Offsite Analytics is becoming more critical as online marketing has moved beyond the site into search, social and mobile. This was a presentation provided to eduDEV at Indiana University and Purdue University marketers and educators utilizing Google Analytics.

2. Analytics measures... } Your Site } Many people focus all of their attention on their analytics applications to monitor the performance of their online marketing. The problem is that website analytics only provides a view into a tiny sliver of your visitors’ activities.

9. Goals Those paths can be realized by implementing Goals within Analytics to monitor the path’s performance.

11. Search & Webmasters But what about SERPs? How does your search engine result perform on a SERP? That’s why we need Webmaster’s Tools.

12. SERP CTR We can monitor the click-through rate of our entries on a SERP using Google Webmasters... and adjust meta descriptions to improve CTRs.

13. Monitoring Rank We can use tools like Authority Labs to monitor our rank over time to see how site and content changes are impacting our search rankings.

14. Improving Rank We can use SEOmoz to actually help us improve our site’s optimization by ensuring keywords are used effectively.

15. Keywords Do you already rank on Keywords? Analytics only tells you the keywords that drew traffic, what about the others?

16. Places If we’re location-based, we can add our business(es) to Google Places and utilize their Analytics to monitor CTRs from geosearches.

18. Social Branding Your branding onsite should be expanded to offsite resources so people recognize and are quicker to interact with you offsite.

19. Social Monitoring Other tools provide analytics, natural language processing and tools to monitor how your brand is talked about offsite.

20. Social Sharing And offsite sharing is HUGE when it comes to driving traffic... second only to search (while impacting search).

25. Internal Search Turning on internal search and understanding what people are searching for within your site will help you improve your site.

26. Trends Beware of measuring day to day, week to week or even month to month. Your site’s traffic will change based on behavior that’s often outside of your control. Watch the trends.

28. Podcasts You can monitor audio consumption with Analytics on Podcasts (Blog Talk Radio).

29. Videos You can monitor video consumption. Vimeo and YouTube all offer video analytics with their packages.

30. Events <a href=&quot;#&quot; onClick=&quot;_gaq.push(['_trackEvent', 'Videos', 'Play', 'Babyapos;s First Birthday']);&quot;>Play</a> Or you can program your own events in Analytics tools like Google.

31. Businesses Businesses can reveal themselves by identifying the IP address where the page was requested from!

32. Mobile <a href=”tel:3174562564”>(317) 456-2564</a> Consumers are using the web on mobile devices more and more. Are you changing the user experience based on their device?

33. Profiles & Accounts <script type=&quot;text/javascript&quot;> var gaJsHost = ((&quot;https:&quot; == document.location.protocol) ? &quot; https://ssl .&quot; : &quot; http://www . &quot;);docume nt.write(unescape(&quot;%3Cscript src='&quot; + gaJsHost + &quot;google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E&quot;)); </script><script type=&quot;text/javascript&quot;> var pageTracker = _gat._getTracker(&quot;UA-277066-5&quot;); pageTracker._initData(); pageTracker._trackPageview(); var secondTracker = _gat._getTracker(&quot;UA-12231996-1&quot;); secondTracker._trackPageview(); var authorTracker = _gat._getTracker(&quot;UA-12231996-1&quot;); authorTracker._trackPageview(&quot;/by-author/Douglas Karr&quot;); authorTracker._trackPageview(&quot;/by-author/Lorraine Ball&quot;); authorTracker._trackPageview(&quot;/by-author/Tim Piazza&quot;); </script> Free tools like Google aren’t advanced, so utilizing multiple profiles and accounts on a single site can help you segment and measure.

34. Segmentation Google Analytics offers basic segmentation for your reporting. Are you segmenting based on prospects, customers, or your own staff’s interactions with your site?

35. Custom Reports Google Analytics also added customer reporting.

36. Make it Easier Vendors like Webtrends have expanded with Mobile, Facebook and Social integrations, along with Datamarts to bring in external data.

37. Make it Better And optimization tools to dynamically change your site based on visitor behavior to improve overall performance.