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Google Analytics:Understanding Google Analytics as an Effective Measurement Tool,[object Object],A summer seminar series. Part 4of 4.,[object Object],discoverelementthree.com & cirrusabs.com,[object Object]
Objectives for Today,[object Object],How do I efficiently get reports for myself and others?,[object Object],Turn opinion into data.,[object Object],Find what’s working and what’s not.,[object Object],How to improve your site for conversion.,[object Object],Slides will be made available to you after the event.,[object Object]
Analytics // facing the reality of analytics,[object Object],time + knowledge,[object Object],keeping up and interpreting can be a full time job,[object Object],configurable via the analytics dashboard & onsite via site code,[object Object],someone will know more about a specific use,[object Object]
Analytics // hippo hunting,[object Object],hippo hunting with a bonus expert tag to fill,[object Object],turning opinion into data,[object Object],* hippo = highest paid persons opinion,[object Object]
Analytics // why analytics matter,[object Object],what’s really working,[object Object],measuring marketing, promotions, and advertising methods,[object Object],prudent allocation of marketing dollars based on ROI,[object Object],where do visitors really come from,[object Object],offline and online tracking of marketing,[object Object]
Analytics // why analytics matter,[object Object],what might not be working,[object Object],what keyword phrases are we found by,[object Object],who is our audience (browsers, resolution, platforms),[object Object],what pages are popular and how long do visitors stay on those pages,[object Object],does the copy, call to actions, or imagery need changed,[object Object],what pages or items might be causing issues (errors, bounce rate),[object Object]
Analytics // the different choices,[object Object],server level statistics (installed by host; AW Stats, WebTrends, Urchin),[object Object],CMS (specific to each content management system),[object Object],third party (external to site services; Google Analytics, Chartbeat, Clicky, Woopra),[object Object],aggregators (stats from multiple sources and services),[object Object],niche’ (measure specific services or metrics; ClickTale, Facebook Insights, Buzz-Charts, Twitter Grader),[object Object],hit counters (lined out for a reason),[object Object]
Analytics // so why Google Analytics?,[object Object],in 2005 Google purchases Urchin,[object Object],Urchin was a top player in analytics,[object Object],simpler interface than most server analytics ,[object Object],ties in with AdWords for campaign tracking,[object Object],it is free,[object Object],Google is taking over the world,[object Object],Cirrus ABS needed a vehicle for proving our,[object Object],process and solutions were producing better results,[object Object],[object Object]
importance of search engine optimization
visitor centric sites with paths to conversion,[object Object]
Analytics // customizing your dashboard,[object Object],get the information you need quickly,[object Object],browse to the report you want to add,[object Object],select the “add to dashboard” button,[object Object],select the “view dashboard” link,[object Object],repeat for other reports you would like to add,[object Object]
Analytics // reports to share or keep,[object Object],exporting one time reports,[object Object],navigate to the report you want to createexample: “content” > “top content”,[object Object],select the “export” drop down tab,[object Object],select the appropriate format,[object Object],PDF (vector output for quality visual reference, ease of sharing),[object Object],XML (extensible markup language),[object Object],CSV (comma separated value, Excel),[object Object],TSV (tabbed separated value, Excel),[object Object],save (different per browser),[object Object]
Analytics // scheduled attention,[object Object],create an automated report,[object Object],navigate to the report you want to create,[object Object],example: “content” » “top content”,[object Object],click the “email” button,[object Object],click the “schedule” tab,[object Object],input emails and/or check “send to me”,[object Object],fill in the remaining fields,[object Object],select the desired format,[object Object],select daily, weekly, monthly, quarterly,[object Object],optionally select to include a “date comparison”,[object Object],click “schedule”,[object Object]
Analytics // doomed to repeat the past?,[object Object],comparing a specified date range to the past,[object Object],select a month (from the main dashboard),[object Object],check “compare to past” and select a previous month,[object Object],click “apply”,[object Object]
Analytics // annotating key events,[object Object],a newer feature of Google Analytics is annotation,[object Object],select a date range (from the main dashboard),[object Object],click the dot that corresponds to a date of a known event,[object Object],type in the annotation and save,[object Object]
