The document discusses using Google Analytics to measure the success of a website in meeting its objectives. It recommends defining the site's objectives and key performance indicators to track, then creating custom reports and segments to analyze acquisition, behavior, and conclusions metrics over time. The analysis should compare metrics across segments like directories, reviews, and social media to evaluate which sources are most effective in driving engagement and achieving goals like bookings.

1. Google Analytics Beyond the Basics Scott Thomas – AboutTheInn.com

3. How do we know if we're meeting our objectives?

4. What is the objective of our website? How do we measure success? What events show if we're reaching our objective?

6. Get bookings

7. Build loyal site visitors

8. Sell mail order items

9. Provide tourist information Why?

11. Get bookings

12. Build loyal site visitors

13. Sell mail order items

16. Follow us on social media

17. Event inquiries

19. B ehavior (what they did on our site)

20. C onclusions (did they ultimately do anything of value to us?)

22. Organic

23. Direct

24. Referral

27. Files downloaded

28. Specific pages viewed

36. We are measuring booking sources – yes?

38. Geography

39. Time on site

41. Possibly a Social Media Segment and a Review Sites Segment as well

43. Creating Segments

44. Creating Segments

45. Creating Segments

46. Creating Segments Repeat for Social Media and Reviews

47. Create an Engagement Goal Click the Settings icon Select the Goals tab under the profile for your web site

48. Create an Engagement Goal Click the Settings icon Add a new Goal (here it is Goal 6 – the first Goal in Goal Set 2) Name it “Engagement”, set the type as Pages/Visit, and define the Pages Visited as Greater than 3. Save the Goal Repeat for “Booking” Goal Select the Goals tab under the profile for your web site

50. Social Media Segment

51. Referrals Segment (for comparison)

52. Include Booking Goal Completions

53. Acquisition by Segment

54. Acquisition by Segment

55. Acquisition by Segment (B&B Directory segment only)

57. Landing Page behavior

58. Purchasing behavior

59. Engagement Behavior by Segment B&B Directories and Review Site visitors are more engaged than Social Media or “All Visits” (more time on site, more visit at least 3 pages)

60. Bounce Behavior by Segment B&B Directories and Review Site visitors Have a lower bounce rate than Social Media or “All Visits”

61. Select Goal Set 1 Conversion Behavior by Segment B&B Directories and Review Site visitors Have a higher rate of booking conversion than Social Media or “All Visits”

63. Ecommerce results

64. Newsletter signups

65. Other valuable activities?

68. Pages and Pages/Visit

69. Engagement

70. Bounce Rate

71. Bookings

72. Source Effectiveness Report

73. Source Effectiveness Report

74. Source Effectiveness Report

78. Determine how success is to be measured

79. Identify data which will show success

81. Behavior

82. Conclusions

84. Against last month

85. Against last year

86. Thank you! Scott Thomas www.AboutTheInn.com [email_address]