Google
Analytics
Presentation | September 23, 2009
Agenda
• Google Analytics Basics
o Reasons for using Google Analytics
o Cookies
o Other Google Analytics info
• Goals & Fu...
What is Google Analytics?
• Wikipedia defines GA as a free service offered by Google
that generates detailed statistics ab...
Why use Google Analytics?
• Analytics & Optimization
o Activity & “Transaction”
Monitoring
o Correlate to Business Results...
Basics of Google Analytics
• Visitors
o

Cookie is first party/random
visitor id + first initial
timestamp

• Visits
o

Se...
Cookies
What data won't get through to Google Analytics?
• Disabled Javascript
• Blocked all cookies
• Deleted Cookies
o c...
What Does Web Analytics Measure?

• Visitors
o

Characteristics
 Browser, new vs. return,
location

• Traffic
o

Origins
...
Specifics about Google Analytics
•
•
•
•

Tagged vs. log file
Highly Customizable
Basic install is robust
Worth more as pa...
How to Optimize
• Have a Plan
• Define Goals
• Measure trends (ex.
Bounce rates)
• Track campaigns (ex.
Email Newsletter)
...
Goals

• Select page you want visitor to see to reach the goal
o Goal is usually Thank you or confirmation page
 Types of...
Funnel/Match Types

• Funnels show where enter and how go through process
o Show where you may lose would be customers
• A...
Goal Value
• Assign monetary value for non-ecommerce goals
• Example
o Sales team can close 10% of people who request to b...
Funnel Visualization Report
• Displays visual representation of certain goal and path
before and after each step in funnel...
Reverse Goal Path Report
• Displays exactly how people got to the goal page
• Shows funnels you may have not thought of be...
Bounce Rates
• The percentage of web site visitors who arrive at a web site
entry page, then leave without going any deepe...
Other Things you May Not Know
• Some sites make extensive use of
Flash or other interactive
technologies.
o These sites do...
Creating User Accounts/Profiles
• One login can have access to 25 accounts
• Difference between Admins/Users
o Users are r...
Creating User Accounts/Profiles ctd
• New domains will have new tracking numbers
o UA-1111111-2 ad UA-1111111-3 as they ar...
Tracking across domains
• _link method allows track a user across multiple domains
• Add few lines to GA code
o pageTracke...
Transfer forms across domains
Mostly used to track from one site to a 3rd-party shopping cart
site.
• Transfer visitors by...
Filters
•
•
•
•

Increases Flexibility of GA
Apply multiple filters to profiles
Maintain unfiltered profile (aka backup)
P...
Filter Setup
Enter via Filter manager on main analytics page or add a new
profile with a filter
Custom Filters
• Muiltiple...
Tracking across sub domains
• Add _setDomainName to tracking code on each page of
each subdomain
• Add this line to GA cod...
Filter for subdomains
• Apply an advanced filter to differentiate subdomains within
one profile (Add Filter from Main acco...
Campaign URL Tagging
• utm_source: Identify as an advertiser (google, citysearch,
newsletter)
• utm_medium: Advertising me...
Create Custom Report
• Decide what report should show
o Ex.Source and Keyword Performance Report
 Dimensions - sources an...
Internal Site Search
Why set this up?
• Visitors use site search as a form of navigation
• Analyze internal search can hel...
Search Terms and Start Pages Reports
• Search Terms Report
o Can compare metrics between internal search queries
o Useful ...
For Further Information...
Go to Google Analytics IQ Lessons
• http://www.google.com/support/conversionuniversity/?hl=en
T...
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  • Transcript of "Googleanalyticsoverview 090925100130-phpapp02"

