De Paul2011 Seminar G Av3

Full-service online + interactive marketing firm

Web Analytics: Measuring your
Website Effectiveness
Presented to: DePaul University

4/25/2011

About Marcel Media

Marcel Media is full service interactive marketing agency specializing
in Search Engine Marketing (SEM).

We partner with organizations to provide creative and customized
marketing solutions such as Social Media, Interactive Facebook
Applications, Search Engine Optimization (SEO), Conversion
Optimization, Website Development and Web Analytics.

@marcelmedia

Facebook.com/marcelmedia

www.marcelmedia.com/blog

4/25/2011 3
2
3

About Kelly Cutler

Kelly Cutler is the CEO of Marcel
Media, a Chicago-based, interactive,
marketing firm specializing in Search
Engine Marketing.

Beginning her career in 1997 with
companies including AOL and
Classified Ventures, Kelly’s
achievements include serving as the
first woman president of the Chicago
Entrepreneurs’ Organization,
instructing at the University of
@kfcutler
Chicago and DePaul University, and
speaking on industry topics across
the country. /in/kellycutler

4/25/2011 3

Agenda

• About Marcel Media
• About Kelly Cutler
Intro • Intro to Interactive Media
• Intro to Google Analytics

Google • Getting Started: Basic Training
• Setting up your Dashboard
Analytics: • Analytics Overview
The Basics • Analyzing Traffic, Visitors, and Content

• Defining Goals & Tracking Conversion
Goals & • Creating Goals & Conversion Funnels
Conversions • Automatic & Custom Reports
• Advanced Segments

4/25/2011 4

What is Interactive Marketing
Interactive Marketing is a collaboration of a variety of methods and
techniques related to online marketing. Such as, Search Engine Marketing,
Search Engine Optimization, Pay-Per-Click Advertising, Social Media,
Website Development, Website Analysis and Online Media.

4/25/2011 5

Google Analytics:
Getting Started

4/25/2011 6

What is Google Analytics:
Google Analytics is a free, web-based, page-tagging analytics
solution.

• By adding analytics to a website, you can view and learn
valuable information about your website, such as referring
traffic and keywords searched to land on your site

About the tool:
•Colorful
•Clean reports
•Clear labels
•Fully customizable
•Easy campaign creation
•Advanced capabilities

4/25/2011 7

Google Analytics: Capabilities

What Analytics Can Do:
• Filter out internal traffic

• Track across multiple domains

• Easy tagging for all online marketing (including email signatures)

• Track e-commerce

• Set defined goals

• Track outbound links, PDF downloads
and form submissions

• Add cookie data to forms via Google
Analytics tracking cookie

• Set up tracking funnels and watch
abandonment points

4/25/2011 8

Getting Started
First Steps:
1. Sign up for a Google Account.
2. Get the Tracking Code from Google.
3. Put the Tracking Code on your site.
4. Make sure Google confirms you did
it right.

Signing up for Google Account
1. You can sign up at www.google.com/analytics
2. Google will then ask you for the site you wish to track as well
as some basic contact information.
3. Once this is complete Google will take you to your New
Tracking Code.

4/25/2011 9

Google Tracking Code
Adding the code to
your site:

1. Copy the code that
Google provides.

2. If you have FTP access
to alter content on
your site, adding code
is a simple thing.

3. If using flat HTML
pages, you will need
to go through each
page that you want
tracked on your server
and add the code before the ending Body tag of <BODY>.
4/25/2011 10

Google Analytics Installation

HTTP Coding: Place above </head> for advanced tracking
Here’s what the actual HTTP code looks like:
<script type="text/javascript">
var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." :
"http://www.");
document.write(unescape("%3Cscript src='" + gaJsHost + "google-
analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E"));
</script>
<script type="text/javascript">
try {
var pageTracker = _gat._getTracker("UA-233062-1");
pageTracker._setDomainName(".ncsasports.org");
pageTracker._setAllowLinker(true);
pageTracker._trackPageview();
} catch(err) {}</script>

The code should go on every page to be tracked.

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Installing Analytics Code to WordPress

There are 3 ways to install Google Analytics to WordPress: Direct Paste,
functions.php, and plugins.

Direct Paste:
Copy the code that you received and paste it in your theme’s footer.php right
above the </body> tag.

Functions Method:
Add the following code in your theme’s functions.php file and don’t forget to
past your Analytics code here.

