google analytics
DESCRIPTION
Jann Mirchandani, principal and creative engine behind Marketing Café, outlines the basics of Google analytics in her presentation "Google Analytics."TRANSCRIPT
![Page 1: Google Analytics](https://reader033.vdocuments.net/reader033/viewer/2022061306/54b3ace44a79598a388b4609/html5/thumbnails/1.jpg)
Google Analytics
Embracing your inner data-geek to drive your business forward.
![Page 2: Google Analytics](https://reader033.vdocuments.net/reader033/viewer/2022061306/54b3ace44a79598a388b4609/html5/thumbnails/2.jpg)
WestchesterMarketingCafe.com
Finding Actionable Data
Google Analytics provides TONS of great data– What insight does it provide?– What is actionable?
"Half the money I spend on advertising is wasted; the trouble is I don't know which half."
John Wannamaker
![Page 3: Google Analytics](https://reader033.vdocuments.net/reader033/viewer/2022061306/54b3ace44a79598a388b4609/html5/thumbnails/3.jpg)
WestchesterMarketingCafe.com
Your Foder’s Guide
Bounce– Visitors enters/leaves from same
page
Exit page– Page from which a visitor leaves
New visitor– No cookies have been set for
that visitor
New visit– A cookie has been set previously
AND 30 minutes+ have passed or a new window has been opened
Direct traffic– Visitor typed in address,
followed a javascript link or redirect, etc.
![Page 4: Google Analytics](https://reader033.vdocuments.net/reader033/viewer/2022061306/54b3ace44a79598a388b4609/html5/thumbnails/4.jpg)
WestchesterMarketingCafe.com
View From 30,000 feet
Key metrics to watch– Visitors– Traffic sources– Keywords– Content
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WestchesterMarketingCafe.com
Visitors
![Page 6: Google Analytics](https://reader033.vdocuments.net/reader033/viewer/2022061306/54b3ace44a79598a388b4609/html5/thumbnails/6.jpg)
WestchesterMarketingCafe.com
Traffic Sources
![Page 7: Google Analytics](https://reader033.vdocuments.net/reader033/viewer/2022061306/54b3ace44a79598a388b4609/html5/thumbnails/7.jpg)
WestchesterMarketingCafe.com
Keyword Searches
![Page 8: Google Analytics](https://reader033.vdocuments.net/reader033/viewer/2022061306/54b3ace44a79598a388b4609/html5/thumbnails/8.jpg)
WestchesterMarketingCafe.com
Content
![Page 9: Google Analytics](https://reader033.vdocuments.net/reader033/viewer/2022061306/54b3ace44a79598a388b4609/html5/thumbnails/9.jpg)
WestchesterMarketingCafe.com
Advanced Filters
I only want to look at visits from English-speaking visitors
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WestchesterMarketingCafe.com
Content
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WestchesterMarketingCafe.com
What is the goal of your site?
What do you want your site to do for your business?- Increase sales- Increase brand awareness- Establish credibility
Define a “conversion”- Make a purchase- Download a whitepaper- Visit a specific page
![Page 12: Google Analytics](https://reader033.vdocuments.net/reader033/viewer/2022061306/54b3ace44a79598a388b4609/html5/thumbnails/12.jpg)
WestchesterMarketingCafe.com
Set Up Some Goals
![Page 13: Google Analytics](https://reader033.vdocuments.net/reader033/viewer/2022061306/54b3ace44a79598a388b4609/html5/thumbnails/13.jpg)
WestchesterMarketingCafe.com
Is It Working?
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WestchesterMarketingCafe.com
Relative Performance
![Page 15: Google Analytics](https://reader033.vdocuments.net/reader033/viewer/2022061306/54b3ace44a79598a388b4609/html5/thumbnails/15.jpg)
WestchesterMarketingCafe.com
No School Like The Old School
Use vanity URLs to track offline campaigns– 1 URL per target demo– Redirect using query string
• Google URL builder
http://westchestermarketingcafe.com/?utm_source=BCW&utm_medium=postcard&utm_campaign=GetOffTheBlocks
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Thank You
914-806-7720 | WestchesterMarketingCafe.com