Where to find some of the most useful reports in Google Analytics. Animations are making some slides look odd here -- accept my apologies, please, and I hope you find them useful anyway.

1. ANALYTICS
BASIC
S

2. About Us
Haden Interactive builds, optimizes, and
manages WordPress websites for large
and small organizations on four
continents.
WWW.HADENINTERACTIVE.CO
M
Haden Interactive
Address: 1337 E. Ash, Fayetteville, AR
Phone: 479.966.9761
Email: info@hadeninteractive.com
02

3. Our Team
06
Meet us here at WordCamp or at
www.hadeninteractive.com
Rebecca Rosie Gideon Brittany

4. The most effective way to use analytics:
find the answer to a question.

5. Example #1: A CPG Manufacturer
Web traffic increases, but sales don’t.
What’s up?
• Identify a signal of intent to buy.
• Measure increase in that signal.
• Discover that only 35% of visitors have
access.
• This is a distribution, not a marketing
issue.

6. Example #2: B2B E-Commerce
Looks like bing brings big
spenders.
Should we optimize for bing?
• Looking at big spenders shows a lot
of bing users.
• Looking at bing, not big spenders,
doesn’t show higher conversion rates
or purchases overall.
• Visits from corporate centers are
followed by purchases by vendors in
the same city.
• It’s not bing, it’s the corporation.

7. Who’s visited?
Executive office of the president:
Visits: 17
Unique Visitors: 12
Pageviews: 77
Senate.gov:
Visits: 29
Unique Visitors: 23
Pageviews: 139
House.gov
Visits: 336
Unique Visitors: 70
Pageviews: 1,939
Example #3: Thought Leader
Are we influencing people, or
just getting traffic?
How do we know?
We can say confidently: this is not typical.

8. With no question, we often just look for good news.

9. 1.Come up with a question – something you’d like to know
about your website.
2.As we look at reports, decide which reports might give you
the answer.
What’s Your Question?

10. Major Reports
There are 4 primary reports and
each has a lot of sub-reports

11. Audience Reports

12. Overview

13. Sessions, Users, Pageviews

14. Miles, Jorge, Lucy, and Svetlana visited www.example.com. Each of the men
visited twice and looked at three pages each time, while each of the women
visited three times and looked at one page each time. Svetlana looked at the
same page each time, while Lucy looked at a different page on each visit.
How many Pageviews did www.example.com receive?
18
Check Understanding

15. User Explorer

17. Demographics

18. Interests

19. Geo Language

20. Geo Location

21. Overview
All Traffic
AdWords
Search Console
Landing Pages
Countries
Devices
Queries
Social
Campaigns
Acquisition Reports

22. Traffic Sources

23. Source and Medium

24. Landing Pages Report

25. Query Report

26. Overview
Behavior Flow
Site Content
Site Speed
Site Search
Events
Publisher
Experiments
In-Page Analytics
Behavior

27. Behavior Flow Report

28. Site Content> All Pages

29. Conversions Reports
You must set up goals in order
to see any of these reports.

30. Goals

31. Top Conversion Paths

32. • Identify a customer behavior.
• Identify an online action that
shows the behavior or a sign of
intention.
• Make sure your website offers a
way to track the behavior:
• A URL visited
• A length of time on site.
• An item downloaded.
• Set up a goal in Google Analytics.
Once you identify a goal…

33. Set up a goal in Google Analytics

34. Describe your goal

35. Add goal details and create goal

36. Segments

37. Set up a segment

38. Once you get to know what’s
happening at your website, you can
improve your website.
•Make changes at the website to
encourage the behaviors we want to
increase.
•Fix areas of confusion or
abandonment.
•Use what we learn about visitor
acquisition to make the best
allocation of resources.
Continue to monitor and respond,
because things change.
Then what?

39. Thank you for your attention !@REBECCAHADEN
REBECCA@HADENINTERACTIVE.C
OM
WWW.HADENINTERACTIVE.COM