How to Better Understand Google Analytics
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A how-to presentation to the Chicago Bar Association on better understanding your web analytics using Google Analytics.
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How to Better Understand Google Analytics
- 1. How to… Better Understand Your Web Analytics February 5, 2013
- 2. Hi, I’m Fred • Principal & Chief BIG Thinker at AIE Digital • Help Organizations Be Successful Online • 10 Years at American Bar Association 2
- 3. Our Time Together • Why Understanding Your Web Traffic is Important • What is Google Analytics – Features & Benefits • Best Use Cases for Using Google Analytics for Law Firms • Getting Set Up & Tracking Accurately • Understanding Key Reports • Other Great Resources 3
- 4. WHY UNDERSTANDING YOUR WEB TRAFFIC IS IMPORTANT 4
- 5. If you aren’t going to measure it, you are wasting your time, energy, and money. 5
- 6. 24.7.365 6
- 7. You Make Better Business Decisions When You Have The Right Data. 7
- 8. WHAT IS GOOGLE ANALYTICS – FEATURES & BENEFITS 8
- 9. Key Features • Lots of Reports & Data Collection • Real-Time Reporting • Dashboards • Conversion & Goal Tracking • Campaign Tracking • Visitor Flow Analysis • Warnings & Alerts 9
- 10. Biggest Benefits • Understand Visitor Behavior – Where They Came From – Where They Go On Your Site – What Device They Use – How They Convert To a Goal (Lead) – What They Look For On Your Website 10
- 11. Biggest Benefits • Understand Value of Content – What Pages Get Traffic – What Pages Send People Away – What Links Are They Clicking On • Traffic Sources – What Sites Drive Traffic To Yours – What Search Terms Are Visitors Using To Find You 11
- 12. Biggest Benefits • Integration with AdWords – See Effectiveness Of Your Campaigns – Identify What Ads Lead to a Conversion – Identify Opportunities for Improvements 12
- 13. Risks & Limitations • Lots of Reports = OVERWHELMING • Will Not Tell You Exactly WHO Is On Your Site • The Numbers Are Not An Exact Science • Some Data in Reports is a Sample of Overall Data 13
- 14. BEST USE CASES FOR USING GOOGLE ANALYTICS FOR LAW FIRMS 14
- 15. Use Cases • Site Optimization – Reviewing Visitor Behavior • Search Engine Optimization – Integration with Google Webmaster Tools • Lead Generation Tracking – Setting Up Goals • AdWords / PPC Tracking – Integration with Google AdWords • Event Tracking – Track Downloads or Other “Take Away” Content 15
- 16. GETTING SET UP & TRACKING ACCURATELY 16
- 17. Set Up Guide • Installing the Tracking Script – Header vs. Footer • Profiles – Unfiltered Profile – Restricted Profiles • Tracking Properties • Subdomains • Multiple Domains • In-House Traffic (Restricting Your IP Address) 17
- 18. Getting Set Up • Property Settings • Site Search • In-Page Analytics • Enhanced Link Attribution • Webmaster Tools Settings • Social Settings – Adding Social URLs 18
- 19. Adding Goals • Up to 20 Goals Per Profile (4 Groups of 5 Goals) • Types of Goals – URL Destination – Such as a Thank You Page – Visit Duration – Over 2 Minutes – Pages / Visit – Event – i.e. Download a PDF/Document 19
- 20. UNDERSTANDING KEY REPORTS 20
- 21. Terminology Check Pageview Unique Pageview Visit Visitor Unique Visitor 21
- 22. The 9 Key Reports • Visitor Behavior – Audience Overview – Visitors Flow • SEO – Traffic Sources – Keywords & Landing Pages – Queries (req. Google Webmaster Tools Integration) 22
- 23. Key Reports • Content Analysis – All Pages – Site Search • Conversions – Overview – Reverse Goal Path 23
- 24. Audience Overview 24
- 25. Visitor Flow 25
- 26. Traffic Sources 26
- 27. Keywords & Landing Pages 27
- 28. Queries 28
- 29. All Content 29
- 30. Site Search 30
- 31. Goals Overview 31
- 32. Reverse Goal Path 32
- 33. OTHER RESOURCES 33
- 34. Books & Authors • Advanced Web Metrics with Google Analytics, 3rd Ed. by Brian Clifton - http://goo.gl/e0EKw • Avinash Kaushik – Google Digital Marketing Evangelist - http://www.kaushik.net/avinash/ 34
- 35. Online Resources • Google Analytics YouTube Channel - http://goo.gl/dMXkg • Linking Your Google AdWords Account – http://goo.gl/QiwZ3 • Google Analytics Blog - http://analytics.blogspot.com/ • NEW!! Google Analytics Solutions Gallery - http://goo.gl/qQQ8W 35
- 36. Questions 36
- 37. Now Get Analyzing!! Frederick L. Faulkner IV Principal & Chief BIG Thinker AIE Digital, LLC Phone: 312-869-4619 fred@aiedigital.com Follow me @fredfaulkneriv or @aiedigital www.linkedin.com/in/frederickfaulkneriv 37
Hinweis der Redaktion
- How many of you currently have a website? How many can currently tell me how much new business you get from your website? How many of you can tell me if your website comes up on the first page of a search result for any given keyword? How many of you are using Google AdWords or some other Pay Per Click advertising? How many of you can tell me if those ads have led to a lead via your website? How many of you have a Facebook Page? Can you tell me how much traffic you get from that effort?
- The web is always on. You can have a visitor on your website at any time of day, 24 hours a day, 7 days a week, 365 days a year.
- Do you outsource any of your marketing efforts? Can you tell if those efforts are leading to qualified leads? Do you wish you had a better way to understand if your marketing efforts are working? Do you want to spend your money in the right places, not just any place?
- I used the same report as before, but changed the dimensions. I changed the primary dimension to Keyword, then selected a secondary dimension of landing page. Why is a lot of the keywords set to (not set)? That is because Google suppresses the keywords from visitors how are logged into Google (Gmail, etc). Really hurt the SEO world when that happened.
- Shows the query used by a someone, but didn’t necessarily click through to your site. This gives you information about how your site comes up in Google search results, not just who clicks through.
- Key engagement metrics at the top. Average Time on Page, Entrances, Bounce Rate. Bounce Rate is a great metric to watch. Bounce rate is when a visitor starts and ends their visit on the same page. Think of a rock skipping, or bouncing, off the water.
- This will tell you how many visits conducted a search, what page they visited, and the keywords they used. This helps you identify if your navigation is too confusing, if your page layouts are not working.
- You can assign a Goal a value, in my case I’ve set up a goal for those who use complete my Contact Us form. I have assigned a dollar value of 1 to it (for easy math). However, you may assign a different value.
- This report helps you analyze the path a visitor takes to complete your goal. Using the Contact Form as the example, we can see that some hit the form as an entrance, others started at my homepage. For a law firm it might be your homepage, your bio, then a contact us form. Or it could be homepage, then form.