Web Analytics: Data driven marketing decisions
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Rob Bertholf introduces himself and shares his extensive background in web analytics, search engine optimization, and content marketing. The document outlines the importance of web analytics, covering data collection methods, how to analyze traffic, and techniques for improving visitor engagement and conversion rates. It also includes practical guidance on setting up Google Analytics, tracking performance, and utilizing analytics for decision-making.
![@Rob Bertholf
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Web Analytics: Data driven marketing decisions
- 5. @Rob Bertholf @Rob’s Geek Cred @Rob WordPress Plugin Developer <> #IRC Operator @Zeppo Former Board of Directors Information Management Staff Sergeant US Air Force Software as a Service Architect / Growth Hacker CC Creative Commons Contributor Wikipedia Editor PATENT APPLICATION #US20060294199 Systems & Methods for a Standard Web Platform
- 6. @Rob Bertholf Search Engine Optimization Expert Google Search Engine Optimization Expert @Rob Bertholf | Search Engine Optimization Expert rob.bertholf.com Hi, I’m @Rob on Twitter. California guy living in Honolulu, Hawaii the last 10 years. I teach at University of Hawaii’s PNM program and I am passionate about Development, Social Marketing Strategy, Web Analytics & Conversion optimization. Search engine optimization - Wikipedia en.wikipedia.org/wiki/Search_engine_optimization About 22,500,000 Results #1 in
- 7. @Rob Bertholf Get Social! #UHPNM Pacific New Media @pacificnewmedia Follow @PacificNewMedia Excited to speak at #Clarity15 on #SEO #KPI’s & Reporting! Rob Bertholf @Rob Follow @Rob Excited to speak at #UHPNM on #SEO & #ContentMarketing!
- 8. @Rob Bertholf Introductions :) HELLOyour name is 1) Name 2) Industry 3) Takeaway
- 9. @Rob Bertholf Intro & Audience __
- 10. @Rob Bertholf Desired Takeaways ● Overview of Analytics ● Learn what Web Analytics tracks ● How to add tracking code to your site ● Create ways to track conversion
- 11. @Rob Bertholf Terms to Know ● Web Browser ● HTML ● JavaScript ● Analytics ● Tracking Code
- 12. @Rob Bertholf What is Web Analytics? The study of the online experience in order to improve it. “Web analytics is the assessment of a variety of data, Including web traffic, web-based transactions, web server performance, usability studies, user submitted information and related sources to help create a generalized understanding of the visitor experience online.” — Web Analytics Demystified by Eric T. Peterson
- 13. @Rob Bertholf Why Analyze? Stop burning your money you fool!!!!
- 14. @Rob Bertholf Why wouldn’t you analyze? ● Find out what is working ● Identify things that are not working ● Calculate return on investment ● Dominate your niche
- 15. @Rob Bertholf How to analyze: ● Pay closer attention to the bigger picture & trends. ● Compare data against itself ● Consider leveraging both server log data and page tag data into a hybrid approach.
- 16. @Rob Bertholf Who Should Measure? Short answer: everyone.
- 17. @Rob Bertholf Webmaster ● Can people access it? ● What is the load time? ● What browsers?
- 18. @Rob Bertholf Content Marketer ● Where are you best engaging your visitors? Which topics should you write about? ● What are your visitors looking for? ● Where are you losing your visitors?
- 19. @Rob Bertholf Social Media Marketer ● Which social channels are sending most qualified traffic? ● Which social posts convert the best? ● How is social traffic converting (first touch attribution)
- 20. @Rob Bertholf eCommerce Manager ● Which products are selling best? ● How is your cart abandonment?
- 21. @Rob Bertholf Executive ● What marketing efforts are working? ○ Traditional Marketing ○ Banner Ads ○ Search Engines / SEO ○ Paid Marketing / PPC ○ Email ● How well are you engaging? ● How well are you converting?
- 23. @Rob Bertholf How to collect the data? The main two ways to collect data are: ● Server Log ● Browser Client *Also in-platform analytics on Social Networks.
- 24. @Rob Bertholf Server Log index.html truck.jpg Web Server aa_logo.jpg Chrome http://www.domain.com Hello World!
- 25. @Rob Bertholf Browser Client index.html truck.jpg Web Server aa_logo.jpg Chrome http://www.domain.com Hello World!
