google analytics - podcamp toronto 2009
DESCRIPTION
Want to know how your effective your social media and advertising campaigns *really* are? Find out some extra information you can get from your Google Analytics account - like the full referrer of a page!TRANSCRIPT
February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
HELEN M. OVERLAND
PodCamp Toronto, 2009
Increasing Audience Share Using Google Analytics
Increasing Audience Share Using Google Analytics
February 21, 2009
Today:
1.Who Am I?
2.Use Your Tools
3.Find the Referring Page
4.Better Track Social Media Traffic
5.Actually Log In Sometimes
Helen M. Overland | PodCamp Toronto 2009
Increasing Audience Share Using Google Analytics
Who Am I?
February 21, 2009
Director, Search Engine Marketing with non~linear creations
– www.nonlinearcreations.com
Online marketing projects with large well-known brands
Proven success: have used creative marketing to generate
steady increases in sales on a limited 5% budget
Almost a decade of experience
Speaker at marketing conferences such as Search Engine
Strategies and Search Marketing Expo
Helen M. Overland | PodCamp Toronto 2009
Increasing Audience Share Using Google Analytics
Use Your Tools
February 21, 2009
Know What’s In Your Toolbox!
On-site Search Tracking Find out if you have usability barriers See what content people want
Custom FiltersVisitor SegmentsCustom Reports
Helen M. Overland | PodCamp Toronto 2009
Increasing Audience Share Using Google Analytics
Use Your Tools
February 21, 2009
Know What’s In Your Toolbox!
Set up on-site search tracking:
yoursite.com/index.php?q=test
q is the search parameter
Helen M. Overland | PodCamp Toronto 2009
Increasing Audience Share Using Google Analytics
Use Your Tools
February 21, 2009
Know What’s In Your Toolbox!
On-site Search TrackingCustom Filters
Exercise control over your data Gain better insight into visitors
Visitor SegmentsCustom Reports
Helen M. Overland | PodCamp Toronto 2009
Increasing Audience Share Using Google Analytics
Use Your Tools
February 21, 2009
Know What’s In Your Toolbox!
On-site Search Tracking
Custom FiltersVisitor Segments
Not all visitors behave the same
Find out how different segments behave
Custom Reports
Helen M. Overland | PodCamp Toronto 2009
Increasing Audience Share Using Google Analytics
Use Your Tools
February 21, 2009
Know What’s In Your Toolbox!
Visitor Segments
Helen M. Overland | PodCamp Toronto 2009
Increasing Audience Share Using Google Analytics
Use Your Tools
February 21, 2009
Know What’s In Your Toolbox!
On-site Search TrackingCustom FiltersVisitor SegmentsCustom Reports
Compile the information you need
Helen M. Overland | PodCamp Toronto 2009
Increasing Audience Share Using Google Analytics
Use Your Tools
February 21, 2009
Know What’s In Your Toolbox!
Custom Reports
Helen M. Overland | PodCamp Toronto 2009
Increasing Audience Share Using Google Analytics
Finding the Referring Page
February 21, 2009
Default Google Analytics:
Helen M. Overland | PodCamp Toronto 2009
Increasing Audience Share Using Google Analytics
Finding the Referring Page
February 21, 2009
Default Google Analytics:
The Information We Want:
Helen M. Overland | PodCamp Toronto 2009
Increasing Audience Share Using Google Analytics
Finding the Referring Page
February 21, 2009
How to Get Full Referring Page Information
Step #1 – Create a new profile & add this filter:
Helen M. Overland | PodCamp Toronto 2009
Increasing Audience Share Using Google Analytics
Finding the Referring Page
February 21, 2009
How to Get Full Referring Page Information
Step #2 – Create the following Custom Report:
Helen M. Overland | PodCamp Toronto 2009
Increasing Audience Share Using Google Analytics
Finding the Referring Page
February 21, 2009
How to Implement Full Referring Page Information
Step #3 – Wait a few hours, then check your custom report:
Helen M. Overland | PodCamp Toronto 2009
Increasing Audience Share Using Google Analytics
Better Track Social Media Traffic
February 21, 2009
Why?
Track referrers more accurately – know where to spend your efforts
Find out which services drive the most traffic
Spend more time interacting with networks that work for you
Helen M. Overland | PodCamp Toronto 2009
What to Track:
TwitterFacebookLinkedInBanner AdsEmail LinksEtc.
Increasing Audience Share Using Google Analytics
Better Track Social Media Traffic
February 21, 2009
How to Implement Campaign Link Tagging
Step #1 – Use the Google URL Tool to create the tracking link
http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578
Helen M. Overland | PodCamp Toronto 2009
Increasing Audience Share Using Google Analytics
Better Track Social Media Traffic
February 21, 2009
How to Implement Campaign Link Tagging
Step #2 – Send the link out
Helen M. Overland | PodCamp Toronto 2009
Increasing Audience Share Using Google Analytics
Better Track Social Media Traffic
February 21, 2009
How to Implement Campaign Link Tagging
Step #3 – Wait a few hours, then check your campaigns
Helen M. Overland | PodCamp Toronto 2009
Increasing Audience Share Using Google Analytics
Actually Log In Sometimes
February 21, 2009
Analytics Data on a Server is Useless
Log in, Look at trends: Total traffic Referring sites, pages & campaigns Popular content Look at your segments
Above all, make a decision and DO SOMETHING
Helen M. Overland | PodCamp Toronto 2009
Increasing Audience Share Using Google Analytics
February 21, 2009
Summary:
Use the tools available to locate problems and increase content your audience wants
Track the full referrer of pages to increase understanding of how people see your site
Track your outreach efforts to see what’s working and drop what’s not
Actually Use the Data to make an action plan
Helen M. Overland | PodCamp Toronto 2009
Thank You!
February 21, 2009
Helen M. Overland [email protected]
nonlinearcreations.comMsSEM.com
Follow Me: twitter.com/semlady
Download this presentation after Monday, Feb 23rd at:
cli.gs/analytics
Helen M. Overland | PodCamp Toronto 2009