Basic Google Analytics - East Portland Chamber of Commerce - April 2013

Thanks for checking out my presentation on
Basic Google Analytics. Look for these
bubbles in the presentation for extra info
from the actual presentation.

BASIC GOOGLE ANALYTICS

AMPLIFY INTERACTIVE
Boutique Agency – All We Do is Digital Marketing
• Search Engine Optimization (SEO)
• Pay Per Click (PPC) – Search & Social Ads
• Link Development & Website Marketing
• Social Media Management & Optimization
• Web Analytics
2010 + 2011 AMA MAX AWARD – BEST SINGLE MEDIUM ADVERTISING CAMPAIGN
Clients Benefit from Industry Experience and Strategic Perspective
• Established Agency – Founded in 2003
• Established Experts – Amplify Speaks at SEMpdx, Search Engine Strategies, & More
• Results: Work Wins Awards
• Approach: Established, Proven Strategies, Tactics, and Processes.
www.amplify-interactive.com

WHO IS THIS PERSON?
JESSICA WARD | DIRECTOR OF SEO
•
•
•
•
•


Focused on SEM / SEO since 2006
Participates in developing client-strategy for SEO, Social, & PPC
Manages both B2B and B2C clients of varied industries and sizes
Certifications: Google AdWords & Bing Ads
@JessicaWardPDX

WHAT ARE WE TALKING ABOUT?
• Website Best Practices
• Analytics Basics
• Basic GA Setup
• Standard Reports
• Dashboards

LINK BUNDLE: http://bit.ly/XGO466

$102.8 Billion
Digital Advertising Spend
in 2012

http://www.emarketer.com/Article/Digital-Account-One-Five-Ad-Dollars/1009592

634 Million
Websites on the Internet
in 2012

http://royal.pingdom.com/2013/01/16/internet-2012-in-numbers/

~15 Million
Websites Used Google Analytics
In 2012

http://trends.builtwith.com/analytics/Google-Analytics

This means that nearly, 600 million websites
have no idea how users are getting to their
website and what kind of results their digital
ad spend is getting them.

32 – 49%
Google Analytics Market Share


http://en.wikipedia.org/wiki/Google_Analytics

PHOTO CREDIT: www.beauty-places.com

WEBSITE BEST PRACTICES

CONSISTANT BUSINESS INFO

Name
Address
Phone Number

Search Engines identify your business by its
Name, Address, and Phone number. So if this
info isn’t consistent across the internet, your
search entity won’t be either. If you have LLC
in your name on your website, then have it in
all your business listings. Consistency is the
name of the game!

http://getlisted.org/resources/local-search-data-providers.aspx

GOOGLE+
Google is using Google+
to determine organic
Search Results.
You NEED a Google+
Page for your Business.

It’s important to have a Google+
Page! Even if you don’t have
engagement there, make sure to
post updates and have updated /
correct information on your page.


http://www.youtube.com/watch?v=5hQN6LoHtiU&feature=youtu.be

SOCIAL SHARE BUTTONS
•

55% of Buyers search for information on
Social Media.

•

75% of Buyers use Social Media in the
Purchasing Process.

•

Give your users the ability to easily share
your content.


http://www.insideview.com/social-selling

CALL TO ACTION
• Determine what action you want users
to make on your website.
• Have a call to action on every page of
your website.
• Even the blog!


WHAT IS GOOGLE ANALYTICS?

Google Analytics (GA) is a service
offered by Google that generates

detailed statistics about a website’s
traffic and traffic sources and
measures conversions and sales.

http://en.wikipedia.org/wiki/Google_Analytics

ANALYTICS METRICS

• Visits

A visit is a group of interactions that
take place on your website within a
given timeframe.

ANALYTICS METRICS

• Unique Visitors
MORNING

EVENING

Unique visitors is the number of individual users who visit your
website. If the same user visits your website in the morning
and then again in the evening, they’re still just one unique
visitor, but he would be two visits.

ANALYTICS METRICS

• Pageviews

A pageview is a view of a page on your site. Every time a user
views a page, it is counted as an additional pageview. Keep in
mind that if a user reloads a page or goes to another page on
your website and then comes back to an already viewed page,
each of those views is counted as a pageview.

ANALYTICS METRICS

• Pages / Visit

This is the number of pages on your website
that a user viewed during their visit.


ANALYTICS METRICS

• Avg. Visit Duration

The average amount of time a user spends on your
website. You can make the assumption that if users
spend a lot of time on your website, they are good,
qualified users.

ANALYTICS METRICS

• Bounce Rate

Bounce Rate is the percentage of visits where the user
only viewed one page and then left your website. If a
specific page of your website has a high bounce rate,
you may want to evaluate the content of the page.

ANALYTICS METRICS

• % New Visits

New visits are classified as users who haven’t been to
your website before. % New Visits is the percentage of
users with this classification.

TRAFFIC SOURCES
• Direct
• Referral

• Search
- Paid

- Organic
• Campaigns

There are three basic traffic sources in GA: Direct, Referral, and Search.
Direct traffic comes from people typing your URL in the navigation bar or from
bookmarks. Referral traffic comes from links to your website that are on thirdparty websites like Facebook or Yelp. Search traffic is divided into two parts:
organic and paid search.

