Introduction to Google Analytics by Katherine Mancuso

Katherine Mancuso, Technology Coach [email protected]

Google Analytics

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www.techliminal.com Content © 2014, Tech Liminal

TECHLIMINAL

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Technology Coaching Coworking

Workshops & Classes


Overview

• What are the things that Google Analytics can do for me?

• How do I hook up Google Analytics to my WordPress site?

• Basic metrics that are helpful for everyone. • Introduction to SEO. • Introduction to identifying key metrics & goals for

your business.3

Content © 2014, Tech Liminalwww.techliminal.com

Pageviews Clicks Hits !

Remember this?

Web analytics used to be . . .

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!

(1) the analysis of qualitative and quantitative data from your website and the competition, (2) to drive a continual improvement of the online experience that your customers, and potential customers have, (3) which translates into your desired outcomes (online and offline). !

-Avinash Kaushik, Web Analytics in 1 Hour a Day

What is web analytics today?

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Strategic & Tactical - Not just Quantitative Incorporating Business Goals Focusing on Customer Experience

Today’s Web Analytics is . . .

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What do I use analytics for?

• Getting data to understand customer experience on your website

• Testing different versions of your site & figuring out what works.

• Understanding where your traffic comes from. • Improving your rank in search engines (SEO) • Understanding how well your online marketing

efforts are working. 7

Hooking Up Google Analytics

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Hooking up Google Analytics

• Sign up for an account at analytics.google.com • Add tracking code to every page. • Hook up your Google Webmaster Tools account

to get access to SEO data. • If you haven’t configured Webmaster Tools,

this requires uploading an HTML file to your domain or adding a code snippet to your header.

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Using Google Analytics with WordPress

• This will vary by theme - lots of themes have a place to put the tracking code.

• If your theme doesn’t, or you can’t find it, you can use Yoast’s Google Analytics Plugin. https://yoast.com/wordpress/plugins/google-analytics/

• If you feel uncomfortable, we can hook up your Google Analytics in a quick hour of coaching - see us after class to book an appointment.

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Universal Analytics vs Classic Analytics

• In plain terms, this is Google’s new analytics; it uses a slightly different tracking code than Google Analytics used to use.

• More features: demographic data, real-time analytics, intelligence alerts.

• You will be required to use it eventually, so you might as well start.

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Basic Metrics in the Dashboard

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Audience - Who are your visitors?

• Demographics (Age/Gender) • Interests (Only with Universal Analytics) • Language/Location • Technology (browser, device, etc)

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Where do visitors come from? Traffic.

• Keywords • Direct Traffic • Referring Sites • Search Engine Optimization

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Where do your visitors go? Traffic Paths

• Exit and Entrance Pages • Navigation Paths • Top Content • Behavior • Bounce rate (and why a high bounce rate

is only sometimes a problem)

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How do we make this data useful?

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Business Objectives

• These are high level things that your business needs to accomplish.

• “sell more stuff” • “get more donations” • “build awareness of my business” • “get people to visit my business”

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Goals

• Goals are specific strategies that support your business objectives.

• In the case of web analytics, they focus on specific actions a user can accomplish on your site.

• “sell more stuff” -------> “get a user to buy an item” or “get a user to put an item in their shopping cart.”

• “build awareness of my business” ------> “user reads about page” or “user signs up for newsletter”

• “get people to visit my business” ------> “people view a coupon I put on my site” and “people come in and use that coupon”

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Marketing Campaign Example

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Tech Liminal’s Business Objective & Goal

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• Objectives: “sell more services” “raise awareness of our services”

• Goals:

• “get people to click through to our website”

• “get people to come into the store”

• “get people to purchase coworking”

• “get people to purchase coworking in person”

• How we are doing it: Placing a Facebook ad targeting folks in Oakland who have “liked” various pages related to small business services.


How to reach the goals

Today, we’ll talk about ad design, set up a Facebook ad, and set up the goal of viewing the page.

In advanced analytics class next month, we’ll configure event tracking, which requires a little more access to the code of your site, and walk through the goal to actually measure which people BOUGHT coworking from our ad.

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Conclusions

• What did you learn today? • What are you going to do as a result of

what you learned? • What’s one topic we covered that you’d

like to know more about?

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Upcoming Workshops• Social Media Support Group - Katherine - Friday March

14th, 2:30-4 - http://www.meetup.com/Social-Media-Happy-Hour/

• WordPress & SEO with Yoast - Anca - Thursday March 13th 6-7:30 & Friday April 11th 10:30-12 - https://wp-seo-with-yoast.eventbrite.com

• Advanced Google Analytics: Goals & Event Tracking - Katherine - Thursday, March 27th & Friday March 28th - http://analyticsgoalsetting.eventbrite.com

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Internet

Introduction to Google Analytics by Katherine Mancuso