Webinar 012413-1

Google Analytics Webinar:
Understanding User Engagement

Converge Consulting
Rick Allen
Ann Oleson
www.convergeconsulting.org

Rick Allen | Converge Consulting

About Us

4


What we’re talking about
• Understanding Visitor Dimensions and Website
Behavior
• Understanding Traffic Sources and Campaigns
• Assessing Web Content
• Segmentation and Custom Reports

5

Understanding Visitor
Dimensions and
Website Behavior


Visitor loyalty
• New vs. returning visitors
• Frequency and recency

7


New vs. returning visitors

8


Visitor loyalty
• New vs. returning visitors
• Frequency and recency

9


Frequency and recency

10


Frequency and recency

11


Understand how people
navigate your website
• Visit duration
• Page depth

12


Visit duration

13


Understand how people
navigate your website
• Visit duration
• Page depth

14


Page depth

15


Mobile

16


Mobile

17

Understanding Trafﬁc
Sources & Campaigns


Buckets of trafﬁc
Visitors who come directly to the
Direct
website using the domain name.

By default, GA tracks 20+ different
Search engines
search engines.

Links that appear on
Referrals
other websites.


Buckets of trafﬁc
Visitors who come directly to the
Direct
website using the domain name.

By default, GA tracks 20+ different
Search engines
search engines.

Links that appear on
Referrals
other websites.

Campaigns Custom! You decide.


Accessing direct and
referral trafﬁc


Direct trafﬁc


Referral trafﬁc


Accessing organic
and paid search trafﬁc


Organic search trafﬁc


Paid search trafﬁc


Campaigns


Campaigns

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SEO report


SEO report

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Content reports


All pages

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Navigation

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Landing pages

[image]


Exit pages

[image]


Site search


Site search

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Segmentation and
Custom Reports


Advanced
segmentation


Default segments
• All visits • Direct traffic

• New visitors • Referral traffic

• Returning visitors • Visits with conversions

• Paid search traffic • Visits with transactions

• Non-paid search traffic • Mobile traffic

• Search traffic • Non-bounce visits

44


Advanced Segmentation (Custom)
• Visits without conversions

• Unengaged users

• Social media visits

• Non social media visits

• Leads

• Highly engaged users

45


Advanced Segmentation (Goals)
• Visit duration

• Pages / Visit

• YouTube pageviews

• Twitter pageviews

• LinkedIn pageviews

• Facebook pageviews

• Email admissions@mycollege.edu

• Complete inquiry form
46

Segment: Social Media Visits
What content
drives social
traffic?

51


Segment: Inquiry Form Completion
What is the
top content
for converting
visitors?

Segment: Inquiry Form Completion
What content
engages and
converts?

53


Advanced Segments Beneﬁts
• May be applied to historical data

• Are available across all accounts and profiles

• Can be compared side-by-side in reports

• Are easier to create than a filtered profile

54


Custom reports


Custom reports interface


Custom Reports
• Visitor Analysis
• Assess leads across all streams of traffic

• Keyword Analysis
• Assess search terms that drive relevant traffic

57


Day-on-day custom reports

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Visitor Acquisition

62


Visitor Acquisition: Actions
• Optimize for top sources and mediums
driving inquiries
• Evaluate key sources and mediums with
low inquiry form conversions

63


Custom reports interface (#2)


Keyword analysis

65


Keywords: Actions
• Identify high-performance keywords
• Focus on long-tail, non-brand keywords

• Evaluate bounce rate, time on site, and
goal completion based on targets to
assess visitor and content relevance
• Drill-down to assess keywords by source and
medium

66


Keyword analysis

67


Keyword analysis

68


Keyword analysis

69


Keyword analysis

70

Webinar 012413-1

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