Introduction to Google Analytics presented to Business Connections in Cornwall

1. An introduction to Google Analytics

2. You can’t manage what
you don’t measure.

3. Insanity: doing the same
thing over and over again
and expecting different
results

4. •Average 12 hours per month
managing a web presence
•Roughly 32 hours per month
on average managing social
media (to push it to its
maximum potential)
Make certain those hours are well spent
by measuring the impact

5. What does it tell you?
•Which Marketing initiatives are most effective?
•What are accurate traffic patterns / trends on my website(s)
•Where are visitors coming from and what do they do on my
site?
•Which keywords resonate with prospects and lead to
conversions?
•Which online ad or creative is the most effective?
•What site content are people most interested in?

6. First Things First: Make Sure
You Can Edit Your Website
Before you start, please do yourself a favor and make sure
you have access to make edits to your website through a
content management system (CMS).
If not, you’ll need to work with someone else, probably a
web developer or someone in IT, who can install the tracking
code for you.
More on this in a few slides...

7. Set up an account

8. You Don’t Need a Gmail Account
to Use Google Analytics
To take advantage of Google Analytics, with either
administrator or read-only rights, all you need is a Google
account.
If you already have Gmail, you’re all set: when you created
your Gmail account, you also created a general Google
account that you can use for Google Analytics.
If you don’t use Gmail, however, you can still create a Google
Account by selecting “I prefer to use my current email
address” on the Google account signup screen.
So if you want to use Google Analytics but don’t want another
email account to keep track of, there is no problem with using
your existing email address when creating your Google
account.

9. Create an account

10. Create an account

11. Create an account

12. Your Tracking ID

13. Add tracking code to your site - Wix

14. Add tracking code to your site Wordpress

15. Add tracking code to your site - HTML
<!-- Footer -->
<script>
(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function()
{ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new
Date();a=s.createElement(o),
m=s.getElementsByTagName(o)
[0];a.async=1;a.src=g;m.parentNod e.insertBefore(a,m) })
(window,document,'script','//www.googleanalytics.com/analytics.js','ga');
ga('create', 'UA-45852840-1',
'boumstrategies.com'); ga('send',
'pageview');
</script>
...
</body>

31. Define Your Objectives
What do you want this site to accomplish? (For you and your
visitors)
It might be one of the following:
•Showcase and sell your product and service offerings
•Raise awareness of brand or particular issue
•Provide the latest product or service information to
customers
•Provide more in-depth information on your business
•Share information to the public
After you have a clearer idea of what you want your website
to accomplish then you’ll be ready to set up measurement
metrics and measure your blog’s success accordingly.

32. Engagement Metrics
Once visitors come to your site, there are only three things
they will do: read the page they came to, click to more
pages, or leave. Engagement metrics help quantify
engagement and user experience quality of your site’s traffic
based on these three actions.
Three key metrics in Google Analytics are:
•Number of pages per visit
•Amount of time spent on the website
•Bounce Rate
These metrics give you a clue as to how good a website is in
keeping visitors engaged. For example, a website with a high
number of time spent on it could mean that the visitor finds
the website’s content is interesting and engaging.

33. bernard@boumstrategies.com