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Overview
Introductions Why Google Analytics? Setting Up & Defining Goals Overview of Reports Tips & Tricks
Intro to Google Analytics Western Mass Coaches Alliance Apr 14, - - PowerPoint PPT Presentation
Intro to Google Analytics Western Mass Coaches Alliance Apr 14, - - PowerPoint PPT Presentation
Intro to Google Analytics Western Mass Coaches Alliance Apr 14, 2015 tunnel 7 Design Marketing Optimization Overview Introductions Why Google Analytics? Setting Up & Defining Goals Overview of Reports Tips & Tricks tunnel 7
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Who I Am
derek allard Website designer / developer Internet marketing Website optimization Maximizing return on investment
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Who Are You?
Do you use Google Analytics? What has your experience been?
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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
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Why Google Analytics?
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A Few Reasons
Industry standard Easy to use Free!
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Analytics Can Help...
Think about goals Track results Save money on marketing campaigns Better understand your visitors Constantly improve your website
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Setting Up & Defining Goals
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Set Up
Go to http://google.com/analytics Sign up Install tracking code to ALL pages of your website
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Set Up
Go to http://google.com/analytics Sign up Install tracking code to ALL pages of your website
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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
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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
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Set Up Goals
Under ADMIN tab in Google Analytics Create new goal Define correct type of goal Define goal funnel
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Set Up Goals
Under ADMIN tab in Google Analytics Create new goal Define correct type of goal
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Set Up Goals
Under ADMIN tab in Google Analytics Create new goal Define correct type of goal
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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
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What are your top 3 goals?
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Overview of Reports
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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
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There are over 100 reports. Do NOT focus on all of them. Identify those that help you.
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Audience: Overview
Number of visits and pageviews Bounce rate Average time on site Percent of new visits Action: Are we engaging our users effectively?
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Set Up
Go to http://google.com/analytics Sign up Install tracking code to ALL pages of your website
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Audience: Location
Can see quality of traffic from different locations Drill down to state level Action: Are you hitting the right geographic audience?
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Audience: Location
Are you hitting the right geographic audience? Can see quality of traffic from different locations Drill down to state level
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Audience: Mobile
Shows percentage of mobile visitors Mobile has changed how websites are built Action: Are we focusing on how users visit us?
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Audience: Mobile
Shows percentage of mobile visitors Mobile has changed how websites are built Are you delivering the correct experience?
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Audience: Users Flow
Interactive chart showing how users are navigating Can show segments (mobile, geo location, etc.) Action: Are users hitting key pages in goal path?
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Audience: Mobile
Shows percentage of mobile visitors Mobile has changed how websites are built Are you delivering the correct experience?
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Acquistion: Overview
Search engine traffic Referral traffic Direct traffic Marketing campaign traffic Action: Do we have a good mix of sources?
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Acquistion: Overview
Search engine traffic Referral traffic Direct traffic Marketing campaign traffic Action: Do we have a good mix of sources?
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Acquisition: All Traffic
Find your best traffic sources Analyze quality of users from each source Look critically at any paid ads you run Action: Who are our best traffic sources? Our worst?
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Acquisition: Campaigns
Are you getting a return on your advertising? Google Adwords Email marketing Banner advertising Action: What advertising is working? What isn’t?
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Acquisition: Social
Reports on social media driven traffic / conversions Facebook Twitter LinkedIn Action: How effective are social media efforts?
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Acquisition: Campaigns
Are you getting a return on your advertising? Google Adwords Email marketing Banner advertising Action: What advertising is working? What isn’t?
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Behavior: All Pages
Most popular pages Number of pageviews Time on page Entrance / bounce rates per page Action: Are some pages turning people off?
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Behavior: All Pages
Most popular pages Number of pageviews Time on page Entrance / bounce rates per page Action: Are some pages turning people off?
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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
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Content: All Pages
Most popular pages Number of pageviews Time on page Entrance / bounce rates per page
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Behavior: Experiments
Great way to test pages against each other Often used in continual improvement Will track which variation produces better results Action: How do we build more effective messaging / layouts?
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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?
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Content: In-Page
Visual way of seeing where users go Overlays click percentages over existing website Quickly see most popular pages
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Content: In-Page
Visual way of seeing where users go Overlays click percentages over existing website Quickly see most popular pages
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Conversions: Goals Overview
How many users are completing goals? What percentage of users are completing goals? Action: How well is the website performing?
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Conversions:Goals Overview
How many users are completing goals? What percentage of users are completing goals? Action: How well is the website performing?
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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 Action: How can we streamline goal paths?
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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 Action: How can we streamline goal paths?
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Conversions: Funnel Visualization
See where visitors fall off a defined goal path Then focus on improving conversion rate
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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
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Tips & Tricks
Reports can be automatically emailed / added to custom dashboards Enable enhanced link attribution and demographics 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)
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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
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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
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