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M k Y Si W k H d M k Y Si W k H d Make Y our Site Work Harder Make Y our Site Work Harder Simple Tips to Get More From Your Google Analytics Account Jeff Sauer Three Deep Marketing www.threedeepmarketing.com 651-789-7701 @jeffsauer @threedeep #mimasummit
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  1. 1. Make Your Site W k H dM k Y Si Work HarderSimple Tips to Get More From Your Google Analytics Account g yJeff Sauer Three Deep Marketing www.threedeepmarketing.com651-789-7701 @jeffsauer @threedeep#mimasummit
  2. 2. Why Google Analytics?www.threedeepmarketing.com | @jeffsauer | @threedeep
  3. 3. It sIts FREE
  4. 4. It sIts AWESOME
  5. 5. It sIts POWEFUL
  6. 6. It sIts on 50% of the worlds websites* world s*According to Google, Google Analytics is on 50% of the Alexa top 1 Million Websites
  7. 7. What can I do with Google Analytics? Track Social Media Track E ilT k Emails Customize Your Dashboards Block Internal Traffic Set Up Goals and Goal Funnels Website and URL Structure Link Adwords with Analytics Improve Site Search Segment Traffic Track Eventswww.threedeepmarketing.com | @jeffsauer | @threedeep
  8. 8. Track Social Media
  9. 9. Is Social Media Working?Problem: W know we need to do SocialP blWe kdt d S i lMedia, so we have a presence onFacebook and T ittFb k d Twitter but I have nob t hidea if this generates incremental visitors,leadsl d or sales on my website lb itwww.threedeepmarketing.com | @jeffsauer | @threedeep
  10. 10. Social Media Tracking How Do I Track the Social Media Traffic To My Website?www.threedeepmarketing.com | @jeffsauer | @threedeep
  11. 11. Step 1: Building a Tracking URL Facebook or Twitter or LinkedInGoogle Analytics URL Builder: bit.ly/GAURLBuilder
  12. 12. Step 2: Use Your Tracking URLAdd your Tracking URL to each message/?utm_source=twitter&utm_medium=socialmedia&utm_campaign=Twitterfeed&utm_content=Twitter
  13. 13. Step 3: Segment Social Media TrafficCreate advanced segments to track social media visitswww.threedeepmarketing.com | @jeffsauer | @threedeep
  14. 14. Social Media Tracking in Action Social Mediahad 15conversions this month!www.threedeepmarketing.com | @jeffsauer | @threedeep
  15. 15. Benefits of Tracking Social Media Tracking Social Media in GA will: Help you understand how social media visitors behave on your website Allow you to fine tune your messages to match your goals Establish E t bli h accountability f your social mediat bilit for i l di campaigns and allow them to be compared to other traffic sourceswww.threedeepmarketing.com | @jeffsauer | @threedeep
  16. 16. Track Emails
  17. 17. Are emails generating revenue? Problem: I know all about the open and interaction rates of the emails Im sending, but I dont know how much money theyre generating. How can I track the ROI of individual emails, and my entire email program?www.threedeepmarketing.com | @jeffsauer | @threedeep
  18. 18. Improperly Coded Email TrafficWhy does my email traffic show up as a referral or adirect visit?www.threedeepmarketing.com | @jeffsauer | @threedeep
  19. 19. Step 1: Add tracking to URLsUsing the URL builder, generate a unique tracking string for all URLs in your email. Add these toyour email as you would all URLs.*If you link to a domain other than one you own, and you do not have access to that sitesanalytics, you do not need to add tracking to those URLs (i.e. Facebook, YouTube).Google Analytics URL Builder: bit.ly/GAURLBuilder
  20. 20. Step 2: Filter site traffic by email Select Campaigns from Traffic Sources Filter by Medium Look for Email in the listSelect the Ecommerce tab to see revenue, goals tab to see goals*Make sure ecommerce tracking is set up properly beforehandwww.threedeepmarketing.com | @jeffsauer | @threedeep
  21. 21. Properly Attributed Email ReportsI can see exactly which email campaign performed the best
  22. 22. Benefits of Email TrackingTracking Email Marketing will: Assist in measurement of the ROI of your emailprogram in online retail Allow you to start determining the effectiveness ofyour email campaigns RIGHT NOW Will not replace the reports provided by your ESP(Email Service Provider), but it can enhance andinform your email program with respect to: A/B testing Geographic campaign traction and penetration Consumer interest and preference
