1. GOOGLE ANALYTICS
Hello rabbit hole.

2. getting started
• You need a Google account.
• google.com/analytics

3. setup 101
1. Tell Google about your site
2. Put the code in your pages
or template files

4. ooh shiny!

5. ooh shiny!

6. ooh shiny!

7. CONTEXT
…without it, data is just noise.

8. segments

9. filters

10. goals
• Sales
• Information
• Inquiry collection
• Advertising revenue
• Appointment scheduling
Your site goals should be tied to your business goals. KPI measure status against
desired outcomes.

11. it’s the question that drives us
• How is our campaign doing?
• What search engines are sending visitors?
• What geographic areas are we NOT marketing to that are still yielding traffic
and/or conversions?
• How many times do visitors come to our site before they complete a goal?
• Are sales higher on certain devices?
• What types of content are generating traffic?
• What’s the ROI of social engagement?

12. custom dashboards
• Create widgets for highly specific measurements
• Apply and compare date ranges
• Subject to segmentation
• Provide context
EXAMPLE: UMW KPI Dashboard

13. A/BTESTING
…because the plural of anecdote is not
data.

14. QUESTIONS?
Shelley Keith
tkeith@umw.edu