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How to Use Google Analytics With Your Hub for More Data-Driven Marketing

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How to Use Google Analytics with Your Hub for More Data-Driven Marketing Sam Brennand Customer Success Lead How to Use Google Analytics with Your Hub #uberwebinar @uberflip @sambrennand


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HOUSEKEEPING! Get your tweet on and join the conversation with #uberwebinar We’ll send slides and the recording Q&A at the end - ask questions in the chat box! (If we run out of time, tweet or email us!) How to Use Google Analytics with Your Hub #uberwebinar @uberflip @sambrennand


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WHAT THE HECK IS GOOGLE ANALYTICS? How to Use Google Analytics with Your Hub #uberwebinar @uberflip @sambrennand


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The world’s favorite analytics tool, used by 30,000,000 websites. Duh! How to Use Google Analytics with Your Hub #uberwebinar @uberflip @sambrennand


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HOW TO CONNECT YOUR HUB TO GOOGLE ANALYTICS How to Use Google Analytics with Your Hub #uberwebinar @uberflip @sambrennand


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CONNECTING GOOGLE ANALYTICS 1 How to Use Google Analytics with Your Hub 2 3 #uberwebinar @uberflip @sambrennand


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How to Use Google Analytics with Your Hub #uberwebinar @uberflip @sambrennand


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HOW TO GO FURTHER WITH YOUR HUB & GOOGLE ANALYTICS (1) Acquisition (4) Benchmarking (2) Filters (5) Events & Goal Conversions (3) Bounce Rates & Exit Pages (6) Webmaster Tools How to Use Google Analytics with Your Hub #uberwebinar @uberflip @sambrennand


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(1) ACQUISITION Understanding the how • Uberflip and Marketing Automation have your ‘5Ws’ covered…but what about ‘H’? • Understand how visitors are making their way to your Hub (a.k.a. what’s working) • Organic Search • Referrals • Direct • Social • Paid Search • Email • Dig deeper How to Use Google Analytics with Your Hub #uberwebinar @uberflip @sambrennand


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(1) ACQUISITION Top Channels Understanding the how Jul 1, 2015 – Jul 29, 2015 Organic Search (Other) Referral • Uberflip and Marketing Automation have your ‘5Ws’ covered…but what about ‘H’? Direct Paid Search Social Email • Understand how visitors are making their way to your Hub (a.k.a. what’s working) • Organic Search • Referrals • Direct • Social • Paid Search • Email • Dig deeper How to Use Google Analytics with Your Hub #uberwebinar @uberflip @sambrennand


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(1) ACQUISITION Using UTM parameters • UTM stands for “Urchin Tracking Monitor” • By adding UTM parameters to the URLs you distribute, it’s easy to understand how users end up on your Hub and to track the ROI of specific channels, mediums, and campaigns • For example… How to Use Google Analytics with Your Hub #uberwebinar @uberflip @sambrennand


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For example… https://hub.uberflip.com/h/i/12345678-blogpost?utm_source=Twitter&utm_medium=socialmedia&utm_campaign=July2015&ut m_content=Variant1 The following acquisition/attribution information will flow into Google Analytics: Source: Twitter Medium: Social Media Campaign: July2015 Content: Ad Variant 1 How to Use Google Analytics with Your Hub #uberwebinar @uberflip @sambrennand


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(1) ACQUISITION Step-by-Step Instructions: Takeaways  Acquisition reporting can help you answer the ‘How?’  Google Analytics Channel reports will help you understand where your audience is coming from  Digging deeper will help you understand your best channels  Using UTM parameters on every distributed URL can help you nail your attribution How to Use Google Analytics with Your Hub #uberwebinar @uberflip @sambrennand


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(2) CREATE FILTERS Find exactly what you’re after • Limit traffic to just the specific acquisition Channels you care about • Exclude specific IP addresses or domains from your reporting (i.e. your company’s) • Analyze traffic to a specific (or a specific group) of Hub(s) or Flipbook(s) How to Use Google Analytics with Your Hub #uberwebinar @uberflip @sambrennand


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(2) CREATE FILTERS Step-by-Step Instructions: Takeaways  Limiting traffic through Filters can help you filter out the noise and focus on what matters  Filters can help with segmentation  Make things a little bit easier How to Use Google Analytics with Your Hub #uberwebinar @uberflip @sambrennand


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(3) BOUNCES & EXITS Are your visitors finding what they’re looking for? • Bounce Rate – “The percentage of singlepage sessions (i.e. in which a person left your site without interacting with the page) • Exit Pages – Pages that are causing your visitors to jump ship How to Use Google Analytics with Your Hub #uberwebinar @uberflip @sambrennand


