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Agenda
  Sarah Davis
1 Digital .StrategistYour Google Analytics
   .... ......
2 @SDavis_ . . . . Defining your business
   .......                                     objectives
3 . . . . . . . . . . . Measure your success with goals
4 . . . . . . . . . . . Measure your marketing campaigns
5 . . . . . . . . . . . Improve your results by analyzing
                         traffic sources
What is Google Analytics?
 ASarah Davis
    service offered by Google that generates detailed
 statistics about the visits to a website. The product is
   Digital Strategist
 aimed at marketers, as opposed to webmasters from
   @SDavis_
 which the industry of web analytics originally grew. It
 is the most widely used website statistics service.

 Tracks visitors from all referrers, including organic
 search engines, display advertising, pay-per-click
 networks, e-mail marketing, and digital collateral (such
 as links within PDF documents).
Provides Answers to Difficult ?’s
 Sarah Davis
 Digital Strategist
 @SDavis_
Tracking Code
 <script type="text/javascript">
   Sarah Davis
   Digital Strategist || [];
    var _gaq = _gaq
   _gaq.push(['_setAccount', 'UA-XXXXX-Y']);
   @SDavis_
    _gaq.push(['_trackPageview']);

   (function() {
     var ga = document.createElement('script'); ga.type = 'text/
 javascript'; ga.async = true;
     ga.src = ('https:' == document.location.protocol ?
 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';
     var s = document.getElementsByTagName('script')[0];
 s.parentNode.insertBefore(ga, s);
   })();

 </script>
Defining Your Business Objectives
 Business Objective
 Sarah Davis
                        Goal (Outcomes)
 Digital Ecommerce
         Strategist     Sell Products
 @SDavis_
    Lead Generation     Contact info for sales prospects

    Content Publisher   Show advertising to visitors

         Support        Help customers solve problems

        Branding        Drive awareness & engagement
Common Micro Conversions
Only 3% of your traffic will convert at your top goal.
 Sarah Davis
 Digital Strategist
   Share content via
 @SDavis_                Subscribe to
                                             Watch Video
     social media         newsletter

                         Use calculator/
      Play games                               LiveChat
                       payment estimator

                         View special
 Add product to cart                       Customize Product
                           content
Conversion Process
 Sarah Davis
 Digital Strategist
 @SDavis_             New Visitors
                      Micro Conversions
                      Goal achieved
                      Returning Customers
Measure Your Success with Goals
Step 1:Davis
 Sarah
 Digital macro/micro conversions on your site
Define    Strategist
 @SDavis_
- View a “Thank You” page
- Sign up for your email list
- Download a whitepaer
- Make a purchase
- View a video
                   ........ all of which are conversions
Step 2:
Create a Conversion Goal in Analytics
 Sarah Davis
 Digital Strategist
 @SDavis_
Step 2:
Create a Conversion Goal in Analytics
 Sarah Davis
 Digital Strategist
 @SDavis_
Step 3:
Select the Goal Type
 Sarah Davis
 Digital Strategist
 @SDavis_
Measuring Your Marketing Campaigns
 Sarah Davis
Link tagging is the process of adding marketing
 Digital Strategist
informations to the URLs in your online
 @SDavis_
marketing materials.
Definitions for Campaign Tags
 Tags Davis
 Sarah                        Meaning
  Digital Strategist
* Campaign . . . . . . . . . . . Name of your campaign
  @SDavis_
* Medium       ...........   Channel (email, social, etc)
* Source       ...........   Details about channel
 Keyword       ...........   Keyword from search
 Content      ...........    Ad variation

*Required fields
Measuring Your Marketing Campaigns
 Sarah Davis
Example:
 Digital Strategist
 @SDavis_
http://buckeyeinteractive.com/?utm_source=monthly
%2Bnewsletter&utm_medium=email&utm_content=
january&utm_campaign=clients%2Bonly
Google URL Builder
 Sarah Davis
 Digital Strategist
 @SDavis_
How It’s Displayed In Your Analytics
 Sarah Davis
 Digital Strategist
 @SDavis_
Google Analytics Automatically Tags
 Direct Traffic: User typed in your URL
 Sarah Davis
 Digital Strategist
 Referral: Url in which User found your URL
 @SDavis_
 and then came to your site
 Organic: Found your site in search results (also
 identifies keywords)
 Adwords: Pay-per-click Advertising
Improve Your Results By Analyzing
Your Traffic: Measure KPI’s
Sarah Davis
Pageviews
Digital Strategist
Visits
@SDavis_
Visitors (All or Unique)
Bounce Rate (%)
Avg. Time on Site
New vs. Returning
Traffic Source
Keywords
Traffic Sources > Sources > Campaigns
 Sarah Davis
 Digital Strategist
 @SDavis_
Traffic Sources > Sources > Campaigns
 Sarah Davis
 Digital Strategist
 @SDavis_
Drill Into Campaigns : Segment!
 Sarah Davis
 Digital Strategist
 @SDavis_
Real-Time Data
 Sarah Davis
 Digital Strategist
 @SDavis_
Other Worthwhile Data...
 Sarah Davis
 Digital Strategist
 @SDavis_
Key Takeaways
 Sarah Davis Google Analytics tracking code installed
          Get
   1 on your
 Digital Strategist website
 @SDavis_
          Make sure you are tracking micro/macro
   2 conversions with goals

