5 Impactful Things You Can Do In Google #CarnegieConf

Transcription

1 5 Impactful Things You Can Do In Google Analytics

2 What will we cover? Events and Goal Tracking UTM Parameters Traffic Channels Understanding Audience Data Studio

3 What are sessions? Groups of interactions one user takes within a given time frame on your website

4 When does a session end? After 30 minutes of user inactivity At midnight Campaign change Session cannot be less than one minute or greater than 4 hours

5 What can Google Analytics tell you?

6 Who is on my site right now? What are they looking at? Where did they come from?

7 Who came to my site? Where are they from? What s their age range? What s their gender?

8 How did they find my site? Search engine Website referral Campaign Direct

9 What did they look at? What content/page? Where did they enter and leave? What did they search for?

10 Were they successful? Did they complete a goal? Did they convert? If not, where did they drop off?

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12 What s an event in Google Analytics? An event refers to a type of user interaction on your website. Time on site Number of pages viewed Specific content viewed on site Button or text link clicks

13 What s a goal in Google Analytics? A series of events you string together to define a conversion. Campus visit registrations Event registrations Request for information Beginning the application process Alumni engagement via online giving form

14 Events are the micro moments

15 Goals string those micro moments together MICRO MOMENT 1: + MICRO MOMENT 2: + MICRO MOMENT 3: Click on Learn more about our graduate programs button Click on Learn more about our MBA programs text link View part-time MBA page = GOAL

16 Why set goals in Google Analytics? Without clearly defined goals, it s difficult to measure the value of website interactions. Goals also help you define the actions you want users to take on your site and determine the success or failure of visitor behavior.

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18 What are UTM parameters? UTM parameters are used to track campaign traffic.

19 Wait, what does UTM stand for? Urchin Tracking Module

20 What are UTM codes? Source: Where is the traffic coming from? Medium: How is my traffic coming to me? Campaign: Why is the traffic coming to me?

21 UTM naming conventions

22 When you string these codes together, they tell the story of how traffic is coming to you!

23 Google Analytics UTM Builder

24 Where can you use UTM links? Paid search Social posts Text links Press releases Banner ads E-newsletters QR code links used in print or direct mail

25 Why use UTM links? To make smarter marketing decisions!

26 Understand what campaigns are working best

27 Understand what campaigns are not working

28 Use this knowledge to pivot your strategy

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30 See how different traffic channels are performing

31 Traffic from all channels

32 Organic traffic

33 Organic traffic destination page

34 Social traffic

35 Social traffic destination page

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37 First, be sure to enable demographics and interest reports

38 What can you learn about your audience? Age Gender Interests Geography What day they visited What page they landed on first What kind of device they used to visit the site

39 You can drill down two layers deep in the data

40 Age

41 Gender

42 Affinity

43 Geography

44 Landing page

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46 Data Studio report

47 Why Data Studio? Easily visualize data Easily share link or PDF with stakeholders (no need to log in to Google Analytics) Data Studio slated to replace reports feature in Google Analytics

48 What kind of data can you pull in? In addition to pulling in data from Google Analytics, you can use third-party tools to pull in other data too, such as social media data.

49 Common Google Analytics mistakes

50 Mistake 1 Not using or checking Google Analytics

51 Mistake 2 Not filtering out internal sessions

52 Mistake 3 Not setting up goal tracking

53 Mistake 4 Not enabling demographics and interest data

54 Mistake 5 Not setting up subdomain tracking to avoid self-referral traffic

55 Mistake 6 Not implementing Google Analytics through Google Tag Manager

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