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Google Analytics - Webmaster Tools Pro Setup & Tips

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Google Analytics - Webmaster Tools Pro Setup & Tips

  1. 1. Google Analytics & Webmaster Tools - YOUR PATH TO BETTER REPORTING & ACTIONABLE INSIGHTS
  2. 2. KEVIN PIKE 2Kevin@RankFuse.com | 913-523-6234 • President , Rank Fuse Interactive • 10 Years of Agency Experience: • Google AdWords Certified • Google Analytics Certified • 3rd Most Popular Google Analytics Dashboard
  3. 3. Today’s Objectives: • Setup • Google Tag Manager • Google Analytics • Webmaster Tools • Connecting Accounts • Conversion Tracking • Reporting Essentials • Data Fundamentals • Getting Keyword Data Back • Campaign Tracking • Putting it all together • Actionable Insights • Dashboards • Automatic Alerts
  4. 4. Start with Setup ACCOUNT CREATION, PIXEL PLACEMENT, & SITE VERIFICATION
  5. 5. Google Tag Manager 5 Why Should I Use GTM? Benefits: 1. Manage All Tags in One Place 2. Manage Tag Firing 3. Track Outbound Links & Downloads 4. Track AJAX Form Submissions 5. Assign GTM Users / Restrict Website Access 6. Build For the Future
  6. 6. Google Tag Manager 6 Step 1: Setup Account: http://www.google.com/tagmanager/
  7. 7. Google Tag Manager 7 Step 2: Setup Container For Your Website
  8. 8. Google Tag Manager 8 Step 3: Paste Tag Manager Code On Every Page
  9. 9. Google Tag Manager 9 Example: Add Tag Manager to a WordPress Website Step 1. Go to Editor Step 2. Select header.php file Step 3. Find <body> tag Step 4. Paste Tag Manager Code Step 5. Click Update File.
  10. 10. Google Tag Manager 10 Congratulations, the hard part is over!
  11. 11. Google Analytics Setup 1. Go to http://www.google.com/analytics/ and sign up for a free account. 2. Complete form fields until you gain tracking code like this: 3. Copy your tracking ID number and head back to Google Tag Manager. 11
  12. 12. Google Tag Manager 12 Create New Tag
  13. 13. Google Tag Manager 13 Click on Google Analytics
  14. 14. Google Tag Manager 14 Google Analytics Tag Settings: 1. Product = Google Analytics 2. Tag Type = Universal Analytics 3. Enable Ad Features = True 4. Track Type = Page View 5. Fire On = All Pages
  15. 15. Google Tag Manager 15 Don’t Forget To Click Publish!
  16. 16. Google Analytics 16 Confirm Your Tag is Firing With Real-Time Reporting
  17. 17. Google Analytics Setup Stop Tracking Yourself & Bots 17 1. Go back to Google Analytics admin view & create a new profile : 2. Filter all known bots from new profile settings: 3. Filter Your Office IP Address:
  18. 18. Today’s Objectives: • Setup • Google Tag Manager • Google Analytics • Webmaster Tools • Connecting Accounts • Conversion Tracking • Reporting Essentials • Data Fundamentals • Getting Keyword Data Back • Campaign Tracking • Putting it all together • Actionable Insights • Dashboards • Automatic Alerts
  19. 19. Google Webmaster Tools 19 Login: https://www.google.com/webmasters/tools/ Add Property
  20. 20. Google Webmaster Tools 20 Verify With Google Tag Manager
  21. 21. Connecting Data 21 Add Webmaster Tools Data to Analytics 1. Go Back to Google Analytics. 2. Click Admin 3. Click Property Settings 4. Scroll to bottom of the next page & click on adjust webmaster tools.
  22. 22. Google Webmaster Tools 22 On the next screen click the edit link: Select your URL from the search console and click save:
  23. 23. Connecting Data 23 Adding Adwords Data to Analytics 1. Go Back to Google Analytics. 2. Click Admin 3. Click AdWords Linking 4. Select Adwords Account on next page. 5. Click Continue.
  24. 24. Connecting Data 24 PRO Tip – Build Retargeting Audience Early Setup: Property Settings >> Remarketing Audience Examples: 1. All Users. 2. Users who only visited once. 3. Returning Users. 4. Retarget only paying customers with similar product ads. 5. Retarget people who abandoned shopping cart.
  25. 25. Today’s Objectives: • Setup • Google Tag Manager • Google Analytics • Webmaster Tools • Connecting Accounts • Conversion Tracking • Reporting Essentials • Data Fundamentals • Getting Keyword Data Back • Campaign Tracking • Putting it all together • Actionable Insights • Dashboards • Automatic Alerts
  26. 26. Google Analytics Conversions 26 Engagement Goals vs. Ecommerce Visit Request Info Thank You Shop Add to Cart Order Confirmation What is Important To You? •Email leads •Trial signups •Ebook downloads •Account creations •Newsletter signups •White paper downloads
  27. 27. Ecommerce Conversions 27 Ecommerce Tracking is Off by Default
  28. 28. Ecommerce Conversions 28 Most Modern Carts Systems Are Google Analytics Ready
