google analytics: overview & key metrics for retirement communities

Google Analytics:

Overview & Key Metrics

Thursday, April 21st, 2016Anneline Breetzke

#mktgacademy @mktgacademy

Content

Introduction : Why Google Analytics?

Overview : A look at the default report layout

Key Metrics : 7 Most Important Website Statistics

4 Main Reports : Understand each category & the data they provide

Goal Conversions : Activities Important to Your Success

Questions

IntroductionWhy Google Analytics?

Why Google Analytics?

Without data analytics, companies

are blind and deaf, wandering out

onto the Web like deer on a

freeway.

- Geoffrey Moore

“

Question

e.g. Did the website

changes increase

customer retention?

Look for the report that

provides the answer

e.g. compare avg time on

site

Marketing Idea

e.g. Redesigning the

landing page of your

website.

Reject Improve Keep

Measure & Analyze

Make recommendations & TAKE ACTION

Why Google Analytics?

How many people visit my website?

How many visitors are local / national / international?

Do I need a mobile-friendly website?

What paid referral partners must I keep?

What marketing campaigns drive the most traffic to my website?

What times in the day are people reading my blog?

How many visitors have I converted into leads or customers?

Which social network drives the most traffic?

Why Google Analytics?It can answer questions like… It does not answer

WHY…

OverviewA look at the default report layout

Four main

reports.

Seven key metrics.

Main navigation menu.

Set regular emails of

the data. Export to

Excel etc. Specify date ranges, including

the ability to compare timelines.

View the data in

different increments.

7 most important website statistics

Key Metrics

SessionsA group of interactions that take place on your website within a

given time frame (30 min). A user can have multiple sessions.

Users The unique individual (unique IP address) that visits your site.

Pageviews

An instance of a page being loaded by a browser. The total

number of pages viewed; repeated views of a single page are

also counted.

Pages/SessionThe average number of pages seen per session. Sign of how

curious people are about your community.

Avg. Session

DurationThe amount of time spent on your site per session.

Bounce Rate

The percentage of single page visits (or web sessions). The

number of visits in which a person leaves your website from the

landing page without browsing any further.

% New Sessions Percentage of new visitors (vs returning visitors) to your site.

Key Metrics

“Microsoft study finds human attention

span has dropped to just 8 seconds.”- Indo Asian News Service , 18 May 2015

Key Metrics — Bounce Rate

Bounces will never turn into conversions.

The lower the bounce rate, the higher the pool of

potential conversions.

Why do you want a lower bounce rate?


100 users visited your site

60% of those 100 bounced = 60 bounced

sessions

100 users – 60 = 40 engaged visits

= 40 potential conversions

100

60.06%

Key Metrics — Bounce RateExample 1

100

30%

75%

increase

in sales!

Key Metrics — Bounce RateExample 2

100 users visited your site

30% of those 100 bounced = 30 bounced

sessions

100 users – 30 = 70 engaged visits

= 70 potential conversions

You can increase your conversions for

the same amount of advertising spend.

Tip: Paid bounce rate should be lower than your organic bounce

rates.Analyze your bounce rates with all your advertising referral partners.

Why do you want a lower bounce rate?


Example


4 Main ReportsUnderstand each category

& the data they provide

AudienceWho is coming

to your site?

AcquisitionWhere are they

coming from?

BehaviorWhat are they

doing on your

site?

Conversion

sWhat is working

and what isn’t?

Audience

4 Main Reports — Audience

LocationCountry?

Province? City?

Mobile/DeviceDesktop? Phone? Tablet?

DemographicsGender? Age?

Language?

InterestsMovie Lovers? In-

market Segments?

(Adwords)

Browser/O

SChrome/Safari?

iOS/Android?

FrequencyNew vs Returning?

Visits? Pageviews?

Time on site?

Who is coming to your

site?

Approach Google Analytics with a

question:

What percent of our users

access our site via their mobile

device?


That leads to another question:

Are mobile visitors less or

more engaged?


View your mobile site landing pages

Consider areas to improve

Set up a schedule to test those

changes

Analyze the data

…and start the process again.

What action steps can we take to improve mobile phone engagement?

4 Main Reports —

Audience

Traffic Sources/

ChannelsOrganic/Paid? Social

Media? Referrals?