  23. 23. Customize Your Dashboards
  24. 24. Right Metrics, Right TimeProblem: Wh I installed GP bl When i t ll d GooglelAnalytics, they created a dashboard forme, b t th t d hb d d but that dashboard doesnt show me t hthe information that matters for MYbusiness and I d t hb id dont have ti time t di i to dig inand find what I needwww.threedeepmarketing.com | @jeffsauer | @threedeep
  25. 25. Typical Dashboard ViewThis information is easy to read, but what does it mean?Is this good? Bad? Average?ggwww.threedeepmarketing.com | @jeffsauer | @threedeep
  26. 26. Step 1: Add Reports to Dashboard You can add any report or views to your custom dashboard!www.threedeepmarketing.com | @jeffsauer | @threedeep
  27. 27. Step 2 (optional): Compare to PastAdd the Compare to Past feature for your analytics topprovide ggreater depth to ypyour reportsp Pro Tip: You can also apply advanced segments, report on goals and add e-commerce revenue to your dashboard if they are applied to your report
  28. 28. Step 3: Email Dashboards Once your dashboard is properly configured, you can share with members of your organizations by sending the dashboard directly to their inbox Send as PDF to Individuals, Other Formats for automation Send as oftenas neededwww.threedeepmarketing.com | @jeffsauer | @threedeep
  29. 29. Customized Dashboard ViewCompare lastmonthsthanalytics withcurrent todeterminegrowth and th dchangeSee wheresales areDiscover ifcoming fromrevenue isand hd how yourincreasing andsales when ordersconversions are most likelyareto be placedperforming fi
  30. 30. Benefits of Custom Dashboards Customizing your dashboard will: P id you a quick overview of thProvide i kif theperformance of the metrics most important toyou businessyour bus ess Can be emailed to you daily, weekly, monthlyand quarterly Can provide comparisons to performance inprevious days, weeks, months AllAllows for flexibility as your b i f fl ibilit business growsand changeswww.threedeepmarketing.com | @jeffsauer | @threedeep
  31. 31. Block Internal Traffic
  32. 32. Visitors Arent Really VisitorsProblem: EP bl Everybody i our company b d inuses our corporate website as theirhomepage and I not sure if our t ffih d Im ttrafficreports are accuratewww.threedeepmarketing.com | @jeffsauer | @threedeep
  33. 33. Filter Internal Traffic Is this really an accurate visitor count?ywww.threedeepmarketing.com | @jeffsauer | @threedeep
  34. 34. Step 1: Find your IP address Whatismyip.com Whatismyip com 86.75.30.909 86 75 30 909www.threedeepmarketing.com | @jeffsauer | @threedeep
  35. 35. Step 2: Filter out IP addressCompanyblock.comChoose theprofile youwant thisfilter forCompanyNoBlock.comCompanyBlock.com
  36. 36. Properly Filtered Trafficwww.threedeepmarketing.com | @jeffsauer | @threedeep
  37. 37. Benefits of Traffic Filtering Filtering Internal Traffic will: Allow you to see exactly who visited your site Make reporting more actionable by showing atrue picture of what happened on your site Bring the best metrics to the forefront andkeep reporting on trackwww.threedeepmarketing.com | @jeffsauer | @threedeep
  38. 38. Set Up Goals and Goal Funnels
  39. 39. What is the Value of my Website?Problem: I have had this website foryears and Im not sure if it is generatingnew business for my companywww.threedeepmarketing.com | @jeffsauer | @threedeep
  40. 40. What does it mean?All of this informationand I dont know what don tit means!
  41. 41. Determine Your GoalsExamples of common website gpgoals include: Ecommerce Transactions Completion of a form (lead collection or newsletter opt-ins) Visitors downloading a whitepaper or p gp pproduct brochure Visitor engagement ( g comment, adding or g g(blog ,g editing a profile, time-on-site, pageviews)www.threedeepmarketing.com | @jeffsauer | @threedeep
  42. 42. Step 1: Decide What to MeasureProductLocatorUsage ToolUsageTimeSpentonSitePageViewsSiteRegistration SweepstakesEntry
  43. 43. Step 2: Map Conversion ProcessDetermine your path to success; your goal funnelPaidSearchAdWeareoffering50%offonoursite!Takealook!www.ourcompany.comwww ourcompany comThankyou!Pro Tip: Make sure that eachpURL in the funnel is unique
  44. 44. Step 3: Configure Goals and FunnelsRegistrationConversion
  45. 45. Step 4: See ResultsVisitors entering funnel stepVisitors abandoning funnel stepWhere did they go? Why did theyleave?
