google analytics: make your site work harder from mima summit
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M k Y Si W k H dM k Y Si W k H dMake Your Site Work HarderMake Your Site Work HarderSimple Tips to Get More From Your Google Analytics Accountg y
Jeff SauerThree Deep Marketing
www.threedeepmarketing.com651-789-7701
@jeffsauer@threedeep
#mimasummit
Why Google Analytics?Why Google Analytics?www.threedeepmarketing.com | @jeffsauer | @threedeep
It’s FREEIt s FREE
It’s AWESOMEIt s AWESOME
It’s POWEFULIt s POWEFUL
It’s on 50% of the world’s websites*It s on 50% of the world s websites**According to Google, Google Analytics is on 50% of the Alexa top 1 Million Websites
What can I do with Google Analytics?
• Track Social MediaT k E il• Track Emails
• Customize Your Dashboards• Block Internal Traffic• Set Up Goals and Goal Funnels• Website and URL Structure• Link Adwords with Analytics• Improve Site Search• Segment Traffic• Track Events
www.threedeepmarketing.com | @jeffsauer | @threedeep
Track Social MediaTrack Social Media
Is Social Media Working?
P bl W k d t d S i lProblem: We know we need to do Social Media, so we have a presence on F b k d T itt b t I hFacebook and Twitter… but I have no idea if this generates incremental visitors, l d l b itleads or sales on my website
www.threedeepmarketing.com | @jeffsauer | @threedeep
Social Media Tracking
How Do I Track the Social Media Traffic To My Website?
www.threedeepmarketing.com | @jeffsauer | @threedeep
Step 1: Building a Tracking URL
Facebook or Twitter or LinkedIn
Google Analytics URL Builder: bit.ly/GAURLBuilder
Step 2: Use Your Tracking URLAdd your Tracking URL to each message
/?utm_source=twitter&utm_medium=socialmedia&utm_campaign=Twitterfeed&utm_content=Twitter
Step 3: Segment Social Media TrafficCreate advanced segments to track social media visits
www.threedeepmarketing.com | @jeffsauer | @threedeep
Social Media Tracking in Action
Social Media had 15had 15
conversions this month!
www.threedeepmarketing.com | @jeffsauer | @threedeep
Benefits of Tracking Social Media
Tracking Social Media in GA will:• Help you understand how social media
visitors behave on your website• Allow you to fine tune your messages to
match your goalsE t bli h t bilit f i l di• Establish accountability for your social media campaigns and allow them to be compared to other traffic sourcesto other traffic sources
www.threedeepmarketing.com | @jeffsauer | @threedeep
Track EmailsTrack Emails
Are emails generating revenue?
Problem: I know all about the open and interaction rates of the emails I’m sending, but I don’t know how much money they’re generating.
How can I track the ROI of individual emails, and my entire email program?
www.threedeepmarketing.com | @jeffsauer | @threedeep
Improperly Coded Email Traffic
Why does my email traffic show up as a referral or a direct visit?direct visit?
www.threedeepmarketing.com | @jeffsauer | @threedeep
Step 1: Add tracking to URLs
Using the URL builder, generate a unique tracking string for all URLs in your email. Add these to your email as you would all URLs.
*If you link to a domain other than one you own, and you do not have access to that site’s analytics, you do not need to add tracking to those URLs (i.e. Facebook, YouTube).
Google Analytics URL Builder: bit.ly/GAURLBuilder
Step 2: Filter site traffic by emailSelect Campaigns from Traffic Sources
Filter by Medium
Look for ‘Email’ in the list
Select the Ecommerce tab to see revenue, goals tab to see goals *Make sure ecommerce tracking is set up properly beforehand
www.threedeepmarketing.com | @jeffsauer | @threedeep
Properly Attributed Email Reports
I can see exactly which email campaign performed the best
Benefits of Email Tracking
Tracking Email Marketing will:Tracking Email Marketing will:• Assist in measurement of the ROI of your email
program in online retail• Allow you to start determining the effectiveness of
your email campaigns RIGHT NOWWill not replace the reports provided by your ESP• Will not replace the reports provided by your ESP (Email Service Provider), but it can enhance and inform your email program with respect to:
• A/B testing• Geographic campaign traction and penetrationGeographic campaign traction and penetration• Consumer interest and preference
Customize Your DashboardsCustomize Your Dashboards
Right Metrics, Right Time
P bl Wh I i t ll d G lProblem: When I installed Google Analytics, they created a dashboard for
b t th t d hb d d ’t hme, but that dashboard doesn’t show me the information that matters for MY b i d I d ’t h ti t di ibusiness and I don’t have time to dig in and find what I need
www.threedeepmarketing.com | @jeffsauer | @threedeep
Typical Dashboard ViewThis information is easy to read, but what does it mean? Is this good? Bad? Average?g g
www.threedeepmarketing.com | @jeffsauer | @threedeep
Step 1: Add Reports to Dashboard
You can add any report or views to your custom dashboard!
