Google Analytics for �Small Business

By Martin Brossman, Greg Hyer & Robin Werling�NCSmallBusinessTraining.com

NCSmallBusinessTraining.com

Martin Brossman

• Self Employed Success Coach since leaving IBM 1995
• Joined LInkedIn in 2004
• Teaching statewide at the community colleges since 2006
• Over 10 years experience with social media, starting with LinkedIn
• Taught first 10 session Social Media Mastery in the Triangle in 2010 and now at NC State Technology Training Solutions
• 3 Published books on Social Media & LinkedIn
• Latest is on using #Hashtags
• Senior Strategist with web marketing company
• Lead networking groups since 1996
• Podcast show for over 5 years – Linking Into Sales

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Economic growth from the ground up through micro and small business in NC

Robin Werling

• Robin’s digital marketing agency, Super Media Girl
• 20+ years experience in creating websites, SEO/SEM, digital strategy, online marketing, and sales management.
• She helps businesses tell their story, build trust online, and present themselves in a way that drives social selling and engagement.
• The focus of her marketing services targets SEO/SEM, Digital Strategy, Crisis Reputation/PR Management, Internet Marketing,� Online Listing Management,.Social Media Management, �and creating YouTube Channels/Video Ads.
• Highlights of Robin’s creative skills are Website design, �Photography and Graphics.
• Her website http://supermediagirl.us/ and �Google Maps for reviews https://goo.gl/maps/G6EVeiZavzs

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About the Instructor

Greg Hyer

About.me/GregHyer

Greg is a digital marketing and social selling trainer. He has strategized and executed a number of digital marketing campaigns for companies like iContact, Delta Apparel, KnowledgeTree, Healthgrades, VoteRockit and Innovapad.

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Greg is the co-owner of Linking into Sales where he works with Martin Brossman to help sales professionals become social selling professionals.

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Course:

• Google Analytics
• Google AdWords
• B2B Email Marketing
• LinkedIn and Twitter Advertising
• Social Selling with LinkedIn
• Podcasting - Getting Started

Tell me about you

What is Google Analytics?

“Google Analytics is a freemium web analytics service offered by Google that tracks and reports website traffic. Google launched the service in November 2005 after acquiring Urchin. Google Analytics is now the most widely used web analytics service on the Internet.”

https://www.google.com/analytics/

Analytics

Analytics is the refinement of data to extract meaning and create metrics.

What is Metric? Facts and figures that represent key results of something we are measuring to track and monitor to assess the state of our efforts.

Examples: Growth Metrics, Publication Metrics, �Engagement Metrics

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Why Understand Analytics

1. Optimize your performance
2. Gain a competitive advantage
3. Achieve better targeting
4. Get to know your customers

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Google Changes Over the Years

Search Engine

• Keyword
• Desktop
• Backlinks
• Good content
• Things over People
• Goal: best “Search Engine”
• Based on using a keyboard and typing in content

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Knowledge Engine

• Natural language questions
• Mobile
• Relevant and in context content
• Answering Questions
• People over things
• Goal: Digital Personal Assistant
• Google wants to understand what is on your mind, well before it’s on your mind.

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Build a Customer Persona

• Build a persona of current customers and ideal customers so you know who you are speaking to online
• 3 to 10 Personas
• Your store / location needs to look like they are very welcome
• e.g., adding new menu items that would be appealing to them

Three Persona Groups to Identify

Future Customer Personas

Least Desirable�Customer Personas

Current Best Customer�Personas

Know�Your

Customers

Specifically

The buyer's Journey

• Before the customers know they have �a need or want a product / service�
• They recognize or discover they have �a need or want a product / service�
• They are seeking information and validation �for the “right” product or service�
• They engage with the seller for information, not obtainable on-line�
• They make a decision to buy the product or service�
• If made into a raving fan they recommend the product or service�
• They remember the value of what they received.�
• They buy again or more

What is Google Analytics?

