Above are the slides for my recent webinar for eBOUND Canada members on Google Analytics for Publishers. In the presentation, I reference a number of resources that are availabe on the Boxcar Marketing blog so I thought it would be helpful to compile them here.
1. Getting Started (or making sure you're on your way, the right way)
a. Start with the slides above and this companion blog post on Google Analytics for Publishers
b. I always like telling people to think like a pirate when it comes to ABC Metrics and understanding the customer lifecycle. Here's the background on that.
c. If you're new to Google Analytics or implementing it on a new website, follow my Google Analytics Setup Checklist. If you have analytics already installed, it's still good to review the checklist and update or modify any settings that are out of date.
d. This 1-Minute Tip on setting multiple profiles is worth watching because I highly recommend you have a Raw Data profile before you start implementing goals or filters on your data set. Filters, in particular, change the data permanently.
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2. Get to Know Your Audience
a. Advance Segments let you parse the data to answer questions like how do mobile visitors perform on the site compared to desktop visitors. Additional custom segments can be added, which are handy for tracking marketing campaigns or understanding visitor behaviour. See the video tip below and the link to my blog post on it.
b. Blog post: Using Advance Audience Segments
3. Conversion Tracking
a. Blog post: How to Set up Goal Tracking
b. Make sure you assign a Goal Value. Watch the 1-Minute Marketing Tip on this.
c. Events can be set as Goals too. First step is setting up the event. Second is assigning the event as a goal. Here's a blog post on How to Set up Event Tracking.
4. Ecommerce
a. Multi-channel conversions explained
5. Reporting Options
Custom Reports
a. Blog post: How to Set up Your Own Custom Reports
b. Shortcut: Use my custom report for Site Performance. You'll have to update the goal columns to match your goals. Just click on the link and you'll be prompted to select your Analytics profile. Then the report will be available in your account under the Custom tab.
c. Video tip on setting up custom reports
Dashboards
d. See the below video tip for how to set up your own Dashboard.
e. Or use my Publishers KPI Dashboard template. Click on the link and follow the prompts to add this dashboard to your Google Analytics account. You'll have to click the edit icon on some of the widgets and update to your own site goals or metrics.
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