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Powered by Cirrus ABS and Element Three
DISCOVERELEMENTTHREECOM amp CIRRUSABSCOM
MEASURING THE RIGHT THINGS MATTERS
June 22nd 2011
Powered by Cirrus ABS and Element Three
kevinmullettcomtwittercomkmullettfacebookcomkevinmullettlinkedincominkevinmullettjust google ldquokevin mullettrdquo
director of product development
Measuring the Right Things Matters
ANALYTICS FACING THE REALITY OF ANALYTICStime + knowledge
keeping up and interpreting can be a full time job tool selection configuration interpretation amp reporting someone will know more about a specific uses goal is to get you thinking critically about marketing
measurement always changing
kmullett AnalyticsIndy
ANALYTICS HIPPO HUNTING
hippo hunting with a bonus expert tag to fill
turning opinion into data hippo = highest paid persons opinion
kmullett AnalyticsIndy
ANALYTICS DATA TRUMPS OPINION
Analytics will provide you with powerful data (ammo) capable of bringing down the largest hippos and experts when opinion starts to creep in to a conversation
kmullett AnalyticsIndy
ANALYTICS WHY ANALYTICS MATTER
whatrsquos really working
SEO social media offline methods other
kmullett AnalyticsIndy
ANALYTICS ARE WE CONNECTING THE DOTS
we need to knowhellip
which marketing methods promotions social channels and advertising work
where to allocate marketing dollars based on ROI
where do visitors really come from offline and online tracking of marketing
kmullett AnalyticsIndy
ANALYTICS WHAT CAN ANALYTICS CAN TELL USwhat might not be working
human trafficvisitorssearch botsspidersgeneral performance and platform information
kmullett AnalyticsIndy
ANALYTICS ARE THERE ISSUES
how is the performance ofhellip
keyword phrases we are found forour audience message (demographics)social activity changes message growthour site (browsers resolution platforms)pages and specifically calls to action
- does the copy call to actions or imagery need changedover all site issues (errors bounce rate)
kmullett AnalyticsIndy
ANALYTICS HOW GRANULAR
kmullett AnalyticsIndy
trends cause effect abnormalitieshellipdid it work
ANALYTICS THE DIFFERENT CHOICES
server level statistics (by host AW Stats WebTrends Urchin) CMS (specific to each content management system) third party (external to site services Google Analytics
Chartbeat Clicky Woopra crazyegg)
kmullett AnalyticsIndy
ANALYTICS PLENTY OF OTHERS
aggregators (stats from multiple sources and services postrank) nichersquo (measure specific services like social networks or metrics
ClickTale Facebook Insights Buzz-Charts Twitalyzer)
kmullett AnalyticsIndy
ANALYTICS NO GOOD IF NEVER SEEN
The best analytics package wont help if never reviewed deciphered and acted upon Set up automated reports or schedule reminders
kmullett AnalyticsIndy
ANALYTICS POSTRANK SITES + SOCIAL
data from siteblog is matched with social channel engagement points (acquired by google)
kmullett AnalyticsIndy
ANALYTICS TRACK YOUR LINKS
setup a bitly URL shortener account(i know of over 30 other url-shorteners but bitly is trusted
amp widely used) kmullett AnalyticsIndy
ANALYTICS TRACK CONTENT SHARES
kmullett AnalyticsIndy
are those sharing buttons working
what caused the most sharesdid it bring any traffic back
ANALYTICS TRACK EMAIL CAMPAIGNS
how is the quality of this email list
open rates and click through
kmullett AnalyticsIndy
ANALYTICS SO WHY GOOGLE ANALYTICS
in 2005 Google purchases Urchin Urchin was a top player in analytics simpler interface than most server analytics ties in with AdWords for campaign tracking it is free Google is taking over the world
kmullett AnalyticsIndy
ANALYTICS WHY WOULD CIRRUS ABS CARE
Cirrus ABS needed a vehicle for proving the value of our process and solutions and how they differed from othersbull online marketing on the rise traditional marketing
decliningbull importance of search engine optimization
trafficvisibilitybull visitor centric sites with paths to conversion
kmullett AnalyticsIndy
ANALYTICS BUT THE NUMBERS DONrsquoT MATCH
each software developer decides what metrics should be included and the criteria that make them up
kmullett AnalyticsIndy
ANALYTICS CUSTOMIZING YOUR DASHBOARD
get the information you need quickly
1 browse to the report you want to add2 select the ldquoadd to dashboardrdquo button3 select the ldquoview dashboardrdquo link4 repeat for other reports you would like to add
kmullett AnalyticsIndy
ANALYTICS REPORTS TO SHARE OR KEEP
exporting one time reports1 navigate to the report you want to create
example ldquocontentrdquo gt ldquotop contentrdquo2 select the ldquoexportrdquo drop down tab3 select the appropriate format
PDF (vector output for quality visual reference ease of sharing) XML (extensible markup language) CSV (comma separated value Excel) TSV (tabbed separated value Excel)
4 save (different per browser)
kmullett AnalyticsIndy
ANALYTICS SCHEDULED ATTENTION
now letrsquos create an automated report1 navigate to the report you want to create
example ldquocontentrdquo raquo ldquotop contentrdquo
2 click the ldquoemailrdquo button3 click the ldquoschedulerdquo tab4 input emails andor check ldquosend to merdquo5 fill in the remaining fields6 select the desired format7 select daily weekly monthly quarterly8 optionally select to include
a ldquodate comparisonrdquo9 click ldquoschedulerdquo
kmullett AnalyticsIndy
ANALYTICS DOOMED TO REPEAT THE PAST
comparing a specified date range to the past1 select a month (from the main dashboard)
2 check ldquocompare to pastrdquo and select a previous month3 click ldquoapplyrdquo
kmullett AnalyticsIndy
ANALYTICS ANNOTATING KEY EVENTS
a favorite feature of Google Analytics is annotation1 select a date range (from the main dashboard)
2 click the dot that corresponds to a date of a known event3 type in the annotation and save
kmullett AnalyticsIndy
ANALYTICS COMPARE METRICS
letrsquos compare some metrics for better insight1 click the ldquovisitsrdquo drop down tab2 click the ldquocompare two metricsrdquo
hover over points on the graph for more information select other metrics to compare
kmullett AnalyticsIndy
ANALYTICS INBOUND SOCIAL
advanced segments help tell the story (regular expression)facebookcom|fbme|twittercom|tco|tinyurl|hootsuiteco
m|owly|bitly|htly|linkedincom|stumbleuponcom|supr|tumblrcom|slideshare|youtubecom|youtube|ningcom|dailyboothcom|flickrcom|flickr
kmullett AnalyticsIndy
ANALYTICS BOUNCE RATES DEFINED
what is a bounce rate landed on and left from a given page (any page) on your site allowed their session to timeout (GArsquos session timeout is 30
minutes) upon returning from eating lunch a new session would start and the
previous one would be counted as a bounce a lost internet connection may count as a new session when restored
in some situations back button used to leave the site typed a new address into the address bar to leave closed the browser window or tab no further currently defined action took place
they might have called but unless you have a special phone numberhellip
kmullett AnalyticsIndy
ANALYTICS WHY IS BOUNCE IMPORTANT
bounce as an indicator possible inadequate paths to action (next steps)
if they make it to ldquocontact usrdquo do they end up on ldquothank yourdquo
shows lost conversions or missed client acquisitions does the landing page match the marketing offer
spotlights visit quality and page relevancy to visitors wasted efforts attracting visitors for the wrong keyword phrases
kmullett AnalyticsIndy
ANALYTICS EXCEPTIONS TO BOUNCE RULE
certain sitesvisits are likely to have higher bounce rates
blogs and news where the visitor is looking at a specific article informational searches (as opposed to navigational or transactional)
follow a search result for specific information sites with timely information on the homepage
event calendars and clubs
according to Avinash Kaushik a respected GArsquos expert an average
bounce rate is 40-60 ldquoIt is really had to get a bounce rate under 20 anything
over 35 is cause for concern 50 (above) is worryingrdquo Avinash Kaushik
kmullett AnalyticsIndy
ANALYTICS TARGETED KEYWORD OR NOTlets see a keyword example for a given metric1 click ldquotraffic sources in the left nav2 select ldquokeywords 3 select non-paidrdquo
reasons for high keyword bounce rate incorrect keyword target for your site the landing page doesnrsquot fit the visitors needs unclear SEFurls meta descriptions or page titles found exactly what they needed and required no further
action
kmullett AnalyticsIndy
ANALYTICS DEEPER KEYWORD RESEARCH
where are people searching from 1 click a keyword link 2 select ldquodimension source to see traffic by search engines
now we can investigate high bounces by term and search engine
kmullett AnalyticsIndy
ANALYTICS MONITORING ON-SITE SEARCH
site search setup information if you have a search box on your site must know the parameters of each type edit via the Google Analytics profile
tracking how visitors search on your site1 click ldquocontentrdquo gt ldquosite searchrdquo in the left nav2 click ldquousagerdquo (is it trending up or down after a recent change)3 click ldquosearch termsrdquo (what are they looking for)
4 click ldquostart pagesrdquo (where they get lost most often)
kmullett AnalyticsIndy
ANALYTICS CREATING GOALS
first time goal creation1 click ldquogoals in the left nav2 select ldquoset up goals and funnels 3 select ldquoadd goalrdquo4 name the goal ldquocontact usrdquo5 select the ldquourl destinationrdquo radio button6 go to your contact us page and copy
the url now paste that url into the ldquogoal urlrdquo box7 click ldquosave goalrdquo
note additional goals setup from ldquoanalytics settingsrdquo raquo ldquoeditrdquo raquo ldquo+ add goalrdquo
kmullett AnalyticsIndy
ANALYTICS VISUALIZING GOALS
adding a funnel to the goal
1 click ldquoyes create a funnel for this goalrdquo2 enter the first url and name it3 click ldquoadd goal funnel steprdquo4 repeat step 2 and 3 until the funnel is
complete
kmullett AnalyticsIndy
ANALYTICS DEPTH OF VISIT
how many pages do they visit
1 click ldquoVisitors in the left nav2 select ldquoVisitor Loyalty 3 select ldquoDepth of Visitrdquo
kmullett AnalyticsIndy
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
Powered by Cirrus ABS and Element Three
kevinmullettcomtwittercomkmullettfacebookcomkevinmullettlinkedincominkevinmullettjust google ldquokevin mullettrdquo
director of product development
Measuring the Right Things Matters
ANALYTICS FACING THE REALITY OF ANALYTICStime + knowledge
keeping up and interpreting can be a full time job tool selection configuration interpretation amp reporting someone will know more about a specific uses goal is to get you thinking critically about marketing
measurement always changing
kmullett AnalyticsIndy
ANALYTICS HIPPO HUNTING
hippo hunting with a bonus expert tag to fill
turning opinion into data hippo = highest paid persons opinion
kmullett AnalyticsIndy
ANALYTICS DATA TRUMPS OPINION
Analytics will provide you with powerful data (ammo) capable of bringing down the largest hippos and experts when opinion starts to creep in to a conversation
kmullett AnalyticsIndy
ANALYTICS WHY ANALYTICS MATTER
whatrsquos really working
SEO social media offline methods other
kmullett AnalyticsIndy
ANALYTICS ARE WE CONNECTING THE DOTS
we need to knowhellip
which marketing methods promotions social channels and advertising work
where to allocate marketing dollars based on ROI
where do visitors really come from offline and online tracking of marketing
kmullett AnalyticsIndy
ANALYTICS WHAT CAN ANALYTICS CAN TELL USwhat might not be working
human trafficvisitorssearch botsspidersgeneral performance and platform information
kmullett AnalyticsIndy
ANALYTICS ARE THERE ISSUES
how is the performance ofhellip
keyword phrases we are found forour audience message (demographics)social activity changes message growthour site (browsers resolution platforms)pages and specifically calls to action
- does the copy call to actions or imagery need changedover all site issues (errors bounce rate)
kmullett AnalyticsIndy
ANALYTICS HOW GRANULAR
kmullett AnalyticsIndy
trends cause effect abnormalitieshellipdid it work
ANALYTICS THE DIFFERENT CHOICES
server level statistics (by host AW Stats WebTrends Urchin) CMS (specific to each content management system) third party (external to site services Google Analytics
Chartbeat Clicky Woopra crazyegg)
kmullett AnalyticsIndy
ANALYTICS PLENTY OF OTHERS
aggregators (stats from multiple sources and services postrank) nichersquo (measure specific services like social networks or metrics
ClickTale Facebook Insights Buzz-Charts Twitalyzer)
kmullett AnalyticsIndy
ANALYTICS NO GOOD IF NEVER SEEN
The best analytics package wont help if never reviewed deciphered and acted upon Set up automated reports or schedule reminders
kmullett AnalyticsIndy
ANALYTICS POSTRANK SITES + SOCIAL
data from siteblog is matched with social channel engagement points (acquired by google)
kmullett AnalyticsIndy
ANALYTICS TRACK YOUR LINKS
setup a bitly URL shortener account(i know of over 30 other url-shorteners but bitly is trusted
amp widely used) kmullett AnalyticsIndy
ANALYTICS TRACK CONTENT SHARES
kmullett AnalyticsIndy
are those sharing buttons working
what caused the most sharesdid it bring any traffic back
ANALYTICS TRACK EMAIL CAMPAIGNS
how is the quality of this email list
open rates and click through
kmullett AnalyticsIndy
ANALYTICS SO WHY GOOGLE ANALYTICS
in 2005 Google purchases Urchin Urchin was a top player in analytics simpler interface than most server analytics ties in with AdWords for campaign tracking it is free Google is taking over the world
kmullett AnalyticsIndy
ANALYTICS WHY WOULD CIRRUS ABS CARE
Cirrus ABS needed a vehicle for proving the value of our process and solutions and how they differed from othersbull online marketing on the rise traditional marketing
decliningbull importance of search engine optimization
trafficvisibilitybull visitor centric sites with paths to conversion
kmullett AnalyticsIndy
ANALYTICS BUT THE NUMBERS DONrsquoT MATCH
each software developer decides what metrics should be included and the criteria that make them up
kmullett AnalyticsIndy
ANALYTICS CUSTOMIZING YOUR DASHBOARD
get the information you need quickly
1 browse to the report you want to add2 select the ldquoadd to dashboardrdquo button3 select the ldquoview dashboardrdquo link4 repeat for other reports you would like to add
kmullett AnalyticsIndy
ANALYTICS REPORTS TO SHARE OR KEEP
exporting one time reports1 navigate to the report you want to create
example ldquocontentrdquo gt ldquotop contentrdquo2 select the ldquoexportrdquo drop down tab3 select the appropriate format
PDF (vector output for quality visual reference ease of sharing) XML (extensible markup language) CSV (comma separated value Excel) TSV (tabbed separated value Excel)
4 save (different per browser)
kmullett AnalyticsIndy
ANALYTICS SCHEDULED ATTENTION
now letrsquos create an automated report1 navigate to the report you want to create
example ldquocontentrdquo raquo ldquotop contentrdquo
2 click the ldquoemailrdquo button3 click the ldquoschedulerdquo tab4 input emails andor check ldquosend to merdquo5 fill in the remaining fields6 select the desired format7 select daily weekly monthly quarterly8 optionally select to include
a ldquodate comparisonrdquo9 click ldquoschedulerdquo
kmullett AnalyticsIndy
ANALYTICS DOOMED TO REPEAT THE PAST
comparing a specified date range to the past1 select a month (from the main dashboard)
2 check ldquocompare to pastrdquo and select a previous month3 click ldquoapplyrdquo
kmullett AnalyticsIndy
ANALYTICS ANNOTATING KEY EVENTS
a favorite feature of Google Analytics is annotation1 select a date range (from the main dashboard)
2 click the dot that corresponds to a date of a known event3 type in the annotation and save
kmullett AnalyticsIndy
ANALYTICS COMPARE METRICS
letrsquos compare some metrics for better insight1 click the ldquovisitsrdquo drop down tab2 click the ldquocompare two metricsrdquo
hover over points on the graph for more information select other metrics to compare
kmullett AnalyticsIndy
ANALYTICS INBOUND SOCIAL
advanced segments help tell the story (regular expression)facebookcom|fbme|twittercom|tco|tinyurl|hootsuiteco
m|owly|bitly|htly|linkedincom|stumbleuponcom|supr|tumblrcom|slideshare|youtubecom|youtube|ningcom|dailyboothcom|flickrcom|flickr
kmullett AnalyticsIndy
ANALYTICS BOUNCE RATES DEFINED
what is a bounce rate landed on and left from a given page (any page) on your site allowed their session to timeout (GArsquos session timeout is 30
minutes) upon returning from eating lunch a new session would start and the
previous one would be counted as a bounce a lost internet connection may count as a new session when restored
in some situations back button used to leave the site typed a new address into the address bar to leave closed the browser window or tab no further currently defined action took place
they might have called but unless you have a special phone numberhellip
kmullett AnalyticsIndy
ANALYTICS WHY IS BOUNCE IMPORTANT
bounce as an indicator possible inadequate paths to action (next steps)
if they make it to ldquocontact usrdquo do they end up on ldquothank yourdquo
shows lost conversions or missed client acquisitions does the landing page match the marketing offer
spotlights visit quality and page relevancy to visitors wasted efforts attracting visitors for the wrong keyword phrases
kmullett AnalyticsIndy
ANALYTICS EXCEPTIONS TO BOUNCE RULE
certain sitesvisits are likely to have higher bounce rates
blogs and news where the visitor is looking at a specific article informational searches (as opposed to navigational or transactional)
follow a search result for specific information sites with timely information on the homepage
event calendars and clubs
according to Avinash Kaushik a respected GArsquos expert an average
bounce rate is 40-60 ldquoIt is really had to get a bounce rate under 20 anything
over 35 is cause for concern 50 (above) is worryingrdquo Avinash Kaushik
kmullett AnalyticsIndy
ANALYTICS TARGETED KEYWORD OR NOTlets see a keyword example for a given metric1 click ldquotraffic sources in the left nav2 select ldquokeywords 3 select non-paidrdquo
reasons for high keyword bounce rate incorrect keyword target for your site the landing page doesnrsquot fit the visitors needs unclear SEFurls meta descriptions or page titles found exactly what they needed and required no further
action
kmullett AnalyticsIndy
ANALYTICS DEEPER KEYWORD RESEARCH
where are people searching from 1 click a keyword link 2 select ldquodimension source to see traffic by search engines
now we can investigate high bounces by term and search engine
kmullett AnalyticsIndy
ANALYTICS MONITORING ON-SITE SEARCH
site search setup information if you have a search box on your site must know the parameters of each type edit via the Google Analytics profile
tracking how visitors search on your site1 click ldquocontentrdquo gt ldquosite searchrdquo in the left nav2 click ldquousagerdquo (is it trending up or down after a recent change)3 click ldquosearch termsrdquo (what are they looking for)
4 click ldquostart pagesrdquo (where they get lost most often)
kmullett AnalyticsIndy
ANALYTICS CREATING GOALS
first time goal creation1 click ldquogoals in the left nav2 select ldquoset up goals and funnels 3 select ldquoadd goalrdquo4 name the goal ldquocontact usrdquo5 select the ldquourl destinationrdquo radio button6 go to your contact us page and copy
the url now paste that url into the ldquogoal urlrdquo box7 click ldquosave goalrdquo
note additional goals setup from ldquoanalytics settingsrdquo raquo ldquoeditrdquo raquo ldquo+ add goalrdquo
kmullett AnalyticsIndy
ANALYTICS VISUALIZING GOALS
adding a funnel to the goal
1 click ldquoyes create a funnel for this goalrdquo2 enter the first url and name it3 click ldquoadd goal funnel steprdquo4 repeat step 2 and 3 until the funnel is
complete
kmullett AnalyticsIndy
ANALYTICS DEPTH OF VISIT
how many pages do they visit
1 click ldquoVisitors in the left nav2 select ldquoVisitor Loyalty 3 select ldquoDepth of Visitrdquo
kmullett AnalyticsIndy
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS FACING THE REALITY OF ANALYTICStime + knowledge
keeping up and interpreting can be a full time job tool selection configuration interpretation amp reporting someone will know more about a specific uses goal is to get you thinking critically about marketing
measurement always changing
kmullett AnalyticsIndy
ANALYTICS HIPPO HUNTING
hippo hunting with a bonus expert tag to fill
turning opinion into data hippo = highest paid persons opinion
kmullett AnalyticsIndy
ANALYTICS DATA TRUMPS OPINION
Analytics will provide you with powerful data (ammo) capable of bringing down the largest hippos and experts when opinion starts to creep in to a conversation
kmullett AnalyticsIndy
ANALYTICS WHY ANALYTICS MATTER
whatrsquos really working
SEO social media offline methods other
kmullett AnalyticsIndy
ANALYTICS ARE WE CONNECTING THE DOTS
we need to knowhellip
which marketing methods promotions social channels and advertising work
where to allocate marketing dollars based on ROI
where do visitors really come from offline and online tracking of marketing
kmullett AnalyticsIndy
ANALYTICS WHAT CAN ANALYTICS CAN TELL USwhat might not be working
human trafficvisitorssearch botsspidersgeneral performance and platform information
kmullett AnalyticsIndy
ANALYTICS ARE THERE ISSUES
how is the performance ofhellip
keyword phrases we are found forour audience message (demographics)social activity changes message growthour site (browsers resolution platforms)pages and specifically calls to action
- does the copy call to actions or imagery need changedover all site issues (errors bounce rate)
kmullett AnalyticsIndy
ANALYTICS HOW GRANULAR
kmullett AnalyticsIndy
trends cause effect abnormalitieshellipdid it work
ANALYTICS THE DIFFERENT CHOICES
server level statistics (by host AW Stats WebTrends Urchin) CMS (specific to each content management system) third party (external to site services Google Analytics
Chartbeat Clicky Woopra crazyegg)
kmullett AnalyticsIndy
ANALYTICS PLENTY OF OTHERS
aggregators (stats from multiple sources and services postrank) nichersquo (measure specific services like social networks or metrics
ClickTale Facebook Insights Buzz-Charts Twitalyzer)
kmullett AnalyticsIndy
ANALYTICS NO GOOD IF NEVER SEEN
The best analytics package wont help if never reviewed deciphered and acted upon Set up automated reports or schedule reminders
kmullett AnalyticsIndy
ANALYTICS POSTRANK SITES + SOCIAL
data from siteblog is matched with social channel engagement points (acquired by google)
kmullett AnalyticsIndy
ANALYTICS TRACK YOUR LINKS
setup a bitly URL shortener account(i know of over 30 other url-shorteners but bitly is trusted
amp widely used) kmullett AnalyticsIndy
ANALYTICS TRACK CONTENT SHARES
kmullett AnalyticsIndy
are those sharing buttons working
what caused the most sharesdid it bring any traffic back
ANALYTICS TRACK EMAIL CAMPAIGNS
how is the quality of this email list
open rates and click through
kmullett AnalyticsIndy
ANALYTICS SO WHY GOOGLE ANALYTICS
in 2005 Google purchases Urchin Urchin was a top player in analytics simpler interface than most server analytics ties in with AdWords for campaign tracking it is free Google is taking over the world
kmullett AnalyticsIndy
ANALYTICS WHY WOULD CIRRUS ABS CARE
Cirrus ABS needed a vehicle for proving the value of our process and solutions and how they differed from othersbull online marketing on the rise traditional marketing
decliningbull importance of search engine optimization
trafficvisibilitybull visitor centric sites with paths to conversion
kmullett AnalyticsIndy
ANALYTICS BUT THE NUMBERS DONrsquoT MATCH
each software developer decides what metrics should be included and the criteria that make them up
kmullett AnalyticsIndy
ANALYTICS CUSTOMIZING YOUR DASHBOARD
get the information you need quickly
1 browse to the report you want to add2 select the ldquoadd to dashboardrdquo button3 select the ldquoview dashboardrdquo link4 repeat for other reports you would like to add
kmullett AnalyticsIndy
ANALYTICS REPORTS TO SHARE OR KEEP
exporting one time reports1 navigate to the report you want to create
example ldquocontentrdquo gt ldquotop contentrdquo2 select the ldquoexportrdquo drop down tab3 select the appropriate format
PDF (vector output for quality visual reference ease of sharing) XML (extensible markup language) CSV (comma separated value Excel) TSV (tabbed separated value Excel)
4 save (different per browser)
kmullett AnalyticsIndy
ANALYTICS SCHEDULED ATTENTION
now letrsquos create an automated report1 navigate to the report you want to create
example ldquocontentrdquo raquo ldquotop contentrdquo
2 click the ldquoemailrdquo button3 click the ldquoschedulerdquo tab4 input emails andor check ldquosend to merdquo5 fill in the remaining fields6 select the desired format7 select daily weekly monthly quarterly8 optionally select to include
a ldquodate comparisonrdquo9 click ldquoschedulerdquo
kmullett AnalyticsIndy
ANALYTICS DOOMED TO REPEAT THE PAST
comparing a specified date range to the past1 select a month (from the main dashboard)
2 check ldquocompare to pastrdquo and select a previous month3 click ldquoapplyrdquo
kmullett AnalyticsIndy
ANALYTICS ANNOTATING KEY EVENTS
a favorite feature of Google Analytics is annotation1 select a date range (from the main dashboard)
2 click the dot that corresponds to a date of a known event3 type in the annotation and save
kmullett AnalyticsIndy
ANALYTICS COMPARE METRICS
letrsquos compare some metrics for better insight1 click the ldquovisitsrdquo drop down tab2 click the ldquocompare two metricsrdquo
hover over points on the graph for more information select other metrics to compare
kmullett AnalyticsIndy
ANALYTICS INBOUND SOCIAL
advanced segments help tell the story (regular expression)facebookcom|fbme|twittercom|tco|tinyurl|hootsuiteco
m|owly|bitly|htly|linkedincom|stumbleuponcom|supr|tumblrcom|slideshare|youtubecom|youtube|ningcom|dailyboothcom|flickrcom|flickr
kmullett AnalyticsIndy
ANALYTICS BOUNCE RATES DEFINED
what is a bounce rate landed on and left from a given page (any page) on your site allowed their session to timeout (GArsquos session timeout is 30
minutes) upon returning from eating lunch a new session would start and the
previous one would be counted as a bounce a lost internet connection may count as a new session when restored
in some situations back button used to leave the site typed a new address into the address bar to leave closed the browser window or tab no further currently defined action took place
they might have called but unless you have a special phone numberhellip
kmullett AnalyticsIndy
ANALYTICS WHY IS BOUNCE IMPORTANT
bounce as an indicator possible inadequate paths to action (next steps)
if they make it to ldquocontact usrdquo do they end up on ldquothank yourdquo
shows lost conversions or missed client acquisitions does the landing page match the marketing offer
spotlights visit quality and page relevancy to visitors wasted efforts attracting visitors for the wrong keyword phrases
kmullett AnalyticsIndy
ANALYTICS EXCEPTIONS TO BOUNCE RULE
certain sitesvisits are likely to have higher bounce rates
