Google Analytics & Web Masters Tools - GBG Mumbai


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Presentation from the Knowledge Series event - 'What gets measured, gets managed' a Workshop on Google Analytics & Webmasters tools. organised by Google Business Groups (GBG) Mumbai on Aug 31st 2013.

Speakers - Sreeraman Thiagarajan, Pareen Lathia and Vibhas Sen.

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  • Google Analytics & Web Masters Tools - GBG Mumbai

    1. 1. #GBGmumbai
    2. 2. The Google Chapters
    3. 3. We are
    4. 4. KNOWLEDGE SERIES - 1
    5. 5. What if we don’t measure? • Decision making • Priority setting • Monitoring performance • Learning & improving
    6. 6. Why measure the web? • Track your competition & benchmark • Monitor your reputation & take measures • Understand your customer’s web journey & drop-offs • Optimize & un-optimize
    7. 7. Goal setting “We want to sell more” “We want to increase our sales by 10%”
    8. 8. What can be measured in web? • Page analysis & validator • Ranking • Feed stats • Links’ health • Performance monitor • Buzz monitor • Browser compatibility ?
    9. 9. Delight your customers • Amazon watches you too see if you couldn't watch you something!
    10. 10. Optimizing Demand & Supply • Handling seasonal fluctuations by creating a sense of urgency
    11. 11. Lets Connect Sreeraman Thiagarajan Chapter Manager – GBG Mumbai @sree_raman
    12. 12. Workshop by Pareen Lathia
    13. 13. Love Statistics?
    14. 14. Why bother? • Because measurement is important.
    15. 15. Why bother?
    16. 16. Do you? • Run websites / E-Commerce / Portals / Digital Marketing campaigns? – - Is Email marketing helping? – - Is my SEO keyword strategy paying off? – - We tried that Linkedin advertising thing, did it generate any ROI? – - Did my Diwali discount coupon work well?
    17. 17. Google Analytics What are the different choices in web analytics? Other analytics packages: 1. eLogic 2. Shiny Stat 3. Site Meter 4. Stat Counter 5. W3 Counter More……….
    18. 18. Getting Started • Set up Google analytics • Install code in your site • Don‟t get scared with all the options
    19. 19. Google Analytics – Setting up an account 1. Setting up a Google Account – search “Google Account” 2. Navigate to
    20. 20. Google Analytics – Setting up an account (continued…) - Enter general website information
    21. 21. Google Analytics – Setting up an account (continued…) - Enter website profile information
    22. 22. Google Analytics – Setting up an account (continued…) - Copy and Install Tracking Codes:
    23. 23. Google Analytics – Setting up an account (continued…) - Ecommerce (Where applicable): Please visit mmerce.html for eCommerce integration
    24. 24. Getting Familiar • Diving Deep (Most important areas) – Sources of traffic – What do they do on your site? – Content optimization – Its all about relativity – SEO
    25. 25. Google Analytics Google Analytics – Understanding the User Interface (UI)
    26. 26. Google Analytics – Home Tab - Real-Time offers a unique look of what‟s currently occurring on the website - Locations shows the location of the current users on the website - Traffic Source shows where these users came from - Content shows which pages these users are interacting on
    27. 27. Google Analytics – Understanding the User Interface (UI) Audience: data includes Demographics (location, language, etc.), New vs. Returning, Technology (Browser information, Windows/Mac), Mobile (type of mobile device, etc.) Advertising: Link to Adwords Traffic Sources: Sources of traffic, separation between paid and unpaid traffic Content: Overview page usage, site speed, entrance and exit pages, bounce pages. Conversion: Goal information, funnels, financial (revenues), product performance, multi-channel Funnels, etc. Help Center
    28. 28. Google Analytics – Traffic Sources
    29. 29. Google Analytics – Traffic Sources • Search Traffic Report • Direct Traffic Report • Referral Traffic Report
    30. 30. Google Analytics – Introduction to Filters Predefined filters: Exclude/Include only traffic from the domains Exclude/Include only traffic from the IP addresses Exclude/Include only traffic to the (such as
    31. 31. Google Analytics – Filters (continued…)
    32. 32. Google Analytics – Content Walkthrough Content Overview provides an at-a-glance overview of the key pageview metrics for your site
    33. 33. Google Analytics – Landing Pages
    34. 34. Google Analytics – Navigational Summary
    35. 35. Google Analytics – Advanced Segmentation
    36. 36. Google Analytics – Advanced Segmentation
    37. 37. Google Analytics – Create a Custom Advanced Segmentation Advanced Segments can be created using any analytics variable permutations: Examples: 1- Traffic with Conversions 2- Paid Traffic with Conversions 3. Traffic from a keyword that converted or achieved a goal
    38. 38. Google Analytics – Filters (continued…) Walk through an Advanced Segmentation Entry
    39. 39. Google Analytics – Understanding Goals, Funnels, and Events
    40. 40. Google Analytics – Understanding Goals, Funnels, and Events
    41. 41. Google Analytics – Understanding Goals, Funnels, and Events To create a goal and funnel, go to setup and click on Profiles  Goals  URL Destination
