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Who I am
• Adam Henige
– Grand Valley graduate
– Graduate school at Michigan State
– Founded Netvantage Marketing with business
partner Joe Ford in 2008
– Headquartered in East Lansing, opened
Grand Rapids office in 2012, Chicago office in
2014
– Our focus is search engine marketing – which
forces us to use Google Analytics daily
What we’re covering
• Establishing and measuring goals
– What is the purpose of your website?
• Using segmentation to better understand
users
– Not all users are alike, find out how they differ
• Identifying your most valuable traffic
– Sharpen your focus or better serve
underperforming segments
• Underperforming pages or categories
– Are parts of your website not pulling their
weight?
Before we start
• You may have spilled blood sweat and
tears over the website
• In many ways, the website and the
marketing for it may be your baby
But please know
• Your baby might be ugly…and that’s okay
Image credit
“I found that if you have a goal, that you might not reach it. But if you don't have one, then you are never disappointed. And I gotta tell ya, it feels phenomenal.”-Vince Vaughn as Peter La Fleur in
Dodgeball
Goals
Image credit
What are your goals?
• Sales?
• Signing up for your mailing list?
• Filling out a contact form?
• Sending visitors to an affiliate site?
• Sending an email?
• Downloading a document?
• Dwelling?
Get set up to measure
• Putting Google Analytics to work
• A few methods for setting goals
– Purchase
– Destination page
– Trigger an event
– Surpass a metric
• Data found under Reporting >
Conversions
Purchase
• Turn on Ecommerce in GA at Admin > View > Ecommerce Settings
• The documentation on your shopping cart software will provide you simple instructions with how to add your code.– Your code is available under Admin > Property >
Tracking info
Destination page
• Completion page– Example: Completed contact form takes you
to yoursite.com/thank-you.html
– Admin > View > Goals
Trigger an event
• Requires some technical skill– Insert html code around download links, videos, etc. so
GA tracks them as events
– Ex. Standard link in html:
<a href=“mailto:[email protected]”>email
us</a>
– Example of inserted code for event tracking: <a href="
mailto:[email protected]"
onClick="_gaq.push(['_trackEvent', 'Email',
‘Sales']);">email us</a>
Trigger an event
• Select event and the
category/action/label/value
– Results found under Behavior > Events in
standard reporting
Surpass a metric
• If you’re interested in having engaged
visits of a certain number of pages or
visits of a certain duration, you can set
that as a goal as well
Other vital tracking items
• Connect your AdWords account– For details and ecommerce/goals data from your
AdWords campaigns
– Admin > Property
> AdWords Linking
– Easiest if AdWords &
Analytics are under
the same Google
account
– See reports under
Acquisition > AdWords
URL builder
• https://support.google.com/analytics/answ
er/1033867?hl=en
URL builder
• Builds campaign URLs you can see in Acquisition > Campaigns section of reports
• Vanity URLs that redirect:• netvantagemarketing.com/ama set a 301 redirect to
a URL builder link such as:– http://netvantagemarketing.com/blog/google-analytics-
presentation-from-ama-west-michigan-lunch-414?utm_source=AMA&utm_medium=WoM&utm_campaign=AMAWM
• This will show up in Google Analytics as a campaign
– Most email programs like Mailchimp or Constant Contact allow you to toggle on this option automatically
– For other ad networks like Bing you should construct your destination URLs with URL builder as well
You have goals. Now what?
• With goals in place you can do some
really powerful things, like segmentation
Segmentation
• System segments are predefined, but can
get you started – Create segments for converters or
visitors who made a purchase
– Compare new users vs. returning visitors
– Compare direct traffic vs. organic search
traffic vs. paid search traffic vs. referral
traffic
• Looking at traffic in segments can
help you understand how your site can serve
visitors better
Segmentation
• With a segment in place you can compare
time frames and see what may be causing
change
Segmentation
• Example
– Leads are up through the website, but we
have no idea why
– Make a segment for
converters and
see what has
changed about this
group
Segmentation
• Checking Acquisition > All Traffic >
Channels
• Organic search
and Social
traffic have
driven more
leads, but why?
Segmentation
• With this segment, you can look at:
– Behavior > Site Content > All Pages (is a new
page or a change making the difference?)
– Audience > Geo > Location (more local search
activity?)
– Behavior > Site Content > Landing pages
(more search action?)
– If more activity is coming from a new landing
page, what keywords are causing it?
Segmentation
• GA doesn’t give you keyword information
anymore (notprovidedcount.com)
• Fortunately, there’s still Google
Webmaster Tools
Segmentation
• Google.com/webmasters (verify with your
Google Analytics account or a strip of
code placed in your home page)
• Search Traffic > Search Queries > Top
Pages
Keep chasing the data
• Segmentation allows you to keep asking questions and finding answers until you find something actionable
• New keyword driving traffic? Try to further increase your rankings, make more content related to that keyword or even start a paid search campaign around that keyword
• If a certain page is influential, try to take elements of that page and use them elsewhere
Identify your best traffic
• Client asks me, “Where should we be
spending our money marketing our
website?”
Identify your best traffic
• Acquisition > All Traffic > Channels
– Select “Goal Set 1” above the graph and get
Pages that don’t cut it
• Simple things to look for
– High bounce rate (one and done)
– High entries, low conversions/revenue
– High page views, low conversions/revenue
– High exit rate
Pages that don’t cut it
• Behavior > Site Content > All Pages
• Behavior > Site Content > Landing Pages– Sort by bounce rate and % exit and look for
pages with high page views
– Search function can help you look at categories quickly and easily
• Diagnose and fix the worst performers
Additional tips
• Excel is your friend, particularly if you’re
familiar with it – export, manipulate, and
save reports for later
• Email can regularly send you reports and
shortcuts can be added for easy viewing
of segmented reports or other regularly
used reports
Thank you
• For a copy of this presentation, visit
http://netvantagemarketing.com/ama
• Netvantage on Twitter: @netvantage
Resource Links
• Google URL builder
• Event tracking Google developer guide
• Google Webmaster Tools
Google Analytics blogs to follow
• Occam’s Razor
• KISSmetrics
• LunaMetrics