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Does your site
work with or against
your Analytics?
How Google Analytics Works
Javascript and Cookies
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How Google Analytics works
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How Google Analytics works
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How Google Analytics works
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How Google Analytics works
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How Google Analytics works
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1. No cookie? No data
2. JavaScript disabled? No data
3. Time on page? Or time on tab?
4. Same device, different user
5. Same user, different device / browser
When Analytics doesn’t work
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URL problems...
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URL problems...
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URL problems...
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URL problems...
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The click doesn’t count!
@crestodina
Carousel / slideshow advancingAnchor/jump linksRollover contentDropdowns expandingOffsite links / social media buttonsSocial sharing buttonsVideo playsLivechat interactions
Embedded map interactionsTabsFiltersScrollingComment / review submissionMailto: linksPDF, PPT, Word downloadsLightbox interactions
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Products, Services and Pages
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Many services listed on one page...
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The high ranking pages
are not home pages...
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Google doesn’t rank websites.
Google ranks web pages.
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Acquisition > Search Engine Optimization > Landing Pages
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Acquisition > Search Engine Optimization > Landing Pages
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The problem with multi-topic pages...
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Analytics blind spot!
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Behavior > Site Content > All Pages
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Behavior > Site Content > All Pages
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Thank You Pages vs. Messages
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1. Leads
2. Subscribers
3. Ecommerce Customers
4. Event Registrants
5. Donors
5 types of conversions...
#winning
Thank you messages ...not good for Analytics
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Email links...not good for Analytics
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Thank you!
Forms / thank you pages...perfect for Analytics
Setting up goals is easy ...if there are thank you pages
Admin > View > Goals
Admin > View > Goals
Admin > View > Goals
Admin > View > Goals
Admin > View > Goals
Conversions > Goals > Funnel Visualization
Where you visitors are coming from
The Channels report ...with conversion rates
The Channels report ...with conversion rates
Social channel conversions!
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What about event tracking?
That’ll work, right?
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Remember those “non-pageview” interactions?
...they are trackable
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41.4%of top marketing sites use
Google Tag Manager
source: Orbit Media
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...so let’s use thank you pages
...because that was kinda rough.
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Another reason to have
a thank you page...
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Thank you!
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Good Bye.
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Thank you!
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Subscribers from ‘Thank You’ page
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1. They see a Thank You page (additional messaging)
2. They get an auto-response email
3. Sends an email notification to you
4. Saves to database or CRM
5. Records as a conversion in Analytics
5 Things that happen when visitors submit...
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Which posts
inspire action?
Behavior > Site Content > All Pages
Behavior > Site Content > All Pages (filtered)
Behavior > Site Content > All Pages (filtered)
Conversions > Goals > Reverse Goal Path
Conversions > Goals > Reverse Goal Path
Conversions > Goals> Reverse Goal Path > Subscribers
Conversions > Goals> Reverse Goal Path > Subscribers
Conversions > Goals> Reverse Goal Path > Subscribers
Conversions > Goals> Reverse Goal Path > Subscribers
Conversions > Goals> Reverse Goal Path > Subscribers
Conversions > Goals> Reverse Goal Path > Subscribers
Conversions > Goals> Reverse Goal Path > Subscribers
Behavior > Site Content > All Pages
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Pageviews Per Blog Post
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Subscribers Per Blog Post
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Conversion Rate Per Blog Post!
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Conversion Rate Per Blog Post
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How to Find and Promote Your Top Converting Posts
1. Setup the report using Klipfolio (here)
2. Find the top converting posts
3. Drive traffic to these posts, through social, email,
internal linking, ads, etc.
4. Publish more content on these topics!
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Subdomains... where’s your blog?
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Domain Strategy: Where to blog?
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Domain Strategy: Where to blog?
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...good
Domain Strategy: Where to blog?
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Domain Strategy: Where to blog?
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Domain Strategy: Where to blog?
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...better!
Domain Strategy: Where to blog?
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Domain Strategy: Where to blog?
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Domain Strategy: Where to blog?
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...bad
Domain Strategy: Where to blog?
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Which posts are the
most engaging?
Behavior > Site Content > All Pages
Behavior > Site Content > All Pages
Behavior > Site Content > All Pages
Behavior > Site Content > All Pages
Behavior > Site Content > All Pages
Behavior > Site Content > All Pages
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Find the posts and topics that readers love most
1. Publish more content on the popular topics.
2. Do more to promote the low-traffic, high value
posts.
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URL Structure Best Practices
1. Short
2. Few slashes
3. Includes target phrase
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Tracking subdomain traffic
Where are the subdomain.website.com visitors??
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blog.website.com
110
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Characters designed by Skydesign – freepic.com
Default... two visitors, three visits
visit one visit two visit three
website.com blog.website.com website.com
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Characters designed by Skydesign – freepic.com
Ideal... one visitor, one visit!
visit one visit one visit one
website.com blog.website.com website.com
112
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1. Make sure you’re using Universal Analytics
2. Make full URLs visible in GA
3. Set referral exclusion in GA
4. Set Cookie Domain to Auto in GTM
Setting up subdomain tracking
113
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Setting Cookie Domain to Auto
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One visitor. One visit!
Characters designed by Skydesign – freepic.com
visit one visit one visit one
website.com blog.website.com website.com
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Site Search
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What are people looking
for on our site?
See what they’re looking for!
Secondary Dimensions
Add more data to any report!
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1. Search for each phrase yourself. Find it?
2. Your page isn’t ranking? Optimize it!
3. You don’t have a page? Create it!
4. Adjust your navigation to help visitors find
things faster
4 Tips from the Search Terms report
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Conversions on 3rd Party Websites
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Third Party Conversions
website.com mycart.com website.com
165
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Default... two visitors, three visits
Characters designed by Skydesign – freepic.com
visit one visit two visit three
website.com website.commycart.com
166
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Characters designed by Skydesign – freepic.com
visit one visit one visit one
website.com website.commycart.com
167
With cross domain tracking... one visitor, one visit
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1. Make full URLs visible (GA)
2. Set Cookie Domain to Auto (GTM)
3. Allow Linker set to “true” (GTM)
4. Auto Link domains (GTM)
5. Add mycart.com to your referral exclusion list (GA)
Setting up cross domain tracking
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Now we’re passing visitor info to the 3rd party site...
(client ID, timestamp and browser metadata)
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For the next step...
You’ll need to follow the instructions for adding a bit of code to the 3rd party site.
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Data-Driven Empathy
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Google Analytics Reporting
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Google Analytics Analysis
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Google Analytics Analysis
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@contentverve
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@contentverve
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@contentverve
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THANK YOU!
Andy CrestodinaStrategic Director @crestodina
bitly.com/contentchem