Web Analytics with Google Analytics, II

Web Analytics with Google Analytics, II MadTech

What’s Being Covered Tonight will talk about… Which covers…

What’s Being Covered Tonight will talk about… Engagement Which covers…

What’s Being Covered Tonight will talk about… Engagement Grouping Data Which covers…

What’s Being Covered Tonight will talk about… Engagement Grouping Data Intelligence/Alerts Which covers…

What’s Being Covered Tonight will talk about… Engagement Grouping Data Intelligence/Alerts Website Analytics Which covers…

What’s Being Covered Tonight will talk about… Engagement Grouping Data Intelligence/Alerts Website Analytics Walk Through/How To Which covers…

What’s Being Covered Tonight will talk about… Engagement Grouping Data Intelligence/Alerts Website Analytics Walk Through/How To Which covers… Measuring Engagement

What’s Being Covered Tonight will talk about… Engagement Grouping Data Intelligence/Alerts Website Analytics Walk Through/How To Which covers… Measuring Engagement Filtering

What’s Being Covered Tonight will talk about… Engagement Grouping Data Intelligence/Alerts Website Analytics Walk Through/How To Which covers… Measuring Engagement Filtering Segmenting

What’s Being Covered Tonight will talk about… Engagement Grouping Data Intelligence/Alerts Website Analytics Walk Through/How To Which covers… Measuring Engagement Filtering Segmenting Conversions

What’s Being Covered Tonight will talk about… Engagement Grouping Data Intelligence/Alerts Website Analytics Walk Through/How To Which covers… Measuring Engagement Filtering Segmenting Conversions Analytics Intelligence

Disclaimer ★ I am not a web analytics expert or guru; ★ I know enough about web analytics to be dangerous to myself and others; ★ I also know enough to be helpful to my clients; ★ I learn more about web analytics regularly; but ★ Its an expansive ﬁeld of study, so see ﬁrst disclaimer.

Engagement

What is Engagement?Engagement is just another way to state, “What do I want from this experience?”

Bounce Rate One of the most important measures of engagement.From it, you learn to ask the that deﬁne what you want. This is the…I came. I looked. I left. Metric.

What’s a good bounce rate? A good target range for your bounce rate is 40%-60%

Bounce Rate: Performance vs Comparison

Bounce Rate: Landing/Entrance Pages Measuring Bounce Rates of Entrance Pages tells you, “Which pages are turning your audience away/off.” But it may also measure which pages are giving your audience, exactly what they want.

What is Conversion?Conversion is the ‘wooing‘ stage of your relationship. It provides measurables for the… “What do I want from this experience?”

Conversions: The Measure of Engagement What are some of the things you’d want to track/measure conversions on… mailing list sign-ups; purchases/completed orders; ﬁle downloads; videos watched; new members/new clients; donations; pages/articles read; etc.

Grouping Data

Simple Conversions Some conversions can be simplymanaged/viewed by the proper creationof accounts, proﬁles, ﬁlters, and segments

Accounts vs ProfilesTo put it simply, an account contains acollection of profiles. Profiles exist to letyou do two important things.1.) Separate out information about specific webproperties, like your blog2.) Apply different rules and criteria for advanced analysis

Proﬁle Page

Understand Accounts Basically an account can be used Track a single web property; or Track all web properties owned by a single entity

Filters Profiles allow you to: • Experiment; ers. • Test Theories; fi lt re • Answer questions for specific a es segments of your site; fil • Gain more depth of info forP ro specific segments of the site; and • more…

Types of Filters r s. Fil fil te Google Analytics has: ter sa a re • Profiles; re le s • Predefined Filters; and filte fi rs.P ro • Custom Filters; Filters allow you to focus on specific data or clean data that is coming into your analytics account.

