RezStream Webinar: Measuring Internet marketing performance
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See what metrics and reports matter to your business in Google Analytics and how to interpret the data presented to improve your Internet marketing efforts.
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RezStream Webinar: Measuring Internet marketing performance
- 1. HOW TO MEASURE YOUR INTERNET MARKETING PERFORMANCE Liz Day 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210
- 2. ABOUT ME 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 • Liz Day • Digital Marketing Manager • 6+ years at RezStream • California born, Illinois raised and Colorado transplant • Recently went roller skating for a friend’s birthday www.rezstream.com
- 3. SUMMARY www.rezstream.com 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 • Key Metrics • Tracking Platform • Recommended Reports
- 4. www.rezstream.com 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 50% 15% 15% 5% 15% Organic Referral Pay Per Click Email Direct IDEAL REVENUE BREAKDOWN
- 5. 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 POLL QUESTION #1
- 6. www.rezstream.com 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 • Sessions – Total visits to a website • % New Sessions – New site visitors • Goal: 70% or higher • Bounce rate – The percentage of people that leave a site without visiting any other pages • Goal: 30% to 40%, anything lower KEY METRICS (VISITOR)
- 7. www.rezstream.com 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 • Conversions – When a user takes a desired action, i.e. online booking or form submission • Conversion rate - Percentage of visitors to your site who take a specific action • Goal: 1.50% or higher • Desktop: 1.8%, Tablet: 1.37% and Mobile: 0.61% • Revenue - Total revenue from online bookings KEY METRICS (ECOMMERCE)
- 8. 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 POLL QUESTION #2
- 9. 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com Year Over Year vs. Previous Period
- 10. 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com
- 11. 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com
- 12. 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com
- 13. 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com
- 14. 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com
- 15. 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com
- 16. 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com
- 17. 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 Admin Account settings Check “Anonymously with Google and others” www.rezstream.com
- 18. 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 POLL QUESTION #3
- 19. 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210
- 20. www.rezstream.com 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 • Revenue Revenue By Unit • Revenue By Channel • Sales By Channel (excluding changes) • Sales Gift Certificates BOOKING ENGINE
- 21. CONCLUSION Website: www.RezStream.com Email: Liz.Day@RezStream.com Toll Free: 866.278.9354 Social Media: – www.Facebook.com/RezStream – www.Twitter.com/RezStream – www.Plus.Google.com/+Rezstream – www.RezStream.com/Blog 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210
Hinweis der Redaktion
- Do you have a Google Analytics account? Yes No Not sure
- Google Analytics was originally developed from the Urchin on Demand software that Google acquired in the spring of 2005 The first Google-branded version was released in November 2005 Early on, Analytics was available by invitation only, as demand for the product was very high. It wasn’t fully available to all users until nearly a year after its initial release (August 2006)
- Google Analytics was originally developed from the Urchin on Demand software that Google acquired in the spring of 2005 The first Google-branded version was released in November 2005 Early on, Analytics was available by invitation only, as demand for the product was very high. It wasn’t fully available to all users until nearly a year after its initial release (August 2006)
- Do you have revenue tracking setup in Google Analytics? Yes No Not sure
- Change to reflect whatever period you want to analyze, i.e. yesterday, last month, last quarter, this month For the travel industry, you’ll most likely want to use “previous year” allowing you to compare to last year’s results due to trending/seasonality that can occur with your business If you don’t have YOY data, utilize previous period to get a sense of how your site is performing over time
- Change to reflect whatever period you want to analyze, i.e. yesterday, last month, last quarter, this month For the travel industry, you’ll most likely want to use “previous year” allowing you to compare to last year’s results due to trending/seasonality that can occur with your business If you don’t have YOY data, utilize previous period to get a sense of how your site is performing over time
- Use this report to compare traffic from search engines, referrals, and email campaigns. How actively are users engaging with your site and content? Review engagement metrics like Bounce Rate, Pages/Session, and Avg. Session Duration. Do users complete activities important to the success of your business or site/app? Look at conversion metrics like Goal Completions or to measure ecommerce outcomes, look at Transactions, Revenue, and Ecommerce Conversion Rate. Source: reflects the website’s URL , i.e. Google, BedandBreakfast.com, TripAdvisor Medium is the traffic channel, i.e. organic, email, referral and/or PPC Sessions: Total number of visits to your website (counts as a new session after 30 minutes of inactivity) Transactions: The number of online reservations or bookings resulting from your website’s booking engine, i.e. online reservations Revenue: Total reservation revenue generated through your website’s booking engine. Conversion Rate: Percentage of visitors who made an online reservations, i.e. 1.5% or above is positive