  46. 46. Lets Make it a SuccessThere is more than one path to success foryour website!www.threedeepmarketing.com | @jeffsauer | @threedeep
  47. 47. Benefits of Goal Tracking Defining and Tracking Goals will: Assist you in setting up funnels to determinewhere visitors drop off on your site H l you establish value f actions t k onHelp t bli h l for ti takenyour website Allow you to report on the performance ofeach individual traffic driver to your site Enable you to report on engagement metrics ypg glike time on site and total page views Let you report on up to 20 specific actionswww.threedeepmarketing.com | @jeffsauer | @threedeep
  48. 48. Website and URL Structure
  49. 49. Page URLs Not User FriendlyProblem: Dynamic URLs dont make anysense when they show up in my Analyticsreports and it makes it really hard to dowww.threedeepmarketing.com | @jeffsauer | @threedeep
  50. 50. Step 1: Identify the Problem These all look the same, I have no idea which page is which?www.threedeepmarketing.com | @jeffsauer | @threedeep
  51. 51. Step 2: Establish Page URL Structure Your Site should have a URL structure thatreflects the pages, not query string IDs www.example.com/Products/Product.aspx?ProductId=46116ccf-816b-4c09-a7e0-1b3oc1aech www.example.com /Total-Stage/Preschooler/Education-Materials.aspx Which is easier to read? Which URL wouldbe easier to identify in Google Analytics?y g ywww.threedeepmarketing.com | @jeffsauer | @threedeep
  52. 52. Step 3: Fix Your URLs There are many ways to fix your URLs ChChange URL structure i your CMS t t in Custom Page Names (usingpageTracker._trackPageview(fixed rl")pageTracker trackPage ie (fi ed url"); ) Friendly URL rewrites (.htaccess for Linuxservers,servers IIS for Windows servers)www.threedeepmarketing.com | @jeffsauer | @threedeep
  53. 53. Easy to Read URLsI know exactly which page I am analyzing nowwww.threedeepmarketing.com | @jeffsauer | @threedeep
  54. 54. Benefits of Easy to Read URLs Making your URLs easy to read will: Make page level analysis much easier and effective Help with Organic SEO (search engines don t dont like to read dynamic URLs either!) Minimize opportunity for errors in analysis Allow for better grouping of pages in custom reportingwww.threedeepmarketing.com | @jeffsauer | @threedeep
  55. 55. Link Adwords with Analytics
  56. 56. What is my paid search ROI? Problem: I think that my Google AdW d P blthi k th tGl AdWords is successful because I get leads from my website, b t I h b it but have no id whatidea h t keywords are the most valuable and ROI is t i i not in my vocabulary b lwww.threedeepmarketing.com | @jeffsauer | @threedeep
  57. 57. Enhance Your Search MarketingWithout Linking AdWords, my keyword reportscan b b ibe boringwww.threedeepmarketing.com | @jeffsauer | @threedeep
  58. 58. Step 1: Link Your AdWords to Analyticswww.threedeepmarketing.com | @jeffsauer | @threedeep
  59. 59. AdWords Reports in Google Analytics AdWordsreportingprovidesstandardanalyticsmetricsata campaign,adgroup,andkeywordlevel campaign ad group and keyword level (TrafficSources> AdWords>Campaigns)www.threedeepmarketing.com | @jeffsauer | @threedeep
  60. 60. Day Parting AdWords in GADayPartreportsshowsAdWordsperformance basedonthetimeofday.(TrafficSources>AdWords>DayParts)www.threedeepmarketing.com | @jeffsauer | @threedeep
  61. 61. Position Analysis in Google AnalyticsKeywordPosition reportgivesinsightintohowkeywordsperformatdifferentadpositionsonthesearchengineresultspages (TrafficSources>AdWords>KeywordPositions) (Traffic Sources > AdWords > Keyword Positions)www.threedeepmarketing.com | @jeffsauer | @threedeep
  62. 62. Benefits of Linking AdWords with GA Linking AdWords to Analytics will: Integrate standard AdWords metrics into theGoogle Analytics interface, including: Clicks,Impressions, Costs and ROIp, Hold your AdWords keywords to a greater level ofaccountability AllAllow you t i to increase conversion rates and l i t d lowerexpenses Enable you to tightly control your ad budget byonly bidding on keywords that produce positiveROIwww.threedeepmarketing.com | @jeffsauer | @threedeep
  63. 63. Improve Site Search
  64. 64. What are they hoping to find? Problem: I have a search box on my website, yet I have no idea if people use it, why they use it, and how they use itwww.threedeepmarketing.com | @jeffsauer | @threedeep
  65. 65. What do they want? Are they finding it?What do people search for on my website?www.threedeepmarketing.com | @jeffsauer | @threedeep
