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

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Traffic Sources

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Keyword Searches

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Content

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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

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Is It Working?

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Relative Performance

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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