google analytics made simple - main street roi | convirza

Phil Frost Founder & COO Main Street ROI

Main Street ROI & Convirza present…

(646) 470-3753 | mainstreetroi.com

Post questions to the Q&A section in the GoToWebinar window.

Turn off distractions!


Why Metrics Matter

Why Use Google Analytics

How to Set Up Google Analytics

How to Report on Your Key Metrics

Live Q&A


9+ years experience

Data geek / Engineer

Featured in Forbes, Inc, AMEX OpenForum, Mashable, and other top media


Google Analytics = Marketing report card

Goal = Identify superstar marketing channels

Traffic ≠ Sales


It’s Free!

Works well with others

Not going anywhere


Go to: www.google.com/analytics/

Create an account

Copy/paste code on EVERY webpage

http://www.google.com/analytics/


Traffic ≠ Sales

What is a website conversion? Online sale

Contact form submission

Free report request

Phone call


Google “URL Builder” support.google.com/analytics/answer/1033867

Complete form and copy/paste new URL

Ex.

test.com/?utm_source=facebook&utm_medium=cpc&utm_campaign=demo

http://support.google.com/analytics/answer/1033867

http://www.test.com/?utm_source=facebook&utm_medium=cpc&utm_campaign=free trial










utm_source = Source of website traffic

utm_medium = Type of website traffic

utm_campaign = Name of campaign

These will match fields in Analytics reports!


Google “ecommerce analytics”

developers.google.com/analytics/devguides/collection/analyticsjs/ecommerce

Website sales revenue will show in reports

https://developers.google.com/analytics/devguides/collection/analyticsjs/ecommerce







Avoid looking at aggregate metrics because they don’t help you improve your marketing.

Examples of aggregate metrics All monthly website traffic

Average website bounce rates

Average time on site


Organic Search traffic trends over time

Paid search traffic conversion rates

Referral traffic bounce rates over time

# of conversions per marketing channel


Website bounce rate increased from 20% to 50% in a month. What happened?

Answer = Dig into the Channel metrics Did the bounce rate increase for every channel or just one? Within a channel, did the bounce rates increase for all

devices or just one?

The answers are found within Channel reports


1. High level overview of your marketing Top marketing channels by traffic Top marketing channels by behavior Top marketing channels by conversions

2. Review trends in each marketing channel

3. Review top landing page performance


Why Use This Report Overview of all your marketing channels

How to Run This Report Go to Acquisition > All Traffic > Channels

Advanced Tactics Use URL Builder to improve accuracy


Why Use This Report See trends over time to identify what’s working or not working

How to Run This Report

Go to Acquisition > All Traffic > Channels Click on a Channel to view the graph

Advanced tactic:

Compare 2 metrics to get more insights


What’s wrong with this picture?


Why Use This Report Find and improve the top pages visited per channel

How To Run This Report Behavior > Site Content > Landing Pages

Advanced Tactic Add Segment for the channel you want to review


Add Google Analytics code to every page Set up Goals to track conversions Use URL Builder to track marketing channels Add e-Commerce Analytics Review your Channels Report Review trends in each marketing channel Review top landing page performance

google analytics made simple - main street roi | convirza

Data & Analytics