Google Analytics - Advanced Insights

1. Google Analytics:
Actionable Insights & Custom Reports
Advanced Features & Settings

2. Search Smart Marketing
• Mission
▫ Deliver superior client service and results by effectively integrating strategy,
project management, client service and technology.
• Search Engine Optimization (SEO)
• Paid Search Advertising
• Local Search Optimization
• Social Media Marketing
• Review Monitoring & Management
• Mobile Advertising & SEO
• Video Optimization
• Display/Banner Planning & Placement

3. Kate Hamilton-Miller
• Graphic Designer
• Started Digital Marketing, 2004
• Joined Search Smart in 2008
• Certifications
▫ Google
▫ Bing
▫ Social Media
• Memberships
▫ SEMPO
▫ National Association of Professional
Women (NAPW)
▫ Women Centric

5. What Is Analytics?
• Definition
▫ Analytics is the discovery and communication of
meaningful patterns in data
▫ Web analytics is the measurement, collection,
analysis and reporting of internet data for
purposes of understanding and optimizing web
usage
Source: Wikipedia

6. Types of Analytics
• Onsite
▫ Visitors
▫ # of Pages Viewed
▫ Time on Site
▫ Popular Content
▫ Common Exit Pages
▫ Actions Completed
• Offsite
▫ Potential customer pool (search opportunity)
▫ Share of Voice (visibility)
▫ Commentary (reviews, social engagement)

7. Google Analytics 101
• Terminology
• Proper Set-up
• Top 5 Reports
• Turning Findings into Actions

8. Analytics Lingo
• Tracking Code
▫ JavaScript placed on each page of your site
• Tracking URL
▫ Web Address of the page on your site you want to
direct visitors to + relevant marketing info
• Campaign
▫ Marketing initiative; Email Blast; Paid Search Ads

9. Google Analytics Setup
• Free account
▫ www.google.com/analytics
• Link to AdWords
▫ Adwords.Google.com
• Webmaster Tools Integration
▫ www.google.com/webmasters/tools
• Define Goals and Conversion Funnels
USE THE
SAME
LOGIN
ACROSS
ALL
GOOGLE
PRODUCTS

10. Analytics Tracking – Tag Everything!
• What
▫ Pay-Per-Click (CPC)
▫ Email
▫ Social Buttons, Posts
▫ Display
• How
▫ AdWords Auto-Tagging
▫ Tracking URL Generator
 SEARCH: Google Analytics Tracking URL Builder
 http://support.google.com/analytics/answer/1033867?hl=en

11. AdWords Auto-Tagging
• Login to AdWords
• My Account > Preferences
• Edit, Check Destination URL Auto-Tagging
• Save Changes

12. AdWords Auto-Tagging

13. Reviewing Your Data – Report #1

14. Report #1 – Audience Overview
• Derive Meaning
▫ Compare Month1 vs. Month2
▫ Have visits increased? Decreased? Remained flat?
▫ Major shifts in bounce rate or new visitors?
• Take Action
▫ Are you aware of any recent changes in:
 Marketing activities
 PR coverage
 Offline events
▫ Move onto Traffic Sources to determine cause of
increase or decrease in visits

15. Report #2 – Traffic Sources
• What sites are delivering visitors to your website?
• Traffic Source Types
▫ Direct to Site
▫ Organic Search
▫ Paid Search
▫ Referral
• Filter by Traffic Source type for consolidated data
• Referral sources include Social Media, PR & Blogs

16. Reviewing Your Data – Report #2

17. Reviewing Your Data – Report #3

18. Report #3 – Popular Site Content
• Derive Meaning
▫ What pages of your site are visitors drawn to?
▫ What pages do people visit, then immediately leave
your site?
• Take Action
▫ Popular Content
 Create more content of a similar nature
 Send relevant paid search traffic here
▫ High Bounce Rate
 Revise the text on the page
 Misleading keywords?
 Try a new layout

