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Using Google Analytics to Improve Your Website

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Now What? Conference
Now What? Conference

Presented by Jeff Sauer at the Now What? 2014 conference on April 23, 2014 in Sioux Falls, SD. While over 75% of all websites have Google Analytics installed, most site owners don’t get beyond the first page when measuring their website performance. They are missing out on a wealth of information for how to draw in more visitors, reach your goals and improve your results. This workshop will help you go beyond the first page of reports and learn how get more from your analytics. Learn how to set goals, mine insights, and many more practical tips to improve your results.

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Google Analytics Workshop Using Google Analytics to Improve Your Website
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Your Guide 2   Jeff  Sauer   Marketer  and  Entrepreneur   Knowledge  Land   Minneapolis,  MN,  USA   Email:  jeff@jeffaly5cs.com     google.com/+JeffSauer   Newsle*er:  bit.ly/jeffaly5cs  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     About Jeff Sauer •  Google  AdWords  Cer5fied  Partner   since  2006   •  Google  Analy5cs  Cer5fied  Partner   since  2009   •  Named  2012  CIO  of  the  Year   •  Adjunct  Professor  at  St.  Thomas  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     I LOVE Google Analytics!
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Remember the Scientific Method? Report  Your  Results   (Was  Your  Hypothesis   Correct?)   Ask  a  Ques5on   Do  Background   Research   Construct  a   Hypothesis   Test  Your  Hypothesis   By  Doing  an   Experiment   Analyze  Your  Data   and  Draw  a   Conclusion  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Where We Need to Improve Analyze  Your  Data  and  Draw   a  Conclusion   Report  Your  Results  (Was   Your  Hypothesis  Correct?)   We  Fail  to  Analyze  and  Reflect!  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     What Can Analysis Do For Us? To  Understand  What  is   Working   To  Fix  Things  that  Are   not  Working   To  Improve  our  Results   To  Calculate  our  Value   To  Jus5fy  and   Encourage  Investment   To  Tell  our  Visitor  Story  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Google Analytics is Like Othello
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     A Mile Wide, a Mile Deep A Second to Learn A Lifetime to Master
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     A Tool to Help You Find Answers Not the Answer itself
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     What You Will Experience Today
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Don’t Worry
Simplify the Complex
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     My Attempt to Simplify the Complex
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Each Element Means Something
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Each Element Means Something
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Each Element Means Something
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Analytics is Turning Data into Information and Ultimately Knowledge Data  vs.  Informa5on  vs.  Knowledge:  hip://www.infogineering.net/data-­‐informa5on-­‐knowledge.htm    
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Use Data to Tell a Story
Some Fundamentals
CREATING A GOOGLE ANALYTICS ACCOUNT
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Creating a Google Analytics Account Sign  up  at  h*p://www.google.com/analy:cs      
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Choose Website for Tracking Choose   Web  Site  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Use Universal Analytics Choose   Web  Site   Universal  Analy5cs  Now   Only  Op5on  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Choose Data Sharing Settings
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Choose Data Sharing Settings Recommended  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Choose Data Sharing Settings Benchmark   Other  Sites  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Get the Code Copy  This  Sec5on   and  Paste  into  a   TXT  File  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Use Google Tag Manager Sign  Up:  h*p://www.google.com/tagmanager    
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Enter  Tracking  ID   or  Use  a  Macro   Check  to  Enable   Demographics  and   Remarke5ng  
GETTING CLEAN DATA ON YOUR WEBSITE
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Don’t be Fooled By Your Traffic Your  Actual   Traffic   How  You   Think  About   Your  Traffic  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Stop Tracking Yourself
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Discover Your IP Go  To  h*p://www.wha:smyip.com  to  learn  Your  IP  Address  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Filter Your IP in Google Analytics
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Create a New Filter
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Enter Your IP Address
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Filtering Rules Always  create  a  back  up   profile  with  raw  data   Large  organiza5ons  can   filter  ISP  or  IP  ranges   If  more  than  10%  of   traffic,  we  have  a   problem   Use  advanced  segments   on  historical  data   Some  paierns  aren’t   obvious   Annota5ons  help  share   knowledge  between   teams  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Use Annotations to Share Knowledge Annota5ons  help   explain  why  things   happened  that  way  
SETTING GOALS FOR YOUR WEBSITE
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Set Strategic Goals Macro  Goals     (Affiliate  Clicks,  AdSense,  Sales)   Macro  Goals  =  Top  Line  Revenue   Micro  Goals   (Downloads,  Time  on  Site,  Video  Views,  etc.)   Micro  Goals  =  Engaged  Visitors   Configure  your  goals  in  Google  Analy5cs   sepngs     You  can  set  up  to  20  goals!    
