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Intermediate Google Analytics, Beyond the Basics
- 1. Intermediate Google Analytics Caitlin Kaluza Search Engine Marketing Manager Schipul @qcait | Slideshare.net/qcait
- 3. Dashboard Definitions Bounce Rate = only visited one page (then “bounced”)<50% is a good bounce rate
- 4. Visitors Tab Average Schipul Client Mobile 5-7%
- 5. Traffic Sources Tab Healthy Search Engines Percent is 60% - 75%
- 6. Keywords & Content Look for “non branded keywords,” surprise keywords that are sticking, misspellings and laymen’s terms
- 7. What We Will Cover Email Notifications Goal Setting and Goal Funnels Creating Advanced Filters Monitoring Campaigns
- 9. Email Notifications From any report, schedule email Weekly, monthly, quarterly Person who is emailed doesn’t need Analytics access
- 10. Example: YMCA Houston /katy /katy/staff /katy/hours Etc.
- 12. Can go back and make changes as needed
- 14. Create Custom Alerts Daily, weekly, monthly Intelligence tab
- 16. Goal Setting and Goal Funnels
- 17. Goal Set Up Goals are located in Settings Allowed 4 sets of 5 Three types: URL Destination Time on Site Pages/Visit Adds a tab to all reports
- 20. Funnel
- 21. Funnel Reporting
- 22. Goal Tab
- 23. Advanced Filters
- 25. For more Complex Reports, Try the New Interface
- 29. Google URL Builder Add tracking code to any URL to notify Google Analytics what campaign it came from http://www.google.com/support/analytics/bin/answer.py?answer=55578
- 30. Enter the URL of the page Add the Source, Medium, and Name Term and Content are optional Click Submit URL will look like: http://houstonzoo.org/support/?utm_source=houstonzoo&utm_medium=template_top_banner&utm_campaign=Tiger_Donate_Link
- 31. Example Sources: google newsletter event Example Medium: cpc banner email link Example Name: may2011newsletter Annualconference2011 Come up with a system of how your Campaigns are labeled and keep it consistent Term can be used to define the keyword, content can be used to differentiate one ad verses another.
- 32. Example Scenario – Which Donate Button is Working? For this site we added different tracking code for the red donate button vs. the donate link in the header We set up each as a separate Campaign so we can view the success of one vs. the other.
- 33. Results From Google Analytics, under Traffic Sources > Campaigns, we can view all of the Campaigns: The Red Button gets 4x the visits
- 34. Which Reports should I be Worried About?
- 35. Metrics Visits Compare month over month and year over year if possible Be aware of seasonal trends Visitors Average pages per visit Time on site Bounce rate Traffic Sources Keywords – especially non-branded (exclude your name) Visits from Search Visits from Social Media, YouTube, etc. Conversions Online contact forms Newsletter Sign Ups Is your phone ringing?
- 36. Questions? Caitlin Kaluza Search Engine Marketing Manager Schipul @qcait | slideshare.net/qcait