EngagementBounce Rate?

Pages/Session?AdwordsCampaigns?

Keywords?

SEOWhat queries users

typed to reach your

site? Landing pages?

SocialHow many people

shared your page on

Facebook? (Goals)

Acquisitio

nHow are they getting

to your site?

4 Main Reports —

Acquisition

Source

Origin of your website traffic (includes custom utm_source traffic)

google / organic

bing / cpc

comfortlife.ca / referral

Medium

The category of the traffic source (includes custom utm_medium

traffic)

google / organic

bing / cpc

comfortlife.ca / referral

4 Main Reports — AcquisitionUnderstand your traffic

Organic Search SEO traffic from unpaid search engines (e.g. Google or Bing)

Direct Users type your URL directly into their browser (or from a bookmark)

Referral Visitors referred by links on other websites (that are not social networks)

Email Sessions that have a medium of “email” – custom: utm_medium=email

SocialTraffic from approximately 400 social networks (that are not tagged as ads).

Facebook, Twitter, LinkedIn etc.

DisplayPaid – can be made up of any number of traffic sources as long as the medium is

“display”, “cpm” or ”banner”.

Paid SearchPaid – where the medium is “cpc” or “ppc”.

Google Adwords, Bing Ads, Facebook Ads etc.

7 Default Marketing Channels

4 Main Reports — Acquisition

Behavior FlowVisualize the path

users take from one

page/event to another?

Site ContentHow often do users

enter/exit this page?

Site SpeedWhich pages are

taking too long to

load?

Site SearchWhat are users entering

in the search box on your

site?

EventsHow many clicks on a

link/button or video

player?

ExperimentsWhich version of a

page performs

best?

4 Main Reports — Behavior

BehaviorWhat are they doing

on your site?

GoalsHow many users signed

up for your newsletter?

Funnel

VisualizationWhere did users exit the

funnel before reaching the

Destination goal?

eCommerceWhy are users exiting

before they checkout?

ConversionsHow many conversions?

Conversion Rate? Compare

campaigns.

4 Main Reports —

Conversions

Conversion

sWhat is working on

your site?

Activities important to your

success

Goal Conversions

A goal is a completed activity on your

site

(a conversion)

a completed sign up form

a completed purchase (eCommerce sites)

a click to play a video

Goal ConversionsGoals provide essential information

Without this information it is

almost impossible to evaluate the

effectiveness of your online business

and online marketing campaigns.

Goal ConversionsGoals provide essential information

You can track different types of goals

The Destination goal is the easiest

to implement and track.

Once a specific page is loaded

(e.g. Thank you for registering!

Page), the goal is completed.

For the Destination goal you need a destination URL that loads

after a user completes the action.

Goal ConversionsType of goals

Goal ConversionsDestination goals

Mary’s Goals Your Business Goals

Reputation of the community Download a brochure

Financial information Email or call an advisor

Different levels of care Download an infographic

Needs a quick answer Live chat session

View the community’s

grounds, rooms and

facilities.

Watch a video or take a

virtual tour

Line up your goals to those of your buyer personas

ACI : MaryBuyer Persona

Turn these into

conversion goals in

Google Analytics

Goal Conversions

1. Click on Admin > Goals (under View)

Goal ConversionsSetting up goals

2. Click on +NEW GOAL


3. Click on Custom >

Continue


4. Name your goal

something descriptive

> Select Destination

> Select Continue


5. Enter your destination page’s URI (the piece of the URL that

comes after the .com or .ca of your domain) E.g. /thankyou.html

> Choose Begins with

> Click Save


6. Assign a monetary value (filling this in populates reports in analytics that are

otherwise empty, and it helps in calculating ROI)

GA does not update values retrospectively. Choose

your value system upfront, or make a note if you

change it.


Connect your high traffic pages/posts

to your high conversion pages =

Success!

Goal Conversions

Brand, brand, everywhere!

Questions?

Contact:

Anneline Breetzke

[email protected]

#mktgacademy

@mktgacademy

The slides will be available in

a few days at:

ourkidsmedia.com/marketi

ng

Comfort Life Marketing Academy — for Retirement Communities www.ourkidsmedia.com/marketing

google analytics: overview & key metrics for retirement communities

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