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Google Analytics & Webmaster Tools- YOUR PATH TO BETTER REPORTING & ACTIONABLE INSIGHTS
KEVIN PIKE
2Kevin@RankFuse.com | 913-523-6234
• President , Rank Fuse Interactive
• 10 Years of Agency Experience:
• Google AdWords Certified• Google Analytics Certified• 3rd Most Popular Google Analytics Dashboard
Today’s Objectives:• Setup
• Google Tag Manager• Google Analytics• Webmaster Tools• Connecting Accounts• Conversion Tracking
• Reporting Essentials• Data Fundamentals• Getting Keyword Data Back• Campaign Tracking
• Putting it all together• Actionable Insights• Dashboards• Automatic Alerts
Start with SetupACCOUNT CREATION, PIXEL PLACEMENT, & SITE VERIFICATION
Google Tag Manager
5
Why Should I Use GTM?
Benefits:1. Manage All Tags in One Place
2. Manage Tag Firing
3. Track Outbound Links & Downloads
4. Track AJAX Form Submissions
5. Assign GTM Users / Restrict Website Access
6. Build For the Future
Google Tag Manager
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Step 1: Setup Account: http://www.google.com/tagmanager/
Google Tag Manager
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Step 2: Setup Container For Your Website
Google Tag Manager
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Step 3: Paste Tag Manager Code On Every Page
Google Tag Manager
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Example: Add Tag Manager to a WordPress Website
Step 1. Go to Editor
Step 2. Select header.php file Step 3. Find <body> tag
Step 4. Paste Tag Manager Code
Step 5. Click Update File.
Google Tag Manager
10
Congratulations, the hard part is over!
Google Analytics Setup1. Go to http://www.google.com/analytics/ and sign up for a free account.
2. Complete form fields until you gain tracking code like this:
3. Copy your tracking ID number and head back to Google Tag Manager.
11
Google Tag Manager
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Create New Tag
Google Tag Manager
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Click on Google Analytics
Google Tag Manager
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Google Analytics Tag Settings:1. Product = Google Analytics2. Tag Type = Universal Analytics3. Enable Ad Features = True4. Track Type = Page View5. Fire On = All Pages
Google Tag Manager
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Don’t Forget To Click Publish!
Google Analytics
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Confirm Your Tag is Firing With Real-Time Reporting
Google Analytics SetupStop Tracking Yourself & Bots
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1. Go back to Google Analytics admin view & create a new profile :
2. Filter all known bots from new profile settings:
3. Filter Your Office IP Address:
Today’s Objectives:• Setup
• Google Tag Manager• Google Analytics• Webmaster Tools• Connecting Accounts• Conversion Tracking
• Reporting Essentials• Data Fundamentals• Getting Keyword Data Back• Campaign Tracking
• Putting it all together• Actionable Insights• Dashboards• Automatic Alerts
Google Webmaster Tools
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Login: https://www.google.com/webmasters/tools/
Add Property
Google Webmaster Tools
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Verify With Google Tag Manager
Connecting Data
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Add Webmaster Tools Data to Analytics
1. Go Back to Google Analytics.2. Click Admin3. Click Property Settings4. Scroll to bottom of the next
page & click on adjust webmaster tools.
Google Webmaster Tools
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On the next screen click the edit link:
Select your URL from the search console and click save:
Connecting Data
23
Adding Adwords Data to Analytics
1. Go Back to Google Analytics.2. Click Admin3. Click AdWords Linking4. Select Adwords Account on
next page.5. Click Continue.
Connecting Data
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PRO Tip – Build Retargeting Audience Early
Setup: Property Settings >> Remarketing
Audience Examples: 1. All Users.2. Users who only visited once.3. Returning Users.4. Retarget only paying customers with
similar product ads.5. Retarget people who abandoned
shopping cart.
Today’s Objectives:• Setup
• Google Tag Manager• Google Analytics• Webmaster Tools• Connecting Accounts• Conversion Tracking
• Reporting Essentials• Data Fundamentals• Getting Keyword Data Back• Campaign Tracking
• Putting it all together• Actionable Insights• Dashboards• Automatic Alerts
Google Analytics Conversions
26
Engagement Goals vs. Ecommerce
Visit
Request Info
Thank
You
Shop
Add to Cart
Order
Confirmatio
n
What is Important To You?