Analytics // compare metrics,[object Object],let’s compare some metrics for better insight,[object Object],click the “visits” drop down tab,[object Object],click the “compare two metrics”,[object Object],hover over points on the graph for more information ,[object Object],select  other metrics to compare,[object Object]
Analytics // bounce rates defined,[object Object],what is a bounce rate?,[object Object],landed on and left from a given page (any page) on your site,[object Object],allowed their session to timeout (GA’s session timeout is 30 minutes),[object Object],upon returning from eating lunch a new session would start and the previous one would be counted as a bounce,[object Object],a lost internet connection may count as a new session when restored in some situations,[object Object],back button used to leave the site,[object Object],typed a new address into the address bar to leave,[object Object],closed the browser window or tab,[object Object],no further, currently defined, action took place,[object Object],they might have called but unless you have a special phone number…,[object Object]
Analytics // why is bounce important?,[object Object],bounce as an indicator,[object Object],possible inadequate paths to action (next steps),[object Object],if they make it to “contact us” do they end up on “thank you”,[object Object],shows lost conversions or missed client acquisitions,[object Object],does the landing page match the marketing offer,[object Object],spotlights visit quality and page relevancy to visitors,[object Object],wasted efforts attracting visitors for the wrong keyword phrases,[object Object]
Analytics // exceptions to the bounce rule,[object Object],certain sites/visits are likely to have higher bounce rates,[object Object],blogs and news, where the visitor is looking at a specific article,[object Object],informational searches (as opposed to navigational or transactional),[object Object],follow a search result for specific information,[object Object],sites with timely information on the homepage,[object Object],event calendars and clubs,[object Object],according to AvinashKaushik, a respected GA’s expert, an average bounce rate is 40-60%. “It is really had to get a bounce rate under 20%, anything over 35% is cause for concern, 50% (above) is worrying.”  AvinashKaushik,[object Object]
Analytics // targeted keyword or not?,[object Object],let's see a keyword example for a given metric,[object Object],click “traffic sources" in the left nav,[object Object],select “keywords" ,[object Object],select "non-paid”,[object Object],reasons for high keyword bounce rate,[object Object],incorrect keyword target for your site,[object Object],the landing page doesn’t fit the visitors needs,[object Object],unclear SEFurl's, meta descriptions, or page titles,[object Object],found exactly what they needed and required no further action,[object Object]
Analytics // deeper keyword research,[object Object],where are people searching from,[object Object],click a "keyword" link ,[object Object],select “dimension: source" to see traffic by search engines,[object Object],now we can investigate high bounces by term and search engine,[object Object]
Analytics // monitoring on-site search,[object Object],site search setup information,[object Object],if you have a search box on your site ,[object Object],must know the parameters of each type ,[object Object],edit via the Google Analytics profile,[object Object],tracking how visitors search on your site,[object Object],click “content” in the left nav,[object Object],click “search terms” (what are they looking for),[object Object],click “start pages” (where they get lost most often),[object Object],click “usage” (is it trending up or down after a recent change),[object Object]
Analytics // creating goals,[object Object],first time goal creation,[object Object],click “goals" in the left nav,[object Object],select “set up goals and funnels" ,[object Object],select “add goal”,[object Object],name the goal “contact us”,[object Object],select the “url destination” radio button,[object Object],go to your contact us page and copythe url, now paste that url into the “goal url” box,[object Object],click “save goal”,[object Object],note: additional goals setup from “analytics settings” » “edit” » “+ add goal”,[object Object]
Analytics // visualizing goals,[object Object],adding a funnel to the goal,[object Object],click “yes, create a funnel for this goal”,[object Object],enter the first url and name it,[object Object],click “add goal funnel step”,[object Object],repeat step 2 and 3 until the funnel is complete,[object Object]
Analytics // depth of visit,[object Object],how many pages do they visit?,[object Object],click “Visitors" in the left nav,[object Object],select “Visitor Loyalty" ,[object Object],select “Depth of Visit”,[object Object]
