1. Google Analytics for Small Business Presented by: Keidra Chaney

2. What we will cover Google Analytics Key Metrics What to Measure on your site Goals and Conversions More Resources

3. 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

4. (Kinda) Hands-On

5. Think before you do!

6. Getting Set Up

7. Getting Set Up in Google Analytics Create an account at www.google.com/analytics Click On "Admin" Then Click New Account Fill in your info...

8. Get Your Tracking Code Your Site's Unique Tracking ID The Tracking Code

9. 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. The code should be in the section of your site 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 tag.

10. Installing The Tracking Code on Blogger Just Enter Your Tracking ID

11. 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!

12. Google Analytics Key Terms

13. Pageviews: Every time a visitor views a web page on a site Unique Visitors: The number of individuals who have been to your site during the date range Average Number of Pages Viewed per Visit (2-3 is typical) Bounce Rate: Percentage of visitors who leave after viewing only one page Visitors Overview: The Basic Stats Date Range, Defaults to last 30 days The Info On the Graph Each Dot On the Graph Visits: Someone comes to your blog, views 1+ pages, then leaves If you click on these graphs, it will take you to more info about those stats

14. What to Measure on Your Site

15. 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

16. 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

17. 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

18. 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

19. Top Keywords and Phrases from search engines

20. Question: Are people searching for SIU or SIUC?

21. Top Referring Websites

22. Question: Is social media bringing relevant traffic?

23. Site Content Popularity: All Pages

24. Site Content: Landing Pages & Traffic Sources

25. Question: Is our new content focus performing well?

26. Site Bounce Rate Source: KISSMetrics

27. The key is context

28. “What am I looking at?”

29. What question are you trying to answer?

30. Conversion goals If you have a page on your site that represents the completion of a user action, that’s your goal conversion page.

32. GOALS PAGEACTIONGOALHOW HOME sign up for newsletter fill out sub request pop-out window with info ABOUT connect on linked in click on a button headlines, subheads, bullet copy SERVICES email quote request big, huge button to form page great copy, before & after, list of services

40. Remember this? PAGEACTIONGOALHOW

41. Other metrics and measurement tools

42. 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.

43. 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

44. Google Analytics URL Builder (Google it!) Add these tags to your links to track incoming traffic from your e-mails, social media campaigns

45. The Annotations Tool Click this!

46. Custom Dashboards

47. Traffic

48. Custom Dashboards Demographic s

49. Custom Dashboards Behavior

50. 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

51. Thanks! keidra@gmail.com www.keidrachaney.com @kdc