using google analytics to improve your website

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Google Analytics Workshop Using Google Analytics to Improve Your Website

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Presented by Jeff Sauer at the Now What? 2014 conference on April 23, 2014 in Sioux Falls, SD. While over 75% of all websites have Google Analytics installed, most site owners don’t get beyond the first page when measuring their website performance. They are missing out on a wealth of information for how to draw in more visitors, reach your goals and improve your results. This workshop will help you go beyond the first page of reports and learn how get more from your analytics. Learn how to set goals, mine insights, and many more practical tips to improve your results.

TRANSCRIPT

Page 1: Using Google Analytics to Improve Your Website

Google Analytics Workshop

Using Google Analytics to Improve Your Website

Page 2: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Your Guide

2  

Jeff  Sauer  Marketer  and  Entrepreneur  Knowledge  Land  Minneapolis,  MN,  USA  Email:  [email protected]    google.com/+JeffSauer  Newsle*er:  bit.ly/jeffaly5cs  

Page 3: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

About Jeff Sauer

•  Google  AdWords  Cer5fied  Partner  since  2006  

•  Google  Analy5cs  Cer5fied  Partner  since  2009  

•  Named  2012  CIO  of  the  Year  

•  Adjunct  Professor  at  St.  Thomas  

Page 4: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

I LOVE Google Analytics!

Page 5: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Remember the Scientific Method?

Report  Your  Results  (Was  Your  Hypothesis  

Correct?)  

Ask  a  Ques5on  

Do  Background  Research  

Construct  a  Hypothesis  

Test  Your  Hypothesis  By  Doing  an  Experiment  

Analyze  Your  Data  and  Draw  a  Conclusion  

Page 6: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Where We Need to Improve

Analyze  Your  Data  and  Draw  a  Conclusion  

Report  Your  Results  (Was  Your  Hypothesis  Correct?)  

We  Fail  to  Analyze  and  Reflect!  

Page 7: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

What Can Analysis Do For Us?

To  Understand  What  is  Working  

To  Fix  Things  that  Are  not  Working  

To  Improve  our  Results   To  Calculate  our  Value  

To  Jus5fy  and  Encourage  Investment   To  Tell  our  Visitor  Story  

Page 8: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Google Analytics is Like Othello

Page 9: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

A Mile Wide, a Mile Deep

A Second to Learn A Lifetime to Master

Page 10: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

A Tool to Help You Find Answers Not the Answer itself

Page 11: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

What You Will Experience Today

Page 12: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Don’t Worry

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Simplify the Complex

Page 14: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

My Attempt to Simplify the Complex

Page 15: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Each Element Means Something

Page 16: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Each Element Means Something

Page 17: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Each Element Means Something

Page 18: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Analytics is Turning Data into Information and Ultimately Knowledge

Data  vs.  Informa5on  vs.  Knowledge:  hip://www.infogineering.net/data-­‐informa5on-­‐knowledge.htm    

Page 19: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Use Data to Tell a Story

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Some Fundamentals

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CREATING A GOOGLE ANALYTICS ACCOUNT

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Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Creating a Google Analytics Account

Sign  up  at  h*p://www.google.com/analy:cs      

Page 23: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Choose Website for Tracking

Choose  Web  Site  

Page 24: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Use Universal Analytics

Choose  Web  Site  

Universal  Analy5cs  Now  Only  Op5on  

Page 25: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Choose Data Sharing Settings

Page 26: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Choose Data Sharing Settings

Recommended  

Page 27: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Choose Data Sharing Settings

Benchmark  Other  Sites  

Page 28: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Get the Code

Copy  This  Sec5on  and  Paste  into  a  

TXT  File  

Page 29: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Use Google Tag Manager

Sign  Up:  h*p://www.google.com/tagmanager    

Page 30: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Enter  Tracking  ID  or  Use  a  Macro  

Check  to  Enable  Demographics  and  

Remarke5ng  

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GETTING CLEAN DATA ON YOUR WEBSITE