.

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Installing Code to WordPress
Plugins Method:

There are tons of plugins available to add Google Analytics to your site. The two that
we recommend are:
• http://wordpress.org/extend/plugins/google-analytics-for-wordpress/
• http://wordpress.org/extend/plugins/google-analyticator/

Once you have installed Google Analytics in your site, you can go back to the screen
from Step 6 and click Save and Finish. Then you will be taken to the overview of
your site’s analytics.

.

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Google Analytics: Dashboard
The Dashboard is your gateway to all the information about your site.

• Customize
dashboards by
user

• Change Dates

• Compare Dates

• Month, week,
and day views

• One click
export and
email reports

• Over 30,000
possible reports
out of the box
4/25/2011 14

Customizing your Dashboard

Understanding the Sidebar

• Dashboard: Use this to get back to your main
Dashboard

• Visitors: Use this to find out more information
about the visitors to your site

• Traffic Sources: Use this to find out where your
visitors are coming from so you can adjust Ads

• Content: Use this to find out about your
content, what’s working, what’s not, etc.

• Goals: Use this to set goals to see how well your
site is measuring up to what you want it to be
doing

4/25/2011 15

Customizing your Dashboard
Adding, Removing and Adjusting Reports on your Dashboard

Adding Reports: Using the sidebar, choose the section and report you want.
Click the “Add to Dashboard” button, on the top left corner of the browser.

Removing Reports: On your main Dashboard screen, scroll down to the report
you want to remove. Click the “X” in the upper right corner.

Changing Placement of Reports: Drag and drop reports where you want them
once they have been added to your Dashboard.

4/25/2011 16

Google Analytics: Key Performance Indicators
1. Pages per Visit: Average number of pages viewed during a visit to
your site - repeated views of a single page are counted

2. Average Time on Site: Average duration of a visit to your site

3. % New Visits: Percentage of visits by people who had never visited
your site before

4. Bounce Rate: Percentage of single-page visits (i.e. visits in which
the person left your site from the entrance page). Over 60% is
below is standard. 40%-60% is ideal. Below 40% is optimal.

4/25/2011 17

Tips for Leveraging Google Analytics

1. Search engines report – paid/non-paid: This report shows Search
Engine referral traffic in two forms: paid and non-paid traffic.
2. Tagging: Add customized tags
to your online marketing
campaigns to manipulate the
cookie values of visitors to your
website.
3. Filters: Ensure the data does not
include internal or irrelevant
information. Filters can exclude
visitors from either Domains or Static
IP addresses.

4/25/2011 18

Analyzing Traffic Sources

Direct Traffic: Comes from people that type your website address directly
in the browser or click on a bookmark

Referral Traffic: Traffic sent from other websites. This means that you have
a link on another website, or you post a link or an article on another website.

Search Engine Traffic: Traffic that your website receives from search
engines. Here you can see the non-paid traffic or paid traffic. If you pay for
a service like Paid Search knowing what paid keywords sent you traffic and
what was the bounce rate, could be useful.

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Analyzing Visitors
• In the graph below, you can see that this site has 87 Unique Visitors, but 138
visits. This means that a good portion of our site traffic is repeat traffic.

• If your strategy is to build an online community or retain repeat customers,
then repeat visitors is good news.

4/25/2011 20

Analyzing Content
The Content report is helpful to learn what content on your site is viewed the
most. On this report, you can see various URLs on your site and the number of
times it has been viewed.

What else can you learn from the Content Report?

• How visitors entered the site

• What page visitors left the site on

• What pages were the most popular

Why is this useful?

•Insight on how to keep users on your
site longer

•Highlight a call to action such as,
filling out a contact forms or signing
up for a newsletter

4/25/2011 21

Goals
Understanding Goals in Google Analytics

Business Visitor Success
Objective Action Measure

Complete Contact
Generate Leads Form_submitted.html
Form
Common
Examples Drive Loyalty Sign up for Newsletter Subscription_confirmed.ht
ml

Drive Revenue Complete a Purchase Thankyou.html

Raise Awareness Whitepaper Download a Download_redirect.html

4/25/2011 22

Creating Goals
Step 1: Enter Goal Information

Goal Name:
Make it obvious so that you know what it refers to

Active Goal:
Set to on for goal information to be collected

Goal Type:
This is usually the default of the URL destination, such as the thank you page

4/25/2011 23

Creating Goals
Step 2: Goal Details (most important)

Match Type: This tells analytics to record a goal for a condition when the page
viewed by the visitor matches your goal URL.

