Google Analytics

For Marketers and Dummies

Frank Coyle – President

Shadrack Scott – Sr. Client Manager

October 28th, 2009

Presentation AgendaAbout Point It

• Launched in April 2002

• Seattle’s largest independent search marketing firm

• PPC & SEO

• 12 team members, 40+ yrs of SEM experience

• Servicing clients across all verticals and revenue models

• What are funnels and how do you use them?

• What data is important and what’s not?

• What can you do with this data?

• How can I track banners, Facebook ads,

Local Search, etc. with Google Analytics?

Presentation AgendaYour Pressing Questions

• Goals and funnels

• Reports & taking action

• Advanced techniques

• Q & A

Presentation AgendaAgenda

Understand, Optimize, Improve

• Yahoo, Google, Bing

• Paid, Organic, Referral,

Local Search

• Email marketing

• Social media

Sales or Leads

Direct

PPCSEO

Presentation AgendaConversion Funnels

Traffic

Lead Gen

Quote Webinars Whitepaper

eCommerce

Purchase

Presentation AgendaMultiple Funnels

PPC

Lead Gen

Quote Webinars Whitepaper

eCommerce

Purchase

Presentation AgendaSetting Up a Goal

Google Analytics Funnel

Page 12

Reports

• Improve ROI

• Increase converting traffic

• Exclude non-converting traffic

• Look at goal conversion rates

• Put metrics in context by comparing data

• Track Organic traffic

Report 1: Compare Traffic

Report 1: Compare Goals

Report 2: Keywords

Report 3: States

Report 4: Landing Pages

Page 18

Report 5: Ad Performance

• Segmentation

• Form field tracking

• Tracking downloads videos, etc

• Local search and banner tracking

• Ecommerce

Page 19

Advanced Google Analytics

Page 20

Advanced Segments

Custom Segmentation

Form Field Drop Off

Tracking PDF Downloads & Videos

• GA allows tracking of events:

– Downloads, Clicks, PDFs, Flash, outbound links, Videos

• These are not pages. No GA tracking code!

• For PDFs, clicks, use:

– Use _.Trackpageview• Treats the action as a pageview

• Example:

– Want users to download maps.pdf

<a href="http://www.example.com/files/map.pdf" onClick="javascript:

pageTracker._trackPageview('/downloads/map'); ">

Banner Ad, Local Search Tracking

• Want to put a tracking

string in the URL of

your local listing

• Use GA’s URL with

unique tracking string

URL Builder

http://www.frankspiano.com/?utm_source=google&utm_medium=maps&utm_content=seattle&utm_campaign=Local

Ecommerce

• Installing

• Turning it on

• Tracking code

• pageTracker._addTrans() & pageTracker._addItem()

• 3rd Party Shopping Carts

• Order Id; Total

• Order Id; SKU; price; quantity

• Reports

Ecommerce

Ecommerce

Ecommerce

Q&A

Frank: frankc@pointit.com

Shad: shadracks@pointit.com