blogs and news where the visitor is looking at a specific article informational searches (as opposed to navigational or transactional)
follow a search result for specific information sites with timely information on the homepage
event calendars and clubs
according to Avinash Kaushik a respected GArsquos expert an average
bounce rate is 40-60 ldquoIt is really had to get a bounce rate under 20 anything
over 35 is cause for concern 50 (above) is worryingrdquo Avinash Kaushik
kmullett AnalyticsIndy
ANALYTICS TARGETED KEYWORD OR NOTlets see a keyword example for a given metric1 click ldquotraffic sources in the left nav2 select ldquokeywords 3 select non-paidrdquo
reasons for high keyword bounce rate incorrect keyword target for your site the landing page doesnrsquot fit the visitors needs unclear SEFurls meta descriptions or page titles found exactly what they needed and required no further
action
kmullett AnalyticsIndy
ANALYTICS DEEPER KEYWORD RESEARCH
where are people searching from 1 click a keyword link 2 select ldquodimension source to see traffic by search engines
now we can investigate high bounces by term and search engine
kmullett AnalyticsIndy
ANALYTICS MONITORING ON-SITE SEARCH
site search setup information if you have a search box on your site must know the parameters of each type edit via the Google Analytics profile
tracking how visitors search on your site1 click ldquocontentrdquo gt ldquosite searchrdquo in the left nav2 click ldquousagerdquo (is it trending up or down after a recent change)3 click ldquosearch termsrdquo (what are they looking for)
4 click ldquostart pagesrdquo (where they get lost most often)
kmullett AnalyticsIndy
ANALYTICS CREATING GOALS
first time goal creation1 click ldquogoals in the left nav2 select ldquoset up goals and funnels 3 select ldquoadd goalrdquo4 name the goal ldquocontact usrdquo5 select the ldquourl destinationrdquo radio button6 go to your contact us page and copy
the url now paste that url into the ldquogoal urlrdquo box7 click ldquosave goalrdquo
note additional goals setup from ldquoanalytics settingsrdquo raquo ldquoeditrdquo raquo ldquo+ add goalrdquo
kmullett AnalyticsIndy
ANALYTICS VISUALIZING GOALS
adding a funnel to the goal
1 click ldquoyes create a funnel for this goalrdquo2 enter the first url and name it3 click ldquoadd goal funnel steprdquo4 repeat step 2 and 3 until the funnel is
complete
kmullett AnalyticsIndy
ANALYTICS DEPTH OF VISIT
how many pages do they visit
1 click ldquoVisitors in the left nav2 select ldquoVisitor Loyalty 3 select ldquoDepth of Visitrdquo
kmullett AnalyticsIndy
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS HIPPO HUNTING
hippo hunting with a bonus expert tag to fill
turning opinion into data hippo = highest paid persons opinion
kmullett AnalyticsIndy
ANALYTICS DATA TRUMPS OPINION
Analytics will provide you with powerful data (ammo) capable of bringing down the largest hippos and experts when opinion starts to creep in to a conversation
kmullett AnalyticsIndy
ANALYTICS WHY ANALYTICS MATTER
whatrsquos really working
SEO social media offline methods other
kmullett AnalyticsIndy
ANALYTICS ARE WE CONNECTING THE DOTS
we need to knowhellip
which marketing methods promotions social channels and advertising work
where to allocate marketing dollars based on ROI
where do visitors really come from offline and online tracking of marketing
kmullett AnalyticsIndy
ANALYTICS WHAT CAN ANALYTICS CAN TELL USwhat might not be working
human trafficvisitorssearch botsspidersgeneral performance and platform information
kmullett AnalyticsIndy
ANALYTICS ARE THERE ISSUES
how is the performance ofhellip
keyword phrases we are found forour audience message (demographics)social activity changes message growthour site (browsers resolution platforms)pages and specifically calls to action
- does the copy call to actions or imagery need changedover all site issues (errors bounce rate)
kmullett AnalyticsIndy
ANALYTICS HOW GRANULAR
kmullett AnalyticsIndy
trends cause effect abnormalitieshellipdid it work
ANALYTICS THE DIFFERENT CHOICES
server level statistics (by host AW Stats WebTrends Urchin) CMS (specific to each content management system) third party (external to site services Google Analytics
Chartbeat Clicky Woopra crazyegg)
kmullett AnalyticsIndy
ANALYTICS PLENTY OF OTHERS
aggregators (stats from multiple sources and services postrank) nichersquo (measure specific services like social networks or metrics
ClickTale Facebook Insights Buzz-Charts Twitalyzer)
kmullett AnalyticsIndy
ANALYTICS NO GOOD IF NEVER SEEN
The best analytics package wont help if never reviewed deciphered and acted upon Set up automated reports or schedule reminders
kmullett AnalyticsIndy
ANALYTICS POSTRANK SITES + SOCIAL
data from siteblog is matched with social channel engagement points (acquired by google)
kmullett AnalyticsIndy
ANALYTICS TRACK YOUR LINKS
setup a bitly URL shortener account(i know of over 30 other url-shorteners but bitly is trusted
amp widely used) kmullett AnalyticsIndy
ANALYTICS TRACK CONTENT SHARES
kmullett AnalyticsIndy
are those sharing buttons working
what caused the most sharesdid it bring any traffic back
ANALYTICS TRACK EMAIL CAMPAIGNS
how is the quality of this email list
open rates and click through
kmullett AnalyticsIndy
ANALYTICS SO WHY GOOGLE ANALYTICS
in 2005 Google purchases Urchin Urchin was a top player in analytics simpler interface than most server analytics ties in with AdWords for campaign tracking it is free Google is taking over the world
kmullett AnalyticsIndy
ANALYTICS WHY WOULD CIRRUS ABS CARE
Cirrus ABS needed a vehicle for proving the value of our process and solutions and how they differed from othersbull online marketing on the rise traditional marketing
decliningbull importance of search engine optimization
trafficvisibilitybull visitor centric sites with paths to conversion
kmullett AnalyticsIndy
ANALYTICS BUT THE NUMBERS DONrsquoT MATCH
each software developer decides what metrics should be included and the criteria that make them up
kmullett AnalyticsIndy
ANALYTICS CUSTOMIZING YOUR DASHBOARD
get the information you need quickly
1 browse to the report you want to add2 select the ldquoadd to dashboardrdquo button3 select the ldquoview dashboardrdquo link4 repeat for other reports you would like to add
kmullett AnalyticsIndy
ANALYTICS REPORTS TO SHARE OR KEEP
exporting one time reports1 navigate to the report you want to create
example ldquocontentrdquo gt ldquotop contentrdquo2 select the ldquoexportrdquo drop down tab3 select the appropriate format
PDF (vector output for quality visual reference ease of sharing) XML (extensible markup language) CSV (comma separated value Excel) TSV (tabbed separated value Excel)
4 save (different per browser)
kmullett AnalyticsIndy
ANALYTICS SCHEDULED ATTENTION
now letrsquos create an automated report1 navigate to the report you want to create
example ldquocontentrdquo raquo ldquotop contentrdquo
2 click the ldquoemailrdquo button3 click the ldquoschedulerdquo tab4 input emails andor check ldquosend to merdquo5 fill in the remaining fields6 select the desired format7 select daily weekly monthly quarterly8 optionally select to include
a ldquodate comparisonrdquo9 click ldquoschedulerdquo
kmullett AnalyticsIndy
ANALYTICS DOOMED TO REPEAT THE PAST
comparing a specified date range to the past1 select a month (from the main dashboard)
2 check ldquocompare to pastrdquo and select a previous month3 click ldquoapplyrdquo
kmullett AnalyticsIndy
ANALYTICS ANNOTATING KEY EVENTS
a favorite feature of Google Analytics is annotation1 select a date range (from the main dashboard)
2 click the dot that corresponds to a date of a known event3 type in the annotation and save
kmullett AnalyticsIndy
ANALYTICS COMPARE METRICS
letrsquos compare some metrics for better insight1 click the ldquovisitsrdquo drop down tab2 click the ldquocompare two metricsrdquo
hover over points on the graph for more information select other metrics to compare
kmullett AnalyticsIndy
ANALYTICS INBOUND SOCIAL
advanced segments help tell the story (regular expression)facebookcom|fbme|twittercom|tco|tinyurl|hootsuiteco
m|owly|bitly|htly|linkedincom|stumbleuponcom|supr|tumblrcom|slideshare|youtubecom|youtube|ningcom|dailyboothcom|flickrcom|flickr
kmullett AnalyticsIndy
ANALYTICS BOUNCE RATES DEFINED
what is a bounce rate landed on and left from a given page (any page) on your site allowed their session to timeout (GArsquos session timeout is 30
minutes) upon returning from eating lunch a new session would start and the
previous one would be counted as a bounce a lost internet connection may count as a new session when restored
in some situations back button used to leave the site typed a new address into the address bar to leave closed the browser window or tab no further currently defined action took place
they might have called but unless you have a special phone numberhellip
kmullett AnalyticsIndy
ANALYTICS WHY IS BOUNCE IMPORTANT
bounce as an indicator possible inadequate paths to action (next steps)
if they make it to ldquocontact usrdquo do they end up on ldquothank yourdquo
shows lost conversions or missed client acquisitions does the landing page match the marketing offer
spotlights visit quality and page relevancy to visitors wasted efforts attracting visitors for the wrong keyword phrases
kmullett AnalyticsIndy
ANALYTICS EXCEPTIONS TO BOUNCE RULE
certain sitesvisits are likely to have higher bounce rates
blogs and news where the visitor is looking at a specific article informational searches (as opposed to navigational or transactional)
follow a search result for specific information sites with timely information on the homepage
event calendars and clubs
according to Avinash Kaushik a respected GArsquos expert an average
bounce rate is 40-60 ldquoIt is really had to get a bounce rate under 20 anything
over 35 is cause for concern 50 (above) is worryingrdquo Avinash Kaushik
kmullett AnalyticsIndy
ANALYTICS TARGETED KEYWORD OR NOTlets see a keyword example for a given metric1 click ldquotraffic sources in the left nav2 select ldquokeywords 3 select non-paidrdquo
reasons for high keyword bounce rate incorrect keyword target for your site the landing page doesnrsquot fit the visitors needs unclear SEFurls meta descriptions or page titles found exactly what they needed and required no further
action
kmullett AnalyticsIndy
ANALYTICS DEEPER KEYWORD RESEARCH
where are people searching from 1 click a keyword link 2 select ldquodimension source to see traffic by search engines
now we can investigate high bounces by term and search engine
kmullett AnalyticsIndy
ANALYTICS MONITORING ON-SITE SEARCH
site search setup information if you have a search box on your site must know the parameters of each type edit via the Google Analytics profile
tracking how visitors search on your site1 click ldquocontentrdquo gt ldquosite searchrdquo in the left nav2 click ldquousagerdquo (is it trending up or down after a recent change)3 click ldquosearch termsrdquo (what are they looking for)
4 click ldquostart pagesrdquo (where they get lost most often)
kmullett AnalyticsIndy
ANALYTICS CREATING GOALS
first time goal creation1 click ldquogoals in the left nav2 select ldquoset up goals and funnels 3 select ldquoadd goalrdquo4 name the goal ldquocontact usrdquo5 select the ldquourl destinationrdquo radio button6 go to your contact us page and copy
the url now paste that url into the ldquogoal urlrdquo box7 click ldquosave goalrdquo
note additional goals setup from ldquoanalytics settingsrdquo raquo ldquoeditrdquo raquo ldquo+ add goalrdquo
kmullett AnalyticsIndy
ANALYTICS VISUALIZING GOALS
adding a funnel to the goal
1 click ldquoyes create a funnel for this goalrdquo2 enter the first url and name it3 click ldquoadd goal funnel steprdquo4 repeat step 2 and 3 until the funnel is
complete
kmullett AnalyticsIndy
ANALYTICS DEPTH OF VISIT
how many pages do they visit
1 click ldquoVisitors in the left nav2 select ldquoVisitor Loyalty 3 select ldquoDepth of Visitrdquo
kmullett AnalyticsIndy
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS DATA TRUMPS OPINION
Analytics will provide you with powerful data (ammo) capable of bringing down the largest hippos and experts when opinion starts to creep in to a conversation
kmullett AnalyticsIndy
ANALYTICS WHY ANALYTICS MATTER
whatrsquos really working
SEO social media offline methods other
kmullett AnalyticsIndy
ANALYTICS ARE WE CONNECTING THE DOTS
we need to knowhellip
which marketing methods promotions social channels and advertising work
where to allocate marketing dollars based on ROI
where do visitors really come from offline and online tracking of marketing
kmullett AnalyticsIndy
ANALYTICS WHAT CAN ANALYTICS CAN TELL USwhat might not be working
human trafficvisitorssearch botsspidersgeneral performance and platform information
kmullett AnalyticsIndy
ANALYTICS ARE THERE ISSUES
how is the performance ofhellip
keyword phrases we are found forour audience message (demographics)social activity changes message growthour site (browsers resolution platforms)pages and specifically calls to action
- does the copy call to actions or imagery need changedover all site issues (errors bounce rate)
kmullett AnalyticsIndy
ANALYTICS HOW GRANULAR
kmullett AnalyticsIndy
trends cause effect abnormalitieshellipdid it work
ANALYTICS THE DIFFERENT CHOICES
server level statistics (by host AW Stats WebTrends Urchin) CMS (specific to each content management system) third party (external to site services Google Analytics
Chartbeat Clicky Woopra crazyegg)
kmullett AnalyticsIndy
ANALYTICS PLENTY OF OTHERS
aggregators (stats from multiple sources and services postrank) nichersquo (measure specific services like social networks or metrics
ClickTale Facebook Insights Buzz-Charts Twitalyzer)
kmullett AnalyticsIndy
ANALYTICS NO GOOD IF NEVER SEEN
The best analytics package wont help if never reviewed deciphered and acted upon Set up automated reports or schedule reminders
kmullett AnalyticsIndy
ANALYTICS POSTRANK SITES + SOCIAL
data from siteblog is matched with social channel engagement points (acquired by google)
kmullett AnalyticsIndy
ANALYTICS TRACK YOUR LINKS
setup a bitly URL shortener account(i know of over 30 other url-shorteners but bitly is trusted
amp widely used) kmullett AnalyticsIndy
ANALYTICS TRACK CONTENT SHARES
kmullett AnalyticsIndy
are those sharing buttons working
what caused the most sharesdid it bring any traffic back
ANALYTICS TRACK EMAIL CAMPAIGNS
how is the quality of this email list
open rates and click through
kmullett AnalyticsIndy
ANALYTICS SO WHY GOOGLE ANALYTICS
in 2005 Google purchases Urchin Urchin was a top player in analytics simpler interface than most server analytics ties in with AdWords for campaign tracking it is free Google is taking over the world
kmullett AnalyticsIndy
ANALYTICS WHY WOULD CIRRUS ABS CARE
Cirrus ABS needed a vehicle for proving the value of our process and solutions and how they differed from othersbull online marketing on the rise traditional marketing
decliningbull importance of search engine optimization
trafficvisibilitybull visitor centric sites with paths to conversion
kmullett AnalyticsIndy
ANALYTICS BUT THE NUMBERS DONrsquoT MATCH
each software developer decides what metrics should be included and the criteria that make them up
kmullett AnalyticsIndy
ANALYTICS CUSTOMIZING YOUR DASHBOARD
get the information you need quickly
1 browse to the report you want to add2 select the ldquoadd to dashboardrdquo button3 select the ldquoview dashboardrdquo link4 repeat for other reports you would like to add
kmullett AnalyticsIndy
ANALYTICS REPORTS TO SHARE OR KEEP
exporting one time reports1 navigate to the report you want to create
example ldquocontentrdquo gt ldquotop contentrdquo2 select the ldquoexportrdquo drop down tab3 select the appropriate format
PDF (vector output for quality visual reference ease of sharing) XML (extensible markup language) CSV (comma separated value Excel) TSV (tabbed separated value Excel)
4 save (different per browser)
kmullett AnalyticsIndy
ANALYTICS SCHEDULED ATTENTION
now letrsquos create an automated report1 navigate to the report you want to create
example ldquocontentrdquo raquo ldquotop contentrdquo
2 click the ldquoemailrdquo button3 click the ldquoschedulerdquo tab4 input emails andor check ldquosend to merdquo5 fill in the remaining fields6 select the desired format7 select daily weekly monthly quarterly8 optionally select to include
a ldquodate comparisonrdquo9 click ldquoschedulerdquo
kmullett AnalyticsIndy
ANALYTICS DOOMED TO REPEAT THE PAST
comparing a specified date range to the past1 select a month (from the main dashboard)
2 check ldquocompare to pastrdquo and select a previous month3 click ldquoapplyrdquo
kmullett AnalyticsIndy
ANALYTICS ANNOTATING KEY EVENTS
a favorite feature of Google Analytics is annotation1 select a date range (from the main dashboard)
2 click the dot that corresponds to a date of a known event3 type in the annotation and save
kmullett AnalyticsIndy
ANALYTICS COMPARE METRICS
letrsquos compare some metrics for better insight1 click the ldquovisitsrdquo drop down tab2 click the ldquocompare two metricsrdquo
hover over points on the graph for more information select other metrics to compare
kmullett AnalyticsIndy
ANALYTICS INBOUND SOCIAL
advanced segments help tell the story (regular expression)facebookcom|fbme|twittercom|tco|tinyurl|hootsuiteco
m|owly|bitly|htly|linkedincom|stumbleuponcom|supr|tumblrcom|slideshare|youtubecom|youtube|ningcom|dailyboothcom|flickrcom|flickr
kmullett AnalyticsIndy
ANALYTICS BOUNCE RATES DEFINED
what is a bounce rate landed on and left from a given page (any page) on your site allowed their session to timeout (GArsquos session timeout is 30
minutes) upon returning from eating lunch a new session would start and the
previous one would be counted as a bounce a lost internet connection may count as a new session when restored
in some situations back button used to leave the site typed a new address into the address bar to leave closed the browser window or tab no further currently defined action took place
they might have called but unless you have a special phone numberhellip
kmullett AnalyticsIndy
ANALYTICS WHY IS BOUNCE IMPORTANT
bounce as an indicator possible inadequate paths to action (next steps)
if they make it to ldquocontact usrdquo do they end up on ldquothank yourdquo
shows lost conversions or missed client acquisitions does the landing page match the marketing offer
spotlights visit quality and page relevancy to visitors wasted efforts attracting visitors for the wrong keyword phrases
kmullett AnalyticsIndy
ANALYTICS EXCEPTIONS TO BOUNCE RULE
certain sitesvisits are likely to have higher bounce rates
blogs and news where the visitor is looking at a specific article informational searches (as opposed to navigational or transactional)
follow a search result for specific information sites with timely information on the homepage
event calendars and clubs
according to Avinash Kaushik a respected GArsquos expert an average
bounce rate is 40-60 ldquoIt is really had to get a bounce rate under 20 anything
over 35 is cause for concern 50 (above) is worryingrdquo Avinash Kaushik
kmullett AnalyticsIndy
ANALYTICS TARGETED KEYWORD OR NOTlets see a keyword example for a given metric1 click ldquotraffic sources in the left nav2 select ldquokeywords 3 select non-paidrdquo
reasons for high keyword bounce rate incorrect keyword target for your site the landing page doesnrsquot fit the visitors needs unclear SEFurls meta descriptions or page titles found exactly what they needed and required no further
action
kmullett AnalyticsIndy
ANALYTICS DEEPER KEYWORD RESEARCH
where are people searching from 1 click a keyword link 2 select ldquodimension source to see traffic by search engines
now we can investigate high bounces by term and search engine
kmullett AnalyticsIndy
ANALYTICS MONITORING ON-SITE SEARCH
site search setup information if you have a search box on your site must know the parameters of each type edit via the Google Analytics profile
tracking how visitors search on your site1 click ldquocontentrdquo gt ldquosite searchrdquo in the left nav2 click ldquousagerdquo (is it trending up or down after a recent change)3 click ldquosearch termsrdquo (what are they looking for)
4 click ldquostart pagesrdquo (where they get lost most often)
kmullett AnalyticsIndy
ANALYTICS CREATING GOALS
first time goal creation1 click ldquogoals in the left nav2 select ldquoset up goals and funnels 3 select ldquoadd goalrdquo4 name the goal ldquocontact usrdquo5 select the ldquourl destinationrdquo radio button6 go to your contact us page and copy
the url now paste that url into the ldquogoal urlrdquo box7 click ldquosave goalrdquo
note additional goals setup from ldquoanalytics settingsrdquo raquo ldquoeditrdquo raquo ldquo+ add goalrdquo
kmullett AnalyticsIndy
ANALYTICS VISUALIZING GOALS
adding a funnel to the goal
1 click ldquoyes create a funnel for this goalrdquo2 enter the first url and name it3 click ldquoadd goal funnel steprdquo4 repeat step 2 and 3 until the funnel is
complete
kmullett AnalyticsIndy
ANALYTICS DEPTH OF VISIT
how many pages do they visit
1 click ldquoVisitors in the left nav2 select ldquoVisitor Loyalty 3 select ldquoDepth of Visitrdquo
kmullett AnalyticsIndy
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS WHY ANALYTICS MATTER
whatrsquos really working
SEO social media offline methods other
kmullett AnalyticsIndy
ANALYTICS ARE WE CONNECTING THE DOTS
we need to knowhellip
which marketing methods promotions social channels and advertising work
where to allocate marketing dollars based on ROI
where do visitors really come from offline and online tracking of marketing
kmullett AnalyticsIndy
ANALYTICS WHAT CAN ANALYTICS CAN TELL USwhat might not be working
human trafficvisitorssearch botsspidersgeneral performance and platform information
kmullett AnalyticsIndy
ANALYTICS ARE THERE ISSUES
how is the performance ofhellip
keyword phrases we are found forour audience message (demographics)social activity changes message growthour site (browsers resolution platforms)pages and specifically calls to action
- does the copy call to actions or imagery need changedover all site issues (errors bounce rate)
kmullett AnalyticsIndy
ANALYTICS HOW GRANULAR
kmullett AnalyticsIndy
trends cause effect abnormalitieshellipdid it work
ANALYTICS THE DIFFERENT CHOICES
server level statistics (by host AW Stats WebTrends Urchin) CMS (specific to each content management system) third party (external to site services Google Analytics
Chartbeat Clicky Woopra crazyegg)
kmullett AnalyticsIndy
ANALYTICS PLENTY OF OTHERS
aggregators (stats from multiple sources and services postrank) nichersquo (measure specific services like social networks or metrics
ClickTale Facebook Insights Buzz-Charts Twitalyzer)
kmullett AnalyticsIndy
ANALYTICS NO GOOD IF NEVER SEEN
The best analytics package wont help if never reviewed deciphered and acted upon Set up automated reports or schedule reminders
kmullett AnalyticsIndy
ANALYTICS POSTRANK SITES + SOCIAL
data from siteblog is matched with social channel engagement points (acquired by google)
kmullett AnalyticsIndy
ANALYTICS TRACK YOUR LINKS
setup a bitly URL shortener account(i know of over 30 other url-shorteners but bitly is trusted
amp widely used) kmullett AnalyticsIndy
ANALYTICS TRACK CONTENT SHARES
kmullett AnalyticsIndy
are those sharing buttons working
what caused the most sharesdid it bring any traffic back
ANALYTICS TRACK EMAIL CAMPAIGNS
how is the quality of this email list
open rates and click through
kmullett AnalyticsIndy
ANALYTICS SO WHY GOOGLE ANALYTICS
in 2005 Google purchases Urchin Urchin was a top player in analytics simpler interface than most server analytics ties in with AdWords for campaign tracking it is free Google is taking over the world
kmullett AnalyticsIndy
ANALYTICS WHY WOULD CIRRUS ABS CARE
Cirrus ABS needed a vehicle for proving the value of our process and solutions and how they differed from othersbull online marketing on the rise traditional marketing
decliningbull importance of search engine optimization
trafficvisibilitybull visitor centric sites with paths to conversion
kmullett AnalyticsIndy
ANALYTICS BUT THE NUMBERS DONrsquoT MATCH
each software developer decides what metrics should be included and the criteria that make them up
kmullett AnalyticsIndy
ANALYTICS CUSTOMIZING YOUR DASHBOARD
get the information you need quickly
1 browse to the report you want to add2 select the ldquoadd to dashboardrdquo button3 select the ldquoview dashboardrdquo link4 repeat for other reports you would like to add
kmullett AnalyticsIndy
ANALYTICS REPORTS TO SHARE OR KEEP
exporting one time reports1 navigate to the report you want to create
example ldquocontentrdquo gt ldquotop contentrdquo2 select the ldquoexportrdquo drop down tab3 select the appropriate format
PDF (vector output for quality visual reference ease of sharing) XML (extensible markup language) CSV (comma separated value Excel) TSV (tabbed separated value Excel)
4 save (different per browser)
kmullett AnalyticsIndy
ANALYTICS SCHEDULED ATTENTION
now letrsquos create an automated report1 navigate to the report you want to create
example ldquocontentrdquo raquo ldquotop contentrdquo
2 click the ldquoemailrdquo button3 click the ldquoschedulerdquo tab4 input emails andor check ldquosend to merdquo5 fill in the remaining fields6 select the desired format7 select daily weekly monthly quarterly8 optionally select to include
a ldquodate comparisonrdquo9 click ldquoschedulerdquo
kmullett AnalyticsIndy
ANALYTICS DOOMED TO REPEAT THE PAST
comparing a specified date range to the past1 select a month (from the main dashboard)
2 check ldquocompare to pastrdquo and select a previous month3 click ldquoapplyrdquo
kmullett AnalyticsIndy
ANALYTICS ANNOTATING KEY EVENTS
a favorite feature of Google Analytics is annotation1 select a date range (from the main dashboard)
2 click the dot that corresponds to a date of a known event3 type in the annotation and save
kmullett AnalyticsIndy
ANALYTICS COMPARE METRICS
letrsquos compare some metrics for better insight1 click the ldquovisitsrdquo drop down tab2 click the ldquocompare two metricsrdquo
hover over points on the graph for more information select other metrics to compare
kmullett AnalyticsIndy
ANALYTICS INBOUND SOCIAL
advanced segments help tell the story (regular expression)facebookcom|fbme|twittercom|tco|tinyurl|hootsuiteco
m|owly|bitly|htly|linkedincom|stumbleuponcom|supr|tumblrcom|slideshare|youtubecom|youtube|ningcom|dailyboothcom|flickrcom|flickr
kmullett AnalyticsIndy
ANALYTICS BOUNCE RATES DEFINED
what is a bounce rate landed on and left from a given page (any page) on your site allowed their session to timeout (GArsquos session timeout is 30
minutes) upon returning from eating lunch a new session would start and the
previous one would be counted as a bounce a lost internet connection may count as a new session when restored
in some situations back button used to leave the site typed a new address into the address bar to leave closed the browser window or tab no further currently defined action took place
they might have called but unless you have a special phone numberhellip
