Getting Started with Google Analytics...and How Not to Get Lost!
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This presentation was made for the Anderson Digital Media Circle on June 25, 2015. It uses the practice of the ABC's of Google Analytics and provides a starting point for small businesses and organizations.
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Getting Started with Google Analytics...and How Not to Get Lost!
- 1. Getting Started with Google Analytics ...and How Not to Get Lost! June 25, 2015 #andersondigital
- 2. About Me • Building professional websites for 10 years • Developing Google Analytics reports for 5 years • Very understanding wife, 3 crazy children • Lover of video games, Cubs, Colts, and CrossFit #andersondigital
- 3. Don’t be shy! • Ask questions: @bkcoppernoll • Let’s keep the conversation going: #andersondigital • Follow: @AND_DM_Circle #andersondigital
- 4. Why You’re Here •What is Web Analytics? •ABC’s of Google Analytics •Five Reports to Know •Digital Measurement Plan •Resources photo credit: Memegen.com #andersondigital
- 5. “…the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes.” - Google Analytics Academy What is Web Analytics? #andersondigital
- 6. What is Web Analytics? In other words: Web analytics is the study of on- and off-site behavior in order to improve user experience and reach your business goals. #andersondigital
- 7. Metrics and Dimensions •Dimensions: describes characteristics of users and their sessions •Metrics: Quantitative measurements of users, sessions, and actions (numbers) #andersondigital
- 8. ABC’s of Google Analytics •A for Acquisition – how are people finding your site? •Key Metrics: visits, % of new visits, unique visitors #andersondigital
- 9. Acquisition – Ask Yourself: Where is the majority of traffic coming from? Are search engines sending me traffic? What are the keywords people are using? Are my visitors new or repeat visitors? Are my social media efforts getting me traffic? Are my marketing campaigns sending me traffic? #andersondigital
- 10. ABC’s of Google Analytics •B for Behavior – how are people using your site? •Key Metrics: bounce rate, pages per visit, average visit duration, events #andersondigital
- 11. Behavior – Ask Yourself: What are the top landing pages on my site? What is the most popular content on my site? What pages are highly popular but have high bounce rates? Is this how I want users to use my site? #andersondigital
- 12. ABC’s of Google Analytics •C for Conversions – how is your site fulfilling your marketing objectives? •Key Metrics: goals, conversion rate, e-commerce metrics, goal value #andersondigital
- 13. Conversions – Ask Yourself: Which acquisition channels are providing the highest ROI or value? Is this channel/campaign/ keyword sending me high quality traffic? How can we do a better job getting visitors to take action? For e-commerce, what are my most popular products and which sell the best? #andersondigital
- 14. Five Reports to Know • Acquisition: Overview • Acquisition: Source / Medium • Behavior: Site Content, Landing Pages • Behavior: Site Content, All Pages • Conversions: Goals, Overview #andersondigital
- 17. Acquisition: Source / Medium #andersondigital
- 25. Digital Measurement Plan When you're ready to get better analytics reports, you need a digital measurement plan. It will help you systematically figure out what numbers/reports are truly important to you. #andersondigital
- 26. The Steps: 1. Document your business objectives. 2. Identify website goals for each objective. 3. Choose Key Performance Indicators (KPI) 4. Identify targets 5. Find valuable segments #andersondigital
- 27. Next Steps #andersondigital photo credit: Memegen.com
- 28. Resources: • Google Analytics Blog analytics.blogspot.com • Occam's Razor by Avinash Kaushik www.kaushik.net/avinash • Analytics Talk by Justin Cutroni cutroni.com #andersondigital
- 30. Thank You! How to stay in touch: • More Analytics & Marketing @ BC Digital Marketing Blog bcdigitalmarketing.com • LIKE on Facebook www.facebook.com/bcdigitalmarketing • Follow on Twitter twitter.com/bcdigimarketing #andersondigital
Notas del editor
- Google is super smart, but they sure didn’t make this easy.
- Much better. We want to know not only how users behave on your website, but we want to know what they’re doing to GET to your website. Then we want to make it so easy and awesome to use your site they make you money. Right?
- Dimensions describe the what and who. Metrics are the numbers.
- Where is the majority of traffic coming from? Are my social media efforts getting me traffic? Are my visitors new or repeat visitors? Are my marketing campaigns sending me traffic? Are search engines sending me traffic? What are the keywords people are using?
- What are the top landing pages on my site? What is the most popular content on my site? What pages are highly popular but have high bounce rates? Is this how I want users to use my site?
- Which acquisition channels are providing the highest ROI or value? Is this channel/campaign/keyword sending me high quality traffic? How can we do a better job getting visitors to take action? For e-commerce, what are my most popular products and which sell the best?
- This report can break down where your visitors are coming from, how they behave on your site, and which channel gives you the best conversion rates!
- This report can break down where your visitors are coming from, how they behave on your site, and which channel gives you the best conversion rates!
- This report shows you more detail about the channels from the overview report. You can see more directly which social media channels are performing, which sites are referring you traffic, and which search engines are the best.
- This report shows you more detail about the channels from the overview report. You can see more directly which social media channels are performing, which sites are referring you traffic, and which search engines are the best.
- This report shows you how visitors enter your site. What content is the biggest draw for your visitors?
- This report shows you how visitors enter your site. What content is the biggest draw for your visitors?
- find out what your most popular content is on the site? Which content produces the most revenue or results? What are your most popular blog posts?
- find out what your most popular content is on the site? Which content produces the most revenue or results? What are your most popular blog posts?
- find out the highest performing goals on your site. You can also identify where people go to convert within your site (home page, contact page, etc.).
- find out the highest performing goals on your site. You can also identify where people go to convert within your site (home page, contact page, etc.).
- Start creating a digital measurement plan – even if it’s simple. Start with goals. Figure them out.