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How to Measure Success with Google Analytics: Getting Started off on the Right Foot By Jeff Sauer (@jeffalytics) Three Deep ...
Your Google Analytics Guide Jeff  Sauer   Digital  Marketer     Vice  President     Three  Deep  Marke...
About Jeff Sauer •  Vice  President  at  Three  Deep  Marke9ng  in  St.  Paul,  MN   •  Google  Analy...
Remember the Scientific Method? Ask  a  Ques9on   Test  Your  Hypothesis   By  Doing  an   Experiment ...
What Web Marketers Do Poorly? Analyze  Your  Data  and  Draw   a  Conclusion   Report  Your  Results ...
Why Measure the Web? To  Understand  What  is  Working   To  Fix  Things  that  Are  not   Working ...
How We Used to Measure the Web Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
So Many Vendors to Choose From! Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
Then Google Analytics Came Along Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
And Put Many of them Out of Business Because…   Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
It’s  FREE  
It’s  EASY  
It’s  POWERFUL  
It’s  AWESOME  
Over  75%  Market  Share  Worldwide  
Ge>ng  Started  with  Google   Analy@cs  
Google Analytics is Like Othello Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
Google Analytics is Like Othello A Second to Learn Years to Master Jeff  Sauer  |  @jeffaly9cs  |  Google  Anal...
A Mile Wide and a Mile Deep Download:  hBp://www.jeffaly@cs.com/google-­‐analy@cs-­‐guide/   Jeff  Sauer  |  @je...
What You Will Experience Today Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
Don’t Worry Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
60 Minutes to Learn… How  to  Create  a   Google  Analy9cs   Account   Gekng  Google   Analy9cs  Code...
60 Minutes to Learn… Learning  What   Content  is   Performing  Best     Tracking  Social   Media  A...
CREATING A GOOGLE ANALYTICS ACCOUNT
Creating a Google Analytics Account Sign  up  at  hBp://www.google.com/analy@cs       Jeff  Sauer  |  @...
Get the Code For Your Site Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
Getting the Right Code Choose   Web  Site   Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
Universal Analytics Choose  Universal   Analy9cs  for  New   Websites   Jeff  Sauer  |  @jeffaly9cs  | ...
Classic Analytics Choose  Classic  Analy9cs   for  Exis9ng  Websites   Jeff  Sauer  |  @jeffaly9cs  | ...
Choose Data Sharing Settings Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
Recommended Settings Recommended   Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
Optional Setting for Benchmarking Benchmark   Other  Sites   Jeff  Sauer  |  @jeffaly9cs  |  Google  Ana...
Get the Code Copy  This  Sec9on   and  Paste  into  a   TXT  File   Jeff  Sauer  |  @jeffaly9cs ...
PLACING GOOGLE ANALYTICS ON YOUR SITE
Two Methods for Adding GA You  Can  Put  the   Code  In  Your  Site   Template     Jeff  Sauer  ...
Add Code to Your Template File Add  to  Header    File   For  Each  Page     Jeff  Sauer  |  @jeff...
Use Google Tag Manager Sign  Up:  hBp://www.google.com/tagmanager     Jeff  Sauer  |  @jeffaly9cs  |  Go...
GETTING CLEAN DATA ON YOUR WEBSITE
Don’t be Fooled By Your Traffic How  You   Think  About   Your  Traffic   Your  Actual   Traffic   Jeff  Sa...
Stop Tracking Yourself Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
Discover Your IP Go  To  hBp://www.wha@smyip.com  to  learn  Your  IP  Address   Jeff  Sauer  |  @j...
Filter Your IP in Google Analytics Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
Create a New Filter Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
Enter Your IP Address Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
SETTING GOALS FOR YOUR WEBSITE
Set Strategic Goals Macro  Goals     (New  leads,  Product  Sales,  Phone  Calls)   Macro  Goals  ...
Goals in Google Analytics Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
Choose How to Track Goal Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
Enter Goal Details Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
Caution with Goals Assigning  a  Goal   Value  to  Revenue   Related  Goals  is   Highly   Recommended...
ANALYZE CONTENT PERFORMANCE
What Content is Performing Best? Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
Average Time on Page Average  Time  on  Page  Indicates  How   Long  Visitors  are  Engaging  with  ...
Average Time on Page Bounce  Rate  Shows  the  Percentage  of   Visitors  That  Leave  Your  Site  H...
Average Time on Page Page  Value  Indicates  the  Rela9ve  Value   This  Page  Contributed  to  Your ...
