Google Analytics 101: Harnessing the Power of Data

Analytics 101: Harnessing the power of dataGarrett Mehrguth, MBADirective Consulting | CEO

The plan:AGENDA

‣ Introduction‣ Overview of Analytic modeling‣ How to Set Up Analytics‣ Implementing Event Tracking (I have a code that makes it easy!!)‣ Reporting with Conversion Tracking and Goal Values‣ Understanding the Power of Segmentation

2

INTRODUCTION 3

A little about me‣ I am the CEO and Founder of Directive

Consulting. We do SEO, PPC, and CRO.

‣ I like to play soccer and surf!

‣ In my free-time I also like playing with capital and learning how to grow money through proper allocation.

Analytic Modeling

OHHHH YEAAAAA!!!!

Analytics 101: Harnessing the Power of Data

Hold everything constant and test one thing.

5Analytic Modeling

What is it and why should I care?

You can’t test everything at once

6Analytic Modeling

Know what your testing

The Office

How to Set up Google analyticsDon’t worry it’s easy!

Analytics 101: Harnessing the Power of Data

Go to Google Analytics: http://bit.ly/1a5ZrY2

Add tracking code to the head of your page

THAT’S IT!!!

8Setting up Google Analytics

Overview

The Office

Four Big Sections Home Reporting Customization Admin

ASK LOTS OF QUESTIONS

9Setting up Google Analytics

Getting Comfortable

How to Set up Event TrackingWe GOT THIS!!

Analytics 101: Harnessing the Power of Data

11Setting up Event tracking

The magic Code<script type="text/javascript">jQuery(document).ready(function() { // When the page loads:

console.log("Setting Hook Timeout");setTimeout(function() { // After One Second:

console.log("Hooking onto button Event");// Stuff to Edit:var cssSelector = '.submit_button';var eventCategory = 'Form';var eventAction = 'Submit';var eventLabel = 'Get Quote';

// Stop Editing.jQuery(cssSelector).on('click', function() {

console.log("Triggeting Event");ga('send', eventCategory, eventAction, eventLabel);

})}, 1000);

});</script>

Harry Potter

1. Open website in Google Chrome2. Inspect Element3. Click Network4. Command+F search for “Jquery”5. Install code into head of page6. Test by inspecting element (don’t forget to clear cache

by clicking on the circle)7. CSS selector equals: . for class; # for id

12Setting up Event Tracking

Setting it Up the hard way

Find Event (download link for a PDF): <button id="button">Please click</button>

Place Code in Head:$('#button').on('click', function() {

  ga('send', 'event', 'button', 'click', 'nav-buttons');

});

More details: http://bit.ly/1cqVttq

13Setting up Event Tracking

Setting it up the simple way

How to Set up Goal Tracking

Let’s talk $$$

Analytics 101: Harnessing the Power of Data

What do you want to test? DESTINATION DURATION PAGES/SCREENS PER SESSION EVENT

We can set these up by going to the “Admin” section than “Goals”

15Setting up Goal Tracking

Setting Your Goals

Clients (and marketers) understand $$$

Take the Average Lifetime Value of a Client and than multiply by Conversion Rate!

16Setting up Goal Tracking

Put a $$$ on It

How to Set up Segmentation

The Little Things Matter

Analytics 101: Harnessing the Power of Data

Admin View

Segments New Segment Select and

Compare

18Setting up Segmentation

Create Segment

REPORTING Conversions

Goals Overview Add Segment Filter and Compare

19Setting up Segmentation

Use Filters and compare

Key takeawaysIn Closing

Only test one thing at a time

Set up your events and goals

Give them a dollar value

Segment and compare conversions to understand your market

20

A gift For you In Closing

Here is access to our custom dashboard!

http://bit.ly/1BjSx3E

21

22

Q&A23Analytics 101: Harness the power of data