Google Analytics 101 for Car Dealerships - Getting Started!

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1 Google Analytics 101 for Car Dealerships - Getting Started! How to use this remarkable tool to get detailed background info on your customers and their online path to your Website with Glenn Pasch, COO PCG Digital Marketing Moderated by Mike Bowers, Executive Editor - DealersEdge

2 Glenn Pasch, COO PCG Digital Marketing Glenn Pasch is the COO of PCG Digital Marketing. He has more than 20 years of experience in training and managing individuals. He has worked in the direct marketing industry, including handson sales training, project management, as well as organizational development and performance consultant services. He has a proven track record of leading diverse teams of professionals to new levels of achievement in a variety of highly competitive markets and fast paced environments. In addition, he personally coached thousands of front line sales and customer service agents as well hundreds of management personnel. He continues to author articles for industry publications as well as continuing his successful Side by Side Coach Blog. He is a speaker whose energetic, straight forward style of coaching and training connects with audiences and leaves them with tangible tools they can utilize immediately. Glenn Pasch is a member of SOCAP, ATA, ICF and The American Society for Training and Development as well as a member of the Board of Directors for the NY Metro Chapter of the ATA.

3 Presented by: Glenn Pasch COO PCG Digital Marketing

4 Basics of Google Analytics How to set up Google Analytics (or get shared access from your website provider) Basic Terminology What are Unique Visitors, Page Views, Bounce Rate Interface Overview What is the timeline, how to compare dates & values What are "Goals"? Scheduling a Report Warning Signs in the Data Learn and Implement Testing & changes for Improvement

5 How to set up Google Analytics Google Analytics lets you measure your advertising ROI as well as track your Flash, video, and social networking sites and applications. Go to: Sign up with the address you use for all your other Google accounts, Webmaster Tools, Places, AdWords, etc.

6 How to set up Google Analytics

7 Creating an Account

8 Setting up a new account AnyNameYouWant

9 Your last name First Name

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11 Copy the code & give to web team Wait hours before statistics start to compile Best to compare data Year over Year!

12 Dashboard Lets take a look at these Terms

13 Google Analytics Common Terms Visits: A visit to your site is when the Google Analytics tracking code is triggered on a user s entrance to the site. Pageviews: # of pages viewed by the visitors. Bounce Rate: % of visitors that view one web page and leave the site.

14 Visitors Overview

15 Traffic Sources Dashboard

16 Comparing Dates

17 What are "Goals"? Goal conversions are the primary metric for measuring how well your site fulfills business objectives. A goal is a website page which a visitor reaches once they have completed a desired action, in our case, a Form Submission. How can goals help me? Once set, you'll see conversion rates and where traffic came from for that conversion You can also define a "funnel path" for each goal. A funnel path is the path you want visitors to take to reach a goal. Defining a funnel path allows you to monitor how frequently visitors who begin a conversion process actually complete it.

18 Goal Analysis Reports

19 Scheduling a Report

20 Scheduling a Report Weekly or Monthly reports are best Try not to focus on the daily numbers as they may not show great enough change to take action

21 Warning Signs in the Data Watch out for High Bounce Rates! But be sure you know what you re looking at Bounce rates should be below 20% on traffic coming from Searchers using your Company Name to get to your site Bounce rates will be higher on keywords that do not directly match the products or terms in the way you relate to them: IE A Honda dealer may have a VERY HIGH Bounce rate on a Buick keyword.

22 Learn & Implement Testing A high bounce rate indicates Visitors did not like what they first say TEST a new layout for the page or update your design

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24 Presented by: Glenn Pasch COO PCG Digital Marketing