kmullett AnalyticsIndy
ANALYTICS WHY IS BOUNCE IMPORTANT
bounce as an indicator possible inadequate paths to action (next steps)
if they make it to ldquocontact usrdquo do they end up on ldquothank yourdquo
shows lost conversions or missed client acquisitions does the landing page match the marketing offer
spotlights visit quality and page relevancy to visitors wasted efforts attracting visitors for the wrong keyword phrases
kmullett AnalyticsIndy
ANALYTICS EXCEPTIONS TO BOUNCE RULE
certain sitesvisits are likely to have higher bounce rates
blogs and news where the visitor is looking at a specific article informational searches (as opposed to navigational or transactional)
follow a search result for specific information sites with timely information on the homepage
event calendars and clubs
according to Avinash Kaushik a respected GArsquos expert an average
bounce rate is 40-60 ldquoIt is really had to get a bounce rate under 20 anything
over 35 is cause for concern 50 (above) is worryingrdquo Avinash Kaushik
kmullett AnalyticsIndy
ANALYTICS TARGETED KEYWORD OR NOTlets see a keyword example for a given metric1 click ldquotraffic sources in the left nav2 select ldquokeywords 3 select non-paidrdquo
reasons for high keyword bounce rate incorrect keyword target for your site the landing page doesnrsquot fit the visitors needs unclear SEFurls meta descriptions or page titles found exactly what they needed and required no further
action
kmullett AnalyticsIndy
ANALYTICS DEEPER KEYWORD RESEARCH
where are people searching from 1 click a keyword link 2 select ldquodimension source to see traffic by search engines
now we can investigate high bounces by term and search engine
kmullett AnalyticsIndy
ANALYTICS MONITORING ON-SITE SEARCH
site search setup information if you have a search box on your site must know the parameters of each type edit via the Google Analytics profile
tracking how visitors search on your site1 click ldquocontentrdquo gt ldquosite searchrdquo in the left nav2 click ldquousagerdquo (is it trending up or down after a recent change)3 click ldquosearch termsrdquo (what are they looking for)
4 click ldquostart pagesrdquo (where they get lost most often)
kmullett AnalyticsIndy
ANALYTICS CREATING GOALS
first time goal creation1 click ldquogoals in the left nav2 select ldquoset up goals and funnels 3 select ldquoadd goalrdquo4 name the goal ldquocontact usrdquo5 select the ldquourl destinationrdquo radio button6 go to your contact us page and copy
the url now paste that url into the ldquogoal urlrdquo box7 click ldquosave goalrdquo
note additional goals setup from ldquoanalytics settingsrdquo raquo ldquoeditrdquo raquo ldquo+ add goalrdquo
kmullett AnalyticsIndy
ANALYTICS VISUALIZING GOALS
adding a funnel to the goal
1 click ldquoyes create a funnel for this goalrdquo2 enter the first url and name it3 click ldquoadd goal funnel steprdquo4 repeat step 2 and 3 until the funnel is
complete
kmullett AnalyticsIndy
ANALYTICS DEPTH OF VISIT
how many pages do they visit
1 click ldquoVisitors in the left nav2 select ldquoVisitor Loyalty 3 select ldquoDepth of Visitrdquo
kmullett AnalyticsIndy
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS ARE WE CONNECTING THE DOTS
we need to knowhellip
which marketing methods promotions social channels and advertising work
where to allocate marketing dollars based on ROI
where do visitors really come from offline and online tracking of marketing
kmullett AnalyticsIndy
ANALYTICS WHAT CAN ANALYTICS CAN TELL USwhat might not be working
human trafficvisitorssearch botsspidersgeneral performance and platform information
kmullett AnalyticsIndy
ANALYTICS ARE THERE ISSUES
how is the performance ofhellip
keyword phrases we are found forour audience message (demographics)social activity changes message growthour site (browsers resolution platforms)pages and specifically calls to action
- does the copy call to actions or imagery need changedover all site issues (errors bounce rate)
kmullett AnalyticsIndy
ANALYTICS HOW GRANULAR
kmullett AnalyticsIndy
trends cause effect abnormalitieshellipdid it work
ANALYTICS THE DIFFERENT CHOICES
server level statistics (by host AW Stats WebTrends Urchin) CMS (specific to each content management system) third party (external to site services Google Analytics
Chartbeat Clicky Woopra crazyegg)
kmullett AnalyticsIndy
ANALYTICS PLENTY OF OTHERS
aggregators (stats from multiple sources and services postrank) nichersquo (measure specific services like social networks or metrics
ClickTale Facebook Insights Buzz-Charts Twitalyzer)
kmullett AnalyticsIndy
ANALYTICS NO GOOD IF NEVER SEEN
The best analytics package wont help if never reviewed deciphered and acted upon Set up automated reports or schedule reminders
kmullett AnalyticsIndy
ANALYTICS POSTRANK SITES + SOCIAL
data from siteblog is matched with social channel engagement points (acquired by google)
kmullett AnalyticsIndy
ANALYTICS TRACK YOUR LINKS
setup a bitly URL shortener account(i know of over 30 other url-shorteners but bitly is trusted
amp widely used) kmullett AnalyticsIndy
ANALYTICS TRACK CONTENT SHARES
kmullett AnalyticsIndy
are those sharing buttons working
what caused the most sharesdid it bring any traffic back
ANALYTICS TRACK EMAIL CAMPAIGNS
how is the quality of this email list
open rates and click through
kmullett AnalyticsIndy
ANALYTICS SO WHY GOOGLE ANALYTICS
in 2005 Google purchases Urchin Urchin was a top player in analytics simpler interface than most server analytics ties in with AdWords for campaign tracking it is free Google is taking over the world
kmullett AnalyticsIndy
ANALYTICS WHY WOULD CIRRUS ABS CARE
Cirrus ABS needed a vehicle for proving the value of our process and solutions and how they differed from othersbull online marketing on the rise traditional marketing
decliningbull importance of search engine optimization
trafficvisibilitybull visitor centric sites with paths to conversion
kmullett AnalyticsIndy
ANALYTICS BUT THE NUMBERS DONrsquoT MATCH
each software developer decides what metrics should be included and the criteria that make them up
kmullett AnalyticsIndy
ANALYTICS CUSTOMIZING YOUR DASHBOARD
get the information you need quickly
1 browse to the report you want to add2 select the ldquoadd to dashboardrdquo button3 select the ldquoview dashboardrdquo link4 repeat for other reports you would like to add
kmullett AnalyticsIndy
ANALYTICS REPORTS TO SHARE OR KEEP
exporting one time reports1 navigate to the report you want to create
example ldquocontentrdquo gt ldquotop contentrdquo2 select the ldquoexportrdquo drop down tab3 select the appropriate format
PDF (vector output for quality visual reference ease of sharing) XML (extensible markup language) CSV (comma separated value Excel) TSV (tabbed separated value Excel)
4 save (different per browser)
kmullett AnalyticsIndy
ANALYTICS SCHEDULED ATTENTION
now letrsquos create an automated report1 navigate to the report you want to create
example ldquocontentrdquo raquo ldquotop contentrdquo
2 click the ldquoemailrdquo button3 click the ldquoschedulerdquo tab4 input emails andor check ldquosend to merdquo5 fill in the remaining fields6 select the desired format7 select daily weekly monthly quarterly8 optionally select to include
a ldquodate comparisonrdquo9 click ldquoschedulerdquo
kmullett AnalyticsIndy
ANALYTICS DOOMED TO REPEAT THE PAST
comparing a specified date range to the past1 select a month (from the main dashboard)
2 check ldquocompare to pastrdquo and select a previous month3 click ldquoapplyrdquo
kmullett AnalyticsIndy
ANALYTICS ANNOTATING KEY EVENTS
a favorite feature of Google Analytics is annotation1 select a date range (from the main dashboard)
2 click the dot that corresponds to a date of a known event3 type in the annotation and save
kmullett AnalyticsIndy
ANALYTICS COMPARE METRICS
letrsquos compare some metrics for better insight1 click the ldquovisitsrdquo drop down tab2 click the ldquocompare two metricsrdquo
hover over points on the graph for more information select other metrics to compare
kmullett AnalyticsIndy
ANALYTICS INBOUND SOCIAL
advanced segments help tell the story (regular expression)facebookcom|fbme|twittercom|tco|tinyurl|hootsuiteco
m|owly|bitly|htly|linkedincom|stumbleuponcom|supr|tumblrcom|slideshare|youtubecom|youtube|ningcom|dailyboothcom|flickrcom|flickr
kmullett AnalyticsIndy
ANALYTICS BOUNCE RATES DEFINED
what is a bounce rate landed on and left from a given page (any page) on your site allowed their session to timeout (GArsquos session timeout is 30
minutes) upon returning from eating lunch a new session would start and the
previous one would be counted as a bounce a lost internet connection may count as a new session when restored
in some situations back button used to leave the site typed a new address into the address bar to leave closed the browser window or tab no further currently defined action took place
they might have called but unless you have a special phone numberhellip
kmullett AnalyticsIndy
ANALYTICS WHY IS BOUNCE IMPORTANT
bounce as an indicator possible inadequate paths to action (next steps)
if they make it to ldquocontact usrdquo do they end up on ldquothank yourdquo
shows lost conversions or missed client acquisitions does the landing page match the marketing offer
spotlights visit quality and page relevancy to visitors wasted efforts attracting visitors for the wrong keyword phrases
kmullett AnalyticsIndy
ANALYTICS EXCEPTIONS TO BOUNCE RULE
certain sitesvisits are likely to have higher bounce rates
blogs and news where the visitor is looking at a specific article informational searches (as opposed to navigational or transactional)
follow a search result for specific information sites with timely information on the homepage
event calendars and clubs
according to Avinash Kaushik a respected GArsquos expert an average
bounce rate is 40-60 ldquoIt is really had to get a bounce rate under 20 anything
over 35 is cause for concern 50 (above) is worryingrdquo Avinash Kaushik
kmullett AnalyticsIndy
ANALYTICS TARGETED KEYWORD OR NOTlets see a keyword example for a given metric1 click ldquotraffic sources in the left nav2 select ldquokeywords 3 select non-paidrdquo
reasons for high keyword bounce rate incorrect keyword target for your site the landing page doesnrsquot fit the visitors needs unclear SEFurls meta descriptions or page titles found exactly what they needed and required no further
action
kmullett AnalyticsIndy
ANALYTICS DEEPER KEYWORD RESEARCH
where are people searching from 1 click a keyword link 2 select ldquodimension source to see traffic by search engines
now we can investigate high bounces by term and search engine
kmullett AnalyticsIndy
ANALYTICS MONITORING ON-SITE SEARCH
site search setup information if you have a search box on your site must know the parameters of each type edit via the Google Analytics profile
tracking how visitors search on your site1 click ldquocontentrdquo gt ldquosite searchrdquo in the left nav2 click ldquousagerdquo (is it trending up or down after a recent change)3 click ldquosearch termsrdquo (what are they looking for)
4 click ldquostart pagesrdquo (where they get lost most often)
kmullett AnalyticsIndy
ANALYTICS CREATING GOALS
first time goal creation1 click ldquogoals in the left nav2 select ldquoset up goals and funnels 3 select ldquoadd goalrdquo4 name the goal ldquocontact usrdquo5 select the ldquourl destinationrdquo radio button6 go to your contact us page and copy
the url now paste that url into the ldquogoal urlrdquo box7 click ldquosave goalrdquo
note additional goals setup from ldquoanalytics settingsrdquo raquo ldquoeditrdquo raquo ldquo+ add goalrdquo
kmullett AnalyticsIndy
ANALYTICS VISUALIZING GOALS
adding a funnel to the goal
1 click ldquoyes create a funnel for this goalrdquo2 enter the first url and name it3 click ldquoadd goal funnel steprdquo4 repeat step 2 and 3 until the funnel is
complete
kmullett AnalyticsIndy
ANALYTICS DEPTH OF VISIT
how many pages do they visit
1 click ldquoVisitors in the left nav2 select ldquoVisitor Loyalty 3 select ldquoDepth of Visitrdquo
kmullett AnalyticsIndy
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS WHAT CAN ANALYTICS CAN TELL USwhat might not be working
human trafficvisitorssearch botsspidersgeneral performance and platform information
kmullett AnalyticsIndy
ANALYTICS ARE THERE ISSUES
how is the performance ofhellip
keyword phrases we are found forour audience message (demographics)social activity changes message growthour site (browsers resolution platforms)pages and specifically calls to action
- does the copy call to actions or imagery need changedover all site issues (errors bounce rate)
kmullett AnalyticsIndy
ANALYTICS HOW GRANULAR
kmullett AnalyticsIndy
trends cause effect abnormalitieshellipdid it work
ANALYTICS THE DIFFERENT CHOICES
server level statistics (by host AW Stats WebTrends Urchin) CMS (specific to each content management system) third party (external to site services Google Analytics
Chartbeat Clicky Woopra crazyegg)
kmullett AnalyticsIndy
ANALYTICS PLENTY OF OTHERS
aggregators (stats from multiple sources and services postrank) nichersquo (measure specific services like social networks or metrics
ClickTale Facebook Insights Buzz-Charts Twitalyzer)
kmullett AnalyticsIndy
ANALYTICS NO GOOD IF NEVER SEEN
The best analytics package wont help if never reviewed deciphered and acted upon Set up automated reports or schedule reminders
kmullett AnalyticsIndy
ANALYTICS POSTRANK SITES + SOCIAL
data from siteblog is matched with social channel engagement points (acquired by google)
kmullett AnalyticsIndy
ANALYTICS TRACK YOUR LINKS
setup a bitly URL shortener account(i know of over 30 other url-shorteners but bitly is trusted
amp widely used) kmullett AnalyticsIndy
ANALYTICS TRACK CONTENT SHARES
kmullett AnalyticsIndy
are those sharing buttons working
what caused the most sharesdid it bring any traffic back
ANALYTICS TRACK EMAIL CAMPAIGNS
how is the quality of this email list
open rates and click through
kmullett AnalyticsIndy
ANALYTICS SO WHY GOOGLE ANALYTICS
in 2005 Google purchases Urchin Urchin was a top player in analytics simpler interface than most server analytics ties in with AdWords for campaign tracking it is free Google is taking over the world
kmullett AnalyticsIndy
ANALYTICS WHY WOULD CIRRUS ABS CARE
Cirrus ABS needed a vehicle for proving the value of our process and solutions and how they differed from othersbull online marketing on the rise traditional marketing
decliningbull importance of search engine optimization
trafficvisibilitybull visitor centric sites with paths to conversion
kmullett AnalyticsIndy
ANALYTICS BUT THE NUMBERS DONrsquoT MATCH
each software developer decides what metrics should be included and the criteria that make them up
kmullett AnalyticsIndy
ANALYTICS CUSTOMIZING YOUR DASHBOARD
get the information you need quickly
1 browse to the report you want to add2 select the ldquoadd to dashboardrdquo button3 select the ldquoview dashboardrdquo link4 repeat for other reports you would like to add
kmullett AnalyticsIndy
ANALYTICS REPORTS TO SHARE OR KEEP
exporting one time reports1 navigate to the report you want to create
example ldquocontentrdquo gt ldquotop contentrdquo2 select the ldquoexportrdquo drop down tab3 select the appropriate format
PDF (vector output for quality visual reference ease of sharing) XML (extensible markup language) CSV (comma separated value Excel) TSV (tabbed separated value Excel)
4 save (different per browser)
kmullett AnalyticsIndy
ANALYTICS SCHEDULED ATTENTION
now letrsquos create an automated report1 navigate to the report you want to create
example ldquocontentrdquo raquo ldquotop contentrdquo
2 click the ldquoemailrdquo button3 click the ldquoschedulerdquo tab4 input emails andor check ldquosend to merdquo5 fill in the remaining fields6 select the desired format7 select daily weekly monthly quarterly8 optionally select to include
a ldquodate comparisonrdquo9 click ldquoschedulerdquo
kmullett AnalyticsIndy
ANALYTICS DOOMED TO REPEAT THE PAST
comparing a specified date range to the past1 select a month (from the main dashboard)
2 check ldquocompare to pastrdquo and select a previous month3 click ldquoapplyrdquo
kmullett AnalyticsIndy
ANALYTICS ANNOTATING KEY EVENTS
a favorite feature of Google Analytics is annotation1 select a date range (from the main dashboard)
2 click the dot that corresponds to a date of a known event3 type in the annotation and save
kmullett AnalyticsIndy
ANALYTICS COMPARE METRICS
letrsquos compare some metrics for better insight1 click the ldquovisitsrdquo drop down tab2 click the ldquocompare two metricsrdquo
hover over points on the graph for more information select other metrics to compare
kmullett AnalyticsIndy
ANALYTICS INBOUND SOCIAL
advanced segments help tell the story (regular expression)facebookcom|fbme|twittercom|tco|tinyurl|hootsuiteco
m|owly|bitly|htly|linkedincom|stumbleuponcom|supr|tumblrcom|slideshare|youtubecom|youtube|ningcom|dailyboothcom|flickrcom|flickr
kmullett AnalyticsIndy
ANALYTICS BOUNCE RATES DEFINED
what is a bounce rate landed on and left from a given page (any page) on your site allowed their session to timeout (GArsquos session timeout is 30
minutes) upon returning from eating lunch a new session would start and the
previous one would be counted as a bounce a lost internet connection may count as a new session when restored
in some situations back button used to leave the site typed a new address into the address bar to leave closed the browser window or tab no further currently defined action took place
they might have called but unless you have a special phone numberhellip
kmullett AnalyticsIndy
ANALYTICS WHY IS BOUNCE IMPORTANT
bounce as an indicator possible inadequate paths to action (next steps)
if they make it to ldquocontact usrdquo do they end up on ldquothank yourdquo
shows lost conversions or missed client acquisitions does the landing page match the marketing offer
spotlights visit quality and page relevancy to visitors wasted efforts attracting visitors for the wrong keyword phrases
kmullett AnalyticsIndy
ANALYTICS EXCEPTIONS TO BOUNCE RULE
certain sitesvisits are likely to have higher bounce rates
blogs and news where the visitor is looking at a specific article informational searches (as opposed to navigational or transactional)
follow a search result for specific information sites with timely information on the homepage
event calendars and clubs
according to Avinash Kaushik a respected GArsquos expert an average
bounce rate is 40-60 ldquoIt is really had to get a bounce rate under 20 anything
over 35 is cause for concern 50 (above) is worryingrdquo Avinash Kaushik
kmullett AnalyticsIndy
ANALYTICS TARGETED KEYWORD OR NOTlets see a keyword example for a given metric1 click ldquotraffic sources in the left nav2 select ldquokeywords 3 select non-paidrdquo
reasons for high keyword bounce rate incorrect keyword target for your site the landing page doesnrsquot fit the visitors needs unclear SEFurls meta descriptions or page titles found exactly what they needed and required no further
action
kmullett AnalyticsIndy
ANALYTICS DEEPER KEYWORD RESEARCH
where are people searching from 1 click a keyword link 2 select ldquodimension source to see traffic by search engines
now we can investigate high bounces by term and search engine
kmullett AnalyticsIndy
ANALYTICS MONITORING ON-SITE SEARCH
site search setup information if you have a search box on your site must know the parameters of each type edit via the Google Analytics profile
tracking how visitors search on your site1 click ldquocontentrdquo gt ldquosite searchrdquo in the left nav2 click ldquousagerdquo (is it trending up or down after a recent change)3 click ldquosearch termsrdquo (what are they looking for)
4 click ldquostart pagesrdquo (where they get lost most often)
kmullett AnalyticsIndy
ANALYTICS CREATING GOALS
first time goal creation1 click ldquogoals in the left nav2 select ldquoset up goals and funnels 3 select ldquoadd goalrdquo4 name the goal ldquocontact usrdquo5 select the ldquourl destinationrdquo radio button6 go to your contact us page and copy
the url now paste that url into the ldquogoal urlrdquo box7 click ldquosave goalrdquo
note additional goals setup from ldquoanalytics settingsrdquo raquo ldquoeditrdquo raquo ldquo+ add goalrdquo
kmullett AnalyticsIndy
ANALYTICS VISUALIZING GOALS
adding a funnel to the goal
1 click ldquoyes create a funnel for this goalrdquo2 enter the first url and name it3 click ldquoadd goal funnel steprdquo4 repeat step 2 and 3 until the funnel is
complete
kmullett AnalyticsIndy
ANALYTICS DEPTH OF VISIT
how many pages do they visit
1 click ldquoVisitors in the left nav2 select ldquoVisitor Loyalty 3 select ldquoDepth of Visitrdquo
kmullett AnalyticsIndy
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS ARE THERE ISSUES
how is the performance ofhellip
keyword phrases we are found forour audience message (demographics)social activity changes message growthour site (browsers resolution platforms)pages and specifically calls to action
- does the copy call to actions or imagery need changedover all site issues (errors bounce rate)
kmullett AnalyticsIndy
ANALYTICS HOW GRANULAR
kmullett AnalyticsIndy
trends cause effect abnormalitieshellipdid it work
ANALYTICS THE DIFFERENT CHOICES
server level statistics (by host AW Stats WebTrends Urchin) CMS (specific to each content management system) third party (external to site services Google Analytics
Chartbeat Clicky Woopra crazyegg)
kmullett AnalyticsIndy
ANALYTICS PLENTY OF OTHERS
aggregators (stats from multiple sources and services postrank) nichersquo (measure specific services like social networks or metrics
ClickTale Facebook Insights Buzz-Charts Twitalyzer)
kmullett AnalyticsIndy
ANALYTICS NO GOOD IF NEVER SEEN
The best analytics package wont help if never reviewed deciphered and acted upon Set up automated reports or schedule reminders
kmullett AnalyticsIndy
ANALYTICS POSTRANK SITES + SOCIAL
data from siteblog is matched with social channel engagement points (acquired by google)
kmullett AnalyticsIndy
ANALYTICS TRACK YOUR LINKS
setup a bitly URL shortener account(i know of over 30 other url-shorteners but bitly is trusted
amp widely used) kmullett AnalyticsIndy
ANALYTICS TRACK CONTENT SHARES
kmullett AnalyticsIndy
are those sharing buttons working
what caused the most sharesdid it bring any traffic back
ANALYTICS TRACK EMAIL CAMPAIGNS
how is the quality of this email list
open rates and click through
kmullett AnalyticsIndy
ANALYTICS SO WHY GOOGLE ANALYTICS
in 2005 Google purchases Urchin Urchin was a top player in analytics simpler interface than most server analytics ties in with AdWords for campaign tracking it is free Google is taking over the world
kmullett AnalyticsIndy
ANALYTICS WHY WOULD CIRRUS ABS CARE
Cirrus ABS needed a vehicle for proving the value of our process and solutions and how they differed from othersbull online marketing on the rise traditional marketing
decliningbull importance of search engine optimization
trafficvisibilitybull visitor centric sites with paths to conversion
kmullett AnalyticsIndy
ANALYTICS BUT THE NUMBERS DONrsquoT MATCH
each software developer decides what metrics should be included and the criteria that make them up
kmullett AnalyticsIndy
ANALYTICS CUSTOMIZING YOUR DASHBOARD
get the information you need quickly
1 browse to the report you want to add2 select the ldquoadd to dashboardrdquo button3 select the ldquoview dashboardrdquo link4 repeat for other reports you would like to add
kmullett AnalyticsIndy
ANALYTICS REPORTS TO SHARE OR KEEP
exporting one time reports1 navigate to the report you want to create
example ldquocontentrdquo gt ldquotop contentrdquo2 select the ldquoexportrdquo drop down tab3 select the appropriate format
PDF (vector output for quality visual reference ease of sharing) XML (extensible markup language) CSV (comma separated value Excel) TSV (tabbed separated value Excel)
4 save (different per browser)
kmullett AnalyticsIndy
ANALYTICS SCHEDULED ATTENTION
now letrsquos create an automated report1 navigate to the report you want to create
example ldquocontentrdquo raquo ldquotop contentrdquo
2 click the ldquoemailrdquo button3 click the ldquoschedulerdquo tab4 input emails andor check ldquosend to merdquo5 fill in the remaining fields6 select the desired format7 select daily weekly monthly quarterly8 optionally select to include
a ldquodate comparisonrdquo9 click ldquoschedulerdquo
kmullett AnalyticsIndy
ANALYTICS DOOMED TO REPEAT THE PAST
comparing a specified date range to the past1 select a month (from the main dashboard)
2 check ldquocompare to pastrdquo and select a previous month3 click ldquoapplyrdquo
kmullett AnalyticsIndy
ANALYTICS ANNOTATING KEY EVENTS
a favorite feature of Google Analytics is annotation1 select a date range (from the main dashboard)
2 click the dot that corresponds to a date of a known event3 type in the annotation and save
kmullett AnalyticsIndy
ANALYTICS COMPARE METRICS
letrsquos compare some metrics for better insight1 click the ldquovisitsrdquo drop down tab2 click the ldquocompare two metricsrdquo
hover over points on the graph for more information select other metrics to compare
kmullett AnalyticsIndy
ANALYTICS INBOUND SOCIAL
advanced segments help tell the story (regular expression)facebookcom|fbme|twittercom|tco|tinyurl|hootsuiteco
m|owly|bitly|htly|linkedincom|stumbleuponcom|supr|tumblrcom|slideshare|youtubecom|youtube|ningcom|dailyboothcom|flickrcom|flickr
kmullett AnalyticsIndy
ANALYTICS BOUNCE RATES DEFINED
what is a bounce rate landed on and left from a given page (any page) on your site allowed their session to timeout (GArsquos session timeout is 30
minutes) upon returning from eating lunch a new session would start and the
previous one would be counted as a bounce a lost internet connection may count as a new session when restored
in some situations back button used to leave the site typed a new address into the address bar to leave closed the browser window or tab no further currently defined action took place
they might have called but unless you have a special phone numberhellip
kmullett AnalyticsIndy
ANALYTICS WHY IS BOUNCE IMPORTANT
bounce as an indicator possible inadequate paths to action (next steps)
if they make it to ldquocontact usrdquo do they end up on ldquothank yourdquo
shows lost conversions or missed client acquisitions does the landing page match the marketing offer
spotlights visit quality and page relevancy to visitors wasted efforts attracting visitors for the wrong keyword phrases
kmullett AnalyticsIndy
ANALYTICS EXCEPTIONS TO BOUNCE RULE
certain sitesvisits are likely to have higher bounce rates
blogs and news where the visitor is looking at a specific article informational searches (as opposed to navigational or transactional)
follow a search result for specific information sites with timely information on the homepage
event calendars and clubs
according to Avinash Kaushik a respected GArsquos expert an average
bounce rate is 40-60 ldquoIt is really had to get a bounce rate under 20 anything
over 35 is cause for concern 50 (above) is worryingrdquo Avinash Kaushik
kmullett AnalyticsIndy
ANALYTICS TARGETED KEYWORD OR NOTlets see a keyword example for a given metric1 click ldquotraffic sources in the left nav2 select ldquokeywords 3 select non-paidrdquo
