Intro to Google Analytics Western Mass Coaches Alliance Apr 14, 2015 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 I Am derek allard Website designer / developer Internet marketing Website optimization Maximizing return on investment 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
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 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
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
Set Up Goals Under ADMIN tab in Google Analytics Create new goal Define correct type of goal tunnel 7 Design Marketing Optimization
Set Up Goals 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
What are your top 3 goals?
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
There are over 100 reports. Do NOT focus on all of them. Identify those that help you.
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
Audience: Users Flow Interactive chart showing how users are navigating Can show segments (mobile, geo location, etc.) Action: Are users hitting key pages in goal path? 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: Who are our best traffic sources? Our worst? 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: 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: Experiments Great way to test pages against each other Often used in continual improvement Will track which variation produces better results Action: How do we build more effective messaging / layouts? 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
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: 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 Action: How can we streamline goal paths? 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 Action: How can we streamline goal paths? 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
Tips & Tricks Reports can be automatically emailed / added to custom dashboards Enable enhanced link attribution and demographics 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 tunnel 7 Design Marketing Optimization
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