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Under the hood of Google Analytics

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How to interpret Google Analytics reports to measure marketing efforts, optimize website performance
and make informed decisions about web content and design.

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Under the hood of Google Analytics

  1. 1. Under the hood of
  2. 2. Meet Monica Business owner, mother of two, yogi, creative enthusiast and Tiger fan mayecreate.com/resources facebook.com/mayecreate twitter.com/mayecreate Youtube.com/mayecreate
  3. 3. Overview Introduction • General visitor metrics • Where your visitors come from • How they find you • How they use your site Application Using this information to: • Measure marketing efforts • Optimize performance • Make informed decisions about content and design • Define web analytics • Why it’s important • The lay of the land Gathering information
  4. 4. Web Analytics Defined • Google Analytics (GA) is a service offered by Google that generates detailed statistics about the visits to a website. • It is the most widely used website statistics service. • The product is aimed at marketers = as you opposed to webmasters and technologists from which the industry of web analytics originally grew.
  5. 5. Web Analytics Defined • Google Analytics (GA) is a service offered by Google that The product generates is made detailed for people statistics like you so you about can make the visits to a informed marketing decisions. website. • It is the most widely used website statistics service. • The product is aimed at marketers = as you opposed to webmasters and technologists from which the industry of web analytics originally grew.
  6. 6. How GA Works
  7. 7. Why it’s important • Websites are one of the most trackable marketing tools available to small businesses • Analytics help you gauge effectiveness of marketing efforts outside your website • Data provided assists with optimizing content • Results allow you to make informed decisions about content and site design
  8. 8. Lay of the land • Login at www.google.com/analytics • Choose your site profile or search for it • Welcome to data overload!
  9. 9. Google Analytics got a new look in 2014 Logo | Layout | Terminology
  10. 10. Lay of the Land: Audience Overview  Previously called “Dashboard”
  11. 11. Links to audience related data available about your website. An overview of this information is emailed to you in your monthly website traffic report.
  12. 12. Default date range settings are for one calendar month
  13. 13. The date range can be changed at any time to review more specific timeframes
  14. 14. Plotted timeline of metrics measured in reports Report output displays below the timeline it varies from report to report
  15. 15. • % New Sessions (Previously % New Visitors) The percentage of new visitors to your site as compared to all visitors during a given time period • Avg. Visit Duration The average amount of time a visitor spends at your site • Bounce Rate The percentage of people who only visited one page on your site before they “bounced” somewhere else • Pages/Session (Previously Pages/Visit) The average visit in terms of page views Visitor metrics Visit Metrics
  16. 16. Visitor metrics Visit Metrics (Cont.) • Pageviews The number of pages viewed • Sessions (Previously Visits) A session is the period time a user is actively engaged with your website, app, etc. All usage data (Screen Views, Events, Ecommerce, etc.) is associated with a session. • Users (Previously Unique Visitors) Count of unique visitors (based on cookie data) in a given period of time. Each browser gets a cookie once a visitor has gone to your site. These visitors may have been to your site before the determined timeframe. Not necessarily new visitors to the site, just unique to the requested timeframe.
  17. 17. Why just measure when you can measure with purpose? Getting Started: Goals
  18. 18. Goal Guidelines • Set ____________ viewer-centric goals • Focus on building _____ value for website visitors • ________ Integrate your website into the _________ processes of your business
  19. 19. APPLICATION Our site goals • Generate leads using our blog as a portal to engage our target market by offering free downloadable resources • Nurture and qualify leads submitted through the site to ensure they’re a fit for our business
  20. 20. APPLICATION Our site goals • Build credibility and share our qualifications by showing off our awesome work in our portfolio • Highlight our company culture and values in an in-your-face way to detour businesses who don’t share our values
  21. 21. Why does Google love engagement? Measuring Goals
  22. 22. APPLICATION Measuring for Engagement • _______ Increase pageviews • ______ Longer avg. session duration • _____ Lower bounce rate • _______ Increase pages/session • _____ More return visitors = Good visitor engagement
  23. 23. APPLICATION Our site goals • Generate leads using our blog as a portal to engage our target market by offering free downloadable resources • Nurture and qualify leads submitted through the site to ensure they’re a fit for our business Visits and visit duration on blog posts, return visitors, pages per visit Form submissions converted to closed business, new visitors
  24. 24. APPLICATION Our site goals • Build credibility and share our qualifications by showing off our awesome work in our portfolio • Highlight our company culture and values in an in-your-face way to detour businesses who don’t share our values Visits and visit duration on portfolio pages, clicks through to contact page Visits to the meet the team, about us, smile behind the sass and contact page
