An introduction to Google Analytics

You can’t manage what you don’t measure.

Insanity: doing the same thing over and over again and expecting different results

•Average 12 hours per month managing a web presence

•Roughly 32 hours per month on average managing social media (to push it to its maximum potential)

Make certain those hours are well spent by measuring the impact

What does it tell you?

•Which Marketing initiatives are most effective?

•What are accurate traffic patterns / trends on my website(s)

•Where are visitors coming from and what do they do on my site?

•Which keywords resonate with prospects and lead to conversions?

•Which online ad or creative is the most effective?

•What site content are people most interested in?

First Things First: Make Sure You Can Edit Your Website

Before you start, please do yourself a favor and make sure you have access to make edits to your website through a content management system (CMS).

If not, you’ll need to work with someone else, probably a web developer or someone in IT, who can install the tracking code for you.

More on this in a few slides...

Set up an account

You Don’t Need a Gmail Account to Use Google AnalyticsTo take advantage of Google Analytics, with either administrator or read-only rights, all you need is a Google account.

If you already have Gmail, you’re all set: when you created your Gmail account, you also created a general Google account that you can use for Google Analytics.

If you don’t use Gmail, however, you can still create a Google Account by selecting “I prefer to use my current email address” on the Google account signup screen.

So if you want to use Google Analytics but don’t want another email account to keep track of, there is no problem with using your existing email address when creating your Google account.

Create an account

Create an account

Create an account

Your Tracking ID

Add tracking code to your site - Wix

Add tracking code to your site - Wordpress

Add tracking code to your site - HTML

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Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNod e.insertBefore(a,m) })(window,document,'script','//www.google- analytics.com/analytics.js','ga'); ga('create', 'UA-45852840-1', 'boumstrategies.com'); ga('send', 'pageview');

</script>

...</body>

Define Your Objectives

What do you want this site to accomplish? (For you and your visitors)

It might be one of the following:

•Showcase and sell your product and service offerings •Raise awareness of brand or particular issue •Provide the latest product or service information to customers •Provide more in-depth information on your business •Share information to the public

After you have a clearer idea of what you want your website to accomplish then you’ll be ready to set up measurement metrics and measure your blog’s success accordingly.

Engagement MetricsOnce visitors come to your site, there are only three things they will do: read the page they came to, click to more pages, or leave. Engagement metrics help quantify engagement and user experience quality of your site’s traffic based on these three actions.

Three key metrics in Google Analytics are:

•Number of pages per visit •Amount of time spent on the website •Bounce Rate

These metrics give you a clue as to how good a website is in keeping visitors engaged. For example, a website with a high number of time spent on it could mean that the visitor finds the website’s content is interesting and engaging.

bernard@boumstrategies.com