MASTERING. Google Analytics. For the Promotional Products Distributor

Transcription

1 MASTERING Google Analytics For the Promotional Products Distributor

2 TABLE OF CONTENTS What is Google Analytics Basic Tutorial Why is Google Analytics important? What should you measure? Going Forward Google Analytics is an extremely useful tool that is often unused because marketers believe it is too complicated. This ebook is aimed at making Google Analytics seem easy and helpful rather than daunting and complicated. Enjoy! Parris Wells Director of Social Media

3 Chapter +1 What is Google Analytics?

4 Just the name Google Analytics is intimidating. How can an analytics tool be easy to understand?

5 In essence, Google Analytics monitors the traffic to your website. With Google Analytics you can determine who views your website, where they come from, and what they do on your website. Who Where What

6 Don t worry, though. You can also use Google Analytics to track sales and conversions But, we ll go into that later! Google Analytics allows you to view your website s efficiency from a bird s eye view rather than a sales view.

7 Chapter +2 Why is Google Analytics Useful?

8 Keywords Traffic Sources Target Audience Conversion Rates Formal Reports Preferred Browsers Google Analytics is used to track loads of website and user data. It is a completely FREE resource; all you need is a Google login. You can measure the effectiveness of paid advertising, campaigns, and observe real-time traffic to your website.

9 Customize Statistic Reports Determine who is visiting your website Determine where traffic is coming from Measure conversions and sales Track ROI (Return on Investment) Learn what people like about your website. Learn what people don t like about your website.

10 Google analytics allows you to identify the poor performing pages on your website, so you can make adjustments if need be. When you understand where your traffic comes from, who your audience is, and when your audience exits your website, it allows you to cater content to your typical user, not a projected user. Essentially, your entire marketing strategy can be founded on Google Analytics statistics!

11 Chapter +3 What should you measure?

12 Top 5 Analytics to Measure Site Traffic Audience Characteristics Social Media Referrals Top Exit Pages ecommerce Statistics

13 Site Traffic The Formula: Reporting Acquisition All Traffic What to Look For: Monitoring your traffic is imperative to understanding the ins-and-outs of your website. Channels allow you to observe the highest sources of traffic to your site. They are broken into 5 categories: Direct, Organic, Referral, Social, and . Sources displays exactly where your traffic is coming from. This includes social media links, blog links, and more. The medium refers to the channel category. Referrals reveal the websites or links that are directly sending traffic to your website.

14 Audience Characteristics The Formula: Reporting Audience Overview What to Look For: Once you understand your audience, you can cater your marketing to the right segment, not a guessed segment. By monitoring your demographics you can determine the age and gender of your site s visitors. The interests section provides information on your website users affinity categories (reach), their in-market categories, and a variety of other interest statistics.

15 Who is your audience? What do they like to do? How old are they? Are they male or female? Are they using an ipad, a mobile device, or a PC to purchase?

16 Social Media Referrals The Formula: Reporting Acquisition Social Overview What to Look For: Social media not only allows you to converse with your customers and potential customers, it also helps with your organic SEO and referral traffic. Network referrals breaks down each platform, providing a detailed analysis of your top performing social media platforms. Landing pages allows you to see which pages on your website get the most referrals from social media. A similar tool to bit.ly, which allows you to track clicks on your site.

17 ecommerce The Formula: Reporting Conversions ecommerce What to Look For: You should always monitor your ecommerce statistics. The more you know about your business sales process, the more leverage you have to optimize your site and boost sales. Product performance breaks down each product on your website and lets you know just how each product performs on your website. Time to purchase provides an overview of the sales process for all purchases on your website. You can learn how long it takes users to actually make a purchase, and where they land prior to making a decision.

18 Where do your website users exit your site? What products are they looking at? Are they adding to cart but not purchasing? Which products are your highest performing products? How long does it take users to purchase? Where do your site users go before they purchase?

19 Chapter +4 Going Forward

20 What do you do with this information? Custom Reports Valuable Traffic Sources Website Adjustments Determine marketing strategy

21 Custom Reports Google Analytics allows you to create custom reports with specific information pertinent to your business needs. All you have to do is input your and the frequency at which you would like to receive updates, and they will show up in your inbox.

22 Valuable Traffic Sources With Google Analytics you can determine which sources send the most traffic to your website. If these sources are from your website, you can optimize these pages further, if they are from an external site, you can send a little thank you.

23 Website Adjustments Google Analytics will inform you of the highest and lowest functioning pages of your website. Take note of your exit pages and you can make adjustments to your website where and when necessary.

24 Marketing Strategy With a firm grasp on your general audience, and a knowledge of which sources direct the most traffic to your website, you have all the tools you need to concoct a successful marketing strategy!

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