Getting the Most Value From Google Analytics
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Google Analytics, much like the search engine, changes and evolves constantly. There is so much to keep up with – so much data to slice and dice, so many new features being released – but there’s good news: there is also a gold mine of rich insights that can show you the value of your marketing efforts and help you make better decisions. During this webinar, Search Mojo’s Janet Driscoll Miller and Scott Garrett will show you how you can get the most from everything Google Analytics has to offer, using it to your advantage to become a true marketing superhero! What You’ll Learn: • The Old Way vs. the New Way of measuring in Google Analytics • How to use Google Analytics to measure for paid and organic search • Useful Analytics tools tailored specifically for ecommerce websites • How to use Goals, Attribution Modeling, and Experiments to track results
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Getting the Most Value From Google Analytics
- 1. @marketingmojo | #mojowebinar | marketing-mojo.com GETTING THE MOST VALUE FROM GOOGLE ANALYTICS Janet Miller, President & CEO Scott Garrett, Account Manager
- 2. @marketingmojo | #mojowebinar | marketing-mojo.com TODAY’S PRESENTER Janet Driscoll Miller, President and CEO, Marketing Mojo Follow on Twitter: @janetdmiller Scott Garrett, Account Manager, Marketing Mojo Follow on Twitter: @scottgarrett89
- 3. @marketingmojo | #mojowebinar | marketing-mojo.com ABOUT MARKETING MOJO • Search engine marketing firm founded in 2005 › Search engine optimization (SEO) › Pay-per-click advertising management (PPC) › Social media advertising › Online reputation management • Headquartered in Charlottesville, VA › Office in Charleston, SC • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at SMX Advanced, MarketingProfs, PubCon and more
- 4. @marketingmojo | #mojowebinar | marketing-mojo.com OUR CLIENTS
- 5. @marketingmojo | #mojowebinar | marketing-mojo.com THE WAY WE USED TO MEASURE WITH ANALYTICS
- 6. @marketingmojo | #mojowebinar | marketing-mojo.com IN THE EARLY DAYS… Measurement What It Measures Visitors Total visitors to the website Can be repeat visitors Unique Visitors Total UNIQUE visitors to the website Does NOT count repeats Pageviews Total pageviews on the website Regardless of visitor or type Unique Pageviews (Uniques) Unique visitors to the site Does NOT count repeat visits Pages/Visit How many pages on average were visited each visit New Visits Percentage of visits that were from visitors who had not been to the site before Time on Site (Visit Duration) How long a visitor, on average, stays on the site Bounce Rate Percentage of how many visitors immediately leave the site once they get to it
- 7. @marketingmojo | #mojowebinar | marketing-mojo.com THESE MEASUREMENTS AREN’T ENOUGH Measurement Why It Isn’t Enough Visitors Unless you remove them, can include employees Just a traffic stat – doesn’t measure visitor value Double counts Unique Visitors Like total visitors, may include employees Just a traffic stat Pageviews Shows the page was served, but doesn’t indicate action Unique Pageviews (Uniques) Pages/Visit Is this really indicative of your goals? Know your personas. New Visits Subject to cookie deletion Time on Site (Visit Duration) Tabbed browsing and server timeouts make these difficult to track with accuracy Bounce Rate
- 8. @marketingmojo | #mojowebinar | marketing-mojo.com HOW TO USE ANALYTICS FOR MEASUREMENT TODAY
- 9. @marketingmojo | #mojowebinar | marketing-mojo.com WHAT ARE GOALS? • Set up goals in Google Analytics to measure types of conversion › Examples: » Newsletter signups » Quote requests » Visits to specific pages • Can show which channel helps you meet a particular goal best • Instead of measuring traffic, measure your goal!
