Google Analytics Basics for NCSU Libraries Staff with Charlie Morris on November 7 and November 8, 2012
Agenda1. What Google Analytics is and isn’t2. Getting access3. The reporting interface4. Dimensions and metrics5. Filtering6. Saving7. Sample reports8. Actionable Questions
Learning Objectives• Know what the software is capable of and how it works• Know how you might be able to make efficient use of the software• Know where you can go to get help with it
What is Google Analytics?• Free software weve installed on all of our web pages that tracks the usage of our site and reports it back to us.
How data should be interpreted • trend data • in context
Access• In order to view what Google Analytics is reporting, you will need to be given access: – send your non-NCSU GMail account in an email to email@example.com – go to google.com/analytics (see Confluence)
Sample Reports Overview ReportsMonitoring a Set of PagesExamining Traffic Spikes Keywords
Standard ReportsWhy: Easy pre-baked reports for vital statisticsand general understanding.Highlights:1. Visitors Overview (Audience > Overview)2. Traffic Sources Overview (Traffic Sources > Overview)3. Content Overview (Content > Overview)
Monitoring a Set of PagesWhy: Pay attention to the part of the site youare responsible forContent > Site Content > All Pages• Filter by name of page.• Advanced Filtering
Examining Traffic SpikesWhy: Learn what resonates with users, what’sworking?• Hover over spike to find the day• Change time to that day (start and end)• Choose Secondary Dimension: Source
KeywordsWhy: Understand what your users are looking forin their own words1. Traffic Sources > Sources > Search > Organic2. Secondary dimension: Landing Page3. Advanced Filter: 1. exclude Keywords: (not provided) and (not set) 2. Include Landing Page: “page/area of interest here”4. Apply and Export as CSV
An “Actionable” Question 1. Have a specific question that can be definitively answered by GA 2. Determine your action based on the answer to the question before monitoring 3. Setup a recurring report/alert
ExampleQuestion: Are Visitors viewing the NamingOpportunities page on the Hunt Librarywebsite?Decision:• Yes (Pagviews increase by 10% or more) Do nothing.• No (Pageviews decrease by 10% or more) advertise on Twitter/Facebook or Artbox.Monitor, Analyze, Act... Refine question asneeded.
Stuff I didn’t mention• Intelligence Alerts• “Trendalyzer” Visualizations (Gapminder) – Another one if there’s time• Events• Campaigns• Experiments (“A/B Testing”)• Webmaster Tools• Annotations• Profile Filters
Questions?Charlie MorrisNCSU Librariescharlie_morris@firstname.lastname@example.org://go.ncsu.edu/googleanalyticsThank you to Cory Lown and Mike Nutt forfeedback and support.