WordCamp Toronto 2014

David Bird @d8vidbird

According to Wikipedia: ◦ a free service that generates detailed statistics about a website's

traffic and traffic sources.

◦ Tracks visitors from all referrers, including search engines, social networks, direct visits and referring sites.

◦ It also displays [results from marketing campaigns] … and digital collateral such as links within PDF documents, [videos, kiosks, and just about anything else].

◦ It's [probably] the most widely used website statistics service.

Goals

Setting goals makes reading reports easier

Using goal values makes reading reports even easier

Reporting

The ABC’s of reports

Plug-ins

How WordPress Plug-ins help

Changing how you look at website data

What you want people to do on your website ◦ Get to a thank you page

◦ A confirmation page

◦ Click a down load

◦ Read content

◦ Comment

◦ Etc.

You will have multiple goals

Ranks the pages by contribution to achieving that goal ◦ Page with $0.35 is worth

more than one with $0.15

Differentiates between popular and valuable

Compare traffic sources ◦ Email vs. Social Media

Identify strong / weak pages ◦ Popular versus valuable pages

Identify what “assists” achieving goals

Acquisition

Behaviour

Conversions

How people find your website

$2,500 / month

$2,500 / month

What people do on your website

Did people do what you wanted them to do?

Your GOALS

Type Measure of……

Destination Users doing what you want them to do. Going to a specific page on your site (ex; Thank you, order confirmation, etc.

Duration Engagement

Pages per session

Engagement

Event Engagement And …… Users doing what you want them to do

1. Admin > Views > Goals

2. Click “Custom” (near the bottom)

3. Name the goal

4. Select goal type you need: ◦ Destination = specific page on your website (thank you, order confirmation)

◦ Pages / Session = viewed a specific number of pages

◦ Duration = spent a specific amount of time on your site

5. Follow the steps for the selected goal type

6. Insert a goal value

7. Save

1. Set up 3 goals - With values:

I. Destination Goal

II. Duration goal

III. Pages / session goal

Wait 2 weeks

Look at your data

Is it easier to identify strengths and opportunities?

Gaining even more insights

When users can’t find something they use search

Identifies ◦ SEO search terms for your pages

◦ Content you can add because people are looking for it

◦ What’s missing from your website.

Image from ZERO TO WORDPRESS HERO Ben Lobaugh

1. Load the GA code properly

2. User Type Filters

3. Set Domain

4. Tracking File Downloads (PDFs, Zip, Word, etc.)

5. Track Outbound links (social media buttons)

6. Site Search

7. Goals and goal values

1. Load the GA code properly 2. User Type Filters 3. Set Domain 4. Tracking File Downloads (Ex: PDFs, Zip,

Word, etc.) 5. Track Outbound links (Ex: social media

buttons)

Google Universal Analytics By Andrius Dobilinskas

Just check the boxes

Google Analytics By Yoast

Just check the boxes

Tracking code properly installed

Cleaner information: ◦ Filtered out ourselves from GA data

◦ Only our domain is being tracked

Tracking file downloads

Tracking outbound links

Make 3 Goals in next 24 hours ◦ Destination, Duration,

and pages / session

Set-up Site Search

Load and set up a GA plug-in

David Bird

Bird’s Eye Marketing

www.birdseyemarketing.ca

david@birdseyemarketing.ca

@d8vidbird

613-875-4987