  29. 29. Ecommerce Conversions 29 Final Steps Vary by Platform Magneto: http://www.magentocommerce.com/magento-connect/google- universal-analytics-1.html WooCommerce: https://wordpress.org/plugins/woocommerce-google- analytics-integration/ Virtuemart: http://extensions.joomla.org/extension/vm-transaction- tracker-for-google-analytics Shopify: https://www.shopify.com/blog/14681601-google-analytics-for- ecommerce-a-beginners-guide SquareSpace: http://answers.squarespace.com/questions/15200/how-do- i-use-google-analytics-e-commerce-with-squarespace
  30. 30. Ecommerce Conversions 30 Once Setup, You Should Have Product Data For Each Purchase
  31. 31. Google Analytics Conversions 31 Engagement Goals vs. Ecommerce Visit Request Info Thank You Shop Add to Cart Order Confirmation What is Important To You?
  32. 32. Goal Conversions 32 Google Analytics Setup
  33. 33. . . . Conversion Funnel Setup 33 Front End Analytics . .
  34. 34. Google Analytics Conversions 34 Setup Multiple Goals For Each Action
  35. 35. Today’s Objectives: • Setup • Google Tag Manager • Google Analytics • Webmaster Tools • Connecting Accounts • Conversion Tracking • Reporting Essentials • Data Fundamentals • Getting Keyword Data Back • Campaign Tracking • Putting it all together • Actionable Insights • Dashboards • Automatic Alerts
  36. 36. Data Fundamentals 36
  37. 37. Fundamentals Under Each Section 37 • Conversions • Goals by source • Top goal paths • Multi-Attribution & ROI performance • Acquisition • Search Engine Traffic • Paid traffic (AdWords) vs. organic search • Referral Traffic • PR/News • Directories • Social traffic • Direct Traffic • URL typed directly in to address bar • Non-cookie browsers • Some email links • Etc. • Campaign Traffic • Banner ads, QR codes, sponsored stories, etc. • Audience Engagement • Pages-per-session • Time-on-site • Bounce rage • Behavior • Top content • Top landing pages • Events What About Keyword Data?
  38. 38. Today’s Objectives: • Setup • Google Tag Manager • Google Analytics • Webmaster Tools • Connecting Accounts • Conversion Tracking • Reporting Essentials • Data Fundamentals • Getting Keyword Data Back • Campaign Tracking • Putting it all together • Actionable Insights • Dashboards • Automatic Alerts
  39. 39. Keyword Level Data 39 Analytics Will Report Most Keywords as “Not Provided” We Can Get Some Data Back From Webmaster Tools
  40. 40. Keyword Level Data 40 Webmaster Tools to the Rescue
  41. 41. Today’s Objectives: • Setup • Google Tag Manager • Google Analytics • Webmaster Tools • Connecting Accounts • Conversion Tracking • Reporting Essentials • Data Fundamentals • Getting Keyword Data Back • Campaign Tracking • Putting it all together • Actionable Insights • Dashboards • Automatic Alerts
  42. 42. Tagging Clicks 42 Real-world LinkedIn Example
  43. 43. Tagging Clicks 43 Step 1: Go To URL Builder Tool Step 2: Generate URL Step 3: Hyperlink with URL Step 4: View in Channels Report How Do I Do That? Use this same method with email links, QR Codes, banner ads, and other digital marketing links
  44. 44. Today’s Objectives: • Setup • Google Tag Manager • Google Analytics • Webmaster Tools • Connecting Accounts • Conversion Tracking • Reporting Essentials • Data Fundamentals • Getting Keyword Data Back • Campaign Tracking • Putting it all together • Custom Dashboards • Actionable Insights • Automatic Alerts
  45. 45. Google Analytics Dashboards 45 Google Analytics Gallery Is A Great Resource
  46. 46. Google Analytics Dashboards 46 Import Dashboards From Google Gallery
  47. 47. Google Analytics Conversions 47 Quickly Add Dashboards & Shortcuts From Reports
  48. 48. Today’s Objectives: • Setup • Google Tag Manager • Google Analytics • Webmaster Tools • Connecting Accounts • Conversion Tracking • Reporting Essentials • Data Fundamentals • Getting Keyword Data Back • Campaign Tracking • Putting it all together • Custom Dashboards • Actionable Insights • Automatic Alerts
  49. 49. Actionable Insights 49 Content Engagement Sparks New Ideas
  50. 50. Actionable Insights 50 Leverage Paid Keyword Data To Support SEO Efforts
  51. 51. Actionable Insights 51 Conversion Sources Help Predict Future Marketing Outcomes
  52. 52. Actionable Insights 52 Know What Google Knows
  53. 53. Actionable Insights 53 Understand Your Strength's & Weaknesses
  54. 54. Actionable Insights 54 When Art Meets Science. Can you Tell if SEO is Improving, or Dying on the Vine?
  55. 55. Today’s Objectives: • Setup • Google Tag Manager • Google Analytics • Webmaster Tools • Connecting Accounts • Conversion Tracking • Reporting Essentials • Data Fundamentals • Getting Keyword Data Back • Campaign Tracking • Putting it all together • Custom Dashboards • Actionable Insights • Automatic Alerts
  56. 56. Automatic Alerts 56
  57. 57. Schedule Emails 57
  58. 58. 58 Thank You Kevin Pike Kevin@RankFuse.com 913.523.6234

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