google analytics & social media monitoring

@magma_digital

Google Analytics & Social Media MonitoringJeremy Coates / @phpcodemonkey

@magma_digital

Who am I?

๏ Jeremy Coates, MD at Magma Digital Ltd๏ Social Media Guru of the Year 2012๏ @phpcodemonkey๏ linkedin.com/in/jeremycoates

๏ http://bit.ly/magma-GA-links

@magma_digital

@magma_digital

What is Google Analytics?

One of the most powerful tools for measuring your sites performance. In the words of Google:

It gives you powerful insights and statistics about your website traffic and marketing effectiveness.

“

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What Does Google Analytics Do?

You can monitor:

๏ Visitor numbers๏ Where they come from๏ How they found you๏ What they looked at๏ How long they stayed๏ If they stuck around

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What Does Google Analytics Do?(cont.)

๏ Website traffic๏ Conversions (how many achieve your set goals)

๏ Adwords Performance๏ E-Commerce

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What Do You Need to Know?

๏ Key metrics

๏ SME benchmarks

๏ Comparing & changing time frame

๏ Other metrics

๏ Customising Google Analytics

๏ Real-time analytics

๏ Social media monitoring

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Key Metrics

๏ No. of unique visitors

๏ Traf!c sources

๏ Bounce rate

๏ Pages per visit

๏ Average visit duration

๏ Mobile vs desktop

๏ New vs returning visitors

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Unique Visitors

๏ First time visitors within a set time frame or speci!c campaign

๏ Unduplicated

๏ _utma cookie is the unique identi!er

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Traffic Sources๏ Source - The referral origin๏ Medium - Type of referral๏ Keyword - The words searched by visitors๏ Campaign - Name referring to AdWords campaign

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SourceTraffic Sources:

Sources:

๏ Google (name of search engine)๏ Facebook (name of social media or other website)๏ Direct (typed your URL or had your site bookmarked)๏ Spring_newsletter (your newsletter)

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MediumTraffic Sources:

Mediums:

๏ Organic (unpaid google search)๏ CPC (cost per click i.e. paid search)๏ Referral๏ Email (custom medium example)๏ None (direct URL)

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KeywordTraffic Sources:

๏ Keyword that visitors have searched on a search engine to reach your site

๏ This is true for both paid and non paid๏ (not provided) is the default value for any visitor signed-

in to a Google account

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๏ The name of your AdWords campaign๏ A custom campaign you are running

CampaignTraffic Sources:

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Bounce Rate

๏ % of visits that entered your site and left straight away๏ Calculated as a single-page view in a session or visit

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High Bounce Rate

๏ Visitors might leave your site due to a bad site design or usability issues

๏ Or they might leave because they have all the answers they need

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๏ A user clicks on a link onto your site sent by a friend, reads the information on the page and closes the browser

๏ A user comes directly to a reference page on your site from a web search, leaves the page open in their browser, completes other tasks and the session times out

Bounce Situations

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Single Page SitesHigh Bounce Rate:

๏ If your site is a single page site Google Analytics won’t register multiple page views. This will give you a high bounce rate

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Tracking CodeHigh Bounce Rate:

๏ If you’re seeing a high bounce rate from a multiple-page site, check to see if you have added your tracking code to every page

๏ If all pages contain the tracking code and you still have a high bounce rate, try redesigning your entrance page or optimising those pages to match your top keywords

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Pages Per Visit

๏ The average number of pages viewed per visit to your site

๏ Repeated views of a single page is counted

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Visit Duration

๏ The length of time an average visitor stays on your site๏ The longer they stay the more valuable your information

is to them๏ But, you may not want them to stay too long as they

may be struggling to find what they are looking for

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New vs. Returning Visitors

๏ This shows the difference between new visitors and returning ones

๏ You are a new visitor if you have never been on a site with your tablet or phone (until now) even if you have visited on your PC before (unless you're logged in to Google)

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Mobile vs. Desktop

๏ Improving your user experience๏ Is your site attracting large amounts of tablet or mobile

users but giving you a high bounce rate because it is not optimised for mobile / tablet?