  25. 25. APPLICATION We can judge the progress towards our goals by doing a date comparison of metrics
  26. 26. APPLICATION Pick through the data to reveal the big picture: S C A B I • __can for large changes • __ompare individual report data to the site averages • __nnotate items that are out of the ordinary • __rainstorm possible reasons for variations • __nvestigate further for clarification
  27. 27. How are visitors finding your website? Is your website viewed by prospects or customers? Traffic Sources
  28. 28. Traffic Sources • ___________ found your site by typing in your domain Direct Traffic name or bookmarking pages to visit your site directly Search Traffic • ___________ found you by searching using a search engine such as Google • ____________ found you by clicking on a link to your Referral Traffic site from another site
  29. 29. APPLICATION Acquisition > All Traffic > Direct Direct Traffic
  30. 30. APPLICATION Direct Traffic • Visitors that know you or have heard of you • Lots of direct traffic often means your other marketing is working
  31. 31. APPLICATION Acquisition > All Traffic > Google/Organic Organic Traffic
  32. 32. APPLICATION Organic Traffic • What search engine do your visitors use most? • This can indicate a good search engine on which to place ads • The content they’re finding may indicate which of your target markets are visiting your site so you can write successful ads
  33. 33. APPLICATION Acquisition > All Referrals Referral Traffic
  34. 34. APPLICATION Referral Traffic • Shows other websites driving traffic to your site • Some sites may be a result of other marketing efforts such as social media • Look for directory sites and investigate ways to get even more traffic from those that are already good referrers
  35. 35. APPLICATION Referral Traffic Cont.
  36. 36. APPLICATION Traffic Observations • Our number one referrer is our inbound marketing site this is good, it’s doing it’s job • Facebook is down which is surprising as we’ve been working on improving our social media campaigns • Twitter and LinkedIn aren’t in the top 10 either, perhaps we need to adjust our post formats • Seamalt.com…never heard of it, need to research this
  37. 37. Are visitors finding your site for what you do? Acquisition > Keywords > Organic Search Terms
  38. 38. Awareness: customer identification of a need and the realization that your business can potentially fulfill it Consideration: customer evaluation of how your offering meets this need, including the evaluation of offerings from other businesses Preference/Intent: a customer’s logical and emotional inclination towards one solution or another, ultimately leading to a purchasing decision 2 Consideration 1Awareness Preference/Intent Purchase/Repurchase: the action of ordering and buying from your business or the emotional and logical process that (hopefully) leads to a repeat purchase 3 Purchase/Repurchase 4
  39. 39. Search Terms • When you are found by your _____________ business name it means the rest of your marketing is working • If you are not found by ___________ what you do it means your ___________ pagecontent needs improvement • If you are frequently found for things ___________ you don’t do your ___________ page content needs improvement
  40. 40. APPLICATION Are they engaging in your website when arriving via search? Search Terms
  41. 41. APPLICATION • Visitors that search for your company or services • Visitors finding you by what you do are closer to the beginning of the buying cycle • Visitors finding you by your name are generally closer to the end of the buying cycle • Lots of visitors finding you by your name could mean they are clients or your other marketing is driving traffic to your website
  42. 42. APPLICATION GOOD WORK!
  43. 43. APPLICATION Search Term Observations • Our blogging activities bring in more search traffic than anything else • Need to make sure common topics are supported with an offering and workflow to gather and nurture leads • Facebook logo blagh • Review competition for keywords such as “Web Design Columbia MO” to make sure we’re not dropping in the local rankings
  44. 44. Are your visitors engaged? New vs Returning Frequency Engagement
  45. 45. New vs Returning Frequency Engagement • New visitors are _____ good • Return visitors are ______ better • Strive for ______ more visitors visiting __________ more often with _________ increased session duration
  46. 46. APPLICATION New vs Returning Audience > Behavior > New vs Returning • As new visitors increase you want return visitors to increase as well • If your content is good return visitors will increase more than new visitors over a given time period • Return visitors tell you if your content is appropriate and if your other marketing efforts such as social media and email marketing are working • New visitors tells you the number of potential leads you can gather from your site and if your content if relevant
  47. 47. APPLICATION Frequency Audience > Behavior > Frequency Read this report from right to left to right example: 17,551 viewers visited the website one time and viewed a total of 42,155 pages
  48. 48. APPLICATION Engagement Audience > Behavior > Engagement
  49. 49. APPLICATION Engagement Observations • Our return visitors are more engaged that our new visitors, they stay on the site longer and view more pages per session • Need to keep working on automation workflows providing quality content to increase return visitors • Look at percentages to see how new navigation is impacting visitor frequency and engagement
  50. 50. What information interests your visitors? Page Views
