Getting Started with Google Analytics - Basics for the Online Marketer

BASIC GOOGLE ANALYTICS

Thanks for checking out my presentation on Basic Google Analytics. Look for these bubbles in the presentation for extra info from the actual presentation.

AMPLIFY INTERACTIVE

www.amplify-interactive.com

Boutique Agency – All We Do is Digital Marketing• Search Engine Optimization (SEO)• Pay Per Click (PPC) – Search & Social Ads• Link Development & Website Marketing• Social Media Management & Optimization• Web Analytics

2010 + 2011 AMA MAX AWARD – BEST SINGLE MEDIUM ADVERTISING CAMPAIGN

Clients Benefit from Industry Experience and Strategic Perspective• Established Agency – Founded in 2003• Established Experts – Amplify Speaks at SEMpdx, Search Engine Strategies, & More• Results: Work Wins Awards• Approach: Established, Proven Strategies, Tactics, and Processes.

WHO IS THIS PERSON?

JESSICA WARD | DIRECTOR OF SEO• Focused on SEM / SEO since 2006• Participates in developing client-strategy for SEO, Social, &

PPC• Manages both B2B and B2C clients of varied industries and

sizes• Certifications: Google AdWords & Bing Ads• @JessicaWardPDX

www.amplify-interactive.com

WHAT ARE WE TALKING ABOUT?

• Website Best Practices

• Analytics Basics

• Basic GA Setup

• Standard Reports

• Dashboards

LINK BUNDLE: http://bit.ly/XGO466

www.amplify-interactive.com

$102.8 Billion Digital Advertising Spendin 2012

www.amplify-interactive.com http://www.emarketer.com/Article/Digital-Account-One-Five-Ad-Dollars/1009592

634 Million Websites on the Internetin 2012

www.amplify-interactive.com http://royal.pingdom.com/2013/01/16/internet-2012-in-numbers/

~15 Million Websites Used Google AnalyticsIn 2012

www.amplify-interactive.com http://trends.builtwith.com/analytics/Google-Analytics

32 – 49%Google Analytics Market Share

www.amplify-interactive.com http://en.wikipedia.org/wiki/Google_Analytics

This means that nearly, 600 million websites have no idea how users are getting to their website and what kind of results their digital ad spend is getting them.

WEBSITE BEST PRACTICES

PHOTO CREDIT: www.beauty-places.com

CONSISTANT BUSINESS INFO

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Name

Address

Phone Numberhttp://getlisted.org/resources/local-search-data-providers.aspx

Search Engines identify your business by its Name, Address, and Phone number. So if this info isn’t consistent across the internet, your search entity won’t be either. If you have LLC in your name on your website, then have it in all your business listings. Consistency is the name of the game!

GOOGLE+

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Google is using Google+ to determine organic Search Results.

You NEED a Google+ Page for your Business.

http://www.youtube.com/watch?v=5hQN6LoHtiU&feature=youtu.be

It’s important to have a Google+ Page! Even if you don’t have engagement there, make sure to post updates and have updated / correct information on your page.

SOCIAL SHARE BUTTONS

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• 55% of Buyers search for information on Social Media.

• 75% of Buyers use Social Media in the Purchasing Process.

• Give your users the ability to easily share your content.

http://www.insideview.com/social-selling

CALL TO ACTION

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• Determine what action you want

users to make on your website.

• Have a call to action on every page

of your website.

• Even the blog!

BASIC ANALYTICS METRICS

WHAT IS GOOGLE ANALYTICS?

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Google Analytics (GA) is a service

offered by Google that generates

detailed statistics about a website’s

traffic and traffic sources and measures

conversions and sales.http://en.wikipedia.org/wiki/Google_Analytics

ANALYTICS METRICS

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• Visits

A visit is a group of interactions that take place on your website within a given timeframe.

ANALYTICS METRICS

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• Unique VisitorsMORNING

EVENING

Unique visitors is the number of individual users who visit your website. If the same user visits your website in the morning and then again in the evening, they’re still just one unique visitor, but he would be two visits.

ANALYTICS METRICS

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• Pageviews

A pageview is a view of a page on your site. Every time a user views a page, it is counted as an additional pageview. Keep in mind that if a user reloads a page or goes to another page on your website and then comes back to an already viewed page, each of those views is counted as a pageview.

ANALYTICS METRICS

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• Pages / Visit

This is the number of pages on your website that a user viewed during their visit.

ANALYTICS METRICS

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• Avg. Visit Duration

The average amount of time a user spends on your website. You can make the assumption that if users spend a lot of time on your website, they are good, qualified users.

ANALYTICS METRICS

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• Bounce Rate

Bounce Rate is the percentage of visits where the user only viewed one page and then left your website. If a specific page of your website has a high bounce rate, you may want to evaluate the content of the page.

ANALYTICS METRICS

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• % New Visits

New visits are classified as users who haven’t been to your website before. % New Visits is the percentage of users with this classification.

TRAFFIC SOURCES

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• Direct• Referral• Search

- Paid- Organic

• Campaigns

There are three basic traffic sources in GA: Direct, Referral, and Search.

