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Speaker: Getting The Most Out of Google Analytics for Higher Education
- 1. I INSTALLED GOOGLE ANALYTICS, NOW WHAT? Presented by Christine Osazuwa October 11, 2016
- 2. 2 Christine Osazuwa 2 å Where I Live: Station North, Baltimore, MD å Where I Learned: MBA in Marketing from Loyola; Graduate Certificate in Predictive Analytics from UMUC; BA in Music Business & Journalism at UMBC å What I Do: Assistant Director of Digital Strategies at UMBC; Web Developer, Business Intelligence & Marketing Consultant å What I Did: Project Manager at MissionTix; Director of Alternative Promotions at Task Force Marketing å How Long I’ve Done It: 8 years å Where I Muse: christineosazuwa.com; Twitter: @c_osazuwa ABOUT ME Ü
- 3. Go to View > Edit Master Slide Drag & Drop Your Image Here > Right Click > Send to Back Intermediate Google Analytics Duration : 180 minutes 01 filters 02 tracking pixels, utm codes & events 03 google tag manager 08 dashboards 07 experiments 09 partner products 04 setting up goals 05 google seach console 06 demographics & personas
- 4. 4 What I Won’t Be Covering… Advanced E-Commerce Y APIs U Cross Domain Tracking E Data Importing t Social Interaction Tracking ] Internal Site Search l Custom Dimensions & Variables
- 5. 5 WHAT DO YOU WANT TO ACCOMPLISH? INCREASE REVENUE/SALES? $ NURTURE YOUR CURRENT AUDIENCE? e GROW TRAFFIC? G OPTIMIZE THE WEBSITE? D GET MORE LEADS? ` FIND A NEW AUDIENCE? Ý
- 6. 6 CLEAN UP YOUR DATA å Maintain Data Integrity å Consistency with Source/Medium, Events, etc. å Less manual Data Manipulation WHY?
- 7. 7 How to access Admin > View > Filters Admin > Account > All Filters “Filters allow you to limit and modify the data that is included in a view. For example, you can use filters to exclude traffic from particular IP addresses, focus on a specific subdomain or directory, or convert dynamic page URLs into readable text strings.” (source: Google.com) Filters
- 8. 8 Setting Up Filters Tip: You should always maintain a unfiltered view! Create additional view(s) to filter and test.
- 9. 9 Filtering Result Notice the index page & the extension differences.
- 10. 10 How to access Admin > View > View Settings “Selecting this option will exclude all hits that come from bots and spiders on the IAB know bots and spiders list. The backend will exclude hits matching the User Agents named in the list as though they were subject to a profile filter.” (source: Google.com) Spider & Bot Filtering
- 11. 11 GET GOOD DATA F å Track success of marketing efforts å Improve User Experience å Identify why people leave your site å Track downloads & other collateral WHY?
- 12. 12 How to access Use a UTM code builder, view results in: Reporting > Acquisition > All Traffic > Source/Medium Reporting > Acquisition > Campaigns > All Campaigns “A UTM code is a simple code that you can attach to a custom URL in order to track a source, medium, and campaign name. This enables Google Analytics to tell you where searchers came from as well as what campaign directed them to you.” (source: Launchdigitalmarketing.com) UTM Codes
- 13. 13 Setting Up UTM Codes & Results http://hogwarts.com/contact?utm_source=facebook.com&utm_medium= banner&utm_content=ravenclaw&utm_campaign=spring16
- 14. 14 How to access Use a Event Tracking code builder, view results in: Reporting > Behavior > Events > Top Events “Event tracking allows you to measure how users interact with the content of your website. For example, you might want to measure how many times a button was pressed, or how many times a particular item was used in a web game.” (source: Google.com) Event Tracking ga('send', 'event', 'category', 'action', value, {'nonInteraction': 1}); GA event method Organize different types of custom events Record unique user behaviors and acts Optional number used to assign the worth of event Determine if your event affects bounce rate
- 15. 15 Setting Up Event Tracking & Results onClick="ga('send', 'event', 'lead', 'submit', 'webinar');"
- 16. 16 How to access Create tracking pixel code, view results in: Reporting > Behavior > Events > Top Events Reporting > Acquisition > All Traffic > Source/Medium Reporting > Acquisition > Campaigns > All Campaigns “In some scenarios, an agency, advertiser, or other third party might decide to track impressions with a tracking pixel. …It is simply code inserted into a custom or third-party creative that makes a server call and returns a transparent 1x1 image (normally a GIF file).” (source: Google.com) Tracking Pixels
- 17. 17 Setting Up Tracking Pixels & Results <img src="http://www.google-analytics.com/collect?v=1&tid=UA-12345678- 1&cid=CLIENT_ID_NUMBER&t=event&ec=email&ea=open&el=recipient_id&cs=newsletter&cm=e mail&cn=Campaign_Name">
- 18. 18 When to Use Which Code? UTM Codes å Primarily for external traffic directed internally. å Examples: Tracking clicks from a social media post, sending an advertiser your landing page or links within an email. Event Tracking å Primarily internally used to track actions taking place on your site. å Examples: Tracking PDF downloads, form submissions, or clicks off your site. å Primarily used when you cannot use JavaScript and want to track externally. å Examples: Tracking email opens or external site, i.e. shopping cart. Tracking Pixels You will likely never need to use all three at once.