  66. 66. Step 1: Configure Site Search ProTip:Allyouneedtoconfigureisenterthesearchqueryparameterfromyour searchresultspageURL.Thisistypicallysomethinglike?q=keywordorh l hi ii llhi lik ? k d &search=keywordwww.threedeepmarketing.com | @jeffsauer | @threedeep
  67. 67. Dig Into Site Search Datawww.threedeepmarketing.com | @jeffsauer | @threedeep
  68. 68. Benefits of Site Search Reports Configuring Site Search will: Allow you to improve navigation of your site Get your visitors deeper into the content of your site Help you measure how the search functionality effects the users experience user s Identify low hanging fruit on your website design and information architecturewww.threedeepmarketing.com | @jeffsauer | @threedeep
  69. 69. Segment Traffic
  70. 70. Lets Get SpecificProblem: When I look at the reports formy website, the numbers rarely changeand I wouldnt know what to do with it ifwouldn tthey didDont Puke Data Focus your analytical andreporting efforts on Whats Changed. -Avinash Kaushikwww.kaushik.net/avinashk hik t/ ihwww.threedeepmarketing.com | @jeffsauer | @threedeep
  71. 71. Step 1: Create an Advanced Segmentwww.threedeepmarketing.com | @jeffsauer | @threedeep
  72. 72. Step 2: Enter Segment Criteriawww.threedeepmarketing.com | @jeffsauer | @threedeep
  73. 73. Example: Organic Search Twin Citieswww.threedeepmarketing.com | @jeffsauer | @threedeep
  74. 74. Example: Paid Facebook Ads Set up Multiple Profiles Use Analytics Intelligence Create Advanced S C t Add Segments t Track E-Commerce Conversions Make Tracking SEO Friendlywww.threedeepmarketing.com | @jeffsauer | @threedeep
  75. 75. Apply Advanced Segments to Reports Even though its a small percentage of visits, Twin Cities Organic Traffic Performs Very Well!www.threedeepmarketing.com | @jeffsauer | @threedeep
  76. 76. Benefits of Advanced Segments Using Advanced Segments will: Enable you to provide true insights instead of presenting data Increase your chances of finding information th t will genuinely i i f ti that ill i l impact yourt business Allow you to drill down and go three levels deepwww.threedeepmarketing.com | @jeffsauer | @threedeep
  77. 77. Track Events
  78. 78. Cant Track Clicks to Non-Pages Problem: Measuring page views is greatgreat, but we also want to track interactions with our flash elements video interactions elements,interactions, outbound clicks and morewww.threedeepmarketing.com | @jeffsauer | @threedeep
  79. 79. Event Tracking Who interacted with this flash movie?www.threedeepmarketing.com | @jeffsauer | @threedeep
  80. 80. Step 1: Plan Event Tracking Strategy 1. 1 Define the events you want to track 2. Enable Event Tracking in your reportingprofile 3. For each set of events, create an eventinstancei t 4. Call _trackEvent() in the web pagesource codewww.threedeepmarketing.com | @jeffsauer | @threedeep
  81. 81. Step 2: Configure Event Tracking For each event youd like to track, add the following code: Check us out on FacebookComprehensiveguidetoeventtracking:bit.ly/GAEventTrackingwww.threedeepmarketing.com | @jeffsauer | @threedeep
  82. 82. Event Tracking Results Event Tracking is used to track events that cannot be tracked by the standard page view method of tracking Examples of Event Tracking use cases include: Items within a Flash element AJAX or JavaScript functionality PDF or other file downloadswww.threedeepmarketing.com | @jeffsauer | @threedeep
  83. 83. Benefits of Event Tracking Configuring event tracking will: Allow you to track events that happen on your site that dont generate pageviews, like in Flash Fl h moviesi Give insight into who left your site to external websites Allow you to report on downloads of content from your site like PDF filessite, Enable tracking of video views, plays, pauses and morewww.threedeepmarketing.com | @jeffsauer | @threedeep
  84. 84. What can I do with Google Analytics? Track Social Media Track E ilT k Emails Customize Your Dashboards Block Internal Traffic Set Up Goals and Goal Funnels Website and URL Structure Link Adwords with Analytics Improve Site Search Segment Traffic Track Eventswww.threedeepmarketing.com | @jeffsauer | @threedeep
  85. 85. What Else Can I Do? Set up Multiple Profiles Using Filters Use Analytics Intelligence Track E-Commerce Conversions Make Tracking SEO Friendly using # in campaigns Benchmark Your Site vs. Industry A/B and Multivariate Tests with Google Website Optimizerwww.threedeepmarketing.com | @jeffsauer | @threedeep
  86. 86. Questions?www.threedeepmarketing.com | @jeffsauer | @threedeep