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DEMYSTIFYING
GOOGLE ANALYTICS
By Jonathan Sackheim /@JonnySack
of Groundsforpromotion.com




We’ll send you seven custom GA report templates:
+ Follow on LinkedIn: tinyurl.com/gfplinkedin
+ Follow on Twitter: @GroundsforPromo
+ Like at facebook.com/groundsforpromotion
  Then FB message the page, we’ll reply
   with your templates
GOOGLE ANALYTICS
CREATES INFORMATION




                        LET’S TURN IT
                      INTO KNOWLEDGE
                         DECISIONS
                                        2
JONATHAN’S BACKGROUND
+   Driving revenue for years for
    large and small brands 
     •   15 yrs marketing experience         Google Analytics       PPC, SEO, Soc., Analytics         Social
     •   10 years pure online focus
           o 6 yrs for digital agencies
           o 4 yrs client side
     •   Founded Grounds for              PPC, Display, Analytics                               PPC, Social, Analytics
         Promotion in July, 2012                                         PPC, Social
+   How: PPC, SEO, Social, Analytics
+   High volume experience:
     •   Fortune 1000 clients                                          PPC, Social, Display
                                            PPC, SEO, Analytics                                 PPC, Social, Analytics
     •   Personally have managed
         PPC budget of $1 million/month
+   Community Manager of:
    Facebook.com/Boulder.Colorado
                                            PPC, SEO, Analytics         PPC, SEO, Social                PPC        3
OVERVIEW
+ Getting started
    • Account hierarchy
    • Installing the code
+ Interface tour and report previews
+ Dashboards
+ What’s important
    • Audience
    • Sources: Campaign Tracking
    • Activity: Goal set-up
+ Advanced & where to lean more
+ Q&A


                                       4
GETTING STARTED: GA HIERARCHY
+ Account: Zoo, Inc
    • Property: lion.com
    • Property: tiger.com
    • Property: monkey.com
       o Profile: monkey.com – unfiltered
       o Profile: monkey.com – main
       o Profile: monkey.com – adwords traffic only
       o Profile: ecommerce.monkey.com


+ Tip: If you have two different blogs, create two properties within an account
+ Tip: you can’t undo a profile filter so it’s good to have an unfiltered profile


                                                                                    5
GETTING STARTED: INSTALL CODE
+ Create
  account
  then go
  here:




+ Scroll down &
  copy your code:


+ Install it on all pages just before closing </head> tag.
  More: http://bit.ly/TMF0JG (Google help). Plugins available.   6
THE INTERFACE: HOME




                      7
CUSTOM ALERTS EXAMPLE




                        8
DASHBOARD VIEW (UNDER HOME SECTION)
+ Add more
  widgets from
  this view
+ Set-up
  auto email
+ Compare date
  ranges
+ Create multiple
  dashboards



                                      9
THE INTERFACE: STANDARD REPORTING




             Spend time exploring!




                                      10
STANDARD REPORTING
+ Plenty of
  options:




                     11
LIKE A REPORT? ADD IT TO DASHBOARD
                          + Drill down, if something
                            is useful, click
                            “Add to Dashboard”




                                                       12
DASHBOARD WIDGET EXAMPLE




                           13
THE INTERFACE: CUSTOM REPORTING


                             We’ll send you these
                             templates, free:
                             - Follow on LinkedIn:
                             tinyurl.com/gfplinkedin
                             - Follow on Twitter:
                             @GroundsforPromo
                             - Like at facebook.com/
                             groundsforpromotion
                              Then FB message




