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Formic Media Seminar Series: Google Analytics

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 Around since 1981 Reaches over 20,000 people around Oregon Publishes 100 Best Companies to Work for in Oregon Provides readers with insight into  News, features & analysis from around Oregon  Newest innovations from all sectors  Interviews with CEOs on how to succeed Get Your Free Subscription  Use code FORMIC

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Upcoming Seminars May 11th – Elements of Sales Success June 8th – Website Clinic July 13th – Advanced PPC Tactics

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Agenda Overview Setting up Google Analytics Advanced Tracking & Interface Features Reporting, Metrics & Analysis Recent Updates

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Google Analytics Overview

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Google Analytics Overview What is Google Analytics?  Google Analytics (GA) is a free service offered by Google that generates detailed statistics about the visitors to a website. - Wikipedia

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Google Analytics Overview Who Should Use Google Analytics?  Anyone that has to make decisions about your website, online campaigns and other marketing efforts (could be offline)

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Google Analytics Overview Why Use Google Analytics?  It’s free  Easy to implement & use  Analyze online & offline efforts  Map to business goals & KPIs  Improve efforts by reviewing/analyzing the data  Links with AdWords  Use data for monthly reporting

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Google Analytics Overview Business Case for Using Google Analytics  $50 Million in annual sales  Increase conversion rate from 2.0% to 2.1%  5% increase in conversion rate = $2.5 Million increase in sales

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Setting Up Google Analytics

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Setting Up Google Analytics Go to www.google.com/analytics Login with your Google Account or create one

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Setting Up Google Analytics If Creating, simply fill out your personal information

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Setting Up Google Analytics If Creating, simply fill out your personal information

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Setting Up Google Analytics Once verified you will have the option to sign up forGoogle Analytics

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Setting Up Google Analytics Once verified you will have the option to sign up forGoogle Analytics

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Setting Up Google Analytics The first step in setting up GA, is to create a siteprofile

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Setting Up Google Analytics GA will generate code to add to your site.

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Adding Code to your site You will need to access your website files via an ftpserver or plugin. you will need to add the snippet Google Analyticsgenerated for you directly above the closing headtag(</head>) to all pages of your site

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Check your code installation Look for a green checkmark in your site status, if youhave a yellow !, you still have some issues with yourinstallation

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Check your code installation Visit EpikOne Site Scan: http://sitescanga.com/ Run the report, you will get page by page results ofany tracking issues

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Adding Website Profiles Visit your Dashboard -> Click the box “Add websiteProfile”

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Users Visit your Dashboard -> Click the box “UserManager”

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Managing Users You can manage or add users through this interface

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Adding Users When adding a user you can limit the sites they canaccess as well as their level of access, ie. reports

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Advanced Tracking & Interface Features

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Advanced Tracking & Interface Features Setting Up Filters, Goals & Funnels Custom Alerts Advanced Segments E-commerce Tracking Event Tracking URL Builder for Tracking Non-AdWords Campaigns

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Setting Up Filters, Goals & Funnels Filters

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Setting Up Filters, Goals & Funnels Goals  Always try to define at least one goal for a website  What are my Business Objectives?  Why do I have a website?  Examples of Website Goals:  Thank You Page  Software Download  Account Sign-Up  More than 3 Pages Viewed  Less than 5 Minutes on the Site

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Setting Up Filters, Goals & Funnels Three Types of Goals  URL Destination  Time on Site  Pages/Visit

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Setting Up Filters, Goals & Funnels

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Setting Up Filters, Goals & Funnels Three Types of Goal URL Match Types  Head Match: /dealoftheday/  Exact Match: /dealoftheday/thankyou.html  Regular Expression Match: /.*/thankyou.html  Will match the following: /dealoftheday1/thankyou.html /dealoftheday1/thankyou.html?query=sale /dealoftheday1/signup.html /dealoftheday2/thankyou.html

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Setting Up Filters, Goals & Funnels

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Setting Up Filters, Goals & Funnels

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Custom Alerts

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Advanced Segments vs. Filtered Profiles Advanced Segments  May be applied to historical data  Are available across all accounts and profiles  Can be compared side-by-side in reports  Are easier to create than a filtered profile When to use a filtered profile:  To permanently alter or restrict the data that appears in a profile  If you need to restrict user access to a subset of data

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Advanced Segments

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Advanced Segments

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E-commerce Tracking  Step One: Enable e-commerce tracking Analytics Settings > Edit Profile Settings > Edit Main Website Profile Information

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E-commerce Tracking Step Two: Get Google Analytics Tracking CodeExample code:http://code.google.com/apis/analytics/docs/tracking/gaTrackingEcommerce.html#Example

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E-commerce Tracking  Step Three: Add code to receipt page to begin tracking transactions

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Event Tracking Track visitor interaction with on-site elements,such as Flash movies Define categories,actions, labels andvalues View EventTracking under“Content”

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Google URL Builder  Use when tracking non AdWords traffic – AdWords traffic is auto tagged when you link Analytics & AdWords  Track newsletter traffic  Track email traffic  Track paid traffic from external sites

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Google URL BuilderRequired fields: Campaign Source Campaign Medium Campaign NameLocation:http://www.google.com/support/analytics/bin/answer.py?answer=55578

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Reporting, Metrics & Analysis

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Site Usage

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Top Mediums

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Top Mediums

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Top Mediums

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Top Keywords

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Top Content

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Top Content

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Top Content

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Top Content

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Top Content

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Top Visitors

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Goals

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Ecommerce Reporting

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Custom Reporting

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Recent Updates

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Recent Updates New Version of Google Analytics released in Beta:  Released a month ago  Sign-up for the Beta here  Faster to find the data you want  More features (e.g. multiple dashboards)  Updated GA Help Section

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Recent Updates Sign-up for the Beta!

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Recent Updates Access to the Beta should take about 2-3 days: Click the “New Version” Link

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Recent Updates New Dashboard:

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Recent Updates My Site Stats Tab:

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Recent Updates In-page Analytics (added last October):  Not available in the new Beta version of GA

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Recent Updates Events Goals:  You can use Event Tracking in Google Analytics to track visitor actions that dont correspond directly to pageviews.  Downloads of a PDF or other file  Interaction with dynamic or AJAX sites  Interaction with Adobe Flash objects, embedded videos, and other media

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Recent Updates Configuring Event Goals:  For more details on set-up, go here.

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Recent Updates New GA Tracking Code feature: client side POSTsupport:  Traditionally, client-side tracking code beacons have been sent via HTTP GET requests, limited to 2048 bytes by some browsers and proxies.  Requests sent to GA that exceeded this limit were dropped, and the data never recorded.  Now, requests longer than 2048 bytes will be sent via HTTP POST, which has no such limit.

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Recent Updates New GA Tracking Code feature: client side POSTsupport:  This feature requires no user configuration and has been pushed in the latest version of the JavaScript tracking code.

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Contact: John McPhee, Account Director503-517-9059 x122| johnm@formicmedia.com http://www.formicmedia.com/seminars @formicmedia Facebook.com/FormicMediaInc LinkedIn.com/company/formic-media-inc.