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Google Analytics 
Training Seminar 
Wednesday 3rd Sept, 2014 10:00am – 12:00pm
Your Presenter: Vorian Agency General Manager 
Matt Lynch 
• General Manager of Vorian Agency – Delivering integrated online and offline marketing solutions 
to business wrestling with how to market in today’s changing environment. 
• With over 22 years Online Marketing & Information Technology experience, Matt’s primary 
speciality is Search Engine Optimisation (SEO). Matt is a highly experienced senior digital 
marketing specialist working both within agency and in-house roles. Matt is also a certified 
Google Adwords and Bing Ads Professional. 
• Enjoys keeping up with the 'bleeding edge' of technology advancements and social media 
evolvement to ensure current knowledge in an ever changing landscape, leading to early 
adoption and determination of opportunity for marketing enhancement. 
• Local, national and international project experience particularly in the field of Travel for over 10 
years with companies such as Trafalgar Tours, The Travel Corporation brand and travel 
properties, Stella Travel and Best Flights. Matt has earned a reputation as an online marketing 
expert and search evangelist for thoroughness, quality, technical knowledge and success driven 
results. Matt's previous role was as the Global Online Marketing Manager for Trafalgar, 
coordinating the online marketing efforts with international teams for this global brand.
Connect with Matt… 
Twitter: https://twitter.com/mattrlynch 
LinkedIn: http://au.linkedin.com/in/mattlynchseo 
Google+: https://plus.google.com/+MattLynchAU 
Facebook: https://www.facebook.com/mattrlynch 
About Me: http://about.me/au.mattlynch 
SlideShare: http://www.slideshare.net/mattrlynch 
Pinterest: http://pinterest.com/mattrlynch 
Instagram: http://instagram.com/#mattrlynch 
YouTube: https://www.youtube.com/user/aumattlynch 
Vimeo: https://vimeo.com/mattrlynch 
Vine: https://vine.co/mattlynch 
Yelp: http://mattlynch.yelp.com.au 
FourSquare: https://foursquare.com/mattrlynch 
Klout: http://klout.com/#/mattrlynch 
Email: matt.lynch@vorian.com.au
Connect to Vorian Agency 
twitter.com/VorianAgency 
facebook.com/VorianAgency 
google.com/+VorianAgencyWestPerth 
linkedin.com/company/vorian-agency 
pinterest.com/vorianagency 
foursquare.com/v/vorian-media-group 
yelp.com.au/biz/vorian-agency-west-perth 
klout.com/vorianagency 
about.me/VorianAgency 
slideshare.net/vorianagency 
instagram.com/vorianagency 
flickr.com/photos/vorianagency 
youtube.com/user/VorianAgency 
vimeo.com/vorianagency 
vine.co/u/VorianAgency
Interactive Questions? 
During today’s session, you are welcome to tweet 
questions to our Vorian Agency Twitter Account 
@vorianagency using the hashtag #voriantraining 
https://twitter.com/vorianagency
Housekeeping 
Before we start, please note the following: 
• Exits 
• Toilets 
• Mobile Phones on Silent 
• Question & Answer session at end of the Presentation 
• A link to the Presentation Slide Notes and Video will be emailed to you 
• Vorian Agency info packs are provided to showcase our service offering 
• Vorian staff are available to arrange an appointment or answer specific questions 
• Please provide your feedback on today’s seminar on the supplied questionnaire 
• Please invite others you may know to register for our free seminar series
In today’s session… 
We’re going to learn to view insights and data about your website and online marketing. 
• Which marketing initiatives are most effective 
• Accurate website traffic patterns/trends 
• Which customer and customer segments are most valuable 
• Where visitors come from and what do they do on the site 
• How can the website convert more visitors into customers 
• Which keywords resonate with prospects and lead to conversions 
• Which online ad or creative is the most effective 
• Where people leave the site 
• Which pages retain visitors the longest 
• What search terms people use to find the site 
• Show you how visitors find and use your site!
Gain insights that matter 
Google Analytics not only lets you measure sales and conversions, but also gives you 
fresh insights into how visitors use your site, how they arrived on your site, and 
how you can keep them coming back. 
Google Analytics is perhaps the most commonly used, free, famous, and recognised as 
the standard of web statistics. Google Analytics gives very accurate statistics on 
not only traffic but also keeps track of almost everything a cookie can store 
(browsers, type of OS, plugins installed, etc.) on each unique visitors. It is also 
used to keep track of Google Adwords (Pay Per Click - PPC), integrates with Google 
Webmaster Tools (GWT), and can be used with Apps (IOS and Android Applications). 
Video: 1. Google Analytics In Real Life - Online Checkout
Why do we need Analytics? 
