Measuring your efforts with Google Analytics Tina Arnoldi, Consultant 360InternetStrategy.com Presented at SCANPO’s 2014 Conference 1
May 09, 2015
Measuring your efforts with Google Analytics
Tina Arnoldi, Consultant360InternetStrategy.com
Presented at SCANPO’s 2014 Conference
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About me
What is Google Analytics?
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What we’ll cover – and why it matters1. Sources of traffic2. Tag your campaigns3. Top landing pages4. Social media – when to post5. Dealing with “not provided”– Landing Pages– Webmaster tools– AdWords
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Source of today’s screen shots• www.books.tinaarnoldi.com– Small book blog– Not a money maker, more of a hobby– I own it, therefore no confidentiality issues– Easy for audience to follow along with low traffic
and simple content• Screenshots are also used from other
accounts with data blocked out
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1. Know your traffic sources• Source = Origin– Ex. Facebook.com
• Medium = Tied to the origin– Ex. CPC – Cost per click for paid
Facebook ad
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What to look at with traffic sources?
• How do people find you?– Your e-news?
• Does behavior change based on the source?– Do visitors from Facebook stick
around?• Any surprises?
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• Source/Medium
• Direct – missing campaign tracking?
• Goodreads – should there be more?
• What brings in new?
• What about returning?
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2. Tag your campaignsCampaign Source (utm_source) Required. Use utm_source to identify a search
engine, newsletter name, or other source.Example: utm_source=google
Campaign Medium (utm_medium) Required. Use utm_medium to identify a medium such as email or cost-per- click.Example: utm_medium=cpc
Campaign Term (utm_term) Used for paid search. Use utm_term to note the keywords for this ad.Example: utm_term=running+shoes
Campaign Content (utm_content) Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL.Examples: utm_content=logolink or utm_content=textlink
Campaign Name (utm_campaign) Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign.Example: utm_campaign=spring_sale
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URL builder• Step 1: Enter the URL of your website.– Website URL *(e.g.
http://www.website.com/page.html)
• Step 2: Fill in the fields below. Campaign Source, Campaign Medium and Campaign Name should always be used.– Campaign Source *(referrer: volunteernews)– Campaign Medium *(marketing medium: email)– Campaign Name *(Spring 2014)
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What happens if I don’t tag?
• All of those visitors that are actually from a paid campaign will be reported as “organic” in Google Analytics.
• It’s easy to tag in AdWords. – Link your analytics account to enable auto-tagging.
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3. Top landing pages
• What pages are acting as the intro to your site?
• Can they be improved?
• Is your important messaging there?
• Are your top landing pages also your top exit pages?
• Is there a call-to-action?
• Does it answer the question on the source?
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3. Top landing pages
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4. Social media – when to post
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5. Dealing with “not provided”
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Use Webmaster Tools for actual search queries
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Let’s get practical – Group activity• What’s the point of your website? (Yes I’m serious). Chances
are someone at your table has a device and can look up a couple sites during the discussion.
• What are the action steps on your website? Is there anything measurable?
• Does each website page have a different purpose?• Share your different marketing channels and which ones you
think are working or not working. (You may pick up a great tip from someone at your table!)
• How do you measure your social media efforts (if applicable)?
Tina Arnoldi, Consultant360InternetStrategy.com
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Thank you!