How are people getting to your website? What content do they respond to? Is a visitor from a search engine or a referring website more likely to buy or sign up for a newsletter? If you aren't able to answer these questions, then you need to attend this webinar on how to use Google Analytics to determine how people are engaging (or not engaging) with your website. We'll talk about the why and how of using web analytics to track site performance and how to use these insights to make improvements to your website.

1. Using Google
Analytics to Measure
Website Engagement
Hall Web Services

2. Who We Are
Kasi Gajtkowski
Organic Search Manager
kasi@hallme.com
Hall Web Services
www.hallme.com
• Over 11 Years in Business
• Over 80 Search Marketing Clients
• 98% of Customers "Very Satisfied"

3. Got Questions?
• Use GoToWebinar “Chat” or “Ask a
Question”
• Twitter with #SEOvision tag

4. About You:
What You'll Learn:
• Why analysis of web stats is important
• Why Google Analytics makes a great web stats program
• How to set up GA and make sense of Google Analytics basics
• A little bit about the advanced features offered by GA
• You own or manage one or more websites
• You care about whether these sites generate business or not
• You want to know the real picture of how your sites are
performing

5. Analytics: Completing the Conversion Cycle

6. What Analytics Allows You to See
• Who is coming to your site
• When they got there
• How they got there
• Where they went when they got there
• What action (if any) they take
• Why? Well, you'll have to infer

7. What Analytics Doesn't Do
• Doesn't make you perform better in search
• Doesn't fix all your problems
• Doesn't answer your questions for you
• Doesn't give you one true answer
Photo:
http://www.flickr.com/photos/81929990@N00/429755417/

8. Why Google Analytics?
• Free
• Easy to Use
• Powerful

9. Why Not Google Analytics?
• Javascript
• 24 hour delay
• No backwards data

10. Getting Started
• Google.com/analytics
• Need a Google account
• One account per client, multiple
websites per account
• Tracking code goes in footer of
website... templates make this
easy!
• "Check Status" to see if installed,
no data for 24hrs

11. Goals!
Photo:
http://www.flickr.com/photos/29550316@N07/2790170831
You want people to do
something!
Like:
• Fill out a contact form
• Sign up for newsletter
• View a demo
• Download a whitepaper
• Buy something

12. Goals!
Components to a Goal:
• "Thanks" Page
• Pages to get there
• Value

13. Goals - This is Cool
Allows us to see:
• Impact of email marketing
• Paid versus search traffic
• Best performing keywords
• Best performing referral
sites (press, blog write-ups,
social media efforts)

14. Using GA: Dashboard

15. Using GA: Traffic Sources

16. Using GA: Content

17. Using GA: Visitors

18. GA Advanced - Segmentation and filters
• Exclude specific types of
traffic
• Include only specific sources
of traffic
• Segmentation - instant and
retroactive
• Filters - permanent and
for future use only

19. GA Advanced - Custom Reporting
• See a report with practically
any metric compared to
practically any dimension

20. GA Advanced – Event Tracking for Offsite Links, Videos
1. Category - 'Videos'
2. Action – 'Play'
3. Label – 'Baby's First Birthday'
[There are also “Values” and “Implicit Count”]
<a href="#" onClick="_gaq.push(['_trackEvent', 'Videos', 'Play', 'Baby's First Birthday']);">Play</a>
Additional code added for events so you can see them in your reports!
Let's say you want to know when someone hits the “Play” button on a video on your website:

21. End Goal... Making Changes!
• High Bounce Rate.. Okay on blogs,
but why are people leaving?
• Ecommerce - Are people afraid to commit?
• Web forms - Are you asking too much info?
• Wow, that content was hot! Should you write
more about it?
• StumbleUpon, Twitter, LinkedIn... man, this
stuff works!

22. Re-cap
Photo: http://www.flickr.com/photos/5-0_og/1304841776/
• Don't manage a website
in the dark
• GA is really powerful!
• There's a lot to learn
• Observe, analyze, react
• Consultant network
available if you need help

23. Weekly Webinars
Next week:
Amanda – Get More Return by Blogging Better
Two Weeks:
Alayna – What is a CMS and Why Do I Need One?

24. Learn More!
Web Vision Blog - http://www.hallme.com/blog
Webinars – http://www.hallme.com/webinars
Follow Hall on Twitter - @Hall_Web
Call us! 1-877-425-5932 (HALL-WEB)
Email me: kasi@hallme.com
QUESTIONS?