intro to google analytics webinar

Getting Started with Google Analytics Tools!

Caitlin Kaluza | ckaluza@schipul.com | @qcaitTendenci Open Source CMS | tendenci.com | @tendenci

Intro to Google Analytics

Caitlin Kaluza

SEM Team

Marketing Team

schipul.com/qcait

Caitlin Kaluza | ckaluza@schipul.com | @qcait

What do I do with

all this data?

@tendenci | www.tendenci.com | blog.tendenci.com

The Question

flickr.com/photos/oakleyoriginals/3526895658

1. Getting Started

2. Reports to Focus On

3. Goal Tracking

4. Benchmarks

5. Making Decisions with this Information

6. AB Testing

What We’ll Cover

Getting Started

1. Why Google Analytics?

2. Embed Javascript code on each page

3. Set up Goal tracking to get the most out of Analytics

• Tendenci Reports Data Behind the Logini.e. Invoices Reports, Membership Reports, Top Spenders

• Tendenci Reports Data from the Databasei.e. 404 Reports, Event Logs

Tendenci Reporting vs. Analytics

Click “Add to Dashboard” to add any report to your dashboard

Dashboard Set Up

Click “Email” to have any report or dashboard automatically emailed to you periodically

Automatic Email Reports

Google Analytics Definitions

1. Visits # of instances of a visit

2. Pageviews Total views of all pages

3. Pages/Visit # of Pages viewed in the avg. visit

4. Bounce Rate People who landed on one page & left without clicking anywhere

5. New Visits Based on a cookie in your browser

•Bounce Rate recommendation: < 50%

•Pages per visit recommendation: > 2

Engagement Benchmarks

Top Google Analytics Reports

Top Reports to Focus On

1. Traffic Trends• Traffic Patterns• Traffic Sources

2. Audience Demographics• Mobile• Geography

3. Keywords & Content• Top Keywords• Content/Navigation Paths

Part 1: Traffic Trends

Traffic Patterns

• Look at Month/Month and Year/Year

• Online should mirror what happens Offline

Tip: Add Notes

Get in the habit of adding them!

Traffic Sources

Benchmark: 60-75% Search Engine Traffic

Who Links to You

Social Sources

Part 2: Audience Demographics

Geography

• Is it what you expected?• Where is there opportunity?

Mobile

• Our Nonprofit clients have seen a 30% increase in mobile traffic 2013 vs 2012

• 13% of all web traffic is now mobile (Forbes)

• Our Nonprofit clients average 27% mobile traffic in Q1 of 2013

Mobile Benchmarks

• Mobile Users want the same experience

• 85% of mobile users say they watch TV with their devices

• Google Rewards Mobile Content in Mobile Search Results

Everything is Mobile

Part 3: Keywords and Content

• Top Content Report

• Page Path Level Report - Shows Data Aggregated by Module

• Tendenci Event Logs

Content Reports

Navigation Paths

• Top Content tends to not change much

• Look at Navigation Paths from your homepage particularly

• Is it what you expected?

• Can you add more content around popular topics?

• Can you make other content more findable/interesting?

What Do I Do With this Data?

•Non-branded Terms

•By Traffic and Conversions

•Look for Surprises

Google Analytics Keyword Report

• What keywords are missing? Can you add content around those topics?

• What keywords are sticking?

• What new keywords are emerging?

What Do I Do With this Data?

• Top 10 Ways to...

• Hot Topics/In the News

• Infographics

• How to/FAQs

• Tag People

• Local Content

• Revisit/Update Popular Content

Content Brainstorming

•Title Tag/Meta

•Content Text

•Alt Tags on Images

•Cross Links

•Photo/Video Tags & Descriptions

Incorporate Keywords Into Your Content

slideshare.net/Tendenci/optimizing-your-tendenci-site-for-seo-seo-for-cms

Conversion Tracking

What is a Goal?

• Three Types:

• URL Destination (Confirmation page of Contact form, Donation form, etc.)

• Time on Site• Pages/visit

• Adds a tab to all reports

Set Up Goals

• Admin > Goals > Add confirmation page URL

• Allowed 4 sets of 5

A/B Testing

There is no such thing as a marketing argument, only

a marketing TEST.

Set up a unique tracking URL for different versions of the same URL

Google URL Builder

URL looks like:http://houstonzoo.org/support/?utm_source=houstonzoo&utm_medium=template_top_banner&utm_campaign=Tiger_Donate_Link

Google URL Builder

Click Sources > Campaigns to view results

Google URL Builder

Content Experiments

A Bvs.

More Resources

Resources

1. Google Support - support.google.com/analytics

2. Google Analytics Blog - analytics.blogspot.com

3. Lynda.com - Google Analytics Essential Training

More Tracking Tools

Tip: Add + on the end of any bit.ly URL to see stats

Heat Map Tools

CrazyEgg.com

Questions?

Caitlin Kaluzackaluza@schipul.com@qcait

Tendenci Open Source CMStendenci.com@tendenci

blog.tendenci.com

tendenci.com/events

• Follow the Tendenci Blogblog.tendenci.com

• Sign up for the Tendenci Newsletter Listtendenci.com/newsletter

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