Intro to Google Analytics Webinar

Getting Started with Google
Analytics Tools!
Caitlin Kaluza | ckaluza@schipul.com | @qcait
Tendenci Open Source CMS | tendenci.com | @tendenci
Intro to Google Analytics

Caitlin Kaluza
SEM Team
Marketing Team
schipul.com/qcait

What do I do with
all this data?
@tendenci | www.tendenci.com | blog.tendenci.com
The Question
ﬂickr.com/photos/oakleyoriginals/3526895658

1. Getting Started
2. Reports to Focus On
3. Goal Tracking
4. Benchmarks
5. Making Decisions with this Information
6. AB Testing
What We’ll Cover

Getting Started

Getting Started
1. Why Google
Analytics?
2. Embed Javascript
code on each page
3. Set up Goal tracking
to get the most out
of Analytics

• Tendenci Reports Data
Behind the Login
i.e. Invoices Reports,
Membership Reports, Top
Spenders
• Tendenci Reports Data
from the Database
i.e. 404 Reports, Event Logs
Tendenci Reporting vs. Analytics

Click “Add to
Dashboard” to
add any report to
your dashboard
Dashboard Set Up

Click “Email” to
have any report
or dashboard
automatically
emailed to you
periodically
Automatic Email Reports

Google Analytics Deﬁnitions
1. Visits # of instances of a visit
2. Pageviews Total views of all pages
3. Pages/Visit # of Pages viewed in the avg. visit
4. Bounce Rate People who landed on one page &
left without clicking anywhere
5. New Visits Based on a cookie in your browser

•Bounce Rate recommendation: < 50%
•Pages per visit recommendation: > 2
Engagement Benchmarks

Top Google Analytics Reports

Top Reports to Focus On
1. Traffic Trends
• Traffic Patterns
• Traffic Sources
2. Audience Demographics
• Mobile
• Geography
3. Keywords & Content
• Top Keywords
• Content/Navigation Paths

Part 1: Traﬃc Trends

Traﬃc Patterns
• Look at Month/Month
and Year/Year
• Online should mirror
what happens Offline

Tip: Add Notes
Get in the habit of adding them!

Traﬃc Sources
Benchmark: 60-75%
Search Engine Traffic
Who Links to You

Social Sources

Part 2: Audience Demographics

Geography
• Is it what you expected?
• Where is there opportunity?

Mobile

• Our Nonprofit clients have seen a 30% increase
in mobile traffic 2013 vs 2012
• 13% of all web traffic is now mobile (Forbes)
• Our Nonprofit clients average 27% mobile traffic in
Q1 of 2013
Mobile Benchmarks

• Mobile Users want the same
experience
• 85% of mobile users say they
watch TV with their devices
• Google Rewards Mobile Content
in Mobile Search Results
Everything is Mobile
1
2
4
3
1
2
3
4

Part 3: Keywords and Content

•Top Content Report
•Page Path Level Report -
Shows Data Aggregated by
Module
•Tendenci Event Logs
Content Reports

Navigation Paths
• Top Content
tends to not
change much
• Look at
Navigation
Paths from
your homepage
particularly

• Is it what you expected?
• Can you add more
content around popular
topics?
• Can you make other
content more ﬁndable/
interesting?
What Do I Do With this Data?

•Non-branded Terms
•By Traﬃc and Conversions
•Look for Surprises
Google Analytics Keyword Report

• What keywords are
missing? Can you add
content around those
topics?
• What keywords are
sticking?
• What new keywords
are emerging?
What Do I Do With this Data?

• Top 10 Ways to...
• Hot Topics/In the News
• Infographics
• How to/FAQs
• Tag People
• Local Content
• Revisit/Update Popular
Content
Content Brainstorming

•Title Tag/Meta
•Content Text
•Alt Tags on Images
•Cross Links
•Photo/Video Tags &
Descriptions
Incorporate Keywords Into Your
Content
slideshare.net/Tendenci/optimizing-your-
tendenci-site-for-seo-seo-for-cms

Conversion Tracking

What is a Goal?
• Three Types:
• URL Destination
(Confirmation page of
Contact form, Donation
form, etc.)
• Time on Site
• Pages/visit
• Adds a tab to all reports

Set Up Goals
• Admin > Goals >
Add confirmation
page URL
• Allowed 4 sets of 5

A/B Testing

There is no such thing as a
marketing argument, only
a marketing TEST.

Set up a unique tracking URL for
diﬀerent versions of the same URL
Google URL Builder

URL looks like:
http://houstonzoo.org/
support/?
utm_source=houstonzoo
&utm_medium=template
_top_banner&utm_campa
ign=Tiger_Donate_Link
Google URL Builder

Click
Sources >
Campaigns
to view
results
Google URL Builder

Content Experiments
A Bvs.

More Resources

Resources
1. Google Support -
support.google.com/analytics
2. Google Analytics Blog -
analytics.blogspot.com
3. Lynda.com - Google Analytics
Essential Training

More Tracking Tools
Tip: Add + on the end of any
bit.ly URL to see stats

Heat Map Tools
CrazyEgg.com

Questions?
Caitlin Kaluza
ckaluza@schipul.com
@qcait
Tendenci Open Source CMS
tendenci.com
@tendenci
blog.tendenci.com
tendenci.com/events

• Follow the Tendenci Blog
blog.tendenci.com
• Sign up for the Tendenci
Newsletter List
tendenci.com/newsletter
Keep Up to Date With Tendenci

Intro to Google Analytics Webinar

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Intro to Google Analytics Webinar