webinar 012413-1

Google Analytics Webinar: Understanding User Engagement

Converge Consulting Rick Allen

Ann Oleson www.convergeconsulting.org

About Us

Rick Allen | Converge Consulting

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What we’re talking about• Understanding Visitor Dimensions and Website

Behavior

• Understanding Traffic Sources and Campaigns

• Assessing Web Content

• Segmentation and Custom Reports

Rick Allen | Converge Consulting

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Understanding Visitor Dimensions and Website Behavior

• New vs. returning visitors

• Frequency and recency

Visitor loyalty

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Rick Allen | Converge Consulting

New vs. returning visitors

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Rick Allen | Converge Consulting

• New vs. returning visitors

• Frequency and recency

Visitor loyalty

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Rick Allen | Converge Consulting

Frequency and recency

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Rick Allen | Converge Consulting

Frequency and recency

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Rick Allen | Converge Consulting

• Visit duration

• Page depth

Understand how people navigate your website

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Rick Allen | Converge Consulting

Visit duration

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Rick Allen | Converge Consulting

• Visit duration

• Page depth

Understand how people navigate your website

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Page depth

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Mobile

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Rick Allen | Converge Consulting

Mobile

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Rick Allen | Converge Consulting

Understanding Traffic Sources & Campaigns

Rick Allen | Converge Consulting

Rick Allen | Converge Consulting

Buckets of trafficBuckets of traffic

DirectVisitors who come directly to the

website using the domain name.

Search enginesBy default, GA tracks 20+ different

search engines.

ReferralsLinks that appear on

other websites.

Rick Allen | Converge Consulting

Buckets of trafficBuckets of traffic

DirectVisitors who come directly to the

website using the domain name.

Search enginesBy default, GA tracks 20+ different

search engines.

ReferralsLinks that appear on

other websites.

Campaigns Custom! You decide.

Accessing direct and referral traffic

Rick Allen | Converge Consulting

Rick Allen | Converge Consulting

Direct traffic

Rick Allen | Converge Consulting

Referral traffic

Accessing organic and paid search traffic

Rick Allen | Converge Consulting

Rick Allen | Converge Consulting

Organic search traffic

Rick Allen | Converge Consulting

Paid search traffic

Campaigns

Rick Allen | Converge Consulting

Rick Allen | Converge Consulting

Campaigns

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SEO report

Rick Allen | Converge Consulting

Rick Allen | Converge Consulting

SEO report

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Assessing Web Content

Content reports

Rick Allen | Converge Consulting

Rick Allen | Converge Consulting

All pages

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Rick Allen | Converge Consulting

Navigation

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Rick Allen | Converge Consulting

Landing pages

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Rick Allen | Converge Consulting

Exit pages

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Site search

Rick Allen | Converge Consulting

Rick Allen | Converge Consulting

Site search

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Segmentation and Custom Reports

Advanced segmentation

Rick Allen | Converge Consulting

Rick Allen | Converge Consulting

Rick Allen | Converge Consulting

• All visits

• New visitors

• Returning visitors

• Paid search traffic

• Non-paid search traffic

• Search traffic

Default segments

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Rick Allen | Converge Consulting

• Direct traffic

• Referral traffic

• Visits with conversions

• Visits with transactions

• Mobile traffic

• Non-bounce visits

• Visits without conversions

• Unengaged users

• Social media visits

• Non social media visits

• Leads

• Highly engaged users

Advanced Segmentation (Custom)

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Rick Allen | Converge Consulting

• Visit duration

• Pages / Visit

• YouTube pageviews

• Twitter pageviews

• LinkedIn pageviews

• Facebook pageviews

• Email admissions@mycollege.edu

• Complete inquiry form

Advanced Segmentation (Goals)

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Rick Allen | Converge Consulting

Rick Allen | Converge Consulting

Rick Allen | Converge Consulting

Rick Allen | Converge Consulting

Rick Allen | Converge Consulting

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Segment: Social Media VisitsWhat content drives social traffic?

Rick Allen | Converge Consulting

Segment: Inquiry Form CompletionWhat is the top content for converting visitors?

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Segment: Inquiry Form CompletionWhat content engages and converts?

• May be applied to historical data

• Are available across all accounts and profiles

• Can be compared side-by-side in reports

• Are easier to create than a filtered profile

Advanced Segments Benefits

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Rick Allen | Converge Consulting

Custom reports

Rick Allen | Converge Consulting

Rick Allen | Converge Consulting

Custom reports interface

• Visitor Analysis

• Assess leads across all streams of traffic

• Keyword Analysis

• Assess search terms that drive relevant traffic

Custom Reports

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Rick Allen | Converge Consulting

Rick Allen | Converge Consulting

Day-on-day custom reports

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Rick Allen | Converge Consulting

Day-on-day custom reports

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Rick Allen | Converge Consulting

Day-on-day custom reports

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Rick Allen | Converge Consulting

Day-on-day custom reports

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Rick Allen | Converge Consulting

Visitor Acquisition

• Optimize for top sources and mediums driving inquiries

• Evaluate key sources and mediums with low inquiry form conversions

Visitor Acquisition: Actions

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Rick Allen | Converge Consulting

Rick Allen | Converge Consulting

Custom reports interface (#2)

Keyword analysis

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Rick Allen | Converge Consulting

• Identify high-performance keywords

• Focus on long-tail, non-brand keywords

• Evaluate bounce rate, time on site, and goal completion based on targets to assess visitor and content relevance

• Drill-down to assess keywords by source and medium

Keywords: Actions

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Rick Allen | Converge Consulting

Keyword analysis

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Rick Allen | Converge Consulting

Keyword analysis

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Rick Allen | Converge Consulting

Keyword analysis

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Rick Allen | Converge Consulting

Keyword analysis

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Rick Allen | Converge Consulting