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A Whirlwind Tour through Google AnalyticsGooglefest June 2014 - Charleston SC

Tina ArnoldiMarketing Consultant and Trainer

360InternetStrategy.com

Twitter: tinaarnoldiYouTube: tinaarnoldiSlideshare: 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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Make sure it’s working

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Make sure it’s installed

•Right click–View source•UA-xxxxxxx-01

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Views and filters

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Views and filters

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

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Mobile Traffic

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Location

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Date range

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Annotations

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Link to AdWords

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Advanced Segments

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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_source=SlideShare&utm_medium=Googlefest&utm_campaign=Gfest%20Slides

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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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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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Social Media

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When to post

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Conversion -> Multi-Channel Funnels

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Intelligence Events

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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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Webmaster Tools

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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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Export and email reports

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Resources

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50 minute presentation on YouTube** more than you want to know

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analyticsacademy.withgoogle.com

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Thank you!Tina Arnoldi

Marketing Consultant and Trainer360InternetStrategy.com

Twitter: tinaarnoldiYouTube: tinaarnoldiSlideshare: tinaarnoldi