Google Analytics & Digital Measurement

@WorkshopMktg @AndrewCMiller

Avinash Kaushik

of web analytics success lies in the people you have behind the tools.90% “

“

A Journey In 4 Parts

Ask Questions Web Analytics Overview

Generate Insights A/B Testing & Conversion Rate Optimization

Gather Data Google Analytics Capabilities

Take Action Optimizing For Better Results

What is (are) Web Analytics?

A system of measuring interactions on a website.

Who visits your site?

How did they get there? Where did they go next?

When are they active?

How do they experience your site?

Google Analytics Overview

It’s more than a dashboard.

The Interface

Built In Key Metrics

Site Usage Traffic Sources Content Usage

Sessions (Visits)

Users (Visitors)

Bounce Rate

Time on Site

Pageviews

Direct Visits

Organic Traffic

Referrals

Paid Traffic

Popular Pages

Entry Pages

Exit Pages

Navigation Flows

In-Page Analytics

Multiple Data Views

Even More Granular Data Views

Real Time Reporting

Page Load Times

Mobile Device Reporting

It never ends

Avinash Kaushik

of web analytics success lies in the people you have behind the tools.90% “

“

> People Tools

+ People Tools

Using Web Analytics to

Generate InsightsA framework for making

better decisions.

Define Success

Measure Outcomes

Analyze & Report Insights, Not Data

Optimize for better results

Reinforce business decisions

Remove the HiPPO (Highest Paid Person’s Opinion)

Goal Tracking

• What do you want visitors to do on your site?

• Are visitors able to accomplish their goals on your site?

• Allows you to compare traffic segments

Funnel Visualization

• Where do visitors abandon your conversion funnel?

• Identify & patch the holes in your bucket

Campaign Tagging

• Which traffic sources are driving the highest quality traffic?

• Which campaigns, keywords, or ads generate the highest conversion rates?

Campaign Tagging - How To?

• Update your URLs to include Google Analytics’ UTM parameters.

www.WorkshopDigital.com

www.WorkshopDigital.com?utm_source=facebook&utm_medium=social&utm_campaign=AMAWebinar

bit.ly/amaworkshopdigital

Custom Audience Segments• Identify and build segments, or

groups, of visitors based on common traits.

• Compare segments to look for opportunities.

• Examples • Mobile device users

• First time visitors from Vermont

• Previous customers that haven’t purchased in the last 30 days that also still read your blog 3X/week

Custom Reports & Dashboards

• Focus on just the data that matters

• Build different reports for stakeholders

• Save time & keep all your metrics in one page

Take ActionA/B Testing and Conversion

Rate Optimization

Ad Copy & Creative Testing

• Test everything! Images, headlines, offers, calls to action

• Determine the best-performing combinations

• Continually test & learn

• Be willing to fail

vs.

vs.

Ad Copy & Creative Testing

• Test everything! Images, headlines, offers, calls to action

• Determine the best-performing combinations

• Continually test & learn

• Be willing to fail

vs.

vs.

Landing Page Optimization

vs.

• Remove distractions

• Designed to convert more visitors to leads or sales

• Lower your cost to acquire a customer

Landing Page Optimization

• Remove distractions

• Designed to convert more visitors to leads or sales

• Lower your cost to acquire a customer

vs.

A/B Testing

• Test elements across your entire site

• Remove obstacles in your conversion funnel

Heat maps & Scrollmaps

• Know where visitors are clicking and how far they scroll

• Prioritize your most valued content

Why Optimize?

• Earn more customers, not just more traffic

• Eliminate the guesswork in optimizing online lead gen and sales

• Validate the strongest marketing message that best resonates with visitors

• Use testing insights to inform strategies across all channels

• Sustain consistent improvements through ongoing testing

Our CRO Process

1

2

3

4

5

6

Phone Call Tracking

How It Works

1 2 3User visits your website, phone

numbers change based on source

Calls seamlessly routed through

call tracking software

Data & insights inform marketing

decisions

Sample Call Data

• Know exactly how many calls come from each traffic source

• Focus on unique, answered phone calls

• Create training materials and FAQ content from call recordings

A Journey In 4 Parts

Ask Questions Web Analytics Overview

Generate Insights A/B Testing & Conversion Rate Optimization

Gather Data Google Analytics Capabilities

Take Action Optimizing For Better Results

Thank You! Questions?@WorkshopMktg @AndrewCMiller