    1. 1. Google Analytics Presentation | September 23, 2009
    2. 2. Agenda • Google Analytics Basics o Reasons for using Google Analytics o Cookies o Other Google Analytics info • Goals & Funnels o Reports (Funnel Visualization & Reverse Funnel) • Bounce Rates • Profiles • Tracking Across Domains o Subdomains • Filters • Campaign Setup • Custom Reports (Keyword Performance) • Internal Site Search o Reports (Search Terms & Start Pages)
    3. 3. What is Google Analytics? • Wikipedia defines GA as a free service offered by Google that generates detailed statistics about the visitors to a website. • Delphic Sage should define it as a place where we can: o Build, track, and improve the goals we help set with/for our clients o Stem ideas for SEO & marketing campaigns including newsletters, press releases, etc. o Utilize the data repository for monthly reporting/recommendations o Be Proactive!
    4. 4. Why use Google Analytics? • Analytics & Optimization o Activity & “Transaction” Monitoring o Correlate to Business Results  CPA, ROAS, ROI  Other KPI’s  Activity Analysis o Provides Business Justification & Direction Sample Optimization Effort o Dashboards & Tools $50M Sales Increase From 2.0 To 2.1%= $2.5M In • Primary Objective Increase In Revenue o Optimize Spend 2,200% Increase In Annual Revenue o Prioritize Investments
    5. 5. Basics of Google Analytics • Visitors o Cookie is first party/random visitor id + first initial timestamp • Visits o Session is defaulted to 30 minutes (closing browser or inactive ends session) • Pageviews o Refresh = new page view • Bounce Rate o Enter on one page do not go to any other page and exit • Ex. 1 Visitor can visit the site 2 times and have 5 pageviews
    6. 6. Cookies What data won't get through to Google Analytics? • Disabled Javascript • Blocked all cookies • Deleted Cookies o comes up as new visitor though • Error in Javascript prior to analytics code • Mobile Devices can with no javascript enabled Cookie Info • __utma - Visitor identifer (expires after 2 years) • __utmb -Session Identifier (expires after 30 minutes of inactivity) • __utmc - Session Identifier (temporary cookie; destroyed when you quit browser; notes as new session) • __utmz - Campaign Values (Expires after 6 months or if overwritten)
    7. 7. What Does Web Analytics Measure? • Visitors o Characteristics  Browser, new vs. return, location • Traffic o Origins  Keywords, refers, pages • Content o Effectiveness  Bounce rate, paths, navigation summary
    8. 8. Specifics about Google Analytics • • • • Tagged vs. log file Highly Customizable Basic install is robust Worth more as part of process • Set goals • Use campaigns • Tons of Reporting Other Important Facts • Enter before </body> or footer • Strips out known bots/spiders • Works on mobile phones if they support javascript and store cookies • Account number below = 1111111 o The 1 after the - represents what implementation <script type="text/javascript"> vargaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www."); document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E")); </script> <script type="text/javascript"> varpageTracker = _gat._getTracker("UA-1111111-1"); pageTracker._initData(); pageTracker._trackPageview(); </script UA-1111111-1 >
    9. 9. How to Optimize • Have a Plan • Define Goals • Measure trends (ex. Bounce rates) • Track campaigns (ex. Email Newsletter) • Be methodical
    10. 10. Goals • Select page you want visitor to see to reach the goal o Goal is usually Thank you or confirmation page  Types of Goals  Thank you page on contact form  PDF Download for White Paper  Newsletter Signup  Feed Subscriptions • Set-up Goals under o Analytics Settings -> Profile Settings -> Conversion Goals and Funnel  Select up to 4 goals per profile  Set up duplicate profiles to add more goals o Enter URL of Goal Page  Ex. /Confirmation.aspx o Name the goal • Funnel steps on next page Image via www.headachecare.com
    11. 11. Funnel/Match Types • Funnels show where enter and how go through process o Show where you may lose would be customers • Add URL of pages leading to goal page o Name Steps (Ex. Select Contact Form) • Match Type o Defines how google analytics identifies a goal/funnel o Match Types  Head Match  /offer1/ (anything after / will still be counted)  Exact Match  /offer1/signup.html  Regular expression match  If you have multiple signup forms under one goal (/.*/signup.html  /offer2/signup.html and /offer3/signup.html
    12. 12. Goal Value • Assign monetary value for non-ecommerce goals • Example o Sales team can close 10% of people who request to be contacted o Average Transaction is $500 o Assign $50 (i.e. 10% of $500) to your "Contact Us" goal Image via http://risingsouthfoundation.com
    13. 13. Funnel Visualization Report • Displays visual representation of certain goal and path before and after each step in funnel (Left = step before, Right = step after) • Goals -> Funnel Visualization
    14. 14. Reverse Goal Path Report • Displays exactly how people got to the goal page • Shows funnels you may have not thought of before • Goals -> Reverse Goal Path Report
    15. 15. Bounce Rates • The percentage of web site visitors who arrive at a web site entry page, then leave without going any deeper into the site. • If page is higher than avg. site bounce rate percentage, focus on changing content on that page (blogs are different though) o Content - > Content by Title o Comparison View o Sort by Pageviews o Select "Bounce Rate" for compared to site average
