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Advanced Google Analytics for Social Sites - from DotNetNuke World 2012
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Advanced Google Analytics for Social Sites - from DotNetNuke World 2012


Presentation from DotNetNuke World 2012, covering the topic of connecting the advanced features of Analytics to a DotNetNuke social website to capture the social activity.

Presentation from DotNetNuke World 2012, covering the topic of connecting the advanced features of Analytics to a DotNetNuke social website to capture the social activity.

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  • 2. Agenda Aim : everyone here to go back and utilise analytics better on their sites Background on Web Analytics and Social Sites What to measure in Social Sites How to measure in Social Sites 3 Techniques for implementing tracking Understanding and using your data
  • 3. Social Sites Social Sites : social features enabled on your own website Social Features: – Membership (friends, follow, groups) – Activity (Q&A, Forums, Blog comments) – Any other site-specific user interactions
  • 4. Implementation of Social Sites withDotNetNuke DotNetNuke social (6.2 or later) ActiveSocial Other custom methods and components Integration with other social platforms (Facebook, Twitter, LinkedIn, etc)
  • 5. History of Web Analytics(how did we get here) Early days (early 1990s): hit counting – ‘hit’ being a request for a file on a server, including images + pages Hit Counters (mid 1990s) : Log File Analysis (early-mid 90s): after the fact collation of data. Script + cookie based tracking (late 90s) Pageview emphasis, rather than hits Launch of Google Analytics (2005)
  • 6. Analytics Now Real time statistics Heatmaps, ClickTale reporting Mobile + desktop application analytics Integration with e-commerce + advertising platforms Extremely widespread since Google Analytics was made free Concept of Pageview losing relevance
  • 7. Recent new Features of Google Analytics Switch to Asynchronous tracking Real-time data : see traffic as it arrives Webmaster tools integration Social Engagement reports Visitor Flow Event Tracking New interface (dashboards, etc)
  • 8. How Google Analytics AsynchronousTracking works Asynchronous prevents page load from waiting on Analytics code When page loads, commands are placed into a ‘_gaq’ array. When analytics script (ga.js) loads and runs, loops through loaded _gaq array and executes commands. Any further additions to _gaq are executed immediately
  • 9. Analytics and Social Sites Modern DotNetNuke sites have lots of client-side operations Client side operations don’t trigger pageviews Pageviews don’t give contextual information External interactions (g+ links, Twitter Buttons) don’t show up in site Analytics
  • 10. Analytics and Social Sites cont. Effectiveness of a Social Site is about return visitors and engagement with the site Improving the site effectiveness means measuring success of particular actions Measuring Success requires measurement of actions. Pageviews alone will not provide enough information
  • 11. Tracking on-page interactions with Events Events are a relatively new Analytics feature Visit Pageview Events
  • 12. Google Analytics Events Events can have three variables supplied: – Category – Label – Value .. in addition to the event name or ‘Action’ Each user session is limited to 500 requests (events + page views) Events are integrated into Analytics Reporting
  • 13. Viewing Events in Analytics
  • 14. Viewing Events in Analytics (2)
  • 15. Using Events to Measure Effectiveness Measuring effectiveness is measuring goals against targets Traditional Pageview based (Url) goals are clunky Event goals can measure how much a visitor is engaged
  • 16. Using Goals and Conversions Ideas for Goals: – Friends made / Follows clicked – Comments – blogs / walls / forum posts – Groups Joined – Downloads – External Links followed
  • 17. How to Track Events in DotNetNuke sites 3 Methods 1. Add specific event tracking code to pages 2. Associate clicks to event tracking function 3. Use event-enabled Analytics Plugin Skill level : copy/paste – if you can add Analytics code, you can add event tracking
  • 18. 1. Add specific event tracking code Assuming Analytics already configured for Asynchronous tracking Use code snippet directly in Html using javascript Tracks an event called ‘Something’ for the ‘Social’ category, using ‘A1’ as a label
  • 19. 2. Associate Clicks with event tracking If you can’t directly control html, then use jQuery to assign click handler to elements on the page Recommend using the ‘on’ handler as content might be AJAX loaded, and click needs to be bound
  • 20. 3. Using event-enabled Analytics Plugin iFinity Google Analytics 3.0 – free Analytics plugin Now updated with event tracking Use ‘identifying’ mode, click on things to track Associate Category, Event name and optional Label or jQuery selector Test event tracking by using click testing Code works by associating handler with clickable elements, and recording matching events
  • 21. Analytics Module Demo
  • 22. Analytics Module Advantages Integrated external links reporting Setup tracking across entire portal, or for specific page Consistency of Category/Event naming No need to write Javascript code, but option of including site / page level custom Javascript for extra tracking (events, custom vars, etc)
  • 23. Tracking External Social Interactions Tracking clicks + interactions with External social sites (LinkedIn, g+, Facebook, etc) Slightly modified version of Event tracking _gaq.push([_trackSocial, network, socialAction, opt_target, opt_pagePath]); See Google Analytics Help for more examples
  • 24. Understanding and using your Data Move beyond ‘visits’ to ‘interactions’ in measuring data Determine what is a conversion Use analysis of existing conversions to determine Think in terms of goal funnels – ‘gates’ that visitors must go through before conversion Don’t forget to track from point of view of anonymous visitor to regular contributor Visits triggering events can be used as a segment
  • 25. Create Custom Segments from Event Data Custom Segments created from Event data Use to track/compare actions where event was completed
  • 26. Viewing Data by Custom Segment Showing activity of visits to /Licensing page  Licence Requests vs All Visits
  • 27. Key things to Analyse Acquisition (paid/organic/other) Activity (pageviews/events -> see vs do) Outcome (bounce/conversion/browsing session) Reduce down to a value/visit metric  increase visitors, increase value (revenue / leads / other)
  • 28. Example Goals for Social Sites Signup (register) completion Forum Post Group Join Profile Update Friends Made
  • 29. Conclusions Social Site success depends on visitor interaction + repeat visits Interaction + repeat visits depend on social activity Therefore, measuring social activity, and using that data to improve is vital to site success DotNetNuke has great social features but these can’t be measured by pageview, due to ‘single page’ interactive design Integrate Event Tracking with your Social Features to understand your social activity Use Events to segment visitor data
  • 30. Questions? Google Analytics 3.0 module install available at https://dnngoogleanalytics.codeplex.com/ Slides available at http://www.slideshare.net/brchapman