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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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Page 1: Make your website work harder with Google Analytics

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

Page 2: Make your website work harder with Google Analytics

Why Google Analytics?Why Google Analytics?www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 3: Make your website work harder with Google Analytics

It’s FREEIt s FREE

Page 4: Make your website work harder with Google Analytics

It’s AWESOMEIt s AWESOME

Page 5: Make your website work harder with Google Analytics

It’s POWEFULIt s POWEFUL

Page 6: Make your website work harder with Google Analytics

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

Page 7: Make your website work harder with Google Analytics

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

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 8: Make your website work harder with Google Analytics

Track Social MediaTrack Social Media

Page 9: Make your website work harder with Google Analytics

Is Social Media Working?

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

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 10: Make your website work harder with Google Analytics

Social Media Tracking

How Do I Track the Social Media Traffic To My Website?

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 11: Make your website work harder with Google Analytics

Step 1: Building a Tracking URL

Facebook or Twitter or LinkedIn

Google Analytics URL Builder: bit.ly/GAURLBuilder

Page 12: Make your website work harder with Google Analytics

Step 2: Use Your Tracking URLAdd your Tracking URL to each message

/?utm_source=twitter&utm_medium=socialmedia&utm_campaign=Twitterfeed&utm_content=Twitter

Page 13: Make your website work harder with Google Analytics

Step 3: Segment Social Media TrafficCreate advanced segments to track social media visits

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 14: Make your website work harder with Google Analytics

Social Media Tracking in Action

Social Media had 15had 15

conversions this month!

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 15: Make your website work harder with Google Analytics

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 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

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 16: Make your website work harder with Google Analytics

Track EmailsTrack Emails

Page 17: Make your website work harder with Google Analytics

Are emails generating revenue?

Problem: I know all about the open and interaction rates of the emails I’m sending, but I don’t know how much money they’re generating.

How can I track the ROI of individual emails, and my entire email program?

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 18: Make your website work harder with Google Analytics

Improperly Coded Email Traffic

Why does my email traffic show up as a referral or a direct visit?direct visit?

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 19: Make your website work harder with Google Analytics

Step 1: Add tracking to URLs

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

Page 20: Make your website work harder with Google Analytics

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

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 21: Make your website work harder with Google Analytics

Properly Attributed Email Reports

I can see exactly which email campaign performed the best

Page 22: Make your website work harder with Google Analytics

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

Page 23: Make your website work harder with Google Analytics

Customize Your DashboardsCustomize Your Dashboards

Page 24: Make your website work harder with Google Analytics

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

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 25: Make your website work harder with Google Analytics

Typical Dashboard ViewThis information is easy to read, but what does it mean? Is this good? Bad? Average?g g

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 26: Make your website work harder with Google Analytics

Step 1: Add Reports to Dashboard

You can add any report or views to your custom dashboard!

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 27: Make your website work harder with Google Analytics

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

Page 28: Make your website work harder with Google Analytics

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

Send as PDF to Individuals, Other

Formats for automation

Send as often as needed

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 29: Make your website work harder with Google Analytics

Customized Dashboard View

Compare last th’month’s

analytics with current to determine

th dgrowth and change

Discover if revenue is

increasing and

See where sales are coming from

d h increasing and when orders

are most likely to be placed

and how your sales conversions are

f iperforming

Page 30: Make your website work harder with Google Analytics

Benefits of Custom Dashboards

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

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 31: Make your website work harder with Google Analytics

Block Internal TrafficBlock Internal Traffic

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Visitors Aren’t Really Visitors

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

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 33: Make your website work harder with Google Analytics

Filter Internal Traffic

Is this really an accurate visitor count?y

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 34: Make your website work harder with Google Analytics

Step 1: Find your IP address

Whatismyip comWhatismyip.com

86 75 30 90986.75.30.909

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Page 35: Make your website work harder with Google Analytics

Step 2: Filter out IP address

Company‐block.com

Choose the profile you want this filter for

CompanyNo‐Block.comCompany‐Block.com

Page 36: Make your website work harder with Google Analytics

Properly Filtered Traffic

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Page 37: Make your website work harder with Google Analytics

Benefits of Traffic Filtering

Filtering Internal Traffic will:• Allow you to see exactly who visited your site• Make reporting more actionable by showing a

true picture of what happened on your site• Bring the best metrics to the forefront and

keep reporting on track

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 38: Make your website work harder with Google Analytics

Set Up Goals and Goal FunnelsSet Up Goals and Goal Funnels

Page 39: Make your website work harder with Google Analytics

What is the Value of my Website?

