Google Analytics: Connecting the Digital Marketing Dots. Becky Vardaman, Converge Consulting Jay Kelly, Converge Consulting

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1 Google Analytics: Connecting the Digital Marketing Dots Becky Vardaman, Converge Consulting Jay Kelly, Converge Consulting 1

2 Has This Ever Happened To You? I have a meeting with my VP in two hours. I need a Google Analytics Report! 2

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4 The analysis of qualitative and quantitative data from your website and the competition, to drive a continual improvement of the online experience that your [audiences, and potential audiences] have, which translates into your desired outcomes (online and offline). Avinash Kaushik The Book & Blog: Author, Web Analytics: An Hour A Day Blog, Occam s Razor 4

5 Web Analytics Doesn't Start Here 5

6 Web Analytics: A Continuous Process 6

7 Web Analytics: A Continuous Process 7

8 Who Has a Web Analytics Plan? 8

9 Create a Plan: Goals 9

10 Web Analytics Framework 1 Business Objectives 2 Website Goals 3 Key Performance Indicators (KPIs) 4 Targets 5 Segments 10

11 Web Analytics Framework 1 Business Objectives 2 Website Goals 3 Key Performance Indicators (KPIs) What is your top business objective? 4 Targets 5 Segments 11

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13 Web Analytics Framework 1 Business Objectives 2 Website Goals 3 Key Performance Indicators (KPIs) How does your website help you reach that objective? 4 Targets 5 Segments 13

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15 Web Analytics Framework 1 Business Objectives 2 Website Goals Key Performance 3 Indicators (KPIs) 4 Targets What relevant web metrics can be used to measure your website goals over time? 5 Segments 15

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17 Web Analytics Framework 1 Business Objectives 2 Website Goals 3 Key Performance Indicators (KPIs) How do you rate success? 4 Targets 5 Segments 17

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19 Web Analytics Framework 1 Business Objectives 2 Website Goals 3 Key Performance Indicators (KPIs) What visitor attributes will provide meaningful insights? 4 Targets 5 Segments 19

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22 Web Analytics Framework 1 Business Objectives 2 Website Goals 3 Key Performance Indicators (KPIs) 4 Targets 5 Segments 22

23 How works

24 Tracking Code 24

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26 Not Tracked By Default Data structure File downloads Outbound links In-page events Flash animation Embedded videos E-commerce transactions Keyword grouping Visitor types / labels Segmenting visitors Tracking error pages Tracking internal site-search usage 26 Defining & monetizing goals

27 Universal Analytics 27

28 Think trends and context

29 Numbers Rarely Speak for Themselves I have 2,000 page views, 70% returning visitors and an 80% bounce rate! 29

30 Primary Web Analytics Tasks 1. Measure quantitatively and qualitatively 2. Continuously improve your website 3. Align your measurement strategy with your overall organizational strategy What other things are you using web analytics for? 30

31 Goal reports

32 Types of goals URL destination Time on site Pages / visit Event Goal completed when visitor views defined URL Goal completed when visitor spends X amount of time on site Goal completed when visitor views X number of pages on site Goal completed when visitor takes a predefined action

33 Faith.ND.edu Goal #1 Subscribe to Daily Gospel Reflection

34 Faith.ND.edu Goal #2 More than 3 minutes (180 seconds) on the site

35 Faith.ND.edu Goal #3 Greater Than 9 Pages/Visit

36 Understanding alumni behavior

37 Demographics Location Language 37

38 Visitor Loyalty New vs. returning visitors Frequency and recency 38

39 Investigate: Who Are They? 35%!

40 Mobile Users Segment 40

41 Mobile Users Segment Lenten Sunday Reflection Series Pray with Today s Saint

42 Understanding where visitors come from

43 Buckets of traffic Direct Search engines Referrals Campaigns Visitors who come directly to the website using the domain name. By default, GA tracks 20+ different search engines. Links that appear on other websites. Custom! You decide.

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45 Faith.ND.edu

46 Campaign tracking

47 Campaign Tracking

48 Faith.ND.edu Campaign Tracking: Tagging

49 SEO report

50 SEO Report Basic Keyword Report 50

51 SEO Report Exclude Brand Terms 51

52 SEO Report Example: The New School 52

53 Traffic Dashboard: Sources (The New School) 53

54 Content report

55 Content Reports The Challenge: URLs make it hard to understand content reports.

56 Content Reports The Solution: Include Page Titles Filter

57 Content Reports The Solution: Include Page Titles Filter The Solution: Include Page Titles Filter

58 Social report

59 Social Report Network Referrals 59

60 Social Report Conversions

61 Dashboards

62 Faith.ND.edu The Challenge: Not sure where to start in the reporting.

63 Faith.ND.edu The Solution: Dashboards!

64 Must Have Information Goal completions (transactions, engagement) Demographics New vs. returning, frequency/recency Mobile traffic Direct vs. referral 64

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66 Questions?

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69 Identical links stats [image]

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73 See You at Taste of Kansas City Dinner!