How to Use Google Analytics With Your Hub for More Data-Driven Marketing
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This document outlines how to connect an Uberflip Hub to Google Analytics to gain more data-driven insights. It discusses setting up the connection in three steps and then delves into various Google Analytics features to further analyze hub traffic, including acquisition reports, filters, bounce rates, benchmarks, events/goals, and Webmaster Tools. Integrating Google Analytics and AdWords is also recommended to measure paid search campaigns. The overall message is that leveraging Google Analytics can provide valuable data to optimize a hub and marketing strategy.
How to Use Google Analytics With Your Hub for More Data-Driven Marketing
- 1. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar How to Use Google Analytics with Your Hub for More Data-Driven Marketing Sam Brennand Customer Success Lead
- 2. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinarHow to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar HOUSEKEEPING! Get your tweet on and join the conversation with #uberwebinar We’ll send slides and the recording Q&A at the end - ask questions in the chat box! (If we run out of time, tweet or email us!)
- 3. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar WHAT THE HECK IS GOOGLE ANALYTICS?
- 4. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar The world’s favorite analytics tool, used by 30,000,000 websites. Duh!
- 5. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar HOW TO CONNECT YOUR HUB TO GOOGLE ANALYTICS
- 6. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar CONNECTING GOOGLE ANALYTICS 1 2 3
- 7. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar
- 8. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar HOW TO GO FURTHER WITH YOUR HUB & GOOGLE ANALYTICS (1) Acquisition (2) Filters (3) Bounce Rates & Exit Pages (4) Benchmarking (5) Events & Goal Conversions (6) Webmaster Tools
- 9. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar (1) ACQUISITION Understanding the how • Uberflip and Marketing Automation have your ‘5Ws’ covered…but what about ‘H’? • Understand how visitors are making their way to your Hub (a.k.a. what’s working) • Dig deeper • Organic Search • Referrals • Direct • Social • Paid Search • Email
- 10. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar (1) ACQUISITION Understanding the how • Uberflip and Marketing Automation have your ‘5Ws’ covered…but what about ‘H’? • Understand how visitors are making their way to your Hub (a.k.a. what’s working) • Dig deeper • Organic Search • Referrals • Direct • Social • Paid Search • Email Top Channels Jul 1, 2015 – Jul 29, 2015 Organic Search (Other) Referral Direct Paid Search Social Email
- 11. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar (1) ACQUISITION Using UTM parameters • UTM stands for “Urchin Tracking Monitor” • By adding UTM parameters to the URLs you distribute, it’s easy to understand how users end up on your Hub and to track the ROI of specific channels, mediums, and campaigns • For example…
- 12. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar https://hub.uberflip.com/h/i/12345678-blog- post?utm_source=Twitter&utm_medium=socialmedia&utm_campaign=July2015&ut m_content=Variant1 For example… The following acquisition/attribution information will flow into Google Analytics: Source: Twitter Medium: Social Media Campaign: July2015 Content: Ad Variant 1
- 13. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar (1) ACQUISITION Acquisition reporting can help you answer the ‘How?’ Google Analytics Channel reports will help you understand where your audience is coming from Digging deeper will help you understand your best channels Using UTM parameters on every distributed URL can help you nail your attribution Takeaways Step-by-Step Instructions:
- 14. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar (2) CREATE FILTERS Find exactly what you’re after • Limit traffic to just the specific acquisition Channels you care about • Exclude specific IP addresses or domains from your reporting (i.e. your company’s) • Analyze traffic to a specific (or a specific group) of Hub(s) or Flipbook(s)
- 15. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar 1 2 3
- 16. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar (2) CREATE FILTERS Limiting traffic through Filters can help you filter out the noise and focus on what matters Filters can help with segmentation Make things a little bit easier Takeaways Step-by-Step Instructions:
- 17. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar (3) BOUNCES & EXITS Are your visitors finding what • Bounce Rate – “The percentage of single- page sessions (i.e. in which a person left your site without interacting with the page) • Exit Pages – Pages that are causing your visitors to jump ship they’re looking for?
- 18. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar 1 2 3
- 19. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar (3) BOUNCES & EXITS Aim for zero! Identify the Items and Streams inside your Hub with high bounce rates and try to understand the root cause Take the time to understand why your Exit Pages are pushing visitors away from your Hub Optimize, optimize, optimize Takeaways Step-by-Step Instructions:
- 20. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar (4) BENCHMARKS How do you stack up? • 90% of content marketers aren’t sure how to measure the success of their content marketing efforts. One way? Benchmarks! • Compare yourself to others in your industry, country/region, and daily sessionsize
- 21. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar 1 2
- 22. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar (4) BENCHMARKS Benchmarks can help you understand the performance of your content marketing program relative to others in your space Ensure you are benchmarking across multiple dimensions, such as sessions, % of new sessions, average session duration, and pages per session Takeaways Step-by-Step Instructions:
- 23. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar (5) EVENTS & GOALS Use Events to understand the • Eyeballs just aren’t enough anymore • Setting Goals in Google Analytics can help • Fire Events into Google Analytics for any keyactivities you wish to analyze and set Goals to track and measure your performance effectiveness of your Form CTAs
- 24. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar 1 2 3
- 25. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar 4 5
- 26. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar (5) EVENTS & GOALS Event Tracking will allow you to fire Events into Google Analytics for key activities (like Form CTA submissions) while Goal Conversions can help you understand your performance Use Events & Goals to track your effectiveness at enticing your visitors to take some type of next step Use Events & Goals to gain a better understanding of ROI Takeaways Step-by-Step Instructions:
- 27. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar (6) WEBMASTER TOOLS The tool of the future • Webmaster Tools lets you see your Hub from Google’s perspective • Integrating your Google Analytics account with Webmaster Tools gives you 360° insight into all things Google • Crawl Errors • Keyword Insights and Search Query Info • Sitemaps • URL Removals • Index Requests
- 28. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar Source – http://bit.ly/1kSlSus
- 29. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar (6) WEBMASTER TOOLS Connect Google Analytics with Webmaster Tools ASAP Understand where you can make improvements to your Hub Item’s titles and meta descriptions Understand how specific keywords are driving traffic to key pages inside your Hub Submit sitemaps to ensure Google sees your entire Hub Takeaways Step-by-Step Instructions:
- 30. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar ADWORDS CONVERSIONS • If you’re driving paid traffic to your Hub through Google AdWords, ensuring you have AdWords and Google Analytics integrated is key • “Linking AdWords and Google Analytics gives you access to the entire picture of customer behavior, from ad click or impression through your site to conversion.” BONUS! Measure your PPC campaigns
- 31. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar Source – http://bit.ly/1kSlSus 1 2
- 32. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar Source – http://bit.ly/1kSlSus 3 4
- 33. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar Source – http://bit.ly/1I9eFfI 5
- 34. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar ADWORDS CONVERSIONS Integrating AdWords with Google Analytics will give you insight into how paid traffic is engaging on your Hub Use the information you gain from Google Analytics to make smarter marketing decisions in AdWords More traffic to your Hub is always a good thing Takeaways Step-by-Step Instructions: BONUS!
- 35. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar Things to Think About Who’s at the Google Analytics reigns at your company? Do you have Webmaster Tools and AdWords integrated? How can you use insights from Google Analytics as part of your overall content strategy?
- 36. How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar THANK YOU! QUESTIONS? @uberflip @sambrennand info@uberflip.com hub.uberflip.com