Google Analytics by Buckeye Interactive

Sarah DavisDigital Strategist@SDavis_

1 . . . . . . . . . . . Your Google Analytics2 . . . . . . . . . . . Defining your business objectives3 . . . . . . . . . . . Measure your success with goals4 . . . . . . . . . . . Measure your marketing campaigns5 . . . . . . . . . . . Improve your results by analyzing traffic sources

Agenda


What is Google Analytics?A service offered by Google that generates detailed statistics about the visits to a website. The product is aimed at marketers, as opposed to webmasters from which the industry of web analytics originally grew. It is the most widely used website statistics service.

Tracks visitors from all referrers, including organic search engines, display advertising, pay-per-click networks, e-mail marketing, and digital collateral (such as links within PDF documents).


Provides Answers to Difficult ?’s


Tracking Code<script type="text/javascript">

var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-XXXXX-Y']); _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>


Ecommerce Sell Products

Lead Generation Contact info for sales prospects

Content Publisher Show advertising to visitors

Support Help customers solve problems

Branding Drive awareness & engagement

Business Objective Goal (Outcomes)

Defining Your Business Objectives


Common Micro Conversions

Share content via social media

Subscribe to newsletter

Watch Video

Play games Use calculator/payment estimator

LiveChat

Add product to cart View special content

Customize Product

Only 3% of your traffic will convert at your top goal.

Sarah DavisDigital Strategist@SDavis_ New Visitors

Conversion Process

Micro Conversions

Goal achieved

Returning Customers


Step 1:Define macro/micro conversions on your site

- View a “Thank You” page- Sign up for your email list- Download a whitepaer- Make a purchase- View a video

........ all of which are conversions

Measure Your Success with Goals


Step 2:Create a Conversion Goal in Analytics


Step 2:Create a Conversion Goal in Analytics


Step 3:Select the Goal Type


Measuring Your Marketing Campaigns

Link tagging is the process of adding marketing informations to the URLs in your online marketing materials.


Definitions for Campaign Tags

* Campaign . . . . . . . . . . . Name of your campaign* Medium . . . . . . . . . . . Channel (email, social, etc)* Source . . . . . . . . . . . Details about channel Keyword . . . . . . . . . . . Keyword from search Content . . . . . . . . . . . Ad variation

*Required fields

Tags Meaning


Measuring Your Marketing Campaigns

Example:

http://buckeyeinteractive.com/?utm_source=monthly%2Bnewsletter&utm_medium=email&utm_content=january&utm_campaign=clients%2Bonly








Google URL Builder


How It’s Displayed In Your Analytics


Google Analytics Automatically Tags

Direct Traffic: User typed in your URLReferral: Url in which User found your URL and then came to your siteOrganic: Found your site in search results (also identifies keywords) Adwords: Pay-per-click Advertising


Improve Your Results By Analyzing Your Traffic: Measure KPI’s PageviewsVisitsVisitors (All or Unique)Bounce Rate (%)Avg. Time on SiteNew vs. ReturningTraffic SourceKeywords


Traffic Sources > Sources > Campaigns


Traffic Sources > Sources > Campaigns


Drill Into Campaigns : Segment!


Real-Time Data


Other Worthwhile Data...


Key Takeaways

1 Get Google Analytics tracking code installed on your website

2 Make sure you are tracking micro/macro conversions with goals

3 Track ALL your marketing activities

4 Analyze traffic

More Questions? Get in touch!

Sarah Davis(p) 614.289.7900(e) [email protected](t) @SDavis_

Thank You!

mailto:[email protected]

mailto:[email protected]

Technology

Google Analytics by Buckeye Interactive