Google Analytics, much like the search engine, changes and evolves constantly. There is so much to keep up with – so much data to slice and dice, so many new features being released – but there’s good news: there is also a gold mine of rich insights that can show you the value of your marketing efforts and help you make better decisions.
During this webinar, Search Mojo’s Janet Driscoll Miller and Scott Garrett will show you how you can get the most from everything Google Analytics has to offer, using it to your advantage to become a true marketing superhero!
What You’ll Learn:
• The Old Way vs. the New Way of measuring in Google Analytics
• How to use Google Analytics to measure for paid and organic search
• Useful Analytics tools tailored specifically for ecommerce websites
• How to use Goals, Attribution Modeling, and Experiments to track results
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GETTING THE MOST VALUE FROM
GOOGLE ANALYTICS
Janet Miller,
President & CEO
Scott Garrett,
Account Manager
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TODAY’S PRESENTER
Janet Driscoll Miller,
President and CEO,
Marketing Mojo
Follow on Twitter: @janetdmiller
Scott Garrett,
Account Manager,
Marketing Mojo
Follow on Twitter: @scottgarrett89
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ABOUT MARKETING MOJO
• Search engine marketing firm founded in 2005
› Search engine optimization (SEO)
› Pay-per-click advertising management (PPC)
› Social media advertising
› Online reputation management
• Headquartered in Charlottesville, VA
› Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at SMX Advanced, MarketingProfs, PubCon and more
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IN THE EARLY DAYS…
Measurement What It Measures
Visitors Total visitors to the website
Can be repeat visitors
Unique Visitors Total UNIQUE visitors to the website
Does NOT count repeats
Pageviews Total pageviews on the website
Regardless of visitor or type
Unique Pageviews
(Uniques)
Unique visitors to the site
Does NOT count repeat visits
Pages/Visit How many pages on average were visited each visit
New Visits Percentage of visits that were from visitors who had not been to the site
before
Time on Site (Visit
Duration)
How long a visitor, on average, stays on the site
Bounce Rate Percentage of how many visitors immediately leave the site once they get to it
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THESE MEASUREMENTS AREN’T ENOUGH
Measurement Why It Isn’t Enough
Visitors Unless you remove them, can include employees
Just a traffic stat – doesn’t measure visitor value
Double counts
Unique Visitors Like total visitors, may include employees
Just a traffic stat
Pageviews Shows the page was served, but doesn’t indicate action
Unique Pageviews
(Uniques)
Pages/Visit Is this really indicative of your goals? Know your personas.
New Visits Subject to cookie deletion
Time on Site (Visit
Duration)
Tabbed browsing and server timeouts make these difficult to track with
accuracy
Bounce Rate
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WHAT ARE GOALS?
• Set up goals in Google Analytics to measure
types of conversion
› Examples:
» Newsletter signups
» Quote requests
» Visits to specific pages
• Can show which channel helps
you
meet a particular goal best
• Instead of measuring traffic, measure your goal!
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A FEW THINGS ABOUT GOALS…
• Segmented into Goal Sets
› Up to 4 Goal Sets
• Each Goal Set can have up to 5 goals
• I.e., you can only set 20 goals/profile
• Goal “slots” can be reassigned later
• REMEMBER: Goals will not track
retroactively
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ORGANIC SEARCH MEASUREMENT
• Measure organic search value
to the goal
• Track various channel attributes
› Google v. Bing
› One website page vs.
another
• REMEMBER: Keyword tracking
is essentially going away
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PAID SEARCH MEASUREMENT
• Hook Google Analytics to Google AdWords
› Enables Google Analytics to show in Google AdWords
• Enable “autotagging” in Google AdWords (on by default)
› Allows for Analytics code to be automatically added to
the destination URLs
• Use Google Analytics to tag destination URLs on ads in
other paid search platforms
› Use the URL Builder
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DISPLAY AD MEASUREMENT
• Similar to tagging for paid search ads in
platforms other than Google AdWords
• Use the URL Builder to build your
destination URL with tags
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SETTING UP DASHBOARDS
• Click on Dashboards
› Then simply edit and create new widgets to
meet your performance monitoring needs
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CONTACT
Janet Driscoll Miller
Google+: +Janet Driscoll Miller
Twitter: @janetdmiller
Scott Garrett
Google+: +Scott Garrett
Twitter: @scottgarrett89
Notas del editor
JANET
JANET
(come back and make a build here)
JANET
Make this a build
Scott
Types of Goals:
-Destination, ex: /purchase
-Duration, ex: 5 minutes or more
-Pages per visit, ex: 3 pages
-Event, ex: played a video
Allows you to search which channel is driving your goals (ex: organic/paid (Adwords, Bing, Fb, LinkedIn)
Attribute a monetary value ($) to each goal
By default Analytics attributes the conversion to the last click that precedes the conversion action
This can be modified with attribution modeling which will be discussed later
Allows you to see past traffic numbers into true goals that help you measure success
Scott
4 sets of 5 goals = 20 goal total
Allows you to customize sets of goals, ex: all your white paper downloads, webinar registrations in one set
Goals can be edited in the future, if you no longer need that goal
More profiles can be easily set up if you exceed the 20 goals
Goals only track from they date they were created and will not import historical data
Scott
Setting up a goal is simple
Profile -> Adim -> Goals
Name you goal, specific to identify the particular asset or action you are tracking
Pick goal type: Destination, Duration, Pages per visit, Event
This is an example of a destination goal
Webinar registration thank-you page
Easily input your thank-you URL
Assign Value, if needed
Funnel, if need (ex: require that user must land on or view a certain page to count the conversion
Then press “Create Goal”, your Done!
