Under the hood of Google Analytics


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A look at the information offered through Google Analytics and how it can assist business owners to measure their marketing efforts, optimize website performance and make informed decisions about website content and design.

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Under the hood of Google Analytics

  1. 1. Under the hood of
  2. 2. OverviewIntroduction • Define web analytics • Why it’s important • The lay of the landGathering information Application• General visitor metrics Using this information to• Where your visitors come from •Measure marketing efforts• How they find you •Optimize performance• How they use your site •Make informed decisions about content and design
  3. 3. What do you want to learn from yourGoogle Analytics reports?
  4. 4. Web Analytics Defined• Google Analytics (GA) is a service offered by Google that generates detailed statistics about the visitsmade for people like you so you The product is made for people like you so you The product is to a website. can make informed marketing decisions. can make informed marketing decisions.• It is the most widely used website statistics service.• The product is aimed at marketers = you as opposed to webmasters and technologists from which the industry of web analytics originally grew.
  5. 5. How GA Works
  6. 6. Why it’s important• Websites are one of the most trackable marketing tools available to small businesses.• Analytics help you gauge effectiveness of marketing efforts outside your website.• Data provided assists with optimizing content.• Results allow you to make informed decisions about content and site design.
  7. 7. Lay of the land• Login at www.google.com/analytics• Choose your site profile or search for it• Welcome to the dashboard!
  8. 8. Lay of the land: Dashboard
  9. 9. Links to all of the standard reports available about yourwebsite. An overview of these reports is emailed to youin your monthly website traffic report.
  10. 10. Default date range settings are for one calendar month.
  11. 11. The date range can be changed at any time to review morespecific timeframes.
  12. 12. Plotted timeline of metrics measured in reports.Report output displays below the timeline it varies from reportto report.
  13. 13. On most reports the timeline will still display an overview of site traffic.To customizetimeline data:Choose visit dataCompare metricsChoose a newdate range
  14. 14. Visitor metrics Visit Metrics • Visitors/Visits The number of visits to your site during a given time period. • Unique Visitors Count of unique visitors (based on cookie data) in a given period of time. Each browser gets a cookie once a visitor has gone to your site. These visitors may have been to your site before the determined timeframe. Not necessarily new visitors to the site, just unique to the requested timeframe. • Pageviews The number of pages these visitors viewed. • Pages/Visit The average visit in terms of page views.
  15. 15. Visitor metrics Visit Metrics (Cont.) • Bounce Rate The percentage of people who only visited one page on your site before they “bounced” somewhere else. • Avg. Visit Duration The average amount of time a visitor spends at your site. • % New Visits The percentage of new visitors to your site as compared to all visitors.
  16. 16. Unique Visitors vs VisitsLet’s compare metrics.
  17. 17. Visitor metrics Compare metrics by choosing one from each: Unique Visitors Visits What this tells me My unique visitors and returning visitors are all about the same. So most of my traffic isn’t returning each month, a few visitors do but the majority does not. The minority of the traffic generates the most page views.
  18. 18. Compare traffic patterns and email marketing mailing datesReports in action!
  19. 19. APPLICATION The number of visits to my website spikes when I send an email newsletter. What this tells me • I sent out an email with information my customers were interested in. • Most of my viewers didn’t open it the day I sent it. • The did go to the site, even on a busy Monday! • I should try sending it on a Tuesday, I might get even better results.
  20. 20. APPLICATION The number of visits to my website spike when I send an email about a workshop What this tells me • This email wasn’t as interesting to viewers as the newsletter (and that’s okay, it doesn’t appeal to everyone) • Not everyone opened the email the first day • People did click on the site to learn more information
  21. 21. APPLICATION The length of time on the site goes up when I send out emails to my clients What this tells me • My clients spend more time on my site than an average visitor • The more appealing the information is the more time visitors will spend on the site • Unless I add a stimulus visit duration and number of site visitors doesn’t have much to do with the other metric
  22. 22. APPLICATION Our site goals • Lower Bounce Rate This can often seem deceptively high, but many people will get to your site and realize that it wasn’t what they were looking for, or you may have a popular image indexed by Google’s Image Search that generates a lot of “drive-by” traffic and skews your numbers. Alternatively, it may represent that your site is difficult to navigate or understand for new visitors. • Generate More High Quality Traffic • Increase Return Visitors
  23. 23. APPLICATION Our site goals Our action plan: •Removing resources on our site that were hit often and are not reaching our target market. Asking search engines to stop indexing the resources •Updating our site more regularly with information our target market is interested in •Sending our regular email newsletters
  24. 24. APPLICATION We can judge the progress towards our goals Our site goals by doing a date comparison of metrics.