SEARCH: PAID VS. ORGANIC
Paid Listings

Organic
Listings


PHOTO CREDIT: www.cowboywithacamera.com

BASIC GOOGLE ANALYTICS SETUP

SIGNING UP FOR GOOGLE ANALYTICS
• Go to analytics.google.com and click “Create an
Account.”
• Information Needed

to Setup:
-

Website URL

-

Ability to Edit Website Code (either by
yourself or with help from webmaster)


BASIC GOOGLE ANALYTICS CODE
• Basic code supports ONE subdomain.
OR
blog.amplify-interactive.com
OR
www.amplify.com

• Changes can be made to the code to accommodate
multiple subdomains or domains.

• Documentation can be reviewed at:
https://developers.google.com/analytics/devguides/collection/gajs/gaTrackingSite#trackingScenarios

THREE PROFILE RULE
• Raw Data
Don’t make changes to the data that is
coming into this profile. Make the profile
and forget about it.

• Test Data
Use this profile to test new filters and
goals. These updates to GA
fundamentally change your data and you
don’t want to lose data because you put
them in wrong.

• Master Data

This is your master profile – the one from
which you report. After you’ve tested
your new filters and goals in your test
profile, you can move them to this
master profile.


ANNOTATIONS

Annotations are a great way to keep track of changes and updates you make to your website. Add annotations for new
blog posts going live, website downtime, press, new goals – anything significant that you want to remember in the future.


CAMPAIGN TRACKING

Use campaign tracking parameters when possible to keep
track of your online marketing efforts better.
The Amplify Tracking URL Builder template is available
at http://bit.ly/ZCBJMR. Use this Google doc to tag URLs in
your social posts, for the destination URL of banner ads, and
much more.
More information about campaign tracking URLs can be found
at http://support.google.com/analytics/answer/1033863.


http://bit.ly/ZCBJMR

GOAL TYPES & SETUP
• URL Destination
• Visit Duration

• Page / Visit
• Event
Setting up Goals or Conversions in your GA account will
give you an additional layer of data which will help in
determining if your marketing efforts are working.
There are four types of goals that you can set up in the
Admin section of your GA account. More information on
setting up Goals can be found at
https://support.google.com/analytics/answer/1032415?hl
=en.


PHOTO CREDIT: sigmamindset.com

STANDARD REPORTS

WHERE ARE THEY?
Standard reports come with
every Google Analytics
account. They contain all
the information that is
being gathered on your
users and can be found in
the left-hand side
navigation of GA.


REAL-TIME REPORTS

Real-Time reports show data on the
actual visitors who are on your website
at the time of you viewing the report.
The numbers will change as you watch.
WARNING: These reports can be time
sucks. 


AUDIENCE REPORTS

Audience reports show the available demographics
info for your users. This includes geographic info and
computer system stats, such as what browser the user
is using to visit your website.
This information can help you make your website work
properly for your users equipment.


TRAFFIC SOURCES REPORTS

Traffic Source reports help you to
determine how users are getting to
your website, what keywords they may
have searched, and what page of your
website they landed on first.

CONTENT REPORTS

Content reports show what pages of your
website people are viewing the most and
how much time they spend on those
pages. This information can help guide
what type of content you should create
for your website in the future.

GOAL REPORTS

Goal reports show you data on the Goals you set up in your GA account.
If you don’t have data in this report, you may not have Goals setup
(refer back to slide 30), your goals may not be set up properly, or none
of your users have triggered a goal.
Once you do have goals setup properly, you’ll be able to see data on the
users who performed goals and base your marketing efforts on this data.


WHERE ARE THEY?
Dashboards are a newer feature of
Google Analytics. They’re an easy
way to bring all the data you want
to see into one view. All accounts
have the Dashboard section in the
left side navigation, but they only
come with one default dashboard
from Google – My Dashboard.
The next couple of slides will give
you some custom dashboards that
you can add to your GA account.
Simply copy the link in the bottom
right-hand corner of the dashboard
you want and paste it into your
browser. Google Analytics will ask
you to which profile you want to
add the dashboard – most likely
your Master Data profile – and click
create. The dashboard will now be
listed under Dashboards.


LEAD DASHBOARD


http://bit.ly/XTHqMa

MOBILE DASHBOARD


http://bit.ly/1168Mel

INBOUND INITIATIVES DASHBOARD


http://bit.ly/11mhXYD

SOCIAL POST DASHBOARD

NOTE: This dashboard will only
work if you are using campaign
tracking on your social posts. It is
set up to pull in the traffic medium
of “social post.” If you tag your
social posts with this medium, you
will see data in this dashboard.


http://bit.ly/12qMGq0

Thank You!
Thanks for taking a look at my
presentation. I look forward to
any feedback you may have.

@AmplifySEM
LINK BUNDLE: http://bit.ly/XGO466

Basic Google Analytics - East Portland Chamber of Commerce - April 2013

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