Overview of Google Analytics

1. Introduction to Google Analytics

2. • Started Internet Career in 1994
• The Journal News
• Online Marketing Director, 1996 – 2000
Search Smart Marketing
www.isearchsmart.com
400 Columbus Avenue
Valhalla, NY 10595
914.432.3083
243 Tresser Blvd.
Stamford, CT 06901
914.883.1506
• Online Marketing Director, 1996 – 2000
• Launched first web sites
• Wahlstrom Group, 2000 - 2006
• IPG Company
▫ VP, Managing Director Interactive Media
• Search Smart Marketing
• Launched 2006
• Adjunct Professor, Fordham University

3. Audience Share by EngineGoogle Share: Approximately 67%
Search Engines Audience Share
Google
Yahoo
MSN
AOL
Ask

4. A strategic, integrated approach to marketing via Search sites.
1. Search Engine Optimization (SEO) – “Organic” or “Unpaid” Search
Algorithmic, crawler-based search approach
Website Content, Architecture, Coding, Links, Web “footprint”,
1. Pay-per-Click (PPC) – Paid Search
Keyword position control, result-oriented
Search Engine Marketing Overview
Bid for Position, Pay-per-Click
Syndication Networks – Google, Bing
Brand Protection, Message/Position Control
2. Local /Social Search
Local Profiles – ex. Google+
Directory Citations
Review Management
Intersection with Social Media

5. The Evolution of Search Engines

6. SEO Building Blocks

7. PPC: Google AdWords

8. Other PPC Options

9. Local Search

10. Mobilegeddon!!!
Google Mobile Algorithm Update
Rolled out April 21, 2015
Objective: Improve mobile search experience
Mobile-friendly sites are given greater
consideration
Goal is still to provide best search resultsGoal is still to provide best search results
Google Mobile-Friendly Test
www.google.com/webmasters/tools/mobi
le-friendly
MD Building Services is not mobile-friendly

11. Google Analytics: Courses

13. What Is Analytics?
• Definition
▫ Analytics is the discovery and communication of
meaningful patterns in data
▫ Web analytics is the measurement, collection,▫ Web analytics is the measurement, collection,
analysis and reporting of internet data for
purposes of understanding and optimizing web
marketing
▫ Why is it FREE?
Source: Wikipedia

14. ACTIONS
VISITORS
VISITS
PAGE VIEWS

15. Types of Analytics
• Onsite
▫ Visitors
▫ # of Pages Viewed
▫ Time on Site
▫ Popular Content▫ Popular Content
▫ Common Exit Pages
▫ Actions Completed
• Offsite
▫ Potential customer pool (search opportunity)
▫ Share of Voice (visibility)
▫ Commentary (reviews, social engagement)

16. Google Analytics 101
• Terminology
• Proper Set-up
• Top 5 Reports
• Turning Findings into Actions

17. Google Analytics Tag

18. Google Analytics 101

19. Google Analytics Dashboard

20. Analytics Lingo
• Tracking Code
▫ JavaScript placed on each page of your site
• Tracking URL
▫ Web Address of the page on your site you want to
direct visitors to + relevant marketing infodirect visitors to + relevant marketing info
• Campaign
▫ Marketing initiative; Email Blast; Paid Search Ads
• Traffic Source
▫ A website or external link sending visitors to your site

21. Google Analytics Setup
• Free account
▫ www.google.com/analytics
• Link to AdWords
▫ Adwords.Google.com
• Search Console (formerly Webmaster)
▫ https://console.developers.google.com/
• Define Goals and Conversion Funnels

22. Analytics Tracking – Tag Everything!
• What
▫ Pay-Per-Click (CPC)
▫ Email
▫ Social Buttons, Posts
▫ Display
• How
▫ AdWords Auto-Tagging
▫ Tracking URL Builder
SEARCH: Google Analytics Tracking URL Builder
http://support.google.com/analytics/answer/1033867?hl=en

23. Reviewing Your Data – Report #1

24. Report #1 – Audience Overview
• Derive Meaning
▫ Compare Month1 vs. Month2
▫ Have visits increased? Decreased? Remained flat?
▫ Major shifts in bounce rate or new visitors?▫ Major shifts in bounce rate or new visitors?
• Take Action
▫ Are you aware of any recent changes in:
Marketing activities
PR coverage
Offline events
▫ Move onto Traffic Sources to determine cause of
increase or decrease in visits

25. Reviewing Your Data – Report #2

26. Report #2 – Traffic Sources
• What sites are delivering visitors to your website?
• Traffic Source Types
▫ Direct to Site
▫ Organic Search▫ Organic Search
▫ Paid Search
▫ Referral
• Referral sources include Social Media, PR & Blogs

27. Reviewing Your Data – Report #3

28. Report #3 – Popular Site Content
• Derive Meaning
▫ What pages of your site are visitors drawn to?
▫ What pages do people visit, then immediately leave
your site?
• Take Action• Take Action
▫ Popular Content
Create more content of a similar nature
Send relevant paid search traffic here
▫ High Bounce Rate
Revise the text on the page
Misleading keywords?
Try a new layout

29. Reviewing Your Data – Report #4

30. Reviewing Your Data – Report #4

31. Report #4 – Visitor Information
• Derive Meaning
▫ Where are most of your visitors located?
▫ Do they fall within your area of service?
• Take Action
▫ Increase advertising or sales activity in low volume/high
response areas
▫ Increase advertising or sales activity in low volume/high
response areas
▫ Review paid search targeting settings if traffic is coming
from outside of your service area
▫ Remove any geographic references to areas you do not
serve that are mentioned on the website
▫ Use insights for other marketing activity; advertise in local
newspaper or other medium?

32. Reviewing Your Data – Report #5

33. Report #5 – Goal Conversions
• Online Purchase
▫ ecommerce
transaction
• Micro-Conversion
• Downloads
▫ White Paper
▫ Brochure
• Micro-Conversion
▫ Visits to Contact Us
• Contact Actions
▫ Form Submission
▫ Newsletter Sign-up
• Site Engagement
▫ Pages per visits
▫ Time on site
• Social Engagement
▫ Blog comment

34. Reviewing Your Data – Report #5

35. Report #5 – Goal Conversions
• Derive Meaning
▫ What action(s) do you want people to take?
▫ Define GA Goal for that page URL
• Take Action• Take Action
▫ Are your marketing efforts generating the desired
action(s)?
▫ Which efforts are performing best?
▫ Do under-performing campaigns have a clear call
to action?

36. Key Takeaways
• Proper Setup Ensures Maximum Data Collection
• Don’t Get Lost in the Details > Focus on Actionable
Information
• Recommended Reports
▫ Audience Overview
▫ Traffic Sources
▫ Popular Site Content
▫ Visitor Information – Geographic Location
▫ Goals/Conversion Performance

38. Mobile, Mobile, Mobile, Mobile

39. Goal Conversion Funnels

40. Audience>Users Flow

41. Google Moves to Secure Search
SSL (Secure Sockets Layer) is the standard security technology
for establishing an encrypted link between a web server and a
browser. This link ensures that all data passed between the web
server and browsers remain private and integral.

42. ‘Not Provided’ Organic Search Data

43. Other Tools: Search Console

44. Other Tools: Search Console

45. Other Tools: Search Console

46. Other Tools: Search Console

47. Other Tools: Search Console

48. Other Tools: Phone Call Tracking

49. One Final Tool