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Google Analytics, much like the search engine, changes and evolves constantly. There is so much to keep up with – so much data to slice and dice, so many new features being released – but there’s good news: there is also a gold mine of rich insights that can show you the value of your marketing efforts and help you make better decisions. During this webinar, Search Mojo’s Janet Driscoll Miller and Scott Garrett will show you how you can get the most from everything Google Analytics has to offer, using it to your advantage to become a true marketing superhero! What You’ll Learn: • The Old Way vs. the New Way of measuring in Google Analytics • How to use Google Analytics to measure for paid and organic search • Useful Analytics tools tailored specifically for ecommerce websites • How to use Goals, Attribution Modeling, and Experiments to track results
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@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938
JANET MILLER,
PRESIDENT & CEO
SCOTT GARRETT,
ACCOUNT MANAGER @SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938
SEARCH-MOJO.COM @searchmojo #mojowebinar
Janet Driscoll Miller,
President and CEO,
Search Mojo
Follow on Twitter: @janetdmiller
Scott Garrett,
Account Manager,
Search Mojo
Follow on Twitter: @scottgarrett89
SEARCH-MOJO.COM @searchmojo #mojowebinar
• Search engine marketing firm founded in 2005
– Search engine optimization (SEO)
– Pay-per-click advertising management (PPC)
– Social media advertising
– Online reputation management
• Headquartered in Charlottesville, VA
– Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at SMX Advanced, MarketingProfs, PubCon and more
SEARCH-MOJO.COM @searchmojo #mojowebinar
@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938
SEARCH-MOJO.COM @searchmojo #mojowebinar
Measurement What It Measures
Visitors Total visitors to the website Can be repeat visitors
Unique Visitors Total UNIQUE visitors to the website Does NOT count repeats
Pageviews Total pageviews on the website Regardless of visitor or type
Unique Pageviews (Uniques)
Unique visitors to the site Does NOT count repeat visits
Pages/Visit How many pages on average were visited each visit
New Visits Percentage of visits that were from visitors who had not been to the site before
Time on Site (Visit Duration)
How long a visitor, on average, stays on the site
Bounce Rate Percentage of how many visitors immediately leave the site once they get to it
SEARCH-MOJO.COM @searchmojo #mojowebinar
Measurement Why It Isn’t Enough
Visitors Unless you remove them, can include employees Just a traffic stat – doesn’t measure visitor value Double counts
Unique Visitors Like total visitors, may include employees Just a traffic stat
Pageviews Shows the page was served, but doesn’t indicate action
Unique Pageviews (Uniques)
Pages/Visit Is this really indicative of your goals? Know your personas.
New Visits Subject to cookie deletion
Time on Site (Visit Duration)
Tabbed browsing and server timeouts make these difficult to track with accuracy
Bounce Rate
@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938
SEARCH-MOJO.COM @searchmojo #mojowebinar
• Set up goals in Google Analytics to measure
types of conversion
– Examples:
• Newsletter signups
• Quote requests
• Visits to specific pages
• Can show which channel helps
you
meet a particular goal best
• Instead of measuring traffic, measure your goal!
SEARCH-MOJO.COM @searchmojo #mojowebinar
• Segmented into Goal Sets
– Up to 4 Goal Sets
• Each Goal Set can have up to 5 goals
• I.e., you can only set 20 goals/profile
• Goal “slots” can be reassigned later
• REMEMBER: Goals will not track
retroactively
SEARCH-MOJO.COM @searchmojo #mojowebinar
SEARCH-MOJO.COM @searchmojo #mojowebinar
SEARCH-MOJO.COM @searchmojo #mojowebinar
SEARCH-MOJO.COM @searchmojo #mojowebinar
• Google Analytics Code
• Enable Ecommerce tracking
• Link Adwords Account (if applicable)
SEARCH-MOJO.COM @searchmojo #mojowebinar
Analytics
URL
builder:
SEARCH-MOJO.COM @searchmojo #mojowebinar
• Measure organic search value to
the goal
• Track various channel attributes
– Google v. Bing
– One website page vs.
another
• REMEMBER: Keyword tracking is
essentially going away
SEARCH-MOJO.COM @searchmojo #mojowebinar
• Hook Google Analytics to Google AdWords
– Enables Google Analytics to show in Google
AdWords
• Enable “autotagging” in Google AdWords (on by
default)
– Allows for Analytics code to be automatically
added to the destination URLs
• Use Google Analytics to tag destination URLs on ads
in other paid search platforms
– Use the URL Builder
SEARCH-MOJO.COM @searchmojo #mojowebinar
• Similar to tagging for paid search ads in
platforms other than Google AdWords
• Use the URL Builder to build your
destination URL with tags
SEARCH-MOJO.COM @searchmojo #mojowebinar
SEARCH-MOJO.COM @searchmojo #mojowebinar
• Attribution
is one of
the
greatest
challenges
of
marketing
SEARCH-MOJO.COM @searchmojo #mojowebinar
Experiments in Analytics:
SEARCH-MOJO.COM @searchmojo #mojowebinar
SEARCH-MOJO.COM @searchmojo #mojowebinar
• Click on Dashboards
– Then simply edit and create new widgets to
meet your performance monitoring needs
SEARCH-MOJO.COM @searchmojo #mojowebinar
Leveraging YouTube for Online Marketing
Success
September 19, 2013
2:00 p.m. ET
Register today at
www.search-mojo.com/youtube
Tad Miller
Vice President of Accounts
Search Mojo
Blaine Anderson
Junior Account Manager
Search Mojo
SEARCH-MOJO.COM @searchmojo #mojowebinar
Contact Search Mojo:
Sean McCusty
800-939-5938 ext. 116
smccusty@search-mojo.com
SEARCH-MOJO.COM @searchmojo #mojowebinar
Janet Driscoll Miller
Google+: +Janet Driscoll Miller
Twitter: @janetdmiller
Google+: +Search Mojo
Twitter: @SearchMojo
Facebook:
facebook.com/searchmojo
Scott Garrett
Google+: +Scott Garrett
Twitter: @scottgarrett89
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