The goal of analytics is to drive organisational efficiencies and overall improvement. A 
true data driven analytic solution will help an organisation to tackle their most 
complex problems and create unique, predictive capabilities, driving intelligent 
decisions. 
Video: 2. Google Analytics In Real Life - Landing Page Optimization 
Video: 3. Google Analytics In Real Life - Site Search
Google Keyword ‘Not Provided’ 
• Google's recent changes make performance reporting less accurate. 
• SEO professionals and marketers no longer have the raw data that we once used to 
measure SEO results. 
• We will need to use different KPIs and trending metrics to approximate the data 
that is now lost. 
• Google isn't the only company making "secure search" a priority. Browsers such as 
IE10, Firefox 14+, and Mobile Safari have put measures in place to mask keyword 
referral data. 
• Yahoo has announced that it will be rolling this out shortly as well.
Finding Keyword Opportunities 
• Historically, the data from Google Analytics has been an excellent source of 
uncovering additional keyword opportunities and long-tail permutations that would 
drive traffic. Now we have to consider other supporting opportunities: 
• Google Keyword Planner (https://adwords.google.com/ko/KeywordPlanner/Home) 
• PPC / Paid Search Data (http://www.bing.com/toolbox/keywords) 
• Google Related Searches appear at the bottom of the Google SERP as a list of 
similar and related common search queries 
• Google Predictive Search, predicting for the user in their search query terms that 
are most likely to relate to their keyword, and so many influence the search term 
selected. 
• Google Trends (ww.google.com/trends/) 
• You can still get keyword referral data in Google and Bing Webmaster Tools 
• Competitive Analysis 
• Intuitive Understanding of the Market / User Personas 
• Third Party Tools (SEMRush, Keyword Discovery, Wordtracker, keywordspy.com, 
ubersuggest.org, spyfu.com)
There are other tools… 
Google Analytics is the one of the best online analytics tool and software to track your 
website traffic and stats. 
There's a myriad of hosted web analytics solutions. Some are free, most are not. A few 
are priced as a flat, monthly rate while others offer a tiered pricing structure 
based on number of page views. 
Many companies offer analytics software hosted as a service. Some common names in 
this space include: 
• Webtrends 
• Adobe (Omniture) 
• Mint 
• Clicky 
• Chartbeat 
• StatCounter 
• Piwik 
• Open Web Analytics 
• GoSquared 
• Woopra 
• Reinvigorate 
• Clearwebstats 
• Mouseflow 
• Webalizer 
• LeadLander 
• Performancing Metrics 
• OneStats 
• MyBlogLog 
• GoStats 
• Clicktale 
• Crazyegg 
• Kissmetrics 
• SiteMeter 
• AWStats
Server Side Log File Analysers 
Beware of web log file analysers. While they give decent data, the collection methods 
are much different. Log analysers give you great information on what happens as 
visitors connect to your servers. However, actions they take once they receive a 
page from your site can’t be tracked. This includes interactive content 
consumption and the URL to where they exit. 
From the server we have access to: 
• Error logs 
• Access logs 
A statistical analysis of the server log may be used to examine traffic patterns by time 
of day, day of week, referrer, or user agent. Efficient web site administration, 
adequate hosting resources and the fine tuning of sales efforts can be aided by analysis 
of the web server logs. Marketing departments of any large organisation that owns a 
website should be trained to understand these powerful tools. 
… then there are programs such as Experian Hitwise, Alexa; that provide a look at 
competitors in specific verticals, based on aggregated data from ISPs.
Getting Started… 
Go to: http://www.google.com.au/analytics
How to Signup 
First you would need to create a Google Analytics account. To do this, visit Google 
Analytics Signup Page. You will see a screen like the one below. If you already have 
a gmail account, then use that to sign-in with.
Creating a Google Account 
If you do not have a gmail account, then you would have to create an account for 
yourself, completing the following details:
After signing into Google 
In step one; you enter your site information. The fields are pretty self explanatory. You 
enter your Website’s URL, Account name (it can be anything that you like), country, 
and the time zone.
Implementing Google Analytics 
Google Analytics Requires JavaScript included into the code of your website by your 
website designer:
How to install GA code 
When you add the Google Analytics javascript to your website, you should be aware 
that there are two places where you can add the tracking script and each of them 
has advantages and disadvantages. 
In the Header 
• Pros - The tracking code is able to track all the visits even if the visitor leaves 
before all the page gets loaded 
• Cons - The script placed before the content may increase the load time of your 
pages because it is loaded before the content 
In the Footer 
• Pros - The pages load faster because the content is served before the script and the 
visitor will not notice any possible delays 
• Cons - The script might not track all the visits, if for example someone lands on the 
website and exits immediately 
Google recommends placing the code as the last component in the <head> section 
before the start of the <body> tag.
How to Install GA in WordPress 
There are several ways to install Google analytics in WordPress. 