Page 32: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Don’t be Fooled By Your Traffic

Your  Actual  Traffic  

How  You  Think  About  Your  Traffic  

Page 33: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Stop Tracking Yourself

Page 34: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Discover Your IP

Go  To  h*p://www.wha:smyip.com  to  learn  Your  IP  Address  

Page 35: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Filter Your IP in Google Analytics

Page 36: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Create a New Filter

Page 37: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Enter Your IP Address

Page 38: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Filtering Rules

Always  create  a  back  up  profile  with  raw  data  

Large  organiza5ons  can  filter  ISP  or  IP  ranges  

If  more  than  10%  of  traffic,  we  have  a  

problem  

Use  advanced  segments  on  historical  data  

Some  paierns  aren’t  obvious  

Annota5ons  help  share  knowledge  between  

teams  

Page 39: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Use Annotations to Share Knowledge

Annota5ons  help  explain  why  things  happened  that  way  

Page 40: Using Google Analytics to Improve Your Website

SETTING GOALS FOR YOUR WEBSITE

Page 41: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Set Strategic Goals

Macro  Goals    (Affiliate  Clicks,  AdSense,  Sales)  

Macro  Goals  =  Top  Line  Revenue  

Micro  Goals  (Downloads,  Time  on  Site,  Video  Views,  etc.)  Micro  Goals  =  Engaged  Visitors  

Configure  your  goals  in  Google  Analy5cs  sepngs    

You  can  set  up  to  20  goals!    

Page 42: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Goals in Google Analytics

Page 43: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Choose How to Track Goal

Page 44: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Enter Goal Details

Page 45: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Caution with Goals

Assigning  a  Goal  Value  to  Revenue  Related  Goals  is  

Highly  Recommended  

 

Mul5ple  Goals  May  Create  Unrealis5c  Revenue  $  in  

Reports    

Page 46: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

New: Share Goals!

Page 47: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

New: Share Goals!

Page 48: Using Google Analytics to Improve Your Website

ANALYZE CONTENT PERFORMANCE

Page 49: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

What Content is Performing Best?

Page 50: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Average Time on Page

Average  Time  on  Page  Indicates  How  Long  Visitors  are  Engaging  with  Content  

 Generally,  more  5me  is  beier    

Page 51: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Bounce Rate Bounce  Rate  Shows  the  Percentage  of  Visitors  That  Leave  Your  Site  Having  

Only  Viewed  This  One  Page    

Lower  is  beier  (but  can  be  misleading)  

Page 52: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Page Value

Page  Value  Indicates  the  Rela5ve  Value  This  Page  Contributed  to  Your  Goals  

 Goals  Must  be  Configured  to  Work  

Page 53: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Content Performance Ideas

Find  out  which  content  is  under-­‐promoted  in  

social  media  

Time  spent  on  content  <  5me  spent  viewing  

content  

Feature  downloadable  content  or  calls  to  ac5on  in  each  piece  

Use  events  to  lower  bounce  rate  for  engaged  users  

Advanced  content  tracking  

Content  marke5ng  dashboards  

Page 54: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Advanced Content Tracking

Learn  More:  hip://cutroni.com/blog/2014/02/12/advanced-­‐content-­‐tracking-­‐with-­‐universal-­‐analy5cs/    

Page 55: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Use Content Grouping

Page 56: Using Google Analytics to Improve Your Website

TRACKING SEO RESULTS IN GOOGLE ANALYTICS

Page 57: Using Google Analytics to Improve Your Website

THE VILLAIN: KEYWORDS (NOT PROVIDED)

Page 58: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Once Upon a Time I Said…

“SEO  is  Analytics”  

  Jeff  Sauer  in  2009    

Page 59: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Rich Keyword Reports in 2009

Page 60: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Rich Data Going Away

~50%  of  Keywords  Not  Provided  in  2013  

Page 61: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

(Not Provided) Soon to be 100%

100%  of  Keywords  will  be  (Not  Provided)  in  5me  

Page 62: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

What Causes (Not Provided)?