Analytics // brand awareness anyone?,[object Object],comparing new vs returning visitors,[object Object],click “Visitors" in the left nav,[object Object],select “New vs. Returning“ ,[object Object]
Analytics // tracking location awareness,[object Object],how did that awareness campaign work for us?,[object Object],click “visitors" from the left navigation,[object Object],select “map overlay”,[object Object],click the "United States“,[object Object],click "Indiana" (on map or words),[object Object],click "Indianapolis” (on map or words),[object Object],make sure your date range matchesthe promo dates,[object Object]
Analytics // tracking location awareness,[object Object],awareness campaign by visitor type,[object Object],now let’s select “none: visitor type“ this shows us how many “new visitors“ our promo provided in this region,[object Object],each column gives us a little insight how the promo worked,[object Object],monitoring this through the duration of the campaign would show when you peak and start to hit diminishing returns,[object Object],this could be added to your dashboard, exported to a report, or emailed through the duration of the campaign,[object Object]
Analytics // tracking location awareness,[object Object],awareness campaign by source,[object Object],now let’s select “none: source" ,[object Object],(direct traffic vs SE traffic) was the promo effective for URL awareness ,[object Object],if a large percentage come from search engines they had to look for you,[object Object],if shown as "(direct)", meaning they typed the URL into the browser they remembered your domain name from the promo ,[object Object]
Analytics // referring the most traffic,[object Object],which referring sites send you the most traffic,[object Object],select a date range if desired,[object Object],click “traffic sources” in left nav,[object Object],click “referring sites”,[object Object]
Analytics // referring the best traffic,[object Object],which referring sites send you the best traffic,[object Object],review: visits, pages/visit, time on site, % new visits, bounce rate,[object Object],change to “visitor type” to see new visitors to the site,[object Object],change to “region” to see where the visits come from(keeping in mind that ISP don’t always report correctly),[object Object],note how the bounce rate climbs the farther away they are(if the site is location sensitive),[object Object],If your paying for banner advertisement, or any other type of paid traffic...you’re looking for quality of conversion not simply traffic ,[object Object]
Analytics // metrics for site improvement,[object Object],analytics to improve sites, marketing, and conversion,[object Object],change opinion into to data (hippo vs your users),[object Object],measure media and marketing effectiveness,[object Object],allocate budgets to campaigns with returns or conversions,[object Object],testing, testing, testing… measure changes (onsite or offsite),[object Object]
We'll Help You Master Internet Marketing,[object Object],	These days it’s more important than ever for you to reach new prospects, satisfy customers, find new efficiencies, and grow your business. The Web's the way to do it. We can help.,[object Object]

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Google Analytics: How to Get Started

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Notes de l'éditeur

  1. Google Analytics: Understanding Google Analytics as an Effective Measurement Tool.Presented by Kevin Mullett (@kmullett)from Cirrus ABS in partnership with Element Three on August 11th 2010. Indianapolis, Indiana Contact:http://www.discoverelementthree.com or http://www.cirrusabs.com
  2. Objectives for today's Indianapolis Google Analytics seminar. How do I efficiently get reports for myself and others?Turn opinion into data. Find what’s working and what’s not. How to improve your site for conversion.
  3. Analytics // facing the reality of analytics: Google Analytics is a very powerful tool, capable of so much more than we will have a chance to talk about today. We track 100’s of websites, work with 100’s of clients and I will be real honest, I don’t feel like we have scratched the surface of what Google Analytics can do. The big question is what can it do for you? The simplistic answer is give direction on matters of marketing effectiveness.This seminar, unlike most of my others, isn’t broken down into clearly defined actions. Instead it will be filled with many step by step examples along with some explanations on how to interpret the resulting data. This is designed to get you thinking critically about the uses and possibilities of Google Analytics. What we have time to cover today is a mere drop in the bucket to be sure. Of course some of you will be more familiar than others. I will do my best to keep you awake and free of a glazed over look.
