google analytics 101 - francis skipper
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Google Analytics 101
Francis SkipperVP of Digital Marketing
617-259-1605
francis@451marketing.com
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com
#451Webinar
Launched in 2005
Used by 55.8% of All Sites
New!
Market Share
4.1% 5.4%
81.5%
Free* service offered by Google that generates detailed statistics about the visitors to a website
Free:• Up to 50 Profiles• Less than 5MM page views
Google Analytics is implemented by the Google Analytics Tracking Code (GATC). This piece of JavaScript JavaScript code is added by the user onto every page of his or her website.
GA Dashboard
Getting StartedSetting Up Your Account
Creating An Account
Creating An Account
Creating An Account
Set Up Your Tracking Code
Set Up Your Tracking Code
Set Up Your Tracking Code
Set Up Your Tracking Code
Within header or footer –all pages on site
Getting StartedWhat Can I Measure?
Total Traffic
Total Traffic
AdWords/Ecommerce
Referrals
Referrals
Branded & Non-branded Keyword Referrals
Time on Site
Page Views
Geography
Geography
Visitors Flow
Content Experiments
Goalsaka Conversions
Destination
Visits that lasts a specific amount of time or longer. You could use this Goal to determine how many visitors stay longer than two minutes on a shopping page or screen.
Visit Duration
A visitor views a specific number of pages or screens in a visit. Use this type of goal when you want to track the visitors that view a minimum of 3 pages, for example.
Pages/Visit
Events
Reports
Setting the Active Date RangeUse the calendar to set your active date range
Setting Comparison Date RangeUse the calendar to compare date ranges
Setting Comparison Date Range
Graphing by Day, Week, and MonthChange the “Graph by” selection to display data by day, week, or month
Attach NotesYou can attach notes to specific dates
MetricsA metric is a measurement
Graphing a MetricClick a metric in the scorecard to graph it
Graphing Two MetricsYou can also compare two metrics over time
Graphing Two Metrics
Site Usage, Goal Set, and Ecommerce TabsUse tabs to toggle between different kind of metrics
DimensionsDimensions describe attributes:• City or region where visit originated• Source that referred visit – like Google• Browser Used for Visit
Dimensions and Report Tables
Dimensions and Report Tables
Multi-Channel Funnels
Multi-Channel Funnels
Top Conversion Paths
Social ValueSocial Value
• Free!• Used to track business metrics
• overall traffic, referrals, and trends• Compare over time• Set up goals• Tracks Social • Use with ecommerce and AdWords
Questions?
Integrated Communications Campaigns
The experienced team at 451 Marketing specializes in integrating public relations, social media, and search marketing tactics into dynamic communications campaigns. We work with brands to build awareness, engage customers, and drive business using custom, integrated communications campaigns.
– Founded in 2004
– 30 Communications Professionals Based in Boston
– Partners Nicholas Lowe, AJ Gerritson, and Tom Lee
– Named a 2011 & 2012
Francis SkipperVP of Digital Marketing
617-259-1605
francis@451marketing.com
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com
Google Analytics 101
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