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(3) BOUNCES & EXITS Step-by-Step Instructions: Takeaways  Aim for zero!  Identify the Items and Streams inside your Hub with high bounce rates and try to understand the root cause  Take the time to understand why your Exit Pages are pushing visitors away from your Hub  Optimize, optimize, optimize How to Use Google Analytics with Your Hub #uberwebinar @uberflip @sambrennand


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(4) BENCHMARKS How do you stack up? • 90% of content marketers aren’t sure how to measure the success of their content marketing efforts. One way? Benchmarks! • Compare yourself to others in your industry, country/region, and daily session size How to Use Google Analytics with Your Hub #uberwebinar @uberflip @sambrennand


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(4) BENCHMARKS Step-by-Step Instructions: Takeaways  Benchmarks can help you understand the performance of your content marketing program relative to others in your space  Ensure you are benchmarking across multiple dimensions, such as sessions, % of new sessions, average session duration, and pages per session How to Use Google Analytics with Your Hub #uberwebinar @uberflip @sambrennand


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(5) EVENTS & GOALS Use Events to understand the effectiveness of your Form CTAs • Eyeballs just aren’t enough anymore • Setting Goals in Google Analytics can help • Fire Events into Google Analytics for any key activities you wish to analyze and set Goals to track and measure your performance How to Use Google Analytics with Your Hub #uberwebinar @uberflip @sambrennand


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4 How to Use Google Analytics with Your Hub 5 #uberwebinar @uberflip @sambrennand


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(5) EVENTS & GOALS Step-by-Step Instructions: Takeaways  Event Tracking will allow you to fire Events into Google Analytics for key activities (like Form CTA submissions) while Goal Conversions can help you understand your performance  Use Events & Goals to track your effectiveness at enticing your visitors to take some type of next step  Use Events & Goals to gain a better understanding of ROI How to Use Google Analytics with Your Hub #uberwebinar @uberflip @sambrennand


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(6) WEBMASTER TOOLS The tool of the future • Webmaster Tools lets you see your Hub from Google’s perspective • Integrating your Google Analytics account with Webmaster Tools gives you 360° insight into all things Google • Crawl Errors • Keyword Insights and Search Query Info • Sitemaps • URL Removals • Index Requests How to Use Google Analytics with Your Hub #uberwebinar @uberflip @sambrennand


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Source – http://bit.ly/1kSlSus How to Use Google Analytics with Your Hub #uberwebinar @uberflip @sambrennand


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(6) WEBMASTER TOOLS Step-by-Step Instructions: Takeaways  Connect Google Analytics with Webmaster Tools ASAP  Understand where you can make improvements to your Hub Item’s titles and meta descriptions  Understand how specific keywords are driving traffic to key pages inside your Hub  Submit sitemaps to ensure Google sees your entire Hub How to Use Google Analytics with Your Hub #uberwebinar @uberflip @sambrennand


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BONUS! ADWORDS CONVERSIONS Measure your PPC campaigns • If you’re driving paid traffic to your Hub through Google AdWords, ensuring you have AdWords and Google Analytics integrated is key • “Linking AdWords and Google Analytics gives you access to the entire picture of customer behavior, from ad click or impression through your site to conversion.” How to Use Google Analytics with Your Hub #uberwebinar @uberflip @sambrennand


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1 2 Source – http://bit.ly/1kSlSus How to Use Google Analytics with Your Hub #uberwebinar @uberflip @sambrennand


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3 4 Source – http://bit.ly/1kSlSus How to Use Google Analytics with Your Hub #uberwebinar @uberflip @sambrennand


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5 Source – http://bit.ly/1I9eFfI How to Use Google Analytics with Your Hub #uberwebinar @uberflip @sambrennand


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BONUS! ADWORDS CONVERSIONS Step-by-Step Instructions: Takeaways  Integrating AdWords with Google Analytics will give you insight into how paid traffic is engaging on your Hub  Use the information you gain from Google Analytics to make smarter marketing decisions in AdWords  More traffic to your Hub is always a good thing  How to Use Google Analytics with Your Hub #uberwebinar @uberflip @sambrennand


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Things to Think About Who’s at the Google Analytics reigns at your company? Do you have Webmaster Tools and AdWords integrated? How can you use insights from Google Analytics as part of your overall content strategy? How to Use Google Analytics with Your Hub #uberwebinar @uberflip @sambrennand


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THANK YOU! QUESTIONS? @uberflip @sambrennand How to Use Google Analytics with Your Hub info@uberflip.com #uberwebinar @uberflip hub.uberflip.com @sambrennand


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