TRACKING SEO RESULTS IN GOOGLE ANALYTICS
Organic Search Report Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
Organic Search Report What?   Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101   88%  of  My ...
Not Provided is a Real Nuisance Learn  about  Not  Provided  Here:  hBp://www.notprovidedcount.com/     Jeff...
Google Webmaster Tools Fortunately,  Google   Webmaster  Tools   Gives  You  Some  Data   Back   Jeff ...
Google Webmaster Tools Reports Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
Google Webmaster Tools Reports Beau@ful  (and  Increasingly   More  Accurate)  Search  Data!     Jeff  S...
Setting Up Google Webmaster Tools Set  Up  Webmaster   Tools  Data  Sharing   Jeff  Sauer  |  @jeffaly9cs...
Edit Webmaster Tools Settings Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
Select Webmaster Tools Property Select  Your  Site   Save  Progress   Jeff  Sauer  |  @jeffaly9cs  | ...
TRACK SOCIAL MEDIA ACTIVITY ON YOUR SITE
Social Media is All Around Us Traffic  is  Driven   to  Our  Sites  Via   Social  Media   Visitors  Int...
Measure Value of Social Traffic Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
Track Interaction With Social Buttons Then  Select   Social  Source   and  Ac9on   Select  Plugins   Unde...
Information from Data Hub Partners Gain  Access  to  a  Wealth  of   Informa9on  from  Several  Social ...
CUSTOM DASHBOARDS FOR BUSINESSES
Dashboards Pull it All Together Social  Media  Dashboard:  hBp://cutroni.com/blog/2012/04/24/a-­‐social-­‐media-­‐d...
Do It Yourself Dashboards Select  New   Dashboard   Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  1...
Do It Yourself Dashboards Blank  or   Pre-­‐Made   Op9ons   Jeff  Sauer  |  @jeffaly9cs  |  Google  Ana...
Do It Yourself Dashboards View  Your   Dashboard   Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  1...
Even Better: Trust the Experts Google  Analy@cs  Solu@ons  Gallery:  hBps://www.google.com/analy@cs/gallery/   ...
But  Don’t  Stop  There!  
What  Else  Can  You  Do  with   Google  Analy@cs?  
Track  Mobile  Websites  &  Apps  
Track  Offline  Marke9ng  
Track  Video  Interac9ons  
Segment  Your  Traffic  
Track  Phone  Calls  
Custom  Reports  and  API  Exports  
Link  to  other  Google  Products  
CRM  Integra9on  
Universal  Analy9cs   The  World  is  Yours!  
Thank You! Jeff  Sauer   Digital  Marketer   Vice  President     Three  Deep  Marke9ng   St.  Paul, ...
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Google Analytics 101 for Business - How to Get Started With Google Analytics

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Google Analytics is a widely adopted platform for websites and is used by most Internet marketers, but do we know its origins? Learn the basics about why we need Google Analytics, how to get started, and what to do in order to ensure success. Then look into some of the more advanced things that you can do with the tool in this presentation.

Google Analytics 101, with a sneak preview into the things you can do with Google Analytics 201, 301 and even 401.

