Getting Started with Google Analytics Tools!

Caitlin Kaluza | ckaluza@schipul.com | @qcaitTendenci Open Source CMS | tendenci.com | @tendenci

Intro to Google Analytics

Caitlin Kaluza

SEM Team

Marketing Team

schipul.com/qcait

Caitlin Kaluza | ckaluza@schipul.com | @qcait

What do I do with

all this data?

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The Question

flickr.com/photos/oakleyoriginals/3526895658

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1. Getting Started

2. Reports to Focus On

3. Goal Tracking

4. Benchmarks

5. Making Decisions with this Information

6. AB Testing

What We’ll Cover

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Getting Started

Caitlin Kaluza | ckaluza@schipul.com | @qcaitTendenci Open Source CMS | tendenci.com | @tendenci

Getting Started

1. Why Google Analytics?

2. Embed Javascript code on each page

3. Set up Goal tracking to get the most out of Analytics

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• Tendenci Reports Data Behind the Logini.e. Invoices Reports, Membership Reports, Top Spenders

• Tendenci Reports Data from the Databasei.e. 404 Reports, Event Logs

Tendenci Reporting vs. Analytics

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Click “Add to Dashboard” to add any report to your dashboard

Dashboard Set Up

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Click “Email” to have any report or dashboard automatically emailed to you periodically

Automatic Email Reports

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Google Analytics Definitions

1. Visits # of instances of a visit

2. Pageviews Total views of all pages

3. Pages/Visit # of Pages viewed in the avg. visit

4. Bounce Rate People who landed on one page & left without clicking anywhere

5. New Visits Based on a cookie in your browser

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•Bounce Rate recommendation: < 50%

•Pages per visit recommendation: > 2

Engagement Benchmarks

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Top Google Analytics Reports

Caitlin Kaluza | ckaluza@schipul.com | @qcaitTendenci Open Source CMS | tendenci.com | @tendenci

Top Reports to Focus On

1. Traffic Trends• Traffic Patterns• Traffic Sources

2. Audience Demographics• Mobile• Geography

3. Keywords & Content• Top Keywords• Content/Navigation Paths

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Part 1: Traffic Trends

Caitlin Kaluza | ckaluza@schipul.com | @qcaitTendenci Open Source CMS | tendenci.com | @tendenci

Traffic Patterns

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• Look at Month/Month and Year/Year

• Online should mirror what happens Offline

Tip: Add Notes

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Get in the habit of adding them!

Traffic Sources

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Benchmark: 60-75% Search Engine Traffic

Who Links to You

Social Sources

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Part 2: Audience Demographics

Caitlin Kaluza | ckaluza@schipul.com | @qcaitTendenci Open Source CMS | tendenci.com | @tendenci

Geography

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• Is it what you expected?• Where is there opportunity?

Mobile

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• Our Nonprofit clients have seen a 30% increase in mobile traffic 2013 vs 2012

• 13% of all web traffic is now mobile (Forbes)

• Our Nonprofit clients average 27% mobile traffic in Q1 of 2013

Mobile Benchmarks

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• Mobile Users want the same experience

• 85% of mobile users say they watch TV with their devices

• Google Rewards Mobile Content in Mobile Search Results

Everything is Mobile

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1

2

43

1

23

4

Part 3: Keywords and Content

Caitlin Kaluza | ckaluza@schipul.com | @qcaitTendenci Open Source CMS | tendenci.com | @tendenci

• Top Content Report

• Page Path Level Report - Shows Data Aggregated by Module

• Tendenci Event Logs

Content Reports

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Navigation Paths

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• Top Content tends to not change much

• Look at Navigation Paths from your homepage particularly

• Is it what you expected?

• Can you add more content around popular topics?

• Can you make other content more findable/interesting?

What Do I Do With this Data?

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•Non-branded Terms

•By Traffic and Conversions

•Look for Surprises

Google Analytics Keyword Report

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• What keywords are missing? Can you add content around those topics?

• What keywords are sticking?

• What new keywords are emerging?

What Do I Do With this Data?

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• Top 10 Ways to...

• Hot Topics/In the News

• Infographics

• How to/FAQs

• Tag People

• Local Content

• Revisit/Update Popular Content

Content Brainstorming

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•Title Tag/Meta

•Content Text

•Alt Tags on Images

•Cross Links

•Photo/Video Tags & Descriptions

Incorporate Keywords Into Your Content

slideshare.net/Tendenci/optimizing-your-tendenci-site-for-seo-seo-for-cms

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Conversion Tracking

Caitlin Kaluza | ckaluza@schipul.com | @qcaitTendenci Open Source CMS | tendenci.com | @tendenci

What is a Goal?

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• Three Types:

• URL Destination (Confirmation page of Contact form, Donation form, etc.)

• Time on Site• Pages/visit

• Adds a tab to all reports

Set Up Goals

@tendenci | www.tendenci.com | blog.tendenci.com

• Admin > Goals > Add confirmation page URL

• Allowed 4 sets of 5

A/B Testing

Caitlin Kaluza | ckaluza@schipul.com | @qcaitTendenci Open Source CMS | tendenci.com | @tendenci

There is no such thing as a marketing argument, only

a marketing TEST.

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Set up a unique tracking URL for different versions of the same URL

Google URL Builder

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URL looks like:http://houstonzoo.org/support/?utm_source=houstonzoo&utm_medium=template_top_banner&utm_campaign=Tiger_Donate_Link

Google URL Builder

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Click Sources > Campaigns to view results

Google URL Builder

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Content Experiments

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A Bvs.

More Resources

Caitlin Kaluza | ckaluza@schipul.com | @qcaitTendenci Open Source CMS | tendenci.com | @tendenci

Resources

@tendenci | www.tendenci.com | blog.tendenci.com

1. Google Support - support.google.com/analytics

2. Google Analytics Blog - analytics.blogspot.com

3. Lynda.com - Google Analytics Essential Training

More Tracking Tools

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Tip: Add + on the end of any bit.ly URL to see stats

Heat Map Tools

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CrazyEgg.com

Questions?

Caitlin Kaluzackaluza@schipul.com@qcait

Tendenci Open Source CMStendenci.com@tendenci

blog.tendenci.com

tendenci.com/events

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• Follow the Tendenci Blogblog.tendenci.com

• Sign up for the Tendenci Newsletter Listtendenci.com/newsletter

Keep Up to Date With Tendenci

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