  3      Track ALL your marketing activities


  4      Analyze traffic
Thank You!
More Questions? Get in touch!

Sarah Davis
(p) 614.289.7900
(e) sarah@buckeyeinteractive.com
(t) @SDavis_

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Google Analytics by Buckeye Interactive

  • 1.
  • 2. Agenda Sarah Davis 1 Digital .StrategistYour Google Analytics .... ...... 2 @SDavis_ . . . . Defining your business ....... objectives 3 . . . . . . . . . . . Measure your success with goals 4 . . . . . . . . . . . Measure your marketing campaigns 5 . . . . . . . . . . . Improve your results by analyzing traffic sources
  • 3. What is Google Analytics? ASarah Davis service offered by Google that generates detailed statistics about the visits to a website. The product is Digital Strategist aimed at marketers, as opposed to webmasters from @SDavis_ which the industry of web analytics originally grew. It is the most widely used website statistics service. Tracks visitors from all referrers, including organic search engines, display advertising, pay-per-click networks, e-mail marketing, and digital collateral (such as links within PDF documents).
  • 4. Provides Answers to Difficult ?’s Sarah Davis Digital Strategist @SDavis_
  • 5. Tracking Code <script type="text/javascript"> Sarah Davis   Digital Strategist || []; var _gaq = _gaq   _gaq.push(['_setAccount', 'UA-XXXXX-Y']);   @SDavis_ _gaq.push(['_trackPageview']);   (function() {     var ga = document.createElement('script'); ga.type = 'text/ javascript'; ga.async = true;     ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';     var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);   })(); </script>
  • 6. Defining Your Business Objectives Business Objective Sarah Davis Goal (Outcomes) Digital Ecommerce Strategist Sell Products @SDavis_ Lead Generation Contact info for sales prospects Content Publisher Show advertising to visitors Support Help customers solve problems Branding Drive awareness & engagement
  • 7. Common Micro Conversions Only 3% of your traffic will convert at your top goal. Sarah Davis Digital Strategist Share content via @SDavis_ Subscribe to Watch Video social media newsletter Use calculator/ Play games LiveChat payment estimator View special Add product to cart Customize Product content
  • 8. Conversion Process Sarah Davis Digital Strategist @SDavis_ New Visitors Micro Conversions Goal achieved Returning Customers
  • 9. Measure Your Success with Goals Step 1:Davis Sarah Digital macro/micro conversions on your site Define Strategist @SDavis_ - View a “Thank You” page - Sign up for your email list - Download a whitepaer - Make a purchase - View a video ........ all of which are conversions
  • 10. Step 2: Create a Conversion Goal in Analytics Sarah Davis Digital Strategist @SDavis_
  • 11. Step 2: Create a Conversion Goal in Analytics Sarah Davis Digital Strategist @SDavis_
  • 12. Step 3: Select the Goal Type Sarah Davis Digital Strategist @SDavis_
  • 13. Measuring Your Marketing Campaigns Sarah Davis Link tagging is the process of adding marketing Digital Strategist informations to the URLs in your online @SDavis_ marketing materials.
  • 14. Definitions for Campaign Tags Tags Davis Sarah Meaning Digital Strategist * Campaign . . . . . . . . . . . Name of your campaign @SDavis_ * Medium ........... Channel (email, social, etc) * Source ........... Details about channel Keyword ........... Keyword from search Content ........... Ad variation *Required fields
  • 15. Measuring Your Marketing Campaigns Sarah Davis Example: Digital Strategist @SDavis_ http://buckeyeinteractive.com/?utm_source=monthly %2Bnewsletter&utm_medium=email&utm_content= january&utm_campaign=clients%2Bonly
  • 16. Google URL Builder Sarah Davis Digital Strategist @SDavis_
  • 17. How It’s Displayed In Your Analytics Sarah Davis Digital Strategist @SDavis_
  • 18. Google Analytics Automatically Tags Direct Traffic: User typed in your URL Sarah Davis Digital Strategist Referral: Url in which User found your URL @SDavis_ and then came to your site Organic: Found your site in search results (also identifies keywords) Adwords: Pay-per-click Advertising
  • 19. Improve Your Results By Analyzing Your Traffic: Measure KPI’s Sarah Davis Pageviews Digital Strategist Visits @SDavis_ Visitors (All or Unique) Bounce Rate (%) Avg. Time on Site New vs. Returning Traffic Source Keywords
  • 20. Traffic Sources > Sources > Campaigns Sarah Davis Digital Strategist @SDavis_
  • 21. Traffic Sources > Sources > Campaigns Sarah Davis Digital Strategist @SDavis_
  • 22. Drill Into Campaigns : Segment! Sarah Davis Digital Strategist @SDavis_
  • 23. Real-Time Data Sarah Davis Digital Strategist @SDavis_
  • 24. Other Worthwhile Data... Sarah Davis Digital Strategist @SDavis_
  • 25. Key Takeaways Sarah Davis Google Analytics tracking code installed Get 1 on your Digital Strategist website @SDavis_ Make sure you are tracking micro/macro 2 conversions with goals 3 Track ALL your marketing activities 4 Analyze traffic
  • 26. Thank You! More Questions? Get in touch! Sarah Davis (p) 614.289.7900 (e) sarah@buckeyeinteractive.com (t) @SDavis_