Google AnalyticsThe wild, wild world of analytics and content

Amanda Lewis Hill, MBA, APRTexas Farm Bureau#ctxnmanalytics

Why track analytics?

“Analytics allow you to be much more predictiveon how a program is going to work, rather thanrelying on a gut feel.”

-PR Tactics

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The Google Monster

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The Google Monster• 100B searches per month• Leader in customer data• Expansive products

• Gmail• Maps• YouTube• News• Drive• Wallet• Blogger

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Why should we care?

Google knows all.

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Why should we care?

You can, too.

Find out:◦ Who is visiting◦ From where they’re visiting◦ How they’re using your site ◦ How they’re interacting with your brand

Use data to increase ROI

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Customer Data: The Ultimate Jackpot

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What is your web traffic?• Visits• Unique Visits• Pageviews• Pages per Visit• Average Visit Duration• Bounce Rate• New vs. Returning

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Who is visiting your site?• Map location• Specific markets• Engagement

• Pages per Visit• Average Visit Duration• Bounce Rate

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How are they getting there?• Search

• Google, Bing, Yahoo, etc.• SEO – Keywords to find you

• Referral• Other websites• Social media – Facebook,

Twitter, mobile sites• Bloggers

• Direct• Most popular pages

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How are they using your site?• Reference and leave• Stay and engage• Stationary vs. on the go

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More than metrics

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Other tools

Just the tip of the iceberg…

AdWordsConversions and E-

commerceDashboards

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Getting started:• http://analytics.google.com• Sign into your Google account• Click “Access Analytics”• Click “Sign Up”• Enter the website you’d like to track• Site will prompt you for more information• Provides Java script for your site, as well as instructions• Send code to your site manager, programmer

• Helpful video: http://youtu.be/gM04E0Gy1SA

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Questions?

Amanda Lewis Hill, MBA, APRTexas Farm Bureau

@AmandaLHillahill@txfb.org#ctxnmanalytics