341 Studios Google Analytics Roundtable Dec 2013

THE FRESH INTELLIGENCE ROUNDTABLE SERIES

I Search, You Search: Search Smart • Search Engine Optimization (SEO)

• Paid Search Advertising

• Local Search Optimization

• Social Media Marketing • Review Monitoring & Management

• Mobile Advertising & SEO

• Video Optimization • Display/Banner Planning & Placement

Google Analytics Tracking Code Google Analytics (ga.js)

Google Analytics Tracking Code Universal Analytics

Upgrading to Universal Analytics

Benefits of Universal Analytics

New Google standard for accurate tracking

More reporting features

More in-depth data on visitors to your site

Ability to setup custom dimensions and metrics

All Google Analytics properties will soon be required to use Universal Analytics

One Code To Rule Them All?

Google Tag Manager https://www.google.com/tagmanager/

1x implementation on site

Add tracking pixels & verification codes through browser interface

Audience Overview: What’s Happening On My Site?

Audience Overview: What’s Happening On My Site? • Derive Meaning

▫ Select comparative date range

▫ Have visits increased? Decreased? Remained flat?

▫ Major shifts in bounce rate or new visitors?

• Take Action

▫ Are you aware of any recent changes in:

Marketing activities

PR coverage

Offline events

▫ Move onto Traffic Sources to determine cause of increase or decrease in visits

Black Friday Sale

Attended Trade Show

Audience Overview: Email Please!

Enter Your Email Address

How often & for how long do you want to receive the reports?

Audience Overview: Email Please!

Select Report Format

New Report: Acquisition > Channels

All Traffic: How Did Visitors Find Your Site Traffic Source Types

Direct to Site Organic Search Paid Search Referral

Referral sources include social media, press releases & blogs

Create Custom Types Display Email Social Blog

All Traffic: How Did Visitors Find Your Site?

Google Analytics Tracking URLs Tell Google Analytics

Where traffic to your site is coming from

What channel to group it with

Whether it is a specific marketing campaign

If there is keyword or image ad information you want to capture

Where Do They Go? Social media posts

Paid search campaigns

Online media buys

Google Analytics Tracking URLs

How To Create Them? Google URL Builder

(http://bit.ly/19k96Ke)

Search Smart Cheat Sheet

Email info@isearchsmart.com

Google Analytics Tracking URLs

What Do They Look Like? http://www.341studios.com?utm_source=Facebook&

utm_medium=social&utm_term=Google+Analytics& utm_campaign=Fresh+Intelligence+Roundtable

Will the tracking work with a shortener? Yes, input the entire URL string into Bitly, HootSuite or

the URL shortener of your choosing

Behavior: What Content Are People Interested In?

Behavior > Site Content > All Pages

Behavior: What Content Are People Interested In? Look for Opportunities

What pages of your site are visitors drawn to? What pages do people visit, then immediately leave your site?

Take Action Popular Content

Create more content of a similar nature Send relevant paid search traffic here

High Bounce Rate Revise the text on the page Misleading keywords? Try a new layout

Goal Conversions Online Purchase

ecommerce transaction

Micro-Conversion

Visits to Contact Us

Contact Actions

Form Submission Newsletter Sign-up

Downloads White Paper Brochure

Site Engagement

Pages per visits Time on site

Social Engagement Blog comment

Goal Conversions

Goal Conversions: Ecommerce

Assisted Conversion

Top Conversion Paths

Thank You!

Presentation Available: http://slidesha.re/194Yak6

Search Smart Marketing www.isearchsmart.com

@iSearchSmart Facebook.com/SearchSmartMarketing

APPENDIX Google Analytics & Search Engine Marketing Trends

Analytics Terminology Tracking Code

JavaScript placed on each page of your site

Tracking URL Web Address of the page on your site you want to direct visitors to

+ relevant marketing info

Campaign Marketing initiative; Email Blast; Paid Search Ads

Google Analytics Setup Free account

www.google.com/analytics

Link to AdWords

Adwords.Google.com

Webmaster Tools Integration www.google.com/webmasters/tools

Define Goals and Conversion Funnels

USE THE SAME LOGIN

ACROSS ALL

GOOGLE PRODUCTS

Analytics Tracking – Tag Everything! What

Pay-Per-Click (CPC) Email Social Buttons, Posts Display

How AdWords Auto-Tagging

Tracking URL Generator

SEARCH: Google Analytics Tracking URL Builder

http://support.google.com/analytics/answer/1033867?hl=en

AdWords Auto-Tagging Login to AdWords

My Account > Preferences

Edit, Check Destination URL Auto-Tagging

Save Changes

AdWords Auto-Tagging

Creating A Conversion Funnel Log into Analytics & click admin button Select your profile (www.website.com) Goals tab Click Create A Goal button

Or select a goal you wish to edit

Enter Goal Description Add URL of conversion page under Goal Details Turn Funnel button on Enter each step of the conversion process you wish to track Note whether a step is required

Creating A Conversion Funnel

Click Admin Button

Select Website Profile

Select One to Begin Funnel

Advanced Segments

Default All Visits New Visits Returning Visitors Paid Search Traffic Non-paid Search Traffic Search Traffic Direct Traffic Referral Traffic Visits with Conversions Visits with Transactions

Default Mobile Traffic Tablet Traffic Mobile & Tablet Traffic Tablet & Desktop Traffic Non-Bounce Visits

Custom (Define your own)*

Advanced Segments

Creating A Custom Segment

Creating A Custom Segment Log into Analytics & click into your profile

Select Advanced Segments

Select New Custom Segment

Name your segment (Be specific)

Define what you are looking for using dropdown menus with and/or statements

Test to make sure all data is pulling appropriately

Save segment

341 Studios Google Analytics Roundtable Dec 2013

Marketing

Transcript of 341 Studios Google Analytics Roundtable Dec 2013

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