www.threedeepmarketing.com | @jeffsauer | @threedeep
Step 2 (optional): Compare to PastAdd the “Compare to Past” feature for your analytics to provide greater depth to your reportsp g p y p
Pro Tip: You can also apply advanced segments, report on goals and add e-commerce revenue to yourreport on goals and add e-commerce revenue to your dashboard if they are applied to your report
Step 3: Email DashboardsOnce your dashboard is properly configured, you can share with members of your organizations by sending the dashboard directly to their inboxdirectly to their inbox
Send as PDF to Individuals, Other
Formats for automation
Send as often as needed
www.threedeepmarketing.com | @jeffsauer | @threedeep
Customized Dashboard View
Compare last th’month’s
analytics with current to determine
th dgrowth and change
Discover if revenue is
increasing and
See where sales are coming from
d h increasing and when orders
are most likely to be placed
and how your sales conversions are
f iperforming
Benefits of Custom Dashboards
Customizing your dashboard will:P id i k i f th• Provide you a quick overview of the performance of the metrics most important to your businessyou bus ess
• Can be emailed to you daily, weekly, monthly and quarterly
• Can provide comparisons to performance in previous days, weeks, monthsAll f fl ibilit b i• Allows for flexibility as your business grows and changes
www.threedeepmarketing.com | @jeffsauer | @threedeep
Block Internal TrafficBlock Internal Traffic
Visitors Aren’t Really Visitors
P bl E b d iProblem: Everybody in our company uses our corporate website as their h d I’ t if t ffihomepage and I’m not sure if our traffic reports are accurate
www.threedeepmarketing.com | @jeffsauer | @threedeep
Filter Internal Traffic
Is this really an accurate visitor count?y
www.threedeepmarketing.com | @jeffsauer | @threedeep
Step 1: Find your IP address
Whatismyip comWhatismyip.com
86 75 30 90986.75.30.909
www.threedeepmarketing.com | @jeffsauer | @threedeep
Step 2: Filter out IP address
Company‐block.com
Choose the profile you want this filter for
CompanyNo‐Block.comCompany‐Block.com
Properly Filtered Traffic
www.threedeepmarketing.com | @jeffsauer | @threedeep
Benefits of Traffic Filtering
Filtering Internal Traffic will:• Allow you to see exactly who visited your site• Make reporting more actionable by showing a
true picture of what happened on your site• Bring the best metrics to the forefront and
keep reporting on track
www.threedeepmarketing.com | @jeffsauer | @threedeep
Set Up Goals and Goal FunnelsSet Up Goals and Goal Funnels
What is the Value of my Website?
Problem: I have had this website for years and I’m not sure if it is generating new business for my company
www.threedeepmarketing.com | @jeffsauer | @threedeep
What does it mean?All of this information and I don’t know whatand I don t know what it means!
Determine Your Goals
Examples of common website goals include:p g• Ecommerce Transactions• Completion of a form (lead collection orCompletion of a form (lead collection or
newsletter opt-ins)• Visitors downloading a whitepaper or product g p p p
brochure • Visitor engagement (blog comment, adding or g g ( g , g
editing a profile, time-on-site, pageviews)
www.threedeepmarketing.com | @jeffsauer | @threedeep
Step 1: Decide What to MeasureTool Usage Time Spent on SiteProduct Locator Usage
Page Views
Site RegistrationSweepstakes Entry
Step 2: Map Conversion Process
Determine your path to success; your goal funnel
Paid Search AdWe are offering 50% off on our site! Take a look! www ourcompany comwww.ourcompany.com
Pro Tip: Make sure that each Thank you!
pURL in the funnel is unique
Step 3: Configure Goals and Funnels
Registration Conversion
Step 4: See ResultsVisitors entering funnel step
Visitors abandoning funnel step
Where didWhere did they go?
Why did they leave?
