Intermediate Google Analytics, Beyond the Basics
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This document summarizes an intermediate Google Analytics training session which covered key metrics like bounce rate and traffic sources, how to set up email notifications, goals and funnels, advanced filters, and campaign monitoring. It provides examples of setting up campaign tracking codes to differentiate the performance of different marketing campaigns and buttons on a website. The trainer recommends focusing analytics reporting on key metrics like visits, traffic sources, conversions and goals.
Intermediate Google Analytics, Beyond the Basics
- 1. Intermediate Google AnalyticsCaitlin KaluzaSearch Engine Marketing Manager Schipul@qcait | Slideshare.net/qcait
- 3. Dashboard DefinitionsBounce Rate = only visited one page (then “bounced”)<50% is a good bounce rate
- 4. Visitors TabAverage Schipul Client Mobile 5-7%
- 5. Traffic Sources TabHealthy Search Engines Percent is 60% - 75%
- 6. Keywords & ContentLook for “non branded keywords,” surprise keywords that are sticking, misspellings and laymen’s terms
- 7. What We Will CoverEmail NotificationsGoal Setting and Goal FunnelsCreating Advanced FiltersMonitoring Campaigns
- 9. Email NotificationsFrom any report, schedule emailWeekly, monthly, quarterlyPerson who is emailed doesn’t need Analytics access
- 12. Can go back and make changes as needed
- 14. Create Custom AlertsDaily, weekly, monthlyIntelligence tab
- 16. Goal Setting and Goal Funnels
- 17. Goal Set UpGoals are located in SettingsAllowed 4 sets of 5Three types:URL DestinationTime on SitePages/VisitAdds a tab to all reports
- 20. Funnel
- 21. Funnel Reporting
- 22. Goal Tab
- 23. Advanced Filters
- 25. For more Complex Reports, Try the New Interface
- 29. Google URL BuilderAdd tracking code to any URL to notify Google Analytics what campaign it came fromhttp://www.google.com/support/analytics/bin/answer.py?answer=55578
- 30. Enter the URL of the pageAdd the Source, Medium, and NameTerm and Content are optional Click SubmitURL will look like: http://houstonzoo.org/support/?utm_source=houstonzoo&utm_medium=template_top_banner&utm_campaign=Tiger_Donate_Link
- 31. Example Sources:googlenewslettereventExample Medium:cpcbanneremaillinkExample Name:may2011newsletterAnnualconference2011Come up with a system of how your Campaigns are labeled and keep it consistentTerm can be used to define the keyword, content can be used to differentiate one ad verses another.
- 32. Example Scenario – Which Donate Button is Working?For this site we added different tracking code for the red donate button vs. the donate link in the headerWe set up each as a separate Campaign so we can view the success of one vs. the other.
- 33. ResultsFrom Google Analytics, under Traffic Sources > Campaigns, we can view all of the Campaigns:The Red Button gets 4x the visits
- 34. Which Reports should I be Worried About?
- 35. MetricsVisitsCompare month over month and year over year if possibleBe aware of seasonal trendsVisitorsAverage pages per visitTime on siteBounce rateTraffic SourcesKeywords – especially non-branded (exclude your name)Visits from SearchVisits from Social Media, YouTube, etc.ConversionsOnline contact formsNewsletter Sign UpsIs your phone ringing?
- 36. Questions?Caitlin KaluzaSearch Engine Marketing ManagerSchipul@qcait | slideshare.net/qcait