Side note:
Import goals to Adwords
If accounts are linked and goal is active
Scott
Under the conversion dropdown in Analytics you find the “Ecommerce” report
The overview
Allows you to see key performance metrics (ex: transactions, revenue, conversion rate, unique purchases: help determine purchasing habits (see bulk purchase products), cost: if you link your Adwords account)
Top products
Product Categories
Top channels
Scott
From blog my post:
Another interesting metric to help you determine the purchasing habits of your customers is Time to Purchase. Google Analytics allows you to see the overall time to purchase for your products through the metrics of days and visits. Determining the average duration (from the first time they are cookie’d on your site) it takes for a customer to purchase a product from your site gives important insight on the buyer behavior of your customers. Knowing this behavior can help you fine-tune your remarketing tactics, so your remarketing duration can match your customers’ average time to purchase duration; thereby increasing the odds of them purchasing a product (increased revenue), and avoiding remarketing to them when they are not likely to purchase (decreased costs).
Scott
First, Google Analytics Code
Code must be installed correctly on the receipt/thank-page of your Shopping Cart
Certain parameters in the code allows Analytics to track such metrics as revenue, transactions, and average value
More detailed instructions can be found at Google Developers
Enable Ecommerce tracking
Under Admin -> View Settings -> Changed to “Yes, an Ecommerce Site”
Linking Adwords Account
to pull in cost data
Scott
Once you link your Adwords and Analytics they share information
However to see campaign/keyword information for non Adwords campaign, you need tag your URLs
URL tagging (utm tagging; Urchin Tracking Module)
Used for non Adwords cpc campaigs (Bing, LinkedIn, Fb)
Allows you to see campaign and keyword information from non Adwords camapigns
Enabling you to better allocate spend to top performing campaigns/keywords
Google has a URL builder tool to use (see slide)
Easy…
Campaign Source (utm_source)
Required. Use utm_source to identify a search engine, newsletter name, or other source.
Example: utm_source=google
Campaign Medium (utm_medium)
Required. Use utm_medium to identify a medium such as email or cost-per- click.
Example: utm_medium=cpc
Campaign Term (utm_term)
Used for paid search. Use utm_term to note the keywords for this ad.
Example: utm_term=running+shoes
Campaign Content (utm_content)
Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL.
Examples: utm_content=logolink or utm_content=textlink
Campaign Name (utm_campaign)
Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign.
Example: utm_campaign=spring_sale
Janet
As a marketer, what you really care about is conversions, not just traffic
Now that goals and/or ecommerce are set up, we can look at the success of different channels at converting visitors.
While many still measure the success of SEO by rankings, isn’t the real goal conversions?
Janet
Janet
In Ecommerce, we can even track the revenue made from organic search and which engine performs best
Allows you to prioritize efforts better
What better way to justify your efforts?
Janet
If you use Google AdWords, make sure you hook up Google Analytics
Janet
Similar to organic search, paid search measurements can go far beyond just conversion tracking.
For instance, Google Analytics allows you to look at orders and value and go beyond just Google AdWords, as in this example where Google and Bing are compared.
Note that in this case, Bing had a higher conversion rate.
Janet
JANET
Janet
Janet
JANET
Scott
Experiments are used in conjunction with goals
Allow you to test two variations of a webpage to determine which one drives the most conversions
This allows you to see how the design or the content of a page affects goal completions
For example:
You can test the color or the CTA of the download button
Test variations of the hero shot
While Experiments in Analytics can be traditional A|B, you can test up to 9 variations of a single webpage
In addition, you can define what percentage of visitors participate in the experiment and the length of the experiment
Scott
This is an ecommerce dashboard, but can also be modified for other uses (track goals, traffic numbers)
From my blog post..
Google Analytics is a wonderful source of website performance data for ecommerce sites. However, pulling that data can be a time consuming, and sometimes scary, adventure sifting through deserts of irrelevant data trying to find that one oasis of actionable data. Luckily, Google Analytics has put that oasis right in front of your eyes with its customizable dashboard widgets, and they are no mirage.
…Dashboards give you a quick snap shot of all your key performance metrics
Scott
Customizable dashboard widgets allow you to select specific metrics and combine them with various dimensions and filters to create snapshots of data that will help you understand the true performance of your account. Currently, there is a limit of 12 widgets per dashboard you create, so choosing and creating the correct widgets for your specific needs can be a challenge. Ultimately, the most important goals of your website and/or campaigns should help you determine what to measure in Google Analytics, and then creating widgets that show you what you want to know.
When viewing these widgets in your dashboard, you can set them up to be displayed in various formats. Simply hover over the right corner of each widget box and click the pencil icon. Next, choose how you want your data displayed: metric, timeline, geomap, table, pie, and bar.