Digital Marketing

23 July 2014Gabrielle K. Gabrielli, Ph.D.

Google Analytics and Metrics

Today’s Learning Objectives

By the end of this session, participantsshould be able to:

• Use Google Analytics and other tools togauge website performance.

• Examine website metrics and adjustaccordingly.

• Focus your time and attention on metricsthat matter most.

Schedule

21 May 2-4pm Search Engine Optimization4 June 2-4pm Social Media In Depth23 July 2-4pm Metrics, Google Analytics28 July 2-4pm Next Level Digital Marketing

Series participants will receive additional individualizedfeedback.

Review of Last Session

• 90% of consumers trust peer reviews andrecommendations; only 14% trustadvertisements.

• Consumers use social media to findproducts and services.

• Images have the best engagement,followed by video, links, then text.

• Friday is the best day to post.

Review of Homework

• Get LinkedIn profile to 100% completeness.• Secure social media for Facebook, Twitter,

LinkedIn, YouTube, and Google+.Depending on your industry, also getPinterest and Instagram.

• Create a LinkedIn Business page and askany employees to say they work there.

• Continue to ask for reviews andrecommendations, and to do what you can tocontact those who made negative reviews.

Preparing Your Site for Metrics

• XML sitemap• Google analytics tracking code

Sitemaps

• HTML sitemaps (not necessary)– Page that shows every page on your site– Add code for pages you don’t want indexed– Link to sitemap should be on all pages

• XML sitemaps (needed)– Much more important to search engines– http://xml-sitemaps.com– Select "Daily" in the "Change frequency" option,

select "Use server's response" for "Lastmodification", and select "AutomaticallyCalculated Priority".

Alternative to Google Analytics

• http://www.submitexpress.com/analyzer• Includes tools to check metadata, URLs,

page load time, keyword density, more• MANY others including:

– http://clicky.com– https://parsely.com– http://piwik.org

Metrics that Matter

• Pagerank• Bounce rate*• Average page views per session• Return rate of visitors• Average time on site (session duration)• Average cost per page view*

Pagerank• Represents how important page is on the WebGoogle's Score = (Kw Usage Score * 0.3) + (Domain * 0.25) +

(PR Score * 0.25) + (Inbound Link Score * 0.25) + (UserData * 0.1) + (Content Quality Score * 0.1) + (ManualBoosts) - (Automated & Manual Penalties)

PageRank = 0.15 + 0.85 * (a "share" of the PageRank of every page that links to it)

Bounce Rate

• High number = lack of appeal or relevancefrom landing page*

• Monitor how different ads or keywordsgenerate different bounce rates.– Br = Bounce Rate– Th = Total number of visitors w/ only one hit– Te = Total hits to page(s)

Ways to Improve Bounce Rate

• Know your audience.• Create more appealing web content.• Keep text to a minimum (but do not make

your site graphics only).• Include a call to action.• Show them how you help meet needs.• Track metrics and adjust accordingly.

Average Page Views per Session

• Measures engagement including howdeep visitors delve into your site

• Helps show how relevant content is tovisitors

• People who are engaged with your siteare more likely to share with others andinfluence sales.

Return Rate of Visitors

• Key to determining customer engagement• Higher return rate for specific keyword(s)

helps you better focus on those visitors.

Average Time on Site

• Helps determine how “sticky” your site is• Also called “session duration”• If you have a video or other content, are

they spending as much time with it asyou’d like?

• Use in combination with bounce rate andpage views per visit.

Average Cost per Page View

• Critical when selling ad space• Other metrics that are helpful in

determining effectiveness of onlineadvertising campaigns:– Clickthrough rate– Impressions

Google Analytics

• http://google.com/analytics

Intelligence Events

• Includes traffic and alerts• Gives overview of metrics

Real Time

• Provides real time data

Audience Metrics

• Go to Audience > Demographics.• To examine mix of new and return users

and the level of engagement of users, goto Audience > Behavior.

• For browsers and networks being used toaccess your site/app, go to Audience >Technology.

• For mobile devices being used to accessyour site/app, go to Audience > Mobile.

Target Geographics

• Go to Audience > Geo > Location.• Use Segments to apply Search Traffic Default

Segment.• Click map to drill down to relevant area like U.S..

Or use advanced filter in table to exclude localareas for international view.

• In table, change the primary dimension to eitherRegion (e.g., state) or City.

• Compare regions or cities for each metric. Toidentify high and low converting locations, chooseGoal Set or Ecommerce under the Explorer tab.

Compare Mobile Conversion Rates

• Go to Audience > Mobile > Overview.• Select Goal Set or Ecommerce (under the

Explorer tab, upper left of report).• Look at Conversion Rates for your goals (or

the Ecommerce Conversion Rate on theEcommerce tab). How do conversion ratesfor mobile (Yes) compare to desktop (No)?

• To repeat for each mobile device, go toAudience > Mobile > Devices.

Acquisition Metrics

• Bounce rate• Pages per session• Average session duration• Keywords• AdWords• Much more!

Keyword Metrics

• Take a look at organic and paid (if youhave them) keywords to see how they areperforming.

Social Metrics

• Need to create goals to get the most out ofthe metrics and obtain value of referrals

Social Referral Comparisons

Behavior Metrics

• Page flow• Page speed insights (shows errors and

how to fix for mobile and desktop)

Page Timings

• Remember that page load time greatly affectsstickiness.

• Shows which pages load fastest and whichare slower

• Landing pages should especially load quickly.• You can compare metrics such as page load

time and bounce rate.

Conversions Data

• Goals• Ecommerce• Attribution• More• Must be enabled to access

Why to Link AdWords

• Import Google Analytics goals andtransactions into AdWords as conversions.

• View Google Analytics site engagementdata in AdWords.

• Create remarketing lists in Analytics to usein AdWords for targeting specificaudiences.

• Automatically view AdWords click and costdata alongside your Analytics siteengagement data.

More Lessons - Analytics Academy

http://analyticsacademy.withgoogle.com

Homework

• If you haven’t already done so, prepareyour site for Google Analytics with xmlsitemap and tracking code.

• Enable goals, demographics, andconversions.

• Connect AdWords.• Examine metrics.• Adjust accordingly.

Conclusions

gabrielle@gabrielleconsulting.com

• Your website portal WILL be up (tomorrow)athttp://gabrielleconsulting.com/marketing2014