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Google Analytics:Actionable Insights & Custom Reports
Advanced Features & Settings
By Kate Hamilton-Miller
Search Smart Marketing• Mission
▫ Deliver superior client service and results by effectively integrating strategy, project management, client service and technology.
• Search Engine Optimization (SEO)
• Paid Search Advertising
• Local Search Optimization
• Social Media Marketing
• Review Monitoring & Management
• Mobile Advertising & SEO
• Video Optimization
• Display/Banner Planning & Placement
Kate Hamilton-Miller• Graphic Designer
• Started Digital Marketing, 2004
• Joined Search Smart in 2008
• Certifications▫ Google▫ Bing▫ Social Media
• Memberships▫ SEMPO▫ National Association of Professional
Women (NAPW)▫ Women Centric
Google Analytics: The Basics
What Is Analytics?
•Definition▫Analytics is the discovery and
communication of meaningful patterns in data
▫Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage
Source: Wikipedia
Types of Analytics• Onsite
▫Visitors▫# of Pages Viewed▫Time on Site▫Popular Content▫Common Exit Pages▫Actions Completed
• Offsite▫Potential customer pool (search opportunity)▫Share of Voice (visibility)▫Commentary (reviews, social engagement)
Google Analytics 101
•Terminology
•Proper Set-up
•Top 5 Reports
•Turning Findings into Actions
Analytics Lingo
•Tracking Code▫JavaScript placed on each page of your site
•Tracking URL▫Web Address of the page on your site you
want to direct visitors to + relevant marketing info
•Campaign▫Marketing initiative; Email Blast; Paid
Search Ads
Google Analytics Setup
•Free account▫www.google.com/analytics
•Link to AdWords▫Adwords.Google.com
•Webmaster Tools Integration▫www.google.com/webmasters/tools
•Define Goals and Conversion Funnels
USE THE SAME LOGIN
ACROSS ALL
GOOGLE PRODUCT
S
Analytics Tracking – Tag Everything!
• What ▫Pay-Per-Click (CPC)▫Email▫Social Buttons, Posts▫Display
• How▫AdWords Auto-Tagging
▫Tracking URL Generator SEARCH: Google Analytics Tracking URL Builder http://support.google.com/analytics/answer/1033867?hl=e
n
AdWords Auto-Tagging•Login to AdWords•My Account > Preferences•Edit, Check Destination URL Auto-
Tagging•Save Changes
AdWords Auto-Tagging
Reviewing Your Data – Report #1
Report #1 – Audience Overview• Derive Meaning
▫Compare Month1 vs. Month2
▫Have visits increased? Decreased? Remained flat?
▫Major shifts in bounce rate or new visitors?
• Take Action▫Are you aware of any recent changes in:
Marketing activities PR coverage Offline events
▫Move onto Traffic Sources to determine cause of increase or decrease in visits
Report #2 – Traffic Sources• What sites are delivering visitors to your website?
• Traffic Source Types▫Direct to Site▫Organic Search▫Paid Search▫Referral
• Filter by Traffic Source type for consolidated data
• Referral sources include Social Media, PR & Blogs
Reviewing Your Data – Report #2
Reviewing Your Data – Report #3
Report #3 – Popular Site Content• Derive Meaning
▫What pages of your site are visitors drawn to?▫What pages do people visit, then immediately
leave your site?
• Take Action▫Popular Content
Create more content of a similar nature Send relevant paid search traffic here
▫High Bounce Rate Revise the text on the page Misleading keywords? Try a new layout
Reviewing Your Data – Report #4
Report #4 – Visitor Information• Derive Meaning
▫Where are most of your visitors located?▫Do they fall within your area of service?
• Take Action▫Increase advertising or sales activity in low
volume/high response areas
▫Review paid search targeting settings if traffic is coming from outside of your service area
▫Remove any geographic references to areas you do not serve that are mentioned on the website
Report #5 – Goal Conversions
•Online Purchase▫ecommerce
transaction
•Micro-Conversion▫Visits to Contact Us
•Contact Actions▫Form Submission▫Newsletter Sign-up
•Downloads▫White Paper▫Brochure
•Site Engagement▫Pages per visits▫Time on site
•Social Engagement▫Blog comment
Reviewing Your Data – Report #5
Reviewing Your Data – Report #5
Report #5 – Goal Conversions
•Derive Meaning▫What action(s) do you want people to take?▫Define GA Goal for that page URL
•Take Action▫Are your marketing efforts generating the
desired action(s)?
▫Which efforts are performing best?
▫Do under-performing campaigns have a clear call to action?
Key Takeaways• Proper Setup Ensures Maximum Data Collection
• Don’t Get Lost in the Details > Focus on Actionable Information
• Recommended Reports▫Audience Overview▫Traffic Sources▫Popular Site Content▫Visitor Information – Geographic Location▫Goals/Conversion Performance
Google Analytics: Advanced Insights
Measuring Marketing Initiatives
• Traffic Sources>Sources>Campaigns
Advanced Segments
Advanced Segments
Is Mobile Important?
Mobile & Tablet Traffic Growth
• Audience>Mobile>Overview
194% increase in Mobile Traffic
Mobile Device Specifics
• Audience>Mobile>Devices
Goal Conversion Funnels
•Conversions>Goals>Funnel Visualization
Creating A Conversion Funnel
Click Admin Button
Select Website Profile
Creating A Conversion Funnel
Select One to Begin Funnel
Creating A Conversion Funnel
Reverse Goal Path
Creating A Conversion Funnel•Log into Analytics & click admin button•Select your profile (www.website.com)•Goals tab•Click Create A Goal button
▫Or select a goal you wish to edit•Enter Goal Description•Add URL of conversion page under Goal
Details•Turn Funnel button on•Enter each step of the conversion process
you wish to track•Note whether a step is required
Top Conversion Paths
• Conversions>Multi-Channel Funnels>Top Conversion Paths
Assisted Conversions
• Conversions>Multi-Channel Funnels>Assisted Conversions
Value of Your Social Media Activity•Traffic Sources>Social>Overview
Social Trackbacks: Who’s Linking to You?
•Traffic Sources>Social>Trackbacks
Audience>Visitors Flow
Visitor Movement Through Your Site
Primary Navigation Path Details
Real-Time Events & Widgets
•Overview of real-time activity on site
•Traffic Sources
•Location of Visitor
•Content Visited
•Events & Conversions Currently in Beta
Real-Time Report: Overview
Real-Time: Visitor Location Data
Real-Time: Traffic Source Data
Real-Time: Site Content Viewed
Key Takeaways• Conversion funnels help identify drop-off points in
your sign-up/checkout process
• Mobile & Tablet site visits are on the rise – make sure your content is mobile friendly
• Understand how your different marketing efforts are working together with multi-channel funnels
• Real Time Analytics – Fun to watch, but avoid knee jerk decisions based on small data sets
• Presentation available online at http://www.slideshare.net/SearchSmartMarketing
Thank You!
Kate [email protected]@KateHMillerQuestions or Suggest A Topic: Use #SSMGA
Search Smart Marketingwww.isearchsmart.com
@iSearchSmartFacebook.com/SearchSmartMarketing