Google Analytics for Business Owners

@stephenpeacockwww.linkedin.com/in/sjpeacock/facebook.com/peacockcreative

STEPHEN PEACOCK@stephenpeacock

Analytics for Business Owners

https://twitter.com/stephenpeacock


http://www.linkedin.com/in/sjpeacock/

https://www.facebook.com/PeacockCreativeServices



DON’T HAVE GOOGLE ANALYTICS YET?

GET IT!Google Analytics is Free

Monthly Cost: $0. Consultants needed: None. Training: Free.

http://www.google.com/analytics/learn/setupchecklist.html






http://www.google.com/analytics/learn/setupchecklist.html


GOALS FOR TODAY

1. Outline why analytics are important to your internet marketing efforts

2. Provide a model for continually improving your website’s performance

3. Identify tools to cut through the flood of information and get to the data that matters most

4. Explore methods to help you determine which online marketing efforts are most effective for your business







IF YOU BUILD IT, THEY WILL COME

NOT!







WHY ARE ANALYTICS IMPORTANT?

PLAN

DO

CHECK

ACT

DECISION MAKINGSuccessful businesses make decisions based on hard evidence.

Data collection with Google Analytics is easy.

Determining which data are important to your business can be tricky out of the gate.







WHY BUSINESSES OWNERS AVOID ANALYTICS?

Confusion????

Information Overload***

Not Sure What It Means!!!







BREAD AND BUTTER OF ANALYTICS

For most small businesses there are have long been 8 key metrics to track

1. Visits/Unique visits

2. Location

3. Top pages

4. Time on site

5. Bounce rate

6. Pages/Visit

7. Traffic Sources

8. Conversions







2 BIG NEW METRICS TO TRACK

SOCIAL

• The influence of social media in driving web traffic is at an all-time high.

• If you are not on the social networks where your customers are, you need to be.

MOBILE

• 61% of smartphone owners and 64% of tablet users search for local products or services using their device

• 55% of mobile search-driven conversions happen in one hour or less! 2

1 source: http://www.neustar.biz/information/img/infographic-localeze.png2 source: http://searchengineland.com/study-55-percent-of-mobile-search-driven-conversions-happen-in-one-hour-or-less-151432

1






http://www.neustar.biz/information/img/infographic-localeze.png

http://www.neustar.biz/information/img/infographic-localeze.png

http://searchengineland.com/study-55-percent-of-mobile-search-driven-conversions-happen-in-one-hour-or-less-151432

http://searchengineland.com/study-55-percent-of-mobile-search-driven-conversions-happen-in-one-hour-or-less-151432


OKAY – SO NOW WHAT?

Think about your ideal customers. How do they find and buy from you?

Of the 10 important metrics to track which do you think would impact your business the most?

Armed with that information SET GOALS







SET UP GOALS

Every business should have goals!







ECOMMERCE TRACKING

https://support.google.com/analytics/answer/1037249?hl=en&utm_id=ad

You may need assistance to set up eCommerce tracking






https://support.google.com/analytics/answer/1037249?hl=en&utm_id=ad


TRACK GOAL PROGRESS

Found under the Conversions tab, the Goal Overview Report shows progress … or lack thereof.







HOW CAN I KEEP TRACK OF ALL THAT?

Problem:

• You are busy running your business and you don’t have time to read reports all day!







DASHBOARDS ROCK!

• Solution: Get the Small Business Dashboard from the team at Portent

http://www.portent.com/blog/analytics/google-analytics-tips-for-small-businesses.htm






http://www.portent.com/blog/analytics/google-analytics-tips-for-small-businesses.htm


SMALL BUSINESS DASHBOARD

Dashboards group important metrics together on one page for easy viewing







AUTOMATE REPORTS

Set up automated reports and Analytics will come to you!

The reports you need when you want them.







CAMPAIGN TRACKING

Effective internet marketing is a cross-platform endeavor and your website is the center of your internet marketing universe

You share and promote its content via:1.Email Marketing2.Social Media

A. Facebook, B. Twitter, C. LinkedIn,D. Google+, E. Pinterest

3.PPC Ads4.Print marketing with QR codes

Campaign tracking helps you discover which drives the most traffic & conversions!







CUSTOM CAMPAIGN URL PARAMETERS

Campaign Source (utm_source)

Required. Use utm_source to identify a search engine, newsletter name, or other source. Example: utm_source=google

Campaign Medium (utm_medium)

Required. Use utm_medium to identify a medium such as email or cost-per- click. Example: utm_medium=cpc

Campaign Term (utm_term)

Used for paid search. Use utm_term to note the keywords for this ad. Example: utm_term=running+shoes

Campaign Content (utm_content)

Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL. Examples: utm_content=logolink or utm_content=textlink

Campaign Name (utm_campaign)

Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign. Example: utm_campaign=spring_sale







GOOGLE URL BUILDER

http://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998

http://peacockcreative.net/?utm_source=slideshare&utm_medium=ppt-link&utm_campaign=dmfb-conf






http://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998
















CUSTOM CAMPAIGN BUILDING TIPS

• If building many custom campaign urls you can use an excel spreadsheet template created by Google. Link below

• Custom Campaign Urls work with url shortening services such as bit.ly, owl.ly

• Consistency in using custom campaign Urls is critical to this method of evaluating your marketing efforts.

http://www.google.com/analytics/apps/about?app_id=1276007






http://www.google.com/analytics/apps/about?app_id=1276007


CHECK YOUR CAMPAIGN RESULTS

Under the Traffic Sources menu find and click campaigns







ACT ON THE DATA

Now that you’ve collected the data it is time to ACT!

1. Develop a hypothesis2. Implement solution3. Collect the data4. Act on the results

Rinse & Repeat

PLAN

DO

CHECK

ACT







TAKE NOTES!

Click the drop down arrow below the line graph to add note, date and save.







COMPARE DATE RANGES

Did results improve or get worse?

PLAN

DO

CHECK

ACT







GOOGLE ANALYTICS TO DO LIST

1. Install Analytics

2. Set up small business dashboard

3. Set up automated reports

4. Use custom campaign Urls

5. Compare time periods

6. Act on results

7. Make note of changes

8. Rinse and Repeat







Get this presentation:

http://www.slideshare.net/stephenpeacock