19. Reviewing Your Data – Report #4

20. Report #4 – Visitor Information
• Derive Meaning
▫ Where are most of your visitors located?
▫ Do they fall within your area of service?
• Take Action
▫ Increase advertising or sales activity in low
volume/high response areas
▫ Review paid search targeting settings if traffic is
coming from outside of your service area
▫ Remove any geographic references to areas you do not
serve that are mentioned on the website

21. Report #5 – Goal Conversions
• Online Purchase
▫ ecommerce
transaction
• Micro-Conversion
▫ Visits to Contact Us
• Contact Actions
▫ Form Submission
▫ Newsletter Sign-up
• Downloads
▫ White Paper
▫ Brochure
• Site Engagement
▫ Pages per visits
▫ Time on site
• Social Engagement
▫ Blog comment

22. Reviewing Your Data – Report #5

23. Reviewing Your Data – Report #5

24. Report #5 – Goal Conversions
• Derive Meaning
▫ What action(s) do you want people to take?
▫ Define GA Goal for that page URL
• Take Action
▫ Are your marketing efforts generating the desired
action(s)?
▫ Which efforts are performing best?
▫ Do under-performing campaigns have a clear call
to action?

25. Key Takeaways
• Proper Setup Ensures Maximum Data Collection
• Don’t Get Lost in the Details > Focus on Actionable
Information
• Recommended Reports
▫ Audience Overview
▫ Traffic Sources
▫ Popular Site Content
▫ Visitor Information – Geographic Location
▫ Goals/Conversion Performance

27. Measuring Marketing Initiatives
• Traffic Sources>Sources>Campaigns

28. Advanced Segments

29. Advanced Segments

30. Is Mobile Important?

31. Mobile & Tablet Traffic Growth
• Audience>Mobile>Overview
194% increase in Mobile Traffic

32. Mobile Device Specifics
• Audience>Mobile>Devices

33. Goal Conversion Funnels
• Conversions>Goals>
Funnel Visualization

34. Creating A Conversion Funnel
Click Admin Button
Select Website Profile

35. Creating A Conversion Funnel
Select One to Begin Funnel

36. Creating A Conversion Funnel

37. Reverse Goal Path

38. Creating A Conversion Funnel
• Log into Analytics & click admin button
• Select your profile (www.website.com)
• Goals tab
• Click Create A Goal button
▫ Or select a goal you wish to edit
• Enter Goal Description
• Add URL of conversion page under Goal Details
• Turn Funnel button on
• Enter each step of the conversion process you
wish to track
• Note whether a step is required

39. Top Conversion Paths
• Conversions>Multi-Channel Funnels>Top Conversion Paths

40. Assisted Conversions
• Conversions>Multi-Channel Funnels>Assisted Conversions

41. Value of Your Social Media Activity
• Traffic Sources>Social>Overview

42. Social Trackbacks: Who’s Linking to You?
• Traffic Sources>Social>Trackbacks

43. Audience>Visitors Flow

44. Visitor Movement Through Your Site

45. Primary Navigation Path Details

46. Real-Time Events & Widgets
• Overview of real-time activity on site
• Traffic Sources
• Location of Visitor
• Content Visited
• Events & Conversions Currently in Beta

47. Real-Time Report: Overview

48. Real-Time: Visitor Location Data

49. Real-Time: Traffic Source Data

50. Real-Time: Site Content Viewed

51. Key Takeaways
• Conversion funnels help identify drop-off points in
your sign-up/checkout process
• Mobile & Tablet site visits are on the rise – make
sure your content is mobile friendly
• Understand how your different marketing efforts are
working together with multi-channel funnels
• Real Time Analytics – Fun to watch, but avoid knee
jerk decisions based on small data sets
• Presentation available online at
http://www.slideshare.net/SearchSmartMarketing

52. Thank You!
Kate Hamilton-Miller
khamilton@isearchsmart.com
@KateHMiller
Questions or Suggest A Topic: Use #SSMGA
Search Smart Marketing
www.isearchsmart.com
@iSearchSmart
Facebook.com/SearchSmartMarketing