Web Analytics: Data drive decisions

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@Rob Bertholf Web Analytics Data driven decisions @Rob Bertholf http://robbertholf.com

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@Rob Bertholf @Rob’s Geek Cred Google Search Engine Optimization Expert Out of over 22,500,000 Results #1 in @Rob PATENT APPLICATION #US20060294199

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@Rob Bertholf Introductions ● Name ● Industry ● Desired Takeaways

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@Rob Bertholf Desired Takeaways ● Overview of Analytics ● Learn what Web Analytics tracks ● How to add tracking code to your site ● Create ways to track conversion

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@Rob Bertholf Terms to Know ● Web Browser ● HTML ● JavaScript ● Analytics ● Tracking Code

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@Rob Bertholf What is Web Analytics? The study of the online experience in order to improve it.

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@Rob Bertholf Why Analyze? Stop burning your money you fool!!!!

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@Rob Bertholf Why wouldn’t you analyze? ● Find out what is working ● Identify things that are not working ● Calculate return on investment ● Dominate your niche

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@Rob Bertholf How to analyze: ● Pay closer attention to the bigger picture & trends. ● Compare data against itself ● Consider leveraging both server log data and page tag data into a hybrid approach.

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@Rob Bertholf Who Should Measure? Short answer: everyone.

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@Rob Bertholf Webmaster ● Can people access it? ● What is the load time? ● What browsers?

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@Rob Bertholf Content Marketer ● Where are you best engaging your visitors? Which topics should you write about? ● What are your visitors looking for? ● Where are you losing your visitors?

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@Rob Bertholf Social Media Marketer ● Which social channels are sending most qualified traffic? ● Which social posts convert the best? ● How is social traffic converting (first touch attribution)

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@Rob Bertholf eCommerce Manager ● Which products are selling best? ● How is your cart abandonment?

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@Rob Bertholf Executive ● What marketing efforts are working? ○ Traditional Marketing ○ Banner Ads ○ Search Engines / SEO ○ Paid Marketing / PPC ○ Email ● How well are you engaging? ● How well are you converting?

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@Rob Bertholf Got Analytics?

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@Rob Bertholf Types of Analytic Software Server Log Browser Client Social Media (In Platform / 3rd Party)

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ClickTale.com

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CrazyEgg.com

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Google Analytics

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@Rob Bertholf Evolution of Google Analytics Urchin 2005: urchin.js 2007: ga.js 2012: analytics.js

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@Rob Bertholf Now we will cover... ● Creating Google Analytics Account ● Installing Google Analytics in your Website ● Configuring your profile with best practices ● Setting goals and defining success ● Content Marketing ● Breaking down by channel

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@Rob Bertholf How to get Google Analytics Quick overview for installing Analytics

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@Rob Bertholf Register at Google.com/Analytics

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@Rob Bertholf Create a New Account

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@Rob Bertholf Pick your preferences

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@Rob Bertholf Accept Terms

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@Rob Bertholf Get Your Code

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@Rob Bertholf Install Into Website via WordPress Plugin Manually < />

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@Rob Bertholf Manually

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@Rob Bertholf Yoast Google Analytics

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@Rob Bertholf Yoast Google Analytics

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@Rob Bertholf Verify Installation

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@Rob Bertholf Google Analytics Demo of Google Analytics

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@Rob Bertholf Test drive Google Analytics. Vroom. http://google.com/analytics

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@Rob Bertholf Tour ● Select Account ● Report ● Custom Reporting ● Admin (Settings)

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@Rob Bertholf Adding Filters Garbage in, Garbage out.

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@Rob Bertholf But First! Create initial profiles: ● Raw Data: no filters, unaltered, pure data ● Test Data: the testing ground where you install filters, set goals and add stuff that alters the data. Once you know it’s working, then you add it to the Master Data profile. ● Master Data: the working copy of your data, this is the data you use for reporting.

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@Rob Bertholf Filter Your Data (Master Profile)

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@Rob Bertholf Regular Expressions (RegEx) See side two of handout for information.

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@Rob Bertholf Settings > Connect: ● Google AdWords This will allow you to share data across Google Analytics and AdWords ● Google AdSense This will allow you to see how content is performing with Google AdSense ● Google Webmaster Tools This will allow you to share Webmaster Tools data with Google Analytics

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@Rob Bertholf Answer the most important question: How many hits does my website get?

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@Rob Bertholf Is this the right question to ask? HIT COUNTER You are visitor number 0 0 0 1 2 8 2 8 2 9 1 . since 1995

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@Rob Bertholf Progression of Metrics Hits Page Views Visits / Session Unique Visit Unique User

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@Rob Bertholf Hits ● Each request from the browser to the web server is an individual hit. ● Multiple hits generated each time the page loads.

