Getting Started with Google Analytics...and How Not to Get Lost!

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PowerPoint PresentationGetting Startedwith Google Analytics...and How Not to Get Lost!June 25, 2015#andersondigitalAbout MeBuilding professional websites for 10 yearsDeveloping Google Analytics reports for 5 yearsVery understanding wife, 3 crazy childrenLover of video games, Cubs, Colts, and CrossFit#andersondigitalDont be shy!Ask questions: @bkcoppernollLets keep the conversation going: #andersondigitalFollow: @AND_DM_Circle#andersondigitalWhy Youre HereWhat is Web Analytics?ABCs of Google AnalyticsFive Reports to KnowDigital Measurement PlanResourcesphoto credit: Memegen.com#andersondigitalthe analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes.- Google Analytics AcademyWhat is Web Analytics?#andersondigitalGoogle is super smart, but they sure didnt make this easy.5What is Web Analytics?In other words:Web analytics is the study of on- and off-site behavior in order to improve user experience and reach your business goals.#andersondigitalMuch better. We want to know not only how users behave on your website, but we want to know what theyre doing to GET to your website. Then we want to make it so easy and awesome to use your site they make you money. Right?6Metrics and DimensionsDimensions: describes characteristics of users and their sessionsMetrics: Quantitative measurements of users, sessions, and actions (numbers)#andersondigitalDimensions describe the what and who.Metrics are the numbers.7ABCs of Google AnalyticsA for Acquisition how are people finding your site?Key Metrics: visits, % of new visits, unique visitors#andersondigitalAcquisition Ask Yourself:Where is the majority of traffic coming from?Are search engines sending me traffic? What are the keywords people are using?Are my visitors new or repeat visitors?Are my social media efforts getting me traffic?Are my marketing campaigns sending me traffic?#andersondigitalWhere is the majority of traffic coming from? Are my social media efforts getting me traffic? Are my visitors new or repeat visitors? Are my marketing campaigns sending me traffic? Are search engines sending me traffic? What are the keywords people are using?9ABCs of Google AnalyticsB for Behavior how are people using your site?Key Metrics: bounce rate, pages per visit, average visit duration, events#andersondigitalBehavior Ask Yourself:What are the top landing pages on my site? What is the most popular content on my site?What pages are highly popular but have high bounce rates?Is this how I want users to use my site?#andersondigitalWhat are the top landing pages on my site? What is the most popular content on my site? What pages are highly popular but have high bounce rates? Is this how I want users to use my site?11ABCs of Google AnalyticsC for Conversions how is your site fulfilling your marketing objectives?Key Metrics: goals, conversion rate,e-commerce metrics, goal value#andersondigitalConversions Ask Yourself:Which acquisition channels are providing the highest ROI or value?Is this channel/campaign/keyword sending me high quality traffic?How can we do a better job getting visitors to take action?For e-commerce, what are my most popular products and which sell the best?#andersondigitalWhich acquisition channels are providing the highest ROI or value? Is this channel/campaign/keyword sending me high quality traffic? How can we do a better job getting visitors to take action? For e-commerce, what are my most popular products and which sell the best?13Five Reports to Know Acquisition: Overview Acquisition: Source / Medium Behavior: Site Content, Landing Pages Behavior: Site Content, All Pages Conversions: Goals, Overview#andersondigitalAcquisition: Overview#andersondigitalThis report can break down where your visitors are coming from, how they behave on your site, and which channel gives you the best conversion rates!15This report can break down where your visitors are coming from, how they behave on your site, and which channel gives you the best conversion rates!16Acquisition: Source / Medium#andersondigitalThis report shows you more detail about the channels from the overview report. You can see more directly which social media channels are performing, which sites are referring you traffic, and which search engines are the best.17This report shows you more detail about the channels from the overview report. You can see more directly which social media channels are performing, which sites are referring you traffic, and which search engines are the best.18Behavior: Landing Pages#andersondigitalThis report shows you how visitors enter your site. What content is the biggest draw for your visitors?19This report shows you how visitors enter your site. What content is the biggest draw for your visitors?20Behavior: All Pages#andersondigitalfind out what your most popular content is on the site? Which content produces the most revenue or results? What are your most popular blog posts?21find out what your most popular content is on the site? Which content produces the most revenue or results? What are your most popular blog posts?22Conversions: Goals Overview#andersondigitalfind out the highest performing goals on your site. You can also identify where people go to convert within your site (home page, contact page, etc.).23find out the highest performing goals on your site. You can also identify where people go to convert within your site (home page, contact page, etc.).24Digital Measurement PlanWhen you're ready to get better analytics reports, you need a digital measurement plan. It will help you systematically figure out what numbers/reports are truly important to you.#andersondigital25The Steps: Document your business objectives. Identify website goals for each objective. Choose Key Performance Indicators (KPI) Identify targets Find valuable segments#andersondigital26Next Steps#andersondigitalphoto credit: Memegen.comStart creating a digital measurement plan even if its simple. Start with goals. Figure them out.27Resources: Google Analytics Blog analytics.blogspot.com Occam's Razor by Avinash Kaushik www.kaushik.net/avinash Analytics Talk by Justin Cutroni cutroni.com#andersondigitalAny Questions?#andersondigitalThank You! How to stay in touch:More Analytics & Marketing @ BC Digital Marketing Blogbcdigitalmarketing.comLIKE on Facebookwww.facebook.com/bcdigitalmarketingFollow on Twittertwitter.com/bcdigimarketing#andersondigital