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Presentation for 2011 "Turnung Your Passion to Profit" 3rd Annual Entrepreneur Workshop & Mini-Tradeshow, hosted by Southwest Florida Business Today and Small Business Development Center at Florida Gulf Coast University, Estero, Florida An introduction to Google Analytics and resources to learn more.
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Google AnalyticsTool to track and analyze performance of inbound marketing activities
Birgit Pauli-Haackbph@paulisystems.net
@bph on twitter.
Who is Pauli Systems?
Online Consulting for small business, professionals & non-profits, since 2002
• Mobile Web • Web Architects • Web Designer & Developers• System Integrators• Social Network Integrators
Content Management Systems for any size of website. Open-Source Software (WordPress & MangoBlog). Search Engine Optimization. One-on-One tutoring.
Today
• Birds Eye view on Online • What is Inbound marketing?• Google Analytics - A dashboard• How to set up GA? • Visitors• Traffic Sources• Content• Analytics360
Graphic by Patrick Spens
How Big is the web?
Source: www.mashable.com
What People do on the Net?
Source: www.PewInternet.org - Aug 2011
Search used by All Age Groups
Source: www.PewInternet.org - Aug 2011
Email used by All Age Groups
Source: www.PewInternet.org - Aug 2011
Websites: Built it and they will come!
Really?
Inbound vs. Outbound Marketing
• Search engines • Blog + Blog commenting• Social Networks• Permission based Email • Online Forums• News, Media, PR• and more...
• Trade Shows • Seminar Series• Emails to purchased lists • Cold calling • Outsourced telemarketing,
and• TV spots• Radio commercials
Your Site is the Hub
Google Analytics
Tool to track and analyze performance of inbound marketing activities
Google Analytics Dashboard
Google Analytics Glossary (selection)
VisitsA period of interaction between a visitor's browser and a particular website, ending when the browser is closed or shut down, or when the user has been inactive on that site for a specified period of time.
Page viewsA pageview is an instance of a page being loaded by a browser.
Pages per visit
Average Time on site
GA Glossary (selection)
Bounce RateBounce rate is the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page.
New VisitsGArecords a visitor as new when any page on your site has been accessed for the first time by a web browser. This is accomplished by setting a first-party cookie on that browser. Thus, new visitors are not identified by the personal information they provide on your site, but are rather uniquely identified by the web browser they used.
Learn more: http://bit.ly/GAsGlossary
How to set up GA Account?Got to www.google.com/analytics
GA account set-up (cont.)
GA account set-up (cont.)
GA account set-up (cont.)
GA account set-up (cont.)
Tracking Instructions
Single domain: passion-2-profit.com
One domain + subdomainsregister.passion-2-profit.com2011.passion-2-profit.com
Multiple top-level domainspassion-2-profit.compassion-2-profit.orgpassion-2-profit.net
Tracking Instructions
Most dynamic website offer integrationie. Wordpress Plugin: Ultimate Google Analytics
http://bit.ly/How2WP-GA
Static HTML pages - talk to web developer/designer
Visitors: Hours of Day
Visitors: USA Map
Visitors: Mobile
Traffic Sources
Direct Traffic
Referrer Traffic
Top Referrers
– Facebook– SBDC Website– Twitter– LinkedIN– Digg – Paper.li– Mobile Facebook– Dogpile– Lanyrd– Florida Events Calendar
Search Traffic
Search Keywords
Content
Top 10
Navigation Summary
Integration: Analytics 360
Correlation between Tweets, email campaign and web site traffic in one view.
Source: Mailchimp.com
What's Next• Just released on Thursday:
Google Analytics Real time
• New Interface in Beta
Q & A & Resources:• Google Analytics Blog:
http://analytics.blogspot.com/
• Google Analytics, 3rd Edition by Jerri L. Ledford, Joe Teixeira
• Web Analytics 2.0 by Avinash Kauchik (Google Fellow)
• A Guide to Google Analytics and Useful Tools, Smashing Magazine
http://bit.ly/GASmashing
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