1. February 21, 2009 Helen M. Overland | PodCamp Toronto 2009 H ELEN M. O VERLAND PodCamp Toronto, 2009 Increasing Audience Share Using Google Analytics

2. February 21, 2009 Today: 1.Who Am I? 2.Use Your Tools 3.Find the Referring Page 4.Better Track Social Media Traffic 5.Actually Log In Sometimes Helen M. Overland | PodCamp Toronto 2009

3. Increasing Audience Share Using Google Analytics Who Am I? February 21, 2009 Director, Search Engine Marketing with non~linear creations – www.nonlinearcreations.com www.nonlinearcreations.com Online marketing projects with large well-known brands Proven success: have used creative marketing to generate steady increases in sales on a limited 5% budget Almost a decade of experience Speaker at marketing conferences such as Search Engine Strategies and Search Marketing Expo Helen M. Overland | PodCamp Toronto 2009

4. Increasing Audience Share Using Google Analytics Use Your Tools February 21, 2009 Know What’s In Your Toolbox! On-site Search Tracking  Find out if you have usability barriers  See what content people want Custom Filters Visitor Segments Custom Reports Helen M. Overland | PodCamp Toronto 2009

5. Increasing Audience Share Using Google Analytics Use Your Tools February 21, 2009 Know What’s In Your Toolbox! Set up on-site search tracking: yoursite.com/index.php?q=test q is the search parameter Helen M. Overland | PodCamp Toronto 2009

6. Increasing Audience Share Using Google Analytics Use Your Tools February 21, 2009 Know What’s In Your Toolbox! On-site Search Tracking Custom Filters  Exercise control over your data  Gain better insight into visitors Visitor Segments Custom Reports Helen M. Overland | PodCamp Toronto 2009

7. Increasing Audience Share Using Google Analytics Use Your Tools February 21, 2009 Know What’s In Your Toolbox! On-site Search Tracking Custom Filters Visitor Segments  Not all visitors behave the same  Find out how different segments behave Custom Reports Helen M. Overland | PodCamp Toronto 2009

8. Increasing Audience Share Using Google Analytics Use Your Tools February 21, 2009 Know What’s In Your Toolbox! Visitor Segments Helen M. Overland | PodCamp Toronto 2009

9. Increasing Audience Share Using Google Analytics Use Your Tools February 21, 2009 Know What’s In Your Toolbox! On-site Search Tracking Custom Filters Visitor Segments Custom Reports  Compile the information you need Helen M. Overland | PodCamp Toronto 2009

10. Increasing Audience Share Using Google Analytics Use Your Tools February 21, 2009 Know What’s In Your Toolbox! Custom Reports Helen M. Overland | PodCamp Toronto 2009

11. Increasing Audience Share Using Google Analytics Finding the Referring Page February 21, 2009 Default Google Analytics: Helen M. Overland | PodCamp Toronto 2009

12. Increasing Audience Share Using Google Analytics Finding the Referring Page February 21, 2009 Default Google Analytics: The Information We Want: Helen M. Overland | PodCamp Toronto 2009

13. Increasing Audience Share Using Google Analytics Finding the Referring Page February 21, 2009 How to Get Full Referring Page Information Step #1 – Create a new profile & add this filter: Helen M. Overland | PodCamp Toronto 2009

14. Increasing Audience Share Using Google Analytics Finding the Referring Page February 21, 2009 How to Get Full Referring Page Information Step #2 – Create the following Custom Report: Helen M. Overland | PodCamp Toronto 2009

15. Increasing Audience Share Using Google Analytics Finding the Referring Page February 21, 2009 How to Implement Full Referring Page Information Step #3 – Wait a few hours, then check your custom report: Helen M. Overland | PodCamp Toronto 2009

16. Increasing Audience Share Using Google Analytics Better Track Social Media Traffic February 21, 2009 Why? Track referrers more accurately – know where to spend your efforts Find out which services drive the most traffic Spend more time interacting with networks that work for you Helen M. Overland | PodCamp Toronto 2009 What to Track: Twitter Facebook LinkedIn Banner Ads Email Links Etc.

17. Increasing Audience Share Using Google Analytics Better Track Social Media Traffic February 21, 2009 How to Implement Campaign Link Tagging Step #1 – Use the Google URL Tool to create the tracking link http://www.google.com/support/a nalytics/bin/answer.py?hl=en& answer=55578 Helen M. Overland | PodCamp Toronto 2009

18. Increasing Audience Share Using Google Analytics Better Track Social Media Traffic February 21, 2009 How to Implement Campaign Link Tagging Step #2 – Send the link out Helen M. Overland | PodCamp Toronto 2009

19. Increasing Audience Share Using Google Analytics Better Track Social Media Traffic February 21, 2009 How to Implement Campaign Link Tagging Step #3 – Wait a few hours, then check your campaigns Helen M. Overland | PodCamp Toronto 2009

20. Increasing Audience Share Using Google Analytics Actually Log In Sometimes February 21, 2009 Analytics Data on a Server is Useless Log in, Look at trends:  Total traffic  Referring sites, pages & campaigns  Popular content  Look at your segments Above all, make a decision and DO SOMETHING Helen M. Overland | PodCamp Toronto 2009

21. Increasing Audience Share Using Google Analytics February 21, 2009 Summary: Use the tools available to locate problems and increase content your audience wants Track the full referrer of pages to increase understanding of how people see your site Track your outreach efforts to see what’s working and drop what’s not Actually Use the Data to make an action plan Helen M. Overland | PodCamp Toronto 2009

22. Thank You! February 21, 2009 Helen M. Overland helen@mssem.comhelen@mssem.com nonlinearcreations.com MsSEM.com Follow Me: twitter.com/semladytwitter.com/semlady Download this presentation after Monday, Feb 23 rd at: cli.gs/analytics Helen M. Overland | PodCamp Toronto 2009