reasons for high keyword bounce rate incorrect keyword target for your site the landing page doesnrsquot fit the visitors needs unclear SEFurls meta descriptions or page titles found exactly what they needed and required no further
action
kmullett AnalyticsIndy
ANALYTICS DEEPER KEYWORD RESEARCH
where are people searching from 1 click a keyword link 2 select ldquodimension source to see traffic by search engines
now we can investigate high bounces by term and search engine
kmullett AnalyticsIndy
ANALYTICS MONITORING ON-SITE SEARCH
site search setup information if you have a search box on your site must know the parameters of each type edit via the Google Analytics profile
tracking how visitors search on your site1 click ldquocontentrdquo gt ldquosite searchrdquo in the left nav2 click ldquousagerdquo (is it trending up or down after a recent change)3 click ldquosearch termsrdquo (what are they looking for)
4 click ldquostart pagesrdquo (where they get lost most often)
kmullett AnalyticsIndy
ANALYTICS CREATING GOALS
first time goal creation1 click ldquogoals in the left nav2 select ldquoset up goals and funnels 3 select ldquoadd goalrdquo4 name the goal ldquocontact usrdquo5 select the ldquourl destinationrdquo radio button6 go to your contact us page and copy
the url now paste that url into the ldquogoal urlrdquo box7 click ldquosave goalrdquo
note additional goals setup from ldquoanalytics settingsrdquo raquo ldquoeditrdquo raquo ldquo+ add goalrdquo
kmullett AnalyticsIndy
ANALYTICS VISUALIZING GOALS
adding a funnel to the goal
1 click ldquoyes create a funnel for this goalrdquo2 enter the first url and name it3 click ldquoadd goal funnel steprdquo4 repeat step 2 and 3 until the funnel is
complete
kmullett AnalyticsIndy
ANALYTICS DEPTH OF VISIT
how many pages do they visit
1 click ldquoVisitors in the left nav2 select ldquoVisitor Loyalty 3 select ldquoDepth of Visitrdquo
kmullett AnalyticsIndy
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS HOW GRANULAR
kmullett AnalyticsIndy
trends cause effect abnormalitieshellipdid it work
ANALYTICS THE DIFFERENT CHOICES
server level statistics (by host AW Stats WebTrends Urchin) CMS (specific to each content management system) third party (external to site services Google Analytics
Chartbeat Clicky Woopra crazyegg)
kmullett AnalyticsIndy
ANALYTICS PLENTY OF OTHERS
aggregators (stats from multiple sources and services postrank) nichersquo (measure specific services like social networks or metrics
ClickTale Facebook Insights Buzz-Charts Twitalyzer)
kmullett AnalyticsIndy
ANALYTICS NO GOOD IF NEVER SEEN
The best analytics package wont help if never reviewed deciphered and acted upon Set up automated reports or schedule reminders
kmullett AnalyticsIndy
ANALYTICS POSTRANK SITES + SOCIAL
data from siteblog is matched with social channel engagement points (acquired by google)
kmullett AnalyticsIndy
ANALYTICS TRACK YOUR LINKS
setup a bitly URL shortener account(i know of over 30 other url-shorteners but bitly is trusted
amp widely used) kmullett AnalyticsIndy
ANALYTICS TRACK CONTENT SHARES
kmullett AnalyticsIndy
are those sharing buttons working
what caused the most sharesdid it bring any traffic back
ANALYTICS TRACK EMAIL CAMPAIGNS
how is the quality of this email list
open rates and click through
kmullett AnalyticsIndy
ANALYTICS SO WHY GOOGLE ANALYTICS
in 2005 Google purchases Urchin Urchin was a top player in analytics simpler interface than most server analytics ties in with AdWords for campaign tracking it is free Google is taking over the world
kmullett AnalyticsIndy
ANALYTICS WHY WOULD CIRRUS ABS CARE
Cirrus ABS needed a vehicle for proving the value of our process and solutions and how they differed from othersbull online marketing on the rise traditional marketing
decliningbull importance of search engine optimization
trafficvisibilitybull visitor centric sites with paths to conversion
kmullett AnalyticsIndy
ANALYTICS BUT THE NUMBERS DONrsquoT MATCH
each software developer decides what metrics should be included and the criteria that make them up
kmullett AnalyticsIndy
ANALYTICS CUSTOMIZING YOUR DASHBOARD
get the information you need quickly
1 browse to the report you want to add2 select the ldquoadd to dashboardrdquo button3 select the ldquoview dashboardrdquo link4 repeat for other reports you would like to add
kmullett AnalyticsIndy
ANALYTICS REPORTS TO SHARE OR KEEP
exporting one time reports1 navigate to the report you want to create
example ldquocontentrdquo gt ldquotop contentrdquo2 select the ldquoexportrdquo drop down tab3 select the appropriate format
PDF (vector output for quality visual reference ease of sharing) XML (extensible markup language) CSV (comma separated value Excel) TSV (tabbed separated value Excel)
4 save (different per browser)
kmullett AnalyticsIndy
ANALYTICS SCHEDULED ATTENTION
now letrsquos create an automated report1 navigate to the report you want to create
example ldquocontentrdquo raquo ldquotop contentrdquo
2 click the ldquoemailrdquo button3 click the ldquoschedulerdquo tab4 input emails andor check ldquosend to merdquo5 fill in the remaining fields6 select the desired format7 select daily weekly monthly quarterly8 optionally select to include
a ldquodate comparisonrdquo9 click ldquoschedulerdquo
kmullett AnalyticsIndy
ANALYTICS DOOMED TO REPEAT THE PAST
comparing a specified date range to the past1 select a month (from the main dashboard)
2 check ldquocompare to pastrdquo and select a previous month3 click ldquoapplyrdquo
kmullett AnalyticsIndy
ANALYTICS ANNOTATING KEY EVENTS
a favorite feature of Google Analytics is annotation1 select a date range (from the main dashboard)
2 click the dot that corresponds to a date of a known event3 type in the annotation and save
kmullett AnalyticsIndy
ANALYTICS COMPARE METRICS
letrsquos compare some metrics for better insight1 click the ldquovisitsrdquo drop down tab2 click the ldquocompare two metricsrdquo
hover over points on the graph for more information select other metrics to compare
kmullett AnalyticsIndy
ANALYTICS INBOUND SOCIAL
advanced segments help tell the story (regular expression)facebookcom|fbme|twittercom|tco|tinyurl|hootsuiteco
m|owly|bitly|htly|linkedincom|stumbleuponcom|supr|tumblrcom|slideshare|youtubecom|youtube|ningcom|dailyboothcom|flickrcom|flickr
kmullett AnalyticsIndy
ANALYTICS BOUNCE RATES DEFINED
what is a bounce rate landed on and left from a given page (any page) on your site allowed their session to timeout (GArsquos session timeout is 30
minutes) upon returning from eating lunch a new session would start and the
previous one would be counted as a bounce a lost internet connection may count as a new session when restored
in some situations back button used to leave the site typed a new address into the address bar to leave closed the browser window or tab no further currently defined action took place
they might have called but unless you have a special phone numberhellip
kmullett AnalyticsIndy
ANALYTICS WHY IS BOUNCE IMPORTANT
bounce as an indicator possible inadequate paths to action (next steps)
if they make it to ldquocontact usrdquo do they end up on ldquothank yourdquo
shows lost conversions or missed client acquisitions does the landing page match the marketing offer
spotlights visit quality and page relevancy to visitors wasted efforts attracting visitors for the wrong keyword phrases
kmullett AnalyticsIndy
ANALYTICS EXCEPTIONS TO BOUNCE RULE
certain sitesvisits are likely to have higher bounce rates
blogs and news where the visitor is looking at a specific article informational searches (as opposed to navigational or transactional)
follow a search result for specific information sites with timely information on the homepage
event calendars and clubs
according to Avinash Kaushik a respected GArsquos expert an average
bounce rate is 40-60 ldquoIt is really had to get a bounce rate under 20 anything
over 35 is cause for concern 50 (above) is worryingrdquo Avinash Kaushik
kmullett AnalyticsIndy
ANALYTICS TARGETED KEYWORD OR NOTlets see a keyword example for a given metric1 click ldquotraffic sources in the left nav2 select ldquokeywords 3 select non-paidrdquo
reasons for high keyword bounce rate incorrect keyword target for your site the landing page doesnrsquot fit the visitors needs unclear SEFurls meta descriptions or page titles found exactly what they needed and required no further
action
kmullett AnalyticsIndy
ANALYTICS DEEPER KEYWORD RESEARCH
where are people searching from 1 click a keyword link 2 select ldquodimension source to see traffic by search engines
now we can investigate high bounces by term and search engine
kmullett AnalyticsIndy
ANALYTICS MONITORING ON-SITE SEARCH
site search setup information if you have a search box on your site must know the parameters of each type edit via the Google Analytics profile
tracking how visitors search on your site1 click ldquocontentrdquo gt ldquosite searchrdquo in the left nav2 click ldquousagerdquo (is it trending up or down after a recent change)3 click ldquosearch termsrdquo (what are they looking for)
4 click ldquostart pagesrdquo (where they get lost most often)
kmullett AnalyticsIndy
ANALYTICS CREATING GOALS
first time goal creation1 click ldquogoals in the left nav2 select ldquoset up goals and funnels 3 select ldquoadd goalrdquo4 name the goal ldquocontact usrdquo5 select the ldquourl destinationrdquo radio button6 go to your contact us page and copy
the url now paste that url into the ldquogoal urlrdquo box7 click ldquosave goalrdquo
note additional goals setup from ldquoanalytics settingsrdquo raquo ldquoeditrdquo raquo ldquo+ add goalrdquo
kmullett AnalyticsIndy
ANALYTICS VISUALIZING GOALS
adding a funnel to the goal
1 click ldquoyes create a funnel for this goalrdquo2 enter the first url and name it3 click ldquoadd goal funnel steprdquo4 repeat step 2 and 3 until the funnel is
complete
kmullett AnalyticsIndy
ANALYTICS DEPTH OF VISIT
how many pages do they visit
1 click ldquoVisitors in the left nav2 select ldquoVisitor Loyalty 3 select ldquoDepth of Visitrdquo
kmullett AnalyticsIndy
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS THE DIFFERENT CHOICES
server level statistics (by host AW Stats WebTrends Urchin) CMS (specific to each content management system) third party (external to site services Google Analytics
Chartbeat Clicky Woopra crazyegg)
kmullett AnalyticsIndy
ANALYTICS PLENTY OF OTHERS
aggregators (stats from multiple sources and services postrank) nichersquo (measure specific services like social networks or metrics
ClickTale Facebook Insights Buzz-Charts Twitalyzer)
kmullett AnalyticsIndy
ANALYTICS NO GOOD IF NEVER SEEN
The best analytics package wont help if never reviewed deciphered and acted upon Set up automated reports or schedule reminders
kmullett AnalyticsIndy
ANALYTICS POSTRANK SITES + SOCIAL
data from siteblog is matched with social channel engagement points (acquired by google)
kmullett AnalyticsIndy
ANALYTICS TRACK YOUR LINKS
setup a bitly URL shortener account(i know of over 30 other url-shorteners but bitly is trusted
amp widely used) kmullett AnalyticsIndy
ANALYTICS TRACK CONTENT SHARES
kmullett AnalyticsIndy
are those sharing buttons working
what caused the most sharesdid it bring any traffic back
ANALYTICS TRACK EMAIL CAMPAIGNS
how is the quality of this email list
open rates and click through
kmullett AnalyticsIndy
ANALYTICS SO WHY GOOGLE ANALYTICS
in 2005 Google purchases Urchin Urchin was a top player in analytics simpler interface than most server analytics ties in with AdWords for campaign tracking it is free Google is taking over the world
kmullett AnalyticsIndy
ANALYTICS WHY WOULD CIRRUS ABS CARE
Cirrus ABS needed a vehicle for proving the value of our process and solutions and how they differed from othersbull online marketing on the rise traditional marketing
decliningbull importance of search engine optimization
trafficvisibilitybull visitor centric sites with paths to conversion
kmullett AnalyticsIndy
ANALYTICS BUT THE NUMBERS DONrsquoT MATCH
each software developer decides what metrics should be included and the criteria that make them up
kmullett AnalyticsIndy
ANALYTICS CUSTOMIZING YOUR DASHBOARD
get the information you need quickly
1 browse to the report you want to add2 select the ldquoadd to dashboardrdquo button3 select the ldquoview dashboardrdquo link4 repeat for other reports you would like to add
kmullett AnalyticsIndy
ANALYTICS REPORTS TO SHARE OR KEEP
exporting one time reports1 navigate to the report you want to create
example ldquocontentrdquo gt ldquotop contentrdquo2 select the ldquoexportrdquo drop down tab3 select the appropriate format
PDF (vector output for quality visual reference ease of sharing) XML (extensible markup language) CSV (comma separated value Excel) TSV (tabbed separated value Excel)
4 save (different per browser)
kmullett AnalyticsIndy
ANALYTICS SCHEDULED ATTENTION
now letrsquos create an automated report1 navigate to the report you want to create
example ldquocontentrdquo raquo ldquotop contentrdquo
2 click the ldquoemailrdquo button3 click the ldquoschedulerdquo tab4 input emails andor check ldquosend to merdquo5 fill in the remaining fields6 select the desired format7 select daily weekly monthly quarterly8 optionally select to include
a ldquodate comparisonrdquo9 click ldquoschedulerdquo
kmullett AnalyticsIndy
ANALYTICS DOOMED TO REPEAT THE PAST
comparing a specified date range to the past1 select a month (from the main dashboard)
2 check ldquocompare to pastrdquo and select a previous month3 click ldquoapplyrdquo
kmullett AnalyticsIndy
ANALYTICS ANNOTATING KEY EVENTS
a favorite feature of Google Analytics is annotation1 select a date range (from the main dashboard)
2 click the dot that corresponds to a date of a known event3 type in the annotation and save
kmullett AnalyticsIndy
ANALYTICS COMPARE METRICS
letrsquos compare some metrics for better insight1 click the ldquovisitsrdquo drop down tab2 click the ldquocompare two metricsrdquo
hover over points on the graph for more information select other metrics to compare
kmullett AnalyticsIndy
ANALYTICS INBOUND SOCIAL
advanced segments help tell the story (regular expression)facebookcom|fbme|twittercom|tco|tinyurl|hootsuiteco
m|owly|bitly|htly|linkedincom|stumbleuponcom|supr|tumblrcom|slideshare|youtubecom|youtube|ningcom|dailyboothcom|flickrcom|flickr
kmullett AnalyticsIndy
ANALYTICS BOUNCE RATES DEFINED
what is a bounce rate landed on and left from a given page (any page) on your site allowed their session to timeout (GArsquos session timeout is 30
minutes) upon returning from eating lunch a new session would start and the
previous one would be counted as a bounce a lost internet connection may count as a new session when restored
in some situations back button used to leave the site typed a new address into the address bar to leave closed the browser window or tab no further currently defined action took place
they might have called but unless you have a special phone numberhellip
kmullett AnalyticsIndy
ANALYTICS WHY IS BOUNCE IMPORTANT
bounce as an indicator possible inadequate paths to action (next steps)
if they make it to ldquocontact usrdquo do they end up on ldquothank yourdquo
shows lost conversions or missed client acquisitions does the landing page match the marketing offer
spotlights visit quality and page relevancy to visitors wasted efforts attracting visitors for the wrong keyword phrases
kmullett AnalyticsIndy
ANALYTICS EXCEPTIONS TO BOUNCE RULE
certain sitesvisits are likely to have higher bounce rates
blogs and news where the visitor is looking at a specific article informational searches (as opposed to navigational or transactional)
follow a search result for specific information sites with timely information on the homepage
event calendars and clubs
according to Avinash Kaushik a respected GArsquos expert an average
bounce rate is 40-60 ldquoIt is really had to get a bounce rate under 20 anything
over 35 is cause for concern 50 (above) is worryingrdquo Avinash Kaushik
kmullett AnalyticsIndy
ANALYTICS TARGETED KEYWORD OR NOTlets see a keyword example for a given metric1 click ldquotraffic sources in the left nav2 select ldquokeywords 3 select non-paidrdquo
reasons for high keyword bounce rate incorrect keyword target for your site the landing page doesnrsquot fit the visitors needs unclear SEFurls meta descriptions or page titles found exactly what they needed and required no further
action
kmullett AnalyticsIndy
ANALYTICS DEEPER KEYWORD RESEARCH
where are people searching from 1 click a keyword link 2 select ldquodimension source to see traffic by search engines
now we can investigate high bounces by term and search engine
kmullett AnalyticsIndy
ANALYTICS MONITORING ON-SITE SEARCH
site search setup information if you have a search box on your site must know the parameters of each type edit via the Google Analytics profile
tracking how visitors search on your site1 click ldquocontentrdquo gt ldquosite searchrdquo in the left nav2 click ldquousagerdquo (is it trending up or down after a recent change)3 click ldquosearch termsrdquo (what are they looking for)
4 click ldquostart pagesrdquo (where they get lost most often)
kmullett AnalyticsIndy
ANALYTICS CREATING GOALS
first time goal creation1 click ldquogoals in the left nav2 select ldquoset up goals and funnels 3 select ldquoadd goalrdquo4 name the goal ldquocontact usrdquo5 select the ldquourl destinationrdquo radio button6 go to your contact us page and copy
the url now paste that url into the ldquogoal urlrdquo box7 click ldquosave goalrdquo
note additional goals setup from ldquoanalytics settingsrdquo raquo ldquoeditrdquo raquo ldquo+ add goalrdquo
kmullett AnalyticsIndy
ANALYTICS VISUALIZING GOALS
adding a funnel to the goal
1 click ldquoyes create a funnel for this goalrdquo2 enter the first url and name it3 click ldquoadd goal funnel steprdquo4 repeat step 2 and 3 until the funnel is
complete
kmullett AnalyticsIndy
ANALYTICS DEPTH OF VISIT
how many pages do they visit
1 click ldquoVisitors in the left nav2 select ldquoVisitor Loyalty 3 select ldquoDepth of Visitrdquo
kmullett AnalyticsIndy
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS PLENTY OF OTHERS
aggregators (stats from multiple sources and services postrank) nichersquo (measure specific services like social networks or metrics
ClickTale Facebook Insights Buzz-Charts Twitalyzer)
kmullett AnalyticsIndy
ANALYTICS NO GOOD IF NEVER SEEN
The best analytics package wont help if never reviewed deciphered and acted upon Set up automated reports or schedule reminders
kmullett AnalyticsIndy
ANALYTICS POSTRANK SITES + SOCIAL
data from siteblog is matched with social channel engagement points (acquired by google)
kmullett AnalyticsIndy
ANALYTICS TRACK YOUR LINKS
setup a bitly URL shortener account(i know of over 30 other url-shorteners but bitly is trusted
amp widely used) kmullett AnalyticsIndy
ANALYTICS TRACK CONTENT SHARES
kmullett AnalyticsIndy
are those sharing buttons working
what caused the most sharesdid it bring any traffic back
ANALYTICS TRACK EMAIL CAMPAIGNS
how is the quality of this email list
open rates and click through
kmullett AnalyticsIndy
ANALYTICS SO WHY GOOGLE ANALYTICS
in 2005 Google purchases Urchin Urchin was a top player in analytics simpler interface than most server analytics ties in with AdWords for campaign tracking it is free Google is taking over the world
kmullett AnalyticsIndy
ANALYTICS WHY WOULD CIRRUS ABS CARE
Cirrus ABS needed a vehicle for proving the value of our process and solutions and how they differed from othersbull online marketing on the rise traditional marketing
decliningbull importance of search engine optimization
trafficvisibilitybull visitor centric sites with paths to conversion
kmullett AnalyticsIndy
ANALYTICS BUT THE NUMBERS DONrsquoT MATCH
each software developer decides what metrics should be included and the criteria that make them up
kmullett AnalyticsIndy
ANALYTICS CUSTOMIZING YOUR DASHBOARD
get the information you need quickly
1 browse to the report you want to add2 select the ldquoadd to dashboardrdquo button3 select the ldquoview dashboardrdquo link4 repeat for other reports you would like to add
kmullett AnalyticsIndy
ANALYTICS REPORTS TO SHARE OR KEEP
exporting one time reports1 navigate to the report you want to create
example ldquocontentrdquo gt ldquotop contentrdquo2 select the ldquoexportrdquo drop down tab3 select the appropriate format
PDF (vector output for quality visual reference ease of sharing) XML (extensible markup language) CSV (comma separated value Excel) TSV (tabbed separated value Excel)
4 save (different per browser)
kmullett AnalyticsIndy
ANALYTICS SCHEDULED ATTENTION
now letrsquos create an automated report1 navigate to the report you want to create
example ldquocontentrdquo raquo ldquotop contentrdquo
2 click the ldquoemailrdquo button3 click the ldquoschedulerdquo tab4 input emails andor check ldquosend to merdquo5 fill in the remaining fields6 select the desired format7 select daily weekly monthly quarterly8 optionally select to include
a ldquodate comparisonrdquo9 click ldquoschedulerdquo
kmullett AnalyticsIndy
ANALYTICS DOOMED TO REPEAT THE PAST
comparing a specified date range to the past1 select a month (from the main dashboard)
2 check ldquocompare to pastrdquo and select a previous month3 click ldquoapplyrdquo
kmullett AnalyticsIndy
ANALYTICS ANNOTATING KEY EVENTS
a favorite feature of Google Analytics is annotation1 select a date range (from the main dashboard)
2 click the dot that corresponds to a date of a known event3 type in the annotation and save
kmullett AnalyticsIndy
ANALYTICS COMPARE METRICS
letrsquos compare some metrics for better insight1 click the ldquovisitsrdquo drop down tab2 click the ldquocompare two metricsrdquo
hover over points on the graph for more information select other metrics to compare
kmullett AnalyticsIndy
ANALYTICS INBOUND SOCIAL
advanced segments help tell the story (regular expression)facebookcom|fbme|twittercom|tco|tinyurl|hootsuiteco
m|owly|bitly|htly|linkedincom|stumbleuponcom|supr|tumblrcom|slideshare|youtubecom|youtube|ningcom|dailyboothcom|flickrcom|flickr
kmullett AnalyticsIndy
ANALYTICS BOUNCE RATES DEFINED
what is a bounce rate landed on and left from a given page (any page) on your site allowed their session to timeout (GArsquos session timeout is 30
minutes) upon returning from eating lunch a new session would start and the
previous one would be counted as a bounce a lost internet connection may count as a new session when restored
in some situations back button used to leave the site typed a new address into the address bar to leave closed the browser window or tab no further currently defined action took place
they might have called but unless you have a special phone numberhellip
kmullett AnalyticsIndy
ANALYTICS WHY IS BOUNCE IMPORTANT
bounce as an indicator possible inadequate paths to action (next steps)
if they make it to ldquocontact usrdquo do they end up on ldquothank yourdquo
shows lost conversions or missed client acquisitions does the landing page match the marketing offer
spotlights visit quality and page relevancy to visitors wasted efforts attracting visitors for the wrong keyword phrases
kmullett AnalyticsIndy
ANALYTICS EXCEPTIONS TO BOUNCE RULE
certain sitesvisits are likely to have higher bounce rates
blogs and news where the visitor is looking at a specific article informational searches (as opposed to navigational or transactional)
follow a search result for specific information sites with timely information on the homepage
event calendars and clubs
according to Avinash Kaushik a respected GArsquos expert an average
bounce rate is 40-60 ldquoIt is really had to get a bounce rate under 20 anything
over 35 is cause for concern 50 (above) is worryingrdquo Avinash Kaushik
kmullett AnalyticsIndy
ANALYTICS TARGETED KEYWORD OR NOTlets see a keyword example for a given metric1 click ldquotraffic sources in the left nav2 select ldquokeywords 3 select non-paidrdquo
reasons for high keyword bounce rate incorrect keyword target for your site the landing page doesnrsquot fit the visitors needs unclear SEFurls meta descriptions or page titles found exactly what they needed and required no further
action
kmullett AnalyticsIndy
ANALYTICS DEEPER KEYWORD RESEARCH
where are people searching from 1 click a keyword link 2 select ldquodimension source to see traffic by search engines
now we can investigate high bounces by term and search engine
kmullett AnalyticsIndy
ANALYTICS MONITORING ON-SITE SEARCH
site search setup information if you have a search box on your site must know the parameters of each type edit via the Google Analytics profile
tracking how visitors search on your site1 click ldquocontentrdquo gt ldquosite searchrdquo in the left nav2 click ldquousagerdquo (is it trending up or down after a recent change)3 click ldquosearch termsrdquo (what are they looking for)
4 click ldquostart pagesrdquo (where they get lost most often)
kmullett AnalyticsIndy
ANALYTICS CREATING GOALS
first time goal creation1 click ldquogoals in the left nav2 select ldquoset up goals and funnels 3 select ldquoadd goalrdquo4 name the goal ldquocontact usrdquo5 select the ldquourl destinationrdquo radio button6 go to your contact us page and copy
the url now paste that url into the ldquogoal urlrdquo box7 click ldquosave goalrdquo
note additional goals setup from ldquoanalytics settingsrdquo raquo ldquoeditrdquo raquo ldquo+ add goalrdquo
kmullett AnalyticsIndy
ANALYTICS VISUALIZING GOALS
adding a funnel to the goal
1 click ldquoyes create a funnel for this goalrdquo2 enter the first url and name it3 click ldquoadd goal funnel steprdquo4 repeat step 2 and 3 until the funnel is
complete
kmullett AnalyticsIndy
ANALYTICS DEPTH OF VISIT
how many pages do they visit
1 click ldquoVisitors in the left nav2 select ldquoVisitor Loyalty 3 select ldquoDepth of Visitrdquo
kmullett AnalyticsIndy
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS NO GOOD IF NEVER SEEN
The best analytics package wont help if never reviewed deciphered and acted upon Set up automated reports or schedule reminders
kmullett AnalyticsIndy
ANALYTICS POSTRANK SITES + SOCIAL
data from siteblog is matched with social channel engagement points (acquired by google)
kmullett AnalyticsIndy
ANALYTICS TRACK YOUR LINKS
setup a bitly URL shortener account(i know of over 30 other url-shorteners but bitly is trusted
amp widely used) kmullett AnalyticsIndy
ANALYTICS TRACK CONTENT SHARES
kmullett AnalyticsIndy
are those sharing buttons working
what caused the most sharesdid it bring any traffic back
ANALYTICS TRACK EMAIL CAMPAIGNS
how is the quality of this email list
open rates and click through
kmullett AnalyticsIndy
ANALYTICS SO WHY GOOGLE ANALYTICS
in 2005 Google purchases Urchin Urchin was a top player in analytics simpler interface than most server analytics ties in with AdWords for campaign tracking it is free Google is taking over the world
kmullett AnalyticsIndy
ANALYTICS WHY WOULD CIRRUS ABS CARE
Cirrus ABS needed a vehicle for proving the value of our process and solutions and how they differed from othersbull online marketing on the rise traditional marketing
decliningbull importance of search engine optimization
