How to Get Started! With. Moderated by

Transcription

1 Basic Google Analy cs 101 for Auto Dealers: How to Get Started! With Glenn Pasch, COO of PCG Digital Marke ng Moderated by Mike Bowers, Execu ve Editor of DealersEdge

2 Glenn Pasch, COO PCG Digital Marke ng Glenn Pasch is the COO of PCG Digital Marke ng. He has more than 20 years of experience in training and managing individuals. He has worked in the direct marke ng industry, including hands-on sales training, project management, as well as organiza onal development and performance consultant services. He has a proven track record of leading diverse teams of professionals to new levels of achievement in a variety of highly compe ve markets and fast paced environments. In addi on, he personally coached thousands of front line sales and customer service agents as well hundreds of management personnel. He con nues to author ar cles for industry publica ons as well as con nuing his successful Side by Side Coach Blog. He is a speaker whose energe c, straight forward style of coaching and training connects with audiences and leaves them with tangible tools they can u lize immediately. Glenn Pasch is a member of SOCAP, ATA, ICF and The American Society for Training and Development as well as a member of the Board of Directors for the NY Metro Chapter of the ATA

3 Presented by: Glenn Pasch CEO PCG

4 If it is to be, it s up to me. Jackie B. Cooper as quoted in The Prosperity Equation by Jim Ziegler

5 The Zero Moment of Truth

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8 Who Get s The Credit?

9 Basics of Google Analy=cs How to set up Google Analytics (or get shared access from your website provider) Basic Terminology What are Unique Visitors, Page Views, Bounce Rate Interface Overview What is the timeline, how to compare dates & values What are "Goals"? Scheduling a Report Warning Signs in the Data Learn and Implement Testing & changes for Improvement

10 How to set up Google Analy=cs Google Analytics lets you measure your advertising ROI as well as track your Flash, video, and social networking sites and applications. Go to: Sign up with the address you use for all your other Google accounts, Webmaster Tools, Places, AdWords, etc.

11 How to set up Google Analy=cs

12 Crea=ng an Account

13 SeBng up a new account AnyNameYouWant

14 Your last name First Name

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16 Copy the code & give to web team Wait hours before statistics start to compile Best to compare data Year over Year!

17 Dashboard Lets take a look at these Terms

18 Google Analy=cs Common Terms Visits: A visit to your site is when the Google Analytics tracking code is triggered on a user s entrance to the site. Pageviews: # of pages viewed by the visitors. Bounce Rate: % of visitors that view one web page and leave the site.

19 Visitors Overview

20 Traffic Sources Dashboard

21 Comparing Dates

22 What are "Goals"? Goal conversions are the primary metric for measuring how well your site fulfills business objectives. A goal is a website page which a visitor reaches once they have completed a desired action, in our case, a Form Submission. How can goals help me? Once set, you'll see conversion rates and where traffic came from for that conversion You can also define a "funnel path" for each goal. A funnel path is the path you want visitors to take to reach a goal. Defining a funnel path allows you to monitor how frequently visitors who begin a conversion process actually complete it.

23 Goal Analysis Reports

24 Scheduling a Report

25 Scheduling a Report Weekly or Monthly reports are best Try not to focus on the daily numbers as they may not show great enough change to take action

26 Warning Signs in the Data Watch out for High Bounce Rates! But be sure you know what you re looking at Bounce rates should be below 20% on traffic coming from Searchers using your Company Name to get to your site Bounce rates will be higher on keywords that do not directly match the products or terms in the way you relate to them: IE A Honda dealer may have a VERY HIGH Bounce rate on a Buick keyword.

27 Learn & Implement Tes=ng A high bounce rate indicates Visitors did not like what they first say TEST a new layout for the page or update your design

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29 Presented by: Glenn Pasch CEO PCG Digital Marketing