google analytics 101 for business - how to get started with google analytics

How to Measure Success with Google

Analytics: Getting Started off on the Right Foot

By Jeff Sauer (@jeffalytics)

Three Deep Marketing

Your Google Analytics Guide

Jeff Sauer Digital Marketer Vice President Three Deep Marke9ng St. Paul, MN, USA

Download These Slides Here: bit.ly/ga101

Interested in Google Analy9cs Training?

Learn More: bit.ly/request-‐ga-‐training

Jeff Sauer | @jeffaly9cs | Google Analy9cs 101

About Jeff Sauer

•  Vice President at Three Deep Marke9ng in St. Paul, MN

•  Google Analy9cs Cer9fied Partner since 2009 •  Working in the Web Industry since 1999

•  Named 2012 CIO of the Year by the Minneapolis/St. Paul Business Journal

•  Three Deep was an Inc. 5000 Fast Growing Company Award in 2010, 2011, 2012 & 2013

•  Board Member for MIMA and MnSearch


Remember the Scienti"c Method?

Report Your Results (Was Your Hypothesis

Correct?)

Ask a Ques9on

Do Background Research

Construct a Hypothesis

Test Your Hypothesis By Doing an Experiment

Analyze Your Data and Draw a Conclusion


What Web Marketers Do Poorly?

Analyze Your Data and Draw a Conclusion

Report Your Results (Was Your Hypothesis Correct?)

We Fail to Measure and Reflect!


Why Measure the Web?

To Understand What is Working To Fix Things that Are not Working

To Improve our Results To Calculate our Value

To Jus9fy and Encourage Investment To Dominate our Niche


How We Used to Measure the Web


So Many Vendors to Choose From!


Then Google Analytics Came Along


And Put Many of them Out of Business

Because…

It’s FREE

It’s EASY

It’s POWERFUL

It’s AWESOME

Over 75% Market Share Worldwide

Ge>ng Started with Google Analy@cs


Google Analytics is Like Othello


Google Analytics is Like Othello

A Second to Learn Years to Master


A Mile Wide and a Mile Deep

Download: hBp://[email protected]/google-‐analy@cs-‐guide/


What You Will Experience Today


Don’t Worry


60 Minutes to Learn…

How to Create a Google Analy9cs

Account

Gekng Clean Data for Your

Website

Gekng Google Analy9cs Code On Your Site

Sekng Goals to Measure Website

Success


60 Minutes to Learn…

Tracking Social Media Ac9vity on

Your Site

Installing Custom Dashboards for Stakeholders

Tracking Search Results and SEO

Efforts

Learning What Content is

Performing Best

CREATING A GOOGLE ANALYTICS ACCOUNT


Creating a Google Analytics Account

Sign up at hBp://www.google.com/analy@cs


Get the Code For Your Site


Getting the Right Code

Choose Web Site


Universal Analytics

Choose Universal Analy9cs for New

Websites


Classic Analytics

Choose Classic Analy9cs for Exis9ng Websites


Choose Data Sharing Settings


Recommended Settings

Recommended


Optional Setting for Benchmarking

Recommended Benchmark Other Sites


Get the Code

Copy This Sec9on and Paste into a

TXT File

PLACING GOOGLE ANALYTICS ON YOUR SITE


Two Methods for Adding GA

You Can Put the Code In Your Site

Template

Use Google Tag Manager to Add Code to Site


Add Code to Your Template File

Add to Header File For Each Page


Use Google Tag Manager

Sign Up: hBp://www.google.com/tagmanager

GETTING CLEAN DATA ON YOUR WEBSITE


Don’t be Fooled By Your Traffic

Your Actual Traffic

How You Think About Your Traffic


Stop Tracking Yourself


Discover Your IP

Go To hBp://[email protected] to learn Your IP Address


Filter Your IP in Google Analytics


Create a New Filter


Enter Your IP Address

SETTING GOALS FOR YOUR WEBSITE


Set Strategic Goals

Macro Goals (New leads, Product Sales, Phone Calls) Macro Goals = Top Line Revenue

Micro Goals (Brochure Downloads, Live Chats, Video Views, etc.)

Micro Goals = Engaged Visitors

Configure your goals in Google Analy9cs sekngs

You can set up to 20 goals!


Goals in Google Analytics


Choose How to Track Goal


Enter Goal Details


Caution with Goals

Assigning a Goal Value to Revenue Related Goals is

Highly Recommended

Mul9ple Goals May Create Unrealis9c Revenue $ in

Reports

ANALYZE CONTENT PERFORMANCE


What Content is Performing Best?


Average Time on Page

Average Time on Page Indicates How Long Visitors are Engaging with Content

Generally, more 9me is beper


Average Time on Page Bounce Rate Shows the Percentage of Visitors That Leave Your Site Having

Only Viewed This One Page

Lower is beper (but can be misleading)


Average Time on Page

Page Value Indicates the Rela9ve Value This Page Contributed to Your Goals

Goals Must be Configured to Work

TRACKING SEO RESULTS IN GOOGLE ANALYTICS


Organic Search Report


Organic Search Report

What? 88% of My Search Keywords Are

Invisible


Not Provided is a Real Nuisance

Learn about Not Provided Here: hBp://www.notprovidedcount.com/


Google Webmaster Tools

Fortunately, Google Webmaster Tools

Gives You Some Data Back


Google Webmaster Tools Reports


Google Webmaster Tools Reports Beau@ful (and Increasingly More Accurate) Search Data!


Setting Up Google Webmaster Tools

Set Up Webmaster Tools Data Sharing


Edit Webmaster Tools Settings


Select Webmaster Tools Property

Select Your Site

Save Progress

TRACK SOCIAL MEDIA ACTIVITY ON YOUR SITE


Social Media is All Around Us

Traffic is Driven to Our Sites Via Social Media

Google Harvests Ac9vity from

Social Data Hub

Visitors Interact With Social

Sharing Bupons


Measure Value of Social Traffic


Track Interaction With Social Buttons

Select Plugins Under Social

Then Select Social Source and Ac9on


Information from Data Hub Partners

Gain Access to a Wealth of Informa9on from Several Social

Networks

CUSTOM DASHBOARDS FOR BUSINESSES


Dashboards Pull it All Together

Social Media Dashboard: hBp://cutroni.com/blog/2012/04/24/a-‐social-‐media-‐dashboard-‐for-‐google-‐analy@cs/


Do It Yourself Dashboards

Select New Dashboard



Blank or Pre-‐Made Op9ons



View Your Dashboard


Even Better: Trust the Experts

Google Analy@cs Solu@ons Gallery: hBps://www.google.com/analy@cs/gallery/

But Don’t Stop There!

What Else Can You Do with Google Analy@cs?

Track Mobile Websites & Apps

Track Offline Marke9ng

Track Video Interac9ons

Segment Your Traffic

Track Phone Calls

Custom Reports and API Exports

Link to other Google Products

CRM Integra9on

Universal Analy9cs

The World is Yours!

Thank You! Jeff Sauer Digital Marketer Vice President Three Deep Marke9ng St. Paul, MN, USA

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Download These Slides Here: bit.ly/ga101

Interested in Google Analy9cs Training?

Learn More: bit.ly/request-‐ga-‐training

google analytics 101 for business - how to get started with google analytics

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