Google Analytics is a valuable tool for measuring your marketing efforts. It offers sources of traffic, shows you top landing pages, and even when to post to social media. Also included are tips for dealing with "not provided" keywords.

1. Tina Arnoldi, Consultant
360InternetStrategy.com
Presented at SCANPO’s 2014 Conference
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3. What we’ll cover – and why it matters
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Sources of traffic
Tag your campaigns
Top landing pages
Social media – when to post
Dealing with “not provided”
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Landing Pages
Webmaster tools
AdWords
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4. Source of today’s screen shots
• www.books.tinaarnoldi.com
– Small book blog
– Not a money maker, more of a hobby
– I own it, therefore no confidentiality issues
– Easy for audience to follow along with low traffic
and simple content
• Screenshots are also used from other
accounts with data blocked out
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5. 1. Know your traffic sources
• Source = Origin
– Ex. Facebook.com
• Medium = Tied to the origin
– Ex. CPC – Cost per click for paid
Facebook ad
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6. What to look at with traffic sources?
• How do people find you?
– Your e-news?
• Does behavior change based
on the source?
– Do visitors from Facebook stick
around?
• Any surprises?
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7. • Source/Medium
• Direct – missing
campaign tracking?
• Goodreads – should
there be more?
• What brings in new?
• What about returning?
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8. 2. Tag your campaigns
Campaign Source (utm_source)
Required. Use utm_source to identify a search engine,
newsletter name, or other source.
Example: utm_source=google
Campaign Medium (utm_medium)
Required. Use utm_medium to identify a medium such as
email or cost-per- click.
Example: utm_medium=cpc
Campaign Term (utm_term)
Used for paid search. Use utm_term to note the
keywords for this ad.
Example: utm_term=running+shoes
Campaign Content (utm_content)
Used for A/B testing and content-targeted ads.
Use utm_content to differentiate ads or links that point to
the same URL.
Examples: utm_content=logolink or utm_content=textlink
Campaign Name (utm_campaign)
Used for keyword analysis. Use utm_campaign to
identify a specific product promotion or strategic
campaign.
Example: utm_campaign=spring_sale
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9. URL builder
• Step 1: Enter the URL of your website.
– Website URL *(e.g.
http://www.website.com/page.html)
• Step 2: Fill in the fields below. Campaign
Source, Campaign Medium and Campaign
Name should always be used.
– Campaign Source *(referrer: volunteernews)
– Campaign Medium *(marketing medium: email)
– Campaign Name *(Spring 2014)
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10. What happens if I don’t tag?
• All of those visitors that are actually from a paid
campaign will be reported as “organic” in
Google Analytics.
• It’s easy to tag in AdWords.
– Link your analytics account to enable auto-tagging.
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11. 3. Top 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?
• Does it answer the question on the source?
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12. 3. Top landing pages
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13. 4. Social media – when to post
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15. 5. Dealing with “not provided”
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17. Use Webmaster Tools for actual
search queries
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20. Let’s get practical – Group activity
• What’s the point of your website? (Yes I’m serious).
Chances are someone at your table has a device and
can look up a couple sites during the discussion.
• What are the action steps on your website? Is there
anything measurable?
• Does each website page have a different purpose?
• Share your different marketing channels and which
ones you think are working or not working. (You may
pick up a great tip from someone at your table!)
• How do you measure your social media efforts (if
applicable)?
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21. Tina Arnoldi, Consultant
360InternetStrategy.com
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