How is your website working for you? Learn the tools to analyze the flow of information and traffic on your site.

2. Agenda
Sarah Davis
1 Digital .StrategistYour Google Analytics
.... ......
2 @SDavis_ . . . . Defining your business
....... objectives
3 . . . . . . . . . . . Measure your success with goals
4 . . . . . . . . . . . Measure your marketing campaigns
5 . . . . . . . . . . . Improve your results by analyzing
traffic sources

3. What is Google Analytics?
ASarah Davis
service offered by Google that generates detailed
statistics about the visits to a website. The product is
Digital Strategist
aimed at marketers, as opposed to webmasters from
@SDavis_
which the industry of web analytics originally grew. It
is the most widely used website statistics service.
Tracks visitors from all referrers, including organic
search engines, display advertising, pay-per-click
networks, e-mail marketing, and digital collateral (such
as links within PDF documents).

4. Provides Answers to Difficult ?’s
Sarah Davis
Digital Strategist
@SDavis_

5. Tracking Code
<script type="text/javascript">
Sarah Davis
Digital Strategist || [];
var _gaq = _gaq
_gaq.push(['_setAccount', 'UA-XXXXX-Y']);
@SDavis_
_gaq.push(['_trackPageview']);
(function() {
var ga = document.createElement('script'); ga.type = 'text/
javascript'; ga.async = true;
ga.src = ('https:' == document.location.protocol ?
'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';
var s = document.getElementsByTagName('script')[0];
s.parentNode.insertBefore(ga, s);
})();
</script>

6. Defining Your Business Objectives
Business Objective
Sarah Davis
Goal (Outcomes)
Digital Ecommerce
Strategist Sell Products
@SDavis_
Lead Generation Contact info for sales prospects
Content Publisher Show advertising to visitors
Support Help customers solve problems
Branding Drive awareness & engagement

7. Common Micro Conversions
Only 3% of your traffic will convert at your top goal.
Sarah Davis
Digital Strategist
Share content via
@SDavis_ Subscribe to
Watch Video
social media newsletter
Use calculator/
Play games LiveChat
payment estimator
View special
Add product to cart Customize Product
content

8. Conversion Process
Sarah Davis
Digital Strategist
@SDavis_ New Visitors
Micro Conversions
Goal achieved
Returning Customers

9. Measure Your Success with Goals
Step 1:Davis
Sarah
Digital macro/micro conversions on your site
Define Strategist
@SDavis_
- View a “Thank You” page
- Sign up for your email list
- Download a whitepaer
- Make a purchase
- View a video
........ all of which are conversions

10. Step 2:
Create a Conversion Goal in Analytics
Sarah Davis
Digital Strategist
@SDavis_

11. Step 2:
Create a Conversion Goal in Analytics
Sarah Davis
Digital Strategist
@SDavis_

12. Step 3:
Select the Goal Type
Sarah Davis
Digital Strategist
@SDavis_

13. Measuring Your Marketing Campaigns
Sarah Davis
Link tagging is the process of adding marketing
Digital Strategist
informations to the URLs in your online
@SDavis_
marketing materials.

14. Definitions for Campaign Tags
Tags Davis
Sarah Meaning
Digital Strategist
* Campaign . . . . . . . . . . . Name of your campaign
@SDavis_
* Medium ........... Channel (email, social, etc)
* Source ........... Details about channel
Keyword ........... Keyword from search
Content ........... Ad variation
*Required fields

15. Measuring Your Marketing Campaigns
Sarah Davis
Example:
Digital Strategist
@SDavis_
http://buckeyeinteractive.com/?utm_source=monthly
%2Bnewsletter&utm_medium=email&utm_content=
january&utm_campaign=clients%2Bonly

16. Google URL Builder
Sarah Davis
Digital Strategist
@SDavis_

17. How It’s Displayed In Your Analytics
Sarah Davis
Digital Strategist
@SDavis_

18. Google Analytics Automatically Tags
Direct Traffic: User typed in your URL
Sarah Davis
Digital Strategist
Referral: Url in which User found your URL
@SDavis_
and then came to your site
Organic: Found your site in search results (also
identifies keywords)
Adwords: Pay-per-click Advertising

19. Improve Your Results By Analyzing
Your Traffic: Measure KPI’s
Sarah Davis
Pageviews
Digital Strategist
Visits
@SDavis_
Visitors (All or Unique)
Bounce Rate (%)
Avg. Time on Site
New vs. Returning
Traffic Source
Keywords

20. Traffic Sources > Sources > Campaigns
Sarah Davis
Digital Strategist
@SDavis_

21. Traffic Sources > Sources > Campaigns
Sarah Davis
Digital Strategist
@SDavis_

22. Drill Into Campaigns : Segment!
Sarah Davis
Digital Strategist
@SDavis_

23. Real-Time Data
Sarah Davis
Digital Strategist
@SDavis_

24. Other Worthwhile Data...
Sarah Davis
Digital Strategist
@SDavis_

25. Key Takeaways
Sarah Davis Google Analytics tracking code installed
Get
1 on your
Digital Strategist website
@SDavis_
Make sure you are tracking micro/macro
2 conversions with goals
3 Track ALL your marketing activities
4 Analyze traffic

26. Thank You!
More Questions? Get in touch!
Sarah Davis
(p) 614.289.7900
(e) sarah@buckeyeinteractive.com
(t) @SDavis_