Should  we  move  to  an  all  HTTPS  web?:  h*p://yoast.com/web-­‐h*ps/    

Page 63: Using Google Analytics to Improve Your Website

WAYS AROUND (NOT PROVIDED)

Photo  Credit:  One_Penny  via  Compfight  

Page 64: Using Google Analytics to Improve Your Website

ORGANIC SEARCH REPORTS

Page 65: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Organic Search Still a Channel/Medium

Organic  Search  Traffic  is  S5ll  Available  as  a  Channel  

Page 66: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Organic Search Still a Channel/Medium

Organic  Search  Traffic  is  S5ll  Available  as  a  Channel  

Organic  S5ll  Available  as  a  Medium  

Page 67: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

You Can Still Measure Traffic Trends

Traffic  Comparison  by  Date  S5ll  Works  Great!  

Page 68: Using Google Analytics to Improve Your Website

LANDING PAGES

Page 69: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Organic Landing Pages Not  Exactly  a  Keyword,  but  

S5ll  Preiy  Awesome!  

Page 70: Using Google Analytics to Improve Your Website

FILTER YOUR DATA

Page 71: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Ugly Not Provided Keywords

What  Does  it  Mean?  

Page 72: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Filter Data to Include Landing Page

How  to  steal  some  'not  provided'  data  back  from  Google:    h*p://econsultancy.com/blog/8342-­‐how-­‐to-­‐steal-­‐some-­‐not-­‐provided-­‐data-­‐back-­‐from-­‐google    

Page 73: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Landing Page As Keyword Proxy

Not  Perfect,  but  Much  Beier!  

Page 74: Using Google Analytics to Improve Your Website

WEBMASTER TOOLS

Page 75: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Google Webmaster Tools Reports

Page 76: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Google Webmaster Tools Reports Beau:ful  (and  Increasingly  More  Accurate)  Search  Data!    

Page 77: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Setting Up Google Webmaster Tools

Set  Up  Webmaster  Tools  Data  Sharing  

Page 78: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Edit Webmaster Tools Settings

Page 79: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Select Webmaster Tools Property

Select  Your  Site  

Save  Progress  

Page 80: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

GWT Data Accuracy Improvements

Page 81: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

GWT Data Accuracy Improvements

More  detailed  search  queries  in  Webmaster  Tools:  h*p://googlewebmastercentral.blogspot.com/2014/01/search-­‐queries-­‐not-­‐rounded.html    

Page 82: Using Google Analytics to Improve Your Website

DASHBOARDS

Page 83: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Not Provided Kit

Not  Provided  Kit:  h*p://notprovidedkit.com/    

Page 84: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Install Segments, Reports, Dashboards

Page 85: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Custom (not provided) Dashboard

Page 86: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Google Analytics Gallery

Google  Analy:cs  Solu:ons  Gallery:  h*ps://www.google.com/analy:cs/gallery/    

Page 87: Using Google Analytics to Improve Your Website

TRACK SOCIAL MEDIA ACTIVITY ON YOUR SITE

Page 88: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Social Reports = Well Guarded Secret

“The  Social  Reports  in  Google  Analy5cs  are  the  Best  Thing  Nobody  is  Talking  About”  

  Jeff  Sauer,  2012    

Page 89: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Social Reports Help Analysis

Social  Traffic  

Page 90: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Social Reports Help Analysis

Social  Plugins  Social  Traffic  

Page 91: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Social Reports Help Analysis

Social  Plugins  Social  Traffic   Social  Data  Hub  

Page 92: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Social Reports Help Analysis

Social  Plugins   Social  Conversa5ons  Social  Traffic   Social  Data  Hub  

Page 93: Using Google Analytics to Improve Your Website

SOCIAL TRAFFIC

Page 94: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Easy Grouping of Social Traffic

Page 95: Using Google Analytics to Improve Your Website

SOCIAL PLUGINS

Page 96: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Track Interaction With Social Buttons

