Webinar 012413-1

Google Analytics Webinar: Understanding User Engagement

Converge Consulting Rick Allen

Ann Oleson www.convergeconsulting.org

About Us

Rick Allen | Converge Consulting

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What we’re talking about• Understanding Visitor Dimensions and Website

Behavior

• Understanding Traffic Sources and Campaigns

• Assessing Web Content

• Segmentation and Custom Reports


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Understanding Visitor Dimensions and Website Behavior

• New vs. returning visitors

• Frequency and recency

Visitor loyalty

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New vs. returning visitors

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• New vs. returning visitors

• Frequency and recency

Visitor loyalty

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Frequency and recency

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Frequency and recency

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• Visit duration

• Page depth

Understand how people navigate your website

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Visit duration

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• Visit duration

• Page depth

Understand how people navigate your website

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Page depth

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Mobile

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Mobile

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Understanding Traffic Sources & Campaigns



Buckets of trafficBuckets of traffic

DirectVisitors who come directly to the

website using the domain name.

Search enginesBy default, GA tracks 20+ different

search engines.

ReferralsLinks that appear on

other websites.


Buckets of trafficBuckets of traffic

DirectVisitors who come directly to the

website using the domain name.

Search enginesBy default, GA tracks 20+ different

search engines.

ReferralsLinks that appear on

other websites.

Campaigns Custom! You decide.

Accessing direct and referral traffic



Direct traffic


Referral traffic

Accessing organic and paid search traffic



Organic search traffic


Paid search traffic

Campaigns



Campaigns

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SEO report



SEO report

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Assessing Web Content

Content reports



All pages

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Navigation

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Landing pages

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Exit pages

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Site search



Site search

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Segmentation and Custom Reports

Advanced segmentation




• All visits

• New visitors

• Returning visitors

• Paid search traffic

• Non-paid search traffic

• Search traffic

Default segments

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• Direct traffic

• Referral traffic

• Visits with conversions

• Visits with transactions

• Mobile traffic

• Non-bounce visits

• Visits without conversions

• Unengaged users

• Social media visits

• Non social media visits

• Leads

• Highly engaged users

Advanced Segmentation (Custom)

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• Visit duration

• Pages / Visit

• YouTube pageviews

• Twitter pageviews

• LinkedIn pageviews

• Facebook pageviews

• Email [email protected]

• Complete inquiry form

Advanced Segmentation (Goals)

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mailto:[email protected]

mailto:[email protected]





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Segment: Social Media VisitsWhat content drives social traffic?


Segment: Inquiry Form CompletionWhat is the top content for converting visitors?

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Segment: Inquiry Form CompletionWhat content engages and converts?

• May be applied to historical data

• Are available across all accounts and profiles

• Can be compared side-by-side in reports

• Are easier to create than a filtered profile

Advanced Segments Benefits

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Custom reports



Custom reports interface

• Visitor Analysis

• Assess leads across all streams of traffic

• Keyword Analysis

• Assess search terms that drive relevant traffic

Custom Reports

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Day-on-day custom reports

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[image]



[image]



[image]

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Visitor Acquisition

• Optimize for top sources and mediums driving inquiries

• Evaluate key sources and mediums with low inquiry form conversions

Visitor Acquisition: Actions

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Custom reports interface (#2)

Keyword analysis

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• Identify high-performance keywords

• Focus on long-tail, non-brand keywords

• Evaluate bounce rate, time on site, and goal completion based on targets to assess visitor and content relevance

• Drill-down to assess keywords by source and medium

Keywords: Actions

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Keyword analysis

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Keyword analysis

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Keyword analysis

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Keyword analysis

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Documents

Webinar 012413-1