1. www.ArrowInternetMarketing.com.au Know your numbers Google
Analytics for Business Owners
2. www.ArrowInternetMarketing.com.au 2 3.
www.ArrowInternetMarketing.com.au What is Analytics? It is the
process of tracking and measuring website data to maximize your
marketing return on investment (ROI). It helps to understand
visitor behaviour and use the information to make decisions that
help in achieving business goals. 3 4.
www.ArrowInternetMarketing.com.au Providing Answers to Difficult
Questions How are visitors using my site? Am I creating effective
content? Where and when are visitors abandoning my shopping cart?
How do I improve site interaction? How can I make my marketing
campaigns more effective and accountable? 4 5.
www.ArrowInternetMarketing.com.au Using Analytics Types of
commercial websites What do I want my website to do? Site
Objectives 5 6. Why Measure the Web? To Understand What is Working
7. Why Measure the Web? To Understand What is Working To Fix Things
that Are not Working 8. To Understand What is Working To Fix Things
that Are not Working To Improve our Results Why Measure the Web? 9.
To Understand What is Working To Fix Things that Are not Working To
Improve our Results To Calculate our Value Why Measure the Web? 10.
To Understand What is Working To Fix Things that Are not Working To
Improve our Results To Calculate our Value To Justify and Encourage
Investment Why Measure the Web? 11. To Dominate our Niche Why
Measure the Web? To Understand What is Working To Fix Things that
Are not Working To Improve our Results To Calculate our Value To
Justify and Encourage Investment 12. Sign Up at:
google.com/analytics Create an Account 13. Place this code on your
site in the section Get the Code 14. Put the Code on Your Site 15.
Collect Data 16. But Dont Stop There! 17. Macro Goals (Sales, Lead
Forms, Store Locator) Macro Goals = Top Line Revenue Establish Your
Goals 18. Micro Goals (White Paper Download, Time on Site, Video
Views, etc.) Micro Goals = Buyer Influence Macro Goals (Sales, Lead
Forms, Store Locator) Macro Goals = Top Line Revenue Establish Your
Goals 19. Configure your goals in Google Analytics settings You can
set up to 20 goals! Micro Goals (White Paper Download, Time on
Site, Video Views, etc.) Micro Goals = Buyer Influence Macro Goals
(Sales, Lead Forms, Store Locator) Macro Goals = Top Line Revenue
Establish Your Goals 20. www.ArrowInternetMarketing.com.au Defining
Goals/ Conversions Form fills White paper downloads Request for
quote Newsletter subscriptions Event registration Engagement with
social media 20 21. Analyze Traffic Sources 22. Pay attention to
your traffic balance Analyze Traffic Sources 23. Set up segments to
understand how your traffic sources perform Analyze Traffic Sources
Pay attention to your traffic balance 24.
www.ArrowInternetMarketing.com.au Defining Key Metrics New / repeat
visitors Are they spending enough time Where are they spending most
of their time What is the path they follow Using conversion funnel
Measuring visitor drop-off at every step of the funnel 24 25.
www.ArrowInternetMarketing.com.au New / Returning 25 26.
www.ArrowInternetMarketing.com.au Conversion by Device 26 27.
www.ArrowInternetMarketing.com.au Who gets credit 27 28.
www.ArrowInternetMarketing.com.au Assisted Conversions 28 29.
www.ArrowInternetMarketing.com.au Time lag 29 30.
www.ArrowInternetMarketing.com.au Path to conversion 30 31.
www.ArrowInternetMarketing.com.au Create Context for your Data Dont
focus on a single metric How does the performance of each metric
compare to the site average? How does the performance compare to
last week, or last month? 31 32. www.ArrowInternetMarketing.com.au
Creating Context with Visualisations 32 33.
www.ArrowInternetMarketing.com.au Data Driven Decision Making 33
34. Funnel Visualisation 35. www.ArrowInternetMarketing.com.au
Assisted Conversions 35 36. Make Reports Easy to Read 37. Stay
Connected