- 19. 19 AUTOMATE DATA COLLECTION Y WHY? å Reduces manual tracking & human error. å Allows for data collection consistency across your website. å Allows non-technical team members to make site updates and still maintain data integrity. å Track data you didn’t even know you needed!
- 20. 20 How to access Navigate to google.com/tagmanager Add GTM code wherever your GA code is installed “Google Tag Manager is a solution for marketers to manage website tags, from one interface. Tags are tiny bits of website code that let you measure traffic and visitor behavior, understand the impact of online advertising and social channels, use remarketing and audience targeting, test and improve your site, and more.” (source: Google.com) Google Tag Manager
- 21. 21 Setting Up Google Tag Manager
- 22. 22 Google Tag Manager Results
- 23. 23 WHY? å Find customer acquisition time. å Set up, track, and improve the sales funnel å Identify cost per customer acquisition. å Figure out which marketing tactics are most successful. TRACK CONVERSIONS
- 24. 24 How to access Admin > View > Goals “Goals measure how well your site or app fulfills your target objectives. A Goal represents a completed activity, called a conversion, that contributes to the success of your business. Examples of Goals include making a purchase (for an ecommerce site), completing a game level (for a mobile gaming app), or submitting a contact information form (for a marketing or lead generation site).” (Source: Google.com) Goals
- 25. 25 Setting Up Goals Tip: Consider entering a Goal Value even for unmonetized lead generation, since it allows Google Analytics to calculate metrics such as Page Value and Per Visit Goal Value.
- 26. 26 Goal Setup Results: Use Time Lag to discover your Customer Acquisition Time How can you improve? å Add a sense of urgency to key pages & ads. å Set up remarketing to be triggered after a key amount of days from first interaction. How to Access Reporting > Conversions > Multi-Channel Funnels > Time Lag
- 27. 27 Goal Setup Results: Use Multi-Channel Funnels to discover Successful Conversion Paths How can you improve? å Push people towards grouping paths that are more successful. å Set up remarketing from more costly channels to cheaper one. How to Access Reporting > Conversions > Multi-Channel Funnels > Overview Reporting > Conversions > Multi-Channel Funnels > Top Conversion Paths
- 28. 28 Goal Setup Results: Use Funnel Paths to Discover Where Customers Drop Out How can you improve? å Conduct A/B & usability testing: Is your shipping price too high? Is your form too long? Is the process confusing? å Re-engage funnel drop outs with discounts & incentives. How to Access Reporting > Conversions > Goals > Funnel Visualization Reporting > Conversions > Goals > Reverse Goal Path
- 29. 29 WHY? å Target the correct customers. å Manage advertising spend and content creation time by finding the proper channels & topics. å Understand the needs of your customers. CREATE PERSONAS á
- 30. 30 How to access Turn on Advertising Features in Admin > Property > Property Settings; Add in additional line of code to GA code, view results: Reporting > Audience > Demographics > Overview “Google Analytics Advertising Features takes advantage of the Google advertising cookies and provides specific user behavior, demographic, and interest data, so you can do things like: create Remarketing Audiences and share those lists with AdWords, or Create Segments.” (source: Google.com) Advertising Features
- 31. 31 Setting Up Advertising Features
- 32. 32 Advertising Features Results How can you use this information? å How do age groups/genders use the site differently? å Are landing pages optimized for the group intended? å What regions are purchasing products? å Look at your audiences interests, can you use that information to provide tie-in content? å Conduct A/B testing based on demographics.