- 10. @marketingmojo | #mojowebinar | marketing-mojo.com A FEW THINGS ABOUT GOALS… • Segmented into Goal Sets › Up to 4 Goal Sets • Each Goal Set can have up to 5 goals • I.e., you can only set 20 goals/profile • Goal “slots” can be reassigned later • REMEMBER: Goals will not track retroactively
- 11. @marketingmojo | #mojowebinar | marketing-mojo.com SETTING UP GOAL TRACKING
- 12. @marketingmojo | #mojowebinar | marketing-mojo.com ECOMMERCE MODULE
- 13. @marketingmojo | #mojowebinar | marketing-mojo.com ECOMMERCE MODULE: TIME TO PURCHASE
- 14. @marketingmojo | #mojowebinar | marketing-mojo.com SETTING UP THE ECOMMERCE MODULE • Google Analytics Code • Enable Ecommerce tracking • Link Adwords Account (if applicable)
- 15. @marketingmojo | #mojowebinar | marketing-mojo.com USING TAGGING Analytics URL builder:
- 16. @marketingmojo | #mojowebinar | marketing-mojo.com ORGANIC SEARCH MEASUREMENT • Measure organic search value to the goal • Track various channel attributes › Google v. Bing › One website page vs. another • REMEMBER: Keyword tracking is essentially going away
- 17. @marketingmojo | #mojowebinar | marketing-mojo.com
- 18. @marketingmojo | #mojowebinar | marketing-mojo.com
- 19. @marketingmojo | #mojowebinar | marketing-mojo.com PAID SEARCH MEASUREMENT • Hook Google Analytics to Google AdWords › Enables Google Analytics to show in Google AdWords • Enable “autotagging” in Google AdWords (on by default) › Allows for Analytics code to be automatically added to the destination URLs • Use Google Analytics to tag destination URLs on ads in other paid search platforms › Use the URL Builder
- 20. @marketingmojo | #mojowebinar | marketing-mojo.com
- 21. @marketingmojo | #mojowebinar | marketing-mojo.com DISPLAY AD MEASUREMENT • Similar to tagging for paid search ads in platforms other than Google AdWords • Use the URL Builder to build your destination URL with tags
- 22. @marketingmojo | #mojowebinar | marketing-mojo.com
- 23. @marketingmojo | #mojowebinar | marketing-mojo.com ATTRIBUTION MODELING
- 24. @marketingmojo | #mojowebinar | marketing-mojo.com ATTRIBUTION MODELING • Attribution is one of the greatest challenges of marketing
- 25. @marketingmojo | #mojowebinar | marketing-mojo.com
- 26. @marketingmojo | #mojowebinar | marketing-mojo.com A|B TESTING Experiments in Analytics:
- 27. @marketingmojo | #mojowebinar | marketing-mojo.com DASHBOARDS
- 28. @marketingmojo | #mojowebinar | marketing-mojo.com SETTING UP DASHBOARDS • Click on Dashboards › Then simply edit and create new widgets to meet your performance monitoring needs
- 29. @marketingmojo | #mojowebinar | marketing-mojo.com CONTACT Janet Driscoll Miller Google+: +Janet Driscoll Miller Twitter: @janetdmiller Scott Garrett Google+: +Scott Garrett Twitter: @scottgarrett89
Hinweis der Redaktion
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- JANET (come back and make a build here)
- JANET Make this a build
- Scott Types of Goals: -Destination, ex: /purchase -Duration, ex: 5 minutes or more -Pages per visit, ex: 3 pages -Event, ex: played a video Allows you to search which channel is driving your goals (ex: organic/paid (Adwords, Bing, Fb, LinkedIn) Attribute a monetary value ($) to each goal By default Analytics attributes the conversion to the last click that precedes the conversion action This can be modified with attribution modeling which will be discussed later Allows you to see past traffic numbers into true goals that help you measure success
- Scott 4 sets of 5 goals = 20 goal total Allows you to customize sets of goals, ex: all your white paper downloads, webinar registrations in one set Goals can be edited in the future, if you no longer need that goal More profiles can be easily set up if you exceed the 20 goals Goals only track from they date they were created and will not import historical data
- Scott Setting up a goal is simple Profile -> Adim -> Goals Name you goal, specific to identify the particular asset or action you are tracking Pick goal type: Destination, Duration, Pages per visit, Event This is an example of a destination goal Webinar registration thank-you page Easily input your thank-you URL Assign Value, if needed Funnel, if need (ex: require that user must land on or view a certain page to count the conversion Then press “Create Goal”, your Done! Side note: Import goals to Adwords If accounts are linked and goal is active
- Scott Under the conversion dropdown in Analytics you find the “Ecommerce” report The overview Allows you to see key performance metrics (ex: transactions, revenue, conversion rate, unique purchases: help determine purchasing habits (see bulk purchase products), cost: if you link your Adwords account) Top products Product Categories Top channels
- Scott From blog my post: Another interesting metric to help you determine the purchasing habits of your customers is Time to Purchase. Google Analytics allows you to see the overall time to purchase for your products through the metrics of days and visits. Determining the average duration (from the first time they are cookie’d on your site) it takes for a customer to purchase a product from your site gives important insight on the buyer behavior of your customers. Knowing this behavior can help you fine-tune your remarketing tactics, so your remarketing duration can match your customers’ average time to purchase duration; thereby increasing the odds of them purchasing a product (increased revenue), and avoiding remarketing to them when they are not likely to purchase (decreased costs).
