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Is Google Analytics Giving You The Whole Story?

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Upgrade to Universal Analytics and Tag Manager to enhance reporting and improve overall data collection on visitor behavior for your site.

Is Google Analytics Giving You The Whole Story?

  1. 1. THE FRESH INTELLIGENCE ROUNDTABLE SERIES x
  2. 2. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Google Analytics Tracking Code Google Analytics (ga.js)
  3. 3. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Google Analytics Tracking Code Universal Analytics
  4. 4. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Upgrading to Universal Analytics
  5. 5. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Upgrading to Universal Analytics
  6. 6. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Benefits of Universal Analytics  New Google standard for accurate tracking  More reporting features  More in-depth data on visitors to your site  Ability to setup custom dimensions and metrics  All new Google Analytics profiles are automatically setup on Universal Analytics
  7. 7. THE FRESH INTELLIGENCE ROUNDTABLE SERIES One Code To Rule Them All?  Google Tag Manager  https://www.google.com/tagmanager/  1x implementation on site  Add tracking pixels & verification codes through browser
  8. 8. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Audience Overview: What’s Happening On My Site?
  9. 9. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Audience Overview: What’s Happening On My Site?
  10. 10. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Audience Overview: What’s Happening On My Site? • Derive Meaning ▫ Select comparative date range ▫ Have visits increased? Decreased? Remained flat? ▫ Major shifts in bounce rate or new visitors? • Take Action ▫ Are you aware of any recent changes in:  Marketing activities  PR coverage  Offline events ▫ Move onto Traffic Sources to determine cause of increase or decrease in visits
  11. 11. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Audience Overview: What’s Happening On My Site? Black Friday Sale
  12. 12. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Audience Overview: What’s Happening On My Site? Onsite Poll
  13. 13. THE FRESH INTELLIGENCE ROUNDTABLE SERIES New Report: Acquisition > Channels
  14. 14. THE FRESH INTELLIGENCE ROUNDTABLE SERIES All Traffic: How Did Visitors Find Your Site  Traffic Source Types  Direct to Site  Organic Search  Paid Search  Referral  Social  Email  Referral sources include social media, press releases & blogs  Create Custom Types  Display  Blog
  15. 15. THE FRESH INTELLIGENCE ROUNDTABLE SERIES All Traffic: How Did Visitors Find Your Site?
  16. 16. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Behavior: What Content Are People Interested In? Behavior > Site Content > All Pages
  17. 17. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Behavior: What Content Are People Interested In?  Look for Opportunities  What pages of your site are visitors drawn to?  What pages do people visit, then immediately leave your site?  Take Action  Popular Content  Create more content of a similar nature  Send relevant paid search traffic here  High Bounce Rate  Revise the text on the page  Misleading keywords?  Try a new layout
  18. 18. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Goal Conversions
  19. 19. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Goal Conversions
  20. 20. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Goal Conversions: Ecommerce
  21. 21. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Event Tracking – Capture On Page Engagement Special Event Sign-Up
  22. 22. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Event Tracking – Capture On Page Engagement Hero Image & Featured Box Traffic
  23. 23. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Event Tracking – Capture On Page Engagement Ad Banner Click-Thru
  24. 24. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Event Tracking – Capture On Page Engagement
  25. 25. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Event Tracking – Capture On Page Engagement
  26. 26. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Event Tracking – Capture On Page Engagement
  27. 27. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Calculate Advertiser Click-Thru-Rates  Clicks/Sessions = Average Click-thru-Rate (CTR)  Example: 750 events (banner clicks)/ 150,000 sessions  0.50% CTR
  28. 28. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Event Tracking – Capture On Page Engagement Embedded Video
  29. 29. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Event Tracking – Capture On Page Engagement
  30. 30. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Event Tracking – Capture On Page Engagement
  31. 31. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Event Tracking – Capture On Page Engagement
  32. 32. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Event Tracking – Capture On Page Engagement
  33. 33. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Event Tracking – Capture On Page Engagement Product Purchase Details
  34. 34. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Event Tracking – Capture On Page Engagement
  35. 35. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Event Tracking – Capture On Page Engagement
  36. 36. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Event Tracking – Capture On Page Engagement
  37. 37. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Google Analytics Reports: Email Please! Enter Your Email Address How often & for how long do you want to receive the reports?
  38. 38. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Google Analytics Reports: Email Please! Select Report Format
  39. 39. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Thank You! Presentation Available: http://www.slideshare.net/KateHamiltonMiller

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