  4. Analytics // hippo hunting: I want to empower you with high value examples that will allow you to become your companies expedition lead. You will be empowered with powerful data capable of bringing down the largest hippos and experts when opinion starts to creep in to a conversation.By the way, the thought of this scares the… well it scares hippos and experts.*hippo = highest paid persons opinion
  5. Analytics // why analytics matter: I mentioned we can turn opinion into data, well what are we doing with that data? We are measuring our marketing, promotion, and advertising effectiveness, both online and offline. We will stop allocating marketing budget to those areas that don’t provide ROI. Is that social media campaign bearing fruit? And we will know where visitors really come from so we can put more money into those programs. Are you being found for the right keywords? Does the email campaign generate traffic back to the sign up form and do they fill it out?
  6. Analytics // why analytics matter: What keywords are bringing visitors to the site, what pages are valuable to visitors, is it time to freshen up your copy, are people following your calls to action, are there problem pages, who is your audience, how many people come to the site and take no further action, and much more.
  7. Analytics // the different choices: There is no shortage of analytics packages on the market. To understand why we are focused on Google Analytics today we need to understand the different types of analytic solutions.Server level statistics actually run on the computer that is serving your website pages to the world. This means that the hosting company chooses which one they will use. Price is normally a factor.Content Management Systems, like the Cirrus ABS eBusiness suite, often build in their own analytics.Then there are all the third party services which can included normal analytics, hit counters, multiple service aggregators, and Niche’ measurement services. Generally speaking, these all require some type of code to be put on your site so their remote servers can measure the various metrics as they happen. Google Analytics works this way.
  8. Analytics // so why Google Analytics?: Cirrus ABS didn’t immediately jump on the Google Analytics beta band wagon. Instead we watched what was going on, installed it on some personal sites, and evaluated what they were doing. It became apparent pretty quickly that the new Urchin solution, with the financial backing of Google was going somewhere fast. I would be lying if I didn’t admit to selfish reasoning as well. We needed a way to more effectively present measurable results to clients. We wanted a way to highlight how our methodology for building websites was actually tangibly better when compared to competitors. I know that sounds like a line, but consider this, people were still spending tens of thousands on Yellow Page ads with no measurable return. Agencies were still building flashy sites with no conversion plans or capabilities, and almost nothing was being said of search engine optimization. Google Analytics provided us a free, easy to deploy and use tool.
  9. Analytics // but the numbers don’t match: A frequently asked question is why Google Analytics, the hosting providers server analytics package, and the old Cirrus ABS CMS built in analytics numbers don’t match up. The answer is actually more simple then you might have guessed. Each software developer decides what metrics should be included and the criteria that make them up. Total page hits isn’t the same as visitations. Unique user sessions per day as recorded by the Cirrus ABS CMS isn’t the same as absolute unique visitors in Google Analytics. A session timeout that was coded to be 20 minutes or based on a cookie expiration by Cirrus ABS was independently set to 30 minutes by the Google Analytics developers. A news item view count shown by our analytics will be represented as a pageview by Google Analytics.The important thing we will discuss today is how to look for clues in the numbers for what is working and what is not. We are looking for cause and effect.
  10. Analytics // customizing your dashboard: Let’s start with something simple. The Google Analytics dashboard is most useful when it presents the information you actually need and can act on. And if you are anything like me, sometimes you forgot exactly how you found that nugget of information that was helpful. Let’s take a moment to customize your dashboard to make it easy.Browse to the report you want to appear on the dashboard. Select the “Add to Dashboard” button, then select the “view dashboard” link. Now just repeat for other reports you would like to add to the dashboard.
  11. Analytics // reports to share or to keep: Exporting one time reports is really quite simple. Navigate to the report you want to create, for example: “content” > “top content”. Then we select the “Export” drop down tab. Now we select the appropriate format we want to save it in. That could be PDF (vector output for quality visual reference, ease of sharing), XML (extensible markup language), CSV (comma separated value, Excel), TSV (tabbed separated value, Excel). And finally we need to save the report which will is just like saving other things from the web. It may be different per browser.