                                                       14
CUSTOM REPORTING EG: KEYWORD ANALYSIS




                                        15
WHAT’S IMPORTANT: AUDIENCE (DRILL DOWN PG. 1)
+ Geographic
  example
+ Ask what
  it means
    • See
      which
      markets
      perform
      best           Drill Down
    • Find new                    Drill Down
      areas to
      market to
+ To learn
  demographics,
  get registration                              16
WHAT’S IMPORTANT: AUDIENCE (DRILL DOWN PG. 2)
+ Geographic
  example
+ Ask what
  it means
                       Try Source
    • See
      which
      markets
      perform
      best
    • Find new
      areas to
      market to
+ To learn
                                    Click on Goal Sets
  demographics,
  get registration                                       17
WHAT’S IMPORTANT: AUDIENCE (DRILL DOWN PG. 3)
+ Geographic
  example
                      Goal Set 1 View
+ Ask what
  it means
   • See which
     markets
     perform best
   • Find new areas
     to market to
+ To learn
  demographics, get
  registration


                                                18
WHAT’S IMPORTANT: SOURCES
+ Where are people coming from:
   • Mobile:
      o Does my site cater well to mobile users?
      o What conversions work better on mobile
      o May want to put in responsive site template or create mobile site
   • Referring sites:
      o What sites are sending me the best traffic?
      o Get ideas for what types of sites like to link to you
      o Find unexpected supporters
   • Keywords: What keywords am I doing well/poorly on?
      o Helps you determine what types of keywords you’d like to focus on
      o Ideas for new keywords
      o What’s missing or too low?
                                                                            19
WHAT’S IMPORTANT: SOURCES (CONT.)
+ Where are people coming from:
   • Campaigns: e.g. a specific topic or event like Twitter party or webinar
      o Objective: understand results from emails, tweets, Facebook posts, etc
      o How? URL ID tracking of these elements:
           Campaign: campaign name
           Medium: social media, cpc, email
           Source: google, facebook, email_newsletter
           Content: text ad 1, text ad 2
           Term: blue widget, orange widget
      o Tool for URL tagging: http://tinyurl.com/urltagger
      o Example:
           Untagged url: groundsforpromotion.com
           Tagged url:
              http://groundsforpromotion.com/?utm_source=webinar&utm_medium=email&
              utm_campaign=bloggeroutreach                                           20
BENEFITS OF URL TAGGING
+ Example:
  Campaigns




                          21
BENEFITS OF URL TRACKING (CONT.)
+ Campaign drill-down:




                                   22
WHAT’S IMPORTANT: ACTIVITY
+ What are people doing on your site?




                  See which posts or pages are your best and worst,
                  try to determine why. Look to decrease bounce rate
                  through content improvement/better traffic sources



                                                                       23
WHAT’S IMPORTANT: GOALS

+ Goals can be
   • URL destination, e.g. “thank you page”
     for newsletter signup
   • Visit duration, e.g. > 30 seconds
   • Pages/Visit, e.g. > 2 pages/visit
   • Event, e.g. clicks on share button, Tweet
     button, or blog subscribe button
+ Where do I set up goals?
   • Admin  Drill down into profile
      Goals




                                                 24
WHAT’S IMPORTANT: GOALS/EVENT SET UP

+ Goals can be:
   • Button clicks: pointing to internal (buy) or external (Tweet)
   • Link clicks: pointing to internal (buy) or external (Facebook page)
+ How do I set up events?
   • Add code to the links on your site
   • More info: http://tinyurl.com/eventtracking101 (Search Engine Land article)




                                                                                   25
ADVANCED FOR MORE INVESTIGATION

+   Internal site search tracking
+   Enhanced link attribution for improved site overlay reporting
+   Funnel reporting
+   Content Experiments: A/B testing
+   Multichannel Attribution
+   eCommerce tracking




                                                                    26
LEARN MORE
+   Help Center: http://support.google.com/analytics/?hl=en
+   GA Blog: http://analytics.blogspot.com/
+   User Forum: http://groups.google.com/a/googleproductforums.com/forum/#!forum/analytics
+   YouTube Channel: http://www.youtube.com/googleanalytics?hl=en
+   Analytics IQ lessons: http://www.google.com/analytics/iq.html
+   Retain an expert: http://groundsforpromotion.com or many others




