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Google Analytics Fundamentals: Set Up and Basics for Measurement

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Once you have Google Analytics installed, here are the steps for setting things up and doing basic analysis on your website. This presentation covers:
• Setting up goals
• Adding filters to remove traffic from yourself
• Excluding traffic from bots and spiders
• Setting up "site search" reports
• Annotations and shortcuts
We also jump into the basic report configurations, including secondary dimensions, advanced filters and views. This covers most of what you need to know to start getting value from Google Analytics!

Publié dans : Marketing
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Google Analytics Fundamentals: Set Up and Basics for Measurement

  1. 1. Analytics Fundamentals Setup and Basics for Measurement Andy Crestodina Strategic Director | @crestodina
  2. 2. 94.6% of top marketing sites use Google Analytics source: Orbit Media
  3. 3. @crestodina How Google Analytics Works Javascript and Cookies
  4. 4. @crestodina How Google Analytics works
  5. 5. @crestodina How Google Analytics works
  6. 6. @crestodina How Google Analytics works
  7. 7. @crestodina How Google Analytics works
  8. 8. @crestodina How Google Analytics works
  9. 9. @crestodina 1. No cookie? No data 2. JavaScript disabled? No data 3. Time on page? Or time on tab? 4. Same device, different user 5. Same user, different device / browser When it doesn’t work
  10. 10. @crestodina Basic issues with GA
  11. 11. @crestodina First Touch Deep Dive Purchase Purchase Loyalty This can be a problem...
  12. 12. @crestodina First Touch Deep Dive Purchase Purchase Loyalty This can be a problem...
  13. 13. @crestodina @crestodina • #CMWorld URL problems...
  14. 14. @crestodina URL problems...
  15. 15. @crestodina URL problems...
  16. 16. @crestodina URL problems...
  17. 17. The click doesn’t count! @crestodina Carousel / slideshow advancing Anchor/jump links Rollover content Dropdowns expanding Offsite links / social media buttons Social sharing buttons Video plays Livechat interactions Embedded map interactions Tabs Filters Scrolling Comment / review submission Mailto: links PDF, PPT, Word downloads Lightbox interactions
  18. 18. GA Jargon
  19. 19. @crestodina Visitors are “Users”
  20. 20. @crestodina Visits are “Sessions”
  21. 21. @crestodina Analytics vs analytics
  22. 22. @crestodina Filter out traffic from yourself ...you are not your target audience
  23. 23. How accurate is this data? @crestodina
  24. 24. How accurate is this data? @crestodina
  25. 25. @crestodina
  26. 26. @crestodina
  27. 27. @crestodina
  28. 28. @crestodina Exclude traffic from robots ...because they never convert
  29. 29. @crestodina Are there robots in my Analytics?
  30. 30. @crestodina These referring sites look strange...
  31. 31. How to exclude traffic from robots
  32. 32. @crestodina Top Pages Which are my most popular pages?
  33. 33. Content! One of the most important reports in GA
  34. 34. Navigation Summary
  35. 35. Navigation Summary
  36. 36. Navigation Summary
  37. 37. @crestodina 1. Add great calls to action 2. Add strong testimonials 3. Add links to your strongest content 4. Remove links to other websites 5. Polish! Add personality! Video! People! 5 Tips for Top Pages
  38. 38. Beware the “services” page...
  39. 39. The problem with multi-topic pages...
  40. 40. Analytics blind spot! ...and horrible SEO
  41. 41. @crestodina Beware the testimonials page
  42. 42. @crestodina Navigation Summaries Where do they go from here?
  43. 43. Navigation Summary
  44. 44. @crestodina 1. Any small links getting clicked a lot? 2. Any big buttons getting missed? 3. Are calls to action effective? 4. What gets clicked the most in the main nav? 5. What never gets clicked in the main nav? 5 Questions to ask your Navigation Summary
  45. 45. @crestodina “Everything you remove from a page makes everything that’s left more prominent!” Less is more (effective)
  46. 46. @crestodina Filters Find things in the first column fast
  47. 47. @crestodina
  48. 48. @crestodina
  49. 49. @crestodina
  50. 50. @crestodina
  51. 51. @crestodina Advanced Filters Find anything fast!
  52. 52. @crestodina “Which blog posts have bounce rates of more than 80%” Let’s answer this question...
  53. 53. @crestodina
  54. 54. @crestodina
  55. 55. @crestodina Setting up goals ...because GA doesn’t know what success looks like
  56. 56. @crestodina 1. Leads 2. Subscribers 3. Ecommerce Customers 4. Event Registrants 5. Donors 5 types of conversions... #winning
  57. 57. Thank you messages ...not good for Analytics
  58. 58. Email links ...not good for Analytics
  59. 59. Forms / thank you pages ...perfect for Analytics
  60. 60. Thank you!
  61. 61. Subscribers from ‘Thank You’ page
  62. 62. @crestodina What about event tracking? That’ll work, right?
  63. 63. @crestodina Remember those “non-pageview” interactions? ...they are trackable
  64. 64. @crestodina
  65. 65. @crestodina 41.4% of top marketing sites use Google Tag Manager source: Orbit Media
  66. 66. @crestodina ...so let’s use thank you pages ...because that was kinda rough.
  67. 67. @crestodina 1. They see a Thank you page (additional messaging) 2. They get an auto-response email 3. Saves to database or CRM 4. Sends an email notification to you 5. Records as a conversion in Analytics 5 Things that happen when visitors submit...
  68. 68. @crestodina
  69. 69. @crestodina