“Google Analytics is a freemium web analytics service offered by Google that tracks and reports website traffic. Google launched the service in November 2005 after acquiring Urchin. Google Analytics is now the most widely used web analytics service on the Internet.”

https://www.google.com/analytics/

Google - not the only “Analytics”

Adobe Web Analytics (Omniture) - Fee based enterprise level analytics and competitor to Google Analytics. Costs about $10K per month�http://www.adobe.com/marketing-cloud/web-analytics.html

Wordpress JetPack Plugin Site Stats�https://wordpress.org/plugins/jetpack/stats

Social Media has Analytics too

Twitter Analytics�https://analytics.twitter.com

Facebook Insights�https://www.facebook.com/help/search/?q=insights

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Let’s start by just thinking about how a customer interacts with a brick and mortar location

What do you care about? - Imagine a retail store

• How many times did people search for your store?
• Where did the people come from?
• How many people came into your store?
• How long did they stay inside your store?
• What aisles did they walk down?
• What were they looking at but not purchase?
• What do they purchase?

Now let’s discuss �how customer may interact �with your business on the web

On the web

• What keywords did people search for in Google to find you?
• Did they find what they were looking for?
• What items on your website kept their attention?
• Did they go to the page you wanted them to?
• What are they trying to find that you aren’t offering but should be offering?

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Questions to answer about your website

• What action do you want them to take when they come to your website?
• What specifically do you want to track?
• Phone calls
• Form completions
• Page views
• Ecommerce transactions
• Where traffic is coming from
• What is being clicked on
• What are the goals of your website?
• Do the goals of your website relate to the goals of your business?

Now let’s discuss Google’s �free products�to track this activity!

For Small Business focus on

Google Analytics

Former:

Google Webmaster �Tools

Google Tag Manager

Google Search �Console

The Two Main Free Tools to know and use with Google Analytics

https://www.google.com/analytics/

Google Analytics

Free Google Analytics. Should make sure to also use “Google Search Console” (formerly Google Webmaster Tools.)

Google Tag Manager

Manage all your “tags” including Analytics. Used at enterprise level.

Google Data Studio

More advanced visual display of data results. Beta

Creating Reports

Gaining the most information and power free �from Google!

Google Analytics

Google Search �Console

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Google Adwords

Recommended Setup Sequence

• Google Analytics
• Google Search Console
• Google Adwords

“Google Search Console”

(formerly Google Webmaster Tools.)

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After setting up Google Analytics �you want to set up “Google Search Console” �(formerly Google Webmaster Tools.)

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https://www.google.com/webmasters

Google Search Console (Google Webmaster Tools)

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https://www.google.com/webmasters/tools/

• Important so we make sure your website is correctly “crawled” or “indexed”
• To monitor your website for problems
• You need to:
• Sign in with a gmail, add your website & then add code to your site so Google can verify it is yours

Will go to this page

Start Here: https://www.google.com/webmasters/verification/

Add a Property More Details

Important with Google Search Console

• Add www.yoursitename.com and yoursitename.com �(you don’t have to add a second site code)
• https://youtu.be/aozclsavSu4?t=1m6s
• Create your sitemap here as well

Tool to use with Google Analytics

• Need to have Google Analytics and Web Search Console connected!
• Web Search Console (used to be Webmaster Tools)
• Tool to “submit” your website to Google
• Also place to go if you think you have error,
• concerned it was hacked
• Duplicate titles, SEO things
• What search terms are being used when a website comes up in a Google Search

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For wordpress a simpler “analytics” is�Wordpress Jetpack stats

We will start by going over Wordpress Jetpack stats

“There are many plugins and services that provide statistics, but data can be overwhelming. Site Stats makes the most popular metrics easy to understand through a clear and attractive interface.”

Jetpack

• Jetpack is a package of plugins that includes integration with wordpress.com .
• When you connect, you are hosted ( from wordpress.org ). It is a third party integration.