Let’s Make it a SuccessThere is more than one path to success for your website!your website!
www.threedeepmarketing.com | @jeffsauer | @threedeep
Benefits of Goal Tracking
Defining and Tracking Goals will:• Assist you in setting up funnels to determine
where visitors drop off on your siteH l t bli h l f ti t k• Help you establish value for actions taken on your website
• Allow you to report on the performance of• Allow you to report on the performance of each individual traffic driver to your site
• Enable you to report on engagement metrics y p g glike time on site and total page views
• Let you report on up to 20 specific actions
www.threedeepmarketing.com | @jeffsauer | @threedeep
Website and URL StructureWebsite and URL Structure
Page URLs Not User Friendly
Problem: Dynamic URLs don’t make any sense when they show up in my Analytics reports and it makes it really hard to do
www.threedeepmarketing.com | @jeffsauer | @threedeep
Step 1: Identify the Problem
These all look the same, I have no idea which page is which?is which?
www.threedeepmarketing.com | @jeffsauer | @threedeep
Step 2: Establish Page URL Structure
Your Site should have a URL structure thatYour Site should have a URL structure that reflects the pages, not query string ID's
– www.example.com/Products/Product.aspx?ProductId=46116ccf-816b-4c09-a7e0-1b3oc1aech
– www.example.com /Total-Stage/Preschooler/Education-Materials.aspx
Which is easier to read? Which URL would be easier to identify in Google Analytics?y g y
www.threedeepmarketing.com | @jeffsauer | @threedeep
Step 3: Fix Your URLs
There are many ways to fix your URLsCh URL t t i CMS• Change URL structure in your CMS
• Custom Page Names (using pageTracker trackPage ie (“fi ed rl") )pageTracker._trackPageview(“fixed url"); )
• Friendly URL rewrites (.htaccess for Linux servers IIS for Windows servers)servers, IIS for Windows servers)
www.threedeepmarketing.com | @jeffsauer | @threedeep
Easy to Read URLsI know exactly which page I am analyzing now
www.threedeepmarketing.com | @jeffsauer | @threedeep
Benefits of Easy to Read URLs
Making your URLs easy to read will:Making your URLs easy to read will:• Make page level analysis much easier and
effectiveeffective• Help with Organic SEO (search engines
don’t like to read dynamic URLs either!)don t like to read dynamic URLs either!)• Minimize opportunity for errors in analysis• Allow for better grouping of pages in customAllow for better grouping of pages in custom
reporting
www.threedeepmarketing.com | @jeffsauer | @threedeep
Link Adwords with AnalyticsLink Adwords with Analytics
What is my paid search ROI?
P bl I thi k th t G l AdW dProblem: I think that my Google AdWordsis successful because I get leads from my
b it b t I h id h twebsite, but I have no idea what keywords are the most valuable and ROI i t i b lis not in my vocabulary
www.threedeepmarketing.com | @jeffsauer | @threedeep
Enhance Your Search Marketing
Without Linking AdWords, my keyword reports b b ican be boring
www.threedeepmarketing.com | @jeffsauer | @threedeep
Step 1: Link Your AdWords to Analytics
www.threedeepmarketing.com | @jeffsauer | @threedeep
AdWords Reports in Google Analytics
AdWords reporting provides standard analytics metrics at a campaign ad group and keyword levelcampaign, ad group, and keyword level
(Traffic Sources > AdWords > Campaigns)
www.threedeepmarketing.com | @jeffsauer | @threedeep
Day Parting AdWords in GA
Day Part reports shows AdWords performance based on the time of day.
(Traffic Sources > AdWords > Day Parts)
www.threedeepmarketing.com | @jeffsauer | @threedeep
Position Analysis in Google Analytics
Keyword Position report gives insight into how keywords perform at different ad positions on the search engine results pages
(Traffic Sources > AdWords > Keyword Positions)(Traffic Sources > AdWords > Keyword Positions)
www.threedeepmarketing.com | @jeffsauer | @threedeep
Benefits of Linking AdWords with GA
Linking AdWords to Analytics will:• Integrate standard AdWords metrics into the
Google Analytics interface, including: Clicks, Impressions, Costs and ROIp ,
• Hold your AdWords keywords to a greater level of accountabilityAll t i i t d l• Allow you to increase conversion rates and lower expenses
• Enable you to tightly control your ad budget byEnable you to tightly control your ad budget by only bidding on keywords that produce positive ROI
www.threedeepmarketing.com | @jeffsauer | @threedeep
Improve Site SearchImprove Site Search
What are they hoping to find?
Problem: I have a search box on my website, yet I have no idea if people use it, why they use it, and how they use it
www.threedeepmarketing.com | @jeffsauer | @threedeep
What do they want? Are they finding it?What do people search for on my website?
