1. Google and Web Analytics for
Marketers: Which Website
Metrics REALLY Matter?
Hosted By:
American Marketing Association
Presented By:
eMagine
Sponsored By:
Percussion Software
DATE: October 1, 2014

2. Presenters
Alicia Hale
VP of Digital Marketing Services
@aliciahalevp
Bill Gadless
President
@emaginebill

3. #metricsmatter

4. Which website data is relevant to maximizing marketing impact
How to use Google Analytics to understand visitor behavior
What you can test and change to optimize for conversion rates
Understanding your SEO metrics is just the beginning of a robust digital
marketing strategy
Questions
Agenda

5. Which Metrics Matter?

6. Using Google Analytics to Understand
User Behavior

7. Who is Your Visitor?

8. Who Is Your Visitor?
• Location

9. Who Is Your Visitor?
• Language

10. Who Is Your Visitor?
• Demographic Data

11. Who Is Your Visitor?
• New vs. Returning

12. Who Is Your Visitor?
• Frequency & Recency

13. Which Device Are They Using?

14. Which Device Are They Using?

15. Where Did Your Visitor Come From?

16. Where Did Your Visitor Come From?
• Direct

17. Where Did Your Visitor Come From?
• Referral

18. Where Did Your Visitor Come From?
• Email

19. Where Did Your Visitor Come From?
• Organic

20. Where Did Your Visitor Come From?
• Organic Entrance Pages

21. Where Did Your Visitor Come From?
• Organic Queries

22. Where Did Your Visitor Come From?
• Additional Insights
– Campaigns Section of Analytics
– Google URL Builder

23. Where Did Your Visitor Come From?
• Additional Insights
– Google URL Builder*
http://gaconfig.com/google-analytics-url-builder/

24. Where Did Your Visitor Come From?
• Additional Insights
– Campaigns section

25. Where Did Your Visitor Come From?
• Additional Insights
– Campaigns section

26. Where Did Your Visitor Come From?
• Additional Insights
– Campaigns section

27. How Is Your Visitor Using Your Site?

28. How is Your Visitor Using Your Site?
• Day of week for visit
Template Link: http://goo.gl/ueGcUF

29. How is Your Visitor Using Your Site?
• Time of day for visit
Template Link: http://goo.gl/JUrJio

30. How is Your Visitor Using Your Site?
• Engagement

31. How is Your Visitor Using Your Site?
• Bounce Rate

32. How is Your Visitor Using Your Site?
• Behavior Flow

33. How is Your Visitor Using Your Site?
• Most Viewed Pages

34. How is Your Visitor Using Your Site?
• Exit Pages

35. Optimizing for Conversion

36. Are They Converting?

37. Are They Converting?
• Measuring Conversion Rate Optimization (CRO)
– Creating & Measuring the Funnel
– Best Practices

38. Are They Converting?
• Tracking Conversions

39. Are They Converting?
• A/B/N Testing within Analytics using Content Experiments
For more on Content Experiments: http://goo.gl/FqKCAA

40. Recap
We marketers have a ton of data at our disposal
Google Analytics is an excellent tool that allows us to learn valuable
information about our website visitors (aka prospects)
The key to digital marketing success is translating the information we
learn from GA into actionable insights that improve user experience
Although the definition of a “conversion” is different for all businesses,
the tracking of conversions is essential

41. Understanding Your SEO Metrics is Just
The Beginning of a Robust Digital
Marketing Strategy…

42. Questions?
www.emagine.com