2009 9 25 Vip Jeugd Google Analytics Preso

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Gabriel Goldberg (Mede oprichter Google Belgium) wil met Semetis frisheid op de markt brengen via search engine marketing. In feite zijn zoekmachine-advertenties (SEA), de zoekmachine optimalisatie …

Gabriel Goldberg (Mede oprichter Google Belgium) wil met Semetis frisheid op de markt brengen via search engine marketing. In feite zijn zoekmachine-advertenties (SEA), de zoekmachine optimalisatie (SEO) en web-analytics met elkaar verbonden. Dat zegt je nu allemaal niet veel, maar na deze sessie gaat een nieuwe wereld voor je open. Wanneer je een website hebt, is het zeer belangrijk om alles te meten. Bereik je je doelgroep wel? Hoe kan je je website verbeteren?

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  • 1. Measuring your KPI’s
  • 2. The Fundamentals
  • 3. 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
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. Dashboard summaries
    Geo overlay
    E-commerce reporting
    Goal reporting
    Funnel Analysis
    Adwords integration
    Keyword positioning
    Google Analytics Key Reports
  • 8. Dashboard summaries
    Geo overlay
    E-commerce reporting
    Funnel Analysis
    Adwords integration
    Keyword positioning
    Google Analytics Key Reports
  • 9. Dashboard summaries
    Geo overlay
    E-commerce reporting
    Funnel Analysis
    Adwords integration
    Keyword positioning
    Google Analytics Key Reports
  • 10. Dashboard summaries
    Geo overlay
    E-commerce reporting
    Funnel Analysis
    Adwords integration
    Keyword positioning
    Google Analytics Key Reports
  • 11. Dashboard summaries
    Geo overlay
    E-commerce reporting
    Funnel Analysis
    Adwords Integration
    Keyword positioning
    Google Analytics Key Reports
  • 12. Dashboard summaries
    Geo overlay
    E-commerce reporting
    Funnel Analysis
    Adwords integration
    Keyword Positioning
    Google Analytics Key Reports
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. Why work with dashboards, profiles & filters?
    • Analyse data from different angles
    • 17. Analyse multiple websites & domains
    • 18. Avoid common mistakes
    • 19. Profiles/Filters allows you to:
    • 20. Exclude own/distribution network IPs
    • 21. Exclude irrelevant markets – focus on target market
    • 22. Measure new vs. returning traffic differently
    • 23. Focus on each traffic source separately
    • 24. Focus on specific target group separately
  • Google Analytics in the Marketplace
  • 25. 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
  • 26. Thank You !