Google Analytics<br />MIT OpenCourseWare<br />2/3/2011<br />
Why Analytics?<br />Without analytics, you are ‘flying blind’.<br />Are there navigational bottlenecks on my site?<br />Ar...
What is Google analytics (GA)?<br />GA is a FREE service offered by Google that generates detailed statistics about the vi...
What to measure?<br />Define a set of KPIs (Key Performance Indicators)<br />Visits<br />Unique visitors<br />Average time...
Getting started<br />Create a Google account – if you already have gmail, then you have a Google account.<br />Visit http:...
Creating Goals<br />A conversion goal can be anything that can defined by a URL path.  <br />MIT OpenCourseWare Goals<br /...
Newsletter Goal<br />
Course Funnel<br />
Course Funnel detail<br />
Campaign and click tracking<br />GA allows for individual link tracking by use of UTM variable.  This tracking variable ca...
General UTM Stats<br />
UTM Goal track<br />
In-Page analytics<br />
In-Page analytics<br />
Event Tracking<br />GA plugin for our video player (JW) that sends event information directly to our GA account .<br /><ul...
 Percentage of video played
 Seconds played</li></li></ul><li>Discrepancy between GA & Webtrends numbers<br />GA excludes all crawlers, bots etc.  Web...
Cons of GA<br />Limited support.<br />Limited customization.<br />Does not tie into other applications.  i.e. CRM<br />Ana...
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OCWC Webinar: “Google Analytics: A look at MIT OpenCourseWare’s implementation”

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Joe Martis, Production Manager of MIT OCW presents on the Implementation of Google Analytics at MIT OCW.

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  • For one or more of a 100 or so different reasons. Including stuff as simple as one may only show a &quot;hit&quot; for a 200 OK response while another may show a &quot;hit&quot; for 200 OK&apos;s and 304 Not Modified&apos;s.
  • OCWC Webinar: “Google Analytics: A look at MIT OpenCourseWare’s implementation”

    1. 1. Google Analytics<br />MIT OpenCourseWare<br />2/3/2011<br />
    2. 2. Why Analytics?<br />Without analytics, you are ‘flying blind’.<br />Are there navigational bottlenecks on my site?<br />Are people using my site?<br />Where is my traffic coming from?<br />Are my site goals being accomplished?<br />Are there usage trends?<br />Are my marketing campaigns effective?<br />
    3. 3. What is Google analytics (GA)?<br />GA is a FREE service offered by Google that generates detailed statistics about the visitors to a website.<br />GA can track visitors from all referrers, including search engines, display advertising, pay-per-click networks, e-mail marketing and digital collateral such as links within PDF documents.<br />The product is aimed at marketers as opposed to webmasters and technologists.<br />Google Analytics is used at around 49.95% of the top 1,000,000 websites (as currently ranked by Alexa).<br />Google has purchased several analytics providers and created a very robust platform.<br />Very clear user interface to analyze and manipulate data.<br />Source: Wikipedia<br />
    4. 4. What to measure?<br />Define a set of KPIs (Key Performance Indicators)<br />Visits<br />Unique visitors<br />Average time on site<br />Bounce rate<br />Page views<br />New vs. returning visits<br />Performance of particular content<br />Navigational pathways<br />AdWord performance<br />Conversion goals<br />Newsletter signup<br />Donation<br />Complete course<br />
    5. 5. Getting started<br />Create a Google account – if you already have gmail, then you have a Google account.<br />Visit http://www.google.com/analytics/ and create your analytics account<br />Place GA JavaScript on every page of your site that you wish to measure.<br />That’s it, now just wait 24 hours to begin seeing your data.<br />
    6. 6. Creating Goals<br />A conversion goal can be anything that can defined by a URL path. <br />MIT OpenCourseWare Goals<br />A user clicks ‘email this page’ and completes the action.<br />A user completes the ‘newsletter signup’ form.<br />A user completes the donation form.<br />Conversion funnels can be defined to visualize user flow towards a goal. 10 steps can be defined in funnel.<br />
    7. 7. Newsletter Goal<br />
    8. 8. Course Funnel<br />
    9. 9. Course Funnel detail<br />
    10. 10. Campaign and click tracking<br />GA allows for individual link tracking by use of UTM variable. This tracking variable can be put on the end of any link that you would like to track.<br />MIT OpenCourseWare uses these UTM tags to track newsletter campaign links, featured course links etc.<br />These clicks can then be tracked through a conversion paths.<br />
    11. 11. General UTM Stats<br />
    12. 12. UTM Goal track<br />
    13. 13. In-Page analytics<br />
    14. 14. In-Page analytics<br />
    15. 15. Event Tracking<br />GA plugin for our video player (JW) that sends event information directly to our GA account .<br /><ul><li> Video plays
    16. 16. Percentage of video played
    17. 17. Seconds played</li></li></ul><li>Discrepancy between GA & Webtrends numbers<br />GA excludes all crawlers, bots etc. Webtrends excludes a controlled list of crawlers and bots.<br />Webtrends still mainly relies on log analysis vs. GA JavaScript and cookie.<br />Users may have JavaScript disabled thus not registering with GA.<br />GA tag is typically loaded last, if visitors click away before the tag is loaded, data is lost.<br />Differences in KPI definitions.<br />If GA JavaScript is not included on every page of site, stats will be different.<br />IP exclusions/filtering may be different<br />Compare trends, not numbers.<br />
    18. 18. Cons of GA<br />Limited support.<br />Limited customization.<br />Does not tie into other applications. i.e. CRM<br />Analytics are delayed up to 24 hours.<br />Google holds your data.<br />Cannot analyze historical data.<br />
    19. 19. Questions?<br />

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