Fresh Intelligence Roundtable discussion on Google Analytics.

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I Search, You Search: Search Smart
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Search Engine Optimization (SEO)
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Paid Search Advertising
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Local Search Optimization
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Social Media Marketing
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Review Monitoring & Management
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Mobile Advertising & SEO
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Video Optimization
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Display/Banner Planning & Placement

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Google Analytics Tracking Code
Google Analytics (ga.js)

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Google Analytics Tracking Code
Universal Analytics

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Upgrading to Universal Analytics

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Upgrading to Universal Analytics

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Benefits of Universal Analytics
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New Google standard for accurate tracking
More reporting features
More in-depth data on visitors to your site
Ability to setup custom dimensions and metrics
All Google Analytics properties will soon be required to use
Universal Analytics

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One Code To Rule Them All?
 Google Tag Manager
 https://www.google.com/tagmanager/
 1x implementation on site
 Add tracking pixels & verification codes through browser
interface

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Audience Overview: What’s Happening On My Site?

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Audience Overview: What’s Happening On My Site?
• Derive Meaning
▫ Select comparative date range
▫ Have visits increased? Decreased? Remained flat?
▫ Major shifts in bounce rate or new visitors?
• Take Action
▫ Are you aware of any recent changes in:
 Marketing activities
 PR coverage
 Offline events
▫ Move onto Traffic Sources to determine cause of increase or decrease in visits

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Audience Overview: What’s Happening On My Site?
Black Friday Sale

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Audience Overview: What’s Happening On My Site?
Attended Trade Show

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Audience Overview: Email Please!
Enter Your Email Address
How often & for how
long do you want to
receive the reports?

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Audience Overview: Email Please!
Select Report Format

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New Report: Acquisition > Channels

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All Traffic: How Did Visitors Find Your Site
 Traffic Source Types
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Direct to Site
Organic Search
Paid Search
Referral
 Referral sources include social media, press releases & blogs
 Create Custom Types
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Display
Email
Social
Blog

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All Traffic: How Did Visitors Find Your Site?

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Google Analytics Tracking URLs
 Tell Google Analytics
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Where traffic to your site is coming from
What channel to group it with
Whether it is a specific marketing campaign
If there is keyword or image ad information you want to capture
 Where Do They Go?
 Social media posts
 Paid search campaigns
 Online media buys

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Google Analytics Tracking URLs
 How To Create Them?
 Google URL Builder
(http://bit.ly/19k96Ke)
 Search Smart Cheat Sheet
 Email
info@isearchsmart.com

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Google Analytics Tracking URLs
 What Do They Look Like?
 http://www.341studios.com?utm_source=Facebook&
utm_medium=social&utm_term=Google+Analytics&
utm_campaign=Fresh+Intelligence+Roundtable
 Will the tracking work with a shortener?
 Yes, input the entire URL string into Bitly, HootSuite or
the URL shortener of your choosing

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Behavior: What Content Are People Interested In?
Behavior > Site Content > All Pages

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Behavior: What Content Are People Interested In?
 Look for Opportunities
 What pages of your site are visitors drawn to?
 What pages do people visit, then immediately leave your site?
 Take Action
 Popular Content
 Create more content of a similar nature
 Send relevant paid search traffic here
 High Bounce Rate
 Revise the text on the page
 Misleading keywords?
 Try a new layout

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Goal Conversions
 Online Purchase
 ecommerce transaction
 Micro-Conversion
 Visits to Contact Us
 Contact Actions
 Form Submission
 Newsletter Sign-up
 Downloads
 White Paper
 Brochure
 Site Engagement
 Pages per visits
 Time on site
 Social Engagement
 Blog comment

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Goal Conversions

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Goal Conversions: Ecommerce

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Assisted Conversion

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Top Conversion Paths

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Thank You!
Presentation Available:
http://slidesha.re/194Yak6
Search Smart Marketing
www.isearchsmart.com
@iSearchSmart
Facebook.com/SearchSmartMarketing

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Google Analytics & Search Engine Marketing Trends
APPENDIX

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Analytics Terminology
 Tracking Code
 JavaScript placed on each page of your site
 Tracking URL
 Web Address of the page on your site you want to direct visitors to
+ relevant marketing info
 Campaign
 Marketing initiative; Email Blast; Paid Search Ads

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Google Analytics Setup
 Free account
 www.google.com/analytics
 Link to AdWords
 Adwords.Google.com
 Webmaster Tools Integration
 www.google.com/webmasters/tools
 Define Goals and Conversion Funnels
USE THE
SAME
LOGIN
ACROSS
ALL
GOOGLE
PRODUCTS

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Analytics Tracking – Tag Everything!
 What
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Pay-Per-Click (CPC)
Email
Social Buttons, Posts
Display
 How
 AdWords Auto-Tagging
 Tracking URL Generator
 SEARCH: Google Analytics Tracking URL Builder
 http://support.google.com/analytics/answer/1033867?hl=en

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AdWords Auto-Tagging
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Login to AdWords
My Account > Preferences
Edit, Check Destination URL Auto-Tagging
Save Changes

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AdWords Auto-Tagging

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Creating A Conversion Funnel
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Log into Analytics & click admin button
Select your profile (www.website.com)
Goals tab
Click Create A Goal button
 Or select a goal you wish to edit
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Enter Goal Description
Add URL of conversion page under Goal Details
Turn Funnel button on
Enter each step of the conversion process you wish to track
Note whether a step is required

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Creating A Conversion Funnel
Click Admin Button
Select Website Profile

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Creating A Conversion Funnel
Select One to Begin Funnel

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Creating A Conversion Funnel

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Advanced Segments
 Default
 Default
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All Visits
New Visits
Returning Visitors
Paid Search Traffic
Non-paid Search Traffic
Search Traffic
Direct Traffic
Referral Traffic
Visits with Conversions
Visits with Transactions
Mobile Traffic
Tablet Traffic
Mobile & Tablet Traffic
Tablet & Desktop Traffic
Non-Bounce Visits
 Custom (Define your own)*

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Advanced Segments

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Advanced Segments

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Creating A Custom Segment

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Creating A Custom Segment

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Creating A Custom Segment
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Log into Analytics & click into your profile
Select Advanced Segments
Select New Custom Segment
Name your segment (Be specific)
Define what you are looking for using dropdown menus
with and/or statements
 Test to make sure all data is pulling appropriately
 Save segment