1. Direct paste it in your theme’s header.php right before the closing </head> tag. 
2. Add to the functions.php 
3. And by far the easiest, install a plugin. (Google Analyticator, Google Analytics for 
WordPress,… and more!) 
The Google Analytics for WordPress plugin allows you to track your websites or blog 
easily and with lots of metadata.
Using Google Tag Manager 
Google Tag Manager lets you add or update your website tags and mobile applications, 
easily and for free, whenever you want, without having to ask your website 
developer to add code changes in on each page each time.
Google Tag Manager
Glossary of GA Terms
Glossary of GA Terms 
The following is a summary of the more common reporting terminology used through 
Google Analytics, that we should understand: 
• Visits (total number of visits to your site) 
– This metric is a count of sessions that have been active on your site for the selected date range. 
– If a user is inactive on your site for 30 minutes or more, any future activity is attributed to a new session. 
– Users that leave your site and return within 30 minutes are counted as part of the original session. 
– The initial session by a user during any given date range is considered to be an additional visit and an 
additional visitor. 
• Any future sessions from the same user during the selected time period are counted as additional 
visits, but not as additional visitors. 
• Unique Visitors (total number of unique visitors to your site) 
– Unique visitors are those that haven’t been previously recorded coming to your site (cookies/device) 
– Note carefully the period being compared, daily, weekly, monthly unique’s will be different. 
• Pageviews (total number of pages viewed on your site) 
– A pageview is an instance of a page being loaded by a browser. 
– The Pageviews metric is the total number of pages viewed; 
• Repeated views of a single page are also counted. 
– Google Analytics logs a pageview each time the tracking code is executed on a web page.
GA Glossary continued… 
• A unique pageview, as seen in the Content Overview report, aggregates 
pageviews that are generated by the same user during the same session. 
– A unique pageview represents the number of sessions during which that page was viewed one or 
more times. 
• Pages per Visit (average number of pages viewed per visit) 
– The Pages/Visit (Average Page Depth) metric displays the average number of pages viewed per visit to 
your site. 
– Repeated views of a single page are counted in this calculation. 
– This metric is useful both as an aggregate total as well as when it is viewed with other dimensions, such as 
country, visitor type or mobile operating system. 
• Average Time on Site (average time on site for each visitor) 
– The average duration of visits (sessions) to your site for the selected time frame. 
– Session time is calculated by adding up time on page for each page in the session except for the last page 
in the session. 
– The average time on site is determined by dividing the total time on site by the number of sessions for the 
selected time frame. 
– Time on site calculations do not include the amount of time that visitors spend on the last page in the 
session, because there is no way to determine how long the visitor spent on the last page.
GA Glossary continued… 
• Bounce Rate (Percent of single-page visits) 
– The Bounce Rate is the percentage of bounced visits to your site. 
– A bounce is calculated as a single-page view or single-event trigger in a session or visit. 
– The following situations qualify as bounces: 
• A user clicks A link deep into your site sent by A friend, reads the information on the page and 
closes the browser. 
• A user comes to your homepage, looks around for A minute or two and immediately leaves. 
• A user comes directly to A reference page on your site from A web search, leaves the page available 
in the browser while completing other tasks in other browser windows and the session times out. 
• New Visitors (Percent of total visitors who visited your site for the first time) 
– New Visitors — The first time A browser accesses your site, Google Analytics records the visitor as new. 
– This is done by checking to see if the _utma cookie for your domain exists on the browser. If it does not, 
the visit is considered a first-time visit. 
– Returning Visitors — Google Analytics records A visitor as Returning when the _utma cookie for your 
domain exists on the browser accessing your site.
GA Glossary continued… 
• Demographics: It’s key to understand whether the right consumers are making 
it to the site. If only a handful of total website visits come from local 
consumers, the business needs to evaluate its SEO/SEM approach. 
• Engagement: The length of time a visitor stays on a website is an important 
indication of whether the site is attracting the right type visitor and if it’s set up in 
an engaging way that keeps the visitor there to learn more. 
• Technology (Browser & OS): Comparing metrics across browsers and operating 
systems informs whether the website is properly optimised on all platforms. 
• Mobile: Evaluating performance indicators for those accessing the site through 
desktop, mobile or tablet is valuable in determining whether the site is properly 
optimised for each platform.
The components of GA 
Advertising & Campaign Performance 
Video: 4a. Audience Reports 
Video: 4b. Traffic Sources Reports 
Video: 4c. Remarketing with Google Analytics Overview
The components of GA 
Analysis & Testing
Dashboards 
• Configure up to 10 ‘widgets’ to build your own Dashboard. 
• Create custom Dashboards for different team members in the business 
• Complete range of options, table and graph types, and parameters to 
choose from in customising.
