The document outlines an agenda for a Google Analytics workshop. It will cover what website analytics is and how it works, followed by four steps to better measurement using analytics: 1) measure what matters, 2) proper implementation, 3) setting up goals, events and revenue tracking, and 4) tracking marketing campaigns. The workshop will also address three critical questions analytics can answer and include a Q&A session.
3. What is Website Analytics?
How does it work?
4 steps to better measurement
3 critical questions you can answer
Q&A
4. What is Website Analytics?
How does it work?
4 steps to better measurement
3 critical questions you can answer
Q&A
5. What is Website Analytics?
How does it work?
4 steps to better measurement
3 critical questions you can answer
Q&A
6. What is Website Analytics?
How does it work?
4 steps to better measurement
3 critical questions you can answer
Q&A
7. What is Website Analytics?
How does it work?
4 steps to better measurement
3 critical questions you can answer
Q&A
8. What is Website Analytics / GA
Web analytics is the
measurement, collection, analysis and
reporting of internet data for purposes of
understanding and optimising web usage.
9. What is Website Analytics / GA
Web analytics is the
measurement, collection, analysis and
reporting of internet data for purposes of
understanding and optimising web usage.
15. 73% do not track micro conversion
goals such as newsletter sign ups or
account registrations
16. Why Does This Happen?
• Poor or no communication between marketing and
tech/developers
• Skill gap and understanding
• Websites are getting more complex
• But…Analytics will benefit everyone
– Help marketers create winning campaigns
– Help tech improve the websites experience
• Working together and finding common ground one of
the most important aspects of modern digital marketing
• Analytics packages are becoming more Marketer
friendly (Google Analytics Tag Manager)
17. Step 1) Measure What Matters
• Measure what matters
– Visits, pageviews, search traffic, time on site, bounce
rates are NICE TO KNOWS
– Add to cart, checkout, newsletter
subscription, whitepaper download, form
completion, call back request, social media
interactions, register for event etc. are OUTCOMES
18. Step 2) Implementation
• Very important step!
• Check for updated tracking
implementation
• Universal Analytics – recently
launched
• Ensure this code is applied to
all website pages
• This is the collection stage we
looked at earlier
19. Step 3) Goals, Events and Revenue
• Goals = Conversions = Outcomes
– Subscribing to newsletter
– Registering / Creating an account
– Checkouts
• Events = Actions = Outcomes
– Allows us to track complex actions
– E.g. Video plays, file downloads, social interactions
20. Step 3) Goals and Revenue
• Some events might be also be goals
– Macro goal: Completing course enquiry form
– Micro goal: Download prospectus, viewing key page etc.
– Helps us understand the path visitors take
• Revenue / Ecommerce
– Enable ecommerce tracking – automatically applies the
transactional value of purchases.
– We use this to quantify the value of different channels
– Non e-commerce websites can still attribute a value of
goal
21. Step 4) Tracking Campaigns
• Tag all marketing links for effective measurement (use URL Builder tool)
• www.ncirl.ie >
www.ncirl.ie/?utm_source=students_2014&utm_medium=email&utm_
campaign=valentines
22. 3 Critical Questions You Can Answer
1. Where is my most valuable traffic coming from?
– What channels and campaigns are driving traffic
– Is it converting and what is the value of the conversion?
2. How are people experiencing my site?
– Mobile v Desktop visitors
– What paths are they taking to towards outcomes
3. What content do people care about?
– Most visited pages
– New and returning visitors
– Bounce rates
24. The values are not that
important…
How are you going to use them
to understand and optimise?
25. Resources & Tools
1.
2.
3.
4.
5.
6.
7.
8.
Econsultancy survey http://econsultancy.com/blog/10925-80-of-online-retailersare-using-google-analytics-incorrectly
Introduction to Google Analytics Tag Manager
http://cutroni.com/blog/2012/10/01/all-about-google-tag-manager/
How to set up GA web tracking code
https://support.google.com/analytics/answer/1008080
Ecommerce tracking https://developers.google.com/analytics/devguides/collection/gajs/gaTrackingEco
mmerce
How to set up Goals - https://support.google.com/analytics/answer/1032415
Social Analytics - https://support.google.com/analytics/answer/1683971
Social Interactionshttps://developers.google.com/analytics/devguides/collection/gajs/gaTrackingSoci
al
Social tracking for ‘AddToThis’ http://penguininitiatives.com/track-social-sharesaddthis-widget-google-analytics/
Hinweis der Redaktion
Thank you Rob, and thanks to all of that are here - experience the college facilities and and to give you a little flavour of what the course is about.My name is Barry Hand, I’m the head of marketing for GrabOne.ie and have worked for online companies including lastminute.com and Digiweb – mainly around the area of measuring and optimising digital performance.As someone who works in the industry and has been involved in training and educating marketers – the biggest opportunity right now is becoming educated and experienced in important areas of Digital marketing
And reserve some time at the end for any questions you might have.Before we continue, How many of you have experience with website analytics or google analytics right now?
Collecting data as you browse a websiteThis then get’s processedYou can apply configure certain options to enhance the data (e.g removing internal trafficReporting stage, allows you create rich and meaningful reports on performanceAll of this sounds great, and it is but there are some fundamental problems.
One of the key reasons digital marketing is the envy of traditional marketers is our ability to measure – but as we see this isn’t always the case.
We’re going to look at 4 simple steps to measure more effectively
Sign up at google.com/analytics for a new account, or upgrade your existing account.
3. What content do people care about?did you find everything okay today?