Direct traffic comes from people typing your URL in the navigation bar or from bookmarks. Referral traffic comes from links to your website that are on third-party websites like Facebook or Yelp. Search traffic is divided into two parts: organic and paid search.

SEARCH: PAID VS. ORGANIC

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Paid Listings

Organic Listings

BASIC GOOGLE ANALYTICS SETUP

PHOTO CREDIT: www.cowboywithacamera.com

SIGNING UP FOR GOOGLE ANALYTICS

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• Go to analytics.google.com and click “Create an

Account.”

• Information Needed

to Setup:

- Website URL

- Ability to Edit Website Code (either by

yourself or with help from webmaster)

BASIC GOOGLE ANALYTICS CODE

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• Basic code supports ONE subdomain.www.amplify-interactive.com

OR

blog.amplify-interactive.com

OR

www.amplify.com

• Changes can be made to the code to accommodate multiple

subdomains or domains.

• Documentation can be reviewed at:https://developers.google.com/analytics/devguides/collection/gajs/gaTrackingSite#trackingScenarios

THREE PROFILE RULE

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• Raw Data

• Test Data

•Master Data

Don’t make changes to the data that is coming into this profile. Make the profile and forget about it.

Use this profile to test new filters and goals. These updates to GA fundamentally change your data and you don’t want to lose data because you put them in wrong.

This is your master profile – the one from which you report. After you’ve tested your new filters and goals in your test profile, you can move them to this master profile.

ANNOTATIONS

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Annotations are a great way to keep track of changes and updates you make to your website. Add annotations for new blog posts going live, website downtime, press, new goals – anything significant that you want to remember in the future.

CAMPAIGN TRACKING

www.amplify-interactive.com http://bit.ly/ZCBJMR

Use campaign tracking parameters when possible to keep track of your online marketing efforts better.

The Amplify Tracking URL Builder template is available at http://bit.ly/ZCBJMR. Use this Google doc to tag URLs in your social posts, for the destination URL of banner ads, and much more.

More information about campaign tracking URLs can be found at http://support.google.com/analytics/answer/1033863.

GOAL TYPES & SETUP

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• URL Destination• Visit Duration• Page / Visit• Event

Setting up Goals or Conversions in your GA account will give you an additional layer of data which will help in determining if your marketing efforts are working.

There are four types of goals that you can set up in the Admin section of your GA account. More information on setting up Goals can be found at https://support.google.com/analytics/answer/1032415?hl=en.

STANDARD REPORTS

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WHERE ARE THEY?

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Standard reports come with every Google Analytics account. They contain all the information that is being gathered on your users and can be found in the left-hand side navigation of GA.

REAL-TIME REPORTS

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Real-Time reports show data on the actual visitors who are on your website at the time of you viewing the report. The numbers will change as you watch.

WARNING: These reports can be time sucks.

AUDIENCE REPORTS

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Audience reports show the available demographics info for your users. This includes geographic info and computer system stats, such as what browser the user is using to visit your website.

This information can help you make your website work properly for your users equipment.

TRAFFIC SOURCES REPORTS

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Traffic Source reports help you to determine how users are getting to your website, what keywords they may have searched, and what page of your website they landed on first.

CONTENT REPORTS

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Content reports show what pages of your website people are viewing the most and how much time they spend on those pages. This information can help guide what type of content you should create for your website in the future.

GOAL REPORTS

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Goal reports show you data on the Goals you set up in your GA account. If you don’t have data in this report, you may not have Goals setup (refer back to slide 30), your goals may not be set up properly, or none of your users have triggered a goal.

Once you do have goals setup properly, you’ll be able to see data on the users who performed goals and base your marketing efforts on this data.

DASHBOARDS

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WHERE ARE THEY?

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Dashboards are a newer feature of Google Analytics. They’re an easy way to bring all the data you want to see into one view. All accounts have the Dashboard section in the left side navigation, but they only come with one default dashboard from Google – My Dashboard.

The next couple of slides will give you some custom dashboards that you can add to your GA account.

Simply copy the link in the bottom right-hand corner of the dashboard you want and paste it into your browser. Google Analytics will ask you to which profile you want to add the dashboard – most likely your Master Data profile – and click create. The dashboard will now be listed under Dashboards.

LEAD DASHBOARD

www.amplify-interactive.com http://bit.ly/XTHqMa

MOBILE DASHBOARD

www.amplify-interactive.com http://bit.ly/1168Mel

INBOUND INITIATIVES DASHBOARD

www.amplify-interactive.com http://bit.ly/11mhXYD

SOCIAL POST DASHBOARD

www.amplify-interactive.com http://bit.ly/12qMGq0

NOTE: This dashboard will only work if you are using campaign tracking on your social posts. It is set up to pull in the traffic medium of “social post.” If you tag your social posts with this medium, you will see data in this dashboard.

Thank You!

www.amplify-interactive.com

www.amplify-interactive.com@AmplifySEM

LINK BUNDLE: http://bit.ly/XGO466

Thanks for taking a look at my presentation. I look forward to any feedback you may have.