Real-Time Reporting 
• See what is happening in real-time on your website, where your active users are 
located, what sites have driven them to your website, what content they are 
looking at, and how they are engaging; events and conversions
The components of GA 
Audience Characteristics & Behaviour
Universal Analytics 
Cross-device & Cross-Platform Measurement 
• More than just measuring website stats 
• Join data from the website to other data, such as a CRM (consistent user ID key 
required) 
• If the user converts offline, we can join that data to online usage 
• Collect transactional data using measurement protocol, and integrate with POS 
(Point of Sales) systems. 
• Tie into Smart Card data, and ticket checking systems 
• Measure Mobile App data tied into the user profile 
• Import cost data associated with advertising to better calculate ROI
The components of GA 
Data Collection & Management
The components of GA 
Just for Mobile APPs
The components of GA 
Product Integrations
The components of GA 
Sales & Conversions
Setting Goals 
You can easily add a goal in order to: 
• Measure sales 
• Measure lead generation from your website 
• Measure product or file downloads 
• Measure the number of signups to a newsletter 
• Measure visitor loyalty and recency 
• Measure who pauses or fast forward on a video 
• See who clicks your ads 
• How many errors a visitor encounters during the checkout 
• How many users visit a specific page on your website 
• Measure engagement such as achieving a specific Time on Site 
• Now, for each of the above goal types you can assign goal values and this is the 
most interesting part, because you are able to actually measure in $$$ how well 
your metrics perform.
The components of GA 
Site & APP Performance
In-Page Analytics
Site-Speed Analysis
Google Alerts 
• Monitor the Web for interesting new content 
• Google Alerts are email updates of the latest relevant Google results (web, news, 
etc.) based on your queries. 
• Enter a search query you wish to monitor. You will see a preview of the type of 
results you'll receive. Some handy uses of Google Alerts include: 
– monitoring a developing news story 
– keeping current on a competitor or industry 
– managing your own company or personal brand reputation 
– getting the latest on a celebrity or event 
– keeping tabs on your favorite sports teams 
http://www.google.com.au/alerts 
– Another free alert solution is http://www.talkwalker.com/
Accessing Anywhere Anytime 
Check out the available apps (free and paid) on your favourite tablet or smartphone.
Google Analytics Premium 
Google Analytics Premium offers all the power and ease you expect from the standard 
version of Google Analytics plus extras that make it perfect for large businesses. With 
more processing strength for granular insights, a dedicated services and support 
team, service guarantees and up to 1 billion hits per month, all for one flat USD 
$150,000 p/a fee. 
At a glance: 
• Increased hit limit of 1 billion per month provided, tiered pricing available for those 
with higher needs. 
• 50 Custom Variables to measure what matters to you. 
• Unsampled Data, analyze custom reports with pinpoint accuracy. 
• SLAs: rest assured all your data is being collected at least 99.9% of the time. 
• A team of Google experts to guide you, with 24/7 support available for critical issues.
Big Data 
nothing more than a big buzzword 
Big data is the term for a collection of data sets so large and complex that it becomes 
difficult to process using on-hand database management tools or traditional data 
processing applications. The challenges include capture, curation, storage, search, 
sharing, transfer, analysis, and visualization. The trend to larger data sets is due to 
the additional information derivable from analysis of a single large set of related 
data, as compared to separate smaller sets with the same total amount of data, 
allowing correlations to be found to "spot business trends, determine quality of 
research, prevent diseases, link legal citations, combat crime, and determine real-time 
roadway traffic conditions." 
Big data has breathed new life for marketers because more data can mean more and 
better predictive models. 
The real issue I've experienced is that many businesses don't currently use, or know 
how to use, the data that they are already collecting... or able to collect. 
Sir Francis Bacon, an 18th-century founder of the modern scientific method, famously 
argued that “Knowledge is Power.” In today's world, “Knowledge is Profit”.
Google URL Shortener & Campaign Tracking 
• To assist your marketing campaign reporting 
and tracking of the efforts of links you post and 
measure the effectiveness of your activities, 
consider using a consistent URL shortener 
such as Google’s goo.gl 
• Google Analytics Campaign Link Tagging Tool 
is also very useful to create tagged URLs with 
campaign and source information that you can 
then shorten. The results are then measured 
within Google Analytics to show the 
effectiveness of different mediums.
Follow-up Questions? 
After today’s session, you are welcome to tweet questions 
to our Vorian Agency Twitter Account @vorianagency 
using the hashtag #voriantraining 
https://twitter.com/vorianagency
Keep Connected 
After today’s session, I encourage you to explore Google 
Analytics further for your business. Please feel free to 
connect with me if you have additional questions: 
LinkedIn: http://au.linkedin.com/in/mattlynchseo 
Don’t forget to follow Vorian Agency on LinkedIn: 
http://www.linkedin.com/company/vorian-agency 
All of my other Social Media links are available on About.Me: 
About.Me: http://about.me/au.mattlynch 
Email: matt.lynch@vorian.com.au
Google Analytics Training Seminar - Vorian Agency
Please… invite others 
We would like to thank you for your attendance 
to today’s seminar on Google Analytics. 
