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Overview
• What are the things that Google Analytics can do
for me?
• How do I hook up Google Analytics to my
WordPress site?
• Basic metrics that are helpful for everyone.
• Introduction to SEO.
• Introduction to identifying key metrics & goals for
your business.
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Pageviews
Clicks
Hits
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Remember this?
Web analytics used to be . . .
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(1) the analysis of qualitative and quantitative data
from your website and the competition,
(2) to drive a continual improvement of the online
experience that your customers, and potential
customers have,
(3) which translates into your desired outcomes
(online and offline).
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-Avinash Kaushik, Web Analytics in 1 Hour a Day
What is web analytics today?
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Strategic & Tactical - Not just Quantitative
Incorporating Business Goals
Focusing on Customer Experience
Today’s Web Analytics is . . .
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What do I use analytics for?
• Getting data to understand customer experience
on your website
• Testing different versions of your site & figuring
out what works.
• Understanding where your traffic comes from.
• Improving your rank in search engines (SEO)
• Understanding how well your online marketing
efforts are working.
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Hooking up Google Analytics
• Sign up for an account at analytics.google.com
• Add tracking code to every page.
• Hook up your Google Webmaster Tools account
to get access to SEO data.
• If you haven’t configured Webmaster Tools,
this requires uploading an HTML file to your
domain or adding a code snippet to your
header.
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Using Google Analytics with WordPress
• This will vary by theme - lots of themes have a
place to put the tracking code.
• If your theme doesn’t, or you can’t find it, you
can use Yoast’s Google Analytics Plugin. https://
yoast.com/wordpress/plugins/google-analytics/
• If you feel uncomfortable, we can hook up your
Google Analytics in a quick hour of coaching -
see us after class to book an appointment.
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Universal Analytics vs Classic Analytics
• In plain terms, this is Google’s new analytics; it
uses a slightly different tracking code than
Google Analytics used to use.
• More features: demographic data, real-time
analytics, intelligence alerts.
• You will be required to use it eventually, so you
might as well start.
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Audience - Who are your visitors?
• Demographics (Age/Gender)
• Interests (Only with Universal Analytics)
• Language/Location
• Technology (browser, device, etc)
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Where do visitors come from? Traffic.
• Keywords
• Direct Traffic
• Referring Sites
• Search Engine Optimization
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Where do your visitors go? Traffic Paths
• Exit and Entrance Pages
• Navigation Paths
• Top Content
• Behavior
• Bounce rate (and why a high bounce rate
is only sometimes a problem)
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Business Objectives
• These are high level things that your
business needs to accomplish.
• “sell more stuff”
• “get more donations”
• “build awareness of my business”
• “get people to visit my business”
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Goals
• Goals are specific strategies that support your business objectives.
• In the case of web analytics, they focus on specific actions a user can
accomplish on your site.
• “sell more stuff” -------> “get a user to buy an item” or “get a user
to put an item in their shopping cart.”
• “build awareness of my business” ------> “user reads about page”
or “user signs up for newsletter”
• “get people to visit my business” ------> “people view a coupon I
put on my site” and “people come in and use that coupon”
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Tech Liminal’s Business Objective & Goal
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• Objectives: “sell more services” “raise awareness of our services”
• Goals:
• “get people to click through to our website”
• “get people to come into the store”
• “get people to purchase coworking”
• “get people to purchase coworking in person”
• How we are doing it: Placing a Facebook ad targeting folks in
Oakland who have “liked” various pages related to small business
services.
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How to reach the goals
Today, we’ll talk about ad design, set up a
Facebook ad, and set up the goal of viewing the
page.
In advanced analytics class next month, we’ll
configure event tracking, which requires a little
more access to the code of your site, and walk
through the goal to actually measure which
people BOUGHT coworking from our ad.
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Conclusions
• What did you learn today?
• What are you going to do as a result of
what you learned?
• What’s one topic we covered that you’d
like to know more about?
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Upcoming Workshops
• Social Media Support Group - Katherine - Friday March
14th, 2:30-4 - http://www.meetup.com/Social-Media-
Happy-Hour/
• WordPress & SEO with Yoast - Anca - Thursday March
13th 6-7:30 & Friday April 11th 10:30-12 - https://wp-
seo-with-yoast.eventbrite.com
• Advanced Google Analytics: Goals & Event Tracking -
Katherine - Thursday, March 27th & Friday March 28th -
http://analyticsgoalsetting.eventbrite.com
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