Problem: I have had this website for years and I’m not sure if it is generating new business for my company

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 40: Make your website work harder with Google Analytics

What does it mean?All of this information and I don’t know whatand I don t know what it means!

Page 41: Make your website work harder with Google Analytics

Determine Your Goals

Examples of common website goals include:p g• Ecommerce Transactions• Completion of a form (lead collection orCompletion of a form (lead collection or

newsletter opt-ins)• Visitors downloading a whitepaper or product g p p p

brochure • Visitor engagement (blog comment, adding or g g ( g , g

editing a profile, time-on-site, pageviews)

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 42: Make your website work harder with Google Analytics

Step 1: Decide What to MeasureTool Usage Time Spent on SiteProduct Locator Usage

Page Views

Site RegistrationSweepstakes Entry

Page 43: Make your website work harder with Google Analytics

Step 2: Map Conversion Process

Determine your path to success; your goal funnel

Paid Search AdWe are offering 50% off on our site! Take a look! www ourcompany comwww.ourcompany.com

Pro Tip: Make sure that each Thank you! 

pURL in the funnel is unique

Page 44: Make your website work harder with Google Analytics

Step 3: Configure Goals and Funnels

Registration Conversion

Page 45: Make your website work harder with Google Analytics

Step 4: See ResultsVisitors entering funnel step

Visitors abandoning funnel step

Where didWhere did they go?

Why did they leave?

Page 46: Make your website work harder with Google Analytics

Let’s Make it a SuccessThere is more than one path to success for your website!your website!

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 47: Make your website work harder with Google Analytics

Benefits of Goal Tracking

Defining and Tracking Goals will:• Assist you in setting up funnels to determine

where visitors drop off on your siteH l t bli h l f ti t k• Help you establish value for actions taken on your website

• Allow you to report on the performance of• Allow you to report on the performance of each individual traffic driver to your site

• Enable you to report on engagement metrics y p g glike time on site and total page views

• Let you report on up to 20 specific actions

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 48: Make your website work harder with Google Analytics

Website and URL StructureWebsite and URL Structure

Page 49: Make your website work harder with Google Analytics

Page URLs Not User Friendly

Problem: Dynamic URLs don’t make any sense when they show up in my Analytics reports and it makes it really hard to do

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 50: Make your website work harder with Google Analytics

Step 1: Identify the Problem

These all look the same, I have no idea which page is which?is which?

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Page 51: Make your website work harder with Google Analytics

Step 2: Establish Page URL Structure

Your Site should have a URL structure thatYour Site should have a URL structure that reflects the pages, not query string ID's

– 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 would be easier to identify in Google Analytics?y g y

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Page 52: Make your website work harder with Google Analytics

Step 3: Fix Your URLs

There are many ways to fix your URLsCh URL t t i CMS• Change URL structure in your CMS

• Custom Page Names (using pageTracker trackPage ie (“fi ed rl") )pageTracker._trackPageview(“fixed url"); )

• Friendly URL rewrites (.htaccess for Linux servers IIS for Windows servers)servers, IIS for Windows servers)

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 53: Make your website work harder with Google Analytics

Easy to Read URLsI know exactly which page I am analyzing now

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 54: Make your website work harder with Google Analytics

Benefits of Easy to Read URLs

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

reporting

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 55: Make your website work harder with Google Analytics

Link Adwords with AnalyticsLink Adwords with Analytics

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What is my paid search ROI?

P bl I thi k th t G l AdW dProblem: I think that my Google AdWordsis successful because I get leads from my

b it b t I h id h twebsite, but I have no idea what keywords are the most valuable and ROI i t i b lis not in my vocabulary

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 57: Make your website work harder with Google Analytics

Enhance Your Search Marketing

Without Linking AdWords, my keyword reports b b ican be boring

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 58: Make your website work harder with Google Analytics

Step 1: Link Your AdWords to Analytics

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 59: Make your website work harder with Google Analytics

AdWords Reports in Google Analytics

AdWords reporting provides standard analytics metrics at a campaign ad group and keyword levelcampaign, ad group, and keyword level

(Traffic Sources > AdWords > Campaigns)

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 60: Make your website work harder with Google Analytics

Day Parting AdWords in GA

Day Part reports shows AdWords performance based on the time of day. 