www.threedeepmarketing.com | @jeffsauer | @threedeep
Step 1: Configure Site Search
Pro Tip: All you need to configure is enter the search query parameter from your h l hi i i ll hi lik ? k dsearch results page URL. This is typically something like ?q=keyword or
&search=keyword
www.threedeepmarketing.com | @jeffsauer | @threedeep
Dig Into Site Search Data
www.threedeepmarketing.com | @jeffsauer | @threedeep
Benefits of Site Search Reports
Configuring Site Search will:Configuring Site Search will:• Allow you to improve navigation of your
sitesite• Get your visitors deeper into the content of
your siteyour site• Help you measure how the search
functionality effects the user’s experiencefunctionality effects the user s experience• Identify low hanging fruit on your website
design and information architecturedesign and information architecture
www.threedeepmarketing.com | @jeffsauer | @threedeep
Segment TrafficSegment Traffic
Let’s Get Specific
Problem: When I look at the reports forProblem: When I look at the reports for my website, the numbers rarely change and I wouldn’t know what to do with it ifand I wouldn t know what to do with it if they did
“Don’t Puke Data… Focus your analytical and reporting efforts on ‘What's Changed’. “-Avinash Kaushik
k hik t/ i hwww.kaushik.net/avinash
www.threedeepmarketing.com | @jeffsauer | @threedeep
Step 1: Create an Advanced Segment
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Step 2: Enter Segment Criteria
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Example: Organic Search Twin Cities
www.threedeepmarketing.com | @jeffsauer | @threedeep
Example: Paid Facebook Ads
• Set up Multiple ProfilesSet up Multiple Profiles• Use Analytics Intelligence
C t Ad d S t• Create Advanced Segments• Track E-Commerce Conversions• Make Tracking SEO Friendly
www.threedeepmarketing.com | @jeffsauer | @threedeep
Apply Advanced Segments to Reports
Even though it’s a small percentage of visits, Twin Cities Organic Traffic Performs Very Well!Organic Traffic Performs Very Well!
www.threedeepmarketing.com | @jeffsauer | @threedeep
Benefits of Advanced Segments
Using Advanced Segments will:Using Advanced Segments will:• Enable you to provide true insights instead
of presenting dataof presenting data• Increase your chances of finding
i f ti th t ill i l i tinformation that will genuinely impact your business
• Allow you to drill down and go three levels deep
www.threedeepmarketing.com | @jeffsauer | @threedeep
Track EventsTrack Events
Can’t Track Clicks to Non-Pages
Problem: Measuring page views is greatProblem: Measuring page views is great, but we also want to track interactions with our flash elements video interactionsour flash elements, video interactions, outbound clicks and more
www.threedeepmarketing.com | @jeffsauer | @threedeep
Event Tracking
Who interacted with this flash movie?
www.threedeepmarketing.com | @jeffsauer | @threedeep
Step 1: Plan Event Tracking Strategy
1 Define the events you want to track1. Define the events you want to track2. Enable Event Tracking in your reporting
profileprofile3. For each set of events, create an event
i tinstance4. Call _trackEvent() in the web page
source code
www.threedeepmarketing.com | @jeffsauer | @threedeep
Step 2: Configure Event Tracking
For each event you’d like to track, add the following code:
<a href="http://www.facebook.com/threedeepmarketing" p p gonClick="pageTracker._trackEvent(‘Social Links', 'Click', 'Facebook');">Check us out on Facebook</a>
Comprehensive guide to event tracking: bit.ly/GAEventTracking
www.threedeepmarketing.com | @jeffsauer | @threedeep
Event Tracking Results
• Event Tracking is used to track events that cannot be tracked by the standard page view method of tracking
• Examples of Event Tracking use cases include: – Items within a Flash element – AJAX or JavaScript functionalityAJAX or JavaScript functionality– PDF or other file downloads
www.threedeepmarketing.com | @jeffsauer | @threedeep
Benefits of Event Tracking
Configuring event tracking will:• Allow you to track events that happen on your
site that don’t generate pageviews, like in Fl h iFlash movies
• Give insight into who left your site to external websiteswebsites
• Allow you to report on downloads of content from your site like PDF filesfrom your site, like PDF files
• Enable tracking of video views, plays, pauses and moreand more
www.threedeepmarketing.com | @jeffsauer | @threedeep
What can I do with Google Analytics?
• Track Social MediaT k E il• Track Emails
• Customize Your Dashboards• Block Internal Traffic• Set Up Goals and Goal Funnels• Website and URL Structure• Link Adwords with Analytics• Improve Site Search• Segment Traffic• Track Events
www.threedeepmarketing.com | @jeffsauer | @threedeep
What Else Can I Do?
• Set up Multiple Profiles Using FiltersSet up Multiple Profiles Using Filters• Use Analytics Intelligence • Track E-Commerce ConversionsTrack E-Commerce Conversions• Make Tracking SEO Friendly using # in
campaignscampaigns• Benchmark Your Site vs. Industry• A/B and Multivariate Tests with Google Website• A/B and Multivariate Tests with Google Website
Optimizer
www.threedeepmarketing.com | @jeffsauer | @threedeep
Questions?Questions?www.threedeepmarketing.com | @jeffsauer | @threedeep