Introduction to Google Analytics
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The document introduces Google Analytics, explaining that it can collect and analyze website data to measure returns on investment, target marketing efforts, and inspire website redesigns. It advises identifying goals and performance indicators, and notes that analytics can reveal information about visitor familiarity, potential customers, social media effectiveness, and problem pages.
Introduction to Google Analytics
- 1. Introduction to Google Analytics Caryn Brown BNI-COI 20 February 2014
- 2. WHY SHOULD YOU WANT WEBSITE ANALYTICS? 10/23/2014 www.DigitalMediaButterfly.com 2
- 3. What Website Analytics Can Do For You: • Collect Data • Transform the Data • Analyze the Data • Translate Insights • Measure ROI • Help Target Marketing Efforts • Inspire Website Redesign 10/23/2014 www.DigitalMediaButterfly.com 3
- 4. WHY SHOULD YOU USE GOOGLE ANALYTICS? 10/23/2014 www.DigitalMediaButterfly.com 4
- 5. HOW TO MAKE ANALYTICS WORK FOR YOU 10/23/2014 www.DigitalMediaButterfly.com 5
- 6. What You Need to Do: 1. Identify Website Goals – What You Want Your Website to Do for You 2. Set Performance Indicators – How Can You Tell if You Website is Doing What You Want 10/23/2014 www.DigitalMediaButterfly.com 6
- 7. What Analytics will Tell You: 1. Do your website visitors already know you? 2. Are you bringing in potential customers? 3. Does your social media presence work? 4. Are visitors bailing from your homepage? 5. Are they looking at the pages you want them to look at to become customers? 10/23/2014 www.DigitalMediaButterfly.com 7
- 8. SO LET’S TAKE A LOOK GOOGLE.COM/ANALYTICS 10/23/2014 www.DigitalMediaButterfly.com 8
Editor's Notes
- #3: Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage. Web Analytics is often confused with Web Site Statistics, but there is a distinct difference. Web site statistics (software) deals with simple facts like: How many visitors did I have last month ? The goal of website statistics is to inform you of these simple facts. Web analytics has a different angle, analysis as a apposed to simple reporting. Web analytics goes into much more detail and offers much more metrics. It tries to make underlying trends clear and ‘the reason why’ things happen on your website like they do. It’s goal, as the definition says, is to help you improve your website and online marketing. Of course there is some overlap between the two, but to use an analogy: If website statistics are the speedometer of your car, web analytics is the whole dashboard. Web analytics can help you answer a long list of questions about your website, your visitors, your marketing. It’s impact will be profound. web analytics allow you ‘know what your are doing, and if it’s working’. To stick with the car analogy, without web analytics, you are driving with a blindfold on, it’s as simple as that.
- #4: Making changes to your website should be a continual thing and with website analytics, you will be better informed when making those changes
- #5: Easy to read representation of data Marketing Based Analysis Search Engine Insight Can create and Email custom reports Executives can learn: Which marketing initiatives are most effective Accurate website traffic patterns/trends Which customer and customer segments are most valuable Marketing Professionals can learn: Where visitors come from and what do they do on the site How can the website convert more visitors into customers Which keywords resonate with prospects and lead to conversions Which online ad or creative is the most effective Content & Developers can learn: Where people leave the site Which pages retain visitors the longest What search terms people use to find the site
- #7: The irony is that website traffic alone will not generate money It does matter how many people visit your website if those people are not the “right” people (the type of people who will buy something from you someday) Don’t be intimidated by the analytics
- #8: Should only have a small percentage 5% who used the company name in google How specific are your users searches Are people coming to your site from social media sites? If the bounce rate on your homepage is more than 60% to 70%, you have a problem
- #9: Go to google.com/analytics All Web site data for DMB View on Dashboard Before the fold City Browser