Greenwich Library workshop google analytics 12.8.15
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This document provides an introduction to Google Analytics. It begins with an overview of the presenter's background and experience in online marketing and search engine optimization. It then discusses key concepts in web analytics including traffic sources, popular content, visitor demographics and goal conversions. The remainder of the document focuses on setting up a Google Analytics account properly and reviewing important reports like audience overview, traffic sources and goal conversions to derive meaningful insights and take action.
Greenwich Library workshop google analytics 12.8.15
- 1. Introduction to Google Analytics
- 2. • Started Internet Career in 1994 • The Journal News • Online Marketing Director, 1996 – 2000 Search Smart Marketing www.isearchsmart.com 400 Columbus Avenue Valhalla, NY 10595 914.432.3083 243 Tresser Blvd. Stamford, CT 06901 914.883.1506 • Online Marketing Director, 1996 – 2000 • Launched first web sites • Wahlstrom Group, 2000 - 2006 • IPG Company ▫ VP, Managing Director Interactive Media • Search Smart Marketing • Launched 2006 • Adjunct Professor, Fordham University
- 3. Audience Share by EngineGoogle Share: Approximately 67% Search Engines Audience Share Google Yahoo MSN AOL Ask
- 4. A strategic, integrated approach to marketing via Search sites. 1. Search Engine Optimization (SEO) – “Organic” or “Unpaid” Search Algorithmic, crawler-based search approach Website Content, Architecture, Coding, Links, Web “footprint”, 1. Pay-per-Click (PPC) – Paid Search Keyword position control, result-oriented Search Engine Marketing Overview Bid for Position, Pay-per-Click Syndication Networks – Google, Bing Brand Protection, Message/Position Control 2. Local /Social Search Local Profiles – ex. Google+ Directory Citations Review Management Intersection with Social Media
- 5. The Evolution of Search Engines
- 9. Local Search
- 10. Mobilegeddon!!! Google Mobile Algorithm Update Rolled out April 21, 2015 Objective: Improve mobile search experience Mobile-friendly sites are given greater consideration Goal is still to provide best search resultsGoal is still to provide best search results Google Mobile-Friendly Test www.google.com/webmasters/tools/mobi le-friendly MD Building Services is not mobile-friendly
- 13. What Is Analytics? • Definition ▫ Analytics is the discovery and communication of meaningful patterns in data ▫ Web analytics is the measurement, collection,▫ Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web marketing ▫ Why is it FREE? Source: Wikipedia
- 15. Types of Analytics • Onsite ▫ Visitors ▫ # of Pages Viewed ▫ Time on Site ▫ Popular Content▫ Popular Content ▫ Common Exit Pages ▫ Actions Completed • Offsite ▫ Potential customer pool (search opportunity) ▫ Share of Voice (visibility) ▫ Commentary (reviews, social engagement)
- 16. Google Analytics 101 • Terminology • Proper Set-up • Top 5 Reports • Turning Findings into Actions
- 20. Analytics Lingo • Tracking Code ▫ JavaScript placed on each page of your site • Tracking URL ▫ Web Address of the page on your site you want to direct visitors to + relevant marketing infodirect visitors to + relevant marketing info • Campaign ▫ Marketing initiative; Email Blast; Paid Search Ads • Traffic Source ▫ A website or external link sending visitors to your site
- 21. Google Analytics Setup • Free account ▫ www.google.com/analytics • Link to AdWords ▫ Adwords.Google.com • Search Console (formerly Webmaster) ▫ https://console.developers.google.com/ • Define Goals and Conversion Funnels
- 22. Analytics Tracking – Tag Everything! • What ▫ Pay-Per-Click (CPC) ▫ Email ▫ Social Buttons, Posts ▫ Display • How ▫ AdWords Auto-Tagging ▫ Tracking URL Builder SEARCH: Google Analytics Tracking URL Builder http://support.google.com/analytics/answer/1033867?hl=en
- 23. Reviewing Your Data – Report #1
- 24. Report #1 – Audience Overview • Derive Meaning ▫ Compare Month1 vs. Month2 ▫ Have visits increased? Decreased? Remained flat? ▫ Major shifts in bounce rate or new visitors?▫ Major shifts in bounce rate or new visitors? • Take Action ▫ Are you aware of any recent changes in: Marketing activities PR coverage Offline events ▫ Move onto Traffic Sources to determine cause of increase or decrease in visits
- 25. Reviewing Your Data – Report #2
- 26. Report #2 – Traffic Sources • What sites are delivering visitors to your website? • Traffic Source Types ▫ Direct to Site ▫ Organic Search▫ Organic Search ▫ Paid Search ▫ Referral • Referral sources include Social Media, PR & Blogs
- 27. Reviewing Your Data – Report #3
- 28. Report #3 – Popular Site Content • Derive Meaning ▫ What pages of your site are visitors drawn to? ▫ What pages do people visit, then immediately leave your site? • Take Action• Take Action ▫ Popular Content Create more content of a similar nature Send relevant paid search traffic here ▫ High Bounce Rate Revise the text on the page Misleading keywords? Try a new layout
- 29. Reviewing Your Data – Report #4
- 30. Reviewing Your Data – Report #4
- 31. Report #4 – Visitor Information • Derive Meaning ▫ Where are most of your visitors located? ▫ Do they fall within your area of service? • Take Action ▫ Increase advertising or sales activity in low volume/high response areas ▫ Increase advertising or sales activity in low volume/high response areas ▫ Review paid search targeting settings if traffic is coming from outside of your service area ▫ Remove any geographic references to areas you do not serve that are mentioned on the website ▫ Use insights for other marketing activity; advertise in local newspaper or other medium?
- 32. Reviewing Your Data – Report #5
- 33. Report #5 – Goal Conversions • Online Purchase ▫ ecommerce transaction • Micro-Conversion • Downloads ▫ White Paper ▫ Brochure • Micro-Conversion ▫ Visits to Contact Us • Contact Actions ▫ Form Submission ▫ Newsletter Sign-up • Site Engagement ▫ Pages per visits ▫ Time on site • Social Engagement ▫ Blog comment
- 34. Reviewing Your Data – Report #5
- 35. Report #5 – Goal Conversions • Derive Meaning ▫ What action(s) do you want people to take? ▫ Define GA Goal for that page URL • Take Action• Take Action ▫ Are your marketing efforts generating the desired action(s)? ▫ Which efforts are performing best? ▫ Do under-performing campaigns have a clear call to action?
- 36. Key Takeaways • Proper Setup Ensures Maximum Data Collection • Don’t Get Lost in the Details > Focus on Actionable Information • Recommended Reports ▫ Audience Overview ▫ Traffic Sources ▫ Popular Site Content ▫ Visitor Information – Geographic Location ▫ Goals/Conversion Performance
- 38. Mobile, Mobile, Mobile, Mobile
- 41. Google Moves to Secure Search SSL (Secure Sockets Layer) is the standard security technology for establishing an encrypted link between a web server and a browser. This link ensures that all data passed between the web server and browsers remain private and integral.
- 42. ‘Not Provided’ Organic Search Data
- 43. Other Tools: Search Console
- 44. Other Tools: Search Console
- 45. Other Tools: Search Console
- 46. Other Tools: Search Console
- 47. Other Tools: Search Console
- 48. Other Tools: Phone Call Tracking
- 49. One Final Tool