Google Analytics:

Actionable Insights & Custom Reports Advanced Features & Settings

Search Smart Marketing • Mission

▫ Deliver superior client service and results by effectively integrating strategy, project management, client service and technology.

• Search Engine Optimization (SEO)

• Paid Search Advertising

• Local Search Optimization

• Social Media Marketing • Review Monitoring & Management

• Mobile Advertising & SEO

• Video Optimization • Display/Banner Planning & Placement

Kate Hamilton-Miller

• Graphic Designer

• Started Digital Marketing, 2004

• Joined Search Smart in 2008

• Certifications ▫ Google ▫ Bing ▫ Social Media

• Memberships

▫ SEMPO ▫ National Association of Professional

Women (NAPW) ▫ Women Centric

What Is Analytics?

• Definition

▫ Analytics is the discovery and communication of meaningful patterns in data

▫ Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage

Source: Wikipedia

Types of Analytics

• Onsite ▫ Visitors ▫ # of Pages Viewed ▫ Time on Site ▫ Popular Content ▫ Common Exit Pages ▫ Actions Completed

• Offsite ▫ Potential customer pool (search opportunity) ▫ Share of Voice (visibility) ▫ Commentary (reviews, social engagement)

Google Analytics 101

• Terminology

• Proper Set-up

• Top 5 Reports

• Turning Findings into Actions

Analytics Lingo

• Tracking Code

▫ JavaScript placed on each page of your site

• Tracking URL

▫ Web Address of the page on your site you want to direct visitors to + relevant marketing info

• Campaign

▫ Marketing initiative; Email Blast; Paid Search Ads

Google Analytics Setup

• Free account ▫ www.google.com/analytics

• Link to AdWords

▫ Adwords.Google.com

• Webmaster Tools Integration ▫ www.google.com/webmasters/tools

• Define Goals and Conversion Funnels

USE THE SAME LOGIN

ACROSS ALL

GOOGLE PRODUCTS

Analytics Tracking – Tag Everything!

• What ▫ Pay-Per-Click (CPC) ▫ Email ▫ Social Buttons, Posts ▫ Display

• How ▫ AdWords Auto-Tagging

▫ Tracking URL Generator

SEARCH: Google Analytics Tracking URL Builder

http://support.google.com/analytics/answer/1033867?hl=en

AdWords Auto-Tagging • Login to AdWords

• My Account > Preferences

• Edit, Check Destination URL Auto-Tagging

• Save Changes

AdWords Auto-Tagging

Reviewing Your Data – Report #1

Report #1 – Audience Overview

• Derive Meaning ▫ Compare Month1 vs. Month2

▫ Have visits increased? Decreased? Remained flat?

▫ Major shifts in bounce rate or new visitors?

• Take Action

▫ Are you aware of any recent changes in: Marketing activities PR coverage Offline events

▫ Move onto Traffic Sources to determine cause of

increase or decrease in visits

Report #2 – Traffic Sources

• What sites are delivering visitors to your website?

• Traffic Source Types ▫ Direct to Site ▫ Organic Search ▫ Paid Search ▫ Referral

• Filter by Traffic Source type for consolidated data

• Referral sources include Social Media, PR & Blogs

Reviewing Your Data – Report #2

Reviewing Your Data – Report #3

Report #3 – Popular Site Content

• Derive Meaning ▫ What pages of your site are visitors drawn to? ▫ What pages do people visit, then immediately leave

your site?

• Take Action ▫ Popular Content

Create more content of a similar nature

Send relevant paid search traffic here

▫ High Bounce Rate Revise the text on the page

Misleading keywords?

Try a new layout

Reviewing Your Data – Report #4

Report #4 – Visitor Information

• Derive Meaning ▫ Where are most of your visitors located? ▫ Do they fall within your area of service?

• Take Action ▫ Increase advertising or sales activity in low

volume/high response areas

▫ Review paid search targeting settings if traffic is coming from outside of your service area

▫ Remove any geographic references to areas you do not serve that are mentioned on the website

Report #5 – Goal Conversions

• Online Purchase

▫ ecommerce transaction

• Micro-Conversion

▫ Visits to Contact Us

• Contact Actions

▫ Form Submission

▫ Newsletter Sign-up

• Downloads

▫ White Paper

▫ Brochure

• Site Engagement

▫ Pages per visits

▫ Time on site

• Social Engagement

▫ Blog comment

Reviewing Your Data – Report #5

Reviewing Your Data – Report #5

Report #5 – Goal Conversions

• Derive Meaning ▫ What action(s) do you want people to take? ▫ Define GA Goal for that page URL

• Take Action ▫ Are your marketing efforts generating the desired

action(s)?

▫ Which efforts are performing best?

▫ Do under-performing campaigns have a clear call to action?

Key Takeaways

• Proper Setup Ensures Maximum Data Collection

• Don’t Get Lost in the Details > Focus on Actionable Information

• Recommended Reports ▫ Audience Overview ▫ Traffic Sources ▫ Popular Site Content ▫ Visitor Information – Geographic Location ▫ Goals/Conversion Performance

Measuring Marketing Initiatives

• Traffic Sources>Sources>Campaigns

Advanced Segments

Advanced Segments

Is Mobile Important?

Mobile & Tablet Traffic Growth

• Audience>Mobile>Overview

194% increase in Mobile Traffic

Mobile Device Specifics

• Audience>Mobile>Devices

Goal Conversion Funnels

• Conversions>Goals>Funnel Visualization

Creating A Conversion Funnel

Click Admin Button

Select Website Profile

Creating A Conversion Funnel

Select One to Begin Funnel

Creating A Conversion Funnel

Reverse Goal Path

Creating A Conversion Funnel

• Log into Analytics & click admin button

• Select your profile (www.website.com)

• Goals tab

• Click Create A Goal button

▫ Or select a goal you wish to edit

• Enter Goal Description

• Add URL of conversion page under Goal Details

• Turn Funnel button on

• Enter each step of the conversion process you wish to track

• Note whether a step is required

Top Conversion Paths

• Conversions>Multi-Channel Funnels>Top Conversion Paths

Assisted Conversions

• Conversions>Multi-Channel Funnels>Assisted Conversions

Value of Your Social Media Activity

• Traffic Sources>Social>Overview

Social Trackbacks: Who’s Linking to You?

• Traffic Sources>Social>Trackbacks

Audience>Visitors Flow

Visitor Movement Through Your Site

Primary Navigation Path Details

Real-Time Events & Widgets

• Overview of real-time activity on site

• Traffic Sources

• Location of Visitor

• Content Visited

• Events & Conversions Currently in Beta

Real-Time Report: Overview

Real-Time: Visitor Location Data

Real-Time: Traffic Source Data

Real-Time: Site Content Viewed

Key Takeaways

• Conversion funnels help identify drop-off points in your sign-up/checkout process

• Mobile & Tablet site visits are on the rise – make sure your content is mobile friendly

• Understand how your different marketing efforts are working together with multi-channel funnels

• Real Time Analytics – Fun to watch, but avoid knee jerk decisions based on small data sets

• Presentation available online at http://www.slideshare.net/SearchSmartMarketing

Thank You!

Kate Hamilton-Miller khamilton@isearchsmart.com @KateHMiller Questions or Suggest A Topic: Use #SSMGA

Search Smart Marketing

www.isearchsmart.com @iSearchSmart

Facebook.com/SearchSmartMarketing