SLIDE 1
tunnel 7
Design Marketing Optimization
tunnel 7
Design Marketing Optimization
Overview
Introductions Why Google Analytics? Setting Up & Defining Goals Overview of Reports Tips & Tricks
Intro to Google Analytics MSBDC - April 25, 2016 tunnel 7 Design - - PowerPoint PPT Presentation
Intro to Google Analytics MSBDC - April 25, 2016 tunnel 7 Design - - PowerPoint PPT Presentation
Intro to Google Analytics MSBDC - April 25, 2016 tunnel 7 Design Marketing Optimization Overview Introductions Why Google Analytics? Setting Up & Defining Goals Overview of Reports Tips & Tricks tunnel 7 Design Marketing
SLIDE 2
SLIDE 3
tunnel 7
Design Marketing Optimization
Who Are You?
Do you use Google Analytics? What has your experience been?
SLIDE 4
tunnel 7
Design Marketing Optimization
This Will Help You ...
Set up Google Analytics Define clear goals for your website Better understand various reports Make actionable tasks to improve your website
SLIDE 5
tunnel 7
Design Marketing Optimization
Overview
Introductions Why Google Analytics? Setting Up & Defining Goals Overview of Reports Tips & Tricks
SLIDE 6
tunnel 7
Design Marketing Optimization
Overview
Introductions Why Google Analytics? Setting Up & Defining Goals Overview of Reports Tips & Tricks
SLIDE 7
All analytical data is useless until you take action on it (Never forget this)
SLIDE 8
Why Google Analytics?
SLIDE 9
tunnel 7
Design Marketing Optimization
A Few Reasons
Industry standard Easy to use Free!
SLIDE 10
tunnel 7
Design Marketing Optimization
Analytics Can Help...
Think about goals Track results Save money on marketing campaigns Better understand your visitors Constantly improve your website
SLIDE 11
Setting Up & Defining Goals
SLIDE 12
tunnel 7
Design Marketing Optimization
Set Up
Go to http://google.com/analytics Sign up Install tracking code to ALL pages of your website Activate Enhanced Link Attribution and Demographic Reports in property settings
SLIDE 13
tunnel 7
Design Marketing Optimization
SLIDE 14
tunnel 7
Design Marketing Optimization
SLIDE 15
tunnel 7
Design Marketing Optimization
Think Goals
Goals allow you to monitor your website’s success and failure Examples of goals Sign up / lead generation form Report download / checkout thank you Placing an order
SLIDE 16
tunnel 7
Design Marketing Optimization
Defining Goals
Ask yourself: What do I want my visitors to do on my website? Tend to be action oriented Keep yourself focused on no more than 3 goals
SLIDE 17
tunnel 7
Design Marketing Optimization
Set Up Goals
Under ADMIN tab in Google Analytics Create new goal Define correct type of goal Define goal funnel
SLIDE 18
tunnel 7
Design Marketing Optimization
Under ADMIN tab in Google Analytics Create new goal Define correct type of goal
SLIDE 19
tunnel 7
Design Marketing Optimization
Limit Goals to 3
Website visitors have limited attention span Average time on a website is about 2 minutes Keep users focused by keeping yourself focused Goals = high priority items
SLIDE 20
Write down the top 3 goals for your website
SLIDE 21
Overview of Reports
SLIDE 22
tunnel 7
Design Marketing Optimization
Main Categories
Audience - Geography, time on site, mobile or desktop Acquisition - Where users come from Behavior - Page popularity, experiments, flow & in-page Conversions - Tracking goals
SLIDE 23
Have a question you want to answer before viewing data
SLIDE 24
tunnel 7
Design Marketing Optimization
Audience: Overview
Number of visits and pageviews Bounce rate Average time on site Percent of new visits Action: Are we engaging our users effectively?
SLIDE 25
tunnel 7
Design Marketing Optimization
Set Up
Go to http://google.com/analytics Sign up Install tracking code to ALL pages of your website
SLIDE 26
tunnel 7
Design Marketing Optimization
Audience: Location
Can see quality of traffic from different locations Drill down to state level Action: Are you hitting the right geographic audience?
SLIDE 27
tunnel 7
Design Marketing Optimization
Audience: Location
Are you hitting the right geographic audience? Can see quality of traffic from different locations Drill down to state level
SLIDE 28
tunnel 7
Design Marketing Optimization
Audience: Mobile
Shows percentage of mobile visitors Mobile has changed how websites are built Action: Are we focusing on how users visit us?
SLIDE 29
tunnel 7
Design Marketing Optimization
Audience: Mobile
Shows percentage of mobile visitors Mobile has changed how websites are built Are you delivering the correct experience?