Publicada em: Tecnologia, Negócios
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Google Analytics 101 for Business - How to Get Started With Google Analytics

  1. 1. How to Measure Success with Google Analytics: Getting Started off on the Right Foot By Jeff Sauer (@jeffalytics) Three Deep Marketing
  2. 2. Your Google Analytics Guide Jeff  Sauer   Digital  Marketer     Vice  President     Three  Deep  Marke9ng   St.  Paul,  MN,  USA   Interested  in  Google   Analy9cs  Training?   Learn  More:     bit.ly/request-­‐ ga-­‐training   Download  These  Slides  Here:     bit.ly/ga101  
  3. 3. About Jeff Sauer •  Vice  President  at  Three  Deep  Marke9ng  in  St.  Paul,  MN   •  Google  Analy9cs  Cer9fied  Partner  since  2009     •  Working  in  the  Web  Industry  since  1999   •  Named  2012  CIO  of  the  Year  by  the     Minneapolis/St.  Paul  Business  Journal   •  Three  Deep  was  an  Inc.  5000  Fast  Growing     Company  Award  in  2010,  2011,  2012  &  2013     •  Board  Member  for  MIMA  and  MnSearch   Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  4. 4. Remember the Scientific Method? Ask  a  Ques9on   Test  Your  Hypothesis   By  Doing  an   Experiment   Do  Background   Research   Analyze  Your  Data   and  Draw  a   Conclusion   Construct  a   Hypothesis   Report  Your  Results   (Was  Your  Hypothesis   Correct?)   Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  5. 5. What Web Marketers Do Poorly? Analyze  Your  Data  and  Draw   a  Conclusion   Report  Your  Results  (Was   Your  Hypothesis  Correct?)   We  Fail  to  Measure  and  Reflect!   Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  6. 6. Why Measure the Web? To  Understand  What  is  Working   To  Fix  Things  that  Are  not   Working   To  Improve  our  Results   To  Calculate  our  Value   To  Jus9fy  and  Encourage   Investment   To  Dominate  our  Niche   Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  7. 7. How We Used to Measure the Web Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  8. 8. So Many Vendors to Choose From! Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  9. 9. Then Google Analytics Came Along Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  10. 10. And Put Many of them Out of Business Because…   Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  11. 11. It’s  FREE  
  12. 12. It’s  EASY  
  13. 13. It’s  POWERFUL  
  14. 14. It’s  AWESOME  
  15. 15. Over  75%  Market  Share  Worldwide  
  16. 16. Ge>ng  Started  with  Google   Analy@cs  
  17. 17. Google Analytics is Like Othello Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  18. 18. Google Analytics is Like Othello A Second to Learn Years to Master Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  19. 19. A Mile Wide and a Mile Deep Download:  hBp://www.jeffaly@cs.com/google-­‐analy@cs-­‐guide/   Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  20. 20. What You Will Experience Today Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  21. 21. Don’t Worry Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  22. 22. 60 Minutes to Learn… How  to  Create  a   Google  Analy9cs   Account   Gekng  Google   Analy9cs  Code   On  Your  Site   Gekng  Clean   Data  for  Your   Website   Sekng  Goals  to   Measure  Website   Success       Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101      
  23. 23. 60 Minutes to Learn… Learning  What   Content  is   Performing  Best     Tracking  Social   Media  Ac9vity  on   Your  Site     Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101   Tracking  Search   Results  and  SEO   Efforts     Installing  Custom   Dashboards  for   Stakeholders    
  24. 24. CREATING A GOOGLE ANALYTICS ACCOUNT
  25. 25. Creating a Google Analytics Account Sign  up  at  hBp://www.google.com/analy@cs       Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  26. 26. Get the Code For Your Site Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  27. 27. Getting the Right Code Choose   Web  Site   Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  28. 28. Universal Analytics Choose  Universal   Analy9cs  for  New   Websites   Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  29. 29. Classic Analytics Choose  Classic  Analy9cs   for  Exis9ng  Websites   Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  30. 30. Choose Data Sharing Settings Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  31. 31. Recommended Settings Recommended   Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  32. 32. Optional Setting for Benchmarking Benchmark   Other  Sites   Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101   Recommended  
  33. 33. Get the Code Copy  This  Sec9on   and  Paste  into  a   TXT  File   Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  34. 34. PLACING GOOGLE ANALYTICS ON YOUR SITE
  35. 35. Two Methods for Adding GA You  Can  Put  the   Code  In  Your  Site   Template     Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101   Use  Google  Tag   Manager  to  Add   Code  to  Site    
  36. 36. Add Code to Your Template File Add  to  Header    File   For  Each  Page     Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  37. 37. Use Google Tag Manager Sign  Up:  hBp://www.google.com/tagmanager     Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  38. 38. GETTING CLEAN DATA ON YOUR WEBSITE
