How to Use Google Analytics With Your Hub for More Data-Driven Marketing

How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar

How to Use Google Analytics with Your Hub for More

Data-Driven Marketing

Sam BrennandCustomer Success Lead

How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinarHow to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar

HOUSEKEEPING!

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WHAT THE HECK IS

GOOGLE ANALYTICS?


The world’s favorite analytics tool, used by 30,000,000 websites. Duh!


HOW TO CONNECT YOUR HUB TO

GOOGLE ANALYTICS


CONNECTING GOOGLE ANALYTICS

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HOW TO GO FURTHER WITH YOURHUB & GOOGLE ANALYTICS

(1) Acquisition

(2) Filters

(3) Bounce Rates & Exit Pages

(4) Benchmarking

(5) Events & Goal Conversions

(6) Webmaster Tools


(1) ACQUISITION

Understanding the how

• Uberflip and Marketing Automation have your ‘5Ws’ covered…but what about ‘H’?

• Understand how visitors are making their way to your Hub (a.k.a. what’s working)

• Dig deeper

• Organic Search • Referrals • Direct

• Social • Paid Search• Email


(1) ACQUISITION

Understanding the how

• Uberflip and Marketing Automation have your ‘5Ws’ covered…but what about ‘H’?

• Understand how visitors are making their way to your Hub (a.k.a. what’s working)

• Dig deeper

• Organic Search • Referrals • Direct

• Social • Paid Search• Email

Top ChannelsJul 1, 2015 – Jul 29, 2015

Organic Search

(Other)

Referral

Direct

Paid Search

Social

Email


(1) ACQUISITION

Using UTM parameters

• UTM stands for “Urchin Tracking Monitor”

• By adding UTM parameters to the URLs you distribute, it’s easy to understand how users end up on your Hub and to track the ROI of specific channels, mediums, and campaigns

• For example…


https://hub.uberflip.com/h/i/12345678-blog-post?utm_source=Twitter&utm_medium=socialmedia&utm_campaign=July2015&utm_content=Variant1

For example…

The following acquisition/attribution information will flow into Google Analytics:

Source: Twitter Medium: Social Media Campaign: July2015Content: Ad Variant 1


(1) ACQUISITION

Acquisition reporting can help you answer the ‘How?’

Google Analytics Channel reports will help you understand

where your audience is coming from

Digging deeper will help you understand your best channels

Using UTM parameters on every distributed URL can help you

nail your attribution

TakeawaysStep-by-Step Instructions:

https://learn.uberflip.com/h/c/142542-google-analytics-amp-adwords


(2) CREATE FILTERS

Find exactly what you’re after

• Limit traffic to just the specific acquisition Channels you care about

• Exclude specific IP addresses or domains from your reporting (i.e. your company’s)

• Analyze traffic to a specific (or a specific group) of Hub(s) or Flipbook(s)


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(2) CREATE FILTERS

Limiting traffic through Filters can help you filter out

the noise and focus on what matters

Filters can help with segmentation

Make things a little bit easier


https://learn.uberflip.com/h/i/32579229-how-to-use-google-analytics-filters-with-uberflip-content


(3) BOUNCES & EXITS

Are your visitors finding what

• Bounce Rate – “The percentage of single-page sessions (i.e. in which a person left your site without interacting with the page)

• Exit Pages – Pages that are causing your visitors to jump ship

they’re looking for?


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(3) BOUNCES & EXITS

Aim for zero!

Identify the Items and Streams inside your Hub with high

bounce rates and try to understand the root cause

Take the time to understand why your Exit Pages are pushing

visitors away from your Hub

Optimize, optimize, optimize


https://learn.uberflip.com/h/i/32579229-how-to-use-google-analytics-filters-with-uberflip-content

https://support.google.com/analytics/answer/1009409?hl=en


(4) BENCHMARKS

How do you stack up?

• 90% of content marketers aren’t sure how to measure the success of their content marketing efforts. One way? Benchmarks!

• Compare yourself to others in your industry, country/region, and daily session size


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(4) BENCHMARKS

Benchmarks can help you understand the performance of

your content marketing program relative to others in your

space

Ensure you are benchmarking across multiple dimensions, such

as sessions, % of new sessions, average session duration, and

pages per session


https://support.google.com/analytics/answer/6086666?hl=en


(5) EVENTS & GOALS

Use Events to understand the

• Eyeballs just aren’t enough anymore

• Setting Goals in Google Analytics can help

• Fire Events into Google Analytics for any key activities you wish to analyze and set Goals to track and measure your performance

effectiveness of your Form CTAs


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(5) EVENTS & GOALS

Event Tracking will allow you to fire Events into Google

Analytics for key activities (like Form CTA submissions) while

Goal Conversions can help you understand your performance

Use Events & Goals to track your effectiveness at enticing

your visitors to take some type of next step

Use Events & Goals to gain a better understanding of ROI


https://learn.uberflip.com/h/i/35469524-google-analytics-event-tracking-goal-conversions-with-form-ctas


(6) WEBMASTER TOOLS

The tool of the future

• Webmaster Tools lets you see your Hub from Google’s perspective

• Integrating your Google Analytics account with Webmaster Tools gives you 360°insight into all things Google

• Crawl Errors • Keyword Insights and

Search Query Info

• Sitemaps • URL Removals• Index Requests


Source –http://bit.ly/1kSlSus


(6) WEBMASTER TOOLS

Connect Google Analytics with Webmaster Tools ASAP

Understand where you can make improvements to your Hub

Item’s titles and meta descriptions

Understand how specific keywords are driving traffic to key

pages inside your Hub

Submit sitemaps to ensure Google sees your entire Hub


https://learn.uberflip.com/h/i/32292123-how-to-verify-your-hub-with-google-webmaster-tools


ADWORDS CONVERSIONS

• If you’re driving paid traffic to your Hub through Google AdWords, ensuring you have AdWords and Google Analytics integrated is key

• “Linking AdWords and Google Analytics gives you access to the entire picture of customer behavior, from ad click or impression through your site to conversion.”

BONUS!

Measure your PPC campaigns



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Source –http://bit.ly/1I9eFfI

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ADWORDS CONVERSIONS

Integrating AdWords with Google Analytics will give you

insight into how paid traffic is engaging on your Hub

Use the information you gain from Google Analytics to make

smarter marketing decisions in AdWords

More traffic to your Hub is always a good thing


BONUS!

https://learn.uberflip.com/h/i/108451982-new-how-to-set-up-google-adwords-conversion-tracking


Things to Think About

Who’s at the Google Analytics reigns at your company?

Do you have Webmaster Tools and AdWords integrated?

How can you use insights from Google Analytics as part of your

overall content strategy?


THANK YOU!

QUESTIONS?

@uberflip @sambrennand [email protected] hub.uberflip.com

Data & Analytics

How to Use Google Analytics With Your Hub for More Data-Driven Marketing