• A link to the Presentation Slide Notes and Video will be emailed to you 
• Vorian Agency info packs are provided to showcase our eight key areas 
• Vorian staff are available to arrange an appointment to assist your specific needs 
• Please provide your feedback and hand-in the supplied questionnaire 
• Please invite others you may know to register for our free seminar series and 
forward them a copy of today’s seminar email.

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Google Analytics Training Seminar - Vorian Agency

  • 1. Google Analytics Training Seminar Wednesday 3rd Sept, 2014 10:00am – 12:00pm
  • 2. Your Presenter: Vorian Agency General Manager Matt Lynch • General Manager of Vorian Agency – Delivering integrated online and offline marketing solutions to business wrestling with how to market in today’s changing environment. • With over 22 years Online Marketing & Information Technology experience, Matt’s primary speciality is Search Engine Optimisation (SEO). Matt is a highly experienced senior digital marketing specialist working both within agency and in-house roles. Matt is also a certified Google Adwords and Bing Ads Professional. • Enjoys keeping up with the 'bleeding edge' of technology advancements and social media evolvement to ensure current knowledge in an ever changing landscape, leading to early adoption and determination of opportunity for marketing enhancement. • Local, national and international project experience particularly in the field of Travel for over 10 years with companies such as Trafalgar Tours, The Travel Corporation brand and travel properties, Stella Travel and Best Flights. Matt has earned a reputation as an online marketing expert and search evangelist for thoroughness, quality, technical knowledge and success driven results. Matt's previous role was as the Global Online Marketing Manager for Trafalgar, coordinating the online marketing efforts with international teams for this global brand.
  • 3. Connect with Matt… Twitter: https://twitter.com/mattrlynch LinkedIn: http://au.linkedin.com/in/mattlynchseo Google+: https://plus.google.com/+MattLynchAU Facebook: https://www.facebook.com/mattrlynch About Me: http://about.me/au.mattlynch SlideShare: http://www.slideshare.net/mattrlynch Pinterest: http://pinterest.com/mattrlynch Instagram: http://instagram.com/#mattrlynch YouTube: https://www.youtube.com/user/aumattlynch Vimeo: https://vimeo.com/mattrlynch Vine: https://vine.co/mattlynch Yelp: http://mattlynch.yelp.com.au FourSquare: https://foursquare.com/mattrlynch Klout: http://klout.com/#/mattrlynch Email: matt.lynch@vorian.com.au
  • 4. Connect to Vorian Agency twitter.com/VorianAgency facebook.com/VorianAgency google.com/+VorianAgencyWestPerth linkedin.com/company/vorian-agency pinterest.com/vorianagency foursquare.com/v/vorian-media-group yelp.com.au/biz/vorian-agency-west-perth klout.com/vorianagency about.me/VorianAgency slideshare.net/vorianagency instagram.com/vorianagency flickr.com/photos/vorianagency youtube.com/user/VorianAgency vimeo.com/vorianagency vine.co/u/VorianAgency
  • 5. Interactive Questions? During today’s session, you are welcome to tweet questions to our Vorian Agency Twitter Account @vorianagency using the hashtag #voriantraining https://twitter.com/vorianagency
  • 6. Housekeeping Before we start, please note the following: • Exits • Toilets • Mobile Phones on Silent • Question & Answer session at end of the Presentation • A link to the Presentation Slide Notes and Video will be emailed to you • Vorian Agency info packs are provided to showcase our service offering • Vorian staff are available to arrange an appointment or answer specific questions • Please provide your feedback on today’s seminar on the supplied questionnaire • Please invite others you may know to register for our free seminar series
  • 7. In today’s session… We’re going to learn to view insights and data about your website and online marketing. • Which marketing initiatives are most effective • Accurate website traffic patterns/trends • Which customer and customer segments are most valuable • Where visitors come from and what do they do on the site • How can the website convert more visitors into customers • Which keywords resonate with prospects and lead to conversions • Which online ad or creative is the most effective • Where people leave the site • Which pages retain visitors the longest • What search terms people use to find the site • Show you how visitors find and use your site!
