User Experience Architect
March 26, 2009
Analysis and synthesis ordinarily clarify
matters for us about as much as taking a
Swiss watch apart and dumping its
wheels, springs, hands, threads, pivots,
screws and gears into a layman's hands
for reassembling, clarifies a watch to a
Get started using Google Analytics (GA)
What is GA?
How do I get GA?
The Google Analytics process
Build a strong foundation
Google Analytics features
How can they work with your web site goals?
Answers to difficult questions
How well are my How effective is my
marketing campaigns content?
Is my website driving
What do people do on people away?
Do I have what
Where are people people are looking
coming from? for on my site?
Create a Google Account
Every page - put in your footer
Directions on the WDN Wiki
Pageviews Number of pages viewed
Unique Pageviews Number of sessions during which a page was viewed one or more times
Bounce Rate Rate of visitors that leave after visiting only one page
Time on Site Sum of time on pages during a session
Average Time on Site Total Time on Site/All Visits (includes bounces)
Time on Page Page 2 Timestamp - Page 1 Timestamp (bounces and exits = 0)
Average Time on Page Total Time on Page/All Visits (excludes bounces)
Landing Page First page visited
Exit Page Last page visited (useless statistic)
New Visitor Has not visited site in the past (based on cookie data)
Returning Visitor Has visited site in the past
Beyond the basics
Set of rules that define the reports available
View reports on custom data elements
Segment External Traffic
‣ Setup filters to exclude on-campus IP addresses
Control report access
‣ Grant privileges for certain users
Modify data and customize reports
Popular uses for filters:
Removing internal traffic
Tracking specific marketing campaigns
Clean up data
Segment search engine traffic
Watch filter order!
These filters are available on the wiki: http://tinyurl.com/GA-Training-Filters
Users tell you what they are looking for!
Determine if content was found
Where do users start their search?
More information on setting up Site Search tracking: http://tinyurl.com/GA-Training-Search
Track strategic initiatives
Control leaks prohibiting
Compare to other Universities
Benchmarking > Society > Education > Colleges & Universities
Visual representation of design
How does each link contribute to
Available through two ways:
Track success of marketing initiatives by tracking inbound requests
Emails, Twitter, Facebook, Ads
Campaign Source (newsletter)
Campaign Medium (email)
Campaign Term (march)
Campaign Content (academic calendar)
Campaign Name (parent communication)