Google Analytics Overview

Formic Media Seminar Series:
Google Analytics

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Upcoming Seminars

 May 11th – Elements of Sales Success
 June 8th – Website Clinic
 July 13th – Advanced PPC Tactics

Agenda
 Overview
 Setting up Google Analytics
 Advanced Tracking & Interface Features
 Reporting, Metrics & Analysis
 Recent Updates

Google Analytics Overview
 What is Google Analytics?
 Google Analytics (GA) is a free service offered
by Google that generates detailed statistics about
the visitors to a website.
- Wikipedia

 Who Should Use Google Analytics?
 Anyone that has to make decisions about your
website, online campaigns and other marketing
efforts (could be offline)

 Why Use Google Analytics?
 It’s free
 Easy to implement & use
 Analyze online & offline efforts
 Map to business goals & KPIs
 Improve efforts by reviewing/analyzing the data
 Links with AdWords
 Use data for monthly reporting

 Business Case for Using Google Analytics
 $50 Million in annual sales
 Increase conversion rate from 2.0% to 2.1%
 5% increase in conversion rate = $2.5 Million
increase in sales

Setting Up Google Analytics
 Go to www.google.com/analytics
 Login with your Google Account or create one

 If Creating, simply fill out your personal information

 Once verified you will have the option to sign up for
Google Analytics

 The first step in setting up GA, is to create a site
profile

 GA will generate code to add to your site.

Adding Code to your site
 You will need to access your website files via an ftp
server or plugin.
 you will need to add the snippet Google Analytics
generated for you directly above the closing head
tag(</head>) to all pages of your site

Check your code installation
 Look for a green checkmark in your site status, if you
have a yellow !, you still have some issues with your
installation

Check your code installation
 Visit EpikOne Site Scan: http://sitescanga.com/
 Run the report, you will get page by page results of
any tracking issues

Adding Website Profiles
 Visit your Dashboard -> Click the box “Add website
Profile”

Users
 Visit your Dashboard -> Click the box “User
Manager”

Managing Users
 You can manage or add users through this interface

Adding Users
 When adding a user you can limit the sites they can
access as well as their level of access, ie. reports

Advanced Tracking &
Interface Features

Advanced Tracking & Interface Features
 Setting Up Filters, Goals & Funnels
 Custom Alerts
 Advanced Segments
 E-commerce Tracking
 Event Tracking
 URL Builder for Tracking Non-AdWords Campaigns

Setting Up Filters, Goals & Funnels
 Filters

 Goals
 Always try to define at least one goal for a
website
 What are my Business Objectives?
 Why do I have a website?
 Examples of Website Goals:
 Thank You Page
 Software Download
 Account Sign-Up
 More than 3 Pages Viewed
 Less than 5 Minutes on the Site

 Three Types of Goals
 URL Destination
 Time on Site
 Pages/Visit

 Three Types of Goal URL Match Types
 Head Match:
/dealoftheday/
 Exact Match:
/dealoftheday/thankyou.html
 Regular Expression Match:
/.*/thankyou.html
 Will match the following:
/dealoftheday1/thankyou.html
/dealoftheday1/thankyou.html?query=sale
/dealoftheday1/signup.html
/dealoftheday2/thankyou.html

Advanced Segments vs. Filtered Profiles
Advanced Segments
 May be applied to historical data
 Are available across all accounts and profiles
 Can be compared side-by-side in reports
 Are easier to create than a filtered profile

When to use a filtered profile:
 To permanently alter or restrict the data that
appears in a profile
 If you need to restrict user access to a subset of
data

E-commerce Tracking
 Step One: Enable e-commerce tracking
Analytics Settings > Edit Profile Settings > Edit Main
Website Profile Information

E-commerce Tracking
 Step Two: Get Google Analytics Tracking Code

Example code:
http://code.google.com/apis/analytics/docs/tracking/gaTrackingEcommerce.html#Example

E-commerce Tracking
 Step Three: Add code to receipt page to begin
tracking transactions

Event Tracking
 Track visitor interaction with on-site elements,
such as Flash movies

 Define categories,
actions, labels and
values

 View Event
Tracking under
“Content”

Google URL Builder
 Use when tracking non AdWords traffic – AdWords
traffic is auto tagged when you link Analytics &
AdWords
 Track newsletter traffic
 Track email traffic
 Track paid traffic from external sites

Google URL Builder

Required fields:
 Campaign Source
 Campaign Medium
 Campaign Name

Location:
http://www.google.com/support/analytics/bin/answer.py?answer=55578

Recent Updates
 New Version of Google Analytics released in Beta:
 Released a month ago
 Sign-up for the Beta here
 Faster to find the data you want
 More features (e.g. multiple dashboards)
 Updated GA Help Section

Recent Updates
 Sign-up for the Beta!

Recent Updates
 Access to the Beta should take about 2-3 days:
Click the “New Version” Link

Recent Updates
 New Dashboard:

Recent Updates
 My Site Stats Tab:

Recent Updates
 In-page Analytics (added last October):
 Not available in the new Beta version of GA

Recent Updates
 Events Goals:
 You can use Event Tracking in Google Analytics to
track visitor actions that don't correspond directly
to pageviews.
 Downloads of a PDF or other file
 Interaction with dynamic or AJAX sites
 Interaction with Adobe Flash objects,
embedded videos, and other media

Recent Updates
 Configuring Event Goals:
 For more details on set-up, go here.

Recent Updates
 New GA Tracking Code feature: client side POST
support:
 Traditionally, client-side tracking code beacons
have been sent via HTTP GET requests, limited to
2048 bytes by some browsers and proxies.
 Requests sent to GA that exceeded this limit were
dropped, and the data never recorded.
 Now, requests longer than 2048 bytes will be sent
via HTTP POST, which has no such limit.

Recent Updates
 New GA Tracking Code feature: client side POST
support:
 This feature requires no user configuration and
has been pushed in the latest version of the
JavaScript tracking code.

Contact:
John McPhee, Account Director
503-517-9059 x122| johnm@formicmedia.com
http://www.formicmedia.com/seminars
@formicmedia
Facebook.com/FormicMediaInc
LinkedIn.com/company/formic-media-inc.

Google Analytics Overview

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