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Google analytics 0 to 90 in 40 minutes

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Abstract:

You've done your best to get your dream website or web application up and running. Towards the end, you realize you've left analytics out of the equation and won't be able to figure out:

How users are interacting with your site
Where your users are coming from
Which marketing channels are working
The dropping-off point for your users

Analytics is clearly a key piece of your online presence. In our webcast, you will learn how to get Google Analytics up and running on your site, along with the best practices for tracking events on your site or app. We will also take a look at key features that help marketers optimize media spend and help web masters discover problems with their sites early on.

Takeaways from the webcast include:

How to set up Google Analytics
Useful reports & metrics in Google Analytics
When to use event tracking
A guide to conversion tracking

About the Presenter:

Ravish Kamath, Senior Director Products

In his position, Ravish oversees and manages all engineering efforts and implementations for Regalix Labs. With a strong background in web development, product & business process management, community frameworks, and open source technologies, he is instrumental in managing several projects from idea to execution.

Under his leadership, Regalix's online community ventures have developed highly engaged audiences and have gone on to become award-winning successes.

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Google analytics 0 to 90 in 40 minutes Presentation Transcript

  • 1. Google Analytics – 0 to 90 in 40 minutesRavish Kamath | Senior Director - ProductsFebruary 05 2013 © 2013 Regalix Inc. Confidential, All Rights Reserved
  • 2. About Ravish Senior Director - Products, responsible for customer success and driving product strategy at Regalix 8+ years of experience with leading Web 2.0 and Community Development projects for Fortune 500 customers Evangelized and launched complianceonline.com (Winner of Forrester Groundswell Award in 2009)  Largest expert community of professionals  4M+ users, 60K SKUs, 5M+ search index, 400 trainings a month  White Labeled by NASDAQ in 2007 © 2013 Regalix Inc. Confidential, All Rights Reserved 2
  • 3. Problems you may have grappled with…. Acquisition Where am I getting my traffic from? What traffic sources / geographies are working / not working? What is my site’s conversion rate (i.e. did they like the experience enough to register or buy?) Engagement How are users interacting with my website? Do users like your site enough to refer others? Retention Are my users coming back after the initial experience? © 2013 Regalix Inc. Confidential, All Rights Reserved 3
  • 4. This is where Analytics comes in Google Analytics, Mixpanel, GoSquared, Kissmetrics are some of your options Google Analytics is FREE Setting it Up – Follow this link (if you need help, send us an email) © 2013 Regalix Inc. Confidential, All Rights Reserved 4
  • 5. Understanding Metrics and Dimensions What is a metric?  Measures data  Visits, Time on Site are examples of a metric What is a Dimension?  Describes data  Descriptive attribute of an object for example source, campaign of traffic are dimensions Dimensions and Metrics are used in conjunction with one another Dimensions are often associated with one or more metric © 2013 Regalix Inc. Confidential, All Rights Reserved 5
  • 6. Understanding the interface 4. Once you understand 0. Date Picker3. Improve your Dimensions and Metrics productivity 1. Core Navigation © 2013 Regalix Inc. Confidential, All Rights Reserved 2. Data 6
  • 7. Standard Reports > Real-Time  Useful to track or view live traffic on site.  Provides number of users on the site, active pages, locations etc.  So when would you use this?  Monitoring if users are active on your site  Monitor effects of a tweet / blog on your site  Monitor if a new campaign is sending you traffic  Verify if tracking code is working © 2013 Regalix Inc. Confidential, All Rights Reserved 7
  • 8. Standard Reports > Audience  Best report section to understand more about your audience  What can you know from this section?  Location – In which countries do you have an audience?  Browser & OS – What browsers / Operating System does your audience use?  Behavior – Most important of the lot if you want to understand engagement and loyalty. Hence we are going to go deeper into this report! © 2013 Regalix Inc. Confidential, All Rights Reserved 8