trafficvisibilitybull visitor centric sites with paths to conversion
kmullett AnalyticsIndy
ANALYTICS BUT THE NUMBERS DONrsquoT MATCH
each software developer decides what metrics should be included and the criteria that make them up
kmullett AnalyticsIndy
ANALYTICS CUSTOMIZING YOUR DASHBOARD
get the information you need quickly
1 browse to the report you want to add2 select the ldquoadd to dashboardrdquo button3 select the ldquoview dashboardrdquo link4 repeat for other reports you would like to add
kmullett AnalyticsIndy
ANALYTICS REPORTS TO SHARE OR KEEP
exporting one time reports1 navigate to the report you want to create
example ldquocontentrdquo gt ldquotop contentrdquo2 select the ldquoexportrdquo drop down tab3 select the appropriate format
PDF (vector output for quality visual reference ease of sharing) XML (extensible markup language) CSV (comma separated value Excel) TSV (tabbed separated value Excel)
4 save (different per browser)
kmullett AnalyticsIndy
ANALYTICS SCHEDULED ATTENTION
now letrsquos create an automated report1 navigate to the report you want to create
example ldquocontentrdquo raquo ldquotop contentrdquo
2 click the ldquoemailrdquo button3 click the ldquoschedulerdquo tab4 input emails andor check ldquosend to merdquo5 fill in the remaining fields6 select the desired format7 select daily weekly monthly quarterly8 optionally select to include
a ldquodate comparisonrdquo9 click ldquoschedulerdquo
kmullett AnalyticsIndy
ANALYTICS DOOMED TO REPEAT THE PAST
comparing a specified date range to the past1 select a month (from the main dashboard)
2 check ldquocompare to pastrdquo and select a previous month3 click ldquoapplyrdquo
kmullett AnalyticsIndy
ANALYTICS ANNOTATING KEY EVENTS
a favorite feature of Google Analytics is annotation1 select a date range (from the main dashboard)
2 click the dot that corresponds to a date of a known event3 type in the annotation and save
kmullett AnalyticsIndy
ANALYTICS COMPARE METRICS
letrsquos compare some metrics for better insight1 click the ldquovisitsrdquo drop down tab2 click the ldquocompare two metricsrdquo
hover over points on the graph for more information select other metrics to compare
kmullett AnalyticsIndy
ANALYTICS INBOUND SOCIAL
advanced segments help tell the story (regular expression)facebookcom|fbme|twittercom|tco|tinyurl|hootsuiteco
m|owly|bitly|htly|linkedincom|stumbleuponcom|supr|tumblrcom|slideshare|youtubecom|youtube|ningcom|dailyboothcom|flickrcom|flickr
kmullett AnalyticsIndy
ANALYTICS BOUNCE RATES DEFINED
what is a bounce rate landed on and left from a given page (any page) on your site allowed their session to timeout (GArsquos session timeout is 30
minutes) upon returning from eating lunch a new session would start and the
previous one would be counted as a bounce a lost internet connection may count as a new session when restored
in some situations back button used to leave the site typed a new address into the address bar to leave closed the browser window or tab no further currently defined action took place
they might have called but unless you have a special phone numberhellip
kmullett AnalyticsIndy
ANALYTICS WHY IS BOUNCE IMPORTANT
bounce as an indicator possible inadequate paths to action (next steps)
if they make it to ldquocontact usrdquo do they end up on ldquothank yourdquo
shows lost conversions or missed client acquisitions does the landing page match the marketing offer
spotlights visit quality and page relevancy to visitors wasted efforts attracting visitors for the wrong keyword phrases
kmullett AnalyticsIndy
ANALYTICS EXCEPTIONS TO BOUNCE RULE
certain sitesvisits are likely to have higher bounce rates
blogs and news where the visitor is looking at a specific article informational searches (as opposed to navigational or transactional)
follow a search result for specific information sites with timely information on the homepage
event calendars and clubs
according to Avinash Kaushik a respected GArsquos expert an average
bounce rate is 40-60 ldquoIt is really had to get a bounce rate under 20 anything
over 35 is cause for concern 50 (above) is worryingrdquo Avinash Kaushik
kmullett AnalyticsIndy
ANALYTICS TARGETED KEYWORD OR NOTlets see a keyword example for a given metric1 click ldquotraffic sources in the left nav2 select ldquokeywords 3 select non-paidrdquo
reasons for high keyword bounce rate incorrect keyword target for your site the landing page doesnrsquot fit the visitors needs unclear SEFurls meta descriptions or page titles found exactly what they needed and required no further
action
kmullett AnalyticsIndy
ANALYTICS DEEPER KEYWORD RESEARCH
where are people searching from 1 click a keyword link 2 select ldquodimension source to see traffic by search engines
now we can investigate high bounces by term and search engine
kmullett AnalyticsIndy
ANALYTICS MONITORING ON-SITE SEARCH
site search setup information if you have a search box on your site must know the parameters of each type edit via the Google Analytics profile
tracking how visitors search on your site1 click ldquocontentrdquo gt ldquosite searchrdquo in the left nav2 click ldquousagerdquo (is it trending up or down after a recent change)3 click ldquosearch termsrdquo (what are they looking for)
4 click ldquostart pagesrdquo (where they get lost most often)
kmullett AnalyticsIndy
ANALYTICS CREATING GOALS
first time goal creation1 click ldquogoals in the left nav2 select ldquoset up goals and funnels 3 select ldquoadd goalrdquo4 name the goal ldquocontact usrdquo5 select the ldquourl destinationrdquo radio button6 go to your contact us page and copy
the url now paste that url into the ldquogoal urlrdquo box7 click ldquosave goalrdquo
note additional goals setup from ldquoanalytics settingsrdquo raquo ldquoeditrdquo raquo ldquo+ add goalrdquo
kmullett AnalyticsIndy
ANALYTICS VISUALIZING GOALS
adding a funnel to the goal
1 click ldquoyes create a funnel for this goalrdquo2 enter the first url and name it3 click ldquoadd goal funnel steprdquo4 repeat step 2 and 3 until the funnel is
complete
kmullett AnalyticsIndy
ANALYTICS DEPTH OF VISIT
how many pages do they visit
1 click ldquoVisitors in the left nav2 select ldquoVisitor Loyalty 3 select ldquoDepth of Visitrdquo
kmullett AnalyticsIndy
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS POSTRANK SITES + SOCIAL
data from siteblog is matched with social channel engagement points (acquired by google)
kmullett AnalyticsIndy
ANALYTICS TRACK YOUR LINKS
setup a bitly URL shortener account(i know of over 30 other url-shorteners but bitly is trusted
amp widely used) kmullett AnalyticsIndy
ANALYTICS TRACK CONTENT SHARES
kmullett AnalyticsIndy
are those sharing buttons working
what caused the most sharesdid it bring any traffic back
ANALYTICS TRACK EMAIL CAMPAIGNS
how is the quality of this email list
open rates and click through
kmullett AnalyticsIndy
ANALYTICS SO WHY GOOGLE ANALYTICS
in 2005 Google purchases Urchin Urchin was a top player in analytics simpler interface than most server analytics ties in with AdWords for campaign tracking it is free Google is taking over the world
kmullett AnalyticsIndy
ANALYTICS WHY WOULD CIRRUS ABS CARE
Cirrus ABS needed a vehicle for proving the value of our process and solutions and how they differed from othersbull online marketing on the rise traditional marketing
decliningbull importance of search engine optimization
trafficvisibilitybull visitor centric sites with paths to conversion
kmullett AnalyticsIndy
ANALYTICS BUT THE NUMBERS DONrsquoT MATCH
each software developer decides what metrics should be included and the criteria that make them up
kmullett AnalyticsIndy
ANALYTICS CUSTOMIZING YOUR DASHBOARD
get the information you need quickly
1 browse to the report you want to add2 select the ldquoadd to dashboardrdquo button3 select the ldquoview dashboardrdquo link4 repeat for other reports you would like to add
kmullett AnalyticsIndy
ANALYTICS REPORTS TO SHARE OR KEEP
exporting one time reports1 navigate to the report you want to create
example ldquocontentrdquo gt ldquotop contentrdquo2 select the ldquoexportrdquo drop down tab3 select the appropriate format
PDF (vector output for quality visual reference ease of sharing) XML (extensible markup language) CSV (comma separated value Excel) TSV (tabbed separated value Excel)
4 save (different per browser)
kmullett AnalyticsIndy
ANALYTICS SCHEDULED ATTENTION
now letrsquos create an automated report1 navigate to the report you want to create
example ldquocontentrdquo raquo ldquotop contentrdquo
2 click the ldquoemailrdquo button3 click the ldquoschedulerdquo tab4 input emails andor check ldquosend to merdquo5 fill in the remaining fields6 select the desired format7 select daily weekly monthly quarterly8 optionally select to include
a ldquodate comparisonrdquo9 click ldquoschedulerdquo
kmullett AnalyticsIndy
ANALYTICS DOOMED TO REPEAT THE PAST
comparing a specified date range to the past1 select a month (from the main dashboard)
2 check ldquocompare to pastrdquo and select a previous month3 click ldquoapplyrdquo
kmullett AnalyticsIndy
ANALYTICS ANNOTATING KEY EVENTS
a favorite feature of Google Analytics is annotation1 select a date range (from the main dashboard)
2 click the dot that corresponds to a date of a known event3 type in the annotation and save
kmullett AnalyticsIndy
ANALYTICS COMPARE METRICS
letrsquos compare some metrics for better insight1 click the ldquovisitsrdquo drop down tab2 click the ldquocompare two metricsrdquo
hover over points on the graph for more information select other metrics to compare
kmullett AnalyticsIndy
ANALYTICS INBOUND SOCIAL
advanced segments help tell the story (regular expression)facebookcom|fbme|twittercom|tco|tinyurl|hootsuiteco
m|owly|bitly|htly|linkedincom|stumbleuponcom|supr|tumblrcom|slideshare|youtubecom|youtube|ningcom|dailyboothcom|flickrcom|flickr
kmullett AnalyticsIndy
ANALYTICS BOUNCE RATES DEFINED
what is a bounce rate landed on and left from a given page (any page) on your site allowed their session to timeout (GArsquos session timeout is 30
minutes) upon returning from eating lunch a new session would start and the
previous one would be counted as a bounce a lost internet connection may count as a new session when restored
in some situations back button used to leave the site typed a new address into the address bar to leave closed the browser window or tab no further currently defined action took place
they might have called but unless you have a special phone numberhellip
kmullett AnalyticsIndy
ANALYTICS WHY IS BOUNCE IMPORTANT
bounce as an indicator possible inadequate paths to action (next steps)
if they make it to ldquocontact usrdquo do they end up on ldquothank yourdquo
shows lost conversions or missed client acquisitions does the landing page match the marketing offer
spotlights visit quality and page relevancy to visitors wasted efforts attracting visitors for the wrong keyword phrases
kmullett AnalyticsIndy
ANALYTICS EXCEPTIONS TO BOUNCE RULE
certain sitesvisits are likely to have higher bounce rates
blogs and news where the visitor is looking at a specific article informational searches (as opposed to navigational or transactional)
follow a search result for specific information sites with timely information on the homepage
event calendars and clubs
according to Avinash Kaushik a respected GArsquos expert an average
bounce rate is 40-60 ldquoIt is really had to get a bounce rate under 20 anything
over 35 is cause for concern 50 (above) is worryingrdquo Avinash Kaushik
kmullett AnalyticsIndy
ANALYTICS TARGETED KEYWORD OR NOTlets see a keyword example for a given metric1 click ldquotraffic sources in the left nav2 select ldquokeywords 3 select non-paidrdquo
reasons for high keyword bounce rate incorrect keyword target for your site the landing page doesnrsquot fit the visitors needs unclear SEFurls meta descriptions or page titles found exactly what they needed and required no further
action
kmullett AnalyticsIndy
ANALYTICS DEEPER KEYWORD RESEARCH
where are people searching from 1 click a keyword link 2 select ldquodimension source to see traffic by search engines
now we can investigate high bounces by term and search engine
kmullett AnalyticsIndy
ANALYTICS MONITORING ON-SITE SEARCH
site search setup information if you have a search box on your site must know the parameters of each type edit via the Google Analytics profile
tracking how visitors search on your site1 click ldquocontentrdquo gt ldquosite searchrdquo in the left nav2 click ldquousagerdquo (is it trending up or down after a recent change)3 click ldquosearch termsrdquo (what are they looking for)
4 click ldquostart pagesrdquo (where they get lost most often)
kmullett AnalyticsIndy
ANALYTICS CREATING GOALS
first time goal creation1 click ldquogoals in the left nav2 select ldquoset up goals and funnels 3 select ldquoadd goalrdquo4 name the goal ldquocontact usrdquo5 select the ldquourl destinationrdquo radio button6 go to your contact us page and copy
the url now paste that url into the ldquogoal urlrdquo box7 click ldquosave goalrdquo
note additional goals setup from ldquoanalytics settingsrdquo raquo ldquoeditrdquo raquo ldquo+ add goalrdquo
kmullett AnalyticsIndy
ANALYTICS VISUALIZING GOALS
adding a funnel to the goal
1 click ldquoyes create a funnel for this goalrdquo2 enter the first url and name it3 click ldquoadd goal funnel steprdquo4 repeat step 2 and 3 until the funnel is
complete
kmullett AnalyticsIndy
ANALYTICS DEPTH OF VISIT
how many pages do they visit
1 click ldquoVisitors in the left nav2 select ldquoVisitor Loyalty 3 select ldquoDepth of Visitrdquo
kmullett AnalyticsIndy
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS TRACK YOUR LINKS
setup a bitly URL shortener account(i know of over 30 other url-shorteners but bitly is trusted
amp widely used) kmullett AnalyticsIndy
ANALYTICS TRACK CONTENT SHARES
kmullett AnalyticsIndy
are those sharing buttons working
what caused the most sharesdid it bring any traffic back
ANALYTICS TRACK EMAIL CAMPAIGNS
how is the quality of this email list
open rates and click through
kmullett AnalyticsIndy
ANALYTICS SO WHY GOOGLE ANALYTICS
in 2005 Google purchases Urchin Urchin was a top player in analytics simpler interface than most server analytics ties in with AdWords for campaign tracking it is free Google is taking over the world
kmullett AnalyticsIndy
ANALYTICS WHY WOULD CIRRUS ABS CARE
Cirrus ABS needed a vehicle for proving the value of our process and solutions and how they differed from othersbull online marketing on the rise traditional marketing
decliningbull importance of search engine optimization
trafficvisibilitybull visitor centric sites with paths to conversion
kmullett AnalyticsIndy
ANALYTICS BUT THE NUMBERS DONrsquoT MATCH
each software developer decides what metrics should be included and the criteria that make them up
kmullett AnalyticsIndy
ANALYTICS CUSTOMIZING YOUR DASHBOARD
get the information you need quickly
1 browse to the report you want to add2 select the ldquoadd to dashboardrdquo button3 select the ldquoview dashboardrdquo link4 repeat for other reports you would like to add
kmullett AnalyticsIndy
ANALYTICS REPORTS TO SHARE OR KEEP
exporting one time reports1 navigate to the report you want to create
example ldquocontentrdquo gt ldquotop contentrdquo2 select the ldquoexportrdquo drop down tab3 select the appropriate format
PDF (vector output for quality visual reference ease of sharing) XML (extensible markup language) CSV (comma separated value Excel) TSV (tabbed separated value Excel)
4 save (different per browser)
kmullett AnalyticsIndy
ANALYTICS SCHEDULED ATTENTION
now letrsquos create an automated report1 navigate to the report you want to create
example ldquocontentrdquo raquo ldquotop contentrdquo
2 click the ldquoemailrdquo button3 click the ldquoschedulerdquo tab4 input emails andor check ldquosend to merdquo5 fill in the remaining fields6 select the desired format7 select daily weekly monthly quarterly8 optionally select to include
a ldquodate comparisonrdquo9 click ldquoschedulerdquo
kmullett AnalyticsIndy
ANALYTICS DOOMED TO REPEAT THE PAST
comparing a specified date range to the past1 select a month (from the main dashboard)
2 check ldquocompare to pastrdquo and select a previous month3 click ldquoapplyrdquo
kmullett AnalyticsIndy
ANALYTICS ANNOTATING KEY EVENTS
a favorite feature of Google Analytics is annotation1 select a date range (from the main dashboard)
2 click the dot that corresponds to a date of a known event3 type in the annotation and save
kmullett AnalyticsIndy
ANALYTICS COMPARE METRICS
letrsquos compare some metrics for better insight1 click the ldquovisitsrdquo drop down tab2 click the ldquocompare two metricsrdquo
hover over points on the graph for more information select other metrics to compare
kmullett AnalyticsIndy
ANALYTICS INBOUND SOCIAL
advanced segments help tell the story (regular expression)facebookcom|fbme|twittercom|tco|tinyurl|hootsuiteco
m|owly|bitly|htly|linkedincom|stumbleuponcom|supr|tumblrcom|slideshare|youtubecom|youtube|ningcom|dailyboothcom|flickrcom|flickr
kmullett AnalyticsIndy
ANALYTICS BOUNCE RATES DEFINED
what is a bounce rate landed on and left from a given page (any page) on your site allowed their session to timeout (GArsquos session timeout is 30
minutes) upon returning from eating lunch a new session would start and the
previous one would be counted as a bounce a lost internet connection may count as a new session when restored
in some situations back button used to leave the site typed a new address into the address bar to leave closed the browser window or tab no further currently defined action took place
they might have called but unless you have a special phone numberhellip
kmullett AnalyticsIndy
ANALYTICS WHY IS BOUNCE IMPORTANT
bounce as an indicator possible inadequate paths to action (next steps)
if they make it to ldquocontact usrdquo do they end up on ldquothank yourdquo
shows lost conversions or missed client acquisitions does the landing page match the marketing offer
spotlights visit quality and page relevancy to visitors wasted efforts attracting visitors for the wrong keyword phrases
kmullett AnalyticsIndy
ANALYTICS EXCEPTIONS TO BOUNCE RULE
certain sitesvisits are likely to have higher bounce rates
blogs and news where the visitor is looking at a specific article informational searches (as opposed to navigational or transactional)
follow a search result for specific information sites with timely information on the homepage
event calendars and clubs
according to Avinash Kaushik a respected GArsquos expert an average
bounce rate is 40-60 ldquoIt is really had to get a bounce rate under 20 anything
over 35 is cause for concern 50 (above) is worryingrdquo Avinash Kaushik
kmullett AnalyticsIndy
ANALYTICS TARGETED KEYWORD OR NOTlets see a keyword example for a given metric1 click ldquotraffic sources in the left nav2 select ldquokeywords 3 select non-paidrdquo
reasons for high keyword bounce rate incorrect keyword target for your site the landing page doesnrsquot fit the visitors needs unclear SEFurls meta descriptions or page titles found exactly what they needed and required no further
action
kmullett AnalyticsIndy
ANALYTICS DEEPER KEYWORD RESEARCH
where are people searching from 1 click a keyword link 2 select ldquodimension source to see traffic by search engines
now we can investigate high bounces by term and search engine
kmullett AnalyticsIndy
ANALYTICS MONITORING ON-SITE SEARCH
site search setup information if you have a search box on your site must know the parameters of each type edit via the Google Analytics profile
tracking how visitors search on your site1 click ldquocontentrdquo gt ldquosite searchrdquo in the left nav2 click ldquousagerdquo (is it trending up or down after a recent change)3 click ldquosearch termsrdquo (what are they looking for)
4 click ldquostart pagesrdquo (where they get lost most often)
kmullett AnalyticsIndy
ANALYTICS CREATING GOALS
first time goal creation1 click ldquogoals in the left nav2 select ldquoset up goals and funnels 3 select ldquoadd goalrdquo4 name the goal ldquocontact usrdquo5 select the ldquourl destinationrdquo radio button6 go to your contact us page and copy
the url now paste that url into the ldquogoal urlrdquo box7 click ldquosave goalrdquo
note additional goals setup from ldquoanalytics settingsrdquo raquo ldquoeditrdquo raquo ldquo+ add goalrdquo
kmullett AnalyticsIndy
ANALYTICS VISUALIZING GOALS
adding a funnel to the goal
1 click ldquoyes create a funnel for this goalrdquo2 enter the first url and name it3 click ldquoadd goal funnel steprdquo4 repeat step 2 and 3 until the funnel is
complete
kmullett AnalyticsIndy
ANALYTICS DEPTH OF VISIT
how many pages do they visit
1 click ldquoVisitors in the left nav2 select ldquoVisitor Loyalty 3 select ldquoDepth of Visitrdquo
kmullett AnalyticsIndy
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS TRACK CONTENT SHARES
kmullett AnalyticsIndy
are those sharing buttons working
what caused the most sharesdid it bring any traffic back
ANALYTICS TRACK EMAIL CAMPAIGNS
how is the quality of this email list
open rates and click through
kmullett AnalyticsIndy
ANALYTICS SO WHY GOOGLE ANALYTICS
in 2005 Google purchases Urchin Urchin was a top player in analytics simpler interface than most server analytics ties in with AdWords for campaign tracking it is free Google is taking over the world
kmullett AnalyticsIndy
ANALYTICS WHY WOULD CIRRUS ABS CARE
Cirrus ABS needed a vehicle for proving the value of our process and solutions and how they differed from othersbull online marketing on the rise traditional marketing
decliningbull importance of search engine optimization
trafficvisibilitybull visitor centric sites with paths to conversion
kmullett AnalyticsIndy
ANALYTICS BUT THE NUMBERS DONrsquoT MATCH
each software developer decides what metrics should be included and the criteria that make them up
kmullett AnalyticsIndy
ANALYTICS CUSTOMIZING YOUR DASHBOARD
get the information you need quickly
1 browse to the report you want to add2 select the ldquoadd to dashboardrdquo button3 select the ldquoview dashboardrdquo link4 repeat for other reports you would like to add
kmullett AnalyticsIndy
ANALYTICS REPORTS TO SHARE OR KEEP
exporting one time reports1 navigate to the report you want to create
example ldquocontentrdquo gt ldquotop contentrdquo2 select the ldquoexportrdquo drop down tab3 select the appropriate format
PDF (vector output for quality visual reference ease of sharing) XML (extensible markup language) CSV (comma separated value Excel) TSV (tabbed separated value Excel)
4 save (different per browser)
kmullett AnalyticsIndy
ANALYTICS SCHEDULED ATTENTION
now letrsquos create an automated report1 navigate to the report you want to create
example ldquocontentrdquo raquo ldquotop contentrdquo
2 click the ldquoemailrdquo button3 click the ldquoschedulerdquo tab4 input emails andor check ldquosend to merdquo5 fill in the remaining fields6 select the desired format7 select daily weekly monthly quarterly8 optionally select to include
a ldquodate comparisonrdquo9 click ldquoschedulerdquo
kmullett AnalyticsIndy
ANALYTICS DOOMED TO REPEAT THE PAST
comparing a specified date range to the past1 select a month (from the main dashboard)
2 check ldquocompare to pastrdquo and select a previous month3 click ldquoapplyrdquo
kmullett AnalyticsIndy
ANALYTICS ANNOTATING KEY EVENTS
a favorite feature of Google Analytics is annotation1 select a date range (from the main dashboard)
2 click the dot that corresponds to a date of a known event3 type in the annotation and save
kmullett AnalyticsIndy
ANALYTICS COMPARE METRICS
letrsquos compare some metrics for better insight1 click the ldquovisitsrdquo drop down tab2 click the ldquocompare two metricsrdquo
hover over points on the graph for more information select other metrics to compare
kmullett AnalyticsIndy
ANALYTICS INBOUND SOCIAL
advanced segments help tell the story (regular expression)facebookcom|fbme|twittercom|tco|tinyurl|hootsuiteco
m|owly|bitly|htly|linkedincom|stumbleuponcom|supr|tumblrcom|slideshare|youtubecom|youtube|ningcom|dailyboothcom|flickrcom|flickr
kmullett AnalyticsIndy
ANALYTICS BOUNCE RATES DEFINED
what is a bounce rate landed on and left from a given page (any page) on your site allowed their session to timeout (GArsquos session timeout is 30
minutes) upon returning from eating lunch a new session would start and the
previous one would be counted as a bounce a lost internet connection may count as a new session when restored
in some situations back button used to leave the site typed a new address into the address bar to leave closed the browser window or tab no further currently defined action took place
they might have called but unless you have a special phone numberhellip
kmullett AnalyticsIndy
ANALYTICS WHY IS BOUNCE IMPORTANT
bounce as an indicator possible inadequate paths to action (next steps)
if they make it to ldquocontact usrdquo do they end up on ldquothank yourdquo
shows lost conversions or missed client acquisitions does the landing page match the marketing offer
spotlights visit quality and page relevancy to visitors wasted efforts attracting visitors for the wrong keyword phrases
kmullett AnalyticsIndy
ANALYTICS EXCEPTIONS TO BOUNCE RULE
certain sitesvisits are likely to have higher bounce rates
blogs and news where the visitor is looking at a specific article informational searches (as opposed to navigational or transactional)
follow a search result for specific information sites with timely information on the homepage
event calendars and clubs
according to Avinash Kaushik a respected GArsquos expert an average
bounce rate is 40-60 ldquoIt is really had to get a bounce rate under 20 anything
over 35 is cause for concern 50 (above) is worryingrdquo Avinash Kaushik
kmullett AnalyticsIndy
ANALYTICS TARGETED KEYWORD OR NOTlets see a keyword example for a given metric1 click ldquotraffic sources in the left nav2 select ldquokeywords 3 select non-paidrdquo
reasons for high keyword bounce rate incorrect keyword target for your site the landing page doesnrsquot fit the visitors needs unclear SEFurls meta descriptions or page titles found exactly what they needed and required no further
action
kmullett AnalyticsIndy
ANALYTICS DEEPER KEYWORD RESEARCH
where are people searching from 1 click a keyword link 2 select ldquodimension source to see traffic by search engines
now we can investigate high bounces by term and search engine
kmullett AnalyticsIndy
ANALYTICS MONITORING ON-SITE SEARCH
site search setup information if you have a search box on your site must know the parameters of each type edit via the Google Analytics profile
tracking how visitors search on your site1 click ldquocontentrdquo gt ldquosite searchrdquo in the left nav2 click ldquousagerdquo (is it trending up or down after a recent change)3 click ldquosearch termsrdquo (what are they looking for)
4 click ldquostart pagesrdquo (where they get lost most often)
kmullett AnalyticsIndy
ANALYTICS CREATING GOALS
first time goal creation1 click ldquogoals in the left nav2 select ldquoset up goals and funnels 3 select ldquoadd goalrdquo4 name the goal ldquocontact usrdquo5 select the ldquourl destinationrdquo radio button6 go to your contact us page and copy
