Download - Intro to Google Analytics Webinar
Getting Started with Google Analytics Tools!
Caitlin Kaluza | [email protected] | @qcaitTendenci Open Source CMS | tendenci.com | @tendenci
Intro to Google Analytics
Caitlin Kaluza
SEM Team
Marketing Team
schipul.com/qcait
Caitlin Kaluza | [email protected] | @qcait
What do I do with
all this data?
@tendenci | www.tendenci.com | blog.tendenci.com
The Question
flickr.com/photos/oakleyoriginals/3526895658
@tendenci | www.tendenci.com | blog.tendenci.com
1. Getting Started
2. Reports to Focus On
3. Goal Tracking
4. Benchmarks
5. Making Decisions with this Information
6. AB Testing
What We’ll Cover
@tendenci | www.tendenci.com | blog.tendenci.com
Getting Started
Caitlin Kaluza | [email protected] | @qcaitTendenci Open Source CMS | tendenci.com | @tendenci
Getting Started
1. Why Google Analytics?
2. Embed Javascript code on each page
3. Set up Goal tracking to get the most out of Analytics
@tendenci | www.tendenci.com | blog.tendenci.com
• Tendenci Reports Data Behind the Logini.e. Invoices Reports, Membership Reports, Top Spenders
• Tendenci Reports Data from the Databasei.e. 404 Reports, Event Logs
Tendenci Reporting vs. Analytics
@tendenci | www.tendenci.com | blog.tendenci.com
Click “Add to Dashboard” to add any report to your dashboard
Dashboard Set Up
@tendenci | www.tendenci.com | blog.tendenci.com
Click “Email” to have any report or dashboard automatically emailed to you periodically
Automatic Email Reports
@tendenci | www.tendenci.com | blog.tendenci.com
Google Analytics Definitions
1. Visits # of instances of a visit
2. Pageviews Total views of all pages
3. Pages/Visit # of Pages viewed in the avg. visit
4. Bounce Rate People who landed on one page & left without clicking anywhere
5. New Visits Based on a cookie in your browser
@tendenci | www.tendenci.com | blog.tendenci.com
•Bounce Rate recommendation: < 50%
•Pages per visit recommendation: > 2
Engagement Benchmarks
@tendenci | www.tendenci.com | blog.tendenci.com
Top Google Analytics Reports
Caitlin Kaluza | [email protected] | @qcaitTendenci Open Source CMS | tendenci.com | @tendenci
Top Reports to Focus On
1. Traffic Trends• Traffic Patterns• Traffic Sources
2. Audience Demographics• Mobile• Geography
3. Keywords & Content• Top Keywords• Content/Navigation Paths
@tendenci | www.tendenci.com | blog.tendenci.com
Part 1: Traffic Trends
Caitlin Kaluza | [email protected] | @qcaitTendenci Open Source CMS | tendenci.com | @tendenci
Traffic Patterns
@tendenci | www.tendenci.com | blog.tendenci.com
• Look at Month/Month and Year/Year
• Online should mirror what happens Offline
Tip: Add Notes
@tendenci | www.tendenci.com | blog.tendenci.com
Get in the habit of adding them!
Traffic Sources
@tendenci | www.tendenci.com | blog.tendenci.com
Benchmark: 60-75% Search Engine Traffic
Who Links to You
Social Sources
@tendenci | www.tendenci.com | blog.tendenci.com
Part 2: Audience Demographics
Caitlin Kaluza | [email protected] | @qcaitTendenci Open Source CMS | tendenci.com | @tendenci
Geography
@tendenci | www.tendenci.com | blog.tendenci.com
• Is it what you expected?• Where is there opportunity?
