Beyond Indigo Pets - The Social Vet 4.0: Tracking Your Website Performance With Google Analytics

1. +
The Social Vet
Tracking Your Website
Performance Using Google
Analytics
Day 1:
Getting Started With Google Analytics

2. +
What We Cover Today
The webinar today will be broken into a
few components:
1. Introduction to Google Analytics and
FAQ
2. Creating your account
3. Tracking code installation
4. Administrative controls
5. Webmaster Tools & AdWords
6. Reporting at a glance
7. Questions!

3. +
Pt. I: Introduction to Google
Analytics
What is Google Analytics?
 Google Analytics is client-side web
analytics tool, which is used to
track visitor interaction with your
website.
 This tool runs off piece of
JavaScript that we embed within
your website.
 All of the data is then collected in
one centralized location, where it is
then organized into a number of
viewable reports.

4. +
Introduction to Google Analytics
A few more bits about Google
Analytics:
 GA launched in 2006.
 A number of changes have come
about in the last few years.
 Universal Analytics is on the way.
 Google also provides some great
resources for learning more about
GA.

5. +
Frequently Asked Questions about
Google Analytics
Some common GA questions
1. How accurate is Google Analytics?
2. Is the privacy of my visitor
protected?
3. Cookies? I hear those are bad!
4. Are there any alternatives to Google
Analytics?
5. Information overload! What can
Google Analytics do for me?

6. +
FAQ #1: How Accurate is Google
Analytics?
Simple answer: As good as it gets
 Client-side analytics platform.
 GA works off cookies, which are
accepted by most users.
 Unless cookies are cleared, it will
remember visitors as unique.
 Some limitations, but perfectly suited
to the needs of most.

7. +
FAQ #2: Is the Privacy of My Visitor
Protected?
Simple answer: Yes, completely.
 None of the data collected has any
personal information.
 Google Analytics, like all Google
sites, has a high level of security.
 Google does not release any
information through GA that might
compromise privacy of the visitor.
 You can install plug-ins to opt-out.

8. +
FAQ #3: GA Uses Cookies? I Hear I
Should Be Weary of Those
Simple answer: Not at all!
 Somewhere along the line, a negative
connotation with cookies was
(undeservedly) developed.
 Cookies can be used for a variety of
applications, but there is nothing at all
wrong with the way Google Analytics
uses them here.
 Cookies are a completely normal
component of the web.

9. +
FAQ #4: Are There Any Alternatives
to Google Analytics?
Simple answer: No, not really.
 High-cost associated with other
products.
 Most of the other products exceed the
needs and budget of small business
owners.
 Google Analytics is completely free
unless you purchase the enterprise-
level service.

10. +
FAQ# 5: Information Overload!
What Can GA Do For Me?
What you can learn!  Tracking ROI from
advertisement campaigns.
 Identify issues within your
website.
 Find out what pages are the
most important to your clients.
 Track referrals from third party
websites.
 See what search queries your
visitors are using to locate your
website.

11. +
Google Analytics: Taking a
Proactive Approach
The end result? Empowerment!
 “What works? What doesn’t?”
 “Page X needs more traffic!”
 “People aren’t filling out our forms
online, why is that?”
 “I pay X amount each month for 4
web referrals from Yellow Pages?
Let’s revisit that.”

12. +
Pt. II: Creating Your Google
Analytics Account
To get started, go to www.google.com/analytics, click “Create an Account”

13. +
Creating Your Google Analytics
Account
In the top right hand corner, click “Sign Up” *Note that your Google Analytics
and Gmail account are not automatically the same.

14. +
Creating Your Google Analytics
Account
Create the Google Analytics Account, proceed as directed.

15. +
Creating Your Google Analytics
Account
Complete the steps below to create your new GA web property.

16. +
Creating Your Google Analytics
Account
That’s it! You are now ready to install the tracking code.

