What Is Web Analytics?         Web Analytics answers two major questions        1.  How do visitors arrive at your site?  ...
What Is Web Analytics?         Google Analytics gives you data such as         •    Number of visitors         •    How lo...
Common Terms         CPC: Cost-Per-Click         PPC: Pay-Per-Click         Organic: Free search         Traffic Source: Wh...
Landing Page         The entrance page of a visitor         Often landing pages have a traffic source of          referral ...
Terminology – Unique Visitors         Unique Visitors represents the number of          unduplicated (counted only once) v...
Terminology – Unique Visitors         Unique Visitors         •  Counts the amount of people who visited your site within ...
Terminology – Unique Visitors         Contingent on date range         •  Sunday + Monday + Tuesday + Wednesday + Thursday...
Terminology – Unique VisitorsThe Big Takeaway         Absolute Unique Visitors are the amount of          individuals who ...
New vs. Returning Visitor         This report classifies by visitor type (new or          returning)         Counts visits ...
Terminology – Bounce Rate         Bounce Rate: A one page visit             “I came, I saw, Yuck, I am out of here…”      ...
Terminology – Exit Rate         Exit Rate: The page a visitor exited from in          a two or more page visit            ...
Terminology – Goal         Goal: An action you define triggered by a          pageview or a click         •    Ecommerce: P...
Terminology – Conversion         Conversion: A completed goal                                        Visitor           Vis...
Visitors – Unique Visitors                       •  If I visit your site 5 times from the same computer, I will still     ...
Visitors – New vs. Returning                       •  Measures visits not visitors                       •  A visitor can ...
Traffic – Medium & Source               Medium                            Source         How did they arrive?            Wh...
Traffic – Medium & Source               Medium                       Source            How did they arrive?    Where did th...
Traffic - Direct                       •    Visitors enter URL directly into browser                       •    Browser boo...
Traffic - Referring                       •  Links on other domains                       •  Web-based email clients (Gmail...
Traffic - Search                       •    Search engines                       •    Organic search   Change search medium...
Traffic – Google AdWords© Copyright 2010 Viget Labs                              51
Traffic - Keywords                       •  Does not display exact paid search keywords – only what you                    ...
Traffic - Campaigns                       •  Campaigns are self-defined using a special URL                       •  You cre...
Content – Top Content                       •  Displays most visited pages by URL                       •  One of the most...
Content – Content Title                       •  Displays content by title tag                       •  Aggregates all pag...
Content – Top Landing Pages                       •  What pages generated the most visits                       •  When vi...
Content – Top Exit Pages                       •    What pages caused visitors to exit the site?                       •  ...
Content – Site Overlay          Aggregates clicks vs. counting clicks by           individual links          All links tha...
Terminology – Goal         Goal: An action you define triggered by a          pageview or a click         •    Ecommerce: P...
Terminology – Conversion         Conversion: A completed goal                                        Visitor           Vis...
Goals – Overview                        •  A snapshot of all goals                        •  Conversion rate is aggregate ...
Goals – Head Match         Three Pageview Based Goal Types:         1.  Head Match         •  Input the text after the dom...
Goals – Exact Match         Three Pageview Based Goal Types:         2.  Exact Match         •  Input the URI and it will ...
Goals – Regular Expression Match         Three Pageview Based Goal Types:         3.  Regular Expression Match         •  ...
Goals – Building Goals                        Names and steps should be descriptive                        Turn goal on   ...
Goals – Building Goals         URL Goal         Time on Site         Pages per Visit© Copyright 2010 Viget Labs           ...
Goals – Engagement Goals         Enter a Time         Goal Value is          Optional         Turn Goal On         Use a D...
Goals – Engagement Goals         Enter Pages         Goal Value is          Optional         Turn Goal On         Use a De...
Goals – URL Based Goals  Match typeConversion URL  Name goalOptional value  Funnel only                  Funnel only      ...
Goals – Funnel Visualization                        •  A visualization of                           user flows© Copyright 2...
Goals – Funnel Visualization Required First Step = Yes                     Required First Step = No     Conversions: 1    ...
Goals – Funnel Visualization                                Required First Step = Yes                                    C...