  • 8. Gain insights that matter Google Analytics not only lets you measure sales and conversions, but also gives you fresh insights into how visitors use your site, how they arrived on your site, and how you can keep them coming back. Google Analytics is perhaps the most commonly used, free, famous, and recognised as the standard of web statistics. Google Analytics gives very accurate statistics on not only traffic but also keeps track of almost everything a cookie can store (browsers, type of OS, plugins installed, etc.) on each unique visitors. It is also used to keep track of Google Adwords (Pay Per Click - PPC), integrates with Google Webmaster Tools (GWT), and can be used with Apps (IOS and Android Applications). Video: 1. Google Analytics In Real Life - Online Checkout
  • 9. Why do we need Analytics? The goal of analytics is to drive organisational efficiencies and overall improvement. A true data driven analytic solution will help an organisation to tackle their most complex problems and create unique, predictive capabilities, driving intelligent decisions. Video: 2. Google Analytics In Real Life - Landing Page Optimization Video: 3. Google Analytics In Real Life - Site Search
  • 10. Google Keyword ‘Not Provided’ • Google's recent changes make performance reporting less accurate. • SEO professionals and marketers no longer have the raw data that we once used to measure SEO results. • We will need to use different KPIs and trending metrics to approximate the data that is now lost. • Google isn't the only company making "secure search" a priority. Browsers such as IE10, Firefox 14+, and Mobile Safari have put measures in place to mask keyword referral data. • Yahoo has announced that it will be rolling this out shortly as well.
  • 11. Finding Keyword Opportunities • Historically, the data from Google Analytics has been an excellent source of uncovering additional keyword opportunities and long-tail permutations that would drive traffic. Now we have to consider other supporting opportunities: • Google Keyword Planner (https://adwords.google.com/ko/KeywordPlanner/Home) • PPC / Paid Search Data (http://www.bing.com/toolbox/keywords) • Google Related Searches appear at the bottom of the Google SERP as a list of similar and related common search queries • Google Predictive Search, predicting for the user in their search query terms that are most likely to relate to their keyword, and so many influence the search term selected. • Google Trends (ww.google.com/trends/) • You can still get keyword referral data in Google and Bing Webmaster Tools • Competitive Analysis • Intuitive Understanding of the Market / User Personas • Third Party Tools (SEMRush, Keyword Discovery, Wordtracker, keywordspy.com, ubersuggest.org, spyfu.com)
  • 12. There are other tools… Google Analytics is the one of the best online analytics tool and software to track your website traffic and stats. There's a myriad of hosted web analytics solutions. Some are free, most are not. A few are priced as a flat, monthly rate while others offer a tiered pricing structure based on number of page views. Many companies offer analytics software hosted as a service. Some common names in this space include: • Webtrends • Adobe (Omniture) • Mint • Clicky • Chartbeat • StatCounter • Piwik • Open Web Analytics • GoSquared • Woopra • Reinvigorate • Clearwebstats • Mouseflow • Webalizer • LeadLander • Performancing Metrics • OneStats • MyBlogLog • GoStats • Clicktale • Crazyegg • Kissmetrics • SiteMeter • AWStats
  • 13. Server Side Log File Analysers Beware of web log file analysers. While they give decent data, the collection methods are much different. Log analysers give you great information on what happens as visitors connect to your servers. However, actions they take once they receive a page from your site can’t be tracked. This includes interactive content consumption and the URL to where they exit. From the server we have access to: • Error logs • Access logs A statistical analysis of the server log may be used to examine traffic patterns by time of day, day of week, referrer, or user agent. Efficient web site administration, adequate hosting resources and the fine tuning of sales efforts can be aided by analysis of the web server logs. Marketing departments of any large organisation that owns a website should be trained to understand these powerful tools. … then there are programs such as Experian Hitwise, Alexa; that provide a look at competitors in specific verticals, based on aggregated data from ISPs.
  • 14. Getting Started… Go to: http://www.google.com.au/analytics
  • 15. How to Signup First you would need to create a Google Analytics account. To do this, visit Google Analytics Signup Page. You will see a screen like the one below. If you already have a gmail account, then use that to sign-in with.
  • 16. Creating a Google Account If you do not have a gmail account, then you would have to create an account for yourself, completing the following details:
  • 17. After signing into Google In step one; you enter your site information. The fields are pretty self explanatory. You enter your Website’s URL, Account name (it can be anything that you like), country, and the time zone.
  • 18. Implementing Google Analytics Google Analytics Requires JavaScript included into the code of your website by your website designer:
  • 19. How to install GA code When you add the Google Analytics javascript to your website, you should be aware that there are two places where you can add the tracking script and each of them has advantages and disadvantages. In the Header • Pros - The tracking code is able to track all the visits even if the visitor leaves before all the page gets loaded • Cons - The script placed before the content may increase the load time of your pages because it is loaded before the content In the Footer • Pros - The pages load faster because the content is served before the script and the visitor will not notice any possible delays • Cons - The script might not track all the visits, if for example someone lands on the website and exits immediately Google recommends placing the code as the last component in the <head> section before the start of the <body> tag.
