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Google Analytics

Google Analytics. Carla Pendergraft. Overview. Google Analytics Course Info The Purchase Journey & Path to Conversion Tracking Events in Google Analytics. Digital analytics fundamentals. Free Course offered by Google Video Based https://analyticsacademy.withgoogle.com/course

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Google Analytics

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  1. Google Analytics Carla Pendergraft

  2. Overview • Google Analytics Course Info • The Purchase Journey & Path to Conversion • Tracking Events in Google Analytics

  3. Digital analytics fundamentals • Free Course offered by Google • Video Based • https://analyticsacademy.withgoogle.com/course • 22 videos of 3-10 min. each. • Takes 4-6 hours to complete • There is a test!

  4. And then you get…

  5. Additional training • This course is only an introduction and give you no credentials. • Additional courses are available if you want to obtain certification: • Google Analytics Individual Qualification (“GAIQ”) • http://www.google.com/analytics/learn/

  6. The purchase journey • Ecommerce –sell products • Content Publishing – show ads to visitors • Brand – drive awareness and engagement • Lead generation – obtain contact info for salespeople • Informational sites – help people find info

  7. The path to conversion • There is probably a typical path a visitor would take through your website if they are a serious buyer. • For a lawn care company, they might come to the home page, click on your Services page, then click on your PDF entitled “7 Tips to Choosing the Best Lawn Care Company.” • Then they might go to your pricing page, then fill out a quote request form.

  8. Goals • So your goal is to get them to take that buyer path through your website, step by step. • The PDF download is an example of a micro-conversion. • It’s a step on the way toward becoming a buyer.

  9. Non-buyers • In comparison, a non-buyer might come to your home page and immediately leave. • That’s a “Bounce.” • Or they might download your PDF called, “Do It Yourself Lawn Care.”

  10. Behavior flow • You can learn a lot by studying the path visitors take through your site. • From the Dashboard, go to Audience – Visitor Flow • Let’s look at mine as an example.

  11. What visitor flow tells us • Look at the page they exit from. • Did they not find what they were looking for? • Should we put something more there? • I found many people were looking through my site and then exiting at the Pay page. • Pay page is for current customers who want to use a credit card to pay. • I surmised they were looking for Pricing, so I added a Pricing page.

  12. Visitor flow • Think about the buying process for your product • What can you give your customer to keep them in the buying process, yet move them forward?

  13. conversions • Macro conversions – a product is sold • Micro conversions – customer takes a positive step forward, toward the goal • They download a PDF: “How to choose a lawn care company” • They click on a YouTube video: “7 Ways We can Winterize Your Car” • They click on an image that links to your business’s Facebook profile

  14. Tracking events • We can add some code to specific links on a website and then track the clicks on those links. • We can use an Event Code Generator to automatically generate the code • Then we put the code in the link itself (requires some HTML knowledge)

  15. Event tracking code generator • http://marketylink.com/event_code_generator_for_Google_analytics.php

  16. Categories, actions, labels • Category • PDFs • Videos • Buttons • Action • Click_this_link, Download, Play_video • Label • Additional info such as “orange button” or “green button”. Optional.

  17. An easy way to learn • Create a test page on your website • Put a PDF, a YouTube video, and a photo with a link to something else. • Use the code generator to create an individualized event tracking code for each of these items • Place the unique code on each link • Now click on each link a few times • Wait a day or two • Look in your Google Analytics • Dashboard – Behavior - Events

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