1. Getting Involved in Your Analytics
@rachaelgerson
#searchchurch

2. @rachaelgerson #searchchurch
About

3. @rachaelgerson #searchchurch
About Laurel House
Laurel House is dedicated to
the vision of ending domestic
violence in each life, home,
and community.

4. @rachaelgerson #searchchurch
Lots of links
Will share presentation at the end

5. @rachaelgerson #searchchurch
Marketer versus Analyst

6. @rachaelgerson #searchchurch
Anyone disagree??
“We should analyze our data!”

7. @rachaelgerson #searchchurch
Marketers are all in the same boat
Know the promise of what data can do
Would love to know what’s happening on site
Wants to make data-driven decisions
Have a few big problems

8. @rachaelgerson #searchchurch
The biggest problems

9. @rachaelgerson #searchchurch
The biggest problems

10. @rachaelgerson #searchchurch
My goal for today
Help you start
analyzing your
data

11. Set KPIs and goals
Action 1

12. Set KPIs & Goals
@tgwilson

13. Cover basic GA needs
Action 2

14. @rachaelgerson #searchchurch
Profiles
Filters
Set up the goals
Code setup & customization
Make sure basic GA needs are covered

15. Create custom reports
Action 3

16. From scratch or use regular reports as the base

17. Set reports to email regularly
Action 4

18. Set reports to email regularly

19. Create dashboards
Action 5

20. Create dashboards

21. Create dashboards
bit.ly/justins-social-db

22. Create dashboards

23. Set up alerts
Action 6

24. @rachaelgerson #searchchurch
Real example

25. Set up alerts
Get notifications when site behavior changes

26. Sample alert recipes
Bounce Rate – is greater than x%
Visits – is less than 1

27. Sample alert recipes
Goal Conversions – Increase or Decrease
[x% or x] from previous day / week
Visits from [Medium, Source, Keyword,
etc.] – Increase or Decrease [x% or x]
from previous day / week

28. Take credit for your
marketing efforts
Action 7

29. @rachaelgerson #searchchurch
moz.com/blog/why-google-
analytics-tagging-matters-
whiteboard-friday
Tagging Matters

30. @rachaelgerson #searchchurch
“Tagging”
http://www.yoursite.com/?utm_source=google&utm_medium=ppc&utm_campaign=q1
Campaign Source
Ex. Search engine, Newsletter name
Campaign Name
Name of promotion
or campaign
Campaign Source
Ex. Email, Organic, Referral
Bundle of resources on how to tag: bit.ly/how-to-tag

31. @rachaelgerson #searchchurch
Google’s URL builder
bit.ly/url-builder

32. @rachaelgerson #searchchurch
Quick tag with templates
bit.ly/chrome-url-builder

33. Utilize real-time reports for
testing
Action 8

34. Utilize real-time reports

35. Utilize real-time reports
Test campaign tagging
http://www.demo.com/?utm_source=twitter
&utm_medium=referral&utm_campaign=test

36. Don’t focus on keywords
Action 9
Keywords

37. @rachaelgerson #searchchurch
Don’t focus on organic search keywords
Keywords for me = Pie charts for Tim

38. @rachaelgerson #searchchurch
Don’t focus on organic search keywords
Look familiar?

39. @rachaelgerson #searchchurch
Instead?
Focus on landing pages

40. Evaluate acquisition reports
Action 10

41. @rachaelgerson #searchchurch
Evaluate acquisition reports
Source
Medium
Campaign
Landing pages
Evaluate by
behavior, not
just visits!

42. @rachaelgerson #searchchurch
Always dig deeper
Which Traffic Sources Convert Best?
% of Total Goal Completions

43. Watch your 404 pages
Action 11

44. Watch your 404 pages

45. Watch browsers & devices
Action 12

46. @rachaelgerson #searchchurch
Browsers & devices
Conversion & bounce rates by browsers
& versions
Conversion & bounce rates by devices
Browsers as indicators of bad traffic

47. Get some help
Action 13

48. @rachaelgerson #searchchurch
Get some help
Idea from @michelejkiss
INTERNS!

49. @rachaelgerson #searchchurch
Turn the interns loose on your data
Watch the fun that
ensues

50. Follow the money
Action 14

51. @rachaelgerson #searchchurch
Follow the money
For everything we’ve talked about,
prioritize based on where your
marketing dollars are going.

52. Utilize community resources
Action 15

53. @rachaelgerson #searchchurch
GA Conversion University
google.com/analytics/iq.html
Options

54. @rachaelgerson #searchchurch
GA Setup Checklist
google.com/analytics/learn/setupchecklist.html

55. @rachaelgerson #searchchurch
GA Help
support.google.com/analytics
/

56. @rachaelgerson #searchchurch
GA Community Forum
productforums.google.com/forum/#!forum/analytics

57. @rachaelgerson #searchchurch
Analysis Exchange
webanalyticsdemystified.com/ae/

58. @rachaelgerson #searchchurch
Twitter
#measure
#googleanalytics

59. @rachaelgerson #searchchurch
Twitter – bit.ly/direct-wrong

60. @rachaelgerson #searchchurch
Philly WAW
webanalyticsdemystified.com/wednesday/list.asp?
event_city=Philadelphia

61. @rachaelgerson #searchchurch
Philly DAA
digitalanalyticsassociation.org/?page=chapter_philly
@phillyDAA
October 22, 2013 – Philly DAA Symposium
Register now!!
$25 for members, $75 for non-members

62. @rachaelgerson #searchchurch
Get Involved
With the analytics community
With your own data

63. @rachaelgerson #searchchurch
Questions?
Thank you!