2009 9 25 Vip Jeugd Google Analytics Preso

Measuring your KPI’s

The Fundamentals

What is web analytics?
“Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing web usage.”
- Web Analytics Association
Tools for measuring the success (or not) of your web site
Analysing the Traffic to your website
Analysing the user bahaviour on your website

What is Google Analytics?
Feature rich visitor reporting tool
- 80 default reports
- Visitor & Goal reporting
Hosted service from Google
Huge scalability
Integrated into AdWords
- More than just Adwords tracking
Internationalized in 18 languages
Automated reports (e-mail)
API (ie. desktop appl.) open since May 09
Free service
Google Analytics Users(as the main WA Tool):
Public info – via source codes

Drive the Best Traffic To Your Site
Search Marketing
Banner Advertising
Email Marketing
Determine which marketing initiatives are driving the best traffic to your site
Search Engine Optimization
Referrals
Affiliate Programs

How Google Analytics Works
Browser/HTML Page
Data is processed and
stored into report data
tables which is then read
to produce reports
JavaScript executes;
creates 1st party cookies
and requests a __utm.gif
from Google servers
Domain Server
cookies
Visitor Data
Utm.gif

Dashboard summaries
Geo overlay
E-commerce reporting
Goal reporting
Funnel Analysis
Adwords integration
Keyword positioning
Google Analytics Key Reports

Dashboard summaries
Geo overlay
Funnel Analysis
Adwords integration
Keyword positioning

Dashboard summaries
Geo overlay
Funnel Analysis
Adwords Integration
Keyword positioning

Dashboard summaries
Geo overlay
Funnel Analysis
Adwords integration
Keyword Positioning

Profiles on the same domain
Client Account (mysite.com)
Profile B
www.mysite.com
Profile A
www.mysite.com
Filter 3
Filter 1
e.g. filter out
internal staff visits
e.g. Show only UK visits
Filter 2
e.g. filter out all
US visitors
G1
G2
G3
G4
G1
G2
G3
G4

Client Account (mysite.com & anothersite.fr)
Profile B
www.anothersite.fr
Profile A
www.mysite.com
Filter 1
Filter 1
e.g. Show only
US visitors
e.g. Show only Fr visitors
G1
G2
G3
G4
G1
G2
G3
G4
Profiles on multiple domains

What are the Filter Fields?
Pageview
Request URI
Hostname
Page Title
Referral
Visitor Specific
Visitor Browser Program
Visitor Browser Version
Visitor Operating System Platform
Visitor Operating System Version
Visitor Language Settings
Visitor Screen Resolution
Visitor Screen Colors
Visitor Java Enabled?
Visitor Flash version
Visitor IP Address
Visitor Geographical Domain
Visitor ISP Organization
Visitor Country
Visitor Region
Visitor City
Visitor Connection Speed
Filter fields: Name of field where data is stored
Campaign
Campaign Source
Campaign Medium
Campaign Term
Campaign Name
Campaign Code
Campaign Target URL
E-commerce
E-commerce Transaction ID
E-commerce Transaction Country
E-commerce Transaction Region
E-commerce Transaction City
E-commerce Transaction Store or Item Location
E-commerce Item Name
E-commerce Item Code
E-commerce Item Variation

Why work with dashboards, profiles & filters?

Analyse data from different angles
Analyse multiple websites & domains
Avoid common mistakes
Profiles/Filters allows you to:
Exclude own/distribution network IPs
Exclude irrelevant markets – focus on target market
Measure new vs. returning traffic differently
Focus on each traffic source separately
Focus on specific target group separately

Google Analytics in the Marketplace

Available Ressources
Google Conversion University:
http://www.google.com/support/conversionuniversity/?hl=nl
Google Analytics Channel on YT:
http://www.youtube.com/googleanalytics?hl
Google Analytics Help:
http://www.google.com/support/analytics/?hl=nl

Thank You !