This document provides an overview of how to set up Google Analytics to gain actionable business insights. It discusses tracking traffic sources and conversions, defining business objectives and key performance indicators, setting up goals and dashboards in Google Analytics, and analyzing metrics like visitor types, landing pages, referrers and more. The goal is to understand what is working well, where people are having problems, and identifying the biggest opportunities to increase conversion rates and profits.

1. How to Setup Google Analytics
For Actionable Business Insights

2. Format
• Introductions
• Demonstrations
• Practical Work
• Questions

3. Attendees
• 1 Lead Generation
– Sentel – Rachel Bigger
• 1 Ecommerce
– Premium Sawchain – Darren Wilson
• 1 Media
– Down News – Jim Masson
• 3 SAAS
– Get Invited – Emma Leahy
– Airpos – Marty Neill
– Performa Sports – Danny Turley

4. Online Training
http://bit.ly/1ByeOc0

5. Why Use Google Analytics
• Track Success
• Identify Problems
• Plan for the Future

6. TRAFFIC + CONVERSION = PROFIT

7. What is a Conversion
Your Web Page

8. What Affects Conversion?
• Usability
– Website Design
– Page Structure
– Forms & Funnels
• Persuasion
– Visitor Motivation
– Understanding Objections
– 5 Principles
Research
Web Analytics User Tracking Surveys

9. Google Analytics Setup
• Setup Goals
• Create Dashboards
• Link Google Adwords
• Link Google Webmaster Tools
• Setup Search

10. Actionable Business Insights
• Where are People Coming From?
• What Devices are People Using?
• What is Working Well?
• Where are People Having Problems?
• Where are the Biggest Opportunities?

11. Avinash Kaushik
- Occams Razor

12. Defining Business Objectives
• Business Objectives
• Goals
• Key Performance Indicators
• Targets
• Strategy

13. Write Down your Business Objectives

14. Setting up a Goal in Google Analytics
• Everybody
– Contact Us Page Visit
– Contact Us Form Completion
– Location
– Newsletter Signup
• Lead Generation Websites
– Download Brochure
– Enquiry Form Completion
• Ecommerce
– Shopping Cart Page Visit
– Order

15. Calculating Goal Value
For Sale Goal
Total Sales From Website
--------------------------------- = Average Order Value
Unique Visitors
Weighted
– Purchase – 100
– Lead – 50
– Contact Us Page- 30

16. Problem with Conversion Rate in GA
Google Analytics Uses Visits
Instead of Unique Visitors

17. Other Setup
• Link Google Adwords
• Link Google Webmaster Tools
• Setup Search
• Create a Dashboard

18. Compare to Past

19. Creating a Dashboard

20. Dashboard Junkie
www.dashboardjunkie.com

21. Site Search Settings

22. Tracking Searches

23. Analysis

24. Visitor Type Analysis

25. Traffic Source Analysis

26. Attribution

27. Assisted Conversions

28. Atribution Types

29. Country Analysis

30. City Insights

31. Day of Week Insights

32. Time of Day

33. Device Insights

34. Browser Insights

35. Browser Insights

36. Landing Pages - Highest Revenue

37. Landing Pages - High Bounce Rate

38. Exit Pages

39. Referrer Analysis

40. Schedule Emails

41. Creating a Custom Report

42. Custom Alerts
• Setup a 404 Alert
• Setup a No Visits Alert

43. Real Time

44. Other Tools
• Optimizely
• Clicktale
• CrazyEgg
• Survey Monkey
• iPerceptions

45. Contact
kevin@conversion-rate-services.com
@ConversionRate_
Download the White Paper:
How You Can Increase Conversion By
20% in 10 Weeks