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Presentation given at Geekend 2011. Overview of data available in Geekend Analytics, how to use it, and defining your questions. Screen shots are the beta view of the new Google Analytics.
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Are you using social media during
this talk?
Yes
Do you think this a good presentation on Google Analytics?
Yes
Tweet something like: “Good stuff on analytics from @TinaArnoldi”
Do nothing
Is it the worst presentation you’ve ever heard?No
Yes
No
Tell your private, closed network of Facebook friends that you went to a so-so presentation today, but can’t remember the speaker’s name.
No
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Google AnalyticsIs anyone visiting your web-site?
If so, what are they doing while they are there?
How did they find you?
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Google AnalyticsToday’s Agenda
• Defining your questions
• Home page/ Dashboard
• Overview of reporting
• Visitors
– Overview and Demographics
• Traffic Sources
– Overview and Referrals
• Content
– Overview and Pages
• Goals
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Google AnalyticsWhat We’re Not Doing Today
• Implementation
• Custom reporting
– Specify metrics, dimensions, filters
• _trackEvent ()
– In-page actions that do not generate a pageview, such as videos
• Tracking across sites
– _link (href) and _linkbypost (forms)
• Advanced segments
– Subsets side by side, Ex. Paid traffic by Visits with conversions
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The data is great, but can be overwhelming
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Start with your questions• Are people clicking links in my e-mail
newsletters?
• Are there referral partners I can cultivate?
• Are people bouncing on a key page?
• Do people drop off at a certain place in a
funnel?
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Start with your questions• Is my AdWords campaign driving useful traffic?
• Why do I even have a website?
• What happens if X increased or decreased by #%?
• Did conversions increase or decrease after a
campaign?
• What will I do with the data?
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But remember……
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Home Page
Dashboard• Info at a glance• Keep in context• Can customize
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Be careful with trendsAn overview by day seems to have significant highs & lows
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Be careful with trends
…. But not so much when we look at it by week……………
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Standard Reporting
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Visitors - Limitations
• Check at home, then work
• Multiple members of a household
• Clearing cookies
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Visitors Overview
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Visitors Demographics
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Visitors Demographics (drilling deeper)
Source: How did they find you?
You can also add a filter, ex. Time on site
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Visitors Mobile
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Visitors Technology
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Traffic sources Overview
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Traffic sources Referrals
• Where are your efforts working?
• Which partners should you cultivate?
• Who brings you “good” traffic?• Are these referrals leading to conversions?
• Is social media bringing people to your website?
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Traffic sources Referrals
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Traffic sources search organic
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Content
• What interests your visitors?
• Are you losing them on key pages?
• What gets them there?
• Are there popular pages where you can add key info?
• What are popular landing pages? (It’s not always Home)
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Content Overview
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Content Pages
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Goals
Your goal is an action you want your web-visitors to take:
• Visit volunteer page• Donate/Buy• Sign up for an event• Go to social media profile• Download an application
Building a relationship
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Goals
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Goal - Measure Engagement
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Goals – Multi-Channel Funnels
The day before a conference
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Goals – Multi-Channel Funnels
% is > 100 since some channels worked together
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Goals – Multi-Channel Funnels
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Goals – Multi-Channel Funnels
They know who we are; maybe they’re wondering what others have said about us?
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Goals – Multi-Channel Funnels
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AdWords connects to Analytics
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Volunteer Resources
The Analysis Exchangewww.webanalyticsdemystified.com
Media Causewww.mediacause.org
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What we learned….• Have some questions.
• Look at your numbers in context (HiPPO)
• If you only serve the local area, may want to drill down in demographics
• IT/web people will want to know about mobile & browsers
• Cultivate good referrals (or clarify)
• Look at your organic search for needed SEO modifications
• Time on page – does it increase for content sites & decrease for support
sites?
• Goals = Building a relationship
• Connect to AdWords