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Goals in Google Analytics
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Choose How to Track Goal
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Enter Goal Details
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Caution with Goals Assigning  a  Goal   Value  to  Revenue   Related  Goals  is   Highly   Recommended     Mul5ple  Goals   May  Create   Unrealis5c   Revenue  $  in   Reports    
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     New: Share Goals!
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     New: Share Goals!
ANALYZE CONTENT PERFORMANCE
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     What Content is Performing Best?
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Average Time on Page Average  Time  on  Page  Indicates  How   Long  Visitors  are  Engaging  with  Content     Generally,  more  5me  is  beier    
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Bounce Rate Bounce  Rate  Shows  the  Percentage  of   Visitors  That  Leave  Your  Site  Having   Only  Viewed  This  One  Page     Lower  is  beier  (but  can  be  misleading)  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Page Value Page  Value  Indicates  the  Rela5ve  Value   This  Page  Contributed  to  Your  Goals     Goals  Must  be  Configured  to  Work  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Content Performance Ideas Find  out  which  content   is  under-­‐promoted  in   social  media   Time  spent  on  content  <   5me  spent  viewing   content   Feature  downloadable   content  or  calls  to   ac5on  in  each  piece   Use  events  to  lower   bounce  rate  for   engaged  users   Advanced  content   tracking   Content  marke5ng   dashboards  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Advanced Content Tracking Learn  More:  hip://cutroni.com/blog/2014/02/12/advanced-­‐content-­‐tracking-­‐with-­‐universal-­‐analy5cs/    
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Use Content Grouping
TRACKING SEO RESULTS IN GOOGLE ANALYTICS
THE VILLAIN: KEYWORDS (NOT PROVIDED)
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Once Upon a Time I Said… “SEO  is   Analytics”     Jeff  Sauer  in  2009    
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Rich Keyword Reports in 2009
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Rich Data Going Away ~50%  of  Keywords  Not   Provided  in  2013  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     (Not Provided) Soon to be 100% 100%  of  Keywords  will  be   (Not  Provided)  in  5me  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     What Causes (Not Provided)? Should  we  move  to  an  all  HTTPS  web?:  h*p://yoast.com/web-­‐h*ps/    
WAYS AROUND (NOT PROVIDED) Photo  Credit:  One_Penny  via  Compfight  
ORGANIC SEARCH REPORTS
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Organic Search Still a Channel/Medium Organic  Search  Traffic  is   S5ll  Available  as  a  Channel  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Organic Search Still a Channel/Medium Organic  Search  Traffic  is   S5ll  Available  as  a  Channel   Organic  S5ll  Available   as  a  Medium  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     You Can Still Measure Traffic Trends Traffic  Comparison  by   Date  S5ll  Works  Great!  
LANDING PAGES
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Organic Landing Pages Not  Exactly  a  Keyword,  but   S5ll  Preiy  Awesome!  
FILTER YOUR DATA
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Ugly Not Provided Keywords What  Does  it   Mean?  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Filter Data to Include Landing Page How  to  steal  some  'not  provided'  data  back  from  Google:     h*p://econsultancy.com/blog/8342-­‐how-­‐to-­‐steal-­‐some-­‐not-­‐provided-­‐data-­‐back-­‐from-­‐google    
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Landing Page As Keyword Proxy Not  Perfect,  but   Much  Beier!  
