How to Use Google Analytics With Your Hub for More Data-Driven Marketing
-
Upload
uberflip -
Category
Data & Analytics
-
view
581 -
download
4
Transcript of How to Use Google Analytics With Your Hub for More Data-Driven Marketing
How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar
How to Use Google Analytics with Your Hub for More
Data-Driven Marketing
Sam BrennandCustomer Success Lead
How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinarHow to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar
HOUSEKEEPING!
Get your tweet on and join the conversation with #uberwebinar
We’ll send slides and the recording
Q&A at the end - ask questions in the chat box!
(If we run out of time, tweet or email us!)
How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar
WHAT THE HECK IS
GOOGLE ANALYTICS?
How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar
The world’s favorite analytics tool, used by 30,000,000 websites. Duh!
How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar
HOW TO CONNECT YOUR HUB TO
GOOGLE ANALYTICS
How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar
CONNECTING GOOGLE ANALYTICS
1 2 3
How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar
HOW TO GO FURTHER WITH YOURHUB & GOOGLE ANALYTICS
(1) Acquisition
(2) Filters
(3) Bounce Rates & Exit Pages
(4) Benchmarking
(5) Events & Goal Conversions
(6) Webmaster Tools
How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar
(1) ACQUISITION
Understanding the how
• Uberflip and Marketing Automation have your ‘5Ws’ covered…but what about ‘H’?
• Understand how visitors are making their way to your Hub (a.k.a. what’s working)
• Dig deeper
• Organic Search • Referrals • Direct
• Social • Paid Search• Email
How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar
(1) ACQUISITION
Understanding the how
• Uberflip and Marketing Automation have your ‘5Ws’ covered…but what about ‘H’?
• Understand how visitors are making their way to your Hub (a.k.a. what’s working)
• Dig deeper
• Organic Search • Referrals • Direct
• Social • Paid Search• Email
Top ChannelsJul 1, 2015 – Jul 29, 2015
Organic Search
(Other)
Referral
Direct
Paid Search
Social
How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar
(1) ACQUISITION
Using UTM parameters
• UTM stands for “Urchin Tracking Monitor”
• By adding UTM parameters to the URLs you distribute, it’s easy to understand how users end up on your Hub and to track the ROI of specific channels, mediums, and campaigns
• For example…
How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar
https://hub.uberflip.com/h/i/12345678-blog-post?utm_source=Twitter&utm_medium=socialmedia&utm_campaign=July2015&utm_content=Variant1
For example…
The following acquisition/attribution information will flow into Google Analytics:
Source: Twitter Medium: Social Media Campaign: July2015Content: Ad Variant 1
How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar
(1) ACQUISITION
Acquisition reporting can help you answer the ‘How?’
Google Analytics Channel reports will help you understand
where your audience is coming from
Digging deeper will help you understand your best channels
Using UTM parameters on every distributed URL can help you
nail your attribution
TakeawaysStep-by-Step Instructions:
How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar
(2) CREATE FILTERS
Find exactly what you’re after
• Limit traffic to just the specific acquisition Channels you care about
• Exclude specific IP addresses or domains from your reporting (i.e. your company’s)
• Analyze traffic to a specific (or a specific group) of Hub(s) or Flipbook(s)
How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar
(2) CREATE FILTERS
Limiting traffic through Filters can help you filter out
the noise and focus on what matters
Filters can help with segmentation
Make things a little bit easier
TakeawaysStep-by-Step Instructions:
How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar
(3) BOUNCES & EXITS
Are your visitors finding what
• Bounce Rate – “The percentage of single-page sessions (i.e. in which a person left your site without interacting with the page)
• Exit Pages – Pages that are causing your visitors to jump ship
they’re looking for?
How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar
(3) BOUNCES & EXITS
Aim for zero!
Identify the Items and Streams inside your Hub with high
bounce rates and try to understand the root cause
Take the time to understand why your Exit Pages are pushing
visitors away from your Hub
Optimize, optimize, optimize
TakeawaysStep-by-Step Instructions:
How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar
(4) BENCHMARKS
How do you stack up?
• 90% of content marketers aren’t sure how to measure the success of their content marketing efforts. One way? Benchmarks!
• Compare yourself to others in your industry, country/region, and daily session size
How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar
(4) BENCHMARKS
Benchmarks can help you understand the performance of
your content marketing program relative to others in your
space
Ensure you are benchmarking across multiple dimensions, such
as sessions, % of new sessions, average session duration, and
pages per session
TakeawaysStep-by-Step Instructions:
How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar
(5) EVENTS & GOALS
Use Events to understand the
• Eyeballs just aren’t enough anymore
• Setting Goals in Google Analytics can help
• Fire Events into Google Analytics for any key activities you wish to analyze and set Goals to track and measure your performance
effectiveness of your Form CTAs
How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar
(5) EVENTS & GOALS
Event Tracking will allow you to fire Events into Google
Analytics for key activities (like Form CTA submissions) while
Goal Conversions can help you understand your performance
Use Events & Goals to track your effectiveness at enticing
your visitors to take some type of next step
Use Events & Goals to gain a better understanding of ROI
TakeawaysStep-by-Step Instructions:
How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar
(6) WEBMASTER TOOLS
The tool of the future
• Webmaster Tools lets you see your Hub from Google’s perspective
• Integrating your Google Analytics account with Webmaster Tools gives you 360°insight into all things Google
• Crawl Errors • Keyword Insights and
Search Query Info
• Sitemaps • URL Removals• Index Requests
How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar
Source –http://bit.ly/1kSlSus
How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar
(6) WEBMASTER TOOLS
Connect Google Analytics with Webmaster Tools ASAP
Understand where you can make improvements to your Hub
Item’s titles and meta descriptions
Understand how specific keywords are driving traffic to key
pages inside your Hub
Submit sitemaps to ensure Google sees your entire Hub
TakeawaysStep-by-Step Instructions:
How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar
ADWORDS CONVERSIONS
• If you’re driving paid traffic to your Hub through Google AdWords, ensuring you have AdWords and Google Analytics integrated is key
• “Linking AdWords and Google Analytics gives you access to the entire picture of customer behavior, from ad click or impression through your site to conversion.”
BONUS!
Measure your PPC campaigns
How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar
Source –http://bit.ly/1kSlSus
1 2
How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar
Source –http://bit.ly/1kSlSus
3 4
How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar
Source –http://bit.ly/1I9eFfI
5
How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar
ADWORDS CONVERSIONS
Integrating AdWords with Google Analytics will give you
insight into how paid traffic is engaging on your Hub
Use the information you gain from Google Analytics to make
smarter marketing decisions in AdWords
More traffic to your Hub is always a good thing
TakeawaysStep-by-Step Instructions:
BONUS!
How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar
Things to Think About
Who’s at the Google Analytics reigns at your company?
Do you have Webmaster Tools and AdWords integrated?
How can you use insights from Google Analytics as part of your
overall content strategy?
How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar
THANK YOU!
QUESTIONS?
@uberflip @sambrennand [email protected] hub.uberflip.com