341 Studios Google Analytics Roundtable Dec 2013
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Transcript of 341 Studios Google Analytics Roundtable Dec 2013
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THE FRESH INTELLIGENCE ROUNDTABLE SERIES
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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
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THE FRESH INTELLIGENCE ROUNDTABLE SERIES
Google Analytics Tracking Code Google Analytics (ga.js)
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THE FRESH INTELLIGENCE ROUNDTABLE SERIES
Google Analytics Tracking Code Universal Analytics
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THE FRESH INTELLIGENCE ROUNDTABLE SERIES
Upgrading to Universal Analytics
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THE FRESH INTELLIGENCE ROUNDTABLE SERIES
Upgrading to Universal Analytics
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THE FRESH INTELLIGENCE ROUNDTABLE SERIES
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
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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
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Audience Overview: What’s Happening On My Site?
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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
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Audience Overview: What’s Happening On My Site?
Black Friday Sale
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Audience Overview: What’s Happening On My Site?
Attended Trade Show
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Audience Overview: Email Please!
Enter Your Email Address
How often & for how long do you want to receive the reports?
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Audience Overview: Email Please!
Select Report Format
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New Report: Acquisition > Channels
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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
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All Traffic: How Did Visitors Find Your Site?
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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
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THE FRESH INTELLIGENCE ROUNDTABLE SERIES
Google Analytics Tracking URLs
How To Create Them? Google URL Builder
(http://bit.ly/19k96Ke)
Search Smart Cheat Sheet
Email [email protected]
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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
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Behavior: What Content Are People Interested In?
Behavior > Site Content > All Pages
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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
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THE FRESH INTELLIGENCE ROUNDTABLE SERIES
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
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Goal Conversions
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Goal Conversions: Ecommerce
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Assisted Conversion
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Top Conversion Paths
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Thank You!
Presentation Available: http://slidesha.re/194Yak6
Search Smart Marketing www.isearchsmart.com
@iSearchSmart Facebook.com/SearchSmartMarketing
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APPENDIX Google Analytics & Search Engine Marketing Trends
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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
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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
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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
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AdWords Auto-Tagging Login to AdWords
My Account > Preferences
Edit, Check Destination URL Auto-Tagging
Save Changes
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THE FRESH INTELLIGENCE ROUNDTABLE SERIES
AdWords Auto-Tagging
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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
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THE FRESH INTELLIGENCE ROUNDTABLE SERIES
Creating A Conversion Funnel
Click Admin Button
Select Website Profile
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Creating A Conversion Funnel
Select One to Begin Funnel
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THE FRESH INTELLIGENCE ROUNDTABLE SERIES
Creating A Conversion Funnel
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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)*
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Advanced Segments
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Advanced Segments
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Creating A Custom Segment
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Creating A Custom Segment
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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