Getting The Most Out of Google Analytics

Getting the Most Out of Google AnalyticsGoogle Analytics

Sanger & Eby31 August 2011

About Sanger & Eby

• Strategic design & technology firm focused on specialized business communications

• Services Include:

– Strategic planning and research

– Social media strategy and execution

– User experience planning

– Print and interactive design

– Interactive and multi-channel marketing

– Content development– Content development

– Search marketing (SEO & SEM)

– Website development, custom business and web applications

– Mobile applications & sites

• 700+ Sites designed and developed in 15 years

• Clients include:

– Macy’s

– Fifth Third Bank

– Luxottica

– AT&T

– Turner Construction

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Why Do You Need Analytics?

“Half of my advertising doesn’t work. I just “Half of my advertising doesn’t work. I just

don’t know which half.”

--John Wanamaker

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Why Do You Need Analytics?

• Identify and capture opportunities

• Increase conversions

• Enhance credibility (identify and correct problems)

• Increase user satisfaction

• Measure success

• Understand your return on investment (ROI)

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What is Google Analytics?

• Powerful web analytics tool

• Provides in-depth visitor and traffic statistics

• Hosted on Google’s servers

• Flexible and easy to use

• Fantastic high-level charts and graphs

• Very easy installation

• Free

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What You Can Do with Google Analytics

Create more effective sites.Create more effective sites.

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Google Analytics Capabilities

• Track a wide variety of metrics

• Make informed site design and content decisions

– What’s working and what’s not

– Where visitors leave the site

– Most popular content

– How to organize calls to action

• Measure keyword performance• Measure keyword performance

• Understand traffic sources and where to focus efforts

– Link building

– Advertising

– SEO

– Blogs and product review sites

• Increase return on investment (ROI) on marketing campaigns

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Answers Key Site Questions

• How are visitors finding my site?

– What keywords are most effective?

– What sites are referring traffic?

• What pages are most popular?

• Where do people leave my site?

• Where are my visitors located?• Where are my visitors located?

• What is my site’s ROI?

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Benefits

• Fast, slick, beautiful presentation of statistics

– Charting with drill-downs

• You have control over which pages or files get analyzed

• Accurate view of human traffic (ignores search engine spiders)

• Integrates tightly with Google Adwords /Adsense

– AdWords: Pay per click search marketing on Google

– AdSense: Google pays to display sponsored ads on your site

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Features and Functions

• Many different reports:

– Visitor Counts

– Page by Page Counts

– Map Overlay

– Traffic Sources (Direct Visits, Google, Other Sites)

– Goal/Conversion/Funnel Tracking– Goal/Conversion/Funnel Tracking

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Google Analytics Limitations

• Free service limited to sites with less than 5 million page views

per month

• Users with JavaScript & cookies turned off are not tracked

– Tracking is client-side using JavaScript and cookies

– 2% of users have JavaScript disabled as of Dec 2010

(source: Yahoo!)(source: Yahoo!)

• Search engine spiders are not counted towards totals

• No automatic tracking of document or image downloads

• Does not track document (PDF, DOC, etc) or image (JPG)

downloads

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Dashboard: High Level Overview

Date Range can be

adjusted on all reports

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Visitors Overview

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Content Overview

Shows which pages

are most popular

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Map Overlay (World)

Click a country

to drill-down

for more details

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for more details

Map Overlay (USA)

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Map Overlay (Ohio)

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Traffic Sources

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Mobile Devices

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Goals and Conversion Tracking

• Calculate ROI, Average Score or other metrics

• Great for e-commerce sites

• Can track all steps along a path to a desired goal

• Lets you know exactly where visitors drop off

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For More Information

• Refer to Google’s Help Documents:

– www.conversionuniversity.com

– www.google.com/support/googleanalytics/

• See Apple’s App Store for “Analytics”

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Want to know more?

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Jay Larbes

Senior Director, Technology

Sanger & Eby

jlarbes@sangereby.com

www.sangereby.com

Twitter.com/sangereby

Kat Jenkins

Vice President, Strategic Planning

Sanger & Eby

kjenkins@sangereby.com

www.sangereby.com

Twitter.com/sangereby