    42. 42. Google Tools for Webmasters
    43. 43. Google Webmaster Tools • Your Google webmaster account • Google webmaster central and help center – Dashboard to Google webmaster tools – An FAQ and archive of helpful tips and tools • Google analytics • XML sitemaps • Urchin tracking code • Google AdWords™ / campaign management
    44. 44. Google Webmaster Account • – Add it to your Google search account • You‟ll use this account to do many tasks – Creates a „view‟ to one or more websites – Link an XML sitemap to the Google index – View website traffic and referrer statistics – See where page links are broken / orphaned – Help manage your „linking strategy‟ – Maximize AdWords™ campaigns
    45. 45. Website Traffic Analysis • You need to know six key website statistics 1. How many unique website visitors? 2. Where do they come from? (refer link) 3. What search terms did they use? (refer link) 4. How many pages did they view? 5. What was their navigation pattern? 6. Operating system and browser info
    46. 46. XML Sitemaps • • Sitemaps are an easy way for webmasters to inform search engines about pages on their sites that are available for crawling. In its simplest form, a Sitemap is an XML file that lists URLs for a site along with additional metadata about each URL (when it was last updated, how often it usually changes, and how important it is, relative to other URLs in the site) so that search engines can more intelligently crawl the site. •
    47. 47. Sample XML Sitemap <?xml version="1.0" encoding="UTF-8"?> <urlset xmlns=" emap/0.9"> <url> <loc></loc> <lastmod>2005-01-01</lastmod> <changefreq>monthly</changefreq> <priority>0.8</priority> </url> </urlset>
    48. 48. Urchin Tracking Code Example <script src="" type="text/javascript"> </script> <script type="text/javascript"> _uacct = "UA-UserCode-ProfileCode"; urchinTracker(); </script>
    49. 49. Urchin Linking Code • The Urchin Campaign Tracking Module (beginning with version 5.6 and UTM-4) allows you to tag your links using master tracking codes (a utm_id) instead of individual variables. You simply use utm_id in your links, and define the meaning of each utm_id in a table. (this keeps your individual campaigns straight, which is critical to tracking) • •
    50. 50. How Link Tracking Works website email RSS feed target page Each link has a tracking code embedded after the ? mark which is counted by the analytics
    51. 51. Where and How to Start? 1. Get your website on a real hosting service 2. Create a Google webmaster account 3. Create (run) an XML sitemap (sitemap.xml) 4. Upload the sitemap.xml file, notify Google 5. Upload the Google unique code (xyz.htm) 6. Check to make sure your sitemap is indexed 7. Come back and read the web analytics report
    52. 52. Summary of Google Tools • Website analysis tools – Users, refers, navigation • XML sitemap generation – Ensures complete indexing • Urchin tracking code (track / refer) – Critical for ad / email campaign management • AdWords™ tools for advertisers – Get the most out of your ad dollars!
    53. 53. More at
    54. 54. Special Talk By Vibhas Sen
    55. 55. Tap into a wealth of information about customer behaviour, the demographics of your audience, and the effectiveness of your campaigns. Translate Google Analytics into Marketing Metrics
    56. 56. whatever you can measure, you can improve... • Step One : Define your goals ( sales, downloads, visibility / branding, enquiry) • Step Two - Formulate KPI's ( key performance indicators ) - it must reflect organizations goals which would lead to the success e.g. 10% of visitor who fills form becomes customer, 60% of visitors who downloads trial purchase it, 5% of visitor who signs up for newsletter becomes customers, etc • Step Three - Reflect your KPI's in your Analytic Report
    57. 57. Correlating Questions with Metrics & Dimensions Question Examples: Related Metrics 1. Who visited my website? Unique Visitors, Return Visitors, 2. From where did they come? Referring URLs, Referring Search Engines, Browsing Path Within Your Website, Referring Search Phrases. 3. What pages did they view? # Entry Pages, # Page Views, Average Time on Pages, Page Views per Visitor 4. Did they have any trouble with my site? Browser Versions, Platform Versions, Flash Versions, Java Versions 5. What did they view, buy, or sign-up for? Orders (average amount, number, total revenue) Sign-Ups
    58. 58. Why link AdWords to Google Analytics When you link Google Analytics and AdWords, you allow four types of data to flow between the two. This means you can: • Import Google Analytics goals and transactions into AdWords • View Google Analytics site engagement data in AdWords • Create remarketing lists in Analytics to use in AdWords for targeting specific audiences • Automatically view your AdWords click and cost data alongside your Analytics site engagement data
    59. 59. Let’s take a live example !!!
    60. 60. “Web Analytics is like Angelina Jolie: It’s sexy, it kicks butt, and is a goodwill ambassador!!” How To Excite People About Web Analytics: Five Tips - Avinash Kaushik
    61. 61. Network with me @ • Twitter - @vibhassen • LinkedIN - /in/vibhassen • Facebook – vibhas.sen • Email – • Call me - 9833756960
    62. 62. @gbgmumbai |