getting the most out of google analytics
DESCRIPTION
You can’t manage what you can’t measure, and this session on Google Analytics opens up the world of data about your website. Understand how Google Analytics works, as well as what you can learn from it and how to interpret the data and put it to use to build actionable plans that deliver results to your bottom line.TRANSCRIPT
Getting the Most Out of Google AnalyticsGoogle Analytics
Sanger & Eby31 August 2011
About Sanger & Eby
• Strategic design & technology firm focused on specialized business communications
• Services Include:
– Strategic planning and research
– Social media strategy and execution
– User experience planning
– Print and interactive design
– Interactive and multi-channel marketing
– Content development– Content development
– Search marketing (SEO & SEM)
– Website development, custom business and web applications
– Mobile applications & sites
• 700+ Sites designed and developed in 15 years
• Clients include:
– Macy’s
– Fifth Third Bank
– Luxottica
– AT&T
– Turner Construction
31 August 2011Google Analytics Copyright 2011 Sanger & Eby
All Rights Reserved2
Why Do You Need Analytics?
“Half of my advertising doesn’t work. I just “Half of my advertising doesn’t work. I just
don’t know which half.”
--John Wanamaker
31 August 2011Google Analytics Copyright 2011 Sanger & Eby
All Rights Reserved3
Why Do You Need Analytics?
• Identify and capture opportunities
• Increase conversions
• Enhance credibility (identify and correct problems)
• Increase user satisfaction
• Measure success
• Understand your return on investment (ROI)
31 August 2011Google Analytics Copyright 2011 Sanger & Eby
All Rights Reserved4
What is Google Analytics?
• Powerful web analytics tool
• Provides in-depth visitor and traffic statistics
• Hosted on Google’s servers
• Flexible and easy to use
• Fantastic high-level charts and graphs
• Very easy installation
• Free
31 August 2011Google Analytics Copyright 2011 Sanger & Eby
All Rights Reserved5
What You Can Do with Google Analytics
Create more effective sites.Create more effective sites.
31 August 2011Google Analytics Copyright 2011 Sanger & Eby
All Rights Reserved6
Google Analytics Capabilities
• Track a wide variety of metrics
• Make informed site design and content decisions
– What’s working and what’s not
– Where visitors leave the site
– Most popular content
– How to organize calls to action
• Measure keyword performance• Measure keyword performance
• Understand traffic sources and where to focus efforts
– Link building
– Advertising
– SEO
– Blogs and product review sites
• Increase return on investment (ROI) on marketing campaigns
31 August 2011Google Analytics Copyright 2011 Sanger & Eby
All Rights Reserved7
Answers Key Site Questions
• How are visitors finding my site?
– What keywords are most effective?
– What sites are referring traffic?
• What pages are most popular?
• Where do people leave my site?
• Where are my visitors located?• Where are my visitors located?
• What is my site’s ROI?
31 August 2011Google Analytics Copyright 2011 Sanger & Eby
All Rights Reserved8
Benefits
• Fast, slick, beautiful presentation of statistics
– Charting with drill-downs
• You have control over which pages or files get analyzed
• Accurate view of human traffic (ignores search engine spiders)
• Integrates tightly with Google Adwords /Adsense
– AdWords: Pay per click search marketing on Google
– AdSense: Google pays to display sponsored ads on your site
31 August 2011Google Analytics Copyright 2011 Sanger & Eby
All Rights Reserved9
Features and Functions
• Many different reports:
– Visitor Counts
– Page by Page Counts
– Map Overlay
– Traffic Sources (Direct Visits, Google, Other Sites)
– Goal/Conversion/Funnel Tracking– Goal/Conversion/Funnel Tracking
31 August 2011Google Analytics Copyright 2011 Sanger & Eby
All Rights Reserved10
Google Analytics Limitations
• Free service limited to sites with less than 5 million page views
per month
• Users with JavaScript & cookies turned off are not tracked
– Tracking is client-side using JavaScript and cookies
– 2% of users have JavaScript disabled as of Dec 2010
(source: Yahoo!)(source: Yahoo!)
• Search engine spiders are not counted towards totals
• No automatic tracking of document or image downloads
• Does not track document (PDF, DOC, etc) or image (JPG)
downloads
31 August 2011Google Analytics Copyright 2011 Sanger & Eby
All Rights Reserved11
Dashboard: High Level Overview
Date Range can be
adjusted on all reports
31 August 2011Google Analytics Copyright 2011 Sanger & Eby
All Rights Reserved12
Visitors Overview
31 August 2011Google Analytics Copyright 2011 Sanger & Eby
All Rights Reserved13
Content Overview
Shows which pages
are most popular
31 August 2011Google Analytics Copyright 2011 Sanger & Eby
All Rights Reserved14
Map Overlay (World)
Click a country
to drill-down
for more details
31 August 2011Google Analytics Copyright 2011 Sanger & Eby
All Rights Reserved15
for more details
Map Overlay (USA)
31 August 2011Google Analytics Copyright 2011 Sanger & Eby
All Rights Reserved16
Map Overlay (Ohio)
31 August 2011Google Analytics Copyright 2011 Sanger & Eby
All Rights Reserved17
Traffic Sources
31 August 2011Google Analytics Copyright 2011 Sanger & Eby
All Rights Reserved18
Mobile Devices
31 August 2011Google Analytics Copyright 2011 Sanger & Eby
All Rights Reserved19
Goals and Conversion Tracking
• Calculate ROI, Average Score or other metrics
• Great for e-commerce sites
• Can track all steps along a path to a desired goal
• Lets you know exactly where visitors drop off
31 August 2011Google Analytics Copyright 2011 Sanger & Eby
All Rights Reserved20
For More Information
• Refer to Google’s Help Documents:
– www.conversionuniversity.com
– www.google.com/support/googleanalytics/
• See Apple’s App Store for “Analytics”
31 August 2011Google Analytics Copyright 2011 Sanger & Eby
All Rights Reserved21
Want to know more?
31 August 2011Google Analytics Copyright 2011 Sanger & Eby
All Rights Reserved22
Jay Larbes
Senior Director, Technology
Sanger & Eby
www.sangereby.com
Twitter.com/sangereby
Kat Jenkins
Vice President, Strategic Planning
Sanger & Eby
www.sangereby.com
Twitter.com/sangereby