the url now paste that url into the ldquogoal urlrdquo box7 click ldquosave goalrdquo
note additional goals setup from ldquoanalytics settingsrdquo raquo ldquoeditrdquo raquo ldquo+ add goalrdquo
kmullett AnalyticsIndy
ANALYTICS VISUALIZING GOALS
adding a funnel to the goal
1 click ldquoyes create a funnel for this goalrdquo2 enter the first url and name it3 click ldquoadd goal funnel steprdquo4 repeat step 2 and 3 until the funnel is
complete
kmullett AnalyticsIndy
ANALYTICS DEPTH OF VISIT
how many pages do they visit
1 click ldquoVisitors in the left nav2 select ldquoVisitor Loyalty 3 select ldquoDepth of Visitrdquo
kmullett AnalyticsIndy
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS TRACK EMAIL CAMPAIGNS
how is the quality of this email list
open rates and click through
kmullett AnalyticsIndy
ANALYTICS SO WHY GOOGLE ANALYTICS
in 2005 Google purchases Urchin Urchin was a top player in analytics simpler interface than most server analytics ties in with AdWords for campaign tracking it is free Google is taking over the world
kmullett AnalyticsIndy
ANALYTICS WHY WOULD CIRRUS ABS CARE
Cirrus ABS needed a vehicle for proving the value of our process and solutions and how they differed from othersbull online marketing on the rise traditional marketing
decliningbull importance of search engine optimization
trafficvisibilitybull visitor centric sites with paths to conversion
kmullett AnalyticsIndy
ANALYTICS BUT THE NUMBERS DONrsquoT MATCH
each software developer decides what metrics should be included and the criteria that make them up
kmullett AnalyticsIndy
ANALYTICS CUSTOMIZING YOUR DASHBOARD
get the information you need quickly
1 browse to the report you want to add2 select the ldquoadd to dashboardrdquo button3 select the ldquoview dashboardrdquo link4 repeat for other reports you would like to add
kmullett AnalyticsIndy
ANALYTICS REPORTS TO SHARE OR KEEP
exporting one time reports1 navigate to the report you want to create
example ldquocontentrdquo gt ldquotop contentrdquo2 select the ldquoexportrdquo drop down tab3 select the appropriate format
PDF (vector output for quality visual reference ease of sharing) XML (extensible markup language) CSV (comma separated value Excel) TSV (tabbed separated value Excel)
4 save (different per browser)
kmullett AnalyticsIndy
ANALYTICS SCHEDULED ATTENTION
now letrsquos create an automated report1 navigate to the report you want to create
example ldquocontentrdquo raquo ldquotop contentrdquo
2 click the ldquoemailrdquo button3 click the ldquoschedulerdquo tab4 input emails andor check ldquosend to merdquo5 fill in the remaining fields6 select the desired format7 select daily weekly monthly quarterly8 optionally select to include
a ldquodate comparisonrdquo9 click ldquoschedulerdquo
kmullett AnalyticsIndy
ANALYTICS DOOMED TO REPEAT THE PAST
comparing a specified date range to the past1 select a month (from the main dashboard)
2 check ldquocompare to pastrdquo and select a previous month3 click ldquoapplyrdquo
kmullett AnalyticsIndy
ANALYTICS ANNOTATING KEY EVENTS
a favorite feature of Google Analytics is annotation1 select a date range (from the main dashboard)
2 click the dot that corresponds to a date of a known event3 type in the annotation and save
kmullett AnalyticsIndy
ANALYTICS COMPARE METRICS
letrsquos compare some metrics for better insight1 click the ldquovisitsrdquo drop down tab2 click the ldquocompare two metricsrdquo
hover over points on the graph for more information select other metrics to compare
kmullett AnalyticsIndy
ANALYTICS INBOUND SOCIAL
advanced segments help tell the story (regular expression)facebookcom|fbme|twittercom|tco|tinyurl|hootsuiteco
m|owly|bitly|htly|linkedincom|stumbleuponcom|supr|tumblrcom|slideshare|youtubecom|youtube|ningcom|dailyboothcom|flickrcom|flickr
kmullett AnalyticsIndy
ANALYTICS BOUNCE RATES DEFINED
what is a bounce rate landed on and left from a given page (any page) on your site allowed their session to timeout (GArsquos session timeout is 30
minutes) upon returning from eating lunch a new session would start and the
previous one would be counted as a bounce a lost internet connection may count as a new session when restored
in some situations back button used to leave the site typed a new address into the address bar to leave closed the browser window or tab no further currently defined action took place
they might have called but unless you have a special phone numberhellip
kmullett AnalyticsIndy
ANALYTICS WHY IS BOUNCE IMPORTANT
bounce as an indicator possible inadequate paths to action (next steps)
if they make it to ldquocontact usrdquo do they end up on ldquothank yourdquo
shows lost conversions or missed client acquisitions does the landing page match the marketing offer
spotlights visit quality and page relevancy to visitors wasted efforts attracting visitors for the wrong keyword phrases
kmullett AnalyticsIndy
ANALYTICS EXCEPTIONS TO BOUNCE RULE
certain sitesvisits are likely to have higher bounce rates
blogs and news where the visitor is looking at a specific article informational searches (as opposed to navigational or transactional)
follow a search result for specific information sites with timely information on the homepage
event calendars and clubs
according to Avinash Kaushik a respected GArsquos expert an average
bounce rate is 40-60 ldquoIt is really had to get a bounce rate under 20 anything
over 35 is cause for concern 50 (above) is worryingrdquo Avinash Kaushik
kmullett AnalyticsIndy
ANALYTICS TARGETED KEYWORD OR NOTlets see a keyword example for a given metric1 click ldquotraffic sources in the left nav2 select ldquokeywords 3 select non-paidrdquo
reasons for high keyword bounce rate incorrect keyword target for your site the landing page doesnrsquot fit the visitors needs unclear SEFurls meta descriptions or page titles found exactly what they needed and required no further
action
kmullett AnalyticsIndy
ANALYTICS DEEPER KEYWORD RESEARCH
where are people searching from 1 click a keyword link 2 select ldquodimension source to see traffic by search engines
now we can investigate high bounces by term and search engine
kmullett AnalyticsIndy
ANALYTICS MONITORING ON-SITE SEARCH
site search setup information if you have a search box on your site must know the parameters of each type edit via the Google Analytics profile
tracking how visitors search on your site1 click ldquocontentrdquo gt ldquosite searchrdquo in the left nav2 click ldquousagerdquo (is it trending up or down after a recent change)3 click ldquosearch termsrdquo (what are they looking for)
4 click ldquostart pagesrdquo (where they get lost most often)
kmullett AnalyticsIndy
ANALYTICS CREATING GOALS
first time goal creation1 click ldquogoals in the left nav2 select ldquoset up goals and funnels 3 select ldquoadd goalrdquo4 name the goal ldquocontact usrdquo5 select the ldquourl destinationrdquo radio button6 go to your contact us page and copy
the url now paste that url into the ldquogoal urlrdquo box7 click ldquosave goalrdquo
note additional goals setup from ldquoanalytics settingsrdquo raquo ldquoeditrdquo raquo ldquo+ add goalrdquo
kmullett AnalyticsIndy
ANALYTICS VISUALIZING GOALS
adding a funnel to the goal
1 click ldquoyes create a funnel for this goalrdquo2 enter the first url and name it3 click ldquoadd goal funnel steprdquo4 repeat step 2 and 3 until the funnel is
complete
kmullett AnalyticsIndy
ANALYTICS DEPTH OF VISIT
how many pages do they visit
1 click ldquoVisitors in the left nav2 select ldquoVisitor Loyalty 3 select ldquoDepth of Visitrdquo
kmullett AnalyticsIndy
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS SO WHY GOOGLE ANALYTICS
in 2005 Google purchases Urchin Urchin was a top player in analytics simpler interface than most server analytics ties in with AdWords for campaign tracking it is free Google is taking over the world
kmullett AnalyticsIndy
ANALYTICS WHY WOULD CIRRUS ABS CARE
Cirrus ABS needed a vehicle for proving the value of our process and solutions and how they differed from othersbull online marketing on the rise traditional marketing
decliningbull importance of search engine optimization
trafficvisibilitybull visitor centric sites with paths to conversion
kmullett AnalyticsIndy
ANALYTICS BUT THE NUMBERS DONrsquoT MATCH
each software developer decides what metrics should be included and the criteria that make them up
kmullett AnalyticsIndy
ANALYTICS CUSTOMIZING YOUR DASHBOARD
get the information you need quickly
1 browse to the report you want to add2 select the ldquoadd to dashboardrdquo button3 select the ldquoview dashboardrdquo link4 repeat for other reports you would like to add
kmullett AnalyticsIndy
ANALYTICS REPORTS TO SHARE OR KEEP
exporting one time reports1 navigate to the report you want to create
example ldquocontentrdquo gt ldquotop contentrdquo2 select the ldquoexportrdquo drop down tab3 select the appropriate format
PDF (vector output for quality visual reference ease of sharing) XML (extensible markup language) CSV (comma separated value Excel) TSV (tabbed separated value Excel)
4 save (different per browser)
kmullett AnalyticsIndy
ANALYTICS SCHEDULED ATTENTION
now letrsquos create an automated report1 navigate to the report you want to create
example ldquocontentrdquo raquo ldquotop contentrdquo
2 click the ldquoemailrdquo button3 click the ldquoschedulerdquo tab4 input emails andor check ldquosend to merdquo5 fill in the remaining fields6 select the desired format7 select daily weekly monthly quarterly8 optionally select to include
a ldquodate comparisonrdquo9 click ldquoschedulerdquo
kmullett AnalyticsIndy
ANALYTICS DOOMED TO REPEAT THE PAST
comparing a specified date range to the past1 select a month (from the main dashboard)
2 check ldquocompare to pastrdquo and select a previous month3 click ldquoapplyrdquo
kmullett AnalyticsIndy
ANALYTICS ANNOTATING KEY EVENTS
a favorite feature of Google Analytics is annotation1 select a date range (from the main dashboard)
2 click the dot that corresponds to a date of a known event3 type in the annotation and save
kmullett AnalyticsIndy
ANALYTICS COMPARE METRICS
letrsquos compare some metrics for better insight1 click the ldquovisitsrdquo drop down tab2 click the ldquocompare two metricsrdquo
hover over points on the graph for more information select other metrics to compare
kmullett AnalyticsIndy
ANALYTICS INBOUND SOCIAL
advanced segments help tell the story (regular expression)facebookcom|fbme|twittercom|tco|tinyurl|hootsuiteco
m|owly|bitly|htly|linkedincom|stumbleuponcom|supr|tumblrcom|slideshare|youtubecom|youtube|ningcom|dailyboothcom|flickrcom|flickr
kmullett AnalyticsIndy
ANALYTICS BOUNCE RATES DEFINED
what is a bounce rate landed on and left from a given page (any page) on your site allowed their session to timeout (GArsquos session timeout is 30
minutes) upon returning from eating lunch a new session would start and the
previous one would be counted as a bounce a lost internet connection may count as a new session when restored
in some situations back button used to leave the site typed a new address into the address bar to leave closed the browser window or tab no further currently defined action took place
they might have called but unless you have a special phone numberhellip
kmullett AnalyticsIndy
ANALYTICS WHY IS BOUNCE IMPORTANT
bounce as an indicator possible inadequate paths to action (next steps)
if they make it to ldquocontact usrdquo do they end up on ldquothank yourdquo
shows lost conversions or missed client acquisitions does the landing page match the marketing offer
spotlights visit quality and page relevancy to visitors wasted efforts attracting visitors for the wrong keyword phrases
kmullett AnalyticsIndy
ANALYTICS EXCEPTIONS TO BOUNCE RULE
certain sitesvisits are likely to have higher bounce rates
blogs and news where the visitor is looking at a specific article informational searches (as opposed to navigational or transactional)
follow a search result for specific information sites with timely information on the homepage
event calendars and clubs
according to Avinash Kaushik a respected GArsquos expert an average
bounce rate is 40-60 ldquoIt is really had to get a bounce rate under 20 anything
over 35 is cause for concern 50 (above) is worryingrdquo Avinash Kaushik
kmullett AnalyticsIndy
ANALYTICS TARGETED KEYWORD OR NOTlets see a keyword example for a given metric1 click ldquotraffic sources in the left nav2 select ldquokeywords 3 select non-paidrdquo
reasons for high keyword bounce rate incorrect keyword target for your site the landing page doesnrsquot fit the visitors needs unclear SEFurls meta descriptions or page titles found exactly what they needed and required no further
action
kmullett AnalyticsIndy
ANALYTICS DEEPER KEYWORD RESEARCH
where are people searching from 1 click a keyword link 2 select ldquodimension source to see traffic by search engines
now we can investigate high bounces by term and search engine
kmullett AnalyticsIndy
ANALYTICS MONITORING ON-SITE SEARCH
site search setup information if you have a search box on your site must know the parameters of each type edit via the Google Analytics profile
tracking how visitors search on your site1 click ldquocontentrdquo gt ldquosite searchrdquo in the left nav2 click ldquousagerdquo (is it trending up or down after a recent change)3 click ldquosearch termsrdquo (what are they looking for)
4 click ldquostart pagesrdquo (where they get lost most often)
kmullett AnalyticsIndy
ANALYTICS CREATING GOALS
first time goal creation1 click ldquogoals in the left nav2 select ldquoset up goals and funnels 3 select ldquoadd goalrdquo4 name the goal ldquocontact usrdquo5 select the ldquourl destinationrdquo radio button6 go to your contact us page and copy
the url now paste that url into the ldquogoal urlrdquo box7 click ldquosave goalrdquo
note additional goals setup from ldquoanalytics settingsrdquo raquo ldquoeditrdquo raquo ldquo+ add goalrdquo
kmullett AnalyticsIndy
ANALYTICS VISUALIZING GOALS
adding a funnel to the goal
1 click ldquoyes create a funnel for this goalrdquo2 enter the first url and name it3 click ldquoadd goal funnel steprdquo4 repeat step 2 and 3 until the funnel is
complete
kmullett AnalyticsIndy
ANALYTICS DEPTH OF VISIT
how many pages do they visit
1 click ldquoVisitors in the left nav2 select ldquoVisitor Loyalty 3 select ldquoDepth of Visitrdquo
kmullett AnalyticsIndy
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS WHY WOULD CIRRUS ABS CARE
Cirrus ABS needed a vehicle for proving the value of our process and solutions and how they differed from othersbull online marketing on the rise traditional marketing
decliningbull importance of search engine optimization
trafficvisibilitybull visitor centric sites with paths to conversion
kmullett AnalyticsIndy
ANALYTICS BUT THE NUMBERS DONrsquoT MATCH
each software developer decides what metrics should be included and the criteria that make them up
kmullett AnalyticsIndy
ANALYTICS CUSTOMIZING YOUR DASHBOARD
get the information you need quickly
1 browse to the report you want to add2 select the ldquoadd to dashboardrdquo button3 select the ldquoview dashboardrdquo link4 repeat for other reports you would like to add
kmullett AnalyticsIndy
ANALYTICS REPORTS TO SHARE OR KEEP
exporting one time reports1 navigate to the report you want to create
example ldquocontentrdquo gt ldquotop contentrdquo2 select the ldquoexportrdquo drop down tab3 select the appropriate format
PDF (vector output for quality visual reference ease of sharing) XML (extensible markup language) CSV (comma separated value Excel) TSV (tabbed separated value Excel)
4 save (different per browser)
kmullett AnalyticsIndy
ANALYTICS SCHEDULED ATTENTION
now letrsquos create an automated report1 navigate to the report you want to create
example ldquocontentrdquo raquo ldquotop contentrdquo
2 click the ldquoemailrdquo button3 click the ldquoschedulerdquo tab4 input emails andor check ldquosend to merdquo5 fill in the remaining fields6 select the desired format7 select daily weekly monthly quarterly8 optionally select to include
a ldquodate comparisonrdquo9 click ldquoschedulerdquo
kmullett AnalyticsIndy
ANALYTICS DOOMED TO REPEAT THE PAST
comparing a specified date range to the past1 select a month (from the main dashboard)
2 check ldquocompare to pastrdquo and select a previous month3 click ldquoapplyrdquo
kmullett AnalyticsIndy
ANALYTICS ANNOTATING KEY EVENTS
a favorite feature of Google Analytics is annotation1 select a date range (from the main dashboard)
2 click the dot that corresponds to a date of a known event3 type in the annotation and save
kmullett AnalyticsIndy
ANALYTICS COMPARE METRICS
letrsquos compare some metrics for better insight1 click the ldquovisitsrdquo drop down tab2 click the ldquocompare two metricsrdquo
hover over points on the graph for more information select other metrics to compare
kmullett AnalyticsIndy
ANALYTICS INBOUND SOCIAL
advanced segments help tell the story (regular expression)facebookcom|fbme|twittercom|tco|tinyurl|hootsuiteco
m|owly|bitly|htly|linkedincom|stumbleuponcom|supr|tumblrcom|slideshare|youtubecom|youtube|ningcom|dailyboothcom|flickrcom|flickr
kmullett AnalyticsIndy
ANALYTICS BOUNCE RATES DEFINED
what is a bounce rate landed on and left from a given page (any page) on your site allowed their session to timeout (GArsquos session timeout is 30
minutes) upon returning from eating lunch a new session would start and the
previous one would be counted as a bounce a lost internet connection may count as a new session when restored
in some situations back button used to leave the site typed a new address into the address bar to leave closed the browser window or tab no further currently defined action took place
they might have called but unless you have a special phone numberhellip
kmullett AnalyticsIndy
ANALYTICS WHY IS BOUNCE IMPORTANT
bounce as an indicator possible inadequate paths to action (next steps)
if they make it to ldquocontact usrdquo do they end up on ldquothank yourdquo
shows lost conversions or missed client acquisitions does the landing page match the marketing offer
spotlights visit quality and page relevancy to visitors wasted efforts attracting visitors for the wrong keyword phrases
kmullett AnalyticsIndy
ANALYTICS EXCEPTIONS TO BOUNCE RULE
certain sitesvisits are likely to have higher bounce rates
blogs and news where the visitor is looking at a specific article informational searches (as opposed to navigational or transactional)
follow a search result for specific information sites with timely information on the homepage
event calendars and clubs
according to Avinash Kaushik a respected GArsquos expert an average
bounce rate is 40-60 ldquoIt is really had to get a bounce rate under 20 anything
over 35 is cause for concern 50 (above) is worryingrdquo Avinash Kaushik
kmullett AnalyticsIndy
ANALYTICS TARGETED KEYWORD OR NOTlets see a keyword example for a given metric1 click ldquotraffic sources in the left nav2 select ldquokeywords 3 select non-paidrdquo
reasons for high keyword bounce rate incorrect keyword target for your site the landing page doesnrsquot fit the visitors needs unclear SEFurls meta descriptions or page titles found exactly what they needed and required no further
action
kmullett AnalyticsIndy
ANALYTICS DEEPER KEYWORD RESEARCH
where are people searching from 1 click a keyword link 2 select ldquodimension source to see traffic by search engines
now we can investigate high bounces by term and search engine
kmullett AnalyticsIndy
ANALYTICS MONITORING ON-SITE SEARCH
site search setup information if you have a search box on your site must know the parameters of each type edit via the Google Analytics profile
tracking how visitors search on your site1 click ldquocontentrdquo gt ldquosite searchrdquo in the left nav2 click ldquousagerdquo (is it trending up or down after a recent change)3 click ldquosearch termsrdquo (what are they looking for)
4 click ldquostart pagesrdquo (where they get lost most often)
kmullett AnalyticsIndy
ANALYTICS CREATING GOALS
first time goal creation1 click ldquogoals in the left nav2 select ldquoset up goals and funnels 3 select ldquoadd goalrdquo4 name the goal ldquocontact usrdquo5 select the ldquourl destinationrdquo radio button6 go to your contact us page and copy
the url now paste that url into the ldquogoal urlrdquo box7 click ldquosave goalrdquo
note additional goals setup from ldquoanalytics settingsrdquo raquo ldquoeditrdquo raquo ldquo+ add goalrdquo
kmullett AnalyticsIndy
ANALYTICS VISUALIZING GOALS
adding a funnel to the goal
1 click ldquoyes create a funnel for this goalrdquo2 enter the first url and name it3 click ldquoadd goal funnel steprdquo4 repeat step 2 and 3 until the funnel is
complete
kmullett AnalyticsIndy
ANALYTICS DEPTH OF VISIT
how many pages do they visit
1 click ldquoVisitors in the left nav2 select ldquoVisitor Loyalty 3 select ldquoDepth of Visitrdquo
kmullett AnalyticsIndy
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS BUT THE NUMBERS DONrsquoT MATCH
each software developer decides what metrics should be included and the criteria that make them up
kmullett AnalyticsIndy
ANALYTICS CUSTOMIZING YOUR DASHBOARD
get the information you need quickly
1 browse to the report you want to add2 select the ldquoadd to dashboardrdquo button3 select the ldquoview dashboardrdquo link4 repeat for other reports you would like to add
kmullett AnalyticsIndy
ANALYTICS REPORTS TO SHARE OR KEEP
exporting one time reports1 navigate to the report you want to create
example ldquocontentrdquo gt ldquotop contentrdquo2 select the ldquoexportrdquo drop down tab3 select the appropriate format
PDF (vector output for quality visual reference ease of sharing) XML (extensible markup language) CSV (comma separated value Excel) TSV (tabbed separated value Excel)
4 save (different per browser)
kmullett AnalyticsIndy
ANALYTICS SCHEDULED ATTENTION
now letrsquos create an automated report1 navigate to the report you want to create
example ldquocontentrdquo raquo ldquotop contentrdquo
2 click the ldquoemailrdquo button3 click the ldquoschedulerdquo tab4 input emails andor check ldquosend to merdquo5 fill in the remaining fields6 select the desired format7 select daily weekly monthly quarterly8 optionally select to include
a ldquodate comparisonrdquo9 click ldquoschedulerdquo
kmullett AnalyticsIndy
ANALYTICS DOOMED TO REPEAT THE PAST
comparing a specified date range to the past1 select a month (from the main dashboard)
2 check ldquocompare to pastrdquo and select a previous month3 click ldquoapplyrdquo
kmullett AnalyticsIndy
ANALYTICS ANNOTATING KEY EVENTS
a favorite feature of Google Analytics is annotation1 select a date range (from the main dashboard)
2 click the dot that corresponds to a date of a known event3 type in the annotation and save
kmullett AnalyticsIndy
ANALYTICS COMPARE METRICS
letrsquos compare some metrics for better insight1 click the ldquovisitsrdquo drop down tab2 click the ldquocompare two metricsrdquo
hover over points on the graph for more information select other metrics to compare
kmullett AnalyticsIndy
ANALYTICS INBOUND SOCIAL
advanced segments help tell the story (regular expression)facebookcom|fbme|twittercom|tco|tinyurl|hootsuiteco
m|owly|bitly|htly|linkedincom|stumbleuponcom|supr|tumblrcom|slideshare|youtubecom|youtube|ningcom|dailyboothcom|flickrcom|flickr
kmullett AnalyticsIndy
ANALYTICS BOUNCE RATES DEFINED
what is a bounce rate landed on and left from a given page (any page) on your site allowed their session to timeout (GArsquos session timeout is 30
minutes) upon returning from eating lunch a new session would start and the
previous one would be counted as a bounce a lost internet connection may count as a new session when restored
in some situations back button used to leave the site typed a new address into the address bar to leave closed the browser window or tab no further currently defined action took place
they might have called but unless you have a special phone numberhellip
kmullett AnalyticsIndy
ANALYTICS WHY IS BOUNCE IMPORTANT
bounce as an indicator possible inadequate paths to action (next steps)
if they make it to ldquocontact usrdquo do they end up on ldquothank yourdquo
shows lost conversions or missed client acquisitions does the landing page match the marketing offer
spotlights visit quality and page relevancy to visitors wasted efforts attracting visitors for the wrong keyword phrases
kmullett AnalyticsIndy
ANALYTICS EXCEPTIONS TO BOUNCE RULE
certain sitesvisits are likely to have higher bounce rates
blogs and news where the visitor is looking at a specific article informational searches (as opposed to navigational or transactional)
follow a search result for specific information sites with timely information on the homepage
event calendars and clubs
according to Avinash Kaushik a respected GArsquos expert an average
bounce rate is 40-60 ldquoIt is really had to get a bounce rate under 20 anything
over 35 is cause for concern 50 (above) is worryingrdquo Avinash Kaushik
kmullett AnalyticsIndy
ANALYTICS TARGETED KEYWORD OR NOTlets see a keyword example for a given metric1 click ldquotraffic sources in the left nav2 select ldquokeywords 3 select non-paidrdquo
reasons for high keyword bounce rate incorrect keyword target for your site the landing page doesnrsquot fit the visitors needs unclear SEFurls meta descriptions or page titles found exactly what they needed and required no further
action
kmullett AnalyticsIndy
ANALYTICS DEEPER KEYWORD RESEARCH
where are people searching from 1 click a keyword link 2 select ldquodimension source to see traffic by search engines
now we can investigate high bounces by term and search engine
kmullett AnalyticsIndy
ANALYTICS MONITORING ON-SITE SEARCH
site search setup information if you have a search box on your site must know the parameters of each type edit via the Google Analytics profile
tracking how visitors search on your site1 click ldquocontentrdquo gt ldquosite searchrdquo in the left nav2 click ldquousagerdquo (is it trending up or down after a recent change)3 click ldquosearch termsrdquo (what are they looking for)
4 click ldquostart pagesrdquo (where they get lost most often)
kmullett AnalyticsIndy
ANALYTICS CREATING GOALS
first time goal creation1 click ldquogoals in the left nav2 select ldquoset up goals and funnels 3 select ldquoadd goalrdquo4 name the goal ldquocontact usrdquo5 select the ldquourl destinationrdquo radio button6 go to your contact us page and copy
the url now paste that url into the ldquogoal urlrdquo box7 click ldquosave goalrdquo
note additional goals setup from ldquoanalytics settingsrdquo raquo ldquoeditrdquo raquo ldquo+ add goalrdquo
kmullett AnalyticsIndy
ANALYTICS VISUALIZING GOALS
adding a funnel to the goal
1 click ldquoyes create a funnel for this goalrdquo2 enter the first url and name it3 click ldquoadd goal funnel steprdquo4 repeat step 2 and 3 until the funnel is
complete
kmullett AnalyticsIndy
ANALYTICS DEPTH OF VISIT
how many pages do they visit
1 click ldquoVisitors in the left nav2 select ldquoVisitor Loyalty 3 select ldquoDepth of Visitrdquo
kmullett AnalyticsIndy
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS CUSTOMIZING YOUR DASHBOARD
get the information you need quickly
