Jann Mirchandani, principal and creative engine behind Marketing Café, outlines the basics of Google analytics in her presentation "Google Analytics."

1. Google Analytics
Embracing your inner data-geek to
drive your business forward.

2. WestchesterMarketingCafe.com
Finding Actionable Data
Google Analytics provides TONS of great
data
– What insight does it provide?
– What is actionable?
"Half the money I spend on
advertising is wasted; the
trouble is I don't know which
half."
John Wannamaker

3. WestchesterMarketingCafe.com
Your Foder’s Guide
Bounce
– Visitors enters/leaves from same
page
Exit page
– Page from which a visitor leaves
New visitor
– No cookies have been set for that
visitor
New visit
– A cookie has been set previously
AND 30 minutes+ have passed or a
new window has been opened
Direct traffic
– Visitor typed in address, followed a
javascript link or redirect, etc.

4. WestchesterMarketingCafe.com
View From 30,000 feet
Key metrics to watch
– Visitors
– Traffic sources
– Keywords
– Content

5. WestchesterMarketingCafe.com
Visitors

6. WestchesterMarketingCafe.com
Traffic Sources

7. WestchesterMarketingCafe.com
Keyword Searches

8. WestchesterMarketingCafe.com
Content

9. WestchesterMarketingCafe.com
Advanced Filters
I only want to look at
visits from English-
speaking visitors

10. WestchesterMarketingCafe.com
Content

11. WestchesterMarketingCafe.com
What is the goal of your site?
What do you want your site to do for
your business?
- Increase sales
- Increase brand awareness
- Establish credibility
Define a “conversion”
- Make a purchase
- Download a whitepaper
- Visit a specific page

12. WestchesterMarketingCafe.com
Set Up Some Goals

13. WestchesterMarketingCafe.com
Is It Working?

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Relative Performance

15. WestchesterMarketingCafe.com
No School Like The Old School
Use vanity URLs to track offline
campaigns
– 1 URL per target demo
– Redirect using query string
• Google URL builder
http://westchestermarketingcafe.
com/?utm_source=BCW&utm_
medium=postcard&utm_campa
ign=GetOffTheBlocks

16. Thank You
914-806-7720 | WestchesterMarketingCafe.com