Google Analytics Basics. John Sammon CEO, Sixth City Marketing

Transcription

1 Google Analytics Basics John Sammon CEO, Sixth City Marketing

2 About Sixth City Marketing Advertising agency specializing in internet marketing Mission is to help client s achieve their marketing goals through online marketing campaigns Search Engine Optimization Pay Per Click Marketing Social Media Marketing Web Design & Development Web Design for Conversion Video Production

3 Showing Value to the Boss Value to company = how much you either save or make it

4 Goals of Webinar Review basics of Google Analytics Hyper focused on key metrics that matter the most the bottom line or your own marketing goals Be able to read baseline metrics and present those to the powers that be Establish how you are doing and then help you take next steps to improve

5 About Google Analytics Industry standard for website metrics Shows you how people found your site, how they explored it, and how you can enhance their visitor experience With this information, you can improve your website return on investment, increase conversions, and make more money on the web Absolutely free to install on your website (entire website or sections of website) Provides endless data

6 Key Screen 1: Audience - Overview

7 Key Metrics Sessions - The total number of people coming to your website in a period of time. Formerly referred to as visitors Users - the number of unique people coming to your website in a period of time. Formerly referred to as unique visitors Pageviews - Total number of pages viewed on your site. Bounce rate - Bounce rate is the percentage of single-page sessions (i.e. instances in which the person left your site after viewing only one page). Can be an indication that a page in not relevant to the visitor Time on site - Time on site is one way of measuring visit quality. If visitors spend a long time visiting your site, they may be interacting extensively with it.

8 Goals or Conversions These are milestones that you can define in Google Analytics to chart successes. These are not defined in analytics by default. Examples If a user spends a certain amount of time on your website If a user views over X pages on your website Website form submissions Plays a video/.pdf download

9 Goals or Conversions

10 Google Analytics Channels

11 Channels Direct - Visitors typing in your URL or any page of your URL to visit your website Organic search Visitors searching for terms on Google, Bing or Yahoo and clicking on the non-paid or natural listings. These are listings that do not have the ad icon to the left of it Social Visitors coming to your website from popular social websites such as Facebook, Linkedin, Twitter, Pinterest and Youtube. Paid- Visitors coming to your website from pay per click advertising channels. These can be Google AdWords, paid Facebook and paid Linkedin Referral- People visiting your website from other websites that are not social media channels and major search engines

12 Key Reporting Data A core component of our reporting - highlighting changes in: Overall traffic (year over year or month over month) Traffic for key online marketing channels (i.e. direct, social, organic, paid) Conversions (i.e. online form submissions and sales)

13 Highlighting Changes

14 Goals or Conversions Critical to dissecting the effectiveness of what we are trying to achieve. Once it is set up, you can view the: Most effective channels Best performing landing pages Identify deficiencies in pages Be more critical of campaign performance

15 Other Critical Key Views Behavior Site Content All Pages Behavior Site Content Landing Pages Review performance of landing pages which includes goals/conversions Audience Geo - Location Audience Mobile - Devices

16 Free Strategy Session Because of your participation, we would like to offer you a online marketing strategy session for your site In that we provide: Review of website analytics Search engine optimization key terms Make recommendations on improvements (quick win impact) Contact John Sammon at or john@sixthcitymarketing.com

17 Questions? Please use the chat feature of join.me or me your question at