1 browse to the report you want to add2 select the ldquoadd to dashboardrdquo button3 select the ldquoview dashboardrdquo link4 repeat for other reports you would like to add
kmullett AnalyticsIndy
ANALYTICS REPORTS TO SHARE OR KEEP
exporting one time reports1 navigate to the report you want to create
example ldquocontentrdquo gt ldquotop contentrdquo2 select the ldquoexportrdquo drop down tab3 select the appropriate format
PDF (vector output for quality visual reference ease of sharing) XML (extensible markup language) CSV (comma separated value Excel) TSV (tabbed separated value Excel)
4 save (different per browser)
kmullett AnalyticsIndy
ANALYTICS SCHEDULED ATTENTION
now letrsquos create an automated report1 navigate to the report you want to create
example ldquocontentrdquo raquo ldquotop contentrdquo
2 click the ldquoemailrdquo button3 click the ldquoschedulerdquo tab4 input emails andor check ldquosend to merdquo5 fill in the remaining fields6 select the desired format7 select daily weekly monthly quarterly8 optionally select to include
a ldquodate comparisonrdquo9 click ldquoschedulerdquo
kmullett AnalyticsIndy
ANALYTICS DOOMED TO REPEAT THE PAST
comparing a specified date range to the past1 select a month (from the main dashboard)
2 check ldquocompare to pastrdquo and select a previous month3 click ldquoapplyrdquo
kmullett AnalyticsIndy
ANALYTICS ANNOTATING KEY EVENTS
a favorite feature of Google Analytics is annotation1 select a date range (from the main dashboard)
2 click the dot that corresponds to a date of a known event3 type in the annotation and save
kmullett AnalyticsIndy
ANALYTICS COMPARE METRICS
letrsquos compare some metrics for better insight1 click the ldquovisitsrdquo drop down tab2 click the ldquocompare two metricsrdquo
hover over points on the graph for more information select other metrics to compare
kmullett AnalyticsIndy
ANALYTICS INBOUND SOCIAL
advanced segments help tell the story (regular expression)facebookcom|fbme|twittercom|tco|tinyurl|hootsuiteco
m|owly|bitly|htly|linkedincom|stumbleuponcom|supr|tumblrcom|slideshare|youtubecom|youtube|ningcom|dailyboothcom|flickrcom|flickr
kmullett AnalyticsIndy
ANALYTICS BOUNCE RATES DEFINED
what is a bounce rate landed on and left from a given page (any page) on your site allowed their session to timeout (GArsquos session timeout is 30
minutes) upon returning from eating lunch a new session would start and the
previous one would be counted as a bounce a lost internet connection may count as a new session when restored
in some situations back button used to leave the site typed a new address into the address bar to leave closed the browser window or tab no further currently defined action took place
they might have called but unless you have a special phone numberhellip
kmullett AnalyticsIndy
ANALYTICS WHY IS BOUNCE IMPORTANT
bounce as an indicator possible inadequate paths to action (next steps)
if they make it to ldquocontact usrdquo do they end up on ldquothank yourdquo
shows lost conversions or missed client acquisitions does the landing page match the marketing offer
spotlights visit quality and page relevancy to visitors wasted efforts attracting visitors for the wrong keyword phrases
kmullett AnalyticsIndy
ANALYTICS EXCEPTIONS TO BOUNCE RULE
certain sitesvisits are likely to have higher bounce rates
blogs and news where the visitor is looking at a specific article informational searches (as opposed to navigational or transactional)
follow a search result for specific information sites with timely information on the homepage
event calendars and clubs
according to Avinash Kaushik a respected GArsquos expert an average
bounce rate is 40-60 ldquoIt is really had to get a bounce rate under 20 anything
over 35 is cause for concern 50 (above) is worryingrdquo Avinash Kaushik
kmullett AnalyticsIndy
ANALYTICS TARGETED KEYWORD OR NOTlets see a keyword example for a given metric1 click ldquotraffic sources in the left nav2 select ldquokeywords 3 select non-paidrdquo
reasons for high keyword bounce rate incorrect keyword target for your site the landing page doesnrsquot fit the visitors needs unclear SEFurls meta descriptions or page titles found exactly what they needed and required no further
action
kmullett AnalyticsIndy
ANALYTICS DEEPER KEYWORD RESEARCH
where are people searching from 1 click a keyword link 2 select ldquodimension source to see traffic by search engines
now we can investigate high bounces by term and search engine
kmullett AnalyticsIndy
ANALYTICS MONITORING ON-SITE SEARCH
site search setup information if you have a search box on your site must know the parameters of each type edit via the Google Analytics profile
tracking how visitors search on your site1 click ldquocontentrdquo gt ldquosite searchrdquo in the left nav2 click ldquousagerdquo (is it trending up or down after a recent change)3 click ldquosearch termsrdquo (what are they looking for)
4 click ldquostart pagesrdquo (where they get lost most often)
kmullett AnalyticsIndy
ANALYTICS CREATING GOALS
first time goal creation1 click ldquogoals in the left nav2 select ldquoset up goals and funnels 3 select ldquoadd goalrdquo4 name the goal ldquocontact usrdquo5 select the ldquourl destinationrdquo radio button6 go to your contact us page and copy
the url now paste that url into the ldquogoal urlrdquo box7 click ldquosave goalrdquo
note additional goals setup from ldquoanalytics settingsrdquo raquo ldquoeditrdquo raquo ldquo+ add goalrdquo
kmullett AnalyticsIndy
ANALYTICS VISUALIZING GOALS
adding a funnel to the goal
1 click ldquoyes create a funnel for this goalrdquo2 enter the first url and name it3 click ldquoadd goal funnel steprdquo4 repeat step 2 and 3 until the funnel is
complete
kmullett AnalyticsIndy
ANALYTICS DEPTH OF VISIT
how many pages do they visit
1 click ldquoVisitors in the left nav2 select ldquoVisitor Loyalty 3 select ldquoDepth of Visitrdquo
kmullett AnalyticsIndy
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS REPORTS TO SHARE OR KEEP
exporting one time reports1 navigate to the report you want to create
example ldquocontentrdquo gt ldquotop contentrdquo2 select the ldquoexportrdquo drop down tab3 select the appropriate format
PDF (vector output for quality visual reference ease of sharing) XML (extensible markup language) CSV (comma separated value Excel) TSV (tabbed separated value Excel)
4 save (different per browser)
kmullett AnalyticsIndy
ANALYTICS SCHEDULED ATTENTION
now letrsquos create an automated report1 navigate to the report you want to create
example ldquocontentrdquo raquo ldquotop contentrdquo
2 click the ldquoemailrdquo button3 click the ldquoschedulerdquo tab4 input emails andor check ldquosend to merdquo5 fill in the remaining fields6 select the desired format7 select daily weekly monthly quarterly8 optionally select to include
a ldquodate comparisonrdquo9 click ldquoschedulerdquo
kmullett AnalyticsIndy
ANALYTICS DOOMED TO REPEAT THE PAST
comparing a specified date range to the past1 select a month (from the main dashboard)
2 check ldquocompare to pastrdquo and select a previous month3 click ldquoapplyrdquo
kmullett AnalyticsIndy
ANALYTICS ANNOTATING KEY EVENTS
a favorite feature of Google Analytics is annotation1 select a date range (from the main dashboard)
2 click the dot that corresponds to a date of a known event3 type in the annotation and save
kmullett AnalyticsIndy
ANALYTICS COMPARE METRICS
letrsquos compare some metrics for better insight1 click the ldquovisitsrdquo drop down tab2 click the ldquocompare two metricsrdquo
hover over points on the graph for more information select other metrics to compare
kmullett AnalyticsIndy
ANALYTICS INBOUND SOCIAL
advanced segments help tell the story (regular expression)facebookcom|fbme|twittercom|tco|tinyurl|hootsuiteco
m|owly|bitly|htly|linkedincom|stumbleuponcom|supr|tumblrcom|slideshare|youtubecom|youtube|ningcom|dailyboothcom|flickrcom|flickr
kmullett AnalyticsIndy
ANALYTICS BOUNCE RATES DEFINED
what is a bounce rate landed on and left from a given page (any page) on your site allowed their session to timeout (GArsquos session timeout is 30
minutes) upon returning from eating lunch a new session would start and the
previous one would be counted as a bounce a lost internet connection may count as a new session when restored
in some situations back button used to leave the site typed a new address into the address bar to leave closed the browser window or tab no further currently defined action took place
they might have called but unless you have a special phone numberhellip
kmullett AnalyticsIndy
ANALYTICS WHY IS BOUNCE IMPORTANT
bounce as an indicator possible inadequate paths to action (next steps)
if they make it to ldquocontact usrdquo do they end up on ldquothank yourdquo
shows lost conversions or missed client acquisitions does the landing page match the marketing offer
spotlights visit quality and page relevancy to visitors wasted efforts attracting visitors for the wrong keyword phrases
kmullett AnalyticsIndy
ANALYTICS EXCEPTIONS TO BOUNCE RULE
certain sitesvisits are likely to have higher bounce rates
blogs and news where the visitor is looking at a specific article informational searches (as opposed to navigational or transactional)
follow a search result for specific information sites with timely information on the homepage
event calendars and clubs
according to Avinash Kaushik a respected GArsquos expert an average
bounce rate is 40-60 ldquoIt is really had to get a bounce rate under 20 anything
over 35 is cause for concern 50 (above) is worryingrdquo Avinash Kaushik
kmullett AnalyticsIndy
ANALYTICS TARGETED KEYWORD OR NOTlets see a keyword example for a given metric1 click ldquotraffic sources in the left nav2 select ldquokeywords 3 select non-paidrdquo
reasons for high keyword bounce rate incorrect keyword target for your site the landing page doesnrsquot fit the visitors needs unclear SEFurls meta descriptions or page titles found exactly what they needed and required no further
action
kmullett AnalyticsIndy
ANALYTICS DEEPER KEYWORD RESEARCH
where are people searching from 1 click a keyword link 2 select ldquodimension source to see traffic by search engines
now we can investigate high bounces by term and search engine
kmullett AnalyticsIndy
ANALYTICS MONITORING ON-SITE SEARCH
site search setup information if you have a search box on your site must know the parameters of each type edit via the Google Analytics profile
tracking how visitors search on your site1 click ldquocontentrdquo gt ldquosite searchrdquo in the left nav2 click ldquousagerdquo (is it trending up or down after a recent change)3 click ldquosearch termsrdquo (what are they looking for)
4 click ldquostart pagesrdquo (where they get lost most often)
kmullett AnalyticsIndy
ANALYTICS CREATING GOALS
first time goal creation1 click ldquogoals in the left nav2 select ldquoset up goals and funnels 3 select ldquoadd goalrdquo4 name the goal ldquocontact usrdquo5 select the ldquourl destinationrdquo radio button6 go to your contact us page and copy
the url now paste that url into the ldquogoal urlrdquo box7 click ldquosave goalrdquo
note additional goals setup from ldquoanalytics settingsrdquo raquo ldquoeditrdquo raquo ldquo+ add goalrdquo
kmullett AnalyticsIndy
ANALYTICS VISUALIZING GOALS
adding a funnel to the goal
1 click ldquoyes create a funnel for this goalrdquo2 enter the first url and name it3 click ldquoadd goal funnel steprdquo4 repeat step 2 and 3 until the funnel is
complete
kmullett AnalyticsIndy
ANALYTICS DEPTH OF VISIT
how many pages do they visit
1 click ldquoVisitors in the left nav2 select ldquoVisitor Loyalty 3 select ldquoDepth of Visitrdquo
kmullett AnalyticsIndy
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS SCHEDULED ATTENTION
now letrsquos create an automated report1 navigate to the report you want to create
example ldquocontentrdquo raquo ldquotop contentrdquo
2 click the ldquoemailrdquo button3 click the ldquoschedulerdquo tab4 input emails andor check ldquosend to merdquo5 fill in the remaining fields6 select the desired format7 select daily weekly monthly quarterly8 optionally select to include
a ldquodate comparisonrdquo9 click ldquoschedulerdquo
kmullett AnalyticsIndy
ANALYTICS DOOMED TO REPEAT THE PAST
comparing a specified date range to the past1 select a month (from the main dashboard)
2 check ldquocompare to pastrdquo and select a previous month3 click ldquoapplyrdquo
kmullett AnalyticsIndy
ANALYTICS ANNOTATING KEY EVENTS
a favorite feature of Google Analytics is annotation1 select a date range (from the main dashboard)
2 click the dot that corresponds to a date of a known event3 type in the annotation and save
kmullett AnalyticsIndy
ANALYTICS COMPARE METRICS
letrsquos compare some metrics for better insight1 click the ldquovisitsrdquo drop down tab2 click the ldquocompare two metricsrdquo
hover over points on the graph for more information select other metrics to compare
kmullett AnalyticsIndy
ANALYTICS INBOUND SOCIAL
advanced segments help tell the story (regular expression)facebookcom|fbme|twittercom|tco|tinyurl|hootsuiteco
m|owly|bitly|htly|linkedincom|stumbleuponcom|supr|tumblrcom|slideshare|youtubecom|youtube|ningcom|dailyboothcom|flickrcom|flickr
kmullett AnalyticsIndy
ANALYTICS BOUNCE RATES DEFINED
what is a bounce rate landed on and left from a given page (any page) on your site allowed their session to timeout (GArsquos session timeout is 30
minutes) upon returning from eating lunch a new session would start and the
previous one would be counted as a bounce a lost internet connection may count as a new session when restored
in some situations back button used to leave the site typed a new address into the address bar to leave closed the browser window or tab no further currently defined action took place
they might have called but unless you have a special phone numberhellip
kmullett AnalyticsIndy
ANALYTICS WHY IS BOUNCE IMPORTANT
bounce as an indicator possible inadequate paths to action (next steps)
if they make it to ldquocontact usrdquo do they end up on ldquothank yourdquo
shows lost conversions or missed client acquisitions does the landing page match the marketing offer
spotlights visit quality and page relevancy to visitors wasted efforts attracting visitors for the wrong keyword phrases
kmullett AnalyticsIndy
ANALYTICS EXCEPTIONS TO BOUNCE RULE
certain sitesvisits are likely to have higher bounce rates
blogs and news where the visitor is looking at a specific article informational searches (as opposed to navigational or transactional)
follow a search result for specific information sites with timely information on the homepage
event calendars and clubs
according to Avinash Kaushik a respected GArsquos expert an average
bounce rate is 40-60 ldquoIt is really had to get a bounce rate under 20 anything
over 35 is cause for concern 50 (above) is worryingrdquo Avinash Kaushik
kmullett AnalyticsIndy
ANALYTICS TARGETED KEYWORD OR NOTlets see a keyword example for a given metric1 click ldquotraffic sources in the left nav2 select ldquokeywords 3 select non-paidrdquo
reasons for high keyword bounce rate incorrect keyword target for your site the landing page doesnrsquot fit the visitors needs unclear SEFurls meta descriptions or page titles found exactly what they needed and required no further
action
kmullett AnalyticsIndy
ANALYTICS DEEPER KEYWORD RESEARCH
where are people searching from 1 click a keyword link 2 select ldquodimension source to see traffic by search engines
now we can investigate high bounces by term and search engine
kmullett AnalyticsIndy
ANALYTICS MONITORING ON-SITE SEARCH
site search setup information if you have a search box on your site must know the parameters of each type edit via the Google Analytics profile
tracking how visitors search on your site1 click ldquocontentrdquo gt ldquosite searchrdquo in the left nav2 click ldquousagerdquo (is it trending up or down after a recent change)3 click ldquosearch termsrdquo (what are they looking for)
4 click ldquostart pagesrdquo (where they get lost most often)
kmullett AnalyticsIndy
ANALYTICS CREATING GOALS
first time goal creation1 click ldquogoals in the left nav2 select ldquoset up goals and funnels 3 select ldquoadd goalrdquo4 name the goal ldquocontact usrdquo5 select the ldquourl destinationrdquo radio button6 go to your contact us page and copy
the url now paste that url into the ldquogoal urlrdquo box7 click ldquosave goalrdquo
note additional goals setup from ldquoanalytics settingsrdquo raquo ldquoeditrdquo raquo ldquo+ add goalrdquo
kmullett AnalyticsIndy
ANALYTICS VISUALIZING GOALS
adding a funnel to the goal
1 click ldquoyes create a funnel for this goalrdquo2 enter the first url and name it3 click ldquoadd goal funnel steprdquo4 repeat step 2 and 3 until the funnel is
complete
kmullett AnalyticsIndy
ANALYTICS DEPTH OF VISIT
how many pages do they visit
1 click ldquoVisitors in the left nav2 select ldquoVisitor Loyalty 3 select ldquoDepth of Visitrdquo
kmullett AnalyticsIndy
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS DOOMED TO REPEAT THE PAST
comparing a specified date range to the past1 select a month (from the main dashboard)
2 check ldquocompare to pastrdquo and select a previous month3 click ldquoapplyrdquo
kmullett AnalyticsIndy
ANALYTICS ANNOTATING KEY EVENTS
a favorite feature of Google Analytics is annotation1 select a date range (from the main dashboard)
2 click the dot that corresponds to a date of a known event3 type in the annotation and save
kmullett AnalyticsIndy
ANALYTICS COMPARE METRICS
letrsquos compare some metrics for better insight1 click the ldquovisitsrdquo drop down tab2 click the ldquocompare two metricsrdquo
hover over points on the graph for more information select other metrics to compare
kmullett AnalyticsIndy
ANALYTICS INBOUND SOCIAL
advanced segments help tell the story (regular expression)facebookcom|fbme|twittercom|tco|tinyurl|hootsuiteco
m|owly|bitly|htly|linkedincom|stumbleuponcom|supr|tumblrcom|slideshare|youtubecom|youtube|ningcom|dailyboothcom|flickrcom|flickr
kmullett AnalyticsIndy
ANALYTICS BOUNCE RATES DEFINED
what is a bounce rate landed on and left from a given page (any page) on your site allowed their session to timeout (GArsquos session timeout is 30
minutes) upon returning from eating lunch a new session would start and the
previous one would be counted as a bounce a lost internet connection may count as a new session when restored
in some situations back button used to leave the site typed a new address into the address bar to leave closed the browser window or tab no further currently defined action took place
they might have called but unless you have a special phone numberhellip
kmullett AnalyticsIndy
ANALYTICS WHY IS BOUNCE IMPORTANT
bounce as an indicator possible inadequate paths to action (next steps)
if they make it to ldquocontact usrdquo do they end up on ldquothank yourdquo
shows lost conversions or missed client acquisitions does the landing page match the marketing offer
spotlights visit quality and page relevancy to visitors wasted efforts attracting visitors for the wrong keyword phrases
kmullett AnalyticsIndy
ANALYTICS EXCEPTIONS TO BOUNCE RULE
certain sitesvisits are likely to have higher bounce rates
blogs and news where the visitor is looking at a specific article informational searches (as opposed to navigational or transactional)
follow a search result for specific information sites with timely information on the homepage
event calendars and clubs
according to Avinash Kaushik a respected GArsquos expert an average
bounce rate is 40-60 ldquoIt is really had to get a bounce rate under 20 anything
over 35 is cause for concern 50 (above) is worryingrdquo Avinash Kaushik
kmullett AnalyticsIndy
ANALYTICS TARGETED KEYWORD OR NOTlets see a keyword example for a given metric1 click ldquotraffic sources in the left nav2 select ldquokeywords 3 select non-paidrdquo
reasons for high keyword bounce rate incorrect keyword target for your site the landing page doesnrsquot fit the visitors needs unclear SEFurls meta descriptions or page titles found exactly what they needed and required no further
action
kmullett AnalyticsIndy
ANALYTICS DEEPER KEYWORD RESEARCH
where are people searching from 1 click a keyword link 2 select ldquodimension source to see traffic by search engines
now we can investigate high bounces by term and search engine
kmullett AnalyticsIndy
ANALYTICS MONITORING ON-SITE SEARCH
site search setup information if you have a search box on your site must know the parameters of each type edit via the Google Analytics profile
tracking how visitors search on your site1 click ldquocontentrdquo gt ldquosite searchrdquo in the left nav2 click ldquousagerdquo (is it trending up or down after a recent change)3 click ldquosearch termsrdquo (what are they looking for)
4 click ldquostart pagesrdquo (where they get lost most often)
kmullett AnalyticsIndy
ANALYTICS CREATING GOALS
first time goal creation1 click ldquogoals in the left nav2 select ldquoset up goals and funnels 3 select ldquoadd goalrdquo4 name the goal ldquocontact usrdquo5 select the ldquourl destinationrdquo radio button6 go to your contact us page and copy
the url now paste that url into the ldquogoal urlrdquo box7 click ldquosave goalrdquo
note additional goals setup from ldquoanalytics settingsrdquo raquo ldquoeditrdquo raquo ldquo+ add goalrdquo
kmullett AnalyticsIndy
ANALYTICS VISUALIZING GOALS
adding a funnel to the goal
1 click ldquoyes create a funnel for this goalrdquo2 enter the first url and name it3 click ldquoadd goal funnel steprdquo4 repeat step 2 and 3 until the funnel is
complete
kmullett AnalyticsIndy
ANALYTICS DEPTH OF VISIT
how many pages do they visit
1 click ldquoVisitors in the left nav2 select ldquoVisitor Loyalty 3 select ldquoDepth of Visitrdquo
kmullett AnalyticsIndy
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS ANNOTATING KEY EVENTS
a favorite feature of Google Analytics is annotation1 select a date range (from the main dashboard)
2 click the dot that corresponds to a date of a known event3 type in the annotation and save
kmullett AnalyticsIndy
ANALYTICS COMPARE METRICS
letrsquos compare some metrics for better insight1 click the ldquovisitsrdquo drop down tab2 click the ldquocompare two metricsrdquo
hover over points on the graph for more information select other metrics to compare
kmullett AnalyticsIndy
ANALYTICS INBOUND SOCIAL
advanced segments help tell the story (regular expression)facebookcom|fbme|twittercom|tco|tinyurl|hootsuiteco
m|owly|bitly|htly|linkedincom|stumbleuponcom|supr|tumblrcom|slideshare|youtubecom|youtube|ningcom|dailyboothcom|flickrcom|flickr
kmullett AnalyticsIndy
ANALYTICS BOUNCE RATES DEFINED
what is a bounce rate landed on and left from a given page (any page) on your site allowed their session to timeout (GArsquos session timeout is 30
minutes) upon returning from eating lunch a new session would start and the
previous one would be counted as a bounce a lost internet connection may count as a new session when restored
in some situations back button used to leave the site typed a new address into the address bar to leave closed the browser window or tab no further currently defined action took place
they might have called but unless you have a special phone numberhellip
kmullett AnalyticsIndy
ANALYTICS WHY IS BOUNCE IMPORTANT
bounce as an indicator possible inadequate paths to action (next steps)
if they make it to ldquocontact usrdquo do they end up on ldquothank yourdquo
shows lost conversions or missed client acquisitions does the landing page match the marketing offer
spotlights visit quality and page relevancy to visitors wasted efforts attracting visitors for the wrong keyword phrases
kmullett AnalyticsIndy
ANALYTICS EXCEPTIONS TO BOUNCE RULE
certain sitesvisits are likely to have higher bounce rates
blogs and news where the visitor is looking at a specific article informational searches (as opposed to navigational or transactional)
follow a search result for specific information sites with timely information on the homepage
event calendars and clubs
according to Avinash Kaushik a respected GArsquos expert an average
bounce rate is 40-60 ldquoIt is really had to get a bounce rate under 20 anything
over 35 is cause for concern 50 (above) is worryingrdquo Avinash Kaushik
kmullett AnalyticsIndy
ANALYTICS TARGETED KEYWORD OR NOTlets see a keyword example for a given metric1 click ldquotraffic sources in the left nav2 select ldquokeywords 3 select non-paidrdquo
reasons for high keyword bounce rate incorrect keyword target for your site the landing page doesnrsquot fit the visitors needs unclear SEFurls meta descriptions or page titles found exactly what they needed and required no further
action
kmullett AnalyticsIndy
ANALYTICS DEEPER KEYWORD RESEARCH
where are people searching from 1 click a keyword link 2 select ldquodimension source to see traffic by search engines
now we can investigate high bounces by term and search engine
kmullett AnalyticsIndy
ANALYTICS MONITORING ON-SITE SEARCH
site search setup information if you have a search box on your site must know the parameters of each type edit via the Google Analytics profile
tracking how visitors search on your site1 click ldquocontentrdquo gt ldquosite searchrdquo in the left nav2 click ldquousagerdquo (is it trending up or down after a recent change)3 click ldquosearch termsrdquo (what are they looking for)
4 click ldquostart pagesrdquo (where they get lost most often)
kmullett AnalyticsIndy
ANALYTICS CREATING GOALS
first time goal creation1 click ldquogoals in the left nav2 select ldquoset up goals and funnels 3 select ldquoadd goalrdquo4 name the goal ldquocontact usrdquo5 select the ldquourl destinationrdquo radio button6 go to your contact us page and copy
the url now paste that url into the ldquogoal urlrdquo box7 click ldquosave goalrdquo
note additional goals setup from ldquoanalytics settingsrdquo raquo ldquoeditrdquo raquo ldquo+ add goalrdquo
kmullett AnalyticsIndy
ANALYTICS VISUALIZING GOALS
adding a funnel to the goal
1 click ldquoyes create a funnel for this goalrdquo2 enter the first url and name it3 click ldquoadd goal funnel steprdquo4 repeat step 2 and 3 until the funnel is
complete
kmullett AnalyticsIndy
ANALYTICS DEPTH OF VISIT
how many pages do they visit
1 click ldquoVisitors in the left nav2 select ldquoVisitor Loyalty 3 select ldquoDepth of Visitrdquo
kmullett AnalyticsIndy
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS COMPARE METRICS
letrsquos compare some metrics for better insight1 click the ldquovisitsrdquo drop down tab2 click the ldquocompare two metricsrdquo
hover over points on the graph for more information select other metrics to compare
kmullett AnalyticsIndy
ANALYTICS INBOUND SOCIAL
advanced segments help tell the story (regular expression)facebookcom|fbme|twittercom|tco|tinyurl|hootsuiteco
m|owly|bitly|htly|linkedincom|stumbleuponcom|supr|tumblrcom|slideshare|youtubecom|youtube|ningcom|dailyboothcom|flickrcom|flickr
kmullett AnalyticsIndy
ANALYTICS BOUNCE RATES DEFINED
what is a bounce rate landed on and left from a given page (any page) on your site allowed their session to timeout (GArsquos session timeout is 30
minutes) upon returning from eating lunch a new session would start and the
