google analytics 101: making analytics work for you
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Making Analytics Work For YouIntroduction to Google Analytics
By Kate Hamilton-Miller
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Search Smart Marketing• Mission
▫ Deliver superior client service and results by effectively integrating strategy, project management, client service and technology.
• Search Engine Optimization (SEO)
• Paid Search Advertising
• Local Search Optimization
• Social Media Marketing
• Review Monitoring & Management
• Mobile Advertising & SEO
• Video Optimization
• Display/Banner Planning & Placement
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Kate Hamilton-Miller• Graphic Designer
• Started Digital Marketing, 2004
• Joined Search Smart in 2008
• Certifications▫ Google▫ Bing▫ Social Media
• Memberships▫ SEMPO▫ National Association of Professional
Women (NAPW)▫ Women Centric
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What Is Analytics?
•Definition▫Analytics is the discovery and
communication of meaningful patterns in data
▫Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage
Source: Wikipedia
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Types of Analytics• Onsite
▫Visitors▫# of Pages Viewed▫Time on Site▫Popular Content▫Common Exit Pages▫Actions Completed
• Offsite▫Potential customer pool (search opportunity)▫Share of Voice (visibility)▫Commentary (reviews, social engagement)
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Google Analytics 101
•Terminology
•Proper Set-up
•Top 5 Reports
•Turning Findings into Actions
•Recent Additions
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Analytics Lingo
•Tracking Code▫JavaScript placed on each page of your site
•Tracking URL▫Web Address of the page on your site you
want to direct visitors to + relevant marketing info
•Campaign▫Marketing initiative; Email Blast; Paid
Search Ads
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Google Analytics Setup
•Free account▫www.google.com/analytics
•Link to AdWords▫Adwords.Google.com
•Webmaster Tools Integration▫www.google.com/webmasters/tools
•Define Goals and Conversion Funnels
USE THE SAME LOGIN
ACROSS ALL
GOOGLE PRODUCT
S
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Analytics Tracking – Tag Everything!
• What ▫Pay-Per-Click (CPC)▫Email▫Social Buttons, Posts▫Display
• How▫AdWords Auto-Tagging
▫Tracking URL Generator SEARCH: Google Analytics Tracking URL Builder http://support.google.com/analytics/answer/1033867?hl=e
n
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AdWords Auto-Tagging•Login to AdWords•My Account > Preferences•Edit, Check Destination URL Auto-
Tagging•Save Changes
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AdWords Auto-Tagging
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Reviewing Your Data – Report #1
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Report #1 – Audience Overview• Derive Meaning
▫Compare Month1 vs. Month2
▫Have visits increased? Decreased? Remained flat?
▫Major shifts in bounce rate or new visitors?
• Take Action▫Are you aware of any recent changes in:
Marketing activities PR coverage Offline events
▫Move onto Traffic Sources to determine cause of increase or decrease in visits
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Report #2 – Traffic Sources• What sites are delivering visitors to your website?
• Traffic Source Types▫Direct to Site▫Organic Search▫Paid Search▫Referral
• Filter by Traffic Source type for consolidated data
• Referral sources include Social Media, PR & Blogs
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Reviewing Your Data – Report #2
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Reviewing Your Data – Report #3
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Report #3 – Popular Site Content• Derive Meaning
▫What pages of your site are visitors drawn to?▫What pages do people visit, then immediately
leave your site?
• Take Action▫Popular Content
Create more content of a similar nature Send relevant paid search traffic here
▫High Bounce Rate Revise the text on the page Misleading keywords? Try a new layout
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Reviewing Your Data – Report #4
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Report #4 – Visitor Information• Derive Meaning
▫Where are most of your visitors located?▫Do they fall within your area of service?
• Take Action▫Increase advertising or sales activity in low
volume/high response areas
▫Review paid search targeting settings if traffic is coming from outside of your service area
▫Remove any geographic references to areas you do not serve that are mentioned on the website
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Report #5 – Goal Conversions
•Online Purchase▫ecommerce
transaction
•Micro-Conversion▫Visits to Contact Us
•Contact Actions▫Form Submission▫Newsletter Sign-up
•Downloads▫White Paper▫Brochure
•Site Engagement▫Pages per visits▫Time on site
•Social Engagement▫Blog comment
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Reviewing Your Data – Report #5
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Reviewing Your Data – Report #5
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Report #5 – Goal Conversions
•Derive Meaning▫What action(s) do you want people to take?▫Define GA Goal for that page URL
•Take Action▫Are your marketing efforts generating the
desired action(s)?
▫Which efforts are performing best?
▫Do under-performing campaigns have a clear call to action?
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Key Takeaways• Proper Setup Ensures Maximum Data Collection
• Don’t Get Lost in the Details > Focus on Actionable Information
• Recommended Reports▫Audience Overview▫Traffic Sources▫Popular Site Content▫Visitor Information – Geographic Location▫Goals/Conversion Performance
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Want to Learn More?Join Us June 19th
for an in-depth review of Google Analytics
▫ Actionable Reporting▫ Measuring Marketing Initiatives
▫ Conversion Funnels▫ Visitor Flows
▫ Advanced Segments▫ Multi-Channel Attribution
▫ Real-Time Events & Widgets▫ Customized Reports
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Thank You!
Kate [email protected]@KateHMillerAdditional Questions: Use #7WondersAnalytics
Search Smart Marketingwww.isearchsmart.com
@iSearchSmartFacebook.com/SearchSmartMarketing