  • 20. How to Install GA in WordPress There are several ways to install Google analytics in WordPress. 1. Direct paste it in your theme’s header.php right before the closing </head> tag. 2. Add to the functions.php 3. And by far the easiest, install a plugin. (Google Analyticator, Google Analytics for WordPress,… and more!) The Google Analytics for WordPress plugin allows you to track your websites or blog easily and with lots of metadata.
  • 21. Using Google Tag Manager Google Tag Manager lets you add or update your website tags and mobile applications, easily and for free, whenever you want, without having to ask your website developer to add code changes in on each page each time.
  • 23. Glossary of GA Terms
  • 24. Glossary of GA Terms The following is a summary of the more common reporting terminology used through Google Analytics, that we should understand: • Visits (total number of visits to your site) – This metric is a count of sessions that have been active on your site for the selected date range. – If a user is inactive on your site for 30 minutes or more, any future activity is attributed to a new session. – Users that leave your site and return within 30 minutes are counted as part of the original session. – The initial session by a user during any given date range is considered to be an additional visit and an additional visitor. • Any future sessions from the same user during the selected time period are counted as additional visits, but not as additional visitors. • Unique Visitors (total number of unique visitors to your site) – Unique visitors are those that haven’t been previously recorded coming to your site (cookies/device) – Note carefully the period being compared, daily, weekly, monthly unique’s will be different. • Pageviews (total number of pages viewed on your site) – A pageview is an instance of a page being loaded by a browser. – The Pageviews metric is the total number of pages viewed; • Repeated views of a single page are also counted. – Google Analytics logs a pageview each time the tracking code is executed on a web page.
  • 25. GA Glossary continued… • A unique pageview, as seen in the Content Overview report, aggregates pageviews that are generated by the same user during the same session. – A unique pageview represents the number of sessions during which that page was viewed one or more times. • Pages per Visit (average number of pages viewed per visit) – The Pages/Visit (Average Page Depth) metric displays the average number of pages viewed per visit to your site. – Repeated views of a single page are counted in this calculation. – This metric is useful both as an aggregate total as well as when it is viewed with other dimensions, such as country, visitor type or mobile operating system. • Average Time on Site (average time on site for each visitor) – The average duration of visits (sessions) to your site for the selected time frame. – Session time is calculated by adding up time on page for each page in the session except for the last page in the session. – The average time on site is determined by dividing the total time on site by the number of sessions for the selected time frame. – Time on site calculations do not include the amount of time that visitors spend on the last page in the session, because there is no way to determine how long the visitor spent on the last page.
  • 26. GA Glossary continued… • Bounce Rate (Percent of single-page visits) – The Bounce Rate is the percentage of bounced visits to your site. – A bounce is calculated as a single-page view or single-event trigger in a session or visit. – The following situations qualify as bounces: • A user clicks A link deep into your site sent by A friend, reads the information on the page and closes the browser. • A user comes to your homepage, looks around for A minute or two and immediately leaves. • A user comes directly to A reference page on your site from A web search, leaves the page available in the browser while completing other tasks in other browser windows and the session times out. • New Visitors (Percent of total visitors who visited your site for the first time) – New Visitors — The first time A browser accesses your site, Google Analytics records the visitor as new. – This is done by checking to see if the _utma cookie for your domain exists on the browser. If it does not, the visit is considered a first-time visit. – Returning Visitors — Google Analytics records A visitor as Returning when the _utma cookie for your domain exists on the browser accessing your site.
  • 27. GA Glossary continued… • Demographics: It’s key to understand whether the right consumers are making it to the site. If only a handful of total website visits come from local consumers, the business needs to evaluate its SEO/SEM approach. • Engagement: The length of time a visitor stays on a website is an important indication of whether the site is attracting the right type visitor and if it’s set up in an engaging way that keeps the visitor there to learn more. • Technology (Browser & OS): Comparing metrics across browsers and operating systems informs whether the website is properly optimised on all platforms. • Mobile: Evaluating performance indicators for those accessing the site through desktop, mobile or tablet is valuable in determining whether the site is properly optimised for each platform.
  • 28. The components of GA Advertising & Campaign Performance Video: 4a. Audience Reports Video: 4b. Traffic Sources Reports Video: 4c. Remarketing with Google Analytics Overview
  • 29. The components of GA Analysis & Testing
  • 30. Dashboards • Configure up to 10 ‘widgets’ to build your own Dashboard. • Create custom Dashboards for different team members in the business • Complete range of options, table and graph types, and parameters to choose from in customising.
