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Increasing Audience Share Using Google Analytics. Helen M. Overland PodCamp Toronto, 2009. Increasing Audience Share Using Google Analytics. Today: Who Am I? Use Your Tools Find the Referring Page Better Track Social Media Traffic Actually Log In Sometimes.

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Increasing Audience Share Using Google Analytics

Helen M. Overland

PodCamp Toronto, 2009

Helen M. Overland | PodCamp Toronto 2009


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Increasing Audience Share Using Google Analytics

  • Today:

  • Who Am I?

  • Use Your Tools

  • Find the Referring Page

  • Better Track Social Media Traffic

  • Actually Log In Sometimes

Helen M. Overland | PodCamp Toronto 2009


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Increasing Audience Share Using Google AnalyticsWho Am I?

  • Director, Search Engine Marketing with non~linear creations – www.nonlinearcreations.com

  • Online marketing projects with large well-known brands

  • Proven success: have used creative marketing to generate steady increases in sales on a limited 5% budget

  • Almost a decade of experience

  • Speaker at marketing conferences such as Search Engine Strategies and Search Marketing Expo

Helen M. Overland | PodCamp Toronto 2009


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Increasing Audience Share Using Google Analytics Use Your Tools

Know What’s In Your Toolbox!

  • On-site Search Tracking

    • Find out if you have usability barriers

    • See what content people want

  • Custom Filters

  • Visitor Segments

  • Custom Reports

Helen M. Overland | PodCamp Toronto 2009


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Increasing Audience Share Using Google Analytics Use Your Tools

Know What’s In Your Toolbox!

Set up on-site search tracking:

yoursite.com/index.php?q=test

qis the search parameter

Helen M. Overland | PodCamp Toronto 2009


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Increasing Audience Share Using Google AnalyticsUse Your Tools

Know What’s In Your Toolbox!

  • On-site Search Tracking

  • Custom Filters

    • Exercise control over your data

    • Gain better insight into visitors

  • Visitor Segments

  • Custom Reports

Helen M. Overland | PodCamp Toronto 2009


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Increasing Audience Share Using Google Analytics Use Your Tools

Know What’s In Your Toolbox!

  • On-site Search Tracking

  • Custom Filters

  • Visitor Segments

    • Not all visitors behave the same

    • Find out how different segments behave

  • Custom Reports

Helen M. Overland | PodCamp Toronto 2009


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Increasing Audience Share Using Google Analytics Use Your Tools

Know What’s In Your Toolbox!

  • Visitor Segments

Helen M. Overland | PodCamp Toronto 2009


Increasing audience share using google analytics use your tools9 l.jpg
Increasing Audience Share Using Google Analytics Use Your Tools

Know What’s In Your Toolbox!

  • On-site Search Tracking

  • Custom Filters

  • Visitor Segments

  • Custom Reports

    • Compile the information you need

Helen M. Overland | PodCamp Toronto 2009


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Increasing Audience Share Using Google Analytics Use Your Tools

Know What’s In Your Toolbox!

  • Custom Reports

Helen M. Overland | PodCamp Toronto 2009


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Increasing Audience Share Using Google Analytics Finding the Referring Page

  • Default Google Analytics:

Helen M. Overland | PodCamp Toronto 2009


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Increasing Audience Share Using Google Analytics Finding the Referring Page

  • Default Google Analytics:

  • The Information We Want:

Helen M. Overland | PodCamp Toronto 2009


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Increasing Audience Share Using Google Analytics Finding the Referring Page

How to Get Full Referring Page Information

Step #1 – Create a new profile & add this filter:

Helen M. Overland | PodCamp Toronto 2009


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Increasing Audience Share Using Google Analytics Finding the Referring Page

How to Get Full Referring Page Information

Step #2 – Create the following Custom Report:

Helen M. Overland | PodCamp Toronto 2009


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Increasing Audience Share Using Google Analytics Finding the Referring Page

How to Implement Full Referring Page Information

Step #3 – Wait a few hours, then check your custom report:

Helen M. Overland | PodCamp Toronto 2009


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Increasing Audience Share Using Google Analytics Better Track Social Media Traffic

Why?

Track referrers more accurately – know where to spend your efforts

Find out which services drive the most traffic

Spend more time interacting with networks that work for you

What to Track:

  • Twitter

  • Facebook

  • LinkedIn

  • Banner Ads

  • Email Links

  • Etc.

Helen M. Overland | PodCamp Toronto 2009


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Increasing Audience Share Using Google Analytics Better Track Social Media Traffic

How to Implement Campaign Link Tagging

Step #1 – Use the Google URL Tool to create the tracking link

http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578

Helen M. Overland | PodCamp Toronto 2009


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Increasing Audience Share Using Google Analytics Better Track Social Media Traffic

How to Implement Campaign Link Tagging

Step #2 – Send the link out

Helen M. Overland | PodCamp Toronto 2009


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Increasing Audience Share Using Google Analytics Better Track Social Media Traffic

How to Implement Campaign Link Tagging

Step #3 – Wait a few hours, then check your campaigns

Helen M. Overland | PodCamp Toronto 2009


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Increasing Audience Share Using Google Analytics Actually Log In Sometimes

Analytics Data on a Server is Useless

  • Log in, Look at trends:

    • Total traffic

    • Referring sites, pages & campaigns

    • Popular content

    • Look at your segments

  • Above all, make a decision and DO SOMETHING

Helen M. Overland | PodCamp Toronto 2009


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Increasing Audience Share Using Google Analytics

Summary:

  • Use the tools available to locate problems and increase content your audience wants

  • Track the full referrer of pages to increase understanding of how people see your site

  • Track your outreach efforts to see what’s working and drop what’s not

  • Actually Use the Data to make an action plan

Helen M. Overland | PodCamp Toronto 2009


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Thank You!

Helen M. Overland [email protected]

nonlinearcreations.com

MsSEM.com

Follow Me: twitter.com/semlady

Download this presentation after Monday, Feb 23rd at:

cli.gs/analytics

Helen M. Overland | PodCamp Toronto 2009


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