(Traffic Sources > AdWords > Day Parts)

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 61: Make your website work harder with Google Analytics

Position Analysis in Google Analytics

Keyword Position report gives insight into how keywords perform at different ad positions on the search engine results pages 

(Traffic Sources > AdWords > Keyword Positions)(Traffic Sources > AdWords > Keyword Positions)

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 62: Make your website work harder with Google Analytics

Benefits of Linking AdWords with GA

Linking AdWords to Analytics will:• Integrate standard AdWords metrics into the

Google Analytics interface, including: Clicks, Impressions, Costs and ROIp ,

• Hold your AdWords keywords to a greater level of accountabilityAll t i i t d l• Allow you to increase conversion rates and lower expenses

• Enable you to tightly control your ad budget byEnable you to tightly control your ad budget by only bidding on keywords that produce positive ROI

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 63: Make your website work harder with Google Analytics

Improve Site SearchImprove Site Search

Page 64: Make your website work harder with Google Analytics

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 it

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 65: Make your website work harder with Google Analytics

What do they want? Are they finding it?What do people search for on my website?

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 66: Make your website work harder with Google Analytics

Step 1: Configure Site Search

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 

&search=keyword

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Page 67: Make your website work harder with Google Analytics

Dig Into Site Search Data

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Page 68: Make your website work harder with Google Analytics

Benefits of Site Search Reports

Configuring Site Search will:Configuring Site Search will:• Allow you to improve navigation of your

sitesite• Get your visitors deeper into the content of

your siteyour site• Help you measure how the search

functionality effects the user’s experiencefunctionality effects the user s experience• Identify low hanging fruit on your website

design and information architecturedesign and information architecture

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 69: Make your website work harder with Google Analytics

Segment TrafficSegment Traffic

Page 70: Make your website work harder with Google Analytics

Let’s Get Specific

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

k hik t/ i hwww.kaushik.net/avinash

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 71: Make your website work harder with Google Analytics

Step 1: Create an Advanced Segment

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Page 72: Make your website work harder with Google Analytics

Step 2: Enter Segment Criteria

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Page 73: Make your website work harder with Google Analytics

Example: Organic Search Twin Cities

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 74: Make your website work harder with Google Analytics

Example: Paid Facebook Ads

• Set up Multiple ProfilesSet up Multiple Profiles• Use Analytics Intelligence

C t Ad d S t• Create Advanced Segments• Track E-Commerce Conversions• Make Tracking SEO Friendly

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 75: Make your website work harder with Google Analytics

Apply Advanced Segments to Reports

Even though it’s a small percentage of visits, Twin Cities Organic Traffic Performs Very Well!Organic Traffic Performs Very Well!

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 76: Make your website work harder with Google Analytics

Benefits of Advanced Segments

Using Advanced Segments will:Using Advanced Segments will:• Enable you to provide true insights instead

of presenting dataof presenting data• Increase your chances of finding

i f ti th t ill i l i tinformation that will genuinely impact your business

• Allow you to drill down and go three levels deep

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 77: Make your website work harder with Google Analytics

Track EventsTrack Events

Page 78: Make your website work harder with Google Analytics

Can’t Track Clicks to Non-Pages

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

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 79: Make your website work harder with Google Analytics

Event Tracking

Who interacted with this flash movie?

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Page 80: Make your website work harder with Google Analytics

Step 1: Plan Event Tracking Strategy

1 Define the events you want to track1. Define the events you want to track2. Enable Event Tracking in your reporting

profileprofile3. For each set of events, create an event

i tinstance4. Call _trackEvent() in the web page

source code

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Page 81: Make your website work harder with Google Analytics

Step 2: Configure Event Tracking

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

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 82: Make your website work harder with Google Analytics

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 functionalityAJAX or JavaScript functionality– PDF or other file downloads

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 83: Make your website work harder with Google Analytics

Benefits of Event Tracking

Configuring event tracking will:• Allow you to track events that happen on your

site that don’t generate pageviews, like in Fl h iFlash movies

• Give insight into who left your site to external websiteswebsites

• Allow you to report on downloads of content from your site like PDF filesfrom your site, like PDF files

• Enable tracking of video views, plays, pauses and moreand more

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 84: Make your website work harder with Google Analytics

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

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 85: Make your website work harder with Google Analytics

What Else Can I Do?

• 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

Optimizer

www.threedeepmarketing.com | @jeffsauer | @threedeep

Page 86: Make your website work harder with Google Analytics

Questions?Questions?www.threedeepmarketing.com | @jeffsauer | @threedeep