  • 31. Real-Time Reporting • See what is happening in real-time on your website, where your active users are located, what sites have driven them to your website, what content they are looking at, and how they are engaging; events and conversions
  • 32. The components of GA Audience Characteristics & Behaviour
  • 33. Universal Analytics Cross-device & Cross-Platform Measurement • More than just measuring website stats • Join data from the website to other data, such as a CRM (consistent user ID key required) • If the user converts offline, we can join that data to online usage • Collect transactional data using measurement protocol, and integrate with POS (Point of Sales) systems. • Tie into Smart Card data, and ticket checking systems • Measure Mobile App data tied into the user profile • Import cost data associated with advertising to better calculate ROI
  • 34. The components of GA Data Collection & Management
  • 35. The components of GA Just for Mobile APPs
  • 36. The components of GA Product Integrations
  • 37. The components of GA Sales & Conversions
  • 38. Setting Goals You can easily add a goal in order to: • Measure sales • Measure lead generation from your website • Measure product or file downloads • Measure the number of signups to a newsletter • Measure visitor loyalty and recency • Measure who pauses or fast forward on a video • See who clicks your ads • How many errors a visitor encounters during the checkout • How many users visit a specific page on your website • Measure engagement such as achieving a specific Time on Site • Now, for each of the above goal types you can assign goal values and this is the most interesting part, because you are able to actually measure in $$$ how well your metrics perform.
  • 39. The components of GA Site & APP Performance
  • 42. Google Alerts • Monitor the Web for interesting new content • Google Alerts are email updates of the latest relevant Google results (web, news, etc.) based on your queries. • Enter a search query you wish to monitor. You will see a preview of the type of results you'll receive. Some handy uses of Google Alerts include: – monitoring a developing news story – keeping current on a competitor or industry – managing your own company or personal brand reputation – getting the latest on a celebrity or event – keeping tabs on your favorite sports teams http://www.google.com.au/alerts – Another free alert solution is http://www.talkwalker.com/
  • 43. Accessing Anywhere Anytime Check out the available apps (free and paid) on your favourite tablet or smartphone.
  • 44. Google Analytics Premium Google Analytics Premium offers all the power and ease you expect from the standard version of Google Analytics plus extras that make it perfect for large businesses. With more processing strength for granular insights, a dedicated services and support team, service guarantees and up to 1 billion hits per month, all for one flat USD $150,000 p/a fee. At a glance: • Increased hit limit of 1 billion per month provided, tiered pricing available for those with higher needs. • 50 Custom Variables to measure what matters to you. • Unsampled Data, analyze custom reports with pinpoint accuracy. • SLAs: rest assured all your data is being collected at least 99.9% of the time. • A team of Google experts to guide you, with 24/7 support available for critical issues.
  • 45. Big Data nothing more than a big buzzword Big data is the term for a collection of data sets so large and complex that it becomes difficult to process using on-hand database management tools or traditional data processing applications. The challenges include capture, curation, storage, search, sharing, transfer, analysis, and visualization. The trend to larger data sets is due to the additional information derivable from analysis of a single large set of related data, as compared to separate smaller sets with the same total amount of data, allowing correlations to be found to "spot business trends, determine quality of research, prevent diseases, link legal citations, combat crime, and determine real-time roadway traffic conditions." Big data has breathed new life for marketers because more data can mean more and better predictive models. The real issue I've experienced is that many businesses don't currently use, or know how to use, the data that they are already collecting... or able to collect. Sir Francis Bacon, an 18th-century founder of the modern scientific method, famously argued that “Knowledge is Power.” In today's world, “Knowledge is Profit”.
  • 46. Google URL Shortener & Campaign Tracking • To assist your marketing campaign reporting and tracking of the efforts of links you post and measure the effectiveness of your activities, consider using a consistent URL shortener such as Google’s goo.gl • Google Analytics Campaign Link Tagging Tool is also very useful to create tagged URLs with campaign and source information that you can then shorten. The results are then measured within Google Analytics to show the effectiveness of different mediums.
  • 47. Follow-up Questions? After today’s session, you are welcome to tweet questions to our Vorian Agency Twitter Account @vorianagency using the hashtag #voriantraining https://twitter.com/vorianagency
  • 48. Keep Connected After today’s session, I encourage you to explore Google Analytics further for your business. Please feel free to connect with me if you have additional questions: LinkedIn: http://au.linkedin.com/in/mattlynchseo Don’t forget to follow Vorian Agency on LinkedIn: http://www.linkedin.com/company/vorian-agency All of my other Social Media links are available on About.Me: About.Me: http://about.me/au.mattlynch Email: matt.lynch@vorian.com.au
  • 50. Please… invite others We would like to thank you for your attendance to today’s seminar on Google Analytics. • A link to the Presentation Slide Notes and Video will be emailed to you • Vorian Agency info packs are provided to showcase our eight key areas • Vorian staff are available to arrange an appointment to assist your specific needs • Please provide your feedback and hand-in the supplied questionnaire • Please invite others you may know to register for our free seminar series and forward them a copy of today’s seminar email.