WEBMASTER TOOLS
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Google Webmaster Tools Reports
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Google Webmaster Tools Reports Beau:ful  (and  Increasingly   More  Accurate)  Search  Data!    
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Setting Up Google Webmaster Tools Set  Up  Webmaster   Tools  Data  Sharing  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Edit Webmaster Tools Settings
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Select Webmaster Tools Property Select  Your  Site   Save  Progress  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     GWT Data Accuracy Improvements
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     GWT Data Accuracy Improvements More  detailed  search  queries  in  Webmaster  Tools:   h*p://googlewebmastercentral.blogspot.com/2014/01/search-­‐queries-­‐not-­‐rounded.html    
DASHBOARDS
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Not Provided Kit Not  Provided  Kit:  h*p://notprovidedkit.com/    
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Install Segments, Reports, Dashboards
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Custom (not provided) Dashboard
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Google Analytics Gallery Google  Analy:cs  Solu:ons  Gallery:  h*ps://www.google.com/analy:cs/gallery/    
TRACK SOCIAL MEDIA ACTIVITY ON YOUR SITE
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Social Reports = Well Guarded Secret “The  Social  Reports  in  Google   Analy5cs  are  the  Best  Thing   Nobody  is  Talking  About”     Jeff  Sauer,  2012    
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Social Reports Help Analysis Social  Traffic  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Social Reports Help Analysis Social  Plugins  Social  Traffic  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Social Reports Help Analysis Social  Plugins  Social  Traffic   Social  Data  Hub  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Social Reports Help Analysis Social  Plugins   Social  Conversa5ons  Social  Traffic   Social  Data  Hub  
SOCIAL TRAFFIC
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Easy Grouping of Social Traffic
SOCIAL PLUGINS
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Track Interaction With Social Buttons Select  Plugins   Under  Social  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Track Interaction With Social Buttons Select  Plugins   Under  Social   Then  Select   Social  Source   and  Ac5on   Track  Social  Interac:ons:   h*ps://developers.google.com/analy:cs/devguides/collec:on/gajs/gaTrackingSocial    
SOCIAL DATA HUB
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Information from Data Hub Partners Gain  Access  to  a  Wealth  of   Informa5on  from  Several  Social   Networks  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Learn About New Social Networks
SOCIAL CONVERSATIONS
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     What is Being Said About Your Website?
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Find Conversations and Respond
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Understand Where You are Popular
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Discover New Links Via Trackbacks
CAMPAIGN TRACKING
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Direct Traffic in the Dark Typical  Traffic  Source   Report,  Too  much  Direct   Traffic!  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Direct Numbers are Inflated Doubwul  This  Many  People   Know  to  Type  in  Website  URL  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Use Campaign Tracking! Google  Analy:cs  URL  Builder:   h*ps://support.google.com/analy:cs/answer/1033867?hl=en    
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Guide to Campaign Tracking Ul:mate  Guide  to  Campaign  Tracking:  h*p://www.anniely:cs.com/guides/defini:ve-­‐guide-­‐campaign-­‐tagging-­‐google-­‐analy:cs/    
DARK SOCIAL
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Dark Social is a Monster
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Add Hash to URL Direcmonster.js   Adds  Source  as  a   Hash  Code  to  URL   Directmonster  for  Dark  Social  by  Dan  Wilkerson/LunaMetrics:  h*p://bit.ly/1dtw9GC    
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Reduce Direct Percentage Directmonster  for  Dark  Social  by  Dan  Wilkerson/LunaMetrics:  h*p://bit.ly/1dtw9GC     Reduce  Direct   Percentage  by   over  50%!    