Understanding the Wordpress Jetpack Stats

• You must install the Jetpack Plugin
• Select Active Site Stats
• Add Site States to your Dashboard

• That adds the site stats widget �on your Dashboard.
• No conflict with Google Analytics

Terms you need to know...

• Visits - e.g. 348 Visits
• Bounce Rate - e.g. 8.65% Bounce Rate
• Pageviews - e.g. 938 Pageviews
• Time on Site - e.g. 00:00:51 Avg. Time on Site
• Pages/Visit - e.g. 2.70 Pages/Visit
• New Visits - e.g. 85.34% New Visits

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“A Session”

The time from when someone 1st comes to the pages and then leaves your site or becomes inactive for more than 30 min (or whatever you set the session timer to).

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• Visits

The number of times your website is visited.

• e.g. 348 Visits

If you left and came back �that is 2 visits.

• Bounce Rate

They went to one page and left. This is not all bad--for example, if you have a squeeze page where the next step is to call you. Depends on the next desirable action you want them to take on the page (Call to Action).

• e.g. 8.65% Bounce Rate

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• Pageviews

Number of pages viewed in a session.

• e.g. 938 Pageviews

Total number over time period �Of all all visitors put together. �Less could be better.

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• Time on Site

The total time they spend on your website. You could have a time on site of 10 min with 100% bounce rate if they come to one page and watch a video for 10 min and then leave.

• e.g. 00:00:51 Avg. Time on Site

• Pages per Visit (session)

How many unique pages they went to during their visit to your page.

• e.g. 2.70 Pages/Visit

• New Visits

Those that have never visited your site before. Think New vs. Returning. Important to know for building traffic.

• e.g. 85.34% New Visits

Two Important Concepts: Conversion & Transaction

Conversion is desired event that happened on your website. The result of a call to action.

E.g. Signing up for a newsletter or filling out a contact form or downloading a document.

Transaction is typically related to revenue or exchange of goods.

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E.g. Buying your product and paying for it or cashing in a rewards points for an extended stay at a hotel online.

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Steps for Setting up Google Analytics & Adwords

• Sign up for Google Analytics - May want to use your gmail for your local directory or main website email�https://www.google.com/analytics/
• Get the tracking code. In analytics / Tracking Info / Tracking code �(also find the Tracking ID here if needed)
• Add the tracking code to your website. To each page right before the closing “Head tag” or if you have a wordpress site use a plugin to manage that.
• Identify the critical actions your customers �need to take on the site

Adding Google Analytics to your website

https://analytics.google.com/

Google Analytics Help & Getting Started

https://support.google.com/analytics/#topic=3544906

Signing up for the first time with Google Analytics

Fill in your information

More...

Website name, Website address

More...

Then you will get your tracking code

Installing the Google Analytics JavaScript

This is the code you will add on each page of your website to capture visitor information and send to your Google Analytics account.

1. Manually Add the code to the “Header.php” file of your Wordpress site before the </head> tag.

<script>� (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){� (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),� m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)� })(window,document,'script','https://www.google-analytics.com/analytics.js','ga');�� ga('create', 'UA-XXXXXX-01', 'auto');� ga('send', 'pageview');��</script>

Installing the Google Analytics JavaScript

This is the code you will add on each page of your website to capture visitor information and send to your Google Analytics account.

2. Using your Wordpress theme settings (if available) enter your Google Analytics Property ID (UA-XXXXXXX-XX).

Plugins for Google Analytics

• Google Analyticator
• Wordpress Plugin that integrates Google Analytics to your Wordpress site and displays a summary on your Dashboard: Google Analyticator by SumoMe.com https://wordpress.org/plugins/google-analyticator/

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Let’s take a little tour of Google Analytics

showcasing some information

that may be useful

Where are the coming from...

Social Channels...

Real Time...

AUDIENCE..

AUDIENCE, Age

Adwords - Search Queries

Tag Manager

Get help setting this up!

Tag Manager

Deploy tags on one page, specific pages or all pages from one tool.