  70. 70. @crestodina
  71. 71. @crestodina
  72. 72. @crestodina
  73. 73. @crestodina
  74. 74. The Goals report
  75. 75. The All Pages report
  76. 76. The All Pages report ...with page values
  77. 77. The Reverse Goal Path report
  78. 78. The Funnel Visualization report
  79. 79. Where you visitors are coming from
  80. 80. @crestodina The Channels report ...with conversion rates
  81. 81. @crestodina The Channels report ...with conversion rates
  82. 82. @crestodina Social channel conversions!
  83. 83. @crestodina 1. Add “social proof” to your top pages 2. Make sure every page has a call to action 3. Add people and personality 4. Use short, simple forms 5. Answer visitors’ top questions 5 Tips for better conversion rates
  84. 84. @crestodina 7 Things to add to your testimonials
  85. 85. @crestodina Campaign Tracking Code Where are your email visitors hiding?
  86. 86. @crestodina Where are my email visitors?
  87. 87. @crestodina There they are!! Where are my email visitors?
  88. 88. @crestodina
  89. 89. @crestodina
  90. 90. @crestodina
  91. 91. @crestodina
  92. 92. @crestodina
  93. 93. @crestodina
  94. 94. @crestodina
  95. 95. @crestodina Medium broadest origin of traffic cpc Source Specific origin of traffic Facebook Campaign Name Specific marketing effort spring_sale Campaign tracking for a FB ad...
  96. 96. @crestodina Medium broadest origin of traffic email Source Specific origin of traffic newsletter Campaign Name Specific marketing effort april_newsletter Campaign tracking for an email newsletter
  97. 97. @crestodina Medium broadest origin of traffic cpm Source Specific origin of traffic Twitter Campaign Name Specific marketing effort event_registration Campaign tracking for Twitter campaign
  98. 98. Now we have campaign data!
  99. 99. @crestodina
  100. 100. @crestodina
  101. 101. @crestodina Site Search Setup Does your site have a search box?
  102. 102. @crestodina
  103. 103. @crestodina
  104. 104. @crestodina
  105. 105. @crestodina
  106. 106. @crestodina
  107. 107. @crestodina
  108. 108. See what they’re looking for!
  109. 109. @crestodina
  110. 110. @crestodina
  111. 111. @crestodina Secondary Dimensions Add more data to any report!
  112. 112. @crestodina
  113. 113. @crestodina
  114. 114. @crestodina
  115. 115. @crestodina
  116. 116. @crestodina
  117. 117. @crestodina
  118. 118. @crestodina 1. Search for each phrase yourself. Find it? 2. Better optimize your own pages 3. Publish more content on those topics 4. Adjust your navigation to help visitors find things faster 4 Tips from the Search Terms report
  119. 119. @crestodina Putting it all together Let’s combine all of our new skills!
  120. 120. @crestodina “Which pages get the most traffic from social media visitors?” Interesting question...
  121. 121. @crestodina Step 1: Go to Behavior > Site Content > All Pages
  122. 122. @crestodina Step 2: Click on the “Secondary dimension” dropdown
  123. 123. @crestodina Step 3: Select “Medium” (find it by searching or clicking Acquisition > Medium)
  124. 124. @crestodina
  125. 125. @crestodina Step 4: Click to set an advanced filter (so we can filter by medium!)
  126. 126. @crestodina Step 5: Set filter so Medium contains “social” and click Apply
  127. 127. @crestodina A closer look at that advanced filter...
  128. 128. @crestodina
  129. 129. @crestodina Make a Shortcut Save yourself some time...
  130. 130. @crestodina
  131. 131. @crestodina
  132. 132. @crestodina
  133. 133. @crestodina Analytics is useless! ...unless you share, make decisions and take action.
  134. 134. @crestodina Reporting is not analysis
  135. 135. @crestodina 1. It answers questions 2. You share the insights 3. You make decisions based on those insights 4. You take action! 5. You measure the impact Analytics is useful only if...
  136. 136. @crestodina Adding notes in GA “Annotations” help tell stories.
  137. 137. @crestodina There’s a story behind the data...
  138. 138. @crestodina 1. Sent an email campaign 2. Started, changed or stopped advertising 3. Press hit! 4. Changed website 5. Changed Analytics setup 5 Reasons to add Annotations
  139. 139. @crestodina
  140. 140. @crestodina Sharing data visually ...because text is weak
  141. 141. @crestodina “Six years ago, we didn’t have any mobile traffic. Now 60% of our traffic is mobile.” Text is kinda weak
  142. 142. @crestodina Thanks, Snagit! Visuals are much more compelling
  143. 143. @crestodina Grab visuals from Analytics (Jing)
  144. 144. @crestodina Put that visual into a presentation!
  145. 145. @crestodina ...or an email!
  146. 146. @crestodina
  147. 147. @crestodina There is more to life than Google Analytics
  148. 148. @crestodina The best things in life aren’t in GA
  149. 149. @crestodina The best things in life aren’t in GA
  150. 150. @crestodina The best things in life aren’t in GA
  151. 151. @crestodina 1. How to set up Google Analytics 2. How to set up event tracking using Google Tag Manager 3. How to track campaigns using the Google URL Builder 4. Content Chemistry: The Illustrated Handbook for Content Marketing (4th edition) Notes / videos from this presentation
  152. 152. @crestodina 1. Google Analytics Academy 2. Avinash Kaushik (Occam’s Razor) 3. Orbit Media’s Blog (Analytics section) 4. Annielytics Blog (Analytics section) 5. E-Nor’s Blog (Analytics section) Want to learn more?
  153. 153. @crestodina
  154. 154. @crestodina Andy Crestodina Strategic Director | @crestodina THANK YOU!

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