DEMOGRAPHICS
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Enable Demographics Enable  These   and  Update  Your   Tracking  Code   To  include  dc.js  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     View ABC Reports by Demographic Performance   by  Age  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Segment Social Visitors
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Understand Behavior by Gender
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Understand Conversion by Age
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Determine Interests for Targeting
Take Action
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Run Display Campaigns
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Purchase Targeted Facebook Ads
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Social Discovery with Stumbleupon
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Social Discovery with Stumbleupon
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Build Remarketing Lists Remarke:ng:   Abandoned   Cart   Remarke:ng:   Search  Landing   Page   Remarke:ng:   Product  Page   Remarke:ng:   Homepage   Similar  Audiences   &   In-­‐Market  Segments   Be*er   Worse  Cost  Per  Conversion  (CPA)   High  Low  Conversion  Rate   Image  Courtesy  of:  hip://www.slideshare.net/Catalyst_Canada/how-­‐google-­‐remarke5ng-­‐works    
Based  on  Segmented  Converter  List   Intelligent Remarketing Lists Seed  Remarke5ng  List   Similar  Audience  
CUSTOM DASHBOARDS FOR CONTENT MARKETERS/BLOGGERS
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Dashboards Pull it All Together Great  Dashboard  for  Bloggers:  h*p://www.portent.com/blog/analy:cs/the-­‐blogger-­‐dashboard-­‐google-­‐analy:cs-­‐for-­‐writers.htm    
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Do It Yourself Dashboards Select  New   Dashboard  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Do It Yourself Dashboards Blank  or   Pre-­‐Made   Op5ons  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Do It Yourself Dashboards View  Your   Dashboard  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Even Better: Trust the Experts Google  Analy:cs  Solu:ons  Gallery:  h*ps://www.google.com/analy:cs/gallery/    
Proving value to your organization Photo  Credit:  epSos.de  via  Compfight  cc  
ADVANCED SEGMENTS
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     First Interaction Social Segment First  Interac5on   from  Social  Media   9%  of  Visitors  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     First Visit Social Conversions
SOCIAL VALUE REPORTS
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Measure Value of Social Traffic
ATTRIBUTION MODELING
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Default Attribution Models in GA
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Create Your Own Model
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Tip: Compare Multiple Models Search,  Social   and  Referral   Suffering  from   Last  Click   Airibu5on  
MULTI CHANNEL FUNNELS
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     The Consumer Decision Funnel Researching  Trends   Genera5ng  Ideas   Learning  How   Product  Research   Comparing   Products   Purchase   Heavy  PPC,   Email    and     Landing  Pages   Heavy  Organic  Search,   Social,  Content  Marke5ng   &  Nurturing  Focus  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     How Social Media Generates Revenue
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Where Search Contributes Sales
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     How Organic Assists Sales
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     How Social Assists Sales
What Else Can We Do with Google Analytics?
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Track Mobile Websites & Apps
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Track Offline Marketing
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Video Tracking
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Advanced Segments
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Track Phone Sales and Leads
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Workflow Automation via API Exports
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     CRM Integration
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Cohort Analysis Photo  Credit:  Ol.v!er  [H2vPk]  via  Compfight  cc  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Universal Analytics
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    Photo  Credit:  Glyn  Lowe  Photoworks  Compfight  cc   Cost Data Import
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Dimension Widening Photo  Credit:  Caneles  via  Compfight  cc  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Custom Metrics Photo  Credit:  cambodia4kidsorg  via  Compfight  cc  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     More Google Analytics Fun! Demographics   User  IDs   Cross  Device  Analy5cs     Remarke5ng   Keyboard  Shortcuts   Custom  Alerts  
Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Questions? 165   Jeff  Sauer   Marketer  and  Entrepreneur   Knowledge  Land   Minneapolis,  MN,  USA   Email:  jeff@jeffaly5cs.com     google.com/+JeffSauer   Newsle*er:  bit.ly/jeffaly5cs  

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Using Google Analytics to Improve Your Website

  • 1. Google Analytics Workshop Using Google Analytics to Improve Your Website
  • 2. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Your Guide 2   Jeff  Sauer   Marketer  and  Entrepreneur   Knowledge  Land   Minneapolis,  MN,  USA   Email:  jeff@jeffaly5cs.com     google.com/+JeffSauer   Newsle*er:  bit.ly/jeffaly5cs  
  • 3. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     About Jeff Sauer •  Google  AdWords  Cer5fied  Partner   since  2006   •  Google  Analy5cs  Cer5fied  Partner   since  2009   •  Named  2012  CIO  of  the  Year   •  Adjunct  Professor  at  St.  Thomas  
  • 4. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     I LOVE Google Analytics!