17. +
Pt. III: Installing Your Tracking Code
What you’ll need: 2.) Access to your website code. If
you have a webmaster, they can
1.) The tracking code, copied from
Google Analytics: easily perform this task for you.
*Example: 3.) If you plan on editing the code
yourself, you’ll need an application
that can edit code.
Warning! If you aren’t comfortable
installing the code yourself, seek
help! The last thing you want to do
is accidentally “break” your website.

18. +
Installing Your Tracking Code
The tracking code is then added to the code on the desired page, just below the
closing </head> tag.
Feeling lost? If you have any questions have any questions about this, please
feel free to ask. If you are a Beyond Indigo client, we do this part for you.

19. +
Installing Your Tracking Code
Checking the installation: Google Analytics  Home  Real Time 
Overview

20. +
Installing Your Tracking Code
If you don’t see the live tracking working, you can always check in the
code. Doing this varies depending on the browser, but Wikihow.com has
a great article to help you through this.
www.wikihow.com/View-Source-Code

21. +
Installing Your Tracking Code
About the urchinTracker from the
older GA.
 Still works just fine.
 Easy fix if you want to replace it.
 Does have some limitations.
 Most websites from the last 3 years
don’t have it.

22. +
Pt. IV Basic Administrative Settings
The admin panel allows you to Today, we will focus on:
control most aspects of your
account, including: 1. Adding users
 Who has access to what 2. Creating/deleting Profiles
information.
 Set filters for the data that you
see.
 Create “funnels” and “goals” for
your GA data.
 Adjust the name of your
property.

23. +
Basic Administrative Settings
To help explain some of the different elements in the admin area,
here is a great info-graphic provided by Google.
Source: https://developers.google.com/analytics/resources/concepts/gaConceptsAccounts

24. +
Basic Administrative Settings
To locate your “Admin” area, just enter Google Analytics, and click on the
Admin button in the top right corner.

25. +
Basic Administrative Settings
Next, click the property name.

26. +
Basic Administrative Settings
To set users, you must first select the profile

27. +
Basic Administrative Settings
Once in the profile, you’ll be able to see all users, and make changes.

28. +
Basic Administrative Settings
Adding a new user is quick and easy!

29. +
Basic Administrative Settings
Remember! Users only have access to the profile that you add them to.
Administrators have access to all profiles on the account.

30. +
Basic Administrative Settings
Next, we’ll look at how to create and manage profiles – click back to the
account, before choosing a profile.

31. +
Basic Administrative Settings
Once you add the new profile, you should see it listed next to the other

32. +
Basic Administrative Settings
Removing profiles is easy, too. Just click on “Profile Settings” and find the
“Delete this profile” button.

33. +
Pt. V: Connect To Webmaster Tools
Connecting your GA account to Google Webmaster tools can help to open
up a whole new set of analytics data!

34. +
Pt. V: Connect To Google AdWords
If you have a Google AdWords account, connecting with your GA account is
simple. You can find this option on the profile page, under “Data Sources.”

35. +
Pt. VI: Reporting at a Glance
Now that we’ve covered everything you’ll need to know about getting set
up on Google Analytics, you are now ready to begin collecting and
reviewing your data!

36. +
Questions?
Feel free to ask now! You can do that in
the little GoToMeeting Window.
Or contact me later:
Tyler Kerxhalli
SEO / Google Analytics Manager Beyond
Indigo
(877) 244-9322 x312
tyler@beyondindigo.com
*I would also be happy to email you this
slideshow!

37. +
On Deck for Tomorrow!
In the next session, we’ll be looking
at:
 What are Metrics? What do they
mean?
 Overview of all of the reports the
Google Analytics has to offer.
 Tracking referrals from Yellow
Pages, Angie’s list, etc.
 What reports matter for your
business!

38. + Thank you!
Be sure to join us again
tomorrow for Day 2 of
The Social Vet: Reports
Breakdown &
Reviewing Your Data.
Day two will focus on the reports that Google
Analytics provides us:
• Which reports to watch
• In-depth look at available reports
• Setting up custom display options
• Google Analytics glossary