2. Search Smart Marketing
• Mission
▫ Deliver superior client service and results by effectively integrating strategy,
project management, client service and technology.
• Search Engine Optimization (SEO)
• Paid Search Advertising
• Local Search Optimization
• Social Media Marketing
• Review Monitoring & Management
• Mobile Advertising & SEO
• Video Optimization
• Display/Banner Planning & Placement
3. Kate Hamilton-Miller
• Graphic Designer
• Started Digital Marketing, 2004
• Joined Search Smart in 2008
• Certifications
▫ Google
▫ Bing
▫ Social Media
• Memberships
▫ SEMPO
▫ National Association of Professional
Women (NAPW)
▫ Women Centric
4. What Is Analytics?
• Definition
▫ Analytics is the discovery and communication of
meaningful patterns in data
▫ Web analytics is the measurement, collection,
analysis and reporting of internet data for
purposes of understanding and optimizing web
usage
Source: Wikipedia
5. Types of Analytics
• Onsite
▫ Visitors
▫ # of Pages Viewed
▫ Time on Site
▫ Popular Content
▫ Common Exit Pages
▫ Actions Completed
• Offsite
▫ Potential customer pool (search opportunity)
▫ Share of Voice (visibility)
▫ Commentary (reviews, social engagement)
6. Google Analytics 101
• Terminology
• Proper Set-up
• Top 5 Reports
• Turning Findings into Actions
• Recent Additions
7. Analytics Lingo
• Tracking Code
▫ JavaScript placed on each page of your site
• Tracking URL
▫ Web Address of the page on your site you want to
direct visitors to + relevant marketing info
• Campaign
▫ Marketing initiative; Email Blast; Paid Search Ads
8. Google Analytics Setup
• Free account
▫ www.google.com/analytics
• Link to AdWords
▫ Adwords.Google.com
• Webmaster Tools Integration
▫ www.google.com/webmasters/tools
• Define Goals and Conversion Funnels
USE THE
SAME
LOGIN
ACROSS
ALL
GOOGLE
PRODUCTS
9. Analytics Tracking – Tag Everything!
• What
▫ Pay-Per-Click (CPC)
▫ Email
▫ Social Buttons, Posts
▫ Display
• How
▫ AdWords Auto-Tagging
▫ Tracking URL Generator
SEARCH: Google Analytics Tracking URL Builder
http://support.google.com/analytics/answer/1033867?hl=en
10. AdWords Auto-Tagging
• Login to AdWords
• My Account > Preferences
• Edit, Check Destination URL Auto-Tagging
• Save Changes
13. Report #1 – Audience Overview
• Derive Meaning
▫ Compare Month1 vs. Month2
▫ Have visits increased? Decreased? Remained flat?
▫ Major shifts in bounce rate or new visitors?
• Take Action
▫ Are you aware of any recent changes in:
Marketing activities
PR coverage
Offline events
▫ Move onto Traffic Sources to determine cause of
increase or decrease in visits
14. Report #2 – Traffic Sources
• What sites are delivering visitors to your website?
• Traffic Source Types
▫ Direct to Site
▫ Organic Search
▫ Paid Search
▫ Referral
• Filter by Traffic Source type for consolidated data
• Referral sources include Social Media, PR & Blogs
17. Report #3 – Popular Site Content
• Derive Meaning
▫ What pages of your site are visitors drawn to?
▫ What pages do people visit, then immediately leave
your site?
• Take Action
▫ Popular Content
Create more content of a similar nature
Send relevant paid search traffic here
▫ High Bounce Rate
Revise the text on the page
Misleading keywords?
Try a new layout
19. Report #4 – Visitor Information
• Derive Meaning
▫ Where are most of your visitors located?
▫ Do they fall within your area of service?
• Take Action
▫ Increase advertising or sales activity in low
volume/high response areas
▫ Review paid search targeting settings if traffic is
coming from outside of your service area
▫ Remove any geographic references to areas you do not
serve that are mentioned on the website
20. Report #5 – Goal Conversions
• Online Purchase
▫ ecommerce
transaction
• Micro-Conversion
▫ Visits to Contact Us
• Contact Actions
▫ Form Submission
▫ Newsletter Sign-up
• Downloads
▫ White Paper
▫ Brochure
• Site Engagement
▫ Pages per visits
▫ Time on site
• Social Engagement
▫ Blog comment
23. Report #5 – Goal Conversions
• Derive Meaning
▫ What action(s) do you want people to take?
▫ Define GA Goal for that page URL
• Take Action
▫ Are your marketing efforts generating the desired
action(s)?
▫ Which efforts are performing best?
▫ Do under-performing campaigns have a clear call
to action?
24. Key Takeaways
• Proper Setup Ensures Maximum Data Collection
• Don’t Get Lost in the Details > Focus on Actionable
Information
• Recommended Reports
▫ Audience Overview
▫ Traffic Sources
▫ Popular Site Content
▫ Visitor Information – Geographic Location
▫ Goals/Conversion Performance
25. Want to Learn More?
Join Us June 19th
for an in-depth review of Google Analytics
▫ Actionable Reporting
▫ Measuring Marketing Initiatives
▫ Conversion Funnels
▫ Visitor Flows
▫ Advanced Segments
▫ Multi-Channel Attribution
▫ Real-Time Events & Widgets
▫ Customized Reports