  • 5. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Remember the Scientific Method? Report  Your  Results   (Was  Your  Hypothesis   Correct?)   Ask  a  Ques5on   Do  Background   Research   Construct  a   Hypothesis   Test  Your  Hypothesis   By  Doing  an   Experiment   Analyze  Your  Data   and  Draw  a   Conclusion  
  • 6. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Where We Need to Improve Analyze  Your  Data  and  Draw   a  Conclusion   Report  Your  Results  (Was   Your  Hypothesis  Correct?)   We  Fail  to  Analyze  and  Reflect!  
  • 7. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     What Can Analysis Do For Us? To  Understand  What  is   Working   To  Fix  Things  that  Are   not  Working   To  Improve  our  Results   To  Calculate  our  Value   To  Jus5fy  and   Encourage  Investment   To  Tell  our  Visitor  Story  
  • 8. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Google Analytics is Like Othello
  • 9. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     A Mile Wide, a Mile Deep A Second to Learn A Lifetime to Master
  • 10. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     A Tool to Help You Find Answers Not the Answer itself
  • 11. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     What You Will Experience Today
  • 12. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Don’t Worry
  • 14. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     My Attempt to Simplify the Complex
  • 15. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Each Element Means Something
  • 16. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Each Element Means Something
  • 17. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Each Element Means Something
  • 18. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Analytics is Turning Data into Information and Ultimately Knowledge Data  vs.  Informa5on  vs.  Knowledge:  hip://www.infogineering.net/data-­‐informa5on-­‐knowledge.htm    
  • 19. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Use Data to Tell a Story
  • 21. CREATING A GOOGLE ANALYTICS ACCOUNT
  • 22. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Creating a Google Analytics Account Sign  up  at  h*p://www.google.com/analy:cs      
  • 23. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Choose Website for Tracking Choose   Web  Site  
  • 24. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Use Universal Analytics Choose   Web  Site   Universal  Analy5cs  Now   Only  Op5on  
  • 25. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Choose Data Sharing Settings
  • 26. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Choose Data Sharing Settings Recommended  
  • 27. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Choose Data Sharing Settings Benchmark   Other  Sites  
  • 28. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Get the Code Copy  This  Sec5on   and  Paste  into  a   TXT  File  
  • 29. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Use Google Tag Manager Sign  Up:  h*p://www.google.com/tagmanager    
  • 30. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Enter  Tracking  ID   or  Use  a  Macro   Check  to  Enable   Demographics  and   Remarke5ng  
  • 31. GETTING CLEAN DATA ON YOUR WEBSITE
  • 32. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Don’t be Fooled By Your Traffic Your  Actual   Traffic   How  You   Think  About   Your  Traffic  
  • 33. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Stop Tracking Yourself
  • 34. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Discover Your IP Go  To  h*p://www.wha:smyip.com  to  learn  Your  IP  Address  
  • 35. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Filter Your IP in Google Analytics
  • 36. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Create a New Filter
  • 37. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Enter Your IP Address
  • 38. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Filtering Rules Always  create  a  back  up   profile  with  raw  data   Large  organiza5ons  can   filter  ISP  or  IP  ranges   If  more  than  10%  of   traffic,  we  have  a   problem   Use  advanced  segments   on  historical  data   Some  paierns  aren’t   obvious   Annota5ons  help  share   knowledge  between   teams  
  • 39. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Use Annotations to Share Knowledge Annota5ons  help   explain  why  things   happened  that  way  
  • 40. SETTING GOALS FOR YOUR WEBSITE
  • 41. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Set Strategic Goals Macro  Goals     (Affiliate  Clicks,  AdSense,  Sales)   Macro  Goals  =  Top  Line  Revenue   Micro  Goals   (Downloads,  Time  on  Site,  Video  Views,  etc.)   Micro  Goals  =  Engaged  Visitors   Configure  your  goals  in  Google  Analy5cs   sepngs     You  can  set  up  to  20  goals!    