Goals – Funnel Visualization                        •  A visualization of                           user flows             ...
Goals – URL Based Goals   What’s wrong with    this picture?•      Goal is turned off•      All URL’s are the same•      R...
Goals – Additional Ideas           Goals can be any pageview           Track clicks as pageviews               /internal-l...
Ecommerce – Sources / Medium                       •  Use this report to measure most effective traffic type© Copyright 201...
Ecommerce – Product Overview                       •  Change sorting to tell a different story© Copyright 2010 Viget Labs ...
Ecommerce – Visits to Purchase                       •  How many visits does it take before a purchase?                   ...
Ecommerce – Days to Purchase                       •  How many days does it take before a purchase?© Copyright 2010 Viget ...
Integrating Marketing         Tracking all marketing initiatives is key to          understanding their overall impact    ...
Traffic – Medium & Source               Medium                       Source            How did they arrive?    Where did th...
Traffic – Mediums         Google Analytics only has four native          mediums:                        organic       Goog...
Segmentation setCustomVar         User Defined report         _setCustomVar(index, name, value, opt_scope)© Copyright 2010 ...
Campaign Report                              Campaign   Source                              Medium     Ad Content© Copyrig...
Integrating Marketing         Campaign Name         •    Required         •    Answers the “Why?”         •    Why did vis...
Integrating Marketing         Campaign Source         •    Required         •    Answers the “Who?”         •    Who is ‘p...
Integrating Marketing         Campaign Medium         •    Required         •    Always use lowercase         •    Answers...
Integrating Marketing         Campaign Content         •    Optional         •    Use to label banners: 200x300 White Bann...
The Tabs                       •  Source, Medium, and some Visitor reports let you                          compare agains...
The Data Views                           •  Use different data views to see data from different angles                    ...
Navigation Summary                       •  Shows visitor path to previous 5 pages, and next 5 pages                      ...
Entrance Paths                       •  Confusing report – not actually entrance paths                                    ...
Entrance Sources                       •  Shows where visitors came from (Jet Blue vs. Airplane)© Copyright 2010 Viget Lab...
Site Search – Overview         What are visitors searching for?         Which pages inspire searches?         Do visitors ...
Site Search – Overview© Copyright 2010 Viget Labs                              110
Site Search – Usage                       •  How many visitors used search?© Copyright 2010 Viget Labs                    ...
Site Search – Search Terms                       •  What did visitors search for?© Copyright 2010 Viget Labs              ...
Site Search – Start Pages                       •  Which pages inspired searches?© Copyright 2010 Viget Labs              ...
Site Search – Destination Pages                       •  What pages did visitors find through search?© Copyright 2010 Viget...
Site Search – Search Terms                       •  Dig deep! Click a search term, change “Analyze” dimension© Copyright 2...
Segmentation         Why Segment?         •  Segmentation allows the full use of Google Analytics on specific            us...
Advanced Segments Beta         GA’s Advanced Segments Beta         •  Filters data retroactively         •  Easy interface...
Advanced Segments Beta                Dimensions                                                                 Metrics  ...
Advanced Segments Beta         Mobile Traffic© Copyright 2010 Viget Labs                              121
Using Profiles and Filters         Filters + Profiles is the most powerful and          accurate segmentation         •  Fil...
Using Profiles and Filters© Copyright 2010 Viget Labs                              123
Using Profiles and Filters         Segment the Viget Engage Blog http://          viget.com/engage         Include filters e...
Using Profiles and Filters         Exclude the Viget Engage Blog http://          viget.com/engage         Excludes only ex...
Using Profiles and Filters         Include organic search traffic         Learn more about using regular expressions        ...
Additional GA Resources         The Google Analytics Interface:         •  http://galearning.com/ga_learning/gainterface/m...
Additional GA Resources         Regular Expressions         •  http://www.google.com/support/analytics/bin/answer.py?     ...
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Google Analytics Training - Viget Labs

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A comprehensive introduction and explanation of Google Analytics by the creative geniuses at Viget Labs (as presented to Compassion International in August 2010).

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Google Analytics Training - Viget Labs

  1. 1. What Is Web Analytics?  Web Analytics answers two major questions 1.  How do visitors arrive at your site? 2.  What