Google Analytics for Small Business Presented by: Keidra Chaney

Google
Analytics for
Small Business
Presented by: Keidra Chaney
What we will cover
• Google Analytics Key Metrics
• What to Measure on your site
• Goals and Conversions
• More Resources
About Me
•
Started as web content manager, knowledge of
HTML, CSS, PHP
•
Google Analytics became my strategy tool
•
Trained through books, courses and
experience.
•
Became a web analytics evangelist (and nag)
at my workplace.
•
Started consulting on analytics and website
optimization
(Kinda) Hands-On
Think before you do!
Getting Set Up
Getting Set Up in Google Analytics
Create an account at www.google.com/analytics
Get Your
Tracking Code
Your Site's
Unique
Tracking ID
The Tracking
Code
Installing The Tracking Code on WordPress (self-hosted)
OPTION 1: Some WordPress themes have a place for you to enter your Tracking ID
(looks like UA-555121-2) or a place to paste the entire tracking code.
OPTION 2: Use a WordPress plugin,
like Google Analytics by Joost de Valk
http://bit.ly/ga-yoast
OPTION 3: Paste the code into your theme's
header.php file, just before the </head> tag.
Installing The Tracking Code on Blogger
Just Enter
Your
Tracking ID
You may want to filter out your own visits to your site
Admin > Account > Filters > New Filter
Set up a filter for to exclude the IP
Address of every location you regularly
use to visit your site.
Get your current address:
www.checkmyip.com
Your IP Addresses may change from
time to time, so it's important to check
this every once in awhile.
You may also need to filter out your
own server’s IP address!
Google Analytics Key
Terms
Visitors Overview: The Basic Stats
Date Range,
Defaults to
last 30 days
The Info On
the Graph
Visits:
Unique
Visitors:
Someone
The
number
of
comes
to your
Pageviews:
If you click
on
individuals
who
blog,
views
1+
Every
time a
Average
have
been
to it
pages,
then
these
graphs,
visitor
views
a
Number
of
your
site Rate:
during
leaves
Bounce
webtake
page
on ato
will
you
Pages
Viewed
the
date
range
Percentage
persite
Visit of
more
infowho
about
visitors
(2-3 is typical)
leave
thoseafter
stats
viewing only
one page
Each Dot
On the Graph
What to Measure on Your
Site
Avoid Data Overload!
Identify the key metrics that tell your how your site is
performing against your set goals.
• Top Key Phrases from search engines
• Top Referring Websites
• Site Content Popularity
• Site Bounce Rate
Avoid Data Overload!
Identify the key metrics that tell your how your site is
performing against your set goals.
• Top Key Phrases from search engines
• Top Referring Websites
• Site Content Popularity
• Site Bounce Rate
Avoid Data Overload!
Identify the key metrics that tell your how your site is
performing against your set goals.
• Top Key Phrases from search engines
• Top Referring Websites
• Site Content Popularity
• Site Bounce Rate
Avoid Data Overload!
Identify the key metrics that tell your how your site is
performing against your set goals.
• Top Key Phrases from search engines
• Top Referring Websites
• Site Content Popularity
• Site Bounce Rate
Top Keywords and Phrases from search engines
Question: Are people searching for SIU or
SIUC?
Top Referring Websites
Question: Is social media bringing relevant
traffic?
Site Content Popularity: All Pages
Site Content: Landing Pages & Traffic Sources
Question: Is our new content
focus performing well?
Site Bounce Rate
Source: KISSMetrics
The key is context
“What am I looking at?”
What question are you
trying to answer?
Conversion goals
If you have a page on your site that represents the completion of a
user action, that’s your goal conversion page.
GOALS
PAGE
ACTION
GOAL
HOW
HOME
sign up for
newsletter
fill out
sub request
pop-out window
with info
ABOUT
SERVICES
connect on linked
click on a button
in
email quote
request
headlines,
subheads, bullet
copy
great copy, before
big, huge button
& after, list of
to form page
services
Remember this?
PAGE
ACTION
GOAL
HOW
Other metrics and
measurement tools
New vs. Returning Visitors
Do new visitors leave your site quickly? Or are they engaged and looking around
more? While in launch mode, focus on new visitors as a metric. When looking at
content engagement and effectiveness, focus on returning visitors.
Visitor Behavior: Averages Lie!
Frequency - Count of Visits – Number of times the same person comes back
Recency - Days Since Last Visit – How long it’s been since they've been to your site
Visit Duration - How long they stay on your site in a single visit
Page Depth - Number of pages they view in a single visit
Google Analytics URL Builder (Google it!)
Add these tags to your links to track incoming traffic from
your e-mails, social media campaigns
The Annotations Tool
Custom Dashboards
Custom Dashboards
Traffic
Custom Dashboards
Demographic
s
Custom Dashboards
Behavior
Tools and Resources
Google Analytics Education (Videos and more):
goo.gl/mGpDG
Google Analytics Support:
goo.gl/dKOkS
Google Analytics Blog:
goo.gl/fQDWC
Google Analytics Reporting Tools (Excel Plugins and more):
goo.gl/zzA66
Google Analytics URL Builder:
goo.gl/MB6zX
Thanks!
keidra@gmail.com
www.keidrachaney.com
@kdc