1. BASICS analytics What’s SEO? The time machine has two settings:
Past – rely on keyword density for your one keyword!
Future-
Dystopian- Google changes constantly for no reason, so why bother?
Utopian- search engines are just like people now, so there’s no need.
analytics
BASICS

2. About Us www.HADENINTERACTIVE.com
I’m Rebecca Haden from Haden Interactive, a local WordPress shop
About Us
Haden Interactive builds, optimizes, and manages WordPress websites for large and small organizations on four continents.
Haden Interactive
Address: 1337 E. Ash, Fayetteville, AR
Phone: 02

3. Our Team Meet us here at WordCamp or at www.hadeninteractive.com
Here’s our team – we’d love to meet you and we’re happy to answer questions.
Rebecca Rosie Gideon Brittany 06

4. The most effective way to use analytics: find the answer to a question.

5. Example #1: A CPG Manufacturer
Web traffic increases, but sales don’t.
What’s up?
Identify a signal of intent to buy.
Measure increase in that signal.
Discover that only 35% of visitors have access.
This is a distribution, not a marketing issue.

6. Example #2: B2B E-Commerce
Looks like bing brings big spenders.
Should we optimize for bing?
Looking at big spenders shows a lot of bing users.
Looking at bing, not big spenders, doesn’t show higher conversion rates or purchases overall.
Visits from corporate centers are followed by purchases by vendors in the same city.
It’s not bing, it’s the corporation.

7. Example #3: Thought Leader
Are we influencing people, or just getting traffic?
How do we know?
Who’s visited? Executive office of the president: Visits: 17 Unique Visitors: 12 Pageviews: 77 Senate.gov: Visits: 29 Unique Visitors: 23 Pageviews: 139 House.gov Visits: 336 Unique Visitors: 70 Pageviews: 1,939
We can say confidently: this is not typical.

8. With no question, we often just look for good news.
But we have to move past this to find actionable data.

9. What’s Your Question?
Come up with a question – something you’d like to know about your website.
As we look at reports, decide which reports might give you the answer.

10. Major Reports
There are 4 primary reports and each has a lot of sub-reports

11. Audience Reports Overview Geo Active Users Language
Cohort Analysis (BETA)
Location
User Explorer
Behavior
Demographics
Technology
Mobile
Age
Custom
Gender
Benchmarking
Interests
Users Flow
Affinity Categories
In-Market Segments
Other Categories

12. Overview

13. Sessions, Users, Pageviews

14. How many Pageviews did www.example.com receive?
Check Understanding
Miles, Jorge, Lucy, and Svetlana visited Each of the men visited twice and looked at three pages each time, while each of the women visited three times and looked at one page each time. Svetlana looked at the same page each time, while Lucy looked at a different page on each visit.
How many Pageviews did receive? 18

15. User Explorer

17. Demographics

18. Interests

19. Geo Language

20. Geo Location

21. Acquisition Reports All Traffic AdWords Search Console Landing Pages
Overview
All Traffic
AdWords
Search Console
Landing Pages
Countries
Devices
Queries
Social
Campaigns

22. Traffic Sources

23. Source and Medium

24. Landing Pages Report

25. Query Report

26. Behavior Behavior Flow Site Content Site Speed Site Search Events
Overview
Behavior Flow
Site Content
Site Speed
Site Search
Events
Publisher
Experiments
In-Page Analytics

27. Behavior Flow Report
See where people are going as they progress through your we4bsite. Note drop-offs, ad behavior

28. Site Content> All Pages

29. Conversions Reports
You must set up goals in order to see any of these reports.

30. Goals

31. Top Conversion Paths

32. Once you identify a goal…
Identify a customer behavior.
Identify an online action that shows the behavior or a sign of intention.
Make sure your website offers a way to track the behavior:
A URL visited
A length of time on site.
An item downloaded.
Set up a goal in Google Analytics.

33. Set up a goal in Google Analytics

34. Describe your goal

35. Add goal details and create goal

36. Segments

37. Set up a segment

38. Then what?
Once you get to know what’s happening at your website, you can improve your website.
Make changes at the website to encourage the behaviors we want to increase.
Fix areas of confusion or abandonment.
Use what we learn about visitor acquisition to make the best allocation of resources.
Continue to monitor and respond, because things change.

39. Thank you for your attention !
@rebeccahaden