Google Analytics Workshop ICEF Toronto May 12th 2016 Philippe Taza CEO Higher Education Marketing ptaza@higher-education-marketing.com

Today’s Presentation Setup internal IP filter Share access to a user Create a custom international segment Use the URL Builder to Tag campaigns Exporting reports Link Google Webmaster Tools (Search Console) Link Google AdWords Setup website goals Prepare a Google Analytics Measurement Plan Setup a dashboard

The importance of Digital Analytics https://www.youtube.com/watch?v=JbXNS3NjIfM&feature=youtu.be Run video

Understanding the different channels: Agents vs. Digital Marketing Digital marketing generates both inquiries and student applications Agents activity typically generates student applications Following up with inquiries is a different process than processing applications

Key metrics and dimensions defined https://www.youtube.com/watch?v=TW3gx4t4944&feature=youtu.be Run video

International Student Recruitment Channels

The Google Analytics Admin Control Panel Select the Admin tab to access the Google Analytics control panel

Managing Google Analytics Accounts

Setting up an account It’s really easy to get up and running with Google Analytics, just insert the code into the pages you want to track.

Remove internal traffic – setup an IP Filter You should always have a raw unfiltered profile which you can refer to if needed.

Exercise: setup your IP filter

Sharing Google Analytics access Google Analytics provides many levels of permissions for sharing access

Exercise: share access to one of your colleagues

The Google Analytics Reporting Interface Other cool features are available: exporting, email scheduling, etc.

Exercise: set date range to year over year

The Overview Report where it all begins! The Overview report under Audience, is the report you land on once you begin your Google Analytics journey.

The Location Report The Location report under Audience can tell you where your traffic is coming from: countries, states, cities, etc.

Choose from many Default Segments setup, profiles, filters, traffic, goals, KPIs Under the system tab, you will find 22 segments to choose from. The purple ones are some of my favorites. New custom segments can also be created for advanced users!

Include only international traffic

Exercise: let’s setup the international filter

Measure International Conversions by Country setup, profiles, filters, traffic, goals, KPIs

Exercise: exporting reports Download a PDF version of the report Email the report Schedule the report to be sent by email setup, profiles, filters, traffic, goals, KPIs

The Mobile Overview Report The Mobile Overview report under Audience, can tell you more about the types of devices which are accessing your site.

Ask audience what % of their traffic is mobile

Exercise: Measure your Mobile activity by Country

The All Traffic Report The All Traffic report under Acquisition, gives you micro level insights into the various sources of traffic your website is receiving. Notice how we are able to track off line Newspaper traffic and PPC initiatives on Facebook.

Google Analytics URL Builder Use the URL builder to manually tag URLs you will use in specific campaigns. https://support.google.com/analytics/answer/1033867?rd=2

Let’s tag a Facebook advertising campaign Exercise: use the URL Builder to tag a campaign Let’s tag an email Let’s tag a Facebook advertising campaign https://support.google.com/analytics/answer/1033867?rd=2

Channels Report The importance of benchmarking your current site - Search - Traffic, most popular pages - User segmentation Conversion paths, conversions http://www.searchenginejournal.com/how-to-avoid-seo-disaster-during-a-website-redesign/42824/ The Channels report under Acquisition, gives you macro level insights into the various channels you are using to attract traffic to your website.

Channels definition Organic: SEO Traffic from search engines Email: links in email campaigns Direct: users enter the URL directly in the browser Referral: traffic from other sites yours is linked on Social: Facebook, Twitter, LinkedIn, etc. Paid Search: Google AdWords, Bing ads, etc.

Year over Year SEO Traffic Year over year comparison is very useful to measure the health of your SEO Traffic and conversions from that channel

The AdWords Campaign Report Notice how AdWords has a full section of reports which are available under Acquisition. You will need to link Google AdWords and Google Analytics to have these reports populated. For those of you using AdWords, it would be important not to rely only on the data available in the Google AdWords interface.

Exercise: Link AdWords If you are marketing with Google AdWords, you must link the accounts for better tracking.

The Queries Report The Queries report under Acquisition, provides organic or SEO keyword level information. You can see what keywords your website is generating impressions and clicks from, and know what is your average position on Google. You will need to link Google Webmaster Tools and Google Analytics to have these reports populated.

Exercise: link Google Search Console to GA Webmaster Tools provides deep insights into your website and should be linked.

The Social Overview Report The Social Overview report under Acquisition, gives you a snapshot of how your social channel is performing.

Social activity directed to your website

Social plugins

The All Pages Report The All Pages report under Behavior, gives you page by page insights including how often it’s been viewed, the average time spent on that page, the bounce rate and the page value. The page value gives you an indication of the propensity of a user to convert on one of your goals after seeing that particular page.

Exercise: include secondary dimension for hostname

The Landing Pages Report The Landing Pages report under Behavior provides information on the first pages users see or land on. The definition of landing page is the first page a user lands on.

The All Pages Navigation Summary Report The All Pages Navigation Summary report under Behavior provides detailed insights on which pages users visited before and after a particular page. You will also know what percentage of users enter and exit that page. This is one of my favorite reports 

The Goals Overview Report The Goals Overview report under Conversions, provides a summary view of the total number of conversions and conversion rate.

The Reverse Goal Path Report The Reverse Goal Path report under Conversions tells you which pages were seen prior to converting.

The Funnel Visualisation Report The Funnel Visualisation report under Conversions gives you insights on how effective your conversion page is. In this example, 54% of sessions decided to fill out the form and convert!

Measurement plan framework https://www.youtube.com/watch?v=EpDA3XaELqs&feature=youtu.be Run video http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/

Implement a Google Analytics measurement plan

Use Dashboards to report on your measurement plan

Agent Dashboard

Non Agent Dashboard

Exercise: create your measurement plan Use Word Document

Goals vary based on personas Its important to map out the goals that the various users may have. Google Analytics makes it possible to track and measure many types of goals.

Setting up Website Goals You can track many types of goals in Analytics

Common website goals for educational institutions Online application form Ask a question form Contact us form PPC inquiry form Online payment gateway Live chat event PDF Brochure download event

Setting up Website Goals

Google Analytics goals Here is an example of all the active goals which are available in this Google Analytics account

Exercise: let’s setup a goal

Exercise: prepare a dashboard

Google Analytics Resources URL Builder: https://support.google.com/analytics/answer/1033867?rd=2 Google Analytics Academy: https://analyticsacademy.withgoogle.com/ Google Tag Manager: https://tagmanager.google.com Google Analytics Blog: https://analytics.blogspot.com/ Google mobile friendly test: www.google.com/webmasters/tools/mobile-friendly

Have Questions? I’m easy to reach: Philippe Taza Tel: 514-312-3968 ext:104 ptaza@higher-education-marketing.com www.higher-education-marketing.com https://twitter.com/PhilippeTaza