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Understanding Google Analytics: Who's Oggling My Company
 

Understanding Google Analytics: Who's Oggling My Company

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    Understanding Google Analytics: Who's Oggling My Company Understanding Google Analytics: Who's Oggling My Company Presentation Transcript

    • UNDERSTANDING GOOGLE ANALYTICS: WHO’S OGGLING MY COMPANY? Kimberly Swetland September 20, 2012
    • ANALYZE THIS!• Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage. It is often done without the permission or knowledge of the user, in which case — particularly with third party cookies which can be shared between different web sites — it can be a breach of privacy.• Web analytics is not just a tool for measuring web traffic but can be used as a tool for business and market research, and to assess and improve the effectiveness of a web site. Web analytics applications can also help companies measure the results of traditional print or broadcast advertising campaigns. It helps one to estimate how traffic to a website changes after the launch of a new advertising campaign.
    • http://en.wikipedia.org/wiki/Google_Analytics
    • HOW WAS GOOGLE ANALYTICS CREATED?!• Google acquired Urchin Software Corp. in April 2005. Googles service was developed from Urchin on Demand. The system also brings ideas from Adaptive Path, whose product, Measure Map, was acquired and used in the redesign of Google Analytics in 2006.• The latest version of Google Analytics tracking code is known as the asynchronous tracking code, which Google claims, is significantly more sensitive and accurate, and is able to track even very short activities on the website. The previous version delayed page loading and so, for performance reasons, it was generally placed just before the </body> body close HTML tag. The new code can be placed between the <head>...</head> HTML head tags because, once triggered, it runs in parallel with page loading. Several updates later, towards the end of June 2012 Google released an official mobile app for Google Analytics
    • THE TECHNOLOGY BEHIND THE SCENES• Google Analytics is implemented by including what is known as a "page tag". This is referred to as the Google Analytics Tracking Code (GATC) and is a snippet of JavaScript code that the user adds onto every page of his or her website. If JavaScript is enabled in the client browser then the GATC code collects visitor data and sends it to a Google data collection server as part of a request for a web beacon.• To function, the GATC loads a larger Javascript file from the Google webserver and then sets variables with the users account number. The larger file (currently known as ga.js) is typically 18 KB in size and if caching is enabled in the client browser then ga.js is only downloaded once at the start of the visit as it will be cached throughout the session. As all websites that implement GA with the ga.js code are using the same master file from Google, a visitor that has previously visited any other website with this code implemented, will also have the file cached on their machine. The result is that the page overhead of including the GATC on web pages is kept to a minimum.• If cookies are enabled on the client browser then in addition to transmitting information to a Google server, the GATC sets first party cookies on each visitors computer. This is used to store anonymous information such as whether the visitor has been to the site before (new or returning visitor), what is the timestamp of the current visit and what was the referrer site or campaign the visitor came from e.g. search engine, keywords, banner or email.• If the visitor arrived at the site by clicking on a link tagged with Urchin Tracking Module (UTM) codes such as:• http://toWebsite.com?utm_source=fromWebsite&utm_medium=bannerAd&utm_campaign=fundr aiser2012• the tag values are passed to the database too.
    • MOBILE WEB AND HOLES IN THE SYSTEM• In addition, Google Analytics for Mobile Package allows GA to be applied to mobile websites. The Mobile Package contains server-side tracking codes that use PHP, JavaServer Pages, ASP.NET, or Perl for its server-side language.-Ad filtering programs can block-Don’t have java-enabled script-Privacy networks like Tor can mask actual geographic location-Deleting/Blocking cookies – highest impact
    • LOGGING IN TO GOOGLE ANALYTICS
    • SITE USAGE METRICS By default, Google shows you the last 30 days of activity. However, you can change this setting, or even compare two different date ranges, for example August 2008 versus August 2007.* Lower bounce rate by fixing pages*http://www.flyte.biz/resources/newsletters/08/08-google-analytics.php
    • THE DASHBOARD
    • DASHBOARD APPhttp://www.youtube.com/watch?v=TOc_f_YPDQ4
    • DASHBOARD CUSTOMIZATIONYou can move your dashboard around, add new reports, or remove onesyou don’t like with drag and drop simplicity.
    • TRAFFIC SOURCESTagging traffic sources like newsletters or blogs.
    • Establish Marketing Relationships with companies referring you traffic
    • KEYWORDS
    • Top Content
    • SITE OVERLAY
    • T YPES OF ANALYSIS TOOLS • Content • Mobile • Conversion • Social • Advertising
    • MOBILE ANALYTICS
    • Multi-Channel Funnels Your customers research, compare, and make purchase decisions at different times and in different places, so measuring return solely based on the last click gives an incomplete picture and potentially misses important insights about how you reach your most valuable customers.DirectReferralSearch
    • OTHER FEATURES OF GOOGLE ANALYTICSGoal Setting-ValuesE-Commercehttps://developers.google.com/analytics/devguides/collection/gajs/gaTrackingEcommerce
    • GOOGLE ANALYTICS• http://www.google.com/analytics/features/analysis-tools.html
    • LEGISLATION• In May 2011 it was ruled that EU websites must get user permission to store non-essential cookies on client computers. Website owners were given 1 year to comply before legal action is enforced. This will result in all EU websites having to stop collecting Google Analytics data without the consent of the end user.
    • OTHER SITES WITH ANALYTICS TOOLS
    • 3rd Party Web Publishing (built-in)
    • LIST OF WEB ANALYTICS SOFTWARE• http://en.wikipedia.org/wiki/List_of_web_analytics_software
    • KEY PERFORMANCE INDICATORSA performance indicator or key performance indicator (KPI) is an industryjargon for a type of performance measurement. KPIs are commonly used by anorganization to evaluate its success or the success of a particular activity inwhich it is engaged. Sometimes success is defined in terms of making progresstoward strategic goals, but often success is simply the repeated achievement ofsome level of operational goal
    • MARKETING• Some examples are:• New customers acquired• Demographic analysis of individuals (potential customers) applying to become customers, and the levels of approval, rejections, and pending numbers.• Status of existing customers• Customer attrition• Turnover (i.e., revenue) generated by segments of the customer population.• Outstanding balances held by segments of customers and terms of payment.• Collection of bad debts within customer relationships.• Profitability of customers by demographic segments and segmentation of customers by profitability.• Many of these customer KPIs are developed and managed with customer relationship management software.• Faster availability of data is a competitive issue for most organizations. For example, businesses which have higher operational/credit risk (involving for example credit cards or wealth management) may want weekly or even daily availability of KPI analysis, facilitated by appropriate IT systems and tools.
    • YEAH, BUTWHAT CAN I DOONCE I HAVETHISINFORMATION?
    • 20 KPIS YOU SHOULD MONITORhttp://www.webseoanalytics.com/blog/20-kpis-you-should-monitor-in-google-analytics/
    • THANK YOU!
    • BIBLIOGRAPHICAL SOURCEShttp://www.flyte.biz/resources/newsletters/08/08-google-analytics.php