google analytics - know your numbers

Download Google Analytics - Know Your Numbers

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  • 1. www.ArrowInternetMarketing.com.au Know your numbers Google Analytics for Business Owners

2. www.ArrowInternetMarketing.com.au 2 3. www.ArrowInternetMarketing.com.au What is Analytics? It is the process of tracking and measuring website data to maximize your marketing return on investment (ROI). It helps to understand visitor behaviour and use the information to make decisions that help in achieving business goals. 3 4. www.ArrowInternetMarketing.com.au Providing Answers to Difficult Questions How are visitors using my site? Am I creating effective content? Where and when are visitors abandoning my shopping cart? How do I improve site interaction? How can I make my marketing campaigns more effective and accountable? 4 5. www.ArrowInternetMarketing.com.au Using Analytics Types of commercial websites What do I want my website to do? Site Objectives 5 6. Why Measure the Web? To Understand What is Working 7. Why Measure the Web? To Understand What is Working To Fix Things that Are not Working 8. To Understand What is Working To Fix Things that Are not Working To Improve our Results Why Measure the Web? 9. To Understand What is Working To Fix Things that Are not Working To Improve our Results To Calculate our Value Why Measure the Web? 10. To Understand What is Working To Fix Things that Are not Working To Improve our Results To Calculate our Value To Justify and Encourage Investment Why Measure the Web? 11. To Dominate our Niche 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 Justify and Encourage Investment 12. Sign Up at: google.com/analytics Create an Account 13. Place this code on your site in the section Get the Code 14. Put the Code on Your Site 15. Collect Data 16. But Dont Stop There! 17. Macro Goals (Sales, Lead Forms, Store Locator) Macro Goals = Top Line Revenue Establish Your Goals 18. Micro Goals (White Paper Download, Time on Site, Video Views, etc.) Micro Goals = Buyer Influence Macro Goals (Sales, Lead Forms, Store Locator) Macro Goals = Top Line Revenue Establish Your Goals 19. Configure your goals in Google Analytics settings You can set up to 20 goals! Micro Goals (White Paper Download, Time on Site, Video Views, etc.) Micro Goals = Buyer Influence Macro Goals (Sales, Lead Forms, Store Locator) Macro Goals = Top Line Revenue Establish Your Goals 20. www.ArrowInternetMarketing.com.au Defining Goals/ Conversions Form fills White paper downloads Request for quote Newsletter subscriptions Event registration Engagement with social media 20 21. Analyze Traffic Sources 22. Pay attention to your traffic balance Analyze Traffic Sources 23. Set up segments to understand how your traffic sources perform Analyze Traffic Sources Pay attention to your traffic balance 24. www.ArrowInternetMarketing.com.au Defining Key Metrics New / repeat visitors Are they spending enough time Where are they spending most of their time What is the path they follow Using conversion funnel Measuring visitor drop-off at every step of the funnel 24 25. www.ArrowInternetMarketing.com.au New / Returning 25 26. www.ArrowInternetMarketing.com.au Conversion by Device 26 27. www.ArrowInternetMarketing.com.au Who gets credit 27 28. www.ArrowInternetMarketing.com.au Assisted Conversions 28 29. www.ArrowInternetMarketing.com.au Time lag 29 30. www.ArrowInternetMarketing.com.au Path to conversion 30 31. www.ArrowInternetMarketing.com.au Create Context for your Data Dont focus on a single metric How does the performance of each metric compare to the site average? How does the performance compare to last week, or last month? 31 32. www.ArrowInternetMarketing.com.au Creating Context with Visualisations 32 33. www.ArrowInternetMarketing.com.au Data Driven Decision Making 33 34. Funnel Visualisation 35. www.ArrowInternetMarketing.com.au Assisted Conversions 35 36. Make Reports Easy to Read 37. Stay Connected