SLIDE 30
tunnel 7
Design Marketing Optimization
Acquistion: Overview
Search engine traffic Referral traffic Direct traffic Marketing campaign traffic Action: Do we have a good mix of sources?
SLIDE 31
tunnel 7
Design Marketing Optimization
Acquistion: Overview
Search engine traffic Referral traffic Direct traffic Marketing campaign traffic Action: Do we have a good mix of sources?
SLIDE 32
tunnel 7
Design Marketing Optimization
Acquisition: All Traffic
Find your best traffic sources Analyze quality of users from each source Look critically at any paid ads you run Action: What can we do to encourage more users from
- ur best traffic sources?
SLIDE 33
tunnel 7
Design Marketing Optimization
Traffic Sources: All
Find your best traffic sources Analyze quality of users from each source Look critically at any paid ads you run
SLIDE 34
tunnel 7
Design Marketing Optimization
Acquisition: Campaigns
Are you getting a return on your advertising? Google Adwords Email marketing Banner advertising Action: Can we do more marketing with what is working? Can we eliminate under performers?
SLIDE 35
tunnel 7
Design Marketing Optimization
Acquisition: Campaigns
Are you getting a return on your advertising? Google Adwords Email marketing Banner advertising Action: What advertising is working? What isn’t?
SLIDE 36
tunnel 7
Design Marketing Optimization
Acquisition: Social
Reports on social media driven traffic / conversions Facebook Twitter LinkedIn Action: How effective are social media efforts?
SLIDE 37
tunnel 7
Design Marketing Optimization
Acquisition: Campaigns
Are you getting a return on your advertising? Google Adwords Email marketing Banner advertising Action: What advertising is working? What isn’t?
SLIDE 38
tunnel 7
Design Marketing Optimization
Behavior: All Pages
Most popular pages Number of pageviews Time on page Entrance / bounce rates per page Action: What do are users use the most? Are some pages turning people off?
SLIDE 39
tunnel 7
Design Marketing Optimization
Behavior: All Pages
Most popular pages Number of pageviews Time on page Entrance / bounce rates per page Action: Are some pages turning people off?
SLIDE 40
tunnel 7
Design Marketing Optimization
Behavior: Page Timings
Checks average load times of each page Identifies any slow loading pages over time Action: Points to where technical issues may exist
SLIDE 41
tunnel 7
Design Marketing Optimization
Content: All Pages
Most popular pages Number of pageviews Time on page Entrance / bounce rates per page
SLIDE 42
tunnel 7
Design Marketing Optimization
Behavior: In-Page
Visual way of seeing where users go Overlays click percentages over existing website Quickly see most popular pages Action: Where do people go on each page?
SLIDE 43
tunnel 7
Design Marketing Optimization
Content: In-Page
Visual way of seeing where users go Overlays click percentages over existing website Quickly see most popular pages
SLIDE 44
tunnel 7
Design Marketing Optimization
Conversions: Goals Overview
How many users are completing goals? What percentage of users are completing goals? Action: How well is the website performing?
SLIDE 45
tunnel 7
Design Marketing Optimization
Conversions: Goals Overview
How many users are completing goals? What percentage of users are completing goals? Action: How well is the website performing?
SLIDE 46
tunnel 7
Design Marketing Optimization
Conversions: Funnel Visualization
See where visitors fall off a defined goal path Then focus on improving conversion rate
SLIDE 47
tunnel 7
Design Marketing Optimization
Conversions:Reverse Goal Path
Looks backwards from goal to see how users arrived Can find common patterns of success Then focus on getting users to common paths
SLIDE 48
Write down the reports that will help you track your goals
SLIDE 49
tunnel 7
Design Marketing Optimization
Dashboards
Useful once you have identified key reports Able to see snapshot of important data at a glance
SLIDE 50
tunnel 7
Design Marketing Optimization
Dashboards
have capture in next slide Say something smart about it here
SLIDE 51
tunnel 7
Design Marketing Optimization
Tips & Tricks
Reports can be automatically emailed / added to custom dashboards Custom segments can be added (mobile, etc.) Compare timeframes to see improvements / set annotations when changes happen Apply monetary values to your goals Review on a regular basis (or else it’s just a tool)
SLIDE 52
tunnel 7
Design Marketing Optimization
Takeaways
All websites have room for improvement - Google Analytics will show the way Set up goals to more accurately (and easily) track successes and failures Focus only on those reports that are relevant to your website Make data actionable to improve your site
SLIDE 53
tunnel 7
Design Marketing Optimization
Thank You
All websites have room for improvement - Google Analytics will show the way Set up goals to more accurately (and easily) track successes and failures Focus only on those reports that are relevant to your website
SLIDE 54
Let’s review your Google Analytics account (Volunteer(s)?)
SLIDE 55