Goal URL: For a “thank you page” this will be the web address of the landing page.

Case Sensitive: Best to avoid this option as it can exclude some pages.

Goal Value: This should be the total revenue generated by form submission divided
by the number of submissions.

4/25/2011 24

Creating Goals & Tracking Conversions
Step 3: Tracking Conversions

Conversion Funnel:
Is the path a customer takes from
entering your site through the
checkout process and finally the
end goal being the purchase or
signup confirmation page.

4/25/2011 25

Conversion Funnel Overview
When you have new registrations, and analytics updates, you will be able
to see your stats using the “Defined Funnel Navigation” report.

4/25/2011 26

E-Commerce Tracking
Analytics E-Commerce Reporting: With E-Commerce tracking, each user's transaction
information is sent to the Google Analytics database as it occurs. Analytics can then
link a specific referral source to a conversion or purchase.

Items that can be tracked:
• Product purchased
• Sales revenue
• Conversion Rate
• Number of times people visited
your site before purchasing

Step 1: Enable e-commerce reports
Step 2: Add Google Analytics
tracking code to receipt page
Step 3: Add e-commerce code into
your basic analytics tracking code

4/25/2011 27

Example of Google Analytics E-Commerce Tracking Code

4/25/2011 28

Setting up Automatic Reports
Once you're viewing the report you would like to have emailed to
you:

1. Select the "email" button located above and towards the right of the
trending graph (Trending graph being the big graph at the top of all the
reports).

2. This will bring
you to the "Setup
Email page".

3. From there select
the "schedule" tab,
you'll then have the
option to schedule
the report for delivery daily, weekly, monthly or quarterly.
4/25/2011 29

Custom Reports: Filters
Filters are used to customize your analytics reports and clean up and define your data.
You can use the filter manager to create new filters.

2 Types of Filters:
• Predefined Filters
• Exclude all traffic from a domain
• Exclude all traffic from an IP Address
(usually company traffic)
• Include only traffic to a sub directory

• Custom Filters (3 main parts)
• Filter types (6 different types are available in
analytics)
• Filter field
• Filter Pattern

Best Practice: Always maintain one unfiltered profile.
Once data passes through a filter it can not be reprocessed.
4/25/2011 30

Custom Filters: Filter Types
Exclude & Include
These are usually used to filter out traffic from a particular state or country
• Exclude: If the pattern matches, the hit is thrown away
• Include: If the pattern doesn’t match, the hit is thrown away

Lowercase & Uppercase
Do not require a filter pattern, just a filter field. They are very useful for consolidating line items
in a report
• Lowercase/Uppercase: Converts the field into all lowercase or uppercase characters

Search & Replace
Replace one piece of data with another. Often used to replace long URL strings with shorter URL
strings that is easier to read and identify in reports.
• Search/Replace: Search for a pattern within a field and replace it with something
else.

Advanced
• Construct a field from one or two other fields (Ex: append hostname to request URI)

4/25/2011 31

Filter Manager: Screen Shot

4/25/2011 32

Tagging Campaigns
Add customized tags to your online marketing campaigns to manipulate
the cookie values of visitors to your website.

Every URL Tag needs the following items:

• Campaign Source (utm_source)
• Campaign Medium (utm_medium)
• Campaign Term (utm_term)
• Campaign Content (utm_content)
• Campaign Name (utm_campaign)

Example:
http://www.example.com/?utm_source=searchengine&utm_medium
=cpc&utm_campaign=CampaignName&utm_content=AdGroup&utm_t
erm=keyword
4/25/2011 33

Advanced Segments
Advanced Segments :allow you to analyze subsets of your traffic that include visits
that only specific set of criteria i.e. visits from a certain geographic regions

Advanced Segments vs. Filters
• Advanced segments can be applied to historical data; filter profiles will only
filter traffic moving forward.
• Advanced segments are available across all profiles; filter profiles is only useful
for a specific web property
• Compare up to 4 advanced segments at once; filter
profiles can only be viewed one at a time
• Advanced segments are easier to create then a filtered
profile
• If you want to permanently affect the data show
i.e. only see CPC data, use a filtered profile

4/25/2011 34

Advanced Segments: Screen Shot

4/25/2011 35

Google Analytics:
Part II

4/25/2011 36

Google Analytics Annotations
The annotations feature allows users to make comments on graphs regarding events
specific to that day. Annotations are notes attached to a specific date.