  12. Analytics // scheduled attention: What if we want reports to show up on a regular basis? Let’s create an automated report. First navigate to the report you want to create as we did in our previous example. We will use “content”, “top content” again. Now click the “email” button and then select the “schedule” tab. Now we can input emails we want to send the report to, for example a supervisors, board members, the owner, or you could just check “send to me”. We continue by filling in the remaining fields then select the desired format. Now we choose the frequency of the report by selecting daily, weekly, monthly, or quarterly. Optionally we can request a “date comparison” be included. This would allow you to always include the previous month for example. And finally we click “schedule” to save this scheduled report. If you have already created a scheduled report you can simply use “Add to Existing” to add another report.
  13. Analytics // doomed to repeat the past?: One of the most common things people do in Google Analytics is check activity based on dates. Let’s do that, but why not also compare it to the past while we are at it. First we select the dates we want to review. Now let’s check the “compare to past option” and select a previous month. It may even be the same month from a previous year. That is if Google Analytics has been installed on your site that long. After clicking apply we are presented with a graph of the two months. We can hover over the dots to see more specific information. If you have made annotations we can see those as well. What are we looking at or for? We want to investigate these spikes and lulls. Why was there a spike? Was there an announcement? Did we kick off a marketing campaign? We are looking for cause and effect, because if it worked we should look into doing it again.We could have alternately used the “timeline” feature, rather than the “calendar”, to select or modify the range. Of course we can also turn off the “compare to past” feature if we want to concentrate on a given date range.
  14. Analytics // annotating key events: Annotation is one of my favorite additions to Google Analytics. If you really want to get serious about understanding what drives traffic to your site and more importantly traffic that ends up in lead generation or client acquisition you need to start annotating events. Are social media campaigns really driving traffic to the site? Is email still an effective marketing outreach method for you? What happens if I send out the email blast before the social media blast? What happens if I send it out after? Does sending the same email out a second time still produce traffic? All of these and many more questions are answerable if you have the tool set up to work for you.
  15. Analytics // compare metrics: Sometimes visits to the site doesn’t tell the whole story. Google Analytics has given us a way to compare other metrics. Annotations will help show that a low traffic day may still hold useful insight. We can see that on Feb 13th we had very low visits but very high average time on site. By looking at the top content report, for that specific day, we can see that this higher than average time on site is a result of people viewing the embedded SEO seminar slides. After checking that date I can see we posted on various social sites that the slides were available. We can now place an annotation on that date. We now know that posting follow up information doesn’t bring many visitors to the site, but those who do come are very engaged.
  16. Analytics // bounce rates defined: What is a bounce rate? Let’s say a visitor landed on and left from a given page (any page) on your site without visiting another page. That would be counted as a bounce. If they allowed their session to timeout, Google Analytics session timeout is 30 minutes, it would register as a bounce. For example if they went to lunch, upon returning a new session would start and the previous one would be counted as a bounce. If the visitor would lose their internet connection, it may count as a new session when restored. If the user hits the back button used to leave the site or if they typed a new address into the address bar to leave. Closing the browser window or tab would count as a bounce.
  17. Analytics // why is bounce important?: Bounce rate can be a strong indicator of how people are using your site. It can show a deficiency in paths to action or what can be called next steps. We want to make sure if a visitor makes it to “contact us” they end up on our confirmation page. Bounce also can show lost conversions or missed client acquisitions. This may indicate that the landing page doesn’t match the marketing offer. It also spotlights visit quality and page relevancy to your visitors. We don’t want to waste efforts attracting visitors for the wrong keyword phrases.
  18. Analytics // exceptions to the bounce rule: There are some site types that will have a higher bounce rate. Blogs for example. A large percentage of blog traffic is coming for that one specific article that caught their attention. Sites that have key information, like event dates, right on the home page which require no further action.
  19. Analytics // targeted keyword or not?: We could probably spend this entire time discussing how many ways Google Analytics can present keyword metrics to us. What is important to note is how keywords, landing pages, SEFurl’s, snippets or descriptions, and page titles are work together to combat bounce. Get too cute and traffic will go up, but so will bounce. Get to specific and traffic and bounce will be very low.