- 26. @Rob Bertholf How is data collected? Browser Client analytical tools use a javascript code to collect data: <script type="text/javascript"> ... </script>
- 27. @Rob Bertholf Script Sends Data to Server view-source:yourdomain.com Your Site - Chrome <html> <head> <script>...</script> ... </head> <body> ... </body> </html> Analytics Server https://sitecatalyst.omniture.com Analytics Dashboard - Chrome Web Analytics Tool
- 28. @Rob Bertholf Add Tracking Code to Every Page
- 29. @Rob Bertholf Google Analytics Tracking Code <script type="text/javascript"> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1; a.src=g;m.parentNode.insertBefore(a,m) }) (window,document,'script','//www.google-analytics.com/analytics.js','g a'); ga('create', 'UA-10760551-1', 'auto'); ga('send', 'pageview'); </script>
- 30. @Rob Bertholf Adobe Analytics Tracking Code <script type="text/javascript"> window.COOKIE_DOMAIN = '.autoanything.com'; window.IMAGE_URL = 'http://b.cdnbrm.com/images/v4/i/global'; window.WEBSITE_URL = 'http://www.autoanything.com'; window.WEBSITE_URL_SECURE = 'https://secure.autoanything.com'; window.CART_ID = 0; window.VEHICLE_ID = 0; window.VISIT_ID = 1536780367; window.VISITOR_ID = 1891948369; var MEMBER_ID = $.cookie('member_id'); var ORDER_ID = 0;// $.cookie('order_id'); …
- 31. @Rob Bertholf Adobe Analytics Tracking Code (Cont.) <script async type="text/javascript"> var OMNITURE_PROPERTIES = {}; OMNITURE_PROPERTIES.server = 'www.domain.com'; OMNITURE_PROPERTIES.prop37 = 'v4'; OMNITURE_PROPERTIES.prop38 = '1536330367'; OMNITURE_PROPERTIES.transactionID = '153380367'; OMNITURE_PROPERTIES.prop13 = 'Logged Out'; OMNITURE_PROPERTIES.prop7 = 'None'; OMNITURE_PROPERTIES.prop6 = 'Homepage'; OMNITURE_PROPERTIES.pageName = 'Home:/:'; OMNITURE_PROPERTIES.channel = 'Home'; </script>
- 32. ClickTale.com
- 33. CrazyEgg.com
- 34. Google Analytics
- 35. @Rob Bertholf Evolution of Google Analytics Urchin 2005: urchin.js 2007: ga.js 2012: analytics.js
- 36. @Rob Bertholf Now we will cover... ● Creating Google Analytics Account ● Installing Google Analytics in your Website ● Configuring your profile with best practices ● Setting goals and defining success ● Content Marketing ● Breaking down by channel
- 37. @Rob Bertholf How to get Google Analytics Quick overview for installing Analytics
- 38. @Rob Bertholf Register at Google.com/Analytics
- 39. @Rob Bertholf Create a New Account
- 40. @Rob Bertholf Pick your preferences
- 42. @Rob Bertholf Get Your Code
- 43. @Rob Bertholf Install Into Website via WordPress PluginManually < />
- 45. @Rob Bertholf Yoast Google Analytics
- 46. @Rob Bertholf Yoast Google Analytics
- 49. @Rob Bertholf Good to Know ● Omniture Setups are always custom
- 51. @Rob Bertholf Report Suite Selection
- 55. @Rob Bertholf Define New Metrics
- 57. @Rob Bertholf Google Analytics Demo of Google Analytics
- 58. @Rob Bertholf Test drive Google Analytics. Vroom. http://google.com/analytics
- 59. @Rob Bertholf Tour ● Select Account ● Report ● Custom Reporting ● Admin (Settings)
- 60. @Rob Bertholf Adding Filters Garbage in, Garbage out.
- 61. @Rob Bertholf But First! Create initial profiles: ● Raw Data: no filters, unaltered, pure data ● Test Data: the testing ground where you install filters, set goals and add stuff that alters the data. Once you know it’s working, then you add it to the Master Data profile. ● Master Data: the working copy of your data, this is the data you use for reporting.
- 62. @Rob Bertholf Filter Your Data (Master Profile)
- 63. @Rob Bertholf Regular Expressions (RegEx) See side two of handout for information.
- 64. @Rob Bertholf Settings > Connect: ● Google AdWords This will allow you to share data across Google Analytics and AdWords ● Google AdSense This will allow you to see how content is performing with Google AdSense ● Google Webmaster Tools This will allow you to share Webmaster Tools data with Google Analytics
- 65. @Rob Bertholf Answer the most important question: How many hits does my website get?
- 66. @Rob Bertholf Is this the right question to ask? HIT COUNTER You are visitor number 0 0 0 1 2 8 2 8 2 9 1 . since 1995
- 67. @Rob Bertholf Progression of Metrics Hits Page Views Visits / Session Unique Visit Unique User
- 68. @Rob Bertholf Hits ● Each request from the browser to the web server is an individual hit. ● Multiple hits generated each time the page loads.