5 Great Filters(1) Only My Site’s Traffic The internet can be a pesky place, sometimes people grab code to test or steal but don’t always understand what it does. If your Google Analytics Javascript ends up on someone else’s site, your data is compromised. This filter will help clean up that effect.(2) Exclude My IP Address As a developer, content creator, or as an organization as whole, you will want to consider EXCLUDING your internal traffic to the site. The answer is an automatic yes for developers. It should be a yes for content creators, but their are some reasons for a no. But organization wide exclusion may require a quick conversation with your web developer and your Executive Director.(3) Force URL/URI to lowercase People, especially marketers will frequently use case to make a URI more readable, like i.e. MyGreatSite.com versus mygreatsite.com, this isn’t bad but can mess with your traffic breakouts. Forcing URI to lowercase removes that issue, and allows all data from both examples to be counted as a single page.(4) Directory Filters Allow you to really dive into a specific component of your website’s data. These are profile filters, but can allow you to gain great insight into a members only area vs the full website. They can be used to give you quick access to and highlight stores, member areas, publication areas, donations, different types of conversions and more.(5) Referrer’s Full Name Knowing where your traffic is coming from can provide you with great actionable steps—who to send press releases to, which search engines to optimize for, etc. Knowing that traffic has come from Google, Bing, AOL, or UW Madison is good, but knowing the exact page that sent the traffic is better. You can learn how to create these filters from either of the sites listed below: http://doteduguru.com/id629-google-analytics-filters.html http://searchmarketingads.com/blog/2008/07/03/5-must-have-google-analytic-filters/

Filters & Segments A Quick Walk Through http://www.google.com/analytics These Walk Through has been replaced by embedded videos.

Predeﬁned FiltersA Quick Walk Through by GoogleAnalyticshttp://www.youtube.com/watch?v=08msFgeHw9M

Custom FiltersA Quick Walk Through by GoogleAnalyticshttp://www.youtube.com/watch?v=06R12LiPQFM

Work Less,Learn More

Telling the Analytic StoryAnalytics matter when you make them accessible, “Don’t spew the data; tell the story.”

Using Custom Reports Make Your Data Work For You Custom reports can provide the insights you want rapidly, allowing you to then spend your time, telling their relevance.

Content Analysis Reports

Daily Stats Drilldown Report

Analytic IntelligenceGoogle Analytics’ Intelligent EngineSurfaces and notiﬁes you of trends and insights, so you don’t have to go looking for them. There are both automated alerts and custom alerts available.

Google Analytics’ Intelligent EngineA Quick Walk Through by GoogleAnalyticshttp://www.youtube.com/watch?v=gRvUpoTT-Bo

Summary

Five Best Practices (1) If You’re Monitoring Client Websites, Create Accounts; (2) Always Keep a Master Proﬁle; (3) Enable Site Search (in profile set-up) for More Fun With Keywords (4) Duplicate Profiles to Learn (5) Understand Your Bounce Rate

Five Things to Remember Avoiding some unfortunate gotchas, and “Making your work easier”(1) Enable Site Search on Profile; Click Edit Profile, then in top right corner, under “Receiving Data/Check Status” select “edit” again. Turn On, Do Track Site Search.(2) Always Keep a Master Profile; Absolutely and always, make sure you have a profile that is un-filtered—not modified in anyway. You can even label it “PURE DATA: Keep Grubby Hands Off ” if necessary.(3) Track Email as well as Referrers; We didn’t talk about it, but if you’re doing any Mail Campaigns or maintain mailing lists that you send to, make sure you set them up to be tracked.(4) Don’t Puke the Data;Tell the Story; Whether you use charts or words, or some combination of both; make your insights come alive for those who have to make decisions. If you make it comprehensible and actionable, then you’re more likely to get a decision.(5) Subscribe to an Analytics Blog Whether its the Google Analytics’ video channel on YouTube, add Avinash Kaushik’s website to Google Reader, or visit Google Analytics on Blogspot, do something to keep you up to date.

Resources Blogs, Books, & Videos… (1) http://www.youtube.com/user/ googleanalytics (2) GA in 60 Seconds (subset above) (3) http://analytics.blogspot.com/ (4) Advanced Web Metrics (Brian Clifton) (5) http://www.kaushik.net/avinash/

AnnounceMents

★ Workshop: Breaking Good Habits- Effective Writing for Donors. Tues, 10 May 2011, from 1- 3pm; http://goodhabits.eventbrite.com/★ Meeting: MadTech Discussion. (Topic Unknown). Weds, 18 May 2011, 6:30pm. Looking for Volunteers http://madison.nonprofit-day.org/volunteer/★ Announce: 24hr Website Challenge http://nonprofitday.posterous.com/idea-website-in-24hrs- challenge★ Announce: Sector67: TechTrack http://nonprofitday.posterous.com/idea-creating-technology- track-and-host-at-se★ Announce: Presenters http://madison.nonprofit-day.org/volunteer/

Web Analytics with Google Analytics, II

by Alnisa Allgood on Apr 27, 2011

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Web Analytics with Google Analytics, II — Presentation Transcript