  • 42. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Goals in Google Analytics
  • 43. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Choose How to Track Goal
  • 44. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Enter Goal Details
  • 45. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Caution with Goals Assigning  a  Goal   Value  to  Revenue   Related  Goals  is   Highly   Recommended     Mul5ple  Goals   May  Create   Unrealis5c   Revenue  $  in   Reports    
  • 46. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     New: Share Goals!
  • 47. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     New: Share Goals!
  • 49. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     What Content is Performing Best?
  • 50. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Average Time on Page Average  Time  on  Page  Indicates  How   Long  Visitors  are  Engaging  with  Content     Generally,  more  5me  is  beier    
  • 51. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Bounce Rate Bounce  Rate  Shows  the  Percentage  of   Visitors  That  Leave  Your  Site  Having   Only  Viewed  This  One  Page     Lower  is  beier  (but  can  be  misleading)  
  • 52. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Page Value Page  Value  Indicates  the  Rela5ve  Value   This  Page  Contributed  to  Your  Goals     Goals  Must  be  Configured  to  Work  
  • 53. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Content Performance Ideas Find  out  which  content   is  under-­‐promoted  in   social  media   Time  spent  on  content  <   5me  spent  viewing   content   Feature  downloadable   content  or  calls  to   ac5on  in  each  piece   Use  events  to  lower   bounce  rate  for   engaged  users   Advanced  content   tracking   Content  marke5ng   dashboards  
  • 54. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Advanced Content Tracking Learn  More:  hip://cutroni.com/blog/2014/02/12/advanced-­‐content-­‐tracking-­‐with-­‐universal-­‐analy5cs/    
  • 55. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Use Content Grouping
  • 56. TRACKING SEO RESULTS IN GOOGLE ANALYTICS
  • 57. THE VILLAIN: KEYWORDS (NOT PROVIDED)
  • 58. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Once Upon a Time I Said… “SEO  is   Analytics”     Jeff  Sauer  in  2009    
  • 59. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Rich Keyword Reports in 2009
  • 60. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Rich Data Going Away ~50%  of  Keywords  Not   Provided  in  2013  
  • 61. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     (Not Provided) Soon to be 100% 100%  of  Keywords  will  be   (Not  Provided)  in  5me  
  • 62. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     What Causes (Not Provided)? Should  we  move  to  an  all  HTTPS  web?:  h*p://yoast.com/web-­‐h*ps/    
  • 63. WAYS AROUND (NOT PROVIDED) Photo  Credit:  One_Penny  via  Compfight  
  • 65. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Organic Search Still a Channel/Medium Organic  Search  Traffic  is   S5ll  Available  as  a  Channel  
  • 66. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Organic Search Still a Channel/Medium Organic  Search  Traffic  is   S5ll  Available  as  a  Channel   Organic  S5ll  Available   as  a  Medium  
  • 67. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     You Can Still Measure Traffic Trends Traffic  Comparison  by   Date  S5ll  Works  Great!  
  • 69. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Organic Landing Pages Not  Exactly  a  Keyword,  but   S5ll  Preiy  Awesome!  
  • 71. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Ugly Not Provided Keywords What  Does  it   Mean?  
  • 72. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Filter Data to Include Landing Page How  to  steal  some  'not  provided'  data  back  from  Google:     h*p://econsultancy.com/blog/8342-­‐how-­‐to-­‐steal-­‐some-­‐not-­‐provided-­‐data-­‐back-­‐from-­‐google    
  • 73. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Landing Page As Keyword Proxy Not  Perfect,  but   Much  Beier!  
  • 75. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Google Webmaster Tools Reports
  • 76. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Google Webmaster Tools Reports Beau:ful  (and  Increasingly   More  Accurate)  Search  Data!    
