1

Getting to know Google Analytics College of Charleston, May 22, 2015

Tina Arnoldi Marketing Consultant and Trainer

360InternetStrategy.com

Twitter: tinaarnoldi

YouTube: tinaarnoldi

2

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

3

Set-Up/Admin

4

Make sure it’s installed

•Right click

–View source

•UA-xxxxxxx-01

5

Make sure it’s working

6

Views and filters

Free Webinar in July

7

Views and filters

8

Link to AdWords

9

Export and email reports

10

11

Annotations

12

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

The Big Picture

13

14

Acquisition

15

Location

16

Mobile Traffic

17

Mobile-Friendly Test

18

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.

19

Social Media

20

When to post

21

Webmaster Tools

22

23

Tag campaigns – URL Builder

• Website URL – 360InternetStrategy.com

• Campaign Source (Referrer) - SlideShare

• Medium –

Googlefest

24

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

25

Behavior

26

Intelligence Events

27

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?

28

29

Bounce Rate

30

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.

31

Advanced Segments

32

Advanced Segments

Free Webinar in July

33

Visitor Flow

• A graph that represents the path visitors took through your site

–Node = dimension

–Connection = path

• Focus on one piece at a time

34

35

Right click on a segment for a closer look.

36

37

Conversions

38

Goals

• Destination (confirmation)

• Duration (can be good or bad)

• Pages

• Event (video play)

39

Where are they converting?

40

Conversion -> Multi-Channel Funnels

41

DEMO TIME!

Let’s look at some data

42

Resources

43

44

analyticsacademy.withgoogle.com

45

GYBO.com

46

Q & A/Wrap-up Tina Arnoldi

Marketing Consultant and Trainer

360InternetStrategy.com

Twitter: tinaarnoldi

YouTube: tinaarnoldi