  • 9. Standard Reports > Audience > Behavior > New Vs. Returning Answers the key question of how many users are returning to your site? A good indicator of loyalty! © 2013 Regalix Inc. Confidential, All Rights Reserved 9
  • 10. Standard Reports > Audience > Behavior > Frequency & Recency How many times does your audience come back? Healthier to have higher count for visit for subsequent visits The below report indicates that 77.63% of the visits where first time visits, with 11% making a second visit and 3% making a third visit…Not a good indicator! © 2013 Regalix Inc. Confidential, All Rights Reserved 10
  • 11. Standard Reports > Audience > Behavior > Engagement How long does your audience spend on your site? Is your traffic engaging with your site? Majority of visits in 0-10 second interval is bad Blogs / Content sites have 181+ seconds visit duration length © 2013 Regalix Inc. Confidential, All Rights Reserved 11
  • 12. Standard Reports > Traffic Sources > 1  Best report section to understand from where you are getting your users. In other words how do people find your site?  Use this report to evaluate effectiveness of  Referrals  Direct Traffic  Organic  Social traffic  Custom Campaigns  When looking at a traffic source’s effectiveness, look at:  Pages / Visit  Avg. Visit Duration  Bounce Rate  Revenue (Ecommerce Only)  Conversion Rate (Ecommerce Only)  Per Visit Value (Ecommerce Only) © 2013 Regalix Inc. Confidential, All Rights Reserved 12
  • 13. Standard Reports > Traffic Sources > Dimensions  Source – Who sent this user to your site? Google (Name of the search engine), google_analytics_newsletter (name of the newsletter), direct (users who typed your website URL directly)  Medium – Organic, cpc, referral or any custom name  Keyword – In case of organic and paid search traffic, the keywords visitors searched are usually captured (will be not provided in case the user is using SSL search)  Campaign – Name of the adwords campaign or the custom campaign you created  Content – In case of multiple call to actions in your content, use this field to tell which one was more effective.  Sample URL: http://www.regalix.com?utm_source=feb_5_webinar&utm_medium=ppt&utm_campai gn=ga_webinar © 2013 Regalix Inc. Confidential, All Rights Reserved 13
  • 14. Standard Reports > Traffic Sources > Sources > All Traffic Understand where to focus your advertising and site optimization efforts The best kind of traffic is the free kind with a good Pages / Visit, Avg. Visit Duration & low Bounce Rate If you are an ecommerce site, use the Ecommerce link under Explorer to see revenue associated with traffic sources © 2013 Regalix Inc. Confidential, All Rights Reserved 14
  • 15. Standard Reports > Traffic Sources > Sources > Referral Traffic Which domains are referring most traffic to your site? Which page are they sending traffic to? To view this information, click “Landing Page” link highlighted below Check if your expected traffic sources are present. Also check for the unexpected ones! © 2013 Regalix Inc. Confidential, All Rights Reserved 15
  • 16. Standard Reports > Traffic Sources > Sources > Search Breakdown of Organic Vs. Paid Search traffic Again evaluate effectiveness of traffic against number of visits, visit duration, bounce rate / Revenue dimensions © 2013 Regalix Inc. Confidential, All Rights Reserved 16
  • 17. Standard Reports > Traffic Sources > Advertising > Adwords View effectiveness of paid campaigns (adwords) via Adwords report (Ensure you have linked this from your Google Adwords account). Click this link for more information © 2013 Regalix Inc. Confidential, All Rights Reserved 17
  • 18. Standard Reports > Content  Use these reports to improve your site content, navigation ( and speed as well).  Use this report to evaluate  Popular Pages  Pages that have high bounce rate (focus on rewriting these pages)  How users are interacting with elements on your website (can be done via events)  When looking at a page’s effectiveness, look at:  Bounce Rate (anything above 45% is a red flag)  Exit Rate (important to know the difference between Bounce Rate Vs. Exit Rate) © 2013 Regalix Inc. Confidential, All Rights Reserved 18