Mobile
@tendenci | www.tendenci.com | blog.tendenci.com
• Our Nonprofit clients have seen a 30% increase in mobile traffic 2013 vs 2012
• 13% of all web traffic is now mobile (Forbes)
• Our Nonprofit clients average 27% mobile traffic in Q1 of 2013
Mobile Benchmarks
@tendenci | www.tendenci.com | blog.tendenci.com
• Mobile Users want the same experience
• 85% of mobile users say they watch TV with their devices
• Google Rewards Mobile Content in Mobile Search Results
Everything is Mobile
@tendenci | www.tendenci.com | blog.tendenci.com
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Part 3: Keywords and Content
Caitlin Kaluza | [email protected] | @qcaitTendenci Open Source CMS | tendenci.com | @tendenci
• Top Content Report
• Page Path Level Report - Shows Data Aggregated by Module
• Tendenci Event Logs
Content Reports
@tendenci | www.tendenci.com | blog.tendenci.com
Navigation Paths
@tendenci | www.tendenci.com | blog.tendenci.com
• Top Content tends to not change much
• Look at Navigation Paths from your homepage particularly
• Is it what you expected?
• Can you add more content around popular topics?
• Can you make other content more findable/interesting?
What Do I Do With this Data?
@tendenci | www.tendenci.com | blog.tendenci.com
•Non-branded Terms
•By Traffic and Conversions
•Look for Surprises
Google Analytics Keyword Report
@tendenci | www.tendenci.com | blog.tendenci.com
• What keywords are missing? Can you add content around those topics?
• What keywords are sticking?
• What new keywords are emerging?
What Do I Do With this Data?
@tendenci | www.tendenci.com | blog.tendenci.com
• Top 10 Ways to...
• Hot Topics/In the News
• Infographics
• How to/FAQs
• Tag People
• Local Content
• Revisit/Update Popular Content
Content Brainstorming
@tendenci | www.tendenci.com | blog.tendenci.com
•Title Tag/Meta
•Content Text
•Alt Tags on Images
•Cross Links
•Photo/Video Tags & Descriptions
Incorporate Keywords Into Your Content
slideshare.net/Tendenci/optimizing-your-tendenci-site-for-seo-seo-for-cms
@tendenci | www.tendenci.com | blog.tendenci.com
Conversion Tracking
Caitlin Kaluza | [email protected] | @qcaitTendenci Open Source CMS | tendenci.com | @tendenci
What is a Goal?
@tendenci | www.tendenci.com | blog.tendenci.com
• Three Types:
• URL Destination (Confirmation page of Contact form, Donation form, etc.)
• Time on Site• Pages/visit
• Adds a tab to all reports
Set Up Goals
@tendenci | www.tendenci.com | blog.tendenci.com
• Admin > Goals > Add confirmation page URL
• Allowed 4 sets of 5
A/B Testing
Caitlin Kaluza | [email protected] | @qcaitTendenci Open Source CMS | tendenci.com | @tendenci
There is no such thing as a marketing argument, only
a marketing TEST.
@tendenci | www.tendenci.com | blog.tendenci.com
Set up a unique tracking URL for different versions of the same URL
Google URL Builder
@tendenci | www.tendenci.com | blog.tendenci.com
URL looks like:http://houstonzoo.org/support/?utm_source=houstonzoo&utm_medium=template_top_banner&utm_campaign=Tiger_Donate_Link
Google URL Builder
@tendenci | www.tendenci.com | blog.tendenci.com
Click Sources > Campaigns to view results
Google URL Builder
@tendenci | www.tendenci.com | blog.tendenci.com
Content Experiments
@tendenci | www.tendenci.com | blog.tendenci.com
A Bvs.
More Resources
Caitlin Kaluza | [email protected] | @qcaitTendenci Open Source CMS | tendenci.com | @tendenci
Resources
@tendenci | www.tendenci.com | blog.tendenci.com
1. Google Support - support.google.com/analytics
2. Google Analytics Blog - analytics.blogspot.com
3. Lynda.com - Google Analytics Essential Training
More Tracking Tools
@tendenci | www.tendenci.com | blog.tendenci.com
Tip: Add + on the end of any bit.ly URL to see stats
Heat Map Tools
@tendenci | www.tendenci.com | blog.tendenci.com
CrazyEgg.com
Questions?
Caitlin [email protected]@qcait
Tendenci Open Source CMStendenci.com@tendenci
blog.tendenci.com
tendenci.com/events
@tendenci | www.tendenci.com | blog.tendenci.com
• Follow the Tendenci Blogblog.tendenci.com
• Sign up for the Tendenci Newsletter Listtendenci.com/newsletter
Keep Up to Date With Tendenci
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