  • 77. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Setting Up Google Webmaster Tools Set  Up  Webmaster   Tools  Data  Sharing  
  • 78. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Edit Webmaster Tools Settings
  • 79. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Select Webmaster Tools Property Select  Your  Site   Save  Progress  
  • 80. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     GWT Data Accuracy Improvements
  • 81. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     GWT Data Accuracy Improvements More  detailed  search  queries  in  Webmaster  Tools:   h*p://googlewebmastercentral.blogspot.com/2014/01/search-­‐queries-­‐not-­‐rounded.html    
  • 83. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Not Provided Kit Not  Provided  Kit:  h*p://notprovidedkit.com/    
  • 84. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Install Segments, Reports, Dashboards
  • 85. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Custom (not provided) Dashboard
  • 86. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Google Analytics Gallery Google  Analy:cs  Solu:ons  Gallery:  h*ps://www.google.com/analy:cs/gallery/    
  • 87. TRACK SOCIAL MEDIA ACTIVITY ON YOUR SITE
  • 88. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Social Reports = Well Guarded Secret “The  Social  Reports  in  Google   Analy5cs  are  the  Best  Thing   Nobody  is  Talking  About”     Jeff  Sauer,  2012    
  • 89. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Social Reports Help Analysis Social  Traffic  
  • 90. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Social Reports Help Analysis Social  Plugins  Social  Traffic  
  • 91. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Social Reports Help Analysis Social  Plugins  Social  Traffic   Social  Data  Hub  
  • 92. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Social Reports Help Analysis Social  Plugins   Social  Conversa5ons  Social  Traffic   Social  Data  Hub  
  • 94. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Easy Grouping of Social Traffic
  • 96. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Track Interaction With Social Buttons Select  Plugins   Under  Social  
  • 97. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Track Interaction With Social Buttons Select  Plugins   Under  Social   Then  Select   Social  Source   and  Ac5on   Track  Social  Interac:ons:   h*ps://developers.google.com/analy:cs/devguides/collec:on/gajs/gaTrackingSocial    
  • 99. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Information from Data Hub Partners Gain  Access  to  a  Wealth  of   Informa5on  from  Several  Social   Networks  
  • 100. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Learn About New Social Networks
  • 102. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     What is Being Said About Your Website?
  • 103. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Find Conversations and Respond
  • 104. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Understand Where You are Popular
  • 105. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Discover New Links Via Trackbacks
  • 107. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Direct Traffic in the Dark Typical  Traffic  Source   Report,  Too  much  Direct   Traffic!  
  • 108. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Direct Numbers are Inflated Doubwul  This  Many  People   Know  to  Type  in  Website  URL  
  • 109. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Use Campaign Tracking! Google  Analy:cs  URL  Builder:   h*ps://support.google.com/analy:cs/answer/1033867?hl=en    
  • 110. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Guide to Campaign Tracking Ul:mate  Guide  to  Campaign  Tracking:  h*p://www.anniely:cs.com/guides/defini:ve-­‐guide-­‐campaign-­‐tagging-­‐google-­‐analy:cs/    
  • 112. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Dark Social is a Monster
  • 113. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Add Hash to URL Direcmonster.js   Adds  Source  as  a   Hash  Code  to  URL   Directmonster  for  Dark  Social  by  Dan  Wilkerson/LunaMetrics:  h*p://bit.ly/1dtw9GC    
  • 114. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Reduce Direct Percentage Directmonster  for  Dark  Social  by  Dan  Wilkerson/LunaMetrics:  h*p://bit.ly/1dtw9GC     Reduce  Direct   Percentage  by   over  50%!    