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@Rob Bertholf ● Number of times a web page has been displayed. Page Views

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@Rob Bertholf Visit (Session) ● Could be the same person in different sessions ● Good to understand what people do during a visit (ie. pages per visit, time per visit, etc.)

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@Rob Bertholf Unique Visit ● The uniquely identified client that is generating page views or hits within a defined time period.

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@Rob Bertholf Unique User ● Identified from logging into a site with a username and password or other method ● Can track user despite the computer they use to access the site

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Acquisition: How are you getting your visitors?

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Overview >

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@Rob Bertholf Two main channels of web analytics Safari / Chrome / Firefox / Internet Explorer http://yourdomain.com URL: Click on the link to this really great website at http://yourdomain.com Direct Referral

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@Rob Bertholf Referral Traffic “Referral” is what is left over after you remove traffic from the Search Engines and Social Media

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@Rob Bertholf #PROTIP: Filter Organic Traffic Remove branded keywords from Organic search traffic. These should be “Direct”: www.mydomain.com Google Your Company Name Google

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@Rob Bertholf #PROTIP: Filter Organic Keywords

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@Rob Bertholf Back to the data! Best Google Analytics view is: Acquisition > Channels

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Channels

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@Rob Bertholf New Term: Bounce Rate ● The percentage of visitors to a particular website who navigate away from the site after viewing only one page. ● Target range < 25% - 40% ● Drill down to specific Source to troubleshoot

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@Rob Bertholf #PROTIP: Decrease Bounce Rate How many of your employees use your website as your start page?

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@Rob Bertholf Find your IP address

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@Rob Bertholf Filter Your Data

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Organic Traffic

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Social

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Audience: Who is visiting your website?

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Audience >

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@Rob Bertholf Additional Code Needed Need to add: ga('require', 'displayfeatures'); or use: https://wordpress.org/plugins/google-universal-analytics/

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Browser

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@Rob Bertholf #PROTIP: Browserstack Use www.BrowserStack.com to test your website on multiple browsers to see how your customers see your site!

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Mobile

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@Rob Bertholf Mobile Traffic What percentage of users are coming from mobile devices? How do they see your website from a mobile device? Is your website “Responsive”?

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Behavior How effective is your site?

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Behavior >

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Landing Pages

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Exit Pages

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@Rob Bertholf #PROTIP: Decrease Exit Rate Find pages which have high exit rate (and are not your driving directions or contact page) and add a call to action to re-engage the visitor.

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@Rob Bertholf More at Google WebMaster Tools Improve Your Performance!

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Page Speed

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Suggestions

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@Rob Bertholf Visualized Data Understand your visitors behavior!

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Site Search

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In Page Analytics

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Visitor Flow

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@Rob Bertholf Visitor Flow Study your visitor flow! Where are you losing your visitors? How logical is your navigation structure? How easy is it to find your menu?

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Conversion Is it driving the intended actions?

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@Rob Bertholf Progression of Conversion Events Goals eCommerce

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@Rob Bertholf Event ● Event tracking is a simple way to track how users are interacting with your site. ● You can track just about anything such as videos played, submitted forms, if people scroll through your content, or downloads. _gaq.push([‘_trackEvent’, ‘button’, ‘clicked’]);

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Events

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Top Events

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@Rob Bertholf Goal ● This should be a wide range of activities such as purchases, contact form completions, creating an account, time on site, signing up for a newsletter, etc. ● Associate monetary value with these goals if possible.

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@Rob Bertholf Funnel Visualization ● Where do we lose the visitor? (Multi step form or conversion path)

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@Rob Bertholf eCommerce ● Ecommerce tracking will allow you to understand not only how much revenue you're making but what channels are responsible for driving revenue

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@Rob Bertholf Google Webmaster Tools http://google.com/webmasters

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@Rob Bertholf http://robbertholf.com See SEO tutorial for Google Webmaster Tools information

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@Rob Bertholf Social Analytics

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@Rob Bertholf Native Analytics ● Facebook Insights ● Twitter: Hootsuite/SproutSocial/SManalyzed ● Instagram: IconoSquare.com

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@Rob Bertholf SManalyzed.com

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@Rob Bertholf http://robbertholf.com See Social Metrics tutorial for more information

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@Rob Bertholf Questions? @Rob Rob@Bertholf.com

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@Rob Bertholf Found this useful? Tell me! Please tweet: “.@Rob, just saw the #Analytics tutorial and though it was _________”.