previous one would be counted as a bounce a lost internet connection may count as a new session when restored
in some situations back button used to leave the site typed a new address into the address bar to leave closed the browser window or tab no further currently defined action took place
they might have called but unless you have a special phone numberhellip
kmullett AnalyticsIndy
ANALYTICS WHY IS BOUNCE IMPORTANT
bounce as an indicator possible inadequate paths to action (next steps)
if they make it to ldquocontact usrdquo do they end up on ldquothank yourdquo
shows lost conversions or missed client acquisitions does the landing page match the marketing offer
spotlights visit quality and page relevancy to visitors wasted efforts attracting visitors for the wrong keyword phrases
kmullett AnalyticsIndy
ANALYTICS EXCEPTIONS TO BOUNCE RULE
certain sitesvisits are likely to have higher bounce rates
blogs and news where the visitor is looking at a specific article informational searches (as opposed to navigational or transactional)
follow a search result for specific information sites with timely information on the homepage
event calendars and clubs
according to Avinash Kaushik a respected GArsquos expert an average
bounce rate is 40-60 ldquoIt is really had to get a bounce rate under 20 anything
over 35 is cause for concern 50 (above) is worryingrdquo Avinash Kaushik
kmullett AnalyticsIndy
ANALYTICS TARGETED KEYWORD OR NOTlets see a keyword example for a given metric1 click ldquotraffic sources in the left nav2 select ldquokeywords 3 select non-paidrdquo
reasons for high keyword bounce rate incorrect keyword target for your site the landing page doesnrsquot fit the visitors needs unclear SEFurls meta descriptions or page titles found exactly what they needed and required no further
action
kmullett AnalyticsIndy
ANALYTICS DEEPER KEYWORD RESEARCH
where are people searching from 1 click a keyword link 2 select ldquodimension source to see traffic by search engines
now we can investigate high bounces by term and search engine
kmullett AnalyticsIndy
ANALYTICS MONITORING ON-SITE SEARCH
site search setup information if you have a search box on your site must know the parameters of each type edit via the Google Analytics profile
tracking how visitors search on your site1 click ldquocontentrdquo gt ldquosite searchrdquo in the left nav2 click ldquousagerdquo (is it trending up or down after a recent change)3 click ldquosearch termsrdquo (what are they looking for)
4 click ldquostart pagesrdquo (where they get lost most often)
kmullett AnalyticsIndy
ANALYTICS CREATING GOALS
first time goal creation1 click ldquogoals in the left nav2 select ldquoset up goals and funnels 3 select ldquoadd goalrdquo4 name the goal ldquocontact usrdquo5 select the ldquourl destinationrdquo radio button6 go to your contact us page and copy
the url now paste that url into the ldquogoal urlrdquo box7 click ldquosave goalrdquo
note additional goals setup from ldquoanalytics settingsrdquo raquo ldquoeditrdquo raquo ldquo+ add goalrdquo
kmullett AnalyticsIndy
ANALYTICS VISUALIZING GOALS
adding a funnel to the goal
1 click ldquoyes create a funnel for this goalrdquo2 enter the first url and name it3 click ldquoadd goal funnel steprdquo4 repeat step 2 and 3 until the funnel is
complete
kmullett AnalyticsIndy
ANALYTICS DEPTH OF VISIT
how many pages do they visit
1 click ldquoVisitors in the left nav2 select ldquoVisitor Loyalty 3 select ldquoDepth of Visitrdquo
kmullett AnalyticsIndy
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS INBOUND SOCIAL
advanced segments help tell the story (regular expression)facebookcom|fbme|twittercom|tco|tinyurl|hootsuiteco
m|owly|bitly|htly|linkedincom|stumbleuponcom|supr|tumblrcom|slideshare|youtubecom|youtube|ningcom|dailyboothcom|flickrcom|flickr
kmullett AnalyticsIndy
ANALYTICS BOUNCE RATES DEFINED
what is a bounce rate landed on and left from a given page (any page) on your site allowed their session to timeout (GArsquos session timeout is 30
minutes) upon returning from eating lunch a new session would start and the
previous one would be counted as a bounce a lost internet connection may count as a new session when restored
in some situations back button used to leave the site typed a new address into the address bar to leave closed the browser window or tab no further currently defined action took place
they might have called but unless you have a special phone numberhellip
kmullett AnalyticsIndy
ANALYTICS WHY IS BOUNCE IMPORTANT
bounce as an indicator possible inadequate paths to action (next steps)
if they make it to ldquocontact usrdquo do they end up on ldquothank yourdquo
shows lost conversions or missed client acquisitions does the landing page match the marketing offer
spotlights visit quality and page relevancy to visitors wasted efforts attracting visitors for the wrong keyword phrases
kmullett AnalyticsIndy
ANALYTICS EXCEPTIONS TO BOUNCE RULE
certain sitesvisits are likely to have higher bounce rates
blogs and news where the visitor is looking at a specific article informational searches (as opposed to navigational or transactional)
follow a search result for specific information sites with timely information on the homepage
event calendars and clubs
according to Avinash Kaushik a respected GArsquos expert an average
bounce rate is 40-60 ldquoIt is really had to get a bounce rate under 20 anything
over 35 is cause for concern 50 (above) is worryingrdquo Avinash Kaushik
kmullett AnalyticsIndy
ANALYTICS TARGETED KEYWORD OR NOTlets see a keyword example for a given metric1 click ldquotraffic sources in the left nav2 select ldquokeywords 3 select non-paidrdquo
reasons for high keyword bounce rate incorrect keyword target for your site the landing page doesnrsquot fit the visitors needs unclear SEFurls meta descriptions or page titles found exactly what they needed and required no further
action
kmullett AnalyticsIndy
ANALYTICS DEEPER KEYWORD RESEARCH
where are people searching from 1 click a keyword link 2 select ldquodimension source to see traffic by search engines
now we can investigate high bounces by term and search engine
kmullett AnalyticsIndy
ANALYTICS MONITORING ON-SITE SEARCH
site search setup information if you have a search box on your site must know the parameters of each type edit via the Google Analytics profile
tracking how visitors search on your site1 click ldquocontentrdquo gt ldquosite searchrdquo in the left nav2 click ldquousagerdquo (is it trending up or down after a recent change)3 click ldquosearch termsrdquo (what are they looking for)
4 click ldquostart pagesrdquo (where they get lost most often)
kmullett AnalyticsIndy
ANALYTICS CREATING GOALS
first time goal creation1 click ldquogoals in the left nav2 select ldquoset up goals and funnels 3 select ldquoadd goalrdquo4 name the goal ldquocontact usrdquo5 select the ldquourl destinationrdquo radio button6 go to your contact us page and copy
the url now paste that url into the ldquogoal urlrdquo box7 click ldquosave goalrdquo
note additional goals setup from ldquoanalytics settingsrdquo raquo ldquoeditrdquo raquo ldquo+ add goalrdquo
kmullett AnalyticsIndy
ANALYTICS VISUALIZING GOALS
adding a funnel to the goal
1 click ldquoyes create a funnel for this goalrdquo2 enter the first url and name it3 click ldquoadd goal funnel steprdquo4 repeat step 2 and 3 until the funnel is
complete
kmullett AnalyticsIndy
ANALYTICS DEPTH OF VISIT
how many pages do they visit
1 click ldquoVisitors in the left nav2 select ldquoVisitor Loyalty 3 select ldquoDepth of Visitrdquo
kmullett AnalyticsIndy
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS BOUNCE RATES DEFINED
what is a bounce rate landed on and left from a given page (any page) on your site allowed their session to timeout (GArsquos session timeout is 30
minutes) upon returning from eating lunch a new session would start and the
previous one would be counted as a bounce a lost internet connection may count as a new session when restored
in some situations back button used to leave the site typed a new address into the address bar to leave closed the browser window or tab no further currently defined action took place
they might have called but unless you have a special phone numberhellip
kmullett AnalyticsIndy
ANALYTICS WHY IS BOUNCE IMPORTANT
bounce as an indicator possible inadequate paths to action (next steps)
if they make it to ldquocontact usrdquo do they end up on ldquothank yourdquo
shows lost conversions or missed client acquisitions does the landing page match the marketing offer
spotlights visit quality and page relevancy to visitors wasted efforts attracting visitors for the wrong keyword phrases
kmullett AnalyticsIndy
ANALYTICS EXCEPTIONS TO BOUNCE RULE
certain sitesvisits are likely to have higher bounce rates
blogs and news where the visitor is looking at a specific article informational searches (as opposed to navigational or transactional)
follow a search result for specific information sites with timely information on the homepage
event calendars and clubs
according to Avinash Kaushik a respected GArsquos expert an average
bounce rate is 40-60 ldquoIt is really had to get a bounce rate under 20 anything
over 35 is cause for concern 50 (above) is worryingrdquo Avinash Kaushik
kmullett AnalyticsIndy
ANALYTICS TARGETED KEYWORD OR NOTlets see a keyword example for a given metric1 click ldquotraffic sources in the left nav2 select ldquokeywords 3 select non-paidrdquo
reasons for high keyword bounce rate incorrect keyword target for your site the landing page doesnrsquot fit the visitors needs unclear SEFurls meta descriptions or page titles found exactly what they needed and required no further
action
kmullett AnalyticsIndy
ANALYTICS DEEPER KEYWORD RESEARCH
where are people searching from 1 click a keyword link 2 select ldquodimension source to see traffic by search engines
now we can investigate high bounces by term and search engine
kmullett AnalyticsIndy
ANALYTICS MONITORING ON-SITE SEARCH
site search setup information if you have a search box on your site must know the parameters of each type edit via the Google Analytics profile
tracking how visitors search on your site1 click ldquocontentrdquo gt ldquosite searchrdquo in the left nav2 click ldquousagerdquo (is it trending up or down after a recent change)3 click ldquosearch termsrdquo (what are they looking for)
4 click ldquostart pagesrdquo (where they get lost most often)
kmullett AnalyticsIndy
ANALYTICS CREATING GOALS
first time goal creation1 click ldquogoals in the left nav2 select ldquoset up goals and funnels 3 select ldquoadd goalrdquo4 name the goal ldquocontact usrdquo5 select the ldquourl destinationrdquo radio button6 go to your contact us page and copy
the url now paste that url into the ldquogoal urlrdquo box7 click ldquosave goalrdquo
note additional goals setup from ldquoanalytics settingsrdquo raquo ldquoeditrdquo raquo ldquo+ add goalrdquo
kmullett AnalyticsIndy
ANALYTICS VISUALIZING GOALS
adding a funnel to the goal
1 click ldquoyes create a funnel for this goalrdquo2 enter the first url and name it3 click ldquoadd goal funnel steprdquo4 repeat step 2 and 3 until the funnel is
complete
kmullett AnalyticsIndy
ANALYTICS DEPTH OF VISIT
how many pages do they visit
1 click ldquoVisitors in the left nav2 select ldquoVisitor Loyalty 3 select ldquoDepth of Visitrdquo
kmullett AnalyticsIndy
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS WHY IS BOUNCE IMPORTANT
bounce as an indicator possible inadequate paths to action (next steps)
if they make it to ldquocontact usrdquo do they end up on ldquothank yourdquo
shows lost conversions or missed client acquisitions does the landing page match the marketing offer
spotlights visit quality and page relevancy to visitors wasted efforts attracting visitors for the wrong keyword phrases
kmullett AnalyticsIndy
ANALYTICS EXCEPTIONS TO BOUNCE RULE
certain sitesvisits are likely to have higher bounce rates
blogs and news where the visitor is looking at a specific article informational searches (as opposed to navigational or transactional)
follow a search result for specific information sites with timely information on the homepage
event calendars and clubs
according to Avinash Kaushik a respected GArsquos expert an average
bounce rate is 40-60 ldquoIt is really had to get a bounce rate under 20 anything
over 35 is cause for concern 50 (above) is worryingrdquo Avinash Kaushik
kmullett AnalyticsIndy
ANALYTICS TARGETED KEYWORD OR NOTlets see a keyword example for a given metric1 click ldquotraffic sources in the left nav2 select ldquokeywords 3 select non-paidrdquo
reasons for high keyword bounce rate incorrect keyword target for your site the landing page doesnrsquot fit the visitors needs unclear SEFurls meta descriptions or page titles found exactly what they needed and required no further
action
kmullett AnalyticsIndy
ANALYTICS DEEPER KEYWORD RESEARCH
where are people searching from 1 click a keyword link 2 select ldquodimension source to see traffic by search engines
now we can investigate high bounces by term and search engine
kmullett AnalyticsIndy
ANALYTICS MONITORING ON-SITE SEARCH
site search setup information if you have a search box on your site must know the parameters of each type edit via the Google Analytics profile
tracking how visitors search on your site1 click ldquocontentrdquo gt ldquosite searchrdquo in the left nav2 click ldquousagerdquo (is it trending up or down after a recent change)3 click ldquosearch termsrdquo (what are they looking for)
4 click ldquostart pagesrdquo (where they get lost most often)
kmullett AnalyticsIndy
ANALYTICS CREATING GOALS
first time goal creation1 click ldquogoals in the left nav2 select ldquoset up goals and funnels 3 select ldquoadd goalrdquo4 name the goal ldquocontact usrdquo5 select the ldquourl destinationrdquo radio button6 go to your contact us page and copy
the url now paste that url into the ldquogoal urlrdquo box7 click ldquosave goalrdquo
note additional goals setup from ldquoanalytics settingsrdquo raquo ldquoeditrdquo raquo ldquo+ add goalrdquo
kmullett AnalyticsIndy
ANALYTICS VISUALIZING GOALS
adding a funnel to the goal
1 click ldquoyes create a funnel for this goalrdquo2 enter the first url and name it3 click ldquoadd goal funnel steprdquo4 repeat step 2 and 3 until the funnel is
complete
kmullett AnalyticsIndy
ANALYTICS DEPTH OF VISIT
how many pages do they visit
1 click ldquoVisitors in the left nav2 select ldquoVisitor Loyalty 3 select ldquoDepth of Visitrdquo
kmullett AnalyticsIndy
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS EXCEPTIONS TO BOUNCE RULE
certain sitesvisits are likely to have higher bounce rates
blogs and news where the visitor is looking at a specific article informational searches (as opposed to navigational or transactional)
follow a search result for specific information sites with timely information on the homepage
event calendars and clubs
according to Avinash Kaushik a respected GArsquos expert an average
bounce rate is 40-60 ldquoIt is really had to get a bounce rate under 20 anything
over 35 is cause for concern 50 (above) is worryingrdquo Avinash Kaushik
kmullett AnalyticsIndy
ANALYTICS TARGETED KEYWORD OR NOTlets see a keyword example for a given metric1 click ldquotraffic sources in the left nav2 select ldquokeywords 3 select non-paidrdquo
reasons for high keyword bounce rate incorrect keyword target for your site the landing page doesnrsquot fit the visitors needs unclear SEFurls meta descriptions or page titles found exactly what they needed and required no further
action
kmullett AnalyticsIndy
ANALYTICS DEEPER KEYWORD RESEARCH
where are people searching from 1 click a keyword link 2 select ldquodimension source to see traffic by search engines
now we can investigate high bounces by term and search engine
kmullett AnalyticsIndy
ANALYTICS MONITORING ON-SITE SEARCH
site search setup information if you have a search box on your site must know the parameters of each type edit via the Google Analytics profile
tracking how visitors search on your site1 click ldquocontentrdquo gt ldquosite searchrdquo in the left nav2 click ldquousagerdquo (is it trending up or down after a recent change)3 click ldquosearch termsrdquo (what are they looking for)
4 click ldquostart pagesrdquo (where they get lost most often)
kmullett AnalyticsIndy
ANALYTICS CREATING GOALS
first time goal creation1 click ldquogoals in the left nav2 select ldquoset up goals and funnels 3 select ldquoadd goalrdquo4 name the goal ldquocontact usrdquo5 select the ldquourl destinationrdquo radio button6 go to your contact us page and copy
the url now paste that url into the ldquogoal urlrdquo box7 click ldquosave goalrdquo
note additional goals setup from ldquoanalytics settingsrdquo raquo ldquoeditrdquo raquo ldquo+ add goalrdquo
kmullett AnalyticsIndy
ANALYTICS VISUALIZING GOALS
adding a funnel to the goal
1 click ldquoyes create a funnel for this goalrdquo2 enter the first url and name it3 click ldquoadd goal funnel steprdquo4 repeat step 2 and 3 until the funnel is
complete
kmullett AnalyticsIndy
ANALYTICS DEPTH OF VISIT
how many pages do they visit
1 click ldquoVisitors in the left nav2 select ldquoVisitor Loyalty 3 select ldquoDepth of Visitrdquo
kmullett AnalyticsIndy
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS TARGETED KEYWORD OR NOTlets see a keyword example for a given metric1 click ldquotraffic sources in the left nav2 select ldquokeywords 3 select non-paidrdquo
reasons for high keyword bounce rate incorrect keyword target for your site the landing page doesnrsquot fit the visitors needs unclear SEFurls meta descriptions or page titles found exactly what they needed and required no further
action
kmullett AnalyticsIndy
ANALYTICS DEEPER KEYWORD RESEARCH
where are people searching from 1 click a keyword link 2 select ldquodimension source to see traffic by search engines
now we can investigate high bounces by term and search engine
kmullett AnalyticsIndy
ANALYTICS MONITORING ON-SITE SEARCH
site search setup information if you have a search box on your site must know the parameters of each type edit via the Google Analytics profile
tracking how visitors search on your site1 click ldquocontentrdquo gt ldquosite searchrdquo in the left nav2 click ldquousagerdquo (is it trending up or down after a recent change)3 click ldquosearch termsrdquo (what are they looking for)
4 click ldquostart pagesrdquo (where they get lost most often)
kmullett AnalyticsIndy
ANALYTICS CREATING GOALS
first time goal creation1 click ldquogoals in the left nav2 select ldquoset up goals and funnels 3 select ldquoadd goalrdquo4 name the goal ldquocontact usrdquo5 select the ldquourl destinationrdquo radio button6 go to your contact us page and copy
the url now paste that url into the ldquogoal urlrdquo box7 click ldquosave goalrdquo
note additional goals setup from ldquoanalytics settingsrdquo raquo ldquoeditrdquo raquo ldquo+ add goalrdquo
kmullett AnalyticsIndy
ANALYTICS VISUALIZING GOALS
adding a funnel to the goal
1 click ldquoyes create a funnel for this goalrdquo2 enter the first url and name it3 click ldquoadd goal funnel steprdquo4 repeat step 2 and 3 until the funnel is
complete
kmullett AnalyticsIndy
ANALYTICS DEPTH OF VISIT
how many pages do they visit
1 click ldquoVisitors in the left nav2 select ldquoVisitor Loyalty 3 select ldquoDepth of Visitrdquo
kmullett AnalyticsIndy
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS DEEPER KEYWORD RESEARCH
where are people searching from 1 click a keyword link 2 select ldquodimension source to see traffic by search engines
now we can investigate high bounces by term and search engine
kmullett AnalyticsIndy
ANALYTICS MONITORING ON-SITE SEARCH
site search setup information if you have a search box on your site must know the parameters of each type edit via the Google Analytics profile
tracking how visitors search on your site1 click ldquocontentrdquo gt ldquosite searchrdquo in the left nav2 click ldquousagerdquo (is it trending up or down after a recent change)3 click ldquosearch termsrdquo (what are they looking for)
4 click ldquostart pagesrdquo (where they get lost most often)
kmullett AnalyticsIndy
ANALYTICS CREATING GOALS
first time goal creation1 click ldquogoals in the left nav2 select ldquoset up goals and funnels 3 select ldquoadd goalrdquo4 name the goal ldquocontact usrdquo5 select the ldquourl destinationrdquo radio button6 go to your contact us page and copy
the url now paste that url into the ldquogoal urlrdquo box7 click ldquosave goalrdquo
note additional goals setup from ldquoanalytics settingsrdquo raquo ldquoeditrdquo raquo ldquo+ add goalrdquo
kmullett AnalyticsIndy
ANALYTICS VISUALIZING GOALS
adding a funnel to the goal
1 click ldquoyes create a funnel for this goalrdquo2 enter the first url and name it3 click ldquoadd goal funnel steprdquo4 repeat step 2 and 3 until the funnel is
complete
kmullett AnalyticsIndy
ANALYTICS DEPTH OF VISIT
how many pages do they visit
1 click ldquoVisitors in the left nav2 select ldquoVisitor Loyalty 3 select ldquoDepth of Visitrdquo
kmullett AnalyticsIndy
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS MONITORING ON-SITE SEARCH
site search setup information if you have a search box on your site must know the parameters of each type edit via the Google Analytics profile
tracking how visitors search on your site1 click ldquocontentrdquo gt ldquosite searchrdquo in the left nav2 click ldquousagerdquo (is it trending up or down after a recent change)3 click ldquosearch termsrdquo (what are they looking for)
4 click ldquostart pagesrdquo (where they get lost most often)
kmullett AnalyticsIndy
ANALYTICS CREATING GOALS
first time goal creation1 click ldquogoals in the left nav2 select ldquoset up goals and funnels 3 select ldquoadd goalrdquo4 name the goal ldquocontact usrdquo5 select the ldquourl destinationrdquo radio button6 go to your contact us page and copy
the url now paste that url into the ldquogoal urlrdquo box7 click ldquosave goalrdquo
note additional goals setup from ldquoanalytics settingsrdquo raquo ldquoeditrdquo raquo ldquo+ add goalrdquo
kmullett AnalyticsIndy
ANALYTICS VISUALIZING GOALS
adding a funnel to the goal
1 click ldquoyes create a funnel for this goalrdquo2 enter the first url and name it3 click ldquoadd goal funnel steprdquo4 repeat step 2 and 3 until the funnel is
complete
kmullett AnalyticsIndy
ANALYTICS DEPTH OF VISIT
how many pages do they visit
1 click ldquoVisitors in the left nav2 select ldquoVisitor Loyalty 3 select ldquoDepth of Visitrdquo
kmullett AnalyticsIndy
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS CREATING GOALS
first time goal creation1 click ldquogoals in the left nav2 select ldquoset up goals and funnels 3 select ldquoadd goalrdquo4 name the goal ldquocontact usrdquo5 select the ldquourl destinationrdquo radio button6 go to your contact us page and copy
the url now paste that url into the ldquogoal urlrdquo box7 click ldquosave goalrdquo
note additional goals setup from ldquoanalytics settingsrdquo raquo ldquoeditrdquo raquo ldquo+ add goalrdquo
kmullett AnalyticsIndy
ANALYTICS VISUALIZING GOALS
adding a funnel to the goal
1 click ldquoyes create a funnel for this goalrdquo2 enter the first url and name it3 click ldquoadd goal funnel steprdquo4 repeat step 2 and 3 until the funnel is
complete
kmullett AnalyticsIndy
ANALYTICS DEPTH OF VISIT
how many pages do they visit
1 click ldquoVisitors in the left nav2 select ldquoVisitor Loyalty 3 select ldquoDepth of Visitrdquo
kmullett AnalyticsIndy
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS VISUALIZING GOALS
adding a funnel to the goal
1 click ldquoyes create a funnel for this goalrdquo2 enter the first url and name it3 click ldquoadd goal funnel steprdquo4 repeat step 2 and 3 until the funnel is
complete
kmullett AnalyticsIndy
ANALYTICS DEPTH OF VISIT
how many pages do they visit
1 click ldquoVisitors in the left nav2 select ldquoVisitor Loyalty 3 select ldquoDepth of Visitrdquo
kmullett AnalyticsIndy
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS DEPTH OF VISIT
how many pages do they visit
1 click ldquoVisitors in the left nav2 select ldquoVisitor Loyalty 3 select ldquoDepth of Visitrdquo
kmullett AnalyticsIndy
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS BRAND AWARENESS ANYONE
comparing new vs returning visitors1 click ldquoVisitors in the left nav2 select ldquoNew vs Returningldquo
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS TRACKING LOCATION AWARENESS
how did that awareness campaign work for us
1 click ldquovisitors from the left navigation2 select ldquomap overlayrdquo3 click the United Statesldquo4 click Indiana (on map or words)5 click Indianapolisrdquo (on map or words)6 make sure your date range matches
the promo dates
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by visitor type
now letrsquos select ldquonone visitor typeldquo this shows us how many ldquonew visitorsldquo our promo provided in this region
each column gives us a little insight how the promo worked monitoring this through the duration of the campaign would show
when you peak and start to hit diminishing returns this could be added to your dashboard exported to a report or
emailed through the duration of the campaign
kmullett AnalyticsIndy
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS TRACKING LOCATION AWARENESS
awareness campaign by source
go back to state level amp select ldquonone source (direct traffic vs SE traffic) was the promo effective for URL awareness if a large percentage come from search engines then they had to look for
you if shown as (direct) meaning they typed the URL into the browser they
remembered your domain name from the promo
kmullett AnalyticsIndy
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS REFERRING THE MOST TRAFFIC
which referring sites send you the most traffic1 select a date range if desired2 click ldquotraffic sourcesrdquo in left nav3 click ldquoreferring sitesrdquo
kmullett AnalyticsIndy
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
which referring sites send you the best traffic review visits pagesvisit time on site new visits and
bounce rate change to ldquovisitor typerdquo to see new visitors to the site change to ldquoregionrdquo to see where the visits come from
(keeping in mind that ISP donrsquot always report correctly)
note how the bounce rate climbs the farther away they are(if the site is location sensitive)
If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic
ANALYTICS REFERRING THE BEST TRAFFIC
kmullett AnalyticsIndy
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS WE NEED EVIDENCE
More than a desire to be right we want to do right That requires evidence We can change opinions if we have good data
kmullett AnalyticsIndy
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
ANALYTICS METRICS FOR SITE IMPROVEMENT
use analytics to improve sites marketing and conversion
change opinion into to data (hippo vs your users)
measure media and marketing effectiveness allocate budgets to campaigns with returns or conversions testing testing testinghellip measure changes (onsite or offsite)
kmullett AnalyticsIndy
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442
Powered by Cirrus ABS and Element Three
2 DAY CONFERENCEHTTPWWWBLOGINDIANACOM2011
18778174442