- Use this report to compare traffic from search engines, referrals, and email campaigns. How actively are users engaging with your site and content? Review engagement metrics like Bounce Rate, Pages/Session, and Avg. Session Duration. Do users complete activities important to the success of your business or site/app? Look at conversion metrics like Goal Completions or to measure ecommerce outcomes, look at Transactions, Revenue, and Ecommerce Conversion Rate. Source: reflects the website’s URL , i.e. Google, BedandBreakfast.com, TripAdvisor Medium is the traffic channel, i.e. organic, email, referral and/or PPC Sessions: Total number of visits to your website (counts as a new session after 30 minutes of inactivity) Transactions: The number of online reservations or bookings resulting from your website’s booking engine, i.e. online reservations Revenue: Total reservation revenue generated through your website’s booking engine. Conversion Rate: Percentage of visitors who made an online reservations, i.e. 1.5% or above is positive
- Use this report to compare traffic from search engines, referrals, and email campaigns. How actively are users engaging with your site and content? Review engagement metrics like Bounce Rate, Pages/Session, and Avg. Session Duration. Do users complete activities important to the success of your business or site/app? Look at conversion metrics like Goal Completions or to measure ecommerce outcomes, look at Transactions, Revenue, and Ecommerce Conversion Rate. Source: reflects the website’s URL , i.e. Google, BedandBreakfast.com, TripAdvisor Medium is the traffic channel, i.e. organic, email, referral and/or PPC Sessions: Total number of visits to your website (counts as a new session after 30 minutes of inactivity) Transactions: The number of online reservations or bookings resulting from your website’s booking engine, i.e. online reservations Revenue: Total reservation revenue generated through your website’s booking engine. Conversion Rate: Percentage of visitors who made an online reservations, i.e. 1.5% or above is positive
- The Audience reports provide insight into your audience characteristics including demographics and mobile devices used Geographic locations to better target users Mobile users to enhance your mobile strategy and the platforms you need to develop to grow those audiences
- The mobile reports allows you to understand your mobile users both on smartphones and tablet users so you can enhance your mobile strategy Use the mobile report to identify what types of devices are performing well for you in terms of traffic, new users, online reservations and online revenue Mobile = Smartphone Tablet = Tablets Desktops = Desktops Our clients are seeing increases in both mobile and tablets users which then impacts their online revenue This report will allow you to identify if smartphone users are having a positive experience on the website and/or if they are having a terrible experience which is negatively affecting the amount of revenue you could be generating from those visitors
- This section of Google Analytics is focused on your site- its content, performance and interactivity. The report allows you to identify new opportunities, user intent based on the pages they’re looking at and assist in evaluating poor performing content on the website All Pages report shows traffic metrics for each page on your site. Look for very high bounce rates, exit rates, low average time on page to determine lower quality pages These pages should be addressed immediately because they could be preventing visitors from making reservations with you Pageviews is the number of times a page was viewed whereas Unique Pageviews is the number of sessions in which the page was viewed. Bounce Rate is the percentage of visits in which the visitor only views one page of your website before leaving.
- Google Analytics announced yesterday that they’ll be rolling out new benchmark reports over the next few weeks, allowing users to compare their results to industry standard acquisition and engagement metrics. The new benchmark reports are located in the “Audience” section of the reporting interface and will be available to users who have opted-in to share data anonymously.
- How often do you check your Google Analytics? Once a month 3-5 times each year Never
- How often do you check your Google Analytics? Once a month 3-5 times each year Never
- Revenue Revenue By Unit Understanding if total reservations and revenue are ahead or behind compared to last year Revenue By Channel Understanding online channel performance, i.e. direct bookings up or down compared to last year and/or percentage they contribute Sales By Channel (excluding changes) Understanding if the online booking engine(s) are drive more or less reservations and revenue compared to last year Sales Gift Certificates Measuring success of gift certificate sales if that’s something the properties are marketing throughout the year (which they should be)