                                                                                             27
Q/A
Claim your seven custom GA report templates:
+ Follow on LinkedIn: tinyurl.com/gfplinkedin
+ Follow on Twitter: @GroundsforPromo
+ Like at facebook.com/groundsforpromotion
    Then FB message the page, we’ll reply
    with your templates




                                                Jonathan Sackheim
                                                jonathan@groundsforpromotion.com
                                                303.641.3204
                                                @groundsforpromo @jonnysack
                                                facebook.com/groundsforpromotion

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Demystifying Google Analytics by Grounds for Promotion 2013

  • 1. DEMYSTIFYING GOOGLE ANALYTICS By Jonathan Sackheim /@JonnySack of Groundsforpromotion.com We’ll send you seven custom GA report templates: + Follow on LinkedIn: tinyurl.com/gfplinkedin + Follow on Twitter: @GroundsforPromo + Like at facebook.com/groundsforpromotion Then FB message the page, we’ll reply with your templates
  • 2. GOOGLE ANALYTICS CREATES INFORMATION LET’S TURN IT INTO KNOWLEDGE DECISIONS 2
  • 3. JONATHAN’S BACKGROUND + Driving revenue for years for large and small brands  • 15 yrs marketing experience Google Analytics PPC, SEO, Soc., Analytics Social • 10 years pure online focus o 6 yrs for digital agencies o 4 yrs client side • Founded Grounds for PPC, Display, Analytics PPC, Social, Analytics Promotion in July, 2012 PPC, Social + How: PPC, SEO, Social, Analytics + High volume experience: • Fortune 1000 clients PPC, Social, Display PPC, SEO, Analytics PPC, Social, Analytics • Personally have managed PPC budget of $1 million/month + Community Manager of: Facebook.com/Boulder.Colorado PPC, SEO, Analytics PPC, SEO, Social PPC 3
  • 4. OVERVIEW + Getting started • Account hierarchy • Installing the code + Interface tour and report previews + Dashboards + What’s important • Audience • Sources: Campaign Tracking • Activity: Goal set-up + Advanced & where to lean more + Q&A 4
  • 5. GETTING STARTED: GA HIERARCHY + Account: Zoo, Inc • Property: lion.com • Property: tiger.com • Property: monkey.com o Profile: monkey.com – unfiltered o Profile: monkey.com – main o Profile: monkey.com – adwords traffic only o Profile: ecommerce.monkey.com + Tip: If you have two different blogs, create two properties within an account + Tip: you can’t undo a profile filter so it’s good to have an unfiltered profile 5
  • 6. GETTING STARTED: INSTALL CODE + Create account then go here: + Scroll down & copy your code: + Install it on all pages just before closing </head> tag. More: http://bit.ly/TMF0JG (Google help). Plugins available. 6
  • 9. DASHBOARD VIEW (UNDER HOME SECTION) + Add more widgets from this view + Set-up auto email + Compare date ranges + Create multiple dashboards 9
  • 10. THE INTERFACE: STANDARD REPORTING  Spend time exploring! 10
  • 11. STANDARD REPORTING + Plenty of options: 11
  • 12. LIKE A REPORT? ADD IT TO DASHBOARD + Drill down, if something is useful, click “Add to Dashboard” 12
  • 14. THE INTERFACE: CUSTOM REPORTING We’ll send you these templates, free: - Follow on LinkedIn: tinyurl.com/gfplinkedin - Follow on Twitter: @GroundsforPromo - Like at facebook.com/ groundsforpromotion Then FB message 14
  • 15. CUSTOM REPORTING EG: KEYWORD ANALYSIS 15
  • 16. WHAT’S IMPORTANT: AUDIENCE (DRILL DOWN PG. 1) + Geographic example + Ask what it means • See which markets perform best Drill Down • Find new Drill Down areas to market to + To learn demographics, get registration 16
