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Google analytics training

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  • Tracking codes: From overview go to Edit Go to Check Status Show codes Go to page source of H&K.be Show codes Access:  From overview go to Edit Go to users access edit Show edit current user Add new user Talk about accounts and profiles and users Statistic history: Go to dashboard Play with dates show history beginning Talk about getting their clients to understand and accept this system
  • There is basically three components in GA and in web statistics: Sources, visitors and content Content: pages how long how much activity behavior entry and exit Visitors: how many when what geography what language what browser, OS what connection Sources: from what sites which keywords how did they find what search engine
  • Monthly visits - dashboard top graph Map overlay (geography) - will get back to that Languages – go into visitors and languages Then manipulate last two columns to show and sort % new visitors and time on site Content drilldown (web pages) – go into content and content drilldown Site overlay (% clicks displayed) – go into content and site overlay (must be safari – doesn’t work so well for H&K) You can even surf around on each page Top landing pages – go into content and landing pages Keywords – go to traffic sources and keywords (will get back to that) Referring Sites – go to traffic sources and Referring Sites Network Location – go to visitors and network properties and network location (Which internet service providers do your visitors use? This report allows you to track the internet service provider (ISP) domains to which the user resolves. The domain is determined by the internet service that owns the user's internet protocol (IP) identifier.) Navigation summary – go to content and from dashboard pick Navigation summary, take fx expertise.html This top 10 can reveal: - positive surprises  (maybe a story on the net brought loads of visitors to your site on a certain date - you might want to find out and repeat that success) - disappointing discoveries (maybe a campaign investment on Euractive did not bring much effect) - new understanding of your visitors  (sort them in categories and provide paths for them on your site) - inspiration to improve (now that you know where your problems lay, it's easier to come up with ideas)
  • Pages per visit: from front page H&K.be has 3-4 visited pages out of 50 pages New vs. returning from front page look at the pie  you have 2/3 new visitors - compare two metrics - Visits + % new visits - then do two other metrics: % new visits + time on site New visitors spend shorter time on your site than returning visitors Traffic sources – go to traffic and all traffic sources, see top 25 Map overlay – from front page Click on Belgium Then zoom out Then view city Eventually modify to time on site
  • Type of visitors: job seekers - do you want anything else from them than just to check out vacancies? potential clients - maybe you want these to end up at your contact page or news subscription page existing clients maybe they already have your contacts. Now they want to find out what more you can do for them. What do you want to happen with them?
  • Reports Go to Custom Reporting Create new Give tab name: Pageviews In metrics take "Unique Pageviews" metrics Take also bounces Dimensions: take "page" Preview the report Play with two metrics graphs Now create the report Show Export Go to e-mail Go to schedule Put in e-mail Give a mail name chose format save it Alternatively you can simply schedule a report from dashboard or any other view. Visualise Go to Visitors and languages, press visualise Select FR and NL languages On vertical make bounce rate On horistontal make visits Play the timeline Then link it and send it to myself

Transcript

  • 1. Google Analytics Training Hill & Knowlton, 15 Sep 2009
  • 2.
    • Agenda  
      • Brief overview and features of Google Analytics 
      • Visitor analysis briefing – Sources, Visitors & Content
      • Top 10 checks for daily or weekly website scan 
      • Enable H&K professionals to do website audits (tricks and hints to track improvement potentials) 
      • How to print, extract reports, fetch images for client presentation 
      • Q&As 
  • 3.
    • Overview and features
      • Tracking codes 
      • Who can access, grant access 
      • Statistics history from code insertion date
  • 4.
    • Who are they? What do they want?
    • Visitors                          Content
    • Sources
  • 5.
    • Top 10 checks for daily/weekly scan
      • Monthly visits
      • Map overlay (geography) 
      • Languages
      • Content drilldown (web pages)
      • Site overlay (% clicks displayed)
      • Top landing pages
      • Keywords
      • Referring Sites
      • Network Location
      • Navigation summary
  • 6.
    • Website audits (improvement potential)
      • Analytics is super complex
      • Web strategy depends on business model
    • Help your client set specific goals to achieve, fx:
      • We have three types of users - and we want to qualify more online business with two of them
      • We generally want more traffic - until then we don't care what they do on our site
      • We need more visitors from Germany/Austria
      • We want our "Services" pages to have 50% more visitors within three months
  • 7.
    • Website audits (improvement potential)
    • Visitors
      • Pages per visit
        • If low then page content not strong
      • New vs. returning
        • Interactive websites want high loyalty
        • News portals want high loyalty
        • H&K might want lots of new visitors as your site doesn't serve frequent visitors
    • Sources
      • Keywords
        • Are keywords related to your name?
        • Or are they service related? 
      • Traffic sources
        • In top 20 find those to influence, fx LinkedIn
      • Map overlay
        • What area do you want to strengthen?
  • 8.
    • Website audits (improvement potential)
    • Content
      • Content drilldown, top 25
        • Pages with low exit make readers stay on your site (adapt to high exit pages)
        • Find peak of visits, narrow down the timeline. See what pages readers visited most. Compare to your activities on that date.
      • Navigation summary
        • You contact page would want high exit rate
      • Entrance paths
        • Pick /expertise.html
        • See which expertise are popular, fx, transport (should you move it up?)
    • Make a goal
    • - what do you want on your site?
    • Implement a tool on a page that brings you in contact with your client, fx:
      • contact form
      • survey / poll
      • submission of data
      • competition
    • Then play with content, navigation, entrance/exit to make visitors end up at that page
  • 9.
    • Extract reports, images etc.
      • Create reports
        • To impress clients
      • Visualise your view
        • Animation view
        • Send it to your client
  • 10.
    • Summary
    • - Google Analytics is great inspiration for website improvement
    • - Work with specific goals
    • - Distinct between your onsite and offsite efforts
      • Questions & Answers
      • WebDialogue can create specific reports and visualisations for you