how to better understand google analytics
DESCRIPTION
A how-to presentation to the Chicago Bar Association on better understanding your web analytics using Google Analytics.TRANSCRIPT
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How to…Better Understand Your Web Analytics
February 5, 2013
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Hi, I’m Fred
• Principal & Chief BIG Thinker at AIE Digital
• Help Organizations Be Successful Online
• 10 Years at American Bar Association
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Our Time Together
• Why Understanding Your Web Traffic is Important• What is Google Analytics – Features & Benefits• Best Use Cases for Using Google Analytics for Law
Firms• Getting Set Up & Tracking Accurately• Understanding Key Reports• Other Great Resources
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WHY UNDERSTANDING YOUR WEB TRAFFIC IS IMPORTANT
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If you aren’t going to measure it, you are wasting your time, energy, and money.
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24.7.365
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You Make Better Business Decisions When You Have The Right Data.
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WHAT IS GOOGLE ANALYTICS – FEATURES & BENEFITS
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Key Features
• Lots of Reports & Data Collection• Real-Time Reporting• Dashboards • Conversion & Goal Tracking• Campaign Tracking• Visitor Flow Analysis• Warnings & Alerts
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Biggest Benefits
• Understand Visitor Behavior– Where They Came From– Where They Go On Your Site– What Device They Use– How They Convert To a Goal (Lead)– What They Look For On Your Website
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Biggest Benefits
• Understand Value of Content– What Pages Get Traffic– What Pages Send People Away– What Links Are They Clicking On
• Traffic Sources– What Sites Drive Traffic To Yours– What Search Terms Are Visitors Using To Find You
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Biggest Benefits
• Integration with AdWords– See Effectiveness Of Your
Campaigns– Identify What Ads Lead to a
Conversion– Identify Opportunities for
Improvements
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Risks & Limitations
• Lots of Reports = OVERWHELMING • Will Not Tell You Exactly WHO Is On Your Site• The Numbers Are Not An Exact Science• Some Data in Reports is a Sample of Overall Data
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BEST USE CASES FOR USING GOOGLE ANALYTICS FOR LAW FIRMS
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Use Cases
• Site Optimization– Reviewing Visitor Behavior
• Search Engine Optimization– Integration with Google Webmaster Tools
• Lead Generation Tracking– Setting Up Goals
• AdWords / PPC Tracking– Integration with Google AdWords
• Event Tracking– Track Downloads or Other “Take Away” Content
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GETTING SET UP & TRACKING ACCURATELY
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Set Up Guide
• Installing the Tracking Script– Header vs. Footer
• Profiles– Unfiltered Profile– Restricted Profiles
• Tracking Properties• Subdomains• Multiple Domains• In-House Traffic (Restricting Your IP Address)
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Getting Set Up
• Property Settings• Site Search• In-Page Analytics• Enhanced Link Attribution• Webmaster Tools Settings
• Social Settings– Adding Social URLs
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Adding Goals
• Up to 20 Goals Per Profile (4 Groups of 5 Goals)• Types of Goals– URL Destination – Such as a Thank You Page– Visit Duration – Over 2 Minutes– Pages / Visit – Event – i.e. Download a PDF/Document
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UNDERSTANDING KEY REPORTS
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Terminology Check
Pageview
Unique Pageview
Visit
Visitor
Unique Visitor
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The 9 Key Reports
• Visitor Behavior– Audience Overview– Visitors Flow
• SEO– Traffic Sources– Keywords & Landing Pages– Queries (req. Google Webmaster Tools Integration)
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Key Reports
• Content Analysis– All Pages– Site Search
• Conversions– Overview– Reverse Goal Path
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Audience Overview
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Visitor Flow
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Traffic Sources
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Keywords & Landing Pages
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Queries
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All Content
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Site Search
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Goals Overview
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Reverse Goal Path
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OTHER RESOURCES
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Books & Authors
• Advanced Web Metrics with Google Analytics, 3rd Ed.by Brian Clifton - http://goo.gl/e0EKw
• Avinash Kaushik – Google Digital Marketing Evangelist - http://www.kaushik.net/avinash/
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Online Resources
• Google Analytics YouTube Channel - http://goo.gl/dMXkg
• Linking Your Google AdWords Account – http://goo.gl/QiwZ3
• Google Analytics Blog - http://analytics.blogspot.com/
• NEW!! Google Analytics Solutions Gallery - http://goo.gl/qQQ8W
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Questions
?
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Now Get Analyzing!!
Frederick L. Faulkner IVPrincipal & Chief BIG Thinker
AIE Digital, LLC
Phone: [email protected]
Follow me @fredfaulkneriv or @aiedigitalwww.linkedin.com/in/frederickfaulkneriv