Using Google Analytics to improve your digital marketing and website
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The document outlines the use of Google Analytics to enhance digital marketing and website performance, detailing its key metrics, reporting types, and the transition to GA4. It emphasizes the importance of understanding user behavior, acquisition channels, and setting goals for effective online performance. Lastly, it encourages partnering with agencies for analytics setup and strategy development to maximize ROI.
Using Google Analytics to improve your digital marketing and website
- 1. Using Google Analytics to Improve Your Digital Marketing and Website
- 2. Overview • About me • About rezStream • Value of Google Analytics • Important Metrics • Reports • GA4 • Recap • Q&A 2 www.rezStream.com
- 3. About Me www.rezStream.com 3 Search Engine Marketing Specialist 1.5 years with rezStream Originally from the Midwest Engaged Enjoys golfing, hiking, and traveling with dog
- 4. About rezStream www.rezStream.com 4 Small company of caring and passionate individuals View ourselves as an extension of your team 100 years of combined industry experience Suite of solutions focused on helping independently-owned properties
- 6. What is Google Analytics? www.rezStream.com 6 • What is on the other side of the screen • Web analytics service • Tracks and reports online performance • Free
- 7. Impact of Google Analytics www.rezStream.com 7 Track online performance Understand your guests Identify the right channels Improve your SEO Increase your ROI
- 9. Evaluation Metrics www.rezStream.com 9 • Users: A user is a unique or new visitor to the website. • Bounce rate: The percentage of visitors who viewed only a single page. • Sessions: The group of visitor interactions that happen in a 30-minute window of activity. • Average session duration: How long on average each visitor stays on the site. • Pageviews: Total number of pages viewed. • Pages per session: The average number of page views per session. • E-Commerce Conversion Rate: The ratio of transactions to sessions, expressed as a percentage. • Transactions: Online bookings. • Revenue: The dollar amount of an online booking.
- 10. Sample Footer Text 10
- 11. Sample Footer Text 11
- 13. Types of Reports www.rezStream.com 13 Audience Acquisition Behavior Conversions
- 14. Audience Reports www.rezStream.com 14 What type of market should you target? Learn about your visitor demographic, geography, and how your content is received by your website users. Reports: Demographics, Geo, Behavior, and Mobile
- 15. Audience Demographics: Overview Sample Footer Text 15
- 16. Audience Geo: Language Sample Footer Text 16
- 17. Audience Geo: Location Sample Footer Text 17
- 18. Audience Behavior: New vs. Returning Sample Footer Text 18
- 19. Audience Mobile: Overview Sample Footer Text 19
- 20. Acquisition Reports www.rezStream.com 20 How are users getting to your site? Which marketing channels are performing the best? Which channels should you put more focus on? Report: All Traffic
- 22. Acquisition All Traffic: Channels Sample Footer Text 22
- 23. Acquisition All Traffic: Source/Medium Sample Footer Text 23
- 24. Behavior Reports www.rezStream.com 24 See trends of what website users are doing while they’re on your website. Report: Site Content
- 25. Behavior Site Content: All Pages Sample Footer Text 25
- 26. Behavior Site Content: Landing Pages Sample Footer Text 26
- 27. Behavior Site Content: Exit Pages Sample Footer Text 27
- 28. Conversion Reports www.rezStream.com 28 Track the path users take to complete goals (Bookings, Form Completions, etc.). Reports: Goals and Multi-Channel Funnels
- 29. What are goals in Google Analytics? Sample Footer Text 29 • Should be the priority when setting up your account • Without goals, your conversions reports will be blank • Help evaluate the effectiveness of online performance • Be clear on your website’s purpose • What is your website for? • Why do you have your website? • What do you want users to do on your site? • Example goals: • Desktop reservations • Mobile reservations • Inquiry form completions
- 30. Conversions Goals: Funnel Visualization Sample Footer Text 30
- 31. Conversions Multi-Channel Funnels: Assisted Conversions Sample Footer Text 31
- 32. GA4 The next generation of Google Analytics www.rezStream.com
- 33. GA4 www.rezStream.com 33 • Upgrading from Universal to GA4 in July 2023. • Advantages • Machine learning and artificial intelligence (AI) tools • Deeper integration with Google Ads • Privacy-focused
- 34. Recap 1) Partner up with an agency who can set up Google Analytics 2) Use Google Analytics reports to evaluate and improve your website and digital marketing. 3) rezStream can assist with the above including setting up a Universal and GA4 property, generating and evaluating reports, plus creating a strategy to improve online performance. www.rezStream.com 34
- 35. Q&A K N O W L E D G E I S P O W E R
- 36. Visit the rezStream Education Center for upcoming webinars, past blogs, and resource guides. 36 rezStream.com/Education www.rezStream.com
- 37. Thank You Cierra Pulse, SEM Specialist Please forward all questions regarding this webinar to: • Sales@rezStream.com • (303) 872-0220 • www.rezStream.com 37 www.rezStream.com