Running your own small business is a full time effort and you, as the director or senior manager, need to keep your eye on the ball and more importantly on the "purse strings" to ensure every penny spent is generating a positive return and hopefully growth for the business. You need to KNOW what your marketing budgets are doing for you - to identify which sources are truly yielding a return and which are simply vanity campaigns with no real fruit. Our presentation helps identify the basic metrics that you as a small business owner can look up in Google Analytics to help quickly see these elements. For more detail or help with marketing analytics and campaigns, contact us: www.whitefishmarketing.co.uk

1. The Merits and Proper Use of Google
Analytics for Small Businesses
Chris Surridge:
Marketing Director
Whitefish Marketing
/whitefishmarketing
/WhitefishMarktg

2. whitefishmarketing.co.uk
01303 720288
Agenda
• What is “GA” and why use it at all?
• What can it measure?
• Top metrics for new businesses?
• How are customers finding you?
• Where are your customers from?
• What areas of your business are
they most interested in?
• Your best Landing Pages?
• Personalised Desktop

3. whitefishmarketing.co.uk
01303 720288
What is Google Analytics?

4. whitefishmarketing.co.uk
01303 720288
What can Google Analytics measure?
Main Points for new businesses:
1. Which marketing mediums are
working for you, which aren’t
2. Geography of your online visitors
3. Site Content – all pages
4. Effective Landing pages
…traffic visits, time on site, page views, date ranges, YOY movement, bounce rates, IP locations, best selling products, SEO,
popular pages, adwords data, campaigns, conversion funnels, goals, marketing apportionment, mobile data, revenue, time of
day viewed, google instant intelligence, averages, keywords, exit pages, navigation visitor flow, languages, referrals, % growth…

5. whitefishmarketing.co.uk
01303 720288
The default screen

6. whitefishmarketing.co.uk
01303 720288
How do customers find you?
What forms of Digital Marketing do you currently adopt?
Or are thinking of adopting?
SEO
PPC
Email Marketing
Facebook
Twitter
Google +
Display Advertising
Paid Directory Listings (e.g. Yell.com)
Referrals and Affiliate Marketing
Industry associations

7. whitefishmarketing.co.uk
01303 720288
How do customers find you?

8. whitefishmarketing.co.uk
01303 720288
In-depth Granular Analysis
…Referrals

9. whitefishmarketing.co.uk
01303 720288
Where are your customers located?
Do you know where the vast majority of your Online
Visits live?
Local Customers, or National Coverage?

10. whitefishmarketing.co.uk
01303 720288
How do customers find you?

11. whitefishmarketing.co.uk
01303 720288
What are customers looking at?
What service or product is your most popular?
PRODUCT A or PRODUCT B or PRODUCT C?

12. whitefishmarketing.co.uk
01303 720288
What are customers looking at?
Possible Sections
Services
Testimonials
Contact Us
Portfolio
Blog
Specific Product
Gallery
Returns Policy

13. whitefishmarketing.co.uk
01303 720288
What’s the first thing they see?
You only have one chance to make a first
impression

14. whitefishmarketing.co.uk
01303 720288
Identify Top Landing Pages
Top Pages Visited:
Ecommerce Shop
Top Entrance Pages:
8 out of 10 were Jobs

15. whitefishmarketing.co.uk
01303 720288
Watch your bounce rate!
Tip:
Look at your
bounce rate
for the most
popular
landing pages

16. whitefishmarketing.co.uk
01303 720288
Dashboard Instruments

17. whitefishmarketing.co.uk
01303 720288
Your Personalised Dashboard

18. whitefishmarketing.co.uk
01303 720288
Your Personalised Dashboard
• Fully customisable
• 12 widgets per
dashboard
• Instant Snapshot of your
selected criteria
• Automatically adjusts to
date range
• Perfect for KPI reporting
• PDF email to
clients/managers/team

19. whitefishmarketing.co.uk
01303 720288
Multiple Dashboards!
Mobile Revenue
SEO So Many More Possibilities…

20. whitefishmarketing.co.uk
01303 720288
Any Questions?

21. Chris Surridge:
Marketing Director
Whitefish Marketing
/whitefishmarketing
/WhitefishMarktg
whitefishmarketing.co.uk
01303 720288