Google Analytics
Embracing your inner data-geek to drive your business forward.
WestchesterMarketingCafe.com
Finding Actionable Data
Google Analytics provides TONS of great data– What insight does it provide?– What is actionable?
"Half the money I spend on advertising is wasted; the trouble is I don't know which half."
John Wannamaker
WestchesterMarketingCafe.com
Your Foder’s Guide
Bounce– Visitors enters/leaves from same
page
Exit page– Page from which a visitor leaves
New visitor– No cookies have been set for
that visitor
New visit– A cookie has been set previously
AND 30 minutes+ have passed or a new window has been opened
Direct traffic– Visitor typed in address,
followed a javascript link or redirect, etc.
WestchesterMarketingCafe.com
View From 30,000 feet
Key metrics to watch– Visitors– Traffic sources– Keywords– Content
WestchesterMarketingCafe.com
Visitors
WestchesterMarketingCafe.com
Traffic Sources
WestchesterMarketingCafe.com
Keyword Searches
WestchesterMarketingCafe.com
Content
WestchesterMarketingCafe.com
Advanced Filters
I only want to look at visits from English-speaking visitors
WestchesterMarketingCafe.com
Content
WestchesterMarketingCafe.com
What is the goal of your site?
What do you want your site to do for your business?- Increase sales- Increase brand awareness- Establish credibility
Define a “conversion”- Make a purchase- Download a whitepaper- Visit a specific page
WestchesterMarketingCafe.com
Set Up Some Goals
WestchesterMarketingCafe.com
Is It Working?
WestchesterMarketingCafe.com
Relative Performance
WestchesterMarketingCafe.com
No School Like The Old School
Use vanity URLs to track offline campaigns– 1 URL per target demo– Redirect using query string
• Google URL builder
http://westchestermarketingcafe.com/?utm_source=BCW&utm_medium=postcard&utm_campaign=GetOffTheBlocks
Thank You
914-806-7720 | WestchesterMarketingCafe.com
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