• 9 – 9:15: Eat, sip and mingle Icebreaker topic: If you could do anything, and money and safety weren’t a concern, what would you do? • 9:15 – 9:50: Google Analytics Basics • 9:50 – 10: Wrap-up and Goodbyes Next Session: June 18th “Drive Marketing Results with User Experience” Dan Lovejoy, Senior User Experience Architect, OG&E
Google Analytics Basics - Lift Digital Marketing Sessions May 21 2015
Aug 07, 2015
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
• 9 – 9:15: Eat, sip and mingle
Icebreaker topic:
If you could do anything, and money and safety weren’t a concern, what would you do?• 9:15 – 9:50: Google Analytics Basics• 9:50 – 10: Wrap-up and Goodbyes
Next Session: June 18th“Drive Marketing Results with User Experience”
Dan Lovejoy, Senior User Experience Architect, OG&E
Google Analytics Basics
Ruth Burr Reedy
Lift Digital Marketing Sessions
May 21st, 2015
@BigWingAgency@ruthburr
INSTALLING GOOGLE ANALYTICS
@BigWingAgency@ruthburr
Sign Up
@BigWingAgency@ruthburr
http://www.google.com/analytics
Could be “My Websites,” your company name, anything that
encompasses all the sites you’ll track
Make this the name of the site, not the URL
Here’s the URL!
Google wants to know Make sure you do this! Because, midnight.
@BigWingAgency@ruthburr
On Data Sharing
@BigWingAgency@ruthburr
Get the Code
@BigWingAgency@ruthburr
Put It in the <head> Section
• Add directly to the header template• WordPress Plugins:
– Google Analytics by Yoast – WP Google Analytics– Google Analytics Dashboard for
WordPress
• Or use Google Tag Manager
@BigWingAgency@ruthburr
Need it Later?
@BigWingAgency@ruthburr
WHAT TO TRACKAND HOW TO TRACK IT
@BigWingAgency@ruthburr
How to Speak GA• Session: Basically, a visit.• Source: A specific site sending traffic.
– Example: Google, Facebook, espn.com
• Medium: A specific kind of traffic.– Example: Organic, referral
• Channel: A traffic source.– Very similar to “medium”
• Metric: A quantitative measurement.• Dimension: A category that can apply to metrics.
Conversions
@BigWingAgency@ruthburr
What is a Conversion?
• Purchase• Request for more information• Signup for an event or newsletter• Click to email• View of a certain page
WHATEVER IS IMPORTANT TO YOU.
@BigWingAgency@ruthburr
Tracking Goals
@BigWingAgency@ruthburr
@BigWingAgency@ruthburr
@BigWingAgency@ruthburr
Event Tracking
http://www.optimizesmart.com/event-tracking-guide-google-analytics-simplified-version
/@BigWingAgency
@ruthburr
What Else Should I Track?
@BigWingAgency@ruthburr
Fundamentals of Site Traffic
• How many people came to your site?• Where did they come from?• What did they do once they got there?• Did they convert?• How can we do that, more?
Traffic
@BigWingAgency@ruthburr
Add annotations to note important events in the
life of your site.
Channels
@BigWingAgency@ruthburr
ChannelsHow many visits (sessions) were there?
What percentage of your traffic was that?
How many of those visits converted?
@BigWingAgency@ruthburr
Default Channels
• Organic search: Non-paid, “organic” search engine results
• Paid search: Paid ads in search engine results
• Direct traffic: People typing in your site’s address directly
• Referrals: Links to your site• Social: Referrals from social media sites
such as Facebook and Twitter@BigWingAgency
@ruthburr
Top Content
@BigWingAgency@ruthburr
A Word on Bounce Rate
@BigWingAgency@ruthburr
HOW TO BUILD A DASHBOARD
@BigWingAgency@ruthburr
Dashboards
@BigWingAgency@ruthburr
@BigWingAgency@ruthburr
@BigWingAgency@ruthburr
Ruth’s Tracking Dashboard
• Timelines:– Sessions– Sessions Filter: Only
show medium containing organic
• Pie chart:– Sessions grouped
by Default Channel Grouping
• Metrics:– Sessions– Sessions Filter: Only
show medium containing organic
– New users– Goal completions
@BigWingAgency@ruthburr
@BigWingAgency@ruthburr
@BigWingAgency@ruthburr
Get That Data!
BOOM.
FINAL THOUGHTS
@BigWingAgency@ruthburr
Compare the Right Dates
Correlation Isn’t Causation
@BigWingAgency@ruthburr
Don’t Forget Seasonality
@BigWingAgency@ruthburr
Thank You!
Next Session: June 18th, 9 - 10
“Drive Marketing Results with User Experience”
Dan LovejoySenior User Experience Architect, OG&E
http://bigwing.com/event/drive-marketing-results-with-user-experience
/
Related Documents
