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Google and Web Analytics for Marketers: Which Website Metrics REALLY Matter?Hosted By:American Marketing Association
Presented By:eMagine
Sponsored By:Percussion Software
DATE: October 1, 2014
Presenters
Alicia HaleVP of Digital Marketing Services
@aliciahalevpBill GadlessPresident
@emaginebill
#metricsmatter
Which website data is relevant to maximizing marketing impact
How to use Google Analytics to understand visitor behavior
Understanding your SEO metrics is just the beginning of a robust digital marketing strategy
Questions
1.
4.
5.
2.
3. What you can test and change to optimize for conversion rates
Agenda
Which Metrics Matter?
Using Google Analytics to Understand User Behavior
Who is Your Visitor?
Who Is Your Visitor?
• Location
Who Is Your Visitor?
• Language
Who Is Your Visitor?
• Demographic Data
Who Is Your Visitor?
• New vs. Returning
Who Is Your Visitor?
• Frequency & Recency
Which Device Are They Using?
Which Device Are They Using?
Where Did Your Visitor Come From?
Where Did Your Visitor Come From?
• Direct
• Referral
Where Did Your Visitor Come From?
Where Did Your Visitor Come From?
Where Did Your Visitor Come From?
• Organic
Where Did Your Visitor Come From?• Organic Entrance Pages
Where Did Your Visitor Come From?
• Organic Queries
Where Did Your Visitor Come From?
• Additional Insights– Campaigns Section of Analytics– Google URL Builder
Where Did Your Visitor Come From?
• Additional Insights– Google URL Builder*
http://gaconfig.com/google-analytics-url-builder/
Where Did Your Visitor Come From?
• Additional Insights– Campaigns section
Where Did Your Visitor Come From?
• Additional Insights– Campaigns section
Where Did Your Visitor Come From?
• Additional Insights– Campaigns section
How Is Your Visitor Using Your Site?
How is Your Visitor Using Your Site?
• Day of week for visit
Template Link: http://goo.gl/ueGcUF
How is Your Visitor Using Your Site?
• Time of day for visit
Template Link: http://goo.gl/JUrJio
How is Your Visitor Using Your Site?
• Engagement
How is Your Visitor Using Your Site?
• Bounce Rate
How is Your Visitor Using Your Site?
• Behavior Flow
How is Your Visitor Using Your Site?
• Most Viewed Pages
How is Your Visitor Using Your Site?
• Exit Pages
Optimizing for Conversion
Are They Converting?
Are They Converting?
• Measuring Conversion Rate Optimization (CRO)– Creating & Measuring the Funnel– Best Practices
Are They Converting?
• Tracking Conversions
Are They Converting?• A/B/N Testing within Analytics using Content Experiments
For more on Content Experiments: http://goo.gl/FqKCAA
We marketers have a ton of data at our disposal
Google Analytics is an excellent tool that allows us to learn valuable information about our website visitors (aka prospects)
Although the definition of a “conversion” is different for all businesses, the tracking of conversions is essential
1.
4.
2.
3. The key to digital marketing success is translating the information we learn from GA into actionable insights that improve user experience
Recap
Understanding Your SEO Metrics is Just The Beginning of a Robust Digital
Marketing Strategy…
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