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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Make your website work harder with Google Analytics
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M k Y Si W k H dM k Y Si W k H dMake Your Site Work HarderMake Your Site Work HarderSimple Tips to Get More From Your Google Analytics Accountg y
Jeff SauerThree Deep Marketing
www.threedeepmarketing.com651-789-7701
@jeffsauer@threedeep
#mimasummit
Why Google Analytics?Why Google Analytics?www.threedeepmarketing.com | @jeffsauer | @threedeep
It’s FREEIt s FREE
It’s AWESOMEIt s AWESOME
It’s POWEFULIt s POWEFUL
It’s on 50% of the world’s websites*It s on 50% of the world s websites**According to Google, Google Analytics is on 50% of the Alexa top 1 Million Websites
What can I do with Google Analytics?
• Track Social MediaT k E il• Track 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 Events
P bl W k d t d S i lProblem: We know we need to do Social Media, so we have a presence on F b k d T itt b t I hFacebook and Twitter… but I have no idea if this generates incremental visitors, l d l b itleads or sales on my website
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 goalsE t bli h t bilit f i l di• Establish accountability for your social media campaigns and allow them to be compared to other traffic sourcesto other traffic sources
Using the URL builder, generate a unique tracking string for all URLs in your email. Add these to your 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 site’s analytics, you do not need to add tracking to those URLs (i.e. Facebook, YouTube).
Google Analytics URL Builder: bit.ly/GAURLBuilder
Step 2: Filter site traffic by emailSelect Campaigns from Traffic Sources
Filter by Medium
Look for ‘Email’ in the list
Select the Ecommerce tab to see revenue, goals tab to see goals *Make sure ecommerce tracking is set up properly beforehand
I can see exactly which email campaign performed the best
Benefits of Email Tracking
Tracking Email Marketing will:Tracking Email Marketing will:• Assist in measurement of the ROI of your email
program in online retail• Allow you to start determining the effectiveness of
your email campaigns RIGHT NOWWill not replace the reports provided by your ESP• Will not replace the reports provided by your ESP (Email Service Provider), but it can enhance and inform your email program with respect to:
• A/B testing• Geographic campaign traction and penetrationGeographic campaign traction and penetration• Consumer interest and preference
Customize Your DashboardsCustomize Your Dashboards
Right Metrics, Right Time
P bl Wh I i t ll d G lProblem: When I installed Google Analytics, they created a dashboard for
b t th t d hb d d ’t hme, but that dashboard doesn’t show me the information that matters for MY b i d I d ’t h ti t di ibusiness and I don’t have time to dig in and find what I need
Step 2 (optional): Compare to PastAdd the “Compare to Past” feature for your analytics to provide greater depth to your reportsp g p y p
Pro Tip: You can also apply advanced segments, report on goals and add e-commerce revenue to yourreport on goals and add e-commerce revenue to your dashboard if they are applied to your report
Step 3: Email DashboardsOnce your dashboard is properly configured, you can share with members of your organizations by sending the dashboard directly to their inboxdirectly to their inbox
Customizing your dashboard will:P id i k i f th• Provide you a quick overview of the performance of the metrics most important to your businessyou bus ess
• Can be emailed to you daily, weekly, monthly and quarterly
• Can provide comparisons to performance in previous days, weeks, monthsAll f fl ibilit b i• Allows for flexibility as your business grows and changes
P bl E b d iProblem: Everybody in our company uses our corporate website as their h d I’ t if t ffihomepage and I’m not sure if our traffic reports are accurate
Making your URLs easy to read will:Making your URLs easy to read will:• Make page level analysis much easier and
effectiveeffective• Help with Organic SEO (search engines
don’t like to read dynamic URLs either!)don t like to read dynamic URLs either!)• Minimize opportunity for errors in analysis• Allow for better grouping of pages in customAllow for better grouping of pages in custom
Pro Tip: All you need to configure is enter the search query parameter from your h l hi i i ll hi lik ? k dsearch results page URL. This is typically something like ?q=keyword or
Problem: When I look at the reports forProblem: When I look at the reports for my website, the numbers rarely change and I wouldn’t know what to do with it ifand I wouldn t know what to do with it if they did
“Don’t Puke Data… Focus your analytical and reporting efforts on ‘What's Changed’. “-Avinash Kaushik
Problem: Measuring page views is greatProblem: Measuring page views is great, but we also want to track interactions with our flash elements video interactionsour flash elements, video interactions, outbound clicks and more
For each event you’d like to track, add the following code:
<a href="http://www.facebook.com/threedeepmarketing" p p gonClick="pageTracker._trackEvent(‘Social Links', 'Click', 'Facebook');">Check us out on Facebook</a>
Comprehensive guide to event tracking: bit.ly/GAEventTracking
• 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 functionalityAJAX or JavaScript functionality– PDF or other file downloads
• 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 Events
• Set up Multiple Profiles Using FiltersSet up Multiple Profiles Using Filters• Use Analytics Intelligence • Track E-Commerce ConversionsTrack E-Commerce Conversions• Make Tracking SEO Friendly using # in
campaignscampaigns• Benchmark Your Site vs. Industry• A/B and Multivariate Tests with Google Website• A/B and Multivariate Tests with Google Website