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x

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Google Analytics Tracking Code
Google Analytics (ga.js)

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Google Analytics Tracking Code
Universal Analytics

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Upgrading to Universal Analytics

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Upgrading to Universal Analytics

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Benefits of Universal Analytics
 New Google standard for accurate tracking
 More reporting features
 More in-depth data on visitors to your site
 Ability to setup custom dimensions and metrics
 All new Google Analytics profiles are automatically setup
on Universal Analytics

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One Code To Rule Them All?
 Google Tag Manager
 https://www.google.com/tagmanager/
 1x implementation on site
 Add tracking pixels & verification codes through browser

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Audience Overview: What’s Happening On My Site?

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Audience Overview: What’s Happening On My Site?

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Audience Overview: What’s Happening On My Site?
• Derive Meaning
▫ Select comparative date range
▫ Have visits increased? Decreased? Remained flat?
▫ Major shifts in bounce rate or new visitors?
• Take Action
▫ Are you aware of any recent changes in:
 Marketing activities
 PR coverage
 Offline events
▫ Move onto Traffic Sources to determine cause of increase or decrease in visits

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Audience Overview: What’s Happening On My Site?
Black Friday Sale

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Audience Overview: What’s Happening On My Site?
Onsite Poll

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New Report: Acquisition > Channels

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All Traffic: How Did Visitors Find Your Site
 Traffic Source Types
 Direct to Site
 Organic Search
 Paid Search
 Referral
 Social
 Email
 Referral sources include social media, press releases & blogs
 Create Custom Types
 Display
 Blog

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All Traffic: How Did Visitors Find Your Site?

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Behavior: What Content Are People Interested In?
Behavior > Site Content > All Pages

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Behavior: What Content Are People Interested In?
 Look for Opportunities
 What pages of your site are visitors drawn to?
 What pages do people visit, then immediately leave your site?
 Take Action
 Popular Content
 Create more content of a similar nature
 Send relevant paid search traffic here
 High Bounce Rate
 Revise the text on the page
 Misleading keywords?
 Try a new layout

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Goal Conversions

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Goal Conversions

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Goal Conversions: Ecommerce

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Event Tracking – Capture On Page Engagement
Special Event
Sign-Up

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Event Tracking – Capture On Page Engagement
Hero Image
&
Featured Box
Traffic

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Event Tracking – Capture On Page Engagement
Ad Banner Click-Thru

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Event Tracking – Capture On Page Engagement

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Event Tracking – Capture On Page Engagement

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Event Tracking – Capture On Page Engagement

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Calculate Advertiser Click-Thru-Rates
 Clicks/Sessions = Average Click-thru-Rate (CTR)
 Example: 750 events (banner clicks)/ 150,000 sessions
 0.50% CTR

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Event Tracking – Capture On Page Engagement
Embedded Video

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Event Tracking – Capture On Page Engagement

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Event Tracking – Capture On Page Engagement

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Event Tracking – Capture On Page Engagement

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Event Tracking – Capture On Page Engagement

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Event Tracking – Capture On Page Engagement
Product Purchase
Details

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Event Tracking – Capture On Page Engagement

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Event Tracking – Capture On Page Engagement

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Event Tracking – Capture On Page Engagement

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Google Analytics Reports: Email Please!
Enter Your Email Address
How often & for how
long do you want to
receive the reports?

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Google Analytics Reports: Email Please!
Select Report Format

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Thank You!
Presentation Available:
http://www.slideshare.net/KateHamiltonMiller