Google Analytics - Webmaster Tools Pro Setup & Tips

Google Analytics & Webmaster Tools- YOUR PATH TO BETTER REPORTING & ACTIONABLE INSIGHTS

KEVIN PIKE

[email protected] | 913-523-6234

• President , Rank Fuse Interactive

• 10 Years of Agency Experience:

• Google AdWords Certified• Google Analytics Certified• 3rd Most Popular Google Analytics Dashboard

mailto:[email protected]

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

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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/

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

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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.

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http://www.google.com/analytics/

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:





Google Webmaster Tools

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Login: https://www.google.com/webmasters/tools/

Add Property

https://www.google.com/webmasters/tools/

https://www.google.com/webmasters/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.


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On the next screen click the edit link:

Select your URL from the search console and click save:

Connecting Data

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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.





Google Analytics Conversions

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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

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Ecommerce Tracking is Off by Default


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Most Modern Carts Systems Are Google Analytics Ready


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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

http://www.magentocommerce.com/magento-connect/google-universal-analytics-1.html



https://wordpress.org/plugins/woocommerce-google-analytics-integration/



http://extensions.joomla.org/extension/vm-transaction-tracker-for-google-analytics



https://www.shopify.com/blog/14681601-google-analytics-for-ecommerce-a-beginners-guide



http://answers.squarespace.com/questions/15200/how-do-i-use-google-analytics-e-commerce-with-squarespace




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Once Setup, You Should Have Product Data For Each Purchase


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Engagement Goals vs. Ecommerce

Visit

Request Info

Thank

You

Shop

Add to Cart

Order

Confirmatio

n

What is Important To You?

Goal Conversions

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Google Analytics Setup

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.

.

Conversion Funnel Setup

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Front End Analytics

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.


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Setup Multiple Goals For Each Action





Data Fundamentals

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Fundamentals Under Each Section

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• 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?





Keyword Level Data

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Analytics Will Report Most Keywords as “Not Provided”

We Can Get Some Data Back From Webmaster Tools

Keyword Level Data

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Webmaster Tools to the Rescue





Tagging Clicks

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Real-world LinkedIn Example

Tagging Clicks

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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

https://support.google.com/analytics/answer/1033867?hl=en




• Putting it all together• Custom Dashboards• Actionable Insights• Automatic Alerts

Google Analytics Dashboards

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Google Analytics Gallery Is A Great Resource

Google Analytics Dashboards

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Import Dashboards From Google Gallery


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Quickly Add Dashboards & Shortcuts From Reports





Actionable Insights

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Content Engagement Sparks New Ideas

Actionable Insights

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Leverage Paid Keyword Data To Support SEO Efforts

Actionable Insights

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Conversion Sources Help Predict Future Marketing Outcomes

Actionable Insights

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Know What Google Knows

Actionable Insights

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Understand Your Strength's & Weaknesses

Actionable Insights

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When Art Meets Science.Can you Tell if SEO is Improving, or Dying on the Vine?





Automatic Alerts

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Schedule Emails

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Thank YouKevin Pike

[email protected] 913.523.6234

Data & Analytics

Google Analytics - Webmaster Tools Pro Setup & Tips