google analytics: overview & key metrics for schools and camps

Google Analytics:Overview & Key Metrics

Wednesday, April 20th, 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

“

Questione.g. Did the website

changes increase customer retention?

Look for the report that provides the answer.

e.g. compare avg time on site

Marketing Ideae.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.

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.

Main navigation menu.

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.

PageviewsAn 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/Session The average number of pages seen per session. Sign of how curious people are about your school/camp.

Avg. Session Duration The amount of time spent on your site per session.

Bounce RateThe 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?Key Metrics — Bounce Rate

Key Metrics — Bounce RateExample 1

100 users visited your site60% of those 100 bounced = 60 bounced

sessions100 users – 60 = 40 engaged visits

= 40 potential conversions

100

60.06%

75%increase in sales!

Key Metrics — Bounce RateExample 2

100

30%

100 users visited your site30% of those 100 bounced = 30 bounced

sessions100 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?Key Metrics — Bounce Rate

ExampleKey Metrics — Bounce Rate

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?

Conversions

What is working and what isn’t?

Audience

4 Main Reports — AudienceLocation

Country? Province? City?

Mobile/DeviceDesktop? Phone?

Tablet?

Demographics

Gender? Age? Language?

InterestsMovie Lovers? In-

market Segments? (Adwords)

Browser/OS

Chrome/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?

4 Main Reports — Audience

That leads to another question:

Are mobile visitors less or more engaged?


View your mobile site landing pages

Consider areas to improveSet up a schedule to test those

changesAnalyze the data…and start the process again.

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


Traffic Sources/Channels

Organic/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)

AcquisitionHow 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 ourkids.net / referral expatarrivals.com / referral

Medium

The category of the traffic source (includes custom utm_medium traffic) google / organic bing / cpc ourkids.net / referral expatarrivals.com / referral

Understand 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

Social Traffic from approximately 400 social networks (that are not tagged as ads). Facebook, Twitter, LinkedIn etc.

Display Paid – can be made up of any number of traffic sources as long as the medium is “display”, “cpm” or ”banner”.

Paid Search Paid – where the medium is “cpc” or “ppc”.Google Adwords, Bing Ads, Facebook Ads etc.

7 Default Marketing Channels


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?

Experiments

Which 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

Conversions

What 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 forma completed purchase (eCommerce

sites)a click to play a video

Goal ConversionsGoals provide essential information

Without this information it isalmost impossible to evaluate the effectiveness of your online business and online marketing campaigns.

Goal ConversionsGoals provide essential information

You can track different types of goalsThe 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 loadsafter a user completes the action.

Goal ConversionsType of goals

Goal ConversionsDestination goals

Line up your goals to those of your buyer personas

Parent : JohnBuyer Persona

John’s Goals School/Camp Goals

Curriculum/Course information Download a brochure

Financial information Email or call an advisorDifference between private and public schooling

Download a PDF (eBook)

Needs a quick answer Live chat sessionView the school grounds and classrooms

Watch a video or take a virtual tour

Turn these into conversion goals in

Google Analytics

Goal Conversions

Line up your goals to those of your buyer personas

John’s Goals Conversion GoalsCurriculum/Course information Completed download

Financial information Completed email sendDifference between private and public schooling

Completed download

Needs a quick answer Click to start an online chat

View the school grounds and classrooms

Click to play a video / how long they watched

Goal Conversions

Parent : JohnBuyer Persona

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

Thank you to our sponsor

www.inschoolwear.com

Brand, brand, everywhere!

Questions?

Contact:Anneline [email protected]

#mktgacademy@mktgacademy

The slides will be available in a few days at: ourkidsmedia.com/marketing

Our Kids Marketing Academy — for Private Schools · www.ourkidsmedia.com/marketing

google analytics: overview & key metrics for schools and camps

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