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Google Analytics for Small BusinessPresented by: Keidra Chaney
Web Analytics: Why Should You Care
• You can evaluate the effective of online advertising, e-mail newsletters and other marketing efforts
• You’ll find out what people like and don’t like about your website
• You’ll get into the heads of your visitors as they visit your site
• You can improve your website’s design and content for your audience
Google Analytics Key Terms
• Visitor: An individual user of your site
• Visit/Session: Time from when a visitor enters and leaves your website
• Pageviews: Every time a visitor views a web page on a site
• Site Referrer: External web page that brought visitor to you
• Conversion: When a visitor completes an action (buys a product, subscribes to newsletter)
• Bounce Rate: Percentage of visitors that exit after only viewing one page of a website
Avoid Data Overload!
Identify the key metrics that tell your how your site is performing against your set goals.
• Top Key Phrases from search engines
• Top Referring Websites
• Site Content Popularity
• Site Bounce Rate
Top
Key
Phrases from search engines Find in “search” subcategory in “Traffic
Sources”
Top
Referring
Websites
Find in
Sources
>
Referrals in
“Traffic
Sources”
Site Bounce Rate
Analytics and Adwords• Google Analytics and Google AdWords are made to be used
together. But NOT the same product!
• AdWords helps advertisers measure ad performance
• Analytics helps you understand what happens to traffic when it gets to your site.
• ProTip: Analyze website factors (bounce rate, pages per visit, conversion rate along with ad content factors (keyword performance, ad copy, ad groups, etc.)
Analytics and Adwords• Use Adwords to identify and increase search marketing
keywords that lead to conversation (here’s how to link your accounts goo.gl/cVuK4)
• Use URL Builder to tag e-mail campaigns to increase the effectiveness of your e-mails (here’s a list of best practices for tagging e-mails: goo.gl/CNKFu)
Tools and ResourcesGoogle Analytics Education (Videos and more):
goo.gl/mGpDG
Google Analytics Support:
goo.gl/dKOkS
Google Analytics Blog:
goo.gl/fQDWC
Google Analytics Reporting Tools (Excel PlugIns and more):
goo.gl/zzA66
Google Analytics URL Builder
goo.gl/MB6zX
