Google Analytics can make a great web site even better! Learn how to set goals and measure the effects of SEO success. Google Analytics shows how many ways your customers love you. Includes tips and tricks of how to best use Google Analytics to help you in your web-based-marketing efforts. This session recaps the basics of Search Engine Optimization, then takes a step forward into measuring the effectiveness of your online marketing campaigns with Google Analytics. CMS Expo said: "This is a must-attend session for web marketers!"

1. Google Analytics:
Everyone says “I love you”
Avery Cohen
Metrist Partners

2. Is Your website a slacker?

3. Why Google Analytics?
Google Analytics will enable you to
set online marketing goals,
so you can create
new initiatives and
measure results,
providing stakeholders
with actionable insights
into your customers' needs.

4. Setting Goals
Goals Jan Feb Mar
Revenue
Profit
% from web
Number ofTransactions
Avg Transaction Value
% Transactions over $100
New Customers
Returning Customers
Email List Size
New Email Registrations

5. Business Goals

6. Your Customers’ Goals

7. Goals in Google Analytics

8. Create Goals in Google Analytics

9. Create Goals in Google Analytics

10. Is your marketing working?
• Is SEO relevant?
• Is PR found?
• Is Advertising
actionable?
• Are Emails selling?
• Is Social Media effective?

11. How are people finding the site?

12. Goal flow report
• See Sources of Converting Visits

13. Multi-channel conversions
• See how media work together

14. Direct traffic

15. Referring websites

16. Search visits

17. Filtering search visits

18. Campaign traffic

19. Campaign traffic

20. Campaign URL tagging
http://www.timelinetheatre.com/not_enough_air/index.htm?utm_source=Pre-opening&utm_medium=email&utm_campaign=Not%2BEnough%2BAir
Google Analytics URL Builder
Campaign Name Utm_campaign Season Tickets
Medium Utm_medium Email
Source Utm_source Newsletter
Term Utm_term
Content Utm_content Footer
http://www.yoursite.com/page
?utm_source=Newsletter
&utm_medium=email
&utm_campaign=ShowName

21. Is your content working?

22. Landing pages

23. Page Navigation

24. Content Drilldown

25. Evaluating Outcomes

26. Segmented reports

27. Optimize your website
Focus on conversions
– Views more than one page
– Reaches specific “value-add”
content
– Opts in for email
– Fills out a “contact” form
– Makes a phone call
– Makes a purchase
Segment and test

28. Advanced implementation
• Tracking Offsite Links
• Tracking PDF Downloads
• Excluding Certain Users
Your CMS will handle much of this

29. Track Javascript Actions
• Use Javascript to
– Track User Interactions with ajax features
– Track offsite form submit
• Email signup
May require custom code

30. Account Profiles
• Filter “internal” users
• Consolidate and separate multiple
domains or sub-domains
• Rewrite variations of URLs

31. Event tracking
Event Components
– Category
– Action
– Label
<a href=“http://target_URL"
onclick="_gaq.push(['_trackEvent',
'WatchVideo', ‘Madness2011', 'game-1']);>

32. Offsite forms
Form Submit
<Form id=“EmailSignUp"
onSubmit="_gaq.push(['_trackPageview',
‘Email_SignUp']);
Window.open(…);”
action=“…” method=“post”>

33. Why Google Analytics?
Set online marketing goals,
so you can create
new initiatives and
measure results,
providing stakeholders
with actionable insights
into your customers' needs.

34. Thank you.
Avery Cohen
Metrist Partners
Chicago, Illinois USA
312-772-5945 | avery@metrist.com