  20. Analytics // deeper keyword research: Let’s take a look at the search engines being used for given keywords. Maybe you will find that a particular search engine is sending more traffic for a given keyword, highlighting that paid search for that keyword term may be more fruitful in that search engine.
  21. Analytics // monitoring on-site search: If you have a search box on your site, you can setup Google Analytics to track how it is used. It will track things such as: start page the search was performed on, search terms, categories, destination pages, and more.Use MC cirrus2
  22. Analytics // creating goals: The real goal would be to get to the confirmation page, but for simplicity I am showing contact us. An excellent use of goals is for tracking abandonment during checkout on ecommerce sites. Only five goals are allowed per profile and up to fifty profiles per site. Some goals include: landed on a page, bought something, downloaded something, followed an off site link.Additional goals will be set up from “Analytics Settings” » “Edit” » “+ Add goal” “Goals are limited to 5 per profile”
  23. Analytics // visualizing goals: To visually track the steps we can add a funnel to the goal. This is a very valuable way to see how people are interacting with your site. Where is the abandonment so we can correct it.“Goals are limited to 5 per profile”
  24. Analytics // depth of visit: Other factors sometimes tell a more accurate story. Let’s look at how many pages our visitors look at. Why is this important? The difficult truth is it depends on the type of site and the pages they are landing on. If you have a specific landing page with a sign up form, then two pageviews, one for the signup and one for the confirmation would be accomplishing your goal. If however you have an ecommerce site you want a higher pageview count. Generally speaking.The checkout procedure on an ecommerce site could easily be 4 pageviewsby itself! Cart, shipping, account/payment, confirmation, thank you.
  25. Analytics // brand awareness anyone?: Maybe a better indicator for your site would be new visitors vs returning visitors. Both visitor types are important of course, but if you just started a brand awareness campaign you would certainly expect to see an influx of visits from new visitors.
  26. Analytics // tracking location awareness: What if we wanted to see how a radio, TV, or say direct mail campaign for awareness was working in a particular area? Let’s check the Map Overlay to see how that awareness promo we did in Indianapolis worked for us?
  27. Analytics // awareness campaign by visitor type: Now let’s select "Dimension: Visitor Type“ This directly shows us how many "New Visitors" our promo provided in this region.If we had an ongoing campaign we would be monitoring this through the duration of the campaign to show when you peak and start to hit diminishing returns. This could be added to your dashboard, exported to a report, or emailed through the duration of the campaign as well.Play with the “none: X” to see various other factors.
  28. Analytics // awareness campaign by source: Now let’s select "Dimensions: Source“ This shows direct traffic vs SE traffic was the promo effective for URL awareness. If a large percentage come from search engines then they had to look for you. If most come from "(direct)", meaning they typed the URL into the browser they remembered your domain name from the promo.Play with the “none: X” to see various other factors.
  29. Analytics // referring the most traffic: In this view I can see, because I took the time to annotate it by the way, that this large spike came as a result of submitting a story to stumbleupon.com a social bookmarking/sharing service. Was this the best traffic though?
  30. Analytics // referring the best traffic: Here we can see that visits from Facebook looked at more pages per visit, spent more time on the site, and had a lower bounce rate.If showing MC The Vera Bradly Outlet sale April 29th- May 2nd .
  31. Analytics // metrics for site improvement: Why are analytics worth a bit of time each week and how can we use analytics to improve our site, our marketing, and conversions? The first thing analytics does for us is to change opinion into to data. This is not very good news for people who like to be right. I include myself in that group by the way. Really thought, more than a desire to be right, we want to do right. That requires evidence. We can also measure media and marketing effectiveness. Did that trade show really send traffic to the site? Did they contact you via the site? How about allocating budgets based on campaigns with high return and conversions. Which cities should we resend that direct mail piece out to? Of course the Holy Grail of analytics is testing, testing, and more testing. This is the basis of a NetCentered approach. We want a convergence of offline and online marketing efforts based on measurable return.
  32. We at Cirrus ABS and Element Three appreciate you taking the time to learn how to improve your internet marketing efforts. Please let us know how we can help you.
  33. Visit http://www.discoverelementthree.com or http://www.cirrusabs.com for more information.