  51. 51. Page Views • Average time on page tells us if the content was ________ engaging • Pages with high _____________ entrances are optimizing well or linked to often • A high bounce rate usually means the content ______ wasn’t what they thought it would be or the _______________ conversion path is unclear • Exit rates should be highest on ____________ contact page then generally the __________ home page
  52. 52. APPLICATION 2012-2013 (1-2 Blog Posts Per Month) 2013-2014 (12-15 Blog Posts Per Month) Behavior > Site Content > All Pages Page Views
  53. 53. APPLICATION • Review well trafficked pages with high bounce rates and exit rates and identify possible improvements • Seek to understand what types of viewers are interested in which types of information to ensure you’re speaking to them appropriately
  54. 54. APPLICATION
  55. 55. APPLICATION Page View Observations • Our blog posts generate traffic • Exit rates are down due to improved navigation to clarify conversion paths • Construction posts are optimizing well, identify ways to convert more visitors to leads • Average time on page has dropped, we need to be sure we’re formatting information so viewers want to stay and read it
  56. 56. How do visitors travel through your site? Audience > User Flow Visitors Flow
  57. 57. Visitors Flow • The most common third stop is your home _____ page due to back clickers • Illustrates how visitors ____ flow through your site • The red indicator gives a good visual of ________ exit rate • Pay attention to how visitors arrive at your _______ contact page
  58. 58. APPLICATION
  59. 59. APPLICATION Visitors Flow Observations • Need to write more blog posts about newsletters • Need a clearer conversion path to help visitors stay on the website and gather their information, bounce rates are still high on many pages • People use our website to get our contact information if they’re a client or are ready to buy • Resources may not be a very clear page name
  60. 60. Where are your visitors located? Audience > Geo > Location Location
  61. 61. Location • Visitors from _________________ different locations may visit different information on your website • This data can be used to _________________ gage effectiveness of ________ regional marketing campaigns • The data can also be used to locate _________________ possible expansion areas
  62. 62. APPLICATION Location • Shows what visitors in a geographical area are doing on your website • If a large amount of traffic is not coming from your service area another business may exist with a similar name • Try to narrow down what information each area is interested in to identify areas for expansion
  63. 63. APPLICATION Missouri Traffic
  64. 64. APPLICATION Columbia Traffic
  65. 65. APPLICATION Los Angeles Traffic
  66. 66. APPLICATION Location Observations • Columbia and Los Angeles visitors are not interested in the same information • Visitors from other states are more interested in blog posts • Columbia visitors are later in the buying cycle than Los Angeles visitors • We should make sure to pair high ranking blog posts with a downloadable offer to qualify LA visitors
  67. 67. How are visitors viewing your website? Audience > Technology > Browser and OS Technology
  68. 68. Technology Chrome Firefox • Early adopters tend to use ________ and _______ browsers, many local college students use ______ Safari • If mobile viewers make up ________ over 25% of your audience _____________________ watch their data closely and consider creating a mobile site if their interactions are not similar to overall • In comparison to your ________ average data: ______ high bounce rate, _____ low page views and _____ low time on site from mobile users are good indicators you need a mobile optimized site
  69. 69. APPLICATION What program do viewers use to see your website? Are any browsers causing errors? Browser
  70. 70. APPLICATION • Consider doing another sort on top of this data for location or landing page to determine what type of visitor is using your site with a particular browser • Non-typical data for a particular browser may be an indication your site isn’t displaying properly in that browser
  71. 71. APPLICATION What device to viewers use to see your website? Do you need a mobile site? Identify problem areas. Mobile
  72. 72. APPLICATION • This report can also help you deduct where people are viewing your site: at home, from work, on the go. Take that into consideration when evaluating numbers. • Non-typical data may mean your site isn’t displaying well for the sought after information on a particular device • Consider combining this information with a sort for landing page to understand which data may or may not be displaying well on devices
  73. 73. APPLICATION Do I need a mobile site?
  74. 74. APPLICATION Which mobile devices are used to view my site?
  75. 75. APPLICATION Technology Observations • Our viewers are likely accessing our site while at work • We don’t have enough mobile traffic to need to have a mobile site yet (9.7%) • Session duration and pages per session are considerably lower on mobile devices, we need to investigate what those pages are to determine if and where we need to work on the site’s mobile display • iPhones and iPads access our site more often than any other mobile device, when optimizing for mobile display and interaction on those devices must be user friendly
  76. 76. Overview Introduction • General visitor metrics • Where your visitors come from • How they find you • How they use your site Application Using this information to: • Measure marketing efforts • Optimize performance • Make informed decisions about content and design • Define web analytics • Why it’s important • The lay of the land Gathering information

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