Getting to know Google Analytics: Understanding audience, acquistion, behavior, and conversions.

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Getting to know Google Analytics
College of Charleston, May 22, 2015
Tina Arnoldi
Marketing Consultant and Trainer
360InternetStrategy.com
Twitter: tinaarnoldi
YouTube: tinaarnoldi

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Why use it?
• See which marketing efforts are working
• Look for traffic patterns & trends
• Learn which referral sources are useful
• See where people leave the site
• Oh.. And it’s free

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Set-Up/Admin

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Make sure it’s installed
•Right click
–View source
•UA-xxxxxxx-01

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Make sure it’s working

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Views and filters
Free Webinar in July

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Views and filters

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Link to AdWords

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Export and email reports

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Annotations

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You acquire your audience
They behave a certain way
You hope they convert
The Big Picture

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Acquisition

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Location

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Mobile Traffic

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Mobile-Friendly Test

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Traffic
• How do people find you?
• Does behavior change based
on the source?
• Is it behavior you expect?
• If it’s positive, you may want
to put more resources into
that traffic source.

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Social Media

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When to post

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Webmaster Tools

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Tag campaigns – URL Builder
• Website URL –
360InternetStrategy.com
• Campaign Source (Referrer) -
SlideShare
• Medium –
Googlefest

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Tag campaigns – URL Builder
• You see and click on
–http://www.360internetstrategy.com/
• You land on
–http://360internetstrategy.com/?utm_sourc
e=SlideShare&utm_medium=Googlefest&ut
m_campaign=Gfest%20Slides

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Behavior

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Intelligence Events

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Landing Pages
• What pages are acting as the intro
to your site?
• Can they be improved?
• Is your important messaging there?
• Are your top landing pages also
your top exit pages?
• Is there a call-to-action?

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Bounce Rate

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So how do you lower bounce rate?
• Limit how much is in the sidebar of the
page so visitors aren’t overwhelmed.
–Ex. 3 posts instead of 30 posts
• Additional resources are good but don’t
overdo it with external links.
• Make related content stand out.

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Advanced Segments

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Advanced Segments
Free Webinar in July

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Visitor Flow
• A graph that represents the path
visitors took through your site
–Node = dimension
–Connection = path
• Focus on one piece at a time

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Right click on a
segment for a
closer look.

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Conversions

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Goals
• Destination (confirmation)
• Duration (can be good or bad)
• Pages
• Event (video play)

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Where are they converting?

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Conversion -> Multi-Channel Funnels

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DEMO TIME!
Let’s look at some data

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Resources

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analyticsacademy.withgoogle.com

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GYBO.com

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Q & A/Wrap-up
Tina Arnoldi
Marketing Consultant and Trainer
360InternetStrategy.com
Twitter: tinaarnoldi
YouTube: tinaarnoldi