Find out 3 Easy and Often-Missed Google Analytics reports that can you can use to help make your business money. Originally presented at Search Marketing Expo (SMX)

1. 3 Easy & Often Missed
Google Analytics Reports
Helen M. Overland
VP Conversion Optimization, On-Page SEO & Analytics

2. Who is Search Engine People?
• 2009, 2010, 2011, 2012 PROFIT100 ranking
• Over 1000 clients worldwide
• Amongst top 13k most visited sites worldwide

3. What most people do
in Google Analytics
Analytics
1. Did we get traffic?
2. Did traffic go up?
3. Did people convert?
4. Did we rank for our keywords last month?
5. Maybe top landing pages?
6. Maybe top converting keywords?
7. Maybe most visited content?

4. Level: EASY
Missed Report #1

5. Level: EASY
Missed Report #1
“The Long View”

6. WHY The “Long View” Analytics
• Many people look at Month over Month (MoM)
or Year over Year (YoY) data
• This lets you see if your
traffic is going up
• But long term trends are
frequently MISSED!

7. WHY The “Long View” Analytics
For example – traffic looks pretty good here:

8. WHY The “Long View” Analytics
But progress is much clearer with a Longer View

9. WHY The “Long View” Analytics
Penalties, for example, are best diagnosed from a Long View

10. Level: Medium
Missed Report #2

11. Level: Medium
Missed Report #2
Tracking Social Value

12. Tracking Social Value Analytics
A Few Truths about Social Media:
1. Social Media is highly trackable, but still
difficult to determine value
2. Most people do NOT generally convert
directly from social media
3. Social Media can HELP in generating
conversions, if you’re doing social
effectively

13. Tracking Social Value Analytics
An Assisted Conversion is:
A source of traffic that brought
a visitor to your site, who did,
eventually, convert, but not in
the visit from this source.
An Assisted Source is a team
player, it supports the
converting pages.

14. Tracking Social Value Analytics
• Google now offers “Multi-Channel Funnels”, which can show
you how social media has ASSISTED your conversions

15. Tracking Social Value Analytics
You get a list of how common social networks have assisted your
conversions. If you’ve put value on conversions, you can also see how much
value each network returned

16. Tracking Social Value Analytics
You get a list of how common social networks have assisted your
conversions. If you’ve put value on conversions, each networks value is also
available to you
11 Conversions visited facebook
before converting, and then
converted from a different
source (PPC, SEO, etc)

17. Level: Medium
Missed Report #3

18. Level: Medium
Missed Report #3
When To Staff the Phone

19. When to Staff the Phone Analytics
Many businesses are open a
variation of 9am to 5pm.
But many consumers get home
from work, get dinner, and then
get down to business – they
want to call in the evening

20. When to Staff the Phone Analytics
Sample data from call tracking across clients sites:

21. When to Staff the Phone Analytics
Sample data from call tracking across clients sites:
10.4% of calls before 9am or after 5pm!!

22. When to Staff the Phone Analytics
Create a custom report to find out when people are visiting your site

23. When to Staff the Phone Analytics
FIND OUT if visitors to
the site are arriving
outside of business
hours BEFORE you hire
someone to answer the
phone

24. When to Staff the Phone Analytics
Not a data person? No problem! Make the data visual

25. When to Staff the Phone Analytics
For example – this client serves small businesses
Learning:
Small business owners are too busy for
administrative research during the day – they take
care of their business administration during the
evenings

26. When to Staff the Phone Analytics
Client who serves small business – most new visits after hours

27. When to Staff the Phone Analytics
Action:
The client is coordinating resources
to answer the phone after hours

28. © 2011 Search Engine People, Inc. All Rights Reserved
Thank you!
Questions?
searchenginepeople.com
Helen M. Overland
VP Conversion Optimization, On-Page SEO & Analytics