  • 17. WHAT’S IMPORTANT: AUDIENCE (DRILL DOWN PG. 2) + Geographic example + Ask what it means Try Source • See which markets perform best • Find new areas to market to + To learn Click on Goal Sets demographics, get registration 17
  • 18. WHAT’S IMPORTANT: AUDIENCE (DRILL DOWN PG. 3) + Geographic example Goal Set 1 View + Ask what it means • See which markets perform best • Find new areas to market to + To learn demographics, get registration 18
  • 19. WHAT’S IMPORTANT: SOURCES + Where are people coming from: • Mobile: o Does my site cater well to mobile users? o What conversions work better on mobile o May want to put in responsive site template or create mobile site • Referring sites: o What sites are sending me the best traffic? o Get ideas for what types of sites like to link to you o Find unexpected supporters • Keywords: What keywords am I doing well/poorly on? o Helps you determine what types of keywords you’d like to focus on o Ideas for new keywords o What’s missing or too low? 19
  • 20. WHAT’S IMPORTANT: SOURCES (CONT.) + Where are people coming from: • Campaigns: e.g. a specific topic or event like Twitter party or webinar o Objective: understand results from emails, tweets, Facebook posts, etc o How? URL ID tracking of these elements:  Campaign: campaign name  Medium: social media, cpc, email  Source: google, facebook, email_newsletter  Content: text ad 1, text ad 2  Term: blue widget, orange widget o Tool for URL tagging: http://tinyurl.com/urltagger o Example:  Untagged url: groundsforpromotion.com  Tagged url: http://groundsforpromotion.com/?utm_source=webinar&utm_medium=email& utm_campaign=bloggeroutreach 20
  • 21. BENEFITS OF URL TAGGING + Example: Campaigns 21
  • 22. BENEFITS OF URL TRACKING (CONT.) + Campaign drill-down: 22
  • 23. WHAT’S IMPORTANT: ACTIVITY + What are people doing on your site? See which posts or pages are your best and worst, try to determine why. Look to decrease bounce rate through content improvement/better traffic sources 23
  • 24. WHAT’S IMPORTANT: GOALS + Goals can be • URL destination, e.g. “thank you page” for newsletter signup • Visit duration, e.g. > 30 seconds • Pages/Visit, e.g. > 2 pages/visit • Event, e.g. clicks on share button, Tweet button, or blog subscribe button + Where do I set up goals? • Admin  Drill down into profile  Goals 24
  • 25. WHAT’S IMPORTANT: GOALS/EVENT SET UP + Goals can be: • Button clicks: pointing to internal (buy) or external (Tweet) • Link clicks: pointing to internal (buy) or external (Facebook page) + How do I set up events? • Add code to the links on your site • More info: http://tinyurl.com/eventtracking101 (Search Engine Land article) 25
  • 26. ADVANCED FOR MORE INVESTIGATION + Internal site search tracking + Enhanced link attribution for improved site overlay reporting + Funnel reporting + Content Experiments: A/B testing + Multichannel Attribution + eCommerce tracking 26
  • 27. LEARN MORE + Help Center: http://support.google.com/analytics/?hl=en + GA Blog: http://analytics.blogspot.com/ + User Forum: http://groups.google.com/a/googleproductforums.com/forum/#!forum/analytics + YouTube Channel: http://www.youtube.com/googleanalytics?hl=en + Analytics IQ lessons: http://www.google.com/analytics/iq.html + Retain an expert: http://groundsforpromotion.com or many others 27
  • 28. Q/A Claim your seven custom GA report templates: + Follow on LinkedIn: tinyurl.com/gfplinkedin + Follow on Twitter: @GroundsforPromo + Like at facebook.com/groundsforpromotion Then FB message the page, we’ll reply with your templates Jonathan Sackheim jonathan@groundsforpromotion.com 303.641.3204 @groundsforpromo @jonnysack facebook.com/groundsforpromotion