  25. 25. APPLICATION Our site goals
  26. 26. Where visitors come fromDevices Location• Mobile • City – iPhone • State – Andriod • Country – Blackberry• Desktop – PC – Mac – Monitor size and resolution• Browser
  27. 27. APPLICATION Audience > Mobile > Overview Review mobile visitors report
  28. 28. Sorting report results Sort results by pre-defined primary dimensions Click on a link to sort primary dimensions Refine results by applying a secondary dimension of your choice
  29. 29. APPLICATION Mobile visitors What this tells me • Not many of my visitors are using a mobile device so I probably don’t need a full mobile site • I need to look and see what page they visit most often to see what info to optimize for a mobile site • I also need to check on what devices they’re using to see if a mobile site is necessary
  30. 30. APPLICATION Audience > Mobile > Devices Review mobile devices report
  31. 31. APPLICATION Mobile visitors by device What this tells me • Most of my visitors are coming from an iPad so I don’t need to worry about a mobile site because my site is already formatted to display correctly on an iPad • iPhones are preferred by my demographic • I need to look at what page my visitors are landing on because they have a really high bounce rate
  32. 32. Applying a secondary dimension Visitors •Language •Continent •Sub Continent •Country/Territory •City •Metro •Visitor Type
  33. 33. Applying a secondary dimension Technology •Browser •Browser Version •Operating System •Domain •Screen Colors •Screen Resolution •Flash Version •Java Support
  34. 34. Applying a secondary dimension Traffic Sources •Source •Medium •Keyword •Campaign •Landing Page
  35. 35. Applying a secondary dimension Content •Hostname •User Defined Variable
  36. 36. APPLICATION Mobile visitors landing page sort
  37. 37. APPLICATION Mobile visitors landing page sort
  38. 38. APPLICATION Mobile visitors landing page sort What this tells me • The largest number of visitors I care about are landing on the home page, so I should make sure it looks good on mobile. • Most of them are new visitors and they often go to one other page, then I loose them. • Many of my mobile visits are from links I highlight on my email newsletters that are located in my blog. I need to make sure my blog displays well on an iPad and iPhone.
  39. 39. APPLICATION Browser comparison What this tells me • This helps me determine what browsers I should be most concerned with when optimizing my site. • Different types of users use different types of browsers, this helps me know which type of person is viewing my site. Same goes for choice of operating system.
  40. 40. APPLICATION Audience > Technology > Browser & OS Review browser & OS report
  41. 41. APPLICATION Browser comparison 2010 vs 2012 What this tells me • This shows me the changes in browser usage for visitors seeing my site in 2010 and 2012 • It makes me happy because way less people use Internet Explorer!
