Intro to Google Analytics MSBDC - April 25, 2016 tunnel 7 Design - PowerPoint PPT Presentation

Intro to Google Analytics MSBDC - April 25, 2016 tunnel 7 Design Marketing Optimization

Overview Introductions Why Google Analytics? Setting Up & Defining Goals Overview of Reports Tips & Tricks tunnel 7 Design Marketing Optimization

Who Are You? Do you use Google Analytics? What has your experience been? tunnel 7 Design Marketing Optimization

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 tunnel 7 Design Marketing Optimization

Overview Introductions Why Google Analytics? Setting Up & Defining Goals Overview of Reports Tips & Tricks tunnel 7 Design Marketing Optimization

Overview Introductions Why Google Analytics? Setting Up & Defining Goals Overview of Reports Tips & Tricks tunnel 7 Design Marketing Optimization

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! tunnel 7 Design Marketing Optimization

Analytics Can Help... Think about goals Track results Save money on marketing campaigns Better understand your visitors Constantly improve your website tunnel 7 Design Marketing Optimization

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 tunnel 7 Design Marketing Optimization

tunnel 7 Design Marketing Optimization

tunnel 7 Design Marketing Optimization

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 tunnel 7 Design Marketing Optimization

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 tunnel 7 Design Marketing Optimization

Set Up Goals Under ADMIN tab in Google Analytics Create new goal Define correct type of goal Define goal funnel tunnel 7 Design Marketing Optimization

Under ADMIN tab in Google Analytics Create new goal Define correct type of goal tunnel 7 Design Marketing Optimization

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 tunnel 7 Design Marketing Optimization

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 tunnel 7 Design Marketing Optimization

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? tunnel 7 Design Marketing Optimization

Set Up Go to http://google.com/analytics Sign up Install tracking code to ALL pages of your website tunnel 7 Design Marketing Optimization

Audience: Location Can see quality of traffic from different locations Drill down to state level Action: Are you hitting the right geographic audience? tunnel 7 Design Marketing Optimization

Audience: Location Are you hitting the right geographic audience? Can see quality of traffic from different locations Drill down to state level tunnel 7 Design Marketing Optimization

Audience: Mobile Shows percentage of mobile visitors Mobile has changed how websites are built Action: Are we focusing on how users visit us? tunnel 7 Design Marketing Optimization

Audience: Mobile Shows percentage of mobile visitors Mobile has changed how websites are built Are you delivering the correct experience? tunnel 7 Design Marketing Optimization

Acquistion: Overview Search engine traffic Referral traffic Direct traffic Marketing campaign traffic Action: Do we have a good mix of sources? tunnel 7 Design Marketing Optimization

Acquistion: Overview Search engine traffic Referral traffic Direct traffic Marketing campaign traffic Action: Do we have a good mix of sources? tunnel 7 Design Marketing Optimization

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? tunnel 7 Design Marketing Optimization

Traffic Sources: All Find your best traffic sources Analyze quality of users from each source Look critically at any paid ads you run tunnel 7 Design Marketing Optimization

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? tunnel 7 Design Marketing Optimization

Acquisition: Campaigns Are you getting a return on your advertising? Google Adwords Email marketing Banner advertising Action: What advertising is working? What isn’t? tunnel 7 Design Marketing Optimization

Acquisition: Social Reports on social media driven traffic / conversions Facebook Twitter LinkedIn Action: How effective are social media efforts? tunnel 7 Design Marketing Optimization

Acquisition: Campaigns Are you getting a return on your advertising? Google Adwords Email marketing Banner advertising Action: What advertising is working? What isn’t? tunnel 7 Design Marketing Optimization

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? tunnel 7 Design Marketing Optimization

Behavior: All Pages Most popular pages Number of pageviews Time on page Entrance / bounce rates per page Action: Are some pages turning people off? tunnel 7 Design Marketing Optimization

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 tunnel 7 Design Marketing Optimization

Content: All Pages Most popular pages Number of pageviews Time on page Entrance / bounce rates per page tunnel 7 Design Marketing Optimization

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? tunnel 7 Design Marketing Optimization

Content: In-Page Visual way of seeing where users go Overlays click percentages over existing website Quickly see most popular pages tunnel 7 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? tunnel 7 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? tunnel 7 Design Marketing Optimization

Conversions: Funnel Visualization See where visitors fall off a defined goal path Then focus on improving conversion rate tunnel 7 Design Marketing Optimization

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 tunnel 7 Design Marketing Optimization

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 tunnel 7 Design Marketing Optimization

Dashboards have capture in next slide Say something smart about it here tunnel 7 Design Marketing Optimization

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) tunnel 7 Design Marketing Optimization

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 tunnel 7 Design Marketing Optimization

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 tunnel 7 Design Marketing Optimization

Let’s review your Google Analytics account (Volunteer(s)?)