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A walkthrough of the reports that are useful to publishers.
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Google Analytics for Publishers
Monique [email protected]
What Is Google Analytics?
A free tool that lets you measure sales and conversions on your website, as well as provides insights into how visitors arrived on your site and what they do on the site.
Think about data tracking in terms of ABCs
• Acquistion: How do people find our site? Where do they come from? Who are our best supporters?
• Behaviour
• Content: What parts of the site is performing well, which page are most popular?
• Social: How visitors interact with sharing features on your site or engage with your content across social networks like Twitter and Facebook
• Mobile: How do mobile visitors to the site perform in comparison to desktop visitors
• Conversions: How many visitors complete a desired goal like download a brochure, sign up for a newsletter, register for an appointment, or take some revenue-generating action like make a purchase.
Google Analytics Is …
<script type="text/javascript">
var _gaq = _gaq || [];_gaq.push(['_setAccount', 'UA-11907108-5']);_gaq.push(['_trackPageview']);(function() {
var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;ga.src = ('https:' == document.location.protocol ? 'https://ssl' :'http://www') + '.google-analytics.com/ga.js';var s = document.getElementsByTagName('script')[0];s.parentNode.insertBefore(ga, s);})();
</script>
Why Is Google Analytics So Complicated?
Monique SherrettOnline Marketing Consultant
1995: Graphics Editor, Treeline1996: Built 1st Publisher Website1999: Raincoast Books2007: Raincoast Online Marketing Manager2008: Founded Boxcar Marketing2010: SFU Adjunct Professor
ABC Metrics Are Actionable
Revenue
Acquisition Acquisition: Where do Visitors come from?
Activation
Behaviour: What do they do on the siteRetention
Referral
Conversion: What actions lead to or influence revenue?
Let’s Look at Google Analytics
Default Timeframe Is 1 Month
Annotations
Expand
Audience > Demographics > Location
Each Report Has a Drilldown
Each Report Has a Drilldown
All Traffic Sources
Referral Sources: Sites That Link to Your Site
Social Engagement
Content > Overview
/news/blog/programs/contact
Content Drilldown > Page Navigation Summary
/about/brochure/tuition/schools/contact
/how-to-register/about-bc/tuition/student-stories/contact
Goals
How to Set Up Goals: Step 1
www.domain.com
How to Set Up Goals: Step 2
Goals vs. Events
Goals
There is a distinct path or visitor flow through a series of tasks. For example:
1. Visit the Webinar page2. Click on Register for the Event3. On the Register page, complete
the form.4. Go to the Thank You page.
Events
There is NO distinct path, no change of URLs, but there is a task or action taken.
Click on a Submit button and a pop-up “Thank You” message appears.
< OR >
Click on link or button that takes the visitor to another website.
Ask your programmer or IT person to implement the Event Tracking Code.
This post explains how: http://www.boxcarmarketing.com/blog/item/how-to-set-up-event-tracking-in-google-analytics/
<a href=“http://www.twitter.com”>
< BECOMES >
<a href=“http://www.twitter.com” onClick=“_gaq.push([‘_trackEvent’, ‘Follow’, ‘Twitter’])”>
How to Set Up Events: Step 1
Events
Events
Ecommerce
General Metrics
Website traffic (traffic coming to the site)
Number of incoming links (sites sending traffic, referral traffic)
Social media engagement: Twitter, Video, Facebook, Blog
Actionable Metrics
Are they aware of us? (Traffic Sources > Referral, Search, Ads, Social)
If they are researching, how do they become familiar with us? (Content Paths)
As they form an opinion, how can we know if we’re under consideration? (Non-revenue Goals and Events > Product Page to Download Excerpt, Enter Contest, Exit via Social Media Follow Us link )
Once intent is formed, what action do they take? (Bounce, Events, Ecommerce, other Conversions, Number of Purchases, Bundles, Upselling)
Do your analytics reports drive action?
Month over Month: Top Reporting Metrics
Revenue
Acquisition
ActivationRetentionReferralWhat behaviour do they engage in? If outreach, what sites are most valuable?
How many conversions?If time on marketing activities, which perform best?
How do we acquire visitors?If paid traffic, is it working?
Total Visits, month over month, %Visit Sources, locationVisits by Social Media Channel
Pages/VisitBounce rateAverage time on site% repeat visitsNon-revenue activities:i.e., Visit product pagesSign up for newsletterEnter a contestExit via social media links
Goal Funnel > Visits with conversionLead Generation Conversion RateNumber of purchasesConversions by Channel
Tracking Dashboard
Create a Google Analytics Dashboard
Things Are Changing
Google’s Universal Analytics is a new code snippet that provides access in Analytics to a new set of features that was previously only available in the development environment, in particular the ability to set custom dimensions and metrics and multi-platform tracking (track more than just websites).
New Code• Implement it on all pages concurrently with your existing GA but
use a new account (new UA-number)
New Features• Customize organic search sources• Session and campaign timeout• Referral exclusions• Search term exclusions• Mobile App Analytics• Custom dimensions & metrics
Multi-Platform Tracking• Currently in Public Beta (online/offline tracking)
Universal Analytics
Analyze your data on a quarterly basis• Set Goals, Events and Ecommerce• Know Your ABCs• Check reports daily or weekly. Actually take time to analyze each
quarter
Pay attention to the right data
Traffic Sources + Conversions: Custom report to see volume of referral traffic by source but also conversions. Focus more effort in the right places.
Segment Audience: Conversion vs. Non. Organic vs. paid. Member vs. Non. Know how different groups perform and what leads to a conversion.
Top Content: Pages? Themes? Custom alerts when traffic to key pages drops or spikes
Visits: Publish content or launch promotions on high traffic days to capture the most attention.
Next Steps
See Resources for Publishershttp://www.boxcarmarketing.com/google-analytics-resources-for-publishers
Monique [email protected]