1. Shared by: Stephanie Padgett July 2009

2. Google Analytics—What Is It? FREE tool that allows you to analyze your web site traffic for: Total and unique visit Time spent Page views Bounce rate Geography Referral sites

3. Google Analytics—Why It’s Important Determines HOW people get to your site Reveals WHERE they come from Shows WHAT they find valuable Highlights WHEN they bail Demonstrates HOW OFTEN they visit

4. Key Terms to Know Visits Visits Total number of people who come to your site based on IP address Pageviews Pageviews Visits x number of pages visited Uniques Uniques Counts each IP address only once Bounce Rate Bounce Rate % of your visitors that leave your web site from that particular page

5. Analytics Dashboard Starting point You control time period Can compare to other ranges

6. What data is important? Traffic Sources Traffic Sources Reveals how visitors found your site Links to paid and organic search Guides your search programs

7. What data is important? Referring Sites Referring Sites Determine which sources bring you leads Optimize those sources that are most effective Can also track conversions (e.g. completed info form) Save money by eliminating paid referrals that don’t produce

8. What data is important? Map Overlay Map Overlay Demonstrates where your visitors are coming from By country, state, city Helps to identify potential marketing opportunities

9. What data is important? Content Overview Content Overview What areas of your web site are most/least visited Where is the most time spent Can analyze by new visitor (likely prospect) vs. returning visitor (likely parent)

10. What data is important? Top Exits Top Exits Shows where people leave your site Can analyze by new visitor (likely prospect) vs. returning visitor (likely parent) Usually page w/ jobs, price or photos

11. New vs. Returning For established Final Site clients Hones in on behaviors of your prospects Referral Sources Time Spent Exit points

12. Other Options Segment Creator Segment Creator Create custom segments based on behavior (e.g. people who visited your pre-school info page) Web site optimizer Web site optimizer Provides suggestions on how to improve your site

13. Analyze and Optimize Review data every six months Compare to same time year ago Compare to past six months Use to evaluate crisis risk (e.g. links from sources with negative reports) Use to evaluate effectiveness of other paid marketing or PR Look for trends in referral sources, geography, exit points, total visits Check Google often—new tools and tricks are constantly being introduced!

14. New Site? Set-up Google Analytics on your current account for comparison Remember “new visits” won’t count for 6 months When you switch, remember to change any existing landing pages, conversion settings or paid search (URL’s of site and landing page must match) Use Google help tools, videos and formums

15. Questions? Need Help? Stephanie Padgett, Walch Communications Stephanie.Padgett@empowermm.com 513.719.6255