What are your visitors doing? What aren’t they doing? Where are they coming from? Which marketing activities are making a difference?  If you have Analytics, you have insights waiting to be discovered. This is the session where Andy Crestodina shows you step-by-step how to set things up, find insights and take action. Be prepared to level-up your digital marketing expertise.

1. #wineweb
Google Analytics
Fundamentals
no. 98

2. source: Orbit Media
94.6%of top marketing sites use
Google Analytics

3. 25%of Orbit clients
have Analytics set up properly
source: Orbit Media

4. A bit of history

5. source: AWStats

6. How Google Analytics Works
Javascript and Cookies

7. How Google Analytics works

8. How Google Analytics works

9. How Google Analytics works

10. How Google Analytics works

11. How Google Analytics works

12. Basic issues with GA

13. First Touch Deep Dive Purchase Purchase Loyalty
Same visitor, different devices

14. First Touch Deep Dive Purchase Purchase Loyalty
Same visitor, different devices

15. “Non-pageview” interactions

16. 16 clicks that don’t count
Carousel / slideshow advancing
Anchor/jump links
Rollover content
Dropdowns expanding
Offsite links / social media buttons
Social sharing buttons
Video plays
Livechat interactions
Embedded map interactions
Tabs
Filters
Scrolling
Comment / review submission
Mailto: links
PDF, PPT, Word downloads
Lightbox interactions

17. @crestodina • #CMWorld
Multistep process on a single URL

18. Multistep process on a single URL

19. Multistep process on a single URL

20. Multistep process on a single URL

22. Every number in Analytics
is inaccurate

23. Every number in Analytics
is inaccurate
…and that’s totally ok

24. @crestodina
Use data to make good marketing decisions

25. GA Jargon

26. Analytics vs analytics

27. Visitors are “Users”

28. Visits are “Sessions”

29. The ABCs of Analytics

33. The landscape
of the reports

46. The landscape
of the admin section

53. Filter out traffic from yourself
...you are not your target audience

54. How accurate is this data?

55. How accurate is this data?

64. Exclude traffic from robots
...because they never convert

65. Are there robots in my Analytics?

68. Setting up goals
...because GA doesn’t know what success looks like

69. Type of Conversion Revenue Content
Lead
Customer
Donor
Event Registrant @
Subscriber @
Downloader (guide, ebook, whitepaper) @
Webinar Registrant @
Follower / Fan @
Member @
Reviewer @
Job Applicant @

72. Thank you messages
...not good for Analytics

74. Email links
...not good for Analytics

77. Forms / thank you pages
...perfect for Analytics

78. Thank you!
Forms / thank you pages
...perfect for Analytics

79. Good Bye.

80. Thank you!

81. Subscribers from ‘Thank You’ page

82. ...so let’s use thank you pages
...because that was kinda rough.

83. 1. They see a Thank You page (additional messaging)
2. They get an auto-response email
3. Sends an email notification to you
4. Saves to database or CRM
5. Records as a conversion in Analytics
5 Things that happen when visitors submit...

84. image source: Marco Verch, Flickr

92. The Funnel Visualization report

93. The Channels report ...with conversion rates

94. The Channels report ...with conversion rates

95. Social channel conversions!

96. 1 in 3marketers don’t know
which tactic has the biggest impact

97. Goals can never be deleted
…and you only get 20 per view

98. Top Pages
Which are my most popular pages?

99. Content! One of the most
important reports in GA

100. Navigation Summary

101. Navigation Summary

102. Navigation Summary

104. 1. Add great calls to action
2. Add strong testimonials
3. Add links to your strongest content
4. Remove links to other websites
5. Polish! Add personality! Video! People!
5 Tips for Top Pages

105. Navigation Summaries
Where do they go from here?

106. Navigation Summary

111. 1. Any small links getting clicked a lot?
2. Any big buttons getting missed?
3. Are calls to action effective?
4. What gets clicked the most in the main nav?
5. What never gets clicked in the main nav?
5 Questions to ask your Navigation Summary

112. “Everything you remove from a page
makes everything that’s left more prominent!”
Less is more (effective)

113. Filters
Find things in the first column fast

118. Advanced Filters
Find anything fast!

119. “Which blog posts have bounce rates
of more than 80%”
Let’s answer this question...

123. Campaign Tracking Code
Where are your email visitors hiding?

124. ESP Metrics vs. Website Metrics
source: Increase Email Open Rates, Orbit Media

125. Social Metrics vs. Website Metrics

126. Where are my email visitors?

127. There they are!!
Where are my email visitors?

131. source: URL Builder

132. source: URL Builder

133. source: URL Builder

134. source: URL Builder

135. source: URL Builder

136. Medium
broadest origin of traffic
cpc
Source
Specific (branded) origin of traffic
facebook
Campaign Name
Specific marketing effort
spring_sale
Campaign tracking for a Facebook ad

137. Medium
broadest origin of traffic
email
Source
Specific (branded) origin of traffic
mailchimp
Campaign Name
Specific marketing effort
april_newsletter
Campaign tracking for an email newsletter

138. Medium
broadest origin of traffic
cpm
Source
Specific (branded) origin of traffic
twitter
Campaign Name
Specific marketing effort
event_registration
Campaign tracking for a Twitter campaign

139. Now we have campaign data!

142. Never add campaign tracking
code to internal links

143. Adding notes in GA
“Annotations” help tell stories.

144. There’s a story behind the data...

149. 1. Sent an email campaign
2. Started, changed or stopped advertising
3. Press hit!
4. Changed website
5. Changed Analytics setup
5 Reasons to add Annotations

151. Putting it all together
Let’s combine all of our new skills!

152. “Which pages get the most traffic from
social media visitors?”
Interesting question...

153. Step 1: Go to Behavior > Site Content > All Pages

154. Step 2: Click on the “Secondary dimension” dropdown

155. Step 3: Select “Medium” (find it by searching or clicking Acquisition > Medium)

157. Step 4: Click to set an advanced filter (so we can filter by medium!)

158. Step 5: Set filter so Medium contains “social” and click Apply

160. Using Segments
How to find specific audiences

168. Saving Reports
Because they’re kinda hard to make

172. Sharing Reports
Don’t go it alone!

175. Analytics is useless!
...unless you share, make decisions and take action.

176. Reporting is not analysis

177. @crestodina
Using data to make good marketing decisions

178. 1. It answers questions
2. You share the insights
3. You make decisions based on those insights
4. You take action
5. You measure the impact
Analytics is useful only if...

179. Crossing the Line
From beginner… to advanced… to expert

187. THANK YOU!