Select  Plugins  Under  Social  

Page 97: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Track Interaction With Social Buttons

Select  Plugins  Under  Social  

Then  Select  Social  Source  and  Ac5on  

Track  Social  Interac:ons:  h*ps://developers.google.com/analy:cs/devguides/collec:on/gajs/gaTrackingSocial    

Page 98: Using Google Analytics to Improve Your Website

SOCIAL DATA HUB

Page 99: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Information from Data Hub Partners

Gain  Access  to  a  Wealth  of  Informa5on  from  Several  Social  

Networks  

Page 100: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Learn About New Social Networks

Page 101: Using Google Analytics to Improve Your Website

SOCIAL CONVERSATIONS

Page 102: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

What is Being Said About Your Website?

Page 103: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Find Conversations and Respond

Page 104: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Understand Where You are Popular

Page 105: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Discover New Links Via Trackbacks

Page 106: Using Google Analytics to Improve Your Website

CAMPAIGN TRACKING

Page 107: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Direct Traffic in the Dark

Typical  Traffic  Source  Report,  Too  much  Direct  

Traffic!  

Page 108: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Direct Numbers are Inflated

Doubwul  This  Many  People  Know  to  Type  in  Website  URL  

Page 109: Using Google Analytics to Improve Your Website

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Use Campaign Tracking!

Google  Analy:cs  URL  Builder:  h*ps://support.google.com/analy:cs/answer/1033867?hl=en    

Page 110: Using Google Analytics to Improve Your Website

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Guide to Campaign Tracking

Ul:mate  Guide  to  Campaign  Tracking:  h*p://www.anniely:cs.com/guides/defini:ve-­‐guide-­‐campaign-­‐tagging-­‐google-­‐analy:cs/    

Page 111: Using Google Analytics to Improve Your Website

DARK SOCIAL

Page 112: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Dark Social is a Monster

Page 113: Using Google Analytics to Improve Your Website

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Add Hash to URL

Direcmonster.js  Adds  Source  as  a  Hash  Code  to  URL  

Directmonster  for  Dark  Social  by  Dan  Wilkerson/LunaMetrics:  h*p://bit.ly/1dtw9GC    

Page 114: Using Google Analytics to Improve Your Website

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Reduce Direct Percentage

Directmonster  for  Dark  Social  by  Dan  Wilkerson/LunaMetrics:  h*p://bit.ly/1dtw9GC    

Reduce  Direct  Percentage  by  over  50%!    

Page 115: Using Google Analytics to Improve Your Website

DEMOGRAPHICS

Page 116: Using Google Analytics to Improve Your Website

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Enable Demographics

Enable  These  and  Update  Your  Tracking  Code  To  include  dc.js  

Page 117: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

View ABC Reports by Demographic

Performance  by  Age  

Page 118: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Segment Social Visitors

Page 119: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Understand Behavior by Gender

Page 120: Using Google Analytics to Improve Your Website

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Understand Conversion by Age

Page 121: Using Google Analytics to Improve Your Website

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Determine Interests for Targeting

Page 122: Using Google Analytics to Improve Your Website

Take Action

Page 123: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Run Display Campaigns

Page 124: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Purchase Targeted Facebook Ads

Page 125: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Social Discovery with Stumbleupon

Page 126: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Social Discovery with Stumbleupon

Page 127: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Build Remarketing Lists

Remarke:ng:  Abandoned  

Cart  

Remarke:ng:  Search  Landing  

Page  

Remarke:ng:  Product  Page  

Remarke:ng:  Homepage  

Similar  Audiences  &  

In-­‐Market  Segments  

Be*er   Worse  Cost  Per  Conversion  (CPA)  

High  

Low  

Conversio

n  Ra

te  

Image  Courtesy  of:  hip://www.slideshare.net/Catalyst_Canada/how-­‐google-­‐remarke5ng-­‐works    

