Google Analytics - Getting Started

GOOGLE ANALYTICS

Hello rabbit hole.

getting started

• You need a Google account.

• google.com/analytics

setup 101

1. Tell Google about your site

2. Put the code in your pages or template files

ooh shiny!

ooh shiny!

ooh shiny!

CONTEXT…without it, data is just noise.

segments

filters

goals

• Sales

• Information

• Inquiry collection

• Advertising revenue

• Appointment scheduling

Your site goals should be tied to your business goals. KPI measure status against desired outcomes.

it’s the question that drives us

• How is our campaign doing?

• What search engines are sending visitors?

• What geographic areas are we NOT marketing to that are still yielding traffic and/or conversions?

• How many times do visitors come to our site before they complete a goal?

• Are sales higher on certain devices?

• What types of content are generating traffic?

• What’s the ROI of social engagement?

custom dashboards

• Create widgets for highly specific measurements

• Apply and compare date ranges

• Subject to segmentation

• Provide context

EXAMPLE: UMW KPI Dashboard

A/B TESTING…because the plural of anecdote

is not data.

QUESTIONS?Shelley Keith

tkeith@umw.edu