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Tag Manager plugin for Wordpress

DuracellTomi's Google Tag Manager for WordPress By Thomas Geiger

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Campaign URL Builder — Google Analytics Demos & Tools

Google URL Builder

What is the Google UTM Code

“UTM” stands for “Urchin tracking module.” Urchin Software Corporation was acquired by Google in 2005, and their software laid the groundwork for what we now know as Google Analytics.

UTM codes are bits of text you can add to a link that tell Google Analytics (as well as other analytics tools) a little bit more information about each link. Here’s a sample of what one looks like:

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Google URL Builder -

https://ga-dev-tools.appspot.com/campaign-url-builder/

Tracking Social Media with Google Analytics

https://adespresso.com/blog/facebook-ads-google-analytics/

If your site is hacked make sure to tell Google it is Fixed!

Why you need to use “Google Search Console” (formerly Google Webmaster Tools.)

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To owner of http://www.martinbrossmanandassociates.com/,

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Google has detected that some of your webpages have been hacked by a third party who may have created spammy or malicious content on your site. This lowers the quality of results for Google Search users and affects the reputation of your site. We have applied a manual action to your site that will warn users of hacked content when your site appears in search results. It will protect our users from malicious content present on the site. To remove this warning, clean up the hacked content and file a reconsideration request. To protect yourself from this happening again, we also recommend you secure your site against intrusion by implementing industry best practices.

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Following are some example URLs where we found pages that have been compromised. Review them to gain a better sense of where this hacked content appears. The list is not exhaustive.

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Google Notice of a possible hacked site

Action items:

1. clean up the hacked content
2. file a reconsideration request

Reconsideration Requests

What is a reconsideration request?

“A reconsideration request is a request to have Google review your site after you fix problems identified in a manual action notification. “

Submit a reconsideration request

Please follow the steps below to help you get started:

1. Sign into your Search Console account.
2. Verify all versions of your site to ensure you have complete and accurate data.
3. Visit the Manual Actions section to see if Google has taken any actions on your site.
4. Fix issues on your site as described by the manual action.
5. Review Security Issues in Search Console for other possible issues with your site.
6. Click on 'Request a review' to ask Google to reconsider your site.

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1. Click on 'Request a review' to ask Google to reconsider your site.

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Finding the Keywords for your site

Organic Keyword (if available) in Analytics

Go to: ACQUISITION / Channel / Organic Search

Why does (not provided) show up?

“In October 2011, Google changed the way it harvests data from search to protect users’ privacy.

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If a user is logged into a Google product (such as Gmail or any Google Account) when searching, their search is conducted over SSL. As such, the referral data relating to that search is hidden.”

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This is why we want to set up Adwords and “Google Search Console”

(formerly Google Webmaster Tools.)

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Google Search Console

Search Traffic / Search Analytics - �Select Queries and Date Range

Another solution to (not provided)

keyword-hero.com

WHAT IS THE KEYWORD HERO?

“The Keyword Hero is the solution that puts the organic keywords back into Google Analytics. It is a comprehensive SEO tool and fully integrated into Google Analytics.

The tool fetches data from your Google Analytics account, Search Console, and computes the keywords for your organic sessions. After the keyword matching process, the Hero uploads the data to your newly created Keyword Hero Property inside your Google Analytics account.”

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Another solution is looking for top keywords of highest competition using spyfu.com

Answer the Public! https://answerthepublic.com/

Last, just listen to your customers..

And do Chrome Incognito Searches

Let’s go live...

What is your “Digital First Impression” on the Web?

Do you think people make up positive stories of people they know nothing about?

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What does someone find googling your business name and your personal name? Act like everything you post is seen by your best customers.

Tracking the conversation of YOU �and/or your business on the Web

Going Incognito

Learn about going Incognito: https://youtu.be/YfDsybL2hk4

Keeping Track with Screenshots

Why use screenshots? Learn more: https://youtu.be/BusRNl6vj3o

Insights and Actions

Google Analytics for

Small Business

By Martin Brossman and Greg Hyer

Thank you!