• Click the tab below the graph to add a new annotation or see other
annotations that have been entered.
• Enter a note into the text area and next to “visibility” choose private or shared.
• Then any user with access to the profile can see it and are automatically tagged to
the profile that created it.

4/25/2011 37

Annotation Screenshot

4/25/2011 38

Google Custom Alerts

Automatic Alerts:
Google Analytics has an Intelligence Engine that monitors your traffic and
posts alerts when it sees an anomaly.

Custom Alerts:
Custom alerts lets you add on to automatic alerts, and tells Google to watch
out for specific things like monitoring and managing campaigns. If you are
running a campaign to a certain landing page, you can monitor the metrics of
that landing page (such as bounce rates, weekly revenue, new visitors) that
can be emailed to you either daily or weekly.

• Under Dashboard, click on Intelligence.
• You can import or copy in custom alerts, and share with colleagues.

4/25/2011 39

Google Alerts Tutorial Video

http://www.youtube.com/user/googleanalytics?blend=1&ob=5#p/u/16/SXLeInXYt0Q
4/25/2011 40

In-Page Analytics

In-Page Analytics: is a tool (currently in Beta) that allows you to take your
Google Analytics data and look at it in the context of your webpage. This
helps you to visualize reports.

• Access In-Page Analytics from “Content Reports” in Google Analytics

• The bubbles you see represent the percentage of clicks, on the page, that
went to the specified link

• When the bubble has a dotted outline, it means there is more than one
link to the same page (i.e. headline and picture both link to the same
page)

• The report can be noisy: the tool allows you to filter out low performing
metrics (or content with low link percentages) so you can see the most
significant links on the page.
4/25/2011 41

In-Page Analytics Cont.

• You can use advanced segments with in-page analytics to understand how
a segment of traffic interacts with a page (which can be applied through
the dropdown)

• Also shows top demographics (language/country) and top technical
attributes (operating system/screen resolution)

• Use filters within in-page analytics to filter traffic to show any visitor that
came in using a specific keyword, such as “t-shirts”

• Choose filter by “keyword” from the drop down, then in the value start
typing in the keyword you’re interested in and analytics will suggest
keywords that the page received traffic from so that you can auto-select
as well
• You can use the data for continued optimization and landing pages

4/25/2011 42

In-Page Analytics Tutorial Video

http://www.youtube.com/user/googleanalytics?blend=1&ob=5#p/u/11/Nl8GW3M_2h0
4/25/2011 43

Take a 15 minute break

4/25/2011 44

Key Resources & Experts

4/25/2011 45

Key Resources & Experts: Matt Cutts

Matt Cutts joined Google in
2000 as a Software Engineer
and is currently head of
Google’s Webspam team.

His blog advises the public on
how to get better visibility in
Google as well as webmaster
issues in general.
http://www.mattcutts.com/blog/

4/25/2011 46

Key Resources & Experts: Avinash Kaushik

Avinash Kaushik is the best
selling author of Web
Analytics: An Hour A Day.

He is the Analytics Evangelist
for Google and the Co-
Founder and CEO for Market
Motive, an Internet Marketing
Online Certification Site. His
http://www.kaushik.net/avinash/ blog Occam’s Razor is a great
resource for Web Analytics
and Reporting.

4/25/2011 47

Key Resources & Experts: Seth Godin

Seth Godin has written
thirteen best selling books
that have been translated
into over 30 languages.
Majority of his writing is on
Marketing and Leadership.

His blog is quite possible the
most popular in the world
http://www.sethgodin.com/ written by a single individual.
He blogs on everything from
internet to brand marketing
and everything in between.
4/25/2011 48

Key Resources & Experts: Search Engine Land
www.SearchEngineLand.com is a great resource for news
and information about search engine marketing,
optimization and how search engines such as Google,
Yahoo, Microsoft Live.com and Ask.com work for
searchers.

Search Engine Land offers in-depth “How to” articles to
give you better understanding of all things Search Engine
Marketing.

4/25/2011 49

Key Resources & Experts: HubSpot
www.HubSpot.com is an Internet Marketing site with
everything from blogs to webinars to help you better
understand Search Engine Optimization, Paid Search
Advertising, Social Media, SEO Tools, and actual Case
Studies so that you can see the resources in action.

