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Content Marketing Retreat Using Google Analytics Tim Frick January 26 & 27, 2012
| Date post: | 27-Jan-2015 |
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Technology |
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Content Marketing RetreatUsing Google Analytics
Tim FrickJanuary 26 & 27, 2012
Part OneMeasure
Measure What MattersFigure out the specific data that’s important to you.
• Is what we are doing having an effect?• If so, how much?• How is it affecting customer behavior?
What to ask?
BenchmarksMetrics data is often worthless unless you have something to compare it to.
What to Measure?Just because you can, should you?
Maintain a list of everything you can measure.
WHAT CAN I MEASURE?
• Number of files downloaded
• Number of files downloaded• Net unique visitors to website
WHAT CAN I MEASURE?
WHAT CAN I MEASURE?
• Number of files downloaded• Net unique visitors to website• Number of click-throughs to site
from specific social network
WHAT CAN I MEASURE?
• Number of files downloaded• Net unique visitors to website• Number of click-throughs to site
from specific social network• Event attendance
WHAT CAN I MEASURE?
• Number of files downloaded• Net unique visitors to website• Number of click-throughs to site
from specific social network• Event attendance• Average amount per transaction
Maintain a list of everything you should measure.
What youcan
measure
What youshould
measure
Whatreally
matters
OVERVIEW
MOBILE DEVICE DATADo you need a mobile-specific site?
GA ANNOTATIONSProvide context for traffic patterns.
EMAIL CAMPAIGNSIntegrated With Google Analytics
Image: http://analytics.blogspot.com/2009/03/tips-for-tracking-email-marketing.html
EMAIL CAMPAIGNSUse Google URL Builder
Image: http://www.roirevolution.com/google-analytics/google-analytics-url-builder.php
GA GOALSHelp define business objectives:
GA GOALSHelp define business objectives:
• Time on site
GA GOALSHelp define business objectives:
• Time on site• Pages/visits
GA GOALSHelp define business objectives:
• Time on site• Pages/visits• URL Destination
GA FUNNELSDo users meet those objectives?
GA EVENTSWhat are they?
TRACKING E-COMMERCEWhat can you do?
Image from SEO Horizon
TRACKING E-COMMERCE What can you do?
• Flag GA Account as e-commerce.
TRACKING E-COMMERCE What can you do?
• Flag GA Account as e-commerce.• Input unique e-commerce
tracking code.
TRACKING E-COMMERCE What can you do?
• Flag GA Account as e-commerce.• Input unique e-commerce
tracking code.• Track item inventory data.
(SKU, labels, etc.)
TRACKING E-COMMERCE What can you do?
• Flag GA Account as e-commerce.• Input unique e-commerce
tracking code.• Track item inventory data.
(SKU, labels, etc.)
• Generate e-commerce report.
HOSTED THIRD-PARTY SOFTWAREHow to track it?
• Modify GATC on both sites.‣ Exit page of your site.
‣ Entry page of third-party software
• Generate report.
HOSTED THIRD-PARTY SOFTWAREHow to track it?
If 3rd party system doesn’t allow tracking:•Track clicks on ‘donate’ buttons et. al.
•Track page callbacks from payment gateway site.
Part TwoIterate
Topics• Measuring Traffic
Topics• Measuring Traffic• Social Media Metrics
Topics• Measuring Traffic• Social Media Metrics• The Return
MEASUREMENTIt’s an iterative thing
Measure: Qualify data as relevant.
MEASUREMENTIt’s an iterative thing
Measure: Qualify data as relevant.Analyze: Interpret and draw insights.
MEASUREMENTIt’s an iterative thing
Measure: Qualify data as relevantAnalyze: Interpret and draw insightsReport: Provide actionable items
Yeah, but...so what?What do I do with all this info?
QUESTIONS TO ANSWER
• How many visitors, leads, customers? • Which social networks are driving traffic?• What’s driving them to you?• Are they becoming customers? • Why or why not?• How can you give them a more engaging
and rewarding experience?
TO-DO LIST: WEBSITE
• Create better user experience• Tweak site performance: speed, reliabilty• Optimize for SEO: code, graphic, etc.• Streamline checkout process• Create custom landing pages• Do split testing• Focus groups, user testing, etc.• Heatmapping• Lather, rinse, repeat
Part ThreeNew Features
SOCIAL ANALYTICS
SOCIAL ENGAGEMENT
SOCIAL ENGAGEMENTSocial Actions Report
SOCIAL ENGAGEMENTSocial Pages Report
CUSTOM DASHBOARDSMake it yours.
WEBMASTER TOOLS
INTEGRATED WEBMASTER TOOLS
INTEGRATED WEBMASTER TOOLS
TIM: THE REPORTS LISTED IN THE NOTES BELOW ARE NOT
INTEGRATED. THEY ARE STILL ONLY IN WEB TOOLS.
REAL TIME DATAWho’s here now?
MULTI-CHANNEL FUNNELSAssisted Conversions
MULTI-CHANNEL FUNNELSTop Conversion Paths
Image source: Google Analytics Blog
MULTI-CHANNEL FUNNELSMulti-Channel Funnels Overview
Image source: Cardinal Path
MULTI-CHANNEL FUNNELSTime Lag
Image source: PPCHero
MULTI-CHANNEL FUNNELSPath Length
Image source: Ask-Susan.com
VISITOR FLOWWhere are visitors going?
GOAL FLOW VISUALIZATIONView reverse paths
Image source: Google Analytics Blog
