R2integrated's Certified Google Analytics and Digital Marketing Strategist, Arden Kaley, provides you with an in-depth overview of the various features available in the Google Analytics platform and how to leverage them to best serve your business needs. You will learn: - How Google Analytics works - Key features & capabilities of Google Analytics - How to create & generate reports in Google Analytics - How to create & apply filters, goals, and funnels in Google Analytics - How to analyze reports,goals & funnels in Google Analytics

1. How to Webinar: Intro to Web Analytics
What Google Analytics Can Do For You
May 2012

2. Introductions
Arden Kaley, Digital Marketing Strategist
Google Analytics Certified
akaley@r2integrated.com
@mynameisarden
Agenda @r2integrated
• Intro to Google Analytics #r2ihowto
• Overview of Standard Reporting
• Audience Reports
• Traffic Sources Reports
• How to Use Custom Tracking URLs
• Content & Conversion Reports
• How to Set Up Goals & Funnels
• Arden’s Top 5 Reports you Have to Read
• Overview of Administration
• How to Track Site Searches
• How to Use Custom Tracking URLs & Code
Variations
• Arden’s Top 5 Settings You Must Set Up
www.r2integrated.com
• Analytics Best Practices
• Q&A

3. OpenWebStudio

4. Intro to Google Analytics
What Google Analytics Can Do For You
OPTIMIZE & IMPROVE TO ACHIEVE BUSINESS GOALS
Understand Your Audience Gain Insights That Matter Customize Reports
• Who are they? • How do visitors behave? • What reports best address
• Where did they come • What distinguishes converting my business needs?
from? visitors from non-converting • What metrics can I bring
• What do they want to visitors? together to see the full
know? • What segments are most likely picture?
to convert?

5. Getting Started

6. Getting Started
Tracking Code
When deciding whether or not
to use subdomain or cross
domain tracking, consider all
the web properties (individual
websites) that your brand has.
Learn more about
@googleanalytics sub and
cross domain tracking:
http://bit.ly/KaYZAm

7. Getting Started
Visitors Overview
Home vs. Custom Tab
The Home tab shows you a list
of all your dashboards, the
Intelligence Events, as well as
Real Time tracking.
On the custom tab, you can
create a custom report that
connects two pieces of data
that are listed in separated
reports under in the Standard
Reporting. Custom Reporting Tab

8. Standard Reporting
Visitors Overview
Audience Reports
Audience Reports give you a
clear picture of who your
audience is, answering the New vs. Returning Visitors
question “What do they look
like?”
Location Demographics
Have you ever seen your
own site as a referring
source for itself? This can
help you figure out why:
http://bit.ly/Kcndu6
Engagement Behavior

9. Standard Reporting
Traffic Sources Reports All Traffic Sources
The Traffic Sources section is
where you can begin to
answer the question “How are
people finding your site?” by
either source or medium.
Traffic Sources Overview
Social: Pages
Where are your visitors
coming from: how to
understand and optimize
the Traffic Sources reports.
http://bit.ly/L2xhVB

10. Custom Tracking URLs
Custom URL Tracking Tool: URL Builder
Anytime your digital or offline
marketing assets drive visitors
back to your website, use the
URL Builder to create custom
tracking links for each asset
for better attribution of
marketing leads.
If you’re sending out links
back to your site, use the
custom GA tracking
codes. It’s too simply not
to! http://bit.ly/KZla7z

11. Standard Reporting
Content Reports
Pages Report
The Content section helps you
to understand what content on
your site visitors are
interacting with and how they
navigate between that content.
Navigation Summary
Develop a converting visitor
profile to optimize your site for
conversions! http://bit.ly/ro6fOZ
Should you be using Event
Tracking on your website?
Probably – here’s why:
http://bit.ly/MXO1Ok

12. Standard Reporting
Conversion Reports Goal Set Up
All the reports in this section
answer the question you want Multi Channel Funnels
to know – are people doing
what I want them to on my
website?
Assisted Conversions
What match type fits
your goals? Learn more
from @googleanalytics
http://bit.ly/MXO1Ok

