Google AnalyticsTool to track and analyze performance of inbound marketing activities

Birgit Pauli-Haackbph@paulisystems.net

@bph on twitter.

Who is Pauli Systems?

Online Consulting for small business, professionals & non-profits, since 2002

• Mobile Web • Web Architects • Web Designer & Developers• System Integrators• Social Network Integrators

Content Management Systems for any size of website. Open-Source Software (WordPress & MangoBlog). Search Engine Optimization. One-on-One tutoring.

Today

• Birds Eye view on Online • What is Inbound marketing?• Google Analytics - A dashboard• How to set up GA? • Visitors• Traffic Sources• Content• Analytics360

Graphic by Patrick Spens

How Big is the web? 

Source: www.mashable.com

What People do on the Net?

Source: www.PewInternet.org - Aug 2011

Search used by All Age Groups

 

Source: www.PewInternet.org - Aug 2011

Email used by All Age Groups

 

Source: www.PewInternet.org - Aug 2011

Websites: Built it and they will come! 

Really?

Inbound vs. Outbound Marketing

• Search engines • Blog + Blog commenting• Social Networks• Permission based Email • Online Forums• News, Media, PR• and more...

• Trade Shows • Seminar Series• Emails to purchased lists • Cold calling • Outsourced telemarketing,

and• TV spots• Radio commercials

Your Site is the Hub

 

Google Analytics

Tool to track and analyze performance of inbound marketing activities

Google Analytics Dashboard

Google Analytics Glossary (selection) 

VisitsA period of interaction between a visitor's browser and a particular website, ending when the browser is closed or shut down, or when the user has been inactive on that site for a specified period of time.

Page viewsA pageview is an instance of a page being loaded by a browser.

Pages per visit

Average Time on site

GA Glossary (selection)

Bounce RateBounce rate is the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page.

New VisitsGArecords a visitor as new when any page on your site has been accessed for the first time by a web browser. This is accomplished by setting a first-party cookie on that browser. Thus, new visitors are not identified by the personal information they provide on your site, but are rather uniquely identified by the web browser they used.

Learn more: http://bit.ly/GAsGlossary

How to set up GA Account?Got to www.google.com/analytics

GA account set-up (cont.)

 

GA account set-up (cont.)

GA account set-up (cont.)

 

GA account set-up (cont.)

 

Tracking Instructions

Single domain: passion-2-profit.com

One domain + subdomainsregister.passion-2-profit.com2011.passion-2-profit.com

Multiple top-level domainspassion-2-profit.compassion-2-profit.orgpassion-2-profit.net

Tracking Instructions

Most dynamic website offer integrationie. Wordpress Plugin: Ultimate Google Analytics

http://bit.ly/How2WP-GA

Static HTML pages - talk to web developer/designer

 

Visitors: Hours of Day

 

Visitors: USA Map

 

Visitors: Mobile

 

Traffic Sources

 

Direct Traffic

 

Referrer Traffic 

Top Referrers

– Facebook– SBDC Website– Twitter– LinkedIN– Digg – Paper.li– Mobile Facebook– Dogpile– Lanyrd– Florida Events Calendar

Search Traffic

 

Search Keywords

Content

 

Top 10

 

Navigation Summary

 

Integration: Analytics 360

Correlation between Tweets, email campaign and web site traffic in one view.

Source: Mailchimp.com

What's Next• Just released on Thursday:

Google Analytics Real time

• New Interface in Beta

Q & A & Resources:• Google Analytics Blog:

http://analytics.blogspot.com/

• Google Analytics, 3rd Edition by Jerri L. Ledford, Joe Teixeira

• Web Analytics 2.0 by Avinash Kauchik (Google Fellow)

• A Guide to Google Analytics and Useful Tools, Smashing Magazine

http://bit.ly/GASmashing