1. G o o g le
A n a ly t ic s
f o r S m a ll
B u s in e s s
Pe e tdb : K idaC a e
rs ne y e r h n y

2. W e b A n a ly t ic s : W h y
S h o u l d Yo u C a r e
• You can evaluate the effective of online advertising, e-mail
newsletters and other marketing efforts
• You’ll find out what people like and don’t like about your
website
• You’ll get into the heads of your visitors as they visit your
site
• You can improve your website’s design and content for your
audience

3. G o o g le A n a ly t ic s K e y
Te r m s
• Visitor: An individual user of your site
• V i s i t /S e s s i o n : Time from when a visitor enters and leaves
your website
• P a g e v i e w s : Every time a visitor views a web page on a site
• S i t e R e f e r r e r : External web page that brought visitor to
you
• C o n v e r s i o n : When a visitor completes an action (buys a
product, subscribes to newsletter)
• B o u n c e R a t e : Percentage of visitors that exit after only
viewing one page of a website

4. A v o id D a t a O v e r lo a d !
Identify the key metrics that tell your how your site is
performing against your set g o a l s .
• Top Key Phrases from search engines
• Top Referring Websites
• Site Content Popularity
• Site Bounce Rate

5. To p K e y P h r a s e s f r o m s e a r c h
e n g in e s F in d in “ s e a r c h ”
s u b c a t e g o r y in “ Tr a f f ic
S ourc e s ”

6. To p R e f e r r i n g W e b s i t e s
F in d in S o u r c e s >
R e f e r r a ls in
“ Tr a f f ic S o u r c e s ”

7. S it e B o u n c e R a t e

8. A n a ly t ic s a n d A d w o r d s
• Google Analytics and Google AdWords are made to be used
together. But NOT the same product!
• AdWords helps advertisers measure ad performance
• Analytics helps you understand what happens to traffic when it
gets to your site.
• ProTip: Analyze website factors (bounce rate, pages per visit,
conversion rate along with ad content factors (keyword
performance, ad copy, ad groups, etc.)

9. A n a ly t ic s a n d A d w o r d s
• Use Adwords to identify and increase search marketing
keywords that lead to conversation (here’s how to link your
accounts goo.gl/cVuK4)
• Use URL Builder to tag e-mail campaigns to increase the
effectiveness of your e-mails (here’s a list of best practices for
tagging e-mails: goo.gl/CNKFu)

10. To o l s a n d R e s o u r c e s
Google Analytics Education (Videos and more):
goo.gl/mGpDG
Google Analytics Support:
goo.gl/dKOkS
Google Analytics Blog:
goo.gl/fQDWC
Google Analytics Reporting Tools (Excel PlugIns and more):
goo.gl/zzA66
Google Analytics URL Builder
goo.gl/MB6zX

11. keidra@gmail.com
www.thewebfarmers.com
www.keidrachaney.com
@kdc