•Email leads•Trial signups•Ebook downloads•Account creations•Newsletter signups•White paper downloads
Ecommerce Conversions
27
Ecommerce Tracking is Off by Default
Ecommerce Conversions
28
Most Modern Carts Systems Are Google Analytics Ready
Ecommerce Conversions
29
Final Steps Vary by PlatformMagneto: http://www.magentocommerce.com/magento-connect/google-universal-analytics-1.html
WooCommerce: https://wordpress.org/plugins/woocommerce-google-analytics-integration/
Virtuemart: http://extensions.joomla.org/extension/vm-transaction-tracker-for-google-analytics
Shopify: https://www.shopify.com/blog/14681601-google-analytics-for-ecommerce-a-beginners-guide
SquareSpace: http://answers.squarespace.com/questions/15200/how-do-i-use-google-analytics-e-commerce-with-squarespace
Ecommerce Conversions
30
Once Setup, You Should Have Product Data For Each Purchase
Google Analytics Conversions
31
Engagement Goals vs. Ecommerce
Visit
Request Info
Thank
You
Shop
Add to Cart
Order
Confirmatio
n
What is Important To You?
Goal Conversions
32
Google Analytics Setup
.
.
.
Conversion Funnel Setup
33
Front End Analytics
.
.
Google Analytics Conversions
34
Setup Multiple Goals For Each Action
Today’s Objectives:• Setup
• Google Tag Manager• Google Analytics• Webmaster Tools• Connecting Accounts• Conversion Tracking
• Reporting Essentials• Data Fundamentals• Getting Keyword Data Back• Campaign Tracking
• Putting it all together• Actionable Insights• Dashboards• Automatic Alerts
Data Fundamentals
36
Fundamentals Under Each Section
37
• Conversions• Goals by source• Top goal paths• Multi-Attribution & ROI performance
• Acquisition• Search Engine Traffic
• Paid traffic (AdWords) vs. organic search• Referral Traffic
• PR/News• Directories• Social traffic
• Direct Traffic• URL typed directly in to address bar• Non-cookie browsers• Some email links• Etc.
• Campaign Traffic• Banner ads, QR codes, sponsored stories, etc.
• Audience Engagement• Pages-per-session• Time-on-site• Bounce rage
• Behavior• Top content• Top landing pages• Events
What About Keyword Data?
Today’s Objectives:• Setup
• Google Tag Manager• Google Analytics• Webmaster Tools• Connecting Accounts• Conversion Tracking
• Reporting Essentials• Data Fundamentals• Getting Keyword Data Back• Campaign Tracking
• Putting it all together• Actionable Insights• Dashboards• Automatic Alerts
Keyword Level Data
39
Analytics Will Report Most Keywords as “Not Provided”
We Can Get Some Data Back From Webmaster Tools
Keyword Level Data
40
Webmaster Tools to the Rescue
Today’s Objectives:• Setup
• Google Tag Manager• Google Analytics• Webmaster Tools• Connecting Accounts• Conversion Tracking
• Reporting Essentials• Data Fundamentals• Getting Keyword Data Back• Campaign Tracking
• Putting it all together• Actionable Insights• Dashboards• Automatic Alerts
Tagging Clicks
42
Real-world LinkedIn Example
Tagging Clicks
43
Step 1: Go To URL Builder ToolStep 2: Generate URLStep 3: Hyperlink with URLStep 4: View in Channels Report
How Do I Do That?
Use this same method with email links, QR Codes, banner ads, and other digital marketing links
Today’s Objectives:• Setup
• Google Tag Manager• Google Analytics• Webmaster Tools• Connecting Accounts• Conversion Tracking
• Reporting Essentials• Data Fundamentals• Getting Keyword Data Back• Campaign Tracking
• Putting it all together• Custom Dashboards• Actionable Insights• Automatic Alerts
Google Analytics Dashboards
45
Google Analytics Gallery Is A Great Resource
Google Analytics Dashboards
46
Import Dashboards From Google Gallery
Google Analytics Conversions
47
Quickly Add Dashboards & Shortcuts From Reports
Today’s Objectives:• Setup
• Google Tag Manager• Google Analytics• Webmaster Tools• Connecting Accounts• Conversion Tracking
• Reporting Essentials• Data Fundamentals• Getting Keyword Data Back• Campaign Tracking
• Putting it all together• Custom Dashboards• Actionable Insights• Automatic Alerts
Actionable Insights
49
Content Engagement Sparks New Ideas
Actionable Insights
50
Leverage Paid Keyword Data To Support SEO Efforts
Actionable Insights
51
Conversion Sources Help Predict Future Marketing Outcomes
Actionable Insights
52
Know What Google Knows
Actionable Insights
53
Understand Your Strength's & Weaknesses
Actionable Insights
54
When Art Meets Science.Can you Tell if SEO is Improving, or Dying on the Vine?
Today’s Objectives:• Setup
• Google Tag Manager• Google Analytics• Webmaster Tools• Connecting Accounts• Conversion Tracking
• Reporting Essentials• Data Fundamentals• Getting Keyword Data Back• Campaign Tracking
• Putting it all together• Custom Dashboards• Actionable Insights• Automatic Alerts
Automatic Alerts
56
Schedule Emails
57
58
Thank YouKevin Pike
Kevin@RankFuse.com 913.523.6234
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