  • 19. Standard Reports > Content > Site Content > All Pages Understand pages which have the highest page views, avg. time on page and low bounce rates. These are your best performing pages Work on improving the remaining pages © 2013 Regalix Inc. Confidential, All Rights Reserved 19
  • 20. Standard Reports > Content > Events  Use Event Tracking to track user interactions with specific elements on your web page.  For Example: How many users clicked Download CSV Vs. Download KML? (refer screenshot)  Use Event Tracking to track user interactions for such purposes. In the given example, the hyperlinks in the HTML will be coded as shown below: <a href=“domain.com” onClick=“_gaq.push([_trackEvent, ’Download, ”Download CSV", ”CSV");”>Download CSV</a> <a href=“domain.com” onClick=“_gaq.push([_trackEvent, ’Download, ”Download KML", ”KML");”>Download KML</a> The event above depends on three different elements: Category – What type of object do you want to track. In this case we want to track the Download button Action – What action do you want to record? In this case we want to track click on CSV Vs. KML links © 2013 Regalix Inc. Confidential, All Rights Reserved 20
  • 21. Standard Reports > Content > In-Page Analytics Visually Assess how users are interacting with your site Are my key messages appearing above the fold? Are my call to actions working? What are users clicking on my site? © 2013 Regalix Inc. Confidential, All Rights Reserved 21
  • 22. Standard Reports > Conversions  Completion of an activity on your site that is important for your business. For example: a registration or a successful transaction / purchase.  You must define goals in order to track conversions. Lets see how! © 2013 Regalix Inc. Confidential, All Rights Reserved 22
  • 23. Standard Reports > Content > In-Page Analytics Visually Assess how users are interacting with your site Are my key messages appearing above the fold? Are my call to actions working? What are users clicking on my site? Name of your goal Goal will be reached when user reaches a specific URL Destination URL of the page which should trigger the goal Series of pages the user navigates to reach the goal page. Used in ecommerce sites to track shopping cart funnels © 2013 Regalix Inc. Confidential, All Rights Reserved 23
  • 24. Standard Reports > Conversions > Path Length How many visits did it take a visitor to convert? The below report gives us an insight – 23% of visitors convert on first visit, 48% convert after 12+ visits Think about it, its not about the first visit! © 2013 Regalix Inc. Confidential, All Rights Reserved 24
  • 25. My Stuff > Intelligence Events > Overview > Custom Alerts Set custom alerts to track when things break or anything extra-ordinary occurs. For example, when you record higher than normal conversions or visits from a referral network drops below a threshold. © 2013 Regalix Inc. Confidential, All Rights Reserved 25
  • 26. In SummaryUse Real time report to understand: Monitor effects of a tweet / blog on your site  Monitor if a new campaign is sending you traffic Verify if tracking code is workingUse Audiences Report to understand:  Where are your users located?  What is your sites engagement and loyalty?Use Traffic Sources Report to understand: How people are finding your site? How effective are these sources?Use Content Report to understand: How users are interacting with content and navigation on your site?Use Conversions Report to understand: Are the business objectives being met? © 2013 Regalix Inc. Confidential, All Rights Reserved 26
  • 27. Few other reports that may help youContent Efficiency Analysis Report (by Avinash Kaushik) Social Media Performance Dashboard (by Avinash Kaushik) Ecommerce Traffic Report © 2013 Regalix Inc. Confidential, All Rights Reserved 27
  • 28. Get in Touch Forefront of Innovation  visit: www.regalix.com Digital Marketing Services Technology Enabled Services  For a free evaluation of your google analytics Regalix Labs setup, please get in touch with Nick, njpinkerton@regalix-inc.com Multi-disciplinary Leadership Team & Strong Advisory Board, 175+ Team  If you have any questions about this webinar please feel free to get in touch with the speaker Ravish Kamath, rkamath@regalix-inc.com Fortune 500 and Venture Backed Customers (B2B and B2C) Global Operations: HQ in Silicon Valley, 4 Offices Industry Recognition © 2013 Regalix Inc. Confidential, All Rights Reserved 28