What if you don’t have a Google Analytics jockey on staff to help understand the data? Which metrics are really the ones to look at to make decisions about your site? In this hands-on, real-case workshop, find out how to use Google Analytics to build a 12-month growth plan, how to work with metrics to focus your editorial, and how to manage and evaluate your referral traffic from trainers for both the Knight Community Information Challenge and the Knight Digital Media Center at Annenberg School of Journalism/USC.
Resources
Susan Mernit’s contact information: mernit@gmail.com, susan@oaklandlocal.com, @susanmernit, @oaklandlocal
Think of traffic referrals like an oil gauge. Good advice from @susanmernit #ONA12metrics https://twitter.com/sdavy/status/249269373901103104
Want to learn Google analytics? Watch videos in Google University: http://t.co/blM7GyLa #ona12 #ona12 #ona12metrics https://twitter.com/suzanneyada/status/249268855829061632
Looking at analytics involves building stories out of the data #ona12metrics https://twitter.com/rewrightme/status/249268575490158592
As a nonprofit, believe in data transparency and shares some data with others – @susanmernit #ona12metrics https://twitter.com/rewrightme/status/249268289874821120
“Make it fit the time you can give it.” -Susan Mernit on analytics tracking
On the last Friday of the month, Susan Mernit digs into the data for about 90 minutes and writes a report to give to her staff.
Susan Mernit checks analytics for 30 minutes of less daily or weekly.
Tweetreach tweetmeme twittergrader 3 free 3rd party #twitter analytics tools #ona12 #ona12metrics https://twitter.com/GCBrowne/status/249266871512207360
Tweetreach tracks the size of your network but also who the top tweeters are and what tweets were most retweeted.
Facebook provides instant feedback: What’s popular or viral? Who’s consuming the content?
FB Insight shows all te demographics, which is critical to advertisers #ONA12 #ONA12metrics https://twitter.com/KaitlinFlanigan/status/249265166510870528
“Apply FB data to recruit new adverisers, fine tune your content, define audiences, drive traffic.” #ona12metrics #ona12 https://twitter.com/rewrightme/status/249264788012679168
Chartbeat plug at #ONA12metrics. Do you use it? http://www.chartbeat.com
3 years+ you want New vs. Returning users to be about half. If younger, want more new users #ona12metrics https://twitter.com/rewrightme/status/249263681970528257
Susan Mernit looks at one day, one week, one month and six months when tracking analytics.
A good bounce rate is 62 percent, says Susan Mernit.
You don’t need an app to reach mobile. Think responsive themes. Understand your audience data. #ona12metrics http://t.co/pLRnsDbp https://twitter.com/harbingeralpha/status/249261890021228544
“Understanding mobile delivery platforms is a really pragmatic thing to do.”
Location metrics = hook, line and sinker for pulling in advertisers #ona12metrics #ona12 https://twitter.com/rewrightme/status/249260988136841216
Location data is useful in tracking what you’re doing and if it’s working.
Understand where the soft spots are and where the opportunities are to leverage your audience. -@susanmernit #ONA12Metrics #ONA12 https://twitter.com/TauhidChappell/status/249260234579779585
Run a community blog or news site? Google analytics geography data can help you find out if you’re reaching your neighborhood. #ona12metrics https://twitter.com/harbingeralpha/status/249259849123237888
Numbers and metrics inform content decisions at Oakland Local, says Susan Mernit.
Referral traffic – where is traffic more engaged – how much time spent and # of pages viewed – quality of the traffic #ona12 #ona12metrics
— George Browne (@GCBrowne) September 21, 2012
“Being strategic about data helps to drive site growth.” Here’s a quick breakdown. #ona12metricstwitpic.com/ax00md
— Dennis Bonilla (@harbingeralpha) September 21, 2012
Essential GA metrics – time spent pages viewed returning visitors referral source location uv PVC platforms and access #ona12 #ona12metrics
— George Browne (@GCBrowne) September 21, 2012
@susanmernit plugs Google Analytics, Facebook Insights and Tweetreach (also Bitly.) #ona12metrics #ona12
— Catherine Cloutier (@cmcloutier) September 21, 2012
The metrics presentation can be found at slideshare.com/susanmernit. #ona12metrics #ona12
— Catherine Cloutier (@cmcloutier) September 21, 2012
@susanmernit: Metrics are core to anyone who is trying to run a website. #ONA12metrics #ONA12
— Catherine Cloutier (@cmcloutier) September 21, 2012
#ona12metrics geared for little guys and not big companies or those with analysts or in marketing #ona12
— Rachel Wright (@rewrightme) September 21, 2012
Kwan Booth not able to make the session due to a family emergency. Susan Mernit will proceed alone.
The hashtag for this session is #ONA12metrics. Follow along here and on Twitter. Make sure to also tweet with the conference hashtag #ONA12.
Again, the slides from today’s session are available at http://www.slideshare.com/susanmernit.