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Getting the Most Value From Google Analytics

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Google Analytics, much like the search engine, changes and evolves constantly. There is so much to keep up with – so much data to slice and dice, so many new features being released – but there’s good news: there is also a gold mine of rich insights that can show you the value of your marketing efforts and help you make better decisions.

During this webinar, Search Mojo’s Janet Driscoll Miller and Scott Garrett will show you how you can get the most from everything Google Analytics has to offer, using it to your advantage to become a true marketing superhero!

What You’ll Learn:
• The Old Way vs. the New Way of measuring in Google Analytics
• How to use Google Analytics to measure for paid and organic search
• Useful Analytics tools tailored specifically for ecommerce websites
• How to use Goals, Attribution Modeling, and Experiments to track results

Publié dans : Technologie, Design
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Getting the Most Value From Google Analytics

  1. 1. @marketingmojo | #mojowebinar | marketing-mojo.com GETTING THE MOST VALUE FROM GOOGLE ANALYTICS Janet Miller, President & CEO Scott Garrett, Account Manager
  2. 2. @marketingmojo | #mojowebinar | marketing-mojo.com TODAY’S PRESENTER Janet Driscoll Miller, President and CEO, Marketing Mojo Follow on Twitter: @janetdmiller Scott Garrett, Account Manager, Marketing Mojo Follow on Twitter: @scottgarrett89
  3. 3. @marketingmojo | #mojowebinar | marketing-mojo.com ABOUT MARKETING MOJO • Search engine marketing firm founded in 2005 › Search engine optimization (SEO) › Pay-per-click advertising management (PPC) › Social media advertising › Online reputation management • Headquartered in Charlottesville, VA › Office in Charleston, SC • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at SMX Advanced, MarketingProfs, PubCon and more
  4. 4. @marketingmojo | #mojowebinar | marketing-mojo.com OUR CLIENTS
  5. 5. @marketingmojo | #mojowebinar | marketing-mojo.com THE WAY WE USED TO MEASURE WITH ANALYTICS
  6. 6. @marketingmojo | #mojowebinar | marketing-mojo.com IN THE EARLY DAYS… Measurement What It Measures Visitors Total visitors to the website Can be repeat visitors Unique Visitors Total UNIQUE visitors to the website Does NOT count repeats Pageviews Total pageviews on the website Regardless of visitor or type Unique Pageviews (Uniques) Unique visitors to the site Does NOT count repeat visits Pages/Visit How many pages on average were visited each visit New Visits Percentage of visits that were from visitors who had not been to the site before Time on Site (Visit Duration) How long a visitor, on average, stays on the site Bounce Rate Percentage of how many visitors immediately leave the site once they get to it
  7. 7. @marketingmojo | #mojowebinar | marketing-mojo.com THESE MEASUREMENTS AREN’T ENOUGH Measurement Why It Isn’t Enough Visitors Unless you remove them, can include employees Just a traffic stat – doesn’t measure visitor value Double counts Unique Visitors Like total visitors, may include employees Just a traffic stat Pageviews Shows the page was served, but doesn’t indicate action Unique Pageviews (Uniques) Pages/Visit Is this really indicative of your goals? Know your personas. New Visits Subject to cookie deletion Time on Site (Visit Duration) Tabbed browsing and server timeouts make these difficult to track with accuracy Bounce Rate
  8. 8. @marketingmojo | #mojowebinar | marketing-mojo.com HOW TO USE ANALYTICS FOR MEASUREMENT TODAY
  9. 9. @marketingmojo | #mojowebinar | marketing-mojo.com WHAT ARE GOALS? • Set up goals in Google Analytics to measure types of conversion › Examples: » Newsletter signups » Quote requests » Visits to specific pages • Can show which channel helps you meet a particular goal best • Instead of measuring traffic, measure your goal!
  10. 10. @marketingmojo | #mojowebinar | marketing-mojo.com A FEW THINGS ABOUT GOALS… • Segmented into Goal Sets › Up to 4 Goal Sets • Each Goal Set can have up to 5 goals • I.e., you can only set 20 goals/profile • Goal “slots” can be reassigned later • REMEMBER: Goals will not track retroactively
  11. 11. @marketingmojo | #mojowebinar | marketing-mojo.com SETTING UP GOAL TRACKING
  12. 12. @marketingmojo | #mojowebinar | marketing-mojo.com ECOMMERCE MODULE
  13. 13. @marketingmojo | #mojowebinar | marketing-mojo.com ECOMMERCE MODULE: TIME TO PURCHASE
  14. 14. @marketingmojo | #mojowebinar | marketing-mojo.com SETTING UP THE ECOMMERCE MODULE • Google Analytics Code • Enable Ecommerce tracking • Link Adwords Account (if applicable)
  15. 15. @marketingmojo | #mojowebinar | marketing-mojo.com USING TAGGING Analytics URL builder:
  16. 16. @marketingmojo | #mojowebinar | marketing-mojo.com ORGANIC SEARCH MEASUREMENT • Measure organic search value to the goal • Track various channel attributes › Google v. Bing › One website page vs. another • REMEMBER: Keyword tracking is essentially going away
  17. 17. @marketingmojo | #mojowebinar | marketing-mojo.com
  18. 18. @marketingmojo | #mojowebinar | marketing-mojo.com
  19. 19. @marketingmojo | #mojowebinar | marketing-mojo.com PAID SEARCH MEASUREMENT • Hook Google Analytics to Google AdWords › Enables Google Analytics to show in Google AdWords • Enable “autotagging” in Google AdWords (on by default) › Allows for Analytics code to be automatically added to the destination URLs • Use Google Analytics to tag destination URLs on ads in other paid search platforms › Use the URL Builder
  20. 20. @marketingmojo | #mojowebinar | marketing-mojo.com
  21. 21. @marketingmojo | #mojowebinar | marketing-mojo.com DISPLAY AD MEASUREMENT • Similar to tagging for paid search ads in platforms other than Google AdWords • Use the URL Builder to build your destination URL with tags
  22. 22. @marketingmojo | #mojowebinar | marketing-mojo.com
  23. 23. @marketingmojo | #mojowebinar | marketing-mojo.com ATTRIBUTION MODELING
  24. 24. @marketingmojo | #mojowebinar | marketing-mojo.com ATTRIBUTION MODELING • Attribution is one of the greatest challenges of marketing
  25. 25. @marketingmojo | #mojowebinar | marketing-mojo.com
  26. 26. @marketingmojo | #mojowebinar | marketing-mojo.com A|B TESTING Experiments in Analytics:
  27. 27. @marketingmojo | #mojowebinar | marketing-mojo.com DASHBOARDS
  28. 28. @marketingmojo | #mojowebinar | marketing-mojo.com SETTING UP DASHBOARDS • Click on Dashboards › Then simply edit and create new widgets to meet your performance monitoring needs
  29. 29. @marketingmojo | #mojowebinar | marketing-mojo.com CONTACT Janet Driscoll Miller Google+: +Janet Driscoll Miller Twitter: @janetdmiller Scott Garrett Google+: +Scott Garrett Twitter: @scottgarrett89