DIGITAL MARKETING CLASS
Google
Analytics
Get More Out of Google
Analytics
Google Analytics
TURN Workshop
DATA INTO Google Analytics
Segmentation
ACTIONABLE Campaign Tracking
INSIGHTS Analytics Intelligence
Website Tracking
The Value of Users come to your website
for a few reasons only:
Analytics
To solve a problem or identify a pain
Google Analytics is more than just point
numbers and stats. It tells the
To find information that will help them
story of how people are
interacting with your brand online make a more informed decision
— what they have questions about, To take action and purchase a product or
what they’re most interested in, service that you might offer
who they are, and more. To find out more information about your
organization as a whole
How can you position your
website to be an effective
tool for your organization
and customers if you don’t
know what story your
website may or may not
be telling?
First, The Basics
How Google Analytics Works
A piece of tracking code (with your
unique analytics account number) gets The code collects data about visitors
added to every page of your site that land on these pages
This information is sent to your Within your Analytics dashboard, you can view,
filter, and sort this data to better understand how
Analytics account people get to your site, what they’re doing while
(analytics.google.com) for viewing they’re there, and what content works (and what
doesn’t)!
While there’s A LOT of info to be
found in analytics, here are the main
categories of information available:
A Note on Search
Console
Google’s Search Console is a
separate tool focused on your
website’s technical performance
and SEO — but it integrates with
Analytics and gives you valuable
search engine data, including your
average rankings and keywords
that are driving impressions and
clicks for your site.
If you don’t have Google Search
Console set up for your site (or
don’t know if you do), it’s worth
getting it going so you can start
collecting data.
Ways to Extend
Tracking (Advanced)
Setting up custom goals in Analytics allows
you to better track conversions (whatever a
conversion means to your organization) and
to put a monetary value to actions.
Why is this important? It allows you to
quantify your content development and
marketing efforts in a tangible and real way
(ROI).
Ways to Extend
Tracking
Google lets
you setup
several
different
types of
goals:
Ways to Extend Tracking
Funnels Campaign Tagging
Funnels are a way to visualize how visitors are Campaign tagging allows you to assign certain
behaving on the site, specifically in regards to the parameters to a link so that any visits through that
goals you’ve set up. Funnels allow you to get really link are grouped in Analytics. This is also called “UTM
granular with your pathways to conversion, letting tracking.” You might use this on any link you post on
you track the steps a user takes to get to a Twitter (so you can later see the traffic that came
conversion. through that specific post or campaign), in an email,
or on print materials you send to your audience.
Ways to Extend Tracking
Example: Let’s say you want to track
a employee engagement video that
your team placed on the homepage
of the website. If we add event
tracking, we can see not only how
Event Tracking many people view the video, but how
Event Tracking allows you to record specific actions many watch 25%, 50%, 75%, or the
that a user takes on your site, whether that’s playing a
video, clicking on a an external link, or clicking through
entire thing.
a slider image. In this way, you can track a visitor’s
interaction with your content. As mentioned
previously, these events can then be set up as goals
and tracked more extensively throughout Analytics.
Using Analytics for Continuous Improvement\
Why should you be looking at Analytics regularly?
To find and diagnose drops in traffic or technical issues
quickly
To identify content that needs to perform better
To take advantage in a timely manner of new opportunities
for additional marketing or promotion
To keep your marketing strategy focused on results
Measure and track your marketing/campaign efforts
Look at your KPIs and other business-relatedmetrics
A Few Examples
Best Car Colors saw a drop in traffic to
a particular PDF that used to be
popular. We discovered it had been
de-indexed by Google, and we were
able to resubmit it and get traffic back
up.
Flat World Solutions wasn’t getting
leads on their attorney services page.
By digging into the analytics we
discovered two things:
“Time on Page” was really low
Explanation: When time on page is really low, it can
mean either that people are finding what they were
looking for very quickly, or that they can’t easily find
what they are looking for and leave the page out of
frustration. In this case, we determined visitors
weren’t finding what they were looking for. Content
needed to be revised.
Users were getting distracted with other
subtle call-to-actions
Explanation: When users clicked the attorney’s
bio image, they were taken to the “Attorney”
biography page, where they had no way to click a
CTA. We needed to ensure CTAs were front and
center on all relevant pages.
Thank You!