- 33. 33 WHY? å Find out what pages work better for your audience. å Increase Organic Search Traffic. å Identify top search queries. OPTIMIZE YOUR SITE
- 34. 34 How to access Navigate to: google.com/webmasters/tools Select “Add a Property” and add your site with & without “www” Verify with Google Analytics & Update GA at Admin > Property > All Products View results: Reporting > Acquisition > Search Engine Optimization > Queries “Google Search Console is a free service offered by Google that helps you monitor and maintain your site's presence in Google Search results… It help you understand how Google views your site and optimize its performance in search results.” (source: Google.com) Google Webmasters Tools/Search Console
- 35. 35 Setting Up Webmaster Webmasters Tools
- 36. 36 Webmasters Tools Results How can you use this information? å Increase Organic Reach Look at Impressions, why aren’t they being clicked (look at CTR)? Optimize content or create landing pages to address those search queries. å Optimize Landing Pages What are your organic landing pages? Are you collecting leads on these pages?
- 37. 37 How to access Reporting > Behavior > Experiments “The Google Analytics experiments framework enables you to test almost any change or variation to a website or app to see how it performs in optimizing for a specific goal.” (source: Google.com) Experiments
- 38. 38 Setting Up Experiments & Results
- 39. 39 MAKE IT ALL EASIER e WHY? å Because you don’t need to reinvent the wheel. å Because boss won’t understand half of this anyway…
- 40. 40 How to access Reporting > Dashboards “Google Analytics Dashboards are simply collections of widgets that allow you to quickly visualize your data. You can have up to 20 dashboards with 12 widgets in each for each view / property in your Google Analytics account. Each view / property includes a default dashboard to get you started.” (source: Kissmetrics.com) Dashboards
- 41. 41 How to access Admin > View > Share Assets > Import from Gallery “This Solutions Gallery contains in-product solutions (such as dashboards, custom reports and segments) to deepen your use of Google Analytics, accelerate your learning curve and help you learn more about your data through the power of Google Analytics.” (source: Google.com) Solutions Gallery
- 42. 42 How to access www.google.com/analytics/partners/search/all “Google Partners Services & Technologies are ready-to-use applications that extend Google Analytics in new and exciting ways. This includes solutions that help analysts, marketers, IT teams, and executives get the most out of Google Analytics and complement functionality.” (source: Google.com) Partner Services & Technologies
- 43. 43 Useful Websites å Kissmetrics Blog: http://blog.kissmetrics.com å LunaMetrics Blog: http://www.lunametrics.com/blog å Occam’s Razor: http://www.kaushik.net å Google Analytics Blog: http://analytics.blogspot.com å My Blog: http://christineosazuwa.com/blog
- 44. 44 å Clean the Data with Filters, Segments & Bot Filtering å Get Good Data with UTM Codes, Tracking Pixels, and Event Tracking å Automate the Data Collection with Google Tag Manager å Track Conversions with Goals å Create Personas with Advertising Features å Optimize the Site with Google Webmaster Tools and Experiments å Make it All Easier with Dashboards, GA Partners & Blogs RECAP y
- 45. mail christine@christineosazuwa.com twitter @c_osazuwa linkedin linkledin.com/in/christineosazuwa HARRY POTTER characters, names and related indicia are © & ™ Warner Bros. Entertainment Inc. Harry Potter Publishing Rights © JKR. (s15). I am in no way affiliated with, authorized, maintained, sponsored or endorsed by the Warner Bros. Entertainment, Inc. or any of its affiliates or subsidiaries. ä website christineosazuwa.com Thank You!