Google Analytics Geekend

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Google AnalyticsTina Arnoldi

(843) 723-3635Twitter: @TinaArnoldi

Blog: http://blog.tinaarnoldi.comtina@palmettotechnologyhub.org

tina@coastalcommunityfoundation.org

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Are you using social media during

this talk?

Yes

Do you think this a good presentation on Google Analytics?

Yes

Tweet something like: “Good stuff on analytics from @TinaArnoldi”

Do nothing

Is it the worst presentation you’ve ever heard?No

Yes

No

Tell your private, closed network of Facebook friends that you went to a so-so presentation today, but can’t remember the speaker’s name.

No

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Google AnalyticsIs anyone visiting your web-site?

If so, what are they doing while they are there?

How did they find you?

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Google AnalyticsToday’s Agenda

• Defining your questions

• Home page/ Dashboard

• Overview of reporting

• Visitors

– Overview and Demographics

• Traffic Sources

– Overview and Referrals

• Content

– Overview and Pages

• Goals

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Google AnalyticsWhat We’re Not Doing Today

• Implementation

• Custom reporting

– Specify metrics, dimensions, filters

• _trackEvent ()

– In-page actions that do not generate a pageview, such as videos

• Tracking across sites

– _link (href) and _linkbypost (forms)

• Advanced segments

– Subsets side by side, Ex. Paid traffic by Visits with conversions

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The data is great, but can be overwhelming

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Start with your questions• Are people clicking links in my e-mail

newsletters?

• Are there referral partners I can cultivate?

• Are people bouncing on a key page?

• Do people drop off at a certain place in a

funnel?

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Start with your questions• Is my AdWords campaign driving useful traffic?

• Why do I even have a website?

• What happens if X increased or decreased by #%?

• Did conversions increase or decrease after a

campaign?

• What will I do with the data?

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But remember……

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Home Page

Dashboard• Info at a glance• Keep in context• Can customize

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Be careful with trendsAn overview by day seems to have significant highs & lows

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Be careful with trends

…. But not so much when we look at it by week……………

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Standard Reporting

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Visitors - Limitations

• Check at home, then work

• Multiple members of a household

• Clearing cookies

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Visitors Overview

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Visitors Demographics

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Visitors Demographics (drilling deeper)

Source: How did they find you?

You can also add a filter, ex. Time on site

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Visitors Mobile

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Visitors Technology

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Traffic sources Overview

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Traffic sources Referrals

• Where are your efforts working?

• Which partners should you cultivate?

• Who brings you “good” traffic?• Are these referrals leading to conversions?

• Is social media bringing people to your website?

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Traffic sources Referrals

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Traffic sources search organic

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Content

• What interests your visitors?

• Are you losing them on key pages?

• What gets them there?

• Are there popular pages where you can add key info?

• What are popular landing pages? (It’s not always Home)

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Content Overview

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Content Pages

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Goals

Your goal is an action you want your web-visitors to take:

• Visit volunteer page• Donate/Buy• Sign up for an event• Go to social media profile• Download an application

Building a relationship

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Goals

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Goal - Measure Engagement

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Goals – Multi-Channel Funnels

The day before a conference

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Goals – Multi-Channel Funnels

% is > 100 since some channels worked together

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Goals – Multi-Channel Funnels

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Goals – Multi-Channel Funnels

They know who we are; maybe they’re wondering what others have said about us?

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Goals – Multi-Channel Funnels

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AdWords connects to Analytics

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Volunteer Resources

The Analysis Exchangewww.webanalyticsdemystified.com

Media Causewww.mediacause.org

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What we learned….• Have some questions.

• Look at your numbers in context (HiPPO)

• If you only serve the local area, may want to drill down in demographics

• IT/web people will want to know about mobile & browsers

• Cultivate good referrals (or clarify)

• Look at your organic search for needed SEO modifications

• Time on page – does it increase for content sites & decrease for support

sites?

• Goals = Building a relationship

• Connect to AdWords

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Google AnalyticsTina Arnoldi

(843) 723-3635Twitter: @TinaArnoldi

Blog: http://blog.tinaarnoldi.comtina@palmettotechnologyhub.org

tina@coastalcommunityfoundation.org