google analytics made simple - main street roi | convirza
TRANSCRIPT
Phil Frost Founder & COO Main Street ROI
Main Street ROI & Convirza present…
(646) 470-3753 | mainstreetroi.com
Post questions to the Q&A section in the GoToWebinar window.
Turn off distractions!
(646) 470-3753 | mainstreetroi.com
Why Metrics Matter
Why Use Google Analytics
How to Set Up Google Analytics
How to Report on Your Key Metrics
Live Q&A
(646) 470-3753 | mainstreetroi.com
9+ years experience
Data geek / Engineer
Featured in Forbes, Inc, AMEX OpenForum, Mashable, and other top media
(646) 470-3753 | mainstreetroi.com
(646) 470-3753 | mainstreetroi.com
Google Analytics = Marketing report card
Goal = Identify superstar marketing channels
Traffic ≠ Sales
(646) 470-3753 | mainstreetroi.com
It’s Free!
Works well with others
Not going anywhere
(646) 470-3753 | mainstreetroi.com
Go to: www.google.com/analytics/
Create an account
Copy/paste code on EVERY webpage
(646) 470-3753 | mainstreetroi.com
Traffic ≠ Sales
What is a website conversion? Online sale
Contact form submission
Free report request
Phone call
(646) 470-3753 | mainstreetroi.com
Google “URL Builder” support.google.com/analytics/answer/1033867
Complete form and copy/paste new URL
Ex.
test.com/?utm_source=facebook&utm_medium=cpc&utm_campaign=demo
(646) 470-3753 | mainstreetroi.com
utm_source = Source of website traffic
utm_medium = Type of website traffic
utm_campaign = Name of campaign
These will match fields in Analytics reports!
(646) 470-3753 | mainstreetroi.com
Google “ecommerce analytics”
developers.google.com/analytics/devguides/collection/analyticsjs/ecommerce
Website sales revenue will show in reports
(646) 470-3753 | mainstreetroi.com
Avoid looking at aggregate metrics because they don’t help you improve your marketing.
Examples of aggregate metrics All monthly website traffic
Average website bounce rates
Average time on site
(646) 470-3753 | mainstreetroi.com
Organic Search traffic trends over time
Paid search traffic conversion rates
Referral traffic bounce rates over time
# of conversions per marketing channel
(646) 470-3753 | mainstreetroi.com
Website bounce rate increased from 20% to 50% in a month. What happened?
Answer = Dig into the Channel metrics Did the bounce rate increase for every channel or just one? Within a channel, did the bounce rates increase for all
devices or just one?
The answers are found within Channel reports
(646) 470-3753 | mainstreetroi.com
1. High level overview of your marketing Top marketing channels by traffic Top marketing channels by behavior Top marketing channels by conversions
2. Review trends in each marketing channel
3. Review top landing page performance
(646) 470-3753 | mainstreetroi.com
Why Use This Report Overview of all your marketing channels
How to Run This Report Go to Acquisition > All Traffic > Channels
Advanced Tactics Use URL Builder to improve accuracy
(646) 470-3753 | mainstreetroi.com
(646) 470-3753 | mainstreetroi.com
(646) 470-3753 | mainstreetroi.com
(646) 470-3753 | mainstreetroi.com
(646) 470-3753 | mainstreetroi.com
(646) 470-3753 | mainstreetroi.com
Why Use This Report See trends over time to identify what’s working or not working
How to Run This Report
Go to Acquisition > All Traffic > Channels Click on a Channel to view the graph
Advanced tactic:
Compare 2 metrics to get more insights
(646) 470-3753 | mainstreetroi.com
What’s wrong with this picture?
(646) 470-3753 | mainstreetroi.com
(646) 470-3753 | mainstreetroi.com
Why Use This Report Find and improve the top pages visited per channel
How To Run This Report Behavior > Site Content > Landing Pages
Advanced Tactic Add Segment for the channel you want to review
(646) 470-3753 | mainstreetroi.com
(646) 470-3753 | mainstreetroi.com
(646) 470-3753 | mainstreetroi.com
(646) 470-3753 | mainstreetroi.com
(646) 470-3753 | mainstreetroi.com
(646) 470-3753 | mainstreetroi.com
(646) 470-3753 | mainstreetroi.com
(646) 470-3753 | mainstreetroi.com
Add Google Analytics code to every page Set up Goals to track conversions Use URL Builder to track marketing channels Add e-Commerce Analytics Review your Channels Report Review trends in each marketing channel Review top landing page performance
(646) 470-3753 | mainstreetroi.com