4/25/2011 50

Key Resources & Experts: Website Grader
www.websitegrader.com
This awesome site walks you
through your site analysis to
see how your website is
doing.

•Does it have SEO problems?
•How popular is it in Social
Media?

You can find out all those
answers and more with their
Web Analysis Tool.

4/25/2011 51

Website Grader Exercise: Content Summary
Below is a summary for www.target.com. Type in a site URL that you would like to analyze. Once
entered, it will take you to that specific site’s summary.

In the Content Summary you will get the basic run down of the site content and content attached to
your site. This will tell you if the site has a blog attached as well as how many content pages are
indexed by the search engines.

4/25/2011 52

Website Grader Exercise: Image Summary
Below is a screenshot of the image summary. Here you can see how many images are
found and how many of those images are missing ALT text.

4/25/2011 53

Website Grader Exercise: Conversion Summary
The goal for most companies especially this one is quality leads and customers. The
only way people can come to your site and become a customer is through conversion
forms.

In this Conversion Summary, you will learn if your site has a conversion form available
as well as an RSS Feed to let people know when knew content has been added or
updated on your site or blog.

4/25/2011 54

Let’s try it!

4/25/2011 55

Advanced Tools

4/25/2011 56

Compete
Compete www.compete.com:

Compete provides digital insight and data into online
marketing and consumer behavior, as well as access to a
variety of solutions that help measure the an organizations
online advertising campaigns.

Analytics Tools

Search Analytics-
Enter a site or a category; get a list of keywords referring traffic to it or Enter a keyword; get
a list of sites it refers traffic to.

Referral Analytics-
Enter a site or a category; get a list of other sites referring traffic to it, or Enter a site or a
category; get a list of other sites getting traffic from it.

Ranked Lists –
Allows you to see the top ranked websites on the Internet

4/25/2011 57

Quantcast
Quantcast - www.quantcast.com

A media measurement tool that gives you key insight into your online
audience and helps companies find and reach their target market.

Their tools enable the direct-measurement of traffic and audience
characteristics, empowering both publishers and marketers to operate in a
more connected and transparent way throughout strategy, buying, selling and
evaluation phases of a campaign.

4/25/2011 58

Quantcast Insights

4/25/2011 59

Nielsen
Nielsen - www.nielsen.com
A recognized global leader in research, ratings, and data for all types of media. Nielsen
provides reports containing information and metrics on consumer behavior, their clients
receive up to date data that highlights what consumers watch and buy to better help
companies target their marketing and advertising campaigns.

Nielsens blog, nielsenwire, is a great resource that highlight latest industry news and
top stories http://blog.nielsen.com/nielsenwire/.

The Nielsen Company measures activity and engagement at every consumer
touchpoint – from TV screens to smartphones, from viral videos to shopping carts.

What they measure:
• Retail
• T.V.
• Online
• Mobile
• Cross Platform
• Radio
• Consumer Confidence
4/25/2011 60

Google Insights

4/25/2011 61

Google Website Optimizer

4/25/2011 62

Google Keyword Tool: sktool
www.google.com/sktool
This tool will help you discover new keywords you maybe missing out on
based upon the search query data from your website or your competitor’s
websites.

4/25/2011 63

Google Keyword Tool: Using Sktool
When we typed in our URL of the site we wanted a keyword list for, the
sample keyword list will appear like this.

4/25/2011 64

Google Webmaster Tools
Google Webmaster Tools is a no-charge web service by Google for
webmasters. It allows webmasters to check indexing status and optimize
visibility of their websites.

It has tools that let the webmasters:
•Submit and check a sitemap

•Check and set the crawl rate, and view statistics about how Googlebot accesses a
particular site

•Generate and check a robots.txt file. It also helps to discover pages that are blocked in
robots.txt by chance.

4/25/2011 65

Google Webmaster Tools (con’t)

•List internal and external pages that link to the site

•See what keyword searches on Google led to the site being listed in the SERPs, and the
click through rates of such listings

•View statistics about how Google indexes the site, and any errors

•Set a preferred domain

4/25/2011 66

Questions?

Homework!

4/25/2011 67

Thank you!

Kelly Cutler
kelly@marcelmedia.com
Twitter: @kfcutler
Linked in: /in/kellycutler

4/25/2011 68

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