ISITE Design's Amanda Bernard and Ryan Summers share insights on using Google Analytics to optimize content, inform experience design, and more!

1. Analytics
for Pros
SEMpdx

2. ISITE Design

3. $39.5BILLION
IN 2012
$62 BILLION
BY 2016
http://www.go-gulf.com/blog/online-ad-spending

4. WHY WEB ANALYTICS IS
IMPORTANT TO SEM AND ONLINE
ADVERTISING
• Prove to people that SEO is not all Voodoo
magic
• Show the down-stream value of Online
Advertising and SEM by reporting beyond
the click.
• Get credit for your work even when a
conversion is done weeks later from another
channel.

5. • Inbound link tracking / auto-tagging
• CRM Integration
• Ad Words Integration
• Custom Data Sources
• E-Commerce Integration
• Goal Values
• Universal Analytics
http://support.google.com/analytics/answer/1033867?hl=en
How can I use Google Analytics to calculate
the ROAS?

6. • Inbound link tracking / auto-tagging
• CRM Integration
• Ad Words Integration
• Custom Data Sources
• E-Commerce Integration
• Goal Values
• Universal Analytics
http://cutroni.com/blog/2009/03/18/updated-integrating-google-analytics-with-a-crm/
How can I use Google Analytics to calculate
the ROAS?

7. • Inbound link tracking / auto-tagging
• CRM Integration
• Ad Words Integration
• Custom Data Sources
• E-Commerce Integration
• Goal Values
• Universal Analytics
How can I use Google Analytics to calculate
the ROAS?

8. • Inbound link tracking / auto-tagging
• CRM Integration
• Ad Words Integration
• Custom Data Sources
• E-Commerce Integration
• Goal Values
• Universal Analytics
How can I use Google Analytics to calculate
the ROAS?

9. • Inbound link tracking / auto-tagging
• CRM Integration
• Ad Words Integration
• Custom Data Sources
• E-Commerce Integration
• Goal Values
• Universal Analytics
https://developers.google.com/analytics/devguides/collection/gajs/gaTrackingEcommerce
How can I use Google Analytics to calculate
the ROAS?

10. • Inbound link tracking / auto-tagging
• CRM Integration
• Ad Words Integration
• Custom Data Sources
• E-Commerce Integration
• Goal Values
• Universal Analytics
How can I use Google Analytics to calculate
the ROAS?

11. • Inbound link tracking / auto-tagging
• CRM Integration
• Ad Words Integration
• Custom Data Sources
• E-Commerce Integration
• Goal Values
• Universal Analytics
Google Analytics User Group Thursday 4/11 @ ISITE Design
How can I use Google Analytics to calculate
the ROAS?

12. TIP: Segment by organic search and
look at the engagement , bounce rate
and conversion rates to your top and
bottom landing pages.
What is the best content to optimize and link
to?

13. TIP: Tag engagement events and set
them as goals. Give these goals a goal
value relative to the perceived value of
this engagement metric.
What if there is no on-line conversion?

14. TIP: Create a custom report that shows
the event or goal value by campaign,
keyword, or source.
What if there is no on-line conversion?

15. TIP: Use multi-channel paths to see
how visitors touch multiple campaigns
and sources before converting.
How can I use Google Analytics to optimize channel
performance?

16. TIP: Use channel grouping to make
custom groupings of your inbound
traffic.
How can I use Google Analytics to optimize channel
performance?

17. TIP: Make custom segments based on
similar behaviors to see where you can
optimize the experience
How can I use Google Analytics to personalize the
experience of campaign traffic?

18. TIP: Google Analytics now lets you
create retargeting rules based on your
analytics configuration and data. Use
your personas to drive retargeting
rules.
http://www.google.com/analytics/features/remarketing.html
How can I use Google Analytics to personalize the
experience of campaign traffic?

19. • Self-Referrals Tip: Verify all of your
• Non-Qualified Visitors pages are tagged, cross-
• Conversions on 3rd Party Domains domain tracking is
configured, and there
are no redirects that are
breaking cookies.
How do I make sure my data is accurate?

20. • Self-Referrals Tip: Create a segments
• Non-Qualified Visitors or filters to exclude
• Conversions on 3rd Party Domains visitors looking for jobs,
investors, current
customers, internal
users, and vendors
How do I make sure my data is accurate?

21. • Self-Referrals Tip: Special linking code
• Non-Qualified Visitors needs to be set between
• Conversions on 3rd Party Domains the GA tags when you
are tracking conversions
from one domain to
another domain.
https://developers.google.com/analytics/devguides/collection/gajs/gaTrackingSite
How do I make sure my data is accurate?

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Why Searcher Personas?

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Define The Buying Cycle

24. Group Keywords & Analyze

25. Demographic & Behavioral Research

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Research and Analytics helped us identify key content and success metrics for each
searcher persona.

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The Searcher Personas - KinderCare

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Searcher Personas In Action

35. WWW.ISITEDESIGN.COM