Intro to Google Analytics MSBDC - April 25, 2016
Overview Introductions Why Google Analytics? Setting Up & Defining Goals Overview of Reports Tips & Tricks
Who Are You? Do you use Google Analytics? What has your experience been?
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
Overview Introductions Why Google Analytics? Setting Up & Defining Goals Overview of Reports Tips & Tricks
Overview Introductions Why Google Analytics? Setting Up & Defining Goals Overview of Reports Tips & Tricks
All analytical data is useless until you take action on it (Never forget this)
Why Google Analytics?
A Few Reasons Industry standard Easy to use Free!
Analytics Can Help... Think about goals Track results Save money on marketing campaigns Better understand your visitors Constantly improve your website
Setting Up & Defining Goals
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
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
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
Set Up Goals Under ADMIN tab in Google Analytics Create new goal Define correct type of goal Define goal funnel
Under ADMIN tab in Google Analytics Create new goal Define correct type of goal
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
Write down the top 3 goals for your website
Overview of Reports
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
Have a question you want to answer before viewing data
Audience: Overview Number of visits and pageviews Bounce rate Average time on site Percent of new visits Action: Are we engaging our users effectively?
Set Up Go to http://google.com/analytics Sign up Install tracking code to ALL pages of your website
Audience: Location Can see quality of traffic from different locations Drill down to state level Action: Are you hitting the right geographic audience?
Audience: Location Are you hitting the right geographic audience? Can see quality of traffic from different locations Drill down to state level
Audience: Mobile Shows percentage of mobile visitors Mobile has changed how websites are built Action: Are we focusing on how users visit us?
Audience: Mobile Shows percentage of mobile visitors Mobile has changed how websites are built Are you delivering the correct experience?
Acquistion: Overview Search engine traffic Referral traffic Direct traffic Marketing campaign traffic Action: Do we have a good mix of sources?
Acquistion: Overview Search engine traffic Referral traffic Direct traffic Marketing campaign traffic Action: Do we have a good mix of sources?
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 our best traffic sources?
Traffic Sources: All Find your best traffic sources Analyze quality of users from each source Look critically at any paid ads you run
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?
Acquisition: Campaigns Are you getting a return on your advertising? Google Adwords Email marketing Banner advertising Action: What advertising is working? What isn t?
Acquisition: Social Reports on social media driven traffic / conversions Facebook Twitter LinkedIn Action: How effective are social media efforts?
Acquisition: Campaigns Are you getting a return on your advertising? Google Adwords Email marketing Banner advertising Action: What advertising is working? What isn t?
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?
Behavior: All Pages Most popular pages Number of pageviews Time on page Entrance / bounce rates per page Action: Are some pages turning people off?
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
Content: All Pages Most popular pages Number of pageviews Time on page Entrance / bounce rates per page
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?
Content: In-Page Visual way of seeing where users go Overlays click percentages over existing website Quickly see most popular pages 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?
Conversions: Goals Overview How many users are completing goals? What percentage of users are completing goals? Action: How well is the website performing?
Conversions: Funnel Visualization See where visitors fall off a defined goal path Then focus on improving conversion rate
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
Write down the reports that will help you track your goals
Dashboards Useful once you have identified key reports Able to see snapshot of important data at a glance
Dashboards have capture in next slide Say something smart about it here
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)
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
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 Design Marketing Optimization
Let s review your Google Analytics account (Volunteer(s)?)
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