Google ANalyticsAN INTRODUCTION

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INTRODUCTION TO GOOGLE ANALYTICS

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ABout Google Analytics (Free)

IS: AUTOMATED TRACKING, reporting, & visualization solely FOR WEB ANALYTICS

NOT: DATA MANAGEMENT, VISUALIZATION, OR MODELING tool for anything else

THE OLD WAY

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INTRODUCTION TO GOOGLE ANALYTICS

HE useS statistics AS a drunkEN MAN uses lamp postS, for support rather than illumination.

andrew lang

INTRODUCTION TO GOOGLE ANALYTICS

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the new way

OPPORTUNITIES MULTIPLY AS THEY ARE SEIZED.

SUN TZU

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INTRODUCTION TO GOOGLE ANALYTICS

USE CASES

ContentOptimization

eCommerceTracking

Channel / ROITracking

Goals (Funnel)Tracking

HOW To Use [Google] analytics

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INTRODUCTION TO GOOGLE ANALYTICS

‣ objectives‣ metrics‣ results‣ Optimize‣ (repeat)

“What gets measured, gets managed.”- Peter Drucker

Sites and applications are dynamic objects that act as conduits to accomplish your business objectives.

Implication: use objective-driven, agile methods, not static waterfalls. GA is the tool that puts the rubber on the road.

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The GA GUI

THE BASICS

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AUDIENCE Overview

INTRODUCTION TO GOOGLE ANALYTICS

How do your end users engage your site?

Drill down to page and sections to understand what content frequency, recency, and engagement.

Bonuses: ‣ are your visitors mostly mobile? (if so and you’re

not responsive yet, get on board)‣ what is the flow of navigation in your site?

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TRAFFIC SOURCES

INTRODUCTION TO GOOGLE ANALYTICS

What drives traffic to your site?

Direct ≈ user initiatedReferral ≈ link to your siteSearch ≈ organic + paid searches

MAJOR Bonuses: ‣ Drill-down analytics (in all areas of GA)‣ Webmaster tools integration‣ Social (ROI)‣ AdWords integration (ROI)

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CONTENT OVERVIEW

INTRODUCTION TO GOOGLE ANALYTICS

What content works? What doesn’t work?

Focus on:Content ≈ drill down into pagesSite Speed ≈ user load times

ADVANCED ANALYTICS

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INTRODUCTION TO GOOGLE ANALYTICS

Goal conversions

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INTRODUCTION TO GOOGLE ANALYTICS

Track critical metrics like: ‣ Product page conversion rates‣ Per visit value‣ Cart abandonment rates‣ Total sales by channel‣ Days / visits to purchase

ecommerce Tracking

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INTRODUCTION TO GOOGLE ANALYTICS

Don’t know which is your best page?

Let the data speak for itself.

content experiments

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INTRODUCTION TO GOOGLE ANALYTICS

What channels are giving you the best ROI?

Multi-channel funnels

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INTRODUCTION TO GOOGLE ANALYTICS

‣ DASHBOARDS‣ CUSTOM REPORTING‣ API

Get access to your data any way you like it.

data access

SMART INTEGRATIONS

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INTRODUCTION TO GOOGLE ANALYTICS

3 P S O F T W A R EA N A LY T I C S

A D W O R D SA D S E N S E

Optimal for Google products, but GA integrates well (usually through .js) with others.

Google provides an exceptional knowledge-base for anything you need.

Image + Conceptual Credits‣ BTW - these are also phenomenal sites for additional information on web analytics‣ All pictures not credited here are my own ‣ Slide 5‣ Content optimization: http://www.portent.com/blog/analytics/google-analytics-website-optimization-tips.htm‣ eCommerce Tracking: http://www.mequoda.com/articles/landing-pages/five-essential-elements-for-a-great-sales-letter-landing-page/‣ Goal (funnel) tracking: http://www.siliconbeachtraining.co.uk/blog/how-funnels-improve-your-goals/‣ Channel / ROI tracking: http://www.tomorrow-people.com/blog/bid/105795/What-s-The-True-Cost-of-Traditional-Advertising

‣ Slide 13 (both)‣ http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/‣ PS - Avinash Kaushik is THE MAN for all things web analytics. I bow down to him. His content ROCKS.

‣ Slide 14‣ http://www.techiemania.com/6-easy-actionable-seo-tips-to-supercharge-your-e-commerce-site.html

‣ Slide 15‣ http://marketingland.com/google-analytics-content-experiments-12170

‣ Slide 16‣ http://www.onbile.com/info/multi-channel-funnels-in-google-analytics/

‣ Slide 17‣ http://www.tableausoftware.com/solutions/website-analytics

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INTRODUCTION TO GOOGLE ANALYTICS

thank YOU

new projects and concepts is what makes us HAPPY.

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