Google Analytics 101 for Business - How to Get Started With Google Analytics
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Transcript of Google Analytics 101 for Business - How to Get Started With Google Analytics
How to Measure Success with Google
Analytics: Getting Started off on the Right Foot
By Jeff Sauer (@jeffalytics)
Three Deep Marketing
Your Google Analytics Guide
Jeff Sauer Digital Marketer Vice President Three Deep Marke9ng St. Paul, MN, USA
Download These Slides Here: bit.ly/ga101
Interested in Google Analy9cs Training?
Learn More: bit.ly/request-‐ga-‐training
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
About Jeff Sauer
• Vice President at Three Deep Marke9ng in St. Paul, MN
• Google Analy9cs Cer9fied Partner since 2009 • Working in the Web Industry since 1999
• Named 2012 CIO of the Year by the Minneapolis/St. Paul Business Journal
• Three Deep was an Inc. 5000 Fast Growing Company Award in 2010, 2011, 2012 & 2013
• Board Member for MIMA and MnSearch
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Remember the Scienti"c Method?
Report Your Results (Was Your Hypothesis
Correct?)
Ask a Ques9on
Do Background Research
Construct a Hypothesis
Test Your Hypothesis By Doing an Experiment
Analyze Your Data and Draw a Conclusion
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
What Web Marketers Do Poorly?
Analyze Your Data and Draw a Conclusion
Report Your Results (Was Your Hypothesis Correct?)
We Fail to Measure and Reflect!
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Why Measure the Web?
To Understand What is Working To Fix Things that Are not Working
To Improve our Results To Calculate our Value
To Jus9fy and Encourage Investment To Dominate our Niche
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
How We Used to Measure the Web
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
So Many Vendors to Choose From!
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Then Google Analytics Came Along
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
And Put Many of them Out of Business
Because…
It’s FREE
It’s EASY
It’s POWERFUL
It’s AWESOME
Over 75% Market Share Worldwide
Ge>ng Started with Google Analy@cs
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Google Analytics is Like Othello
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Google Analytics is Like Othello
A Second to Learn Years to Master
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
A Mile Wide and a Mile Deep
Download: hBp://[email protected]/google-‐analy@cs-‐guide/
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
What You Will Experience Today
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Don’t Worry
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
60 Minutes to Learn…
How to Create a Google Analy9cs
Account
Gekng Clean Data for Your
Website
Gekng Google Analy9cs Code On Your Site
Sekng Goals to Measure Website
Success
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
60 Minutes to Learn…
Tracking Social Media Ac9vity on
Your Site
Installing Custom Dashboards for Stakeholders
Tracking Search Results and SEO
Efforts
Learning What Content is
Performing Best
CREATING A GOOGLE ANALYTICS ACCOUNT
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Creating a Google Analytics Account
Sign up at hBp://www.google.com/analy@cs
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Get the Code For Your Site
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Getting the Right Code
Choose Web Site
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Universal Analytics
Choose Universal Analy9cs for New
Websites
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Classic Analytics
Choose Classic Analy9cs for Exis9ng Websites
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Choose Data Sharing Settings
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Recommended Settings
Recommended
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Optional Setting for Benchmarking
Recommended Benchmark Other Sites
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Get the Code
Copy This Sec9on and Paste into a
TXT File
PLACING GOOGLE ANALYTICS ON YOUR SITE
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Two Methods for Adding GA
You Can Put the Code In Your Site
Template
Use Google Tag Manager to Add Code to Site
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Add Code to Your Template File
Add to Header File For Each Page
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Use Google Tag Manager
Sign Up: hBp://www.google.com/tagmanager
GETTING CLEAN DATA ON YOUR WEBSITE
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Don’t be Fooled By Your Traffic
Your Actual Traffic
How You Think About Your Traffic
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Stop Tracking Yourself
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Discover Your IP
Go To hBp://[email protected] to learn Your IP Address
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Filter Your IP in Google Analytics
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Create a New Filter
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Enter Your IP Address
SETTING GOALS FOR YOUR WEBSITE
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Set Strategic Goals
Macro Goals (New leads, Product Sales, Phone Calls) Macro Goals = Top Line Revenue
Micro Goals (Brochure Downloads, Live Chats, Video Views, etc.)
Micro Goals = Engaged Visitors
Configure your goals in Google Analy9cs sekngs
You can set up to 20 goals!
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Goals in Google Analytics
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Choose How to Track Goal
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Enter Goal Details
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Caution with Goals
Assigning a Goal Value to Revenue Related Goals is
Highly Recommended
Mul9ple Goals May Create Unrealis9c Revenue $ in
Reports
ANALYZE CONTENT PERFORMANCE
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
What Content is Performing Best?
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Average Time on Page
Average Time on Page Indicates How Long Visitors are Engaging with Content
Generally, more 9me is beper
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Average Time on Page Bounce Rate Shows the Percentage of Visitors That Leave Your Site Having
Only Viewed This One Page
Lower is beper (but can be misleading)
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Average Time on Page
Page Value Indicates the Rela9ve Value This Page Contributed to Your Goals
Goals Must be Configured to Work
TRACKING SEO RESULTS IN GOOGLE ANALYTICS
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Organic Search Report
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Organic Search Report
What? 88% of My Search Keywords Are
Invisible
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Not Provided is a Real Nuisance
Learn about Not Provided Here: hBp://www.notprovidedcount.com/
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Google Webmaster Tools
Fortunately, Google Webmaster Tools
Gives You Some Data Back
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Google Webmaster Tools Reports
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Google Webmaster Tools Reports Beau@ful (and Increasingly More Accurate) Search Data!
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Setting Up Google Webmaster Tools
Set Up Webmaster Tools Data Sharing
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Edit Webmaster Tools Settings
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Select Webmaster Tools Property
Select Your Site
Save Progress
TRACK SOCIAL MEDIA ACTIVITY ON YOUR SITE
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Social Media is All Around Us
Traffic is Driven to Our Sites Via Social Media
Google Harvests Ac9vity from
Social Data Hub
Visitors Interact With Social
Sharing Bupons
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Measure Value of Social Traffic
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Track Interaction With Social Buttons
Select Plugins Under Social
Then Select Social Source and Ac9on
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Information from Data Hub Partners
Gain Access to a Wealth of Informa9on from Several Social
Networks
CUSTOM DASHBOARDS FOR BUSINESSES
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Dashboards Pull it All Together
Social Media Dashboard: hBp://cutroni.com/blog/2012/04/24/a-‐social-‐media-‐dashboard-‐for-‐google-‐analy@cs/
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Do It Yourself Dashboards
Select New Dashboard
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Do It Yourself Dashboards
Blank or Pre-‐Made Op9ons
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Do It Yourself Dashboards
View Your Dashboard
Jeff Sauer | @jeffaly9cs | Google Analy9cs 101
Even Better: Trust the Experts
Google Analy@cs Solu@ons Gallery: hBps://www.google.com/analy@cs/gallery/
But Don’t Stop There!
What Else Can You Do with Google Analy@cs?
Track Mobile Websites & Apps
Track Offline Marke9ng
Track Video Interac9ons
Segment Your Traffic
Track Phone Calls
Custom Reports and API Exports
Link to other Google Products
CRM Integra9on
Universal Analy9cs
The World is Yours!
Thank You! Jeff Sauer Digital Marketer Vice President Three Deep Marke9ng St. Paul, MN, USA
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Download These Slides Here: bit.ly/ga101
Interested in Google Analy9cs Training?
Learn More: bit.ly/request-‐ga-‐training