Google Analytics

Seth Meranda 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 layman. Author Unknown

Today’s Plan 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? performing? Is my website driving What do people do on people away? my site? Do I have what Where are people people are looking coming from? for on my site?

Installing Create a Google Account Simple JavaScript tag Every page - put in your footer Directions on the WDN Wiki http://tinyurl.com/GA-Training

Bounce

Bounce Exit

Terminology Term Explanation 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 Profiles Filters Site Search Goals Benchmarking Site Overlay Segmentation Campaigns

Profiles 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

Filters 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

Site Search 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

Goals Track strategic initiatives Control leaks prohibiting conversions

Benchmarking Compare to other Universities Benchmarking > Society > Education > Colleges & Universities

Site Overlay Visual representation of design effectiveness How does each link contribute to your goals?

Segmentation Available through two ways: Custom Profiles Advanced Segmentation

Campaigns Track success of marketing initiatives by tracking inbound requests Emails, Twitter, Facebook, Ads Link “tagging” Campaign Source (newsletter) Campaign Medium (email) Campaign Term (march) Campaign Content (academic calendar) Campaign Name (parent communication) http://events.unl.edu/?utm_source=newsletter&utm_medium=email&utm_term=march&utm_content=academic %2Bcalendar&utm_campaign=parent%2Bcommunication

There’s More www1.unl.edu/iimblog wdn.unl.edu

Google Analytics

by MBAtutes on Aug 24, 2009

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