- Scott First, Google Analytics Code Code must be installed correctly on the receipt/thank-page of your Shopping Cart Certain parameters in the code allows Analytics to track such metrics as revenue, transactions, and average value More detailed instructions can be found at Google Developers Enable Ecommerce tracking Under Admin -> View Settings -> Changed to “Yes, an Ecommerce Site” Linking Adwords Account to pull in cost data
- Scott Once you link your Adwords and Analytics they share information However to see campaign/keyword information for non Adwords campaign, you need tag your URLs URL tagging (utm tagging; Urchin Tracking Module) Used for non Adwords cpc campaigs (Bing, LinkedIn, Fb) Allows you to see campaign and keyword information from non Adwords camapigns Enabling you to better allocate spend to top performing campaigns/keywords Google has a URL builder tool to use (see slide) Easy… Campaign Source (utm_source) Required. Use utm_source to identify a search engine, newsletter name, or other source. Example: utm_source=google Campaign Medium (utm_medium) Required. Use utm_medium to identify a medium such as email or cost-per- click. Example: utm_medium=cpc Campaign Term (utm_term) Used for paid search. Use utm_term to note the keywords for this ad. Example: utm_term=running+shoes Campaign Content (utm_content) Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL. Examples: utm_content=logolink or utm_content=textlink Campaign Name (utm_campaign) Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign. Example: utm_campaign=spring_sale
- Janet As a marketer, what you really care about is conversions, not just traffic Now that goals and/or ecommerce are set up, we can look at the success of different channels at converting visitors. While many still measure the success of SEO by rankings, isn’t the real goal conversions?
- Janet
- Janet In Ecommerce, we can even track the revenue made from organic search and which engine performs best Allows you to prioritize efforts better What better way to justify your efforts?
- Janet If you use Google AdWords, make sure you hook up Google Analytics
- Janet Similar to organic search, paid search measurements can go far beyond just conversion tracking. For instance, Google Analytics allows you to look at orders and value and go beyond just Google AdWords, as in this example where Google and Bing are compared. Note that in this case, Bing had a higher conversion rate.
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- Scott Experiments are used in conjunction with goals Allow you to test two variations of a webpage to determine which one drives the most conversions This allows you to see how the design or the content of a page affects goal completions For example: You can test the color or the CTA of the download button Test variations of the hero shot While Experiments in Analytics can be traditional A|B, you can test up to 9 variations of a single webpage In addition, you can define what percentage of visitors participate in the experiment and the length of the experiment
- Scott This is an ecommerce dashboard, but can also be modified for other uses (track goals, traffic numbers) From my blog post.. Google Analytics is a wonderful source of website performance data for ecommerce sites. However, pulling that data can be a time consuming, and sometimes scary, adventure sifting through deserts of irrelevant data trying to find that one oasis of actionable data. Luckily, Google Analytics has put that oasis right in front of your eyes with its customizable dashboard widgets, and they are no mirage. …Dashboards give you a quick snap shot of all your key performance metrics
- Scott Customizable dashboard widgets allow you to select specific metrics and combine them with various dimensions and filters to create snapshots of data that will help you understand the true performance of your account. Currently, there is a limit of 12 widgets per dashboard you create, so choosing and creating the correct widgets for your specific needs can be a challenge. Ultimately, the most important goals of your website and/or campaigns should help you determine what to measure in Google Analytics, and then creating widgets that show you what you want to know. When viewing these widgets in your dashboard, you can set them up to be displayed in various formats. Simply hover over the right corner of each widget box and click the pencil icon. Next, choose how you want your data displayed: metric, timeline, geomap, table, pie, and bar.
- Kari Add Scott.