Is your company starting to implement online marketing strategies such as SEO, PPC or social media? If this is the case, are you tracking your efforts through a web analytics platform like Google Analytics? If not, you may be wasting your time as you have no idea which strategies are driving traffic and converting visitors to leads or sales. If you are utilizing Google Analytics, what metrics are you looking at to determine campaign effectiveness? This presentation will provide info on the following: Google Analytics setup, advanced reporting features and reports offered by Google's free analytics platform. Learn how to measure your efforts, and better understand what success looks like.

1. Formic Media Seminar Series:
Google Analytics

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

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

5. Google Analytics Overview

6. 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

7. 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)

8. 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

9. 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

10. Setting Up Google Analytics

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

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

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

14. Setting Up Google Analytics
 Once verified you will have the option to sign up for
Google Analytics

15. Setting Up Google Analytics
 Once verified you will have the option to sign up for
Google Analytics

16. Setting Up Google Analytics
 The first step in setting up GA, is to create a site
profile

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

18. Adding Code to your site
 You will need to access your website files via an ftp
server or plugin.
 you will need to add the snippet Google Analytics
generated for you directly above the closing head
tag(</head>) to all pages of your site

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

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

21. Adding Website Profiles
 Visit your Dashboard -> Click the box “Add website
Profile”

22. Users
 Visit your Dashboard -> Click the box “User
Manager”

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

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

25. Advanced Tracking &
Interface Features

26. 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

27. Setting Up Filters, Goals & Funnels
 Filters

28. 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

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

30. Setting Up Filters, Goals & Funnels

31. 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

32. Setting Up Filters, Goals & Funnels

33. Setting Up Filters, Goals & Funnels

34. Custom Alerts

35. 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

36. Advanced Segments

37. Advanced Segments

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

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

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

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

42. 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

43. Google URL Builder
Required fields:
 Campaign Source
 Campaign Medium
 Campaign Name
Location:
http://www.google.com/support/analytics/bin/answer.py?answer=55578

44. Reporting, Metrics & Analysis

45. Site Usage

46. Top Mediums

47. Top Mediums

48. Top Mediums

49. Top Keywords

50. Top Content

51. Top Content

52. Top Content

53. Top Content

54. Top Content

55. Top Visitors

56. Goals

57. Ecommerce Reporting

58. Custom Reporting

59. Recent Updates

60. 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

61. Recent Updates
 Sign-up for the Beta!

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

63. Recent Updates
 New Dashboard:

64. Recent Updates
 My Site Stats Tab:

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

66. Recent Updates
 Events Goals:
 You can use Event Tracking in Google Analytics to
track visitor actions that don't 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

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

68. Recent Updates
 New GA Tracking Code feature: client side POST
support:
 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.

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

70. Contact:
John McPhee, Account Director
503-517-9059 x122| johnm@formicmedia.com
http://www.formicmedia.com/seminars
@formicmedia
Facebook.com/FormicMediaInc
LinkedIn.com/company/formic-media-inc.