- 69. @Rob Bertholf ● Number of times a web page has been displayed. Page Views
- 70. @Rob Bertholf Visit (Session) ● Could be the same person in different sessions ● Good to understand what people do during a visit (ie. pages per visit, time per visit, etc.)
- 71. @Rob Bertholf Unique Visit ● The uniquely identified client that is generating page views or hits within a defined time period.
- 72. @Rob Bertholf Unique User ● Identified from logging into a site with a username and password or other method ● Can track user despite the computer they use to access the site
- 73. @Rob Bertholf Acquisition: How are you getting your visitors?
- 74. Overview >
- 75. @Rob Bertholf Two main channels of web analytics Safari / Chrome / Firefox / Internet Explorer http://yourdomain.comURL: Click on the link to this really great website at http://yourdomain.com Direct Referral
- 76. @Rob Bertholf Referral Traffic “Referral” is what is left over after you remove traffic from the Search Engines and Social Media
- 77. @Rob Bertholf #PROTIP: Filter Organic Traffic Remove branded keywords from Organic search traffic. These should be “Direct”: www.mydomain.comGoogle Your Company NameGoogle
- 78. @Rob Bertholf #PROTIP: Filter Organic Keywords
- 79. @Rob Bertholf Back to the data! Best Google Analytics view is: Acquisition > Channels
- 80. Channels
- 81. @Rob Bertholf New Term: Bounce Rate ● The percentage of visitors to a particular website who navigate away from the site after viewing only one page. ● Target range < 25% - 40% ● Drill down to specific Source to troubleshoot
- 82. @Rob Bertholf #PROTIP: Decrease Bounce Rate How many of your employees use your website as your start page?
- 83. @Rob Bertholf Find your IP address
- 84. @Rob Bertholf Filter Your Data
- 85. Organic Traffic
- 86. Social
- 87. @Rob Bertholf Audience: Who is visiting your website?
- 88. Audience >
- 89. @Rob Bertholf Additional Code Needed Need to add: ga('require', 'displayfeatures'); or use: https://wordpress.org/plugins/google-universal-analytics/
- 90. Browser
- 91. @Rob Bertholf #PROTIP: Browserstack Use www.BrowserStack.com to test your website on multiple browsers to see how your customers see your site!
- 92. Mobile
- 93. @Rob Bertholf Mobile Traffic What percentage of users are coming from mobile devices? How do they see your website from a mobile device? Is your website “Responsive”?
- 94. @Rob Bertholf Behavior & Conversion __
- 95. @Rob Bertholf Desired Takeaways ● Create ways to track conversion ● Determining ROI
- 96. @Rob Bertholf Terms to Know ● Organic/Paid Queries ● Segment ● Report Suite ● Metrics
- 97. @Rob Bertholf Behavior How effective is your site?
- 98. Behavior >
- 99. Landing Pages
- 100. Exit Pages
- 101. @Rob Bertholf #PROTIP: Decrease Exit Rate Find pages which have high exit rate (and are not your driving directions or contact page) and add a call to action to re-engage the visitor.
- 102. @Rob Bertholf More at Google WebMaster Tools Improve Your Performance!
- 103. Page Speed
- 104. Suggestions
- 105. @Rob Bertholf Visualized Data Understand your visitors behavior!
- 106. Site Search
- 107. In Page Analytics
- 108. Visitor Flow
- 109. @Rob Bertholf Visitor Flow Study your visitor flow! Where are you losing your visitors? How logical is your navigation structure? How easy is it to find your menu?
- 110. @Rob Bertholf Conversion Is it driving the intended actions?
- 111. @Rob Bertholf Progression of Conversion Events Goals eCommerce
- 113. @Rob Bertholf Event ● Event tracking is a simple way to track how users are interacting with your site. You can track just about anything such as videos played, submitted forms, if people scroll through your content, or downloads. ga('send', 'event', 'button', 'click', 'nav buttons', 4);
- 114. Events
- 115. Top Events
- 117. @Rob Bertholf Goal ● This should be a wide range of activities such as purchases, contact form completions, creating an account, time on site, signing up for a newsletter, etc. ● Associate monetary value with these goals if possible.
- 118. @Rob Bertholf Funnel Visualization ● Where do we lose the visitor? (Multi step form or conversion path)
- 120. @Rob Bertholf eCommerce ● Ecommerce tracking will allow you to understand not only how much revenue you're making but what channels are responsible for driving revenue
- 122. @Rob Bertholf http://robbertholf.com See SEO tutorial for Google Webmaster Tools information
- 124. @Rob Bertholf Native Analytics ● Facebook Insights ● Twitter: Hootsuite/SproutSocial/SManalyzed ● Instagram: IconoSquare.com
- 127. @Rob Bertholf What were your thoughts? Please tweet: “Just finished #Analytics course with @Rob. It was _________”