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 Click On "Admin" Then Click New Account Fill in your info...

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 ) 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 OPTION 3: Paste the code into your theme's header.php file, just before the 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: 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

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

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 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 quote request big, huge button to form page great copy, before & after, list of services

Remember this? PAGEACTIONGOALHOW

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 s, social media campaigns

The Annotations Tool Click this!

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!