  • 116. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Enable Demographics Enable  These   and  Update  Your   Tracking  Code   To  include  dc.js  
  • 117. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     View ABC Reports by Demographic Performance   by  Age  
  • 118. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Segment Social Visitors
  • 119. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Understand Behavior by Gender
  • 120. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Understand Conversion by Age
  • 121. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Determine Interests for Targeting
  • 123. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Run Display Campaigns
  • 124. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Purchase Targeted Facebook Ads
  • 125. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Social Discovery with Stumbleupon
  • 126. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Social Discovery with Stumbleupon
  • 127. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Build Remarketing Lists Remarke:ng:   Abandoned   Cart   Remarke:ng:   Search  Landing   Page   Remarke:ng:   Product  Page   Remarke:ng:   Homepage   Similar  Audiences   &   In-­‐Market  Segments   Be*er   Worse  Cost  Per  Conversion  (CPA)   High  Low  Conversion  Rate   Image  Courtesy  of:  hip://www.slideshare.net/Catalyst_Canada/how-­‐google-­‐remarke5ng-­‐works    
  • 128. Based  on  Segmented  Converter  List   Intelligent Remarketing Lists Seed  Remarke5ng  List   Similar  Audience  
  • 129. CUSTOM DASHBOARDS FOR CONTENT MARKETERS/BLOGGERS
  • 130. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Dashboards Pull it All Together Great  Dashboard  for  Bloggers:  h*p://www.portent.com/blog/analy:cs/the-­‐blogger-­‐dashboard-­‐google-­‐analy:cs-­‐for-­‐writers.htm    
  • 131. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Do It Yourself Dashboards Select  New   Dashboard  
  • 132. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Do It Yourself Dashboards Blank  or   Pre-­‐Made   Op5ons  
  • 133. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Do It Yourself Dashboards View  Your   Dashboard  
  • 134. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Even Better: Trust the Experts Google  Analy:cs  Solu:ons  Gallery:  h*ps://www.google.com/analy:cs/gallery/    
  • 135. Proving value to your organization Photo  Credit:  epSos.de  via  Compfight  cc  
  • 137. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     First Interaction Social Segment First  Interac5on   from  Social  Media   9%  of  Visitors  
  • 138. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     First Visit Social Conversions
  • 140. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Measure Value of Social Traffic
  • 142. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Default Attribution Models in GA
  • 143. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Create Your Own Model
  • 144. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Tip: Compare Multiple Models Search,  Social   and  Referral   Suffering  from   Last  Click   Airibu5on  
  • 146. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     The Consumer Decision Funnel Researching  Trends   Genera5ng  Ideas   Learning  How   Product  Research   Comparing   Products   Purchase   Heavy  PPC,   Email    and     Landing  Pages   Heavy  Organic  Search,   Social,  Content  Marke5ng   &  Nurturing  Focus  
  • 147. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     How Social Media Generates Revenue
  • 148. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Where Search Contributes Sales
  • 149. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     How Organic Assists Sales
  • 150. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     How Social Assists Sales
  • 151. What Else Can We Do with Google Analytics?
  • 152. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Track Mobile Websites & Apps
  • 153. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Track Offline Marketing
  • 154. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Video Tracking
  • 155. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Advanced Segments
  • 156. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Track Phone Sales and Leads
  • 157. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Workflow Automation via API Exports
  • 158. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     CRM Integration
  • 159. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Cohort Analysis Photo  Credit:  Ol.v!er  [H2vPk]  via  Compfight  cc  
  • 160. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Universal Analytics
  • 161. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    Photo  Credit:  Glyn  Lowe  Photoworks  Compfight  cc   Cost Data Import
  • 162. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Dimension Widening Photo  Credit:  Caneles  via  Compfight  cc  
  • 163. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Custom Metrics Photo  Credit:  cambodia4kidsorg  via  Compfight  cc  
  • 164. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     More Google Analytics Fun! Demographics   User  IDs   Cross  Device  Analy5cs     Remarke5ng   Keyboard  Shortcuts   Custom  Alerts  
  • 165. Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14     Questions? 165   Jeff  Sauer   Marketer  and  Entrepreneur   Knowledge  Land   Minneapolis,  MN,  USA   Email:  jeff@jeffaly5cs.com     google.com/+JeffSauer   Newsle*er:  bit.ly/jeffaly5cs