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SME Benchmarks

SME Average Take Action

Pages / visit

Bounce rate

Visit duration

Goal Conversion(for e-commerce)

4.5 1.5

42.500% 65.00%

5:23 1:11

1.1500% 0.5600%

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Comparing & Changing Time Frames

๏ Google Analytics maintains at least 25 months of historical date (from date set up)

๏ View reports for any date range๏ Compare a date range to another

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Date Range

๏ Today: Data available for the current calendar date up until time of selection

๏ Yesterday: Data from the previous calendar date๏ Last Week: Data for Sunday through Saturday of the

previous calendar week๏ Last Month: Data for the first to last day of the previous

calendar month

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Custom Date Range

๏ Single Date: Click a date on the calendar๏ Specific Week: Click the first and last day of the week๏ Custom Range: Click the desired start dates followed

by the end date๏ Comparing: Select the ‘compare to past’ checkbox

then use the controls as above to set the past date range

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๏ Browser๏ Country / Territory๏ Frequency vs. Recency๏ Keywords๏ Site speed๏ In-page analytics๏ Real-time analytics

Other Metrics

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Browser

๏ You need to have a general idea which browsers your audience prefers

๏ Ensure you choose a data range of around 12 months

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Country / Territory

๏ If you are targeting visitors from other countries, how well does your content translate?

๏ Is there a possibility you are offending potential customers?

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Frequency vs. Recency

๏ Found in the behaviour section๏ The level of user interest in your site๏ How frequently visitors return to your site within a time

frame (once, twice, ten times etc)๏ How many days go by before they return to your site

(once a week or once a month etc)๏ Zero days in their recency shows they are back

everyday

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Keywords

One of the most important reports๏ Gives insight into words and phrases that search

engines have associated with your content and have been used to find your site

๏ Helps you ensure your top keywords are the ones you want to be associated with

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Site Speed

๏ This measures page load time (latency): how quickly your pages load in different browsers, geographic areas etc

๏ The higher the page load time the more likely you are to have a high bounce rate as people are getting more and more impatient

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๏ Enables you to give a visual assessment of how users interact with your website pages

๏ Available under content > standard reporting

In-page Analytics

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๏ Real-time allows you to monitor visitor activity as it happens on your site.

Real-time Analytics

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๏ You can create custom reports which help you find the most relevant information for your site on one simple dashboard

Customising Google Analytics

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Google Spiders

๏ These crawl your website to allow you to appear on search engines

๏ These spiders or bots index your website in order to bring up the most relevant results for any given key word or phrase

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๏ Pingback: is an acknowledgement. This acknowledgment is sent via a network signal (a ping) from the originating site to the receiving site

๏ Trackback: is similar to a pingback but does not require a link from the originating site

๏ Refback: is a normal referring link, how the web works!

Link Back

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๏ Creating a sitemap helps search engines crawl your site and categorise better

๏ Google webmaster tools can easily create and verify a sitemap for you and some CMS sites can also easily create one for you through built-in tools

Sitemaps

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๏ If your website is built on a Content Management System (CMS) you have the ability to check their statistics against Google Analytics

๏ Many keywords that are set to “(not provided)” on google analytics may be found from the CMS statistics

Website Statistics

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๏ Data hub

• Is it for you?

•What does it mean?

Social Media Monitoring

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Bit.ly

๏ bit.ly is a URL shortener that can be used in many different places to help monitor your traffic. This includes social media platforms, your website, newsletters etc

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๏ bit.ly social media monitoring tools include:

• Bundles

• Viewing stats on any link

• sharers

• social media clients

Social Media Monitoring

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Facebook Insights

๏ Insights provide measurements on your pages performance.

๏ Find anonymous demographic data about your audience and see how people are discovering and responding to your posts

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Linkedin

๏Profile vs. Page๏Product / Services๏ Insights

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๏ Jeremy Coates, MD at Magma Digital Ltd๏ Social Media Guru of the Year 2012๏ @phpcodemonkey๏ linkedin.com/in/jeremycoates๏ http://bit.ly/magma-GA-links

Now Get Measuring...

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