Page 128: Using Google Analytics to Improve Your Website

Based  on  Segmented  Converter  List  

Intelligent Remarketing Lists

Seed  Remarke5ng  List  

Similar  Audience  

Page 129: Using Google Analytics to Improve Your Website

CUSTOM DASHBOARDS FOR CONTENT MARKETERS/BLOGGERS

Page 130: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Dashboards Pull it All Together

Great  Dashboard  for  Bloggers:  h*p://www.portent.com/blog/analy:cs/the-­‐blogger-­‐dashboard-­‐google-­‐analy:cs-­‐for-­‐writers.htm    

Page 131: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Do It Yourself Dashboards

Select  New  Dashboard  

Page 132: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Do It Yourself Dashboards

Blank  or  Pre-­‐Made  Op5ons  

Page 133: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Do It Yourself Dashboards

View  Your  Dashboard  

Page 134: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Even Better: Trust the Experts

Google  Analy:cs  Solu:ons  Gallery:  h*ps://www.google.com/analy:cs/gallery/    

Page 135: Using Google Analytics to Improve Your Website

Proving value to your organization

Photo  Credit:  epSos.de  via  Compfight  cc  

Page 136: Using Google Analytics to Improve Your Website

ADVANCED SEGMENTS

Page 137: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

First Interaction Social Segment

First  Interac5on  from  Social  Media  

9%  of  Visitors  

Page 138: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

First Visit Social Conversions

Page 139: Using Google Analytics to Improve Your Website

SOCIAL VALUE REPORTS

Page 140: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Measure Value of Social Traffic

Page 141: Using Google Analytics to Improve Your Website

ATTRIBUTION MODELING

Page 142: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Default Attribution Models in GA

Page 143: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Create Your Own Model

Page 144: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Tip: Compare Multiple Models

Search,  Social  and  Referral  Suffering  from  

Last  Click  Airibu5on  

Page 145: Using Google Analytics to Improve Your Website

MULTI CHANNEL FUNNELS

Page 146: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

The Consumer Decision Funnel

Researching  Trends  

Genera5ng  Ideas  

Learning  How  

Product  Research  

Comparing  Products  

Purchase  

Heavy  PPC,  Email    and    

Landing  Pages  

Heavy  Organic  Search,  Social,  Content  Marke5ng  

&  Nurturing  Focus  

Page 147: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

How Social Media Generates Revenue

Page 148: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Where Search Contributes Sales

Page 149: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

How Organic Assists Sales

Page 150: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

How Social Assists Sales

Page 151: Using Google Analytics to Improve Your Website

What Else Can We Do with Google Analytics?

Page 152: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Track Mobile Websites & Apps

Page 153: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Track Offline Marketing

Page 154: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Video Tracking

Page 155: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Advanced Segments

Page 156: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Track Phone Sales and Leads

Page 157: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Workflow Automation via API Exports

Page 158: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

CRM Integration

Page 159: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Cohort Analysis

Photo  Credit:  Ol.v!er  [H2vPk]  via  Compfight  cc  

Page 160: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Universal Analytics

Page 161: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    Photo  Credit:  Glyn  Lowe  Photoworks  Compfight  cc  

Cost Data Import

Page 162: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Dimension Widening

Photo  Credit:  Caneles  via  Compfight  cc  

Page 163: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Custom Metrics

Photo  Credit:  cambodia4kidsorg  via  Compfight  cc  

Page 164: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

More Google Analytics Fun!

Demographics   User  IDs  

Cross  Device  Analy5cs     Remarke5ng  

Keyboard  Shortcuts   Custom  Alerts  

Page 165: Using Google Analytics to Improve Your Website

Jeff  Sauer  |  Knowledge.land  |  @jeffaly5cs  |  #nowwhat14    

Questions?

165  

Jeff  Sauer  Marketer  and  Entrepreneur  Knowledge  Land  Minneapolis,  MN,  USA  Email:  [email protected]    google.com/+JeffSauer  Newsle*er:  bit.ly/jeffaly5cs