  42. 42. APPLICATION Audience > Demographics > Location View visitor location report
  43. 43. APPLICATION Visitor location
  44. 44. APPLICATION Visitor location What this tells me • My company is most often found by visitors located in the state of Missouri • This is good, we mainly work in Missouri • I need to determine the city my traffic comes from in Missouri • I need to discover how the people in Missouri find us to make sure we’re doing our SEO correctly
  45. 45. APPLICATION Two ways: secondary dimension or city tab Sort traffic location by city
  46. 46. How visitors find you Traffic Sources •Search Traffic Found you searching using a search engine such as Google •Referral Traffic Found you by clicking on a link to your site from another site •Direct Traffic Typed in your domain name and came to your site directly
  47. 47. APPLICATION Traffic Sources > Search > Organic View search traffic report
  48. 48. APPLICATION Search traffic See which keywords are most often used to find your site What this tells me • My other marketing is working OK because people find me by using my business name • I need to get rid of all those extra blog posts that I don’t want people to find
  49. 49. APPLICATION Search traffic What search engines are used to find your site What this tells me • My site is easily found by Google • Either my site is not ranking well in Bing (it’s not, it’s located on the second page) or possibly by demographic doesn’t use Bing very much to find web designers • If I were going to advertise on a search engine I’d advertise on Google
  50. 50. APPLICATION Traffic Sources > Sources > Referrals View referral traffic report
  51. 51. APPLICATION Referral traffic What other sites drive traffic to your website What this tells me • We get an okay amount of traffic from Facebook for the amount that we post each month (about 9 times per month) • People used our QR codes! • Google places sends visitors to our website • Tranquility is a good referral source 
  52. 52. APPLICATION Traffic Sources > Sources > Direct View direct traffic report
  53. 53. APPLICATION Direct traffic Direct links to your website What this tells me • Most of our direct traffic comes from our email marketing campaigns • Some people have book marked our pages
  54. 54. How visitors use your site• Page views per page Number of times each page has been visited• Landing pages Pages where viewers enter your website• Exit pages Pages where viewers exit your website• Visitors flow A chart depicting the way traffic flows through your website
  55. 55. APPLICATION Content > Site Content > All Pages View page views report
  56. 56. APPLICATION Page views per page Number of times each page has been visited
  57. 57. APPLICATION Page views per page What this tells me • Only two blog posts in the top 10 yippee! • People are getting to the meat and potatoes of our site most • People really do care about people even more than our work (or they’re looking for a job) • Our secondary pages • Are they difficult to • Exit % is highest on are not being seen find or unnecessary? the web portfolio very often, people are page, do we need a strong call to action staying in the main there? level navigation
  58. 58. APPLICATION Content > Site Content > Landing Pages View landing pages report
  59. 59. APPLICATION Landing pages Time on site for blog posts is really low bounce rate is high and Where visitors enter your website majority are new visitors
  60. 60. APPLICATION Landing pages What this tells me • The majority of our search traffic is valuable and landing on our home page • We need to optimize more pages with active search terms • People are definitely finding our resources section though many are older posts, we should to update to ensure correct information
  61. 61. APPLICATION Content > Site Content > Exit Pages View exit pages report
  62. 62. APPLICATION Exit pages The pages visitors exit your website from
  63. 63. APPLICATION Exit pages What this tells me • Exit rates are high as are bounce rates on blog posts • VERY happy the exit rate is so high on the contact page! That’s where I want them to go! • Newer blog posts • When people visit • We need to find a featured in our the pages within way to pull one newsletters have lower our site they meant time visitors in to exit and bounce rates to get there and view more posts • Exits and bounces are stay a while, good considerably lower on job us our actual pages
  64. 64. Visitor flow
  65. 65. APPLICATION Audience > Visitors Flow View visitors flow for your website
  66. 66. Advanced SegmentingFine tune dataSelect advancedsegments Advanced Segments • Allows you to isolate and analyze subsets of your traffic • Break data into manageable chunks • Apply segments to all past traffic to understand visitor behaviors and apply what you find to new campaigns • Compare past to present in side by side reports
  67. 67. Advanced Segmenting Examples of Advanced Segments (Select up to four) • All Visits • Referral Traffic • New Visitors • Mobile Traffic • Returning Visitors • Tablet Traffic • Search Traffic • Non-Bounce Visits
  68. 68. APPLICATION PRACTICE: Find cities, source and keywords Drill down visitor information by mobile and location
  69. 69. APPLICATION What information do you need to learn from your website? Questions and Examples
  70. 70. OverviewIntroduction • Define web analytics • Why it’s important • The lay of the landGathering information Application• General visitor metrics Using this information to• Where your visitors come from •Measure marketing efforts• How they find you •Optimize performance• How they use your site •Make informed decisions about content and design