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! [email protected] www.keidrachaney.com @kdc