How to…Better Understand Your Web Analytics

February 5, 2013

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Hi, I’m Fred

• Principal & Chief BIG Thinker at AIE Digital

• Help Organizations Be Successful Online

• 10 Years at American Bar Association

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Our Time Together

• Why Understanding Your Web Traffic is Important• What is Google Analytics – Features & Benefits• Best Use Cases for Using Google Analytics for Law

Firms• Getting Set Up & Tracking Accurately• Understanding Key Reports• Other Great Resources

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WHY UNDERSTANDING YOUR WEB TRAFFIC IS IMPORTANT

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If you aren’t going to measure it, you are wasting your time, energy, and money.

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24.7.365

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You Make Better Business Decisions When You Have The Right Data.

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WHAT IS GOOGLE ANALYTICS – FEATURES & BENEFITS

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Key Features

• Lots of Reports & Data Collection• Real-Time Reporting• Dashboards • Conversion & Goal Tracking• Campaign Tracking• Visitor Flow Analysis• Warnings & Alerts

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Biggest Benefits

• Understand Visitor Behavior– Where They Came From– Where They Go On Your Site– What Device They Use– How They Convert To a Goal (Lead)– What They Look For On Your Website

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Biggest Benefits

• Understand Value of Content– What Pages Get Traffic– What Pages Send People Away– What Links Are They Clicking On

• Traffic Sources– What Sites Drive Traffic To Yours– What Search Terms Are Visitors Using To Find You

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Biggest Benefits

• Integration with AdWords– See Effectiveness Of Your

Campaigns– Identify What Ads Lead to a

Conversion– Identify Opportunities for

Improvements

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Risks & Limitations

• Lots of Reports = OVERWHELMING • Will Not Tell You Exactly WHO Is On Your Site• The Numbers Are Not An Exact Science• Some Data in Reports is a Sample of Overall Data

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BEST USE CASES FOR USING GOOGLE ANALYTICS FOR LAW FIRMS

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Use Cases

• Site Optimization– Reviewing Visitor Behavior

• Search Engine Optimization– Integration with Google Webmaster Tools

• Lead Generation Tracking– Setting Up Goals

• AdWords / PPC Tracking– Integration with Google AdWords

• Event Tracking– Track Downloads or Other “Take Away” Content

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GETTING SET UP & TRACKING ACCURATELY

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Set Up Guide

• Installing the Tracking Script– Header vs. Footer

• Profiles– Unfiltered Profile– Restricted Profiles

• Tracking Properties• Subdomains• Multiple Domains• In-House Traffic (Restricting Your IP Address)

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Getting Set Up

• Property Settings• Site Search• In-Page Analytics• Enhanced Link Attribution• Webmaster Tools Settings

• Social Settings– Adding Social URLs

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Adding Goals

• Up to 20 Goals Per Profile (4 Groups of 5 Goals)• Types of Goals– URL Destination – Such as a Thank You Page– Visit Duration – Over 2 Minutes– Pages / Visit – Event – i.e. Download a PDF/Document

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UNDERSTANDING KEY REPORTS

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Terminology Check

Pageview

Unique Pageview

Visit

Visitor

Unique Visitor

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The 9 Key Reports

• Visitor Behavior– Audience Overview– Visitors Flow

• SEO– Traffic Sources– Keywords & Landing Pages– Queries (req. Google Webmaster Tools Integration)

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Key Reports

• Content Analysis– All Pages– Site Search

• Conversions– Overview– Reverse Goal Path

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Audience Overview

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Visitor Flow

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Traffic Sources

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Keywords & Landing Pages

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Queries

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All Content

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Site Search

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Goals Overview

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Reverse Goal Path

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OTHER RESOURCES

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Books & Authors

• Advanced Web Metrics with Google Analytics, 3rd Ed.by Brian Clifton - http://goo.gl/e0EKw

• Avinash Kaushik – Google Digital Marketing Evangelist - http://www.kaushik.net/avinash/

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Online Resources

• Google Analytics YouTube Channel - http://goo.gl/dMXkg

• Linking Your Google AdWords Account – http://goo.gl/QiwZ3

• Google Analytics Blog - http://analytics.blogspot.com/

• NEW!! Google Analytics Solutions Gallery - http://goo.gl/qQQ8W

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Questions

?

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Now Get Analyzing!!

Frederick L. Faulkner IVPrincipal & Chief BIG Thinker

AIE Digital, LLC

Phone: 312-869-4619fred@aiedigital.com

Follow me @fredfaulkneriv or @aiedigitalwww.linkedin.com/in/frederickfaulkneriv