This document discusses how Google Analytics can help measure the business value of marketing efforts by providing information on visitor interactions with a website and how they align with business goals. It notes that while AdWords provided traffic source data, Analytics provides additional insights into visitor behavior on site. Understanding an organization's goals, visitor goals, where they match, and how to measure that match is key to getting value from Analytics. Technical and strategic resources are recommended for different aspects of using Analytics effectively.

1. Google Analytics
What is the business value of your marketing efforts?

2. The Measurement Problem

3. SquareFootGardening.org
Example — Square Foot Gardening

4. Where does the traffic come from? AdWords

5. Lots of information about how visitors interacted
with AdWords and got to my site. Very little about
what happened once they arrived. Nothing about
other sources.

6. Enter Analytics

7. How useful is this information?

8. What would you like to know more?

9. Four key things to get real value out of Analytics
• Your goals
• Your visitors goals
• Where the two match
• How to measure the match

10. What are the answers to these questions for
Square Foot Gardening?

11. There are no cookie cutter answers to these
questions. They are different for each organization
and require understanding your business and web
strategies

12. Technical and Web Strategy Resources
• Google Web sites (technical)
• Help Center
• Learning Resources
• Certification
• Analytics Blog
• Avinash Kaushik (strategy)
• Justin Cutroni (strategy and technical)
• Invesp (strategy)

13. Let’s stay in touch
• I help companies build their web marketing capacities by training their teams
and advising them on strategy and performance. I frequently guide technical
teams toward producing business results.
• Web: http://BudGibson.com
• email: Bud@BudGibson.com
• phone: 734-926-9560