Measuring your efforts with Google Analytics

Tina Arnoldi, Consultant360InternetStrategy.com

Presented at SCANPO’s 2014 Conference

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About me

What is Google Analytics?

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What we’ll cover – and why it matters1. Sources of traffic2. Tag your campaigns3. Top landing pages4. Social media – when to post5. Dealing with “not provided”– Landing Pages– Webmaster tools– AdWords

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Source of today’s screen shots• www.books.tinaarnoldi.com– Small book blog– Not a money maker, more of a hobby– I own it, therefore no confidentiality issues– Easy for audience to follow along with low traffic

and simple content• Screenshots are also used from other

accounts with data blocked out

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1. Know your traffic sources• Source = Origin– Ex. Facebook.com

• Medium = Tied to the origin– Ex. CPC – Cost per click for paid

Facebook ad

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What to look at with traffic sources?

• How do people find you?– Your e-news?

• Does behavior change based on the source?– Do visitors from Facebook stick

around?• Any surprises?

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• Source/Medium

• Direct – missing campaign tracking?

• Goodreads – should there be more?

• What brings in new?

• What about returning?

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2. Tag your campaignsCampaign Source (utm_source) Required. Use utm_source to identify a search

engine, newsletter name, or other source.Example: utm_source=google

Campaign Medium (utm_medium) Required. Use utm_medium to identify a medium such as email or cost-per- click.Example: utm_medium=cpc

Campaign Term (utm_term) Used for paid search. Use utm_term to note the keywords for this ad.Example: utm_term=running+shoes

Campaign Content (utm_content) Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL.Examples: utm_content=logolink or utm_content=textlink

Campaign Name (utm_campaign) Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign.Example: utm_campaign=spring_sale

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URL builder• Step 1: Enter the URL of your website.– Website URL *(e.g.

http://www.website.com/page.html)

• Step 2: Fill in the fields below. Campaign Source, Campaign Medium and Campaign Name should always be used.– Campaign Source *(referrer: volunteernews)– Campaign Medium *(marketing medium: email)– Campaign Name *(Spring 2014)

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What happens if I don’t tag?

• All of those visitors that are actually from a paid campaign will be reported as “organic” in Google Analytics.

• It’s easy to tag in AdWords. – Link your analytics account to enable auto-tagging.

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3. Top landing pages

• What pages are acting as the intro to your site?

• Can they be improved?

• Is your important messaging there?

• Are your top landing pages also your top exit pages?

• Is there a call-to-action?

• Does it answer the question on the source?

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3. Top landing pages

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4. Social media – when to post

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5. Dealing with “not provided”

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Use Webmaster Tools for actual search queries

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Let’s get practical – Group activity• What’s the point of your website? (Yes I’m serious). Chances

are someone at your table has a device and can look up a couple sites during the discussion.

• What are the action steps on your website? Is there anything measurable?

• Does each website page have a different purpose?• Share your different marketing channels and which ones you

think are working or not working. (You may pick up a great tip from someone at your table!)

• How do you measure your social media efforts (if applicable)?

Tina Arnoldi, Consultant360InternetStrategy.com

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Thank you!