This presentation introduces you to several concepts in Google Analytics that allow you to learn what your customers really want from your business.

1. HOW TO LEARN WHAT YOUR CUSTOMERS
WANT – WITH GOOGLE ANALYTICS
Will Marlow, LLC

2.  Founded in 2012
 Google AdWords Certified Partner (2x) Search &
Display
 Bing & Yahoo Accredited
 Google Analytics Certified
 Specialize in data-driven marketing for organizations
Will Marlow, LLC

3.  PPT will be available at slideshare.net/willmarlow
 Notes will be available at willmarlow.com/blog
 Please interrupt!
Presentation

4.  How does Google Analytics work?
 What can you do with Google Analytics?
 You’ll learn some things that you can do yourself
 Other things you’ll probably want to hire someone to do
for you.
Presentation Agenda

5.  Free
 Track user behavior on your website
 Uses only non-invasive third-party cookies
 Measure everything from basic activity (right away) to advanced
actions (customization required)
Google Analytics – Quick Introduction

6. What can you do with Google Analytics?
• Listening
• Measuring
• Testing

7. What is Listening?
 What content on your website is most popular?
 What keyword data are people looking for to find you?
 What keyword data are people searching for on your website
itself?
 What links, CTAs, and PDFs, are people clicking on?

8. Content Popularity

9. Content Popularity

10. Content Popularity

11. Content Popularity
Advanced
Filtering by
URL Keyword

12. Internal Site Search

13. Internal Site Search

14. Internal Site Search

15. Event Tracking – You Define It

16. Event Tracking – You Define It

17. Event Tracking – You Define It

18. Event Tracking – You Define It
Advanced
Filtering by
URL Keyword

19. What can you do with Google Analytics?
• Listening
• Measuring
• Testing

20. What is Measuring?
 This is all about measuring specific outcomes – goal tracking.
 As well as visitor paths – funnel visualization.
 Counting revenue– e-commerce tracking.

21. Goal Tracking Create
Multiple Goal
Definitions

22. Goal Tracking
REVENUE
GOAL /
LEADS
CONTACT
SUBMISSION

23. Measuring Goals

24. Measuring Goals

25. Measuring Revenue

26. Measuring Revenue from Keywords
Keyword A
Keyword B
Keyword C
Keyword D
Keyword E
Keyword F
Keyword G
Keyword H
Keyword I
Keyword J
Note:
keywords are
obscured

27. Multi-Channel Funnels

28. What can you do with Google Analytics?
• Listening
• Measuring
• Testing

29. Experiments – Version A
Headline “A”
Note URL

30. Experiments – Version A vs. B
Headline “B”
Note NEW URL

31. Results of Experiments

32. Let’s set some stuff up.

33. If you want help measuring what your customers want on
your website, let’s talk.
Will Marlow
will@willmarlow.com
m. 202.577.3350
Thank you.