13. Admin Overview
Site Search
When visitors use the Site
Search, they are telling you
exactly what they are looking
for – listen to them!
Listen to your web visitors
by enabling site search in
your #analytics data
http://bit.ly/KYxHZb

14. Admin Overview
Goals & Funnels
Establish what it is visitors on
your site should be doing, then
begin to track this data using
URL destination, time on site,
pages per visit, or event
tracking goals.
Understand goal types in
@googleanalytics link.com
http://bit.ly/KQtqJB

15. Arden’s Top 5
Reports You Have to Read
Traffic Sources
• Utilize the Visitors with Conversion segment to better understand the most profitable traffic sources and
leverage these sources to gain more qualified visitors
Site Search
• These visitors are telling you exactly what they’re looking for! Listen to what your visitors are telling you and
optimize pages accordingly
Mobile Devices
• We’re seeing increasing numbers of visits from mobile devices, but not an increase in conversions from mobile
devices. Ensure your website is optimized for mobile visitors to convert.
Top Conversion Paths
• Found in the Multi-Channel Funnels section, this report will give insight into how often visitors have to come to
your website before converting as well as how they are connecting with you.
Content Pages
• Like with the Traffic Sources, look at the top content pages but then compare this data with the top content
pages from Visitors with Conversions. You may find that converting visitors are highly interested in a particular
piece of content on your website that you need to draw out onto top tier pages. You can also learn a lot about
your visitors by examining how they navigate the site through the Navigation Summary.

16. Arden’s Top 5
Settings You Have to Set Up
Annotations
• These are essential in understanding the peaks and valleys in your data. Although you can operate without
them, having them directly in your charts will be a quick time saver when analyzing your data.
Event Tracking
• Somewhere on your site, there is a micro conversion that you can’t track just through pageviews. Use event
tracking to better understand how visitors engage with your site.
Filtered Profile
• Get rid of your employees’ visits to the site! We want to know how people outside of your company are
engaging with the site.
Goals
• What do you want people to do when they get to your website? Figure that out, then track it!
Advanced Segments
• By far my favorite feature to use, Advanced Segments can be set up for anything and everything – mobile
visitors with conversions, mobile non-branded visitors who came through an interior page from organic search,
banner ad visitors who spent more than 10 seconds on the site, etc. Learn how these custom segments
navigate your site to better understand each audience.

17. Arden’s Top 5
Analytics Best Practices
Use Annotations to Dictate When You Make Changes
• This is a Arden’s Top 5 setting because it’s a best practice. If you include these dates within you’ll be able to
start seeing how your digital marketing efforts are affecting your website traffic.
Have at Least 3 Profiles per Web Property
• When you create a web property you should have the following 3 profiles
• Unfiltered: no changes, no goals, no filters, just data
• Test Profile: include all your filters and goals, and use this profile to test if they are working before moving
them to the…
• Reporting Profile: after checking the filters and goals are accurately set up on the test profile, copy them
to this profile which will always be the profile you use when pulling any report
Use utm Tracking Links on Every Inbound Link
• This allows you to control the cleanliness of your data and accurately attribute web traffic to your marketing
efforts so that you can better understand what is bringing you the best ROI

18. Arden’s Top 5
Analytics Best Practices
Create a Converting Visitor Profile
• Understand what it takes to get a visitor to convert on your website, then optimize the way you reach potential
customers as well as the user experience on your website to direct them to the appropriate content that is likely
to result in conversions.
Keep Digging!
• When you are looking through the Standard Reporting, there’s nothing you can do to edit, delete, or change the
data that you’re working with. So slice and dice away! This is your playground so don’t be afraid to dig in and
drill down as much as you possibly can. Draw conclusions from the data you see, identify trends, and test other
theories. You can never ruin the data that’s been collected – so go nuts!

19. Questions & Answers
Connect With Me
Arden Kaley, Digital Marketing Strategist
Google Analytics Certified
akaley@r2integrated.com
@mynameisarden
@r2integrated
Read all our tweets by
following #r2ihowto or
visit our blog to learn
more http://bit.ly/NdRTsr
www.r2integrated.com