This is a handout that coincides with the talk about Google Analytics.

1. Google Analytics Tutorial & Guide

2. +02+ mindjarmedia.com
Contents
The Story Behind Analytics
Setting Goals
Basic Analytic Components
Traffic
Visitors
Bounce Rate
Pageviews
Overview
Pop Quiz
Tips and Tricks
Get your FREE Analysis Voucher
mindjarmedia.com | Digital Marketing | SEO
OnIdeas.com 6 E Bay Street, Suite 100 /// Jacksonville, Florida 32202| Analytics

3. mindjarmedia.com +03+
The Story Behind Analytics
Before you begin with analytics, the most important thing to help you understand
them is the “story” behind the numbers. Analytics can mean anything and it is your
duty to explain why people are doing things on your website. These are general
assumptions that you make. Keep in mind that assumptions are all you can make
and that no matter what the assumption is, you’re already doing well because you
are looking at the analytics – most websites do not look at their analytics.
Below you will be given typical assumptions based on trends of analytics. It is
always best to look at several different functions and round off the “story” from
your assumptions from each piece of the analytic puzzle i.e look at visitors vs.
bounce rate vs. traffic.
Here are a few examples:
You notice in November that more new people are going to your website but
are leaving very, very quickly. You notice that everyone is leaving from the about
page. You go on the website and notice a 404 error on the page. Your assumption
is that people are leaving because they have received that error.
Functions used:
Visitors vs. bounce rate
There are a lot of new people coming in from referral websites (Facebook, Twitter,
Merchant Circle, etc.). All of the visitors from these sites stay for over 3 minutes and
visit every page. Your emails are also increasing. Your assumption is that people
from referral sites are more valuable and you want to put more effort into them.
Functions used:
Visitors vs. bounce rate vs. traffic sources
Last one is on you:
It’s the end of the year and you see that new visits are down 20% in the last month.
What has been going wrong?
Assumption on the back page.
tommy@mindjarmedia.com
O 904.354.2600 /// joannegage@onideas.com

4. +04+ mindjarmedia.com
KPI’s for Website Analytics
Google analytics has plenty of functions to find out who is on your website
and what they are doing. The following information will cover the most
important functions of your Google Analytics and how to both read and
report them. The following functions will be discussed:
+ Traffic
+ Visitors
+ Bounce Rate
+ Pages Viewed
mindjarmedia.com | Digital Marketing | SEO
OnIdeas.com 6 E Bay Street, Suite 100 /// Jacksonville, Florida 32202| Analytics

5. mindjarmedia.com +05+
Traffic
Traffic is how people are finding your website. Traffic is broken down into
3 categories:
Organic Search
This is when someone types in the company name into the search bar or
types in a product or service into the bar that is a focused keyword.
Direct Traffic
This is when the user types www.[websitename].com.
Referral Traffic
This happens when someone finds your link on another website like Twitter
or Jacksonville.com, etc.
Typical Assumptions:
Low organic search – need to work harder on search engine optimization
and brand awareness.
High direct traffic – Brand awareness up or employees looking periodically
at website.
High Referral Traffic – efforts outside the website are good and can be
ramped up or left alone for the time being.
tommy@mindjarmedia.com
O 904.354.2600 /// joannegage@onideas.com

6. +06+ mindjarmedia.com
Visitors
This shows who is coming to the website. There are 2 types of visitors:
New Visitors:
This person has never been to the website.
Returning Visitors:
This person has returned to the website.
Typical Assumptions:
A lot of new visitors – Boost in search engine ranking, well-written article,
advent of social media to the marketing mix, etc.
A lot of returning visitors – The website is good and people want to come
back. The visitor comes back for further information.
mindjarmedia.com | Digital Marketing | SEO
OnIdeas.com 6 E Bay Street, Suite 100 /// Jacksonville, Florida 32202| Analytics

7. mindjarmedia.com +07+
Bounce Rate
Bounce rate means: Who is leaving at what percent? Bounce rate can be
applied to any traffic or visitor group type. The bounce rate at the time of
this report is 66.15%. This is an average bounce rate for this particular type
of site (although it shoud be lower). If the bounce rate gets lower, things are
great. If they get higher, cross-reference the rate with what pages people are
leaving.
Typical Assumptions:
Bounce rate gets lower – Everything is running even more smoothly than before.
Bounce rate gets higher – Where is the problem? Reference with visitors and
pages viewed.
tommy@mindjarmedia.com
O 904.354.2600 /// joannegage@onideas.com

8. +08+ mindjarmedia.com
Pages Viewed
The Top Content shows who goes on what page at what percent (based
on New vs. Returning visitors). This is a good place to find the most popular
pages and see who is visiting them.
Typical Assumptions:
A small percentage is going to the about us page – not all users care
about learning more about the company.
People are not going to the contact page – the users are not interested in
contacting the company.
People are staying on the homepage for a long time – the page is not
easily navigable.
mindjarmedia.com | Digital Marketing | SEO
OnIdeas.com 6 E Bay Street, Suite 100 /// Jacksonville, Florida 32202| Analytics

9. mindjarmedia.com +09+
Overview
The basics of analytics.
+ Tell the story
+ Make changes to underperforming pages
+ Keep the data easy to explain
+ Have confidence making assumptions
Assumption for First Page Question Answer:
Due to vacation and end-of-year, traffic to the website has decreased.
tommy@mindjarmedia.com
O 904.354.2600 /// joannegage@onideas.com

10. +010+ mindjarmedia.com
Pop Quiz
What is the most important keyword people are using to get to the Homepage?
Are these good visitors?
Why?
Variables Hint:
New Visits
Bounce Rate
Time on Site
mindjarmedia.com | Digital Marketing | SEO | Analytics

11. mindjarmedia.com +011+
Pop Quiz
What is the best time of month to promote the website?
How can you promote the website on these weeks?
tommy@mindjarmedia.com

12. +012+ mindjarmedia.com
Pop Quiz
Where can you increase traffic?
How can you increase your traffic through this method?
mindjarmedia.com | Digital Marketing | SEO | Analytics

13. mindjarmedia.com +013+
Tips & Tricks
To print the analytics, choose to export the page as a .pdf and save it to a
folder. Print the page from the .pdf for best results.
Don’t be afraid to explore and push buttons when you are comfortable
with Google Analytics, you may find new information that is valuable to
the company.
Set easy and reachable goals such as: Increase referral traffic by 10%
(by signing up to directories) or increase search traffic (by increasing
SEO on the website).
Consider pay per click advertising to bring more people to your website.
The analytics will tell you if the small budget is working or not (there is
a possibility to get thousands of monthly impressions and several new
followers for $10 a day).
_______________________________________________________________________
Don’t hesitate to contact Mind Jar Media with further questions or concerns
regarding your Analytics. 352-678-1147.
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
Notes
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
tommy@mindjarmedia.com
_______________________________________________________________________
_______________________________________________________________________

14. +014+ mindjarmedia.com
Free Analysis
Contact Tommy Hobin at Mind Jar Media after this presentation and receive a FREE
Google Analytics set-up and evaluation. Get information on:
Who is coming to your website
What geographical locations are they located in
Traffic data
What online source are they coming from
A plan to fix any problems or lead more people into your website
What marketing outlets will you need to use to get more people to your website
mindjarmedia.com | Digital Marketing | SEO | Analytics
tommy@mindjarmedia.com

15. Thank You