  39. 39. Don’t be Fooled By Your Traffic How  You   Think  About   Your  Traffic   Your  Actual   Traffic   Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  40. 40. Stop Tracking Yourself Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  41. 41. Discover Your IP Go  To  hBp://www.wha@smyip.com  to  learn  Your  IP  Address   Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  42. 42. Filter Your IP in Google Analytics Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  43. 43. Create a New Filter Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  44. 44. Enter Your IP Address Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  45. 45. SETTING GOALS FOR YOUR WEBSITE
  46. 46. Set Strategic Goals Macro  Goals     (New  leads,  Product  Sales,  Phone  Calls)   Macro  Goals  =  Top  Line  Revenue   Micro  Goals   (Brochure  Downloads,  Live  Chats,  Video  Views,  etc.)   Micro  Goals  =  Engaged  Visitors   Configure  your  goals  in  Google  Analy9cs   sekngs     You  can  set  up  to  20  goals!     Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  47. 47. Goals in Google Analytics Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  48. 48. Choose How to Track Goal Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  49. 49. Enter Goal Details Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  50. 50. Caution with Goals Assigning  a  Goal   Value  to  Revenue   Related  Goals  is   Highly   Recommended     Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101   Mul9ple  Goals   May  Create   Unrealis9c   Revenue  $  in   Reports    
  51. 51. ANALYZE CONTENT PERFORMANCE
  52. 52. What Content is Performing Best? Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  53. 53. Average Time on Page Average  Time  on  Page  Indicates  How   Long  Visitors  are  Engaging  with  Content     Generally,  more  9me  is  beper     Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  54. 54. Average Time on Page Bounce  Rate  Shows  the  Percentage  of   Visitors  That  Leave  Your  Site  Having   Only  Viewed  This  One  Page     Lower  is  beper  (but  can  be  misleading)   Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  55. 55. Average Time on Page Page  Value  Indicates  the  Rela9ve  Value   This  Page  Contributed  to  Your  Goals     Goals  Must  be  Configured  to  Work   Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  56. 56. TRACKING SEO RESULTS IN GOOGLE ANALYTICS
  57. 57. Organic Search Report Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  58. 58. Organic Search Report What?   Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101   88%  of  My  Search   Keywords  Are   Invisible  
  59. 59. Not Provided is a Real Nuisance Learn  about  Not  Provided  Here:  hBp://www.notprovidedcount.com/     Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  60. 60. Google Webmaster Tools Fortunately,  Google   Webmaster  Tools   Gives  You  Some  Data   Back   Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  61. 61. Google Webmaster Tools Reports Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  62. 62. Google Webmaster Tools Reports Beau@ful  (and  Increasingly   More  Accurate)  Search  Data!     Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  63. 63. Setting Up Google Webmaster Tools Set  Up  Webmaster   Tools  Data  Sharing   Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  64. 64. Edit Webmaster Tools Settings Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  65. 65. Select Webmaster Tools Property Select  Your  Site   Save  Progress   Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  66. 66. TRACK SOCIAL MEDIA ACTIVITY ON YOUR SITE
  67. 67. Social Media is All Around Us Traffic  is  Driven   to  Our  Sites  Via   Social  Media   Visitors  Interact   With  Social   Sharing  Bupons       Google  Harvests   Ac9vity  from   Social  Data  Hub     Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  68. 68. Measure Value of Social Traffic Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  69. 69. Track Interaction With Social Buttons Then  Select   Social  Source   and  Ac9on   Select  Plugins   Under  Social   Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  70. 70. Information from Data Hub Partners Gain  Access  to  a  Wealth  of   Informa9on  from  Several  Social   Networks   Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  71. 71. CUSTOM DASHBOARDS FOR BUSINESSES
  72. 72. Dashboards Pull it All Together Social  Media  Dashboard:  hBp://cutroni.com/blog/2012/04/24/a-­‐social-­‐media-­‐dashboard-­‐for-­‐google-­‐analy@cs/     Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  73. 73. Do It Yourself Dashboards Select  New   Dashboard   Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  74. 74. Do It Yourself Dashboards Blank  or   Pre-­‐Made   Op9ons   Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  75. 75. Do It Yourself Dashboards View  Your   Dashboard   Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  76. 76. Even Better: Trust the Experts Google  Analy@cs  Solu@ons  Gallery:  hBps://www.google.com/analy@cs/gallery/     Jeff  Sauer  |  @jeffaly9cs  |  Google  Analy9cs  101  
  77. 77. But  Don’t  Stop  There!  
  78. 78. What  Else  Can  You  Do  with   Google  Analy@cs?  
  79. 79. Track  Mobile  Websites  &  Apps  
  80. 80. Track  Offline  Marke9ng  
  81. 81. Track  Video  Interac9ons  
  82. 82. Segment  Your  Traffic  
  83. 83. Track  Phone  Calls  
  84. 84. Custom  Reports  and  API  Exports  
  85. 85. Link  to  other  Google  Products  
  86. 86. CRM  Integra9on  
  87. 87. Universal  Analy9cs   The  World  is  Yours!  
  88. 88. Thank You! Jeff  Sauer   Digital  Marketer   Vice  President     Three  Deep  Marke9ng   St.  Paul,  MN,  USA   Interested  in  Google   Analy9cs  Training?   Learn  More:     bit.ly/request-­‐ ga-­‐training   Download  These  Slides  Here:     bit.ly/ga101   88  

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