Getting The Most Out of Google Analytics

Getting the Most Out of
Google Analytics

Sanger & Eby
31 August 2011

About Sanger & Eby
• Strategic design & technology firm focused on specialized business
communications
• Services Include:
– Strategic planning and research
– Social media strategy and execution
– User experience planning
– Print and interactive design
– Interactive and multi-channel marketing
– Content development
– Search marketing (SEO & SEM)
– Website development, custom business and web applications
– Mobile applications & sites
• 700+ Sites designed and developed in 15 years
• Clients include:
– Macy’s
– Fifth Third Bank
– Luxottica
– AT&T
– Turner Construction

Google Analytics Copyright 2011 Sanger & Eby
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Why Do You Need Analytics?

“Half of my advertising doesn’t work. I just
don’t know which half.”
--John Wanamaker

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Why Do You Need Analytics?

• Identify and capture opportunities
• Increase conversions
• Enhance credibility (identify and correct problems)
• Increase user satisfaction
• Measure success
• Understand your return on investment (ROI)

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What is Google Analytics?

• Powerful web analytics tool
• Provides in-depth visitor and traffic statistics
• Hosted on Google’s servers
• Flexible and easy to use
• Fantastic high-level charts and graphs
• Very easy installation
• Free

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What You Can Do with Google Analytics

Create more effective sites.

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Google Analytics Capabilities
• Track a wide variety of metrics
• Make informed site design and content decisions
– What’s working and what’s not
– Where visitors leave the site
– Most popular content
– How to organize calls to action
• Measure keyword performance
• Understand traffic sources and where to focus efforts
– Link building
– Advertising
– SEO
– Blogs and product review sites
• Increase return on investment (ROI) on marketing campaigns

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Answers Key Site Questions

• How are visitors finding my site?
– What keywords are most effective?
– What sites are referring traffic?
• What pages are most popular?
• Where do people leave my site?
• Where are my visitors located?
• What is my site’s ROI?

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Benefits

• Fast, slick, beautiful presentation of statistics
– Charting with drill-downs
• You have control over which pages or files get analyzed
• Accurate view of human traffic (ignores search engine spiders)
• Integrates tightly with Google Adwords /Adsense
– AdWords: Pay per click search marketing on Google
– AdSense: Google pays to display sponsored ads on your site

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Features and Functions

• Many different reports:
– Visitor Counts
– Page by Page Counts
– Map Overlay
– Traffic Sources (Direct Visits, Google, Other Sites)
– Goal/Conversion/Funnel Tracking

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Google Analytics Limitations

• Free service limited to sites with less than 5 million page views
per month
• Users with JavaScript & cookies turned off are not tracked
– Tracking is client-side using JavaScript and cookies
– 2% of users have JavaScript disabled as of Dec 2010
(source: Yahoo!)
• Search engine spiders are not counted towards totals
• No automatic tracking of document or image downloads
• Does not track document (PDF, DOC, etc) or image (JPG)
downloads

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Dashboard: High Level Overview

Date Range can be
adjusted on all reports

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Visitors Overview

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Content Overview
Shows which pages
are most popular

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Map Overlay (World)

Click a country
to drill-down
for more details

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Goals and Conversion Tracking

• Calculate ROI, Average Score or other metrics
• Great for e-commerce sites
• Can track all steps along a path to a desired goal
• Lets you know exactly where visitors drop off

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For More Information

• Refer to Google’s Help Documents:
– www.conversionuniversity.com
– www.google.com/support/googleanalytics/
• See Apple’s App Store for “Analytics”

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Want to know more?

Kat Jenkins Jay Larbes
Vice President, Strategic Planning Senior Director, Technology
Sanger & Eby Sanger & Eby
kjenkins@sangereby.com jlarbes@sangereby.com
www.sangereby.com www.sangereby.com
Twitter.com/sangereby Twitter.com/sangereby

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Getting The Most Out of Google Analytics

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