    16. 16. Other Things you May Not Know • Some sites make extensive use of Flash or other interactive technologies. o These sites don't load new pages and user interaction is on single page o Equals high bounce rates and low times on site o Avoid this with virtual pageviews or events • Paid keywords with high bounce rates, show landing pages need to be fixed Image via http://latimesblogs.latimes.com
    17. 17. Creating User Accounts/Profiles • One login can have access to 25 accounts • Difference between Admins/Users o Users are read only; restricted to specific profiles o Admins can do everything (view all reports/edit account settings) • Profiles typically per domain o set up for subdomains o setup for subset of data for one domain o set up reports for one domain where different users get different access
    18. 18. Creating User Accounts/Profiles ctd • New domains will have new tracking numbers o UA-1111111-2 ad UA-1111111-3 as they are entered sequentially • Go to Analytics settings page o Click add Website profile o Select radio button to add profile for NEW domain o Enter URL into text field (choose http or https)  Can enter subdomain o Click Finish
    19. 19. Tracking across domains • _link method allows track a user across multiple domains • Add few lines to GA code o pageTracker._setDomainName("none"); o pageTracker._setAllowLinker(true); • Add the _link() method to all links between domains o Ex. <a href ="http://www.your2ndsite" onclick = "pageTracker._link('http://www.your2ndsite.com');return false;") Go to our other site</a>
    20. 20. Transfer forms across domains Mostly used to track from one site to a 3rd-party shopping cart site. • Transfer visitors by linkByPost() for forms o Also, can be used to send cookie data to other domains in pop-ups or Iframes o Modify forms as follows:  <form action = "http://www.shoppingcartsite.com/myService/formProc essor.php" name ="f" method="post" on submit="pageTracker._linkByPost(this)">... </form>  will add query string values to action attributes when user submits form
    21. 21. Filters • • • • Increases Flexibility of GA Apply multiple filters to profiles Maintain unfiltered profile (aka backup) Predefined filters o Ex. Exclude all traffic from a certain IP Address  Won't track internal visits • Other possible filters o Convert URI/URL to lowercase o Filter out mydelphic traffic by hostname o Filter out client traffic by IP
    22. 22. Filter Setup Enter via Filter manager on main analytics page or add a new profile with a filter Custom Filters • Muiltiple include or exclude filters can be applied to a single profile • Filers are executed sequentially • The output from filter one is used as input for next filter What not to do • Create 2 separate filters because they will cancel each other out • Instead, Create one filter that uses a regular expression to indicate that the Visitor region is California or Texas (Filter Pattern = Texas/California)
    23. 23. Tracking across sub domains • Add _setDomainName to tracking code on each page of each subdomain • Add this line to GA code o pageTracker._setDomainName(".parentsitename.com"); • One issue is pages named the same in subdomain will not see separate visits o Best practices to avoid subdomain issues  Set up Profiles for each subdomain as well as a main profile with no filters
    24. 24. Filter for subdomains • Apply an advanced filter to differentiate subdomains within one profile (Add Filter from Main accounts screen) o Filter Type: Custom Filter > Advanced o Field A: Hostname o Extract A: (.*) o Field B: Request URI o Extract B: (.*) o Output To: Request URI o Constructor: /$A1$B1 • With this filter, results appear within subdomain attached o Ex. /maps.google.com/home.html & /mail.google.com/home.html • More info here
    25. 25. Campaign URL Tagging • utm_source: Identify as an advertiser (google, citysearch, newsletter) • utm_medium: Advertising medium (cpc, banner, email) • utm_campaign: Campaign name (product, promo code, or slogan) • Optional campaign variables o utm_term: Paid search keyword o um_content: Use to track different versions of an ad • URL Builder here: Example from recent Newsletter campaign we set up: • http://www.sitename.com/news/in-the-news.aspx/d=84/title=CP? utm_source=Newsletter&utm_medium=email&utm_campaign=9-15-09NL
    26. 26. Create Custom Report • Decide what report should show o Ex.Source and Keyword Performance Report  Dimensions - sources and keywords  Metrics - Pageviews, bounces, visits
    27. 27. Internal Site Search Why set this up? • Visitors use site search as a form of navigation • Analyze internal search can help identify: o Missing or hidden content o Ineffective search results o Keywords not previously identified for search campaigns • Set up through Analytics account -> Edit profile o Track Searching o Perform search on the site you will track to see what part of querystring identifies search  Ex. Google search = q  Ex. Yahoo search = p
    28. 28. Search Terms and Start Pages Reports • Search Terms Report o Can compare metrics between internal search queries o Useful for identifying new keywords o Can refine down through cross segmentation  Ex. What city did they search from for this term? • Start Pages Report o Useful to assess effectiveness of landing pages o Click on the page listed in table and learn more about searches on that page  Ex. News page  Search term = Photo Gallery  Should Reference Photo Gallery on that page
    29. 29. For Further Information... Go to Google Analytics IQ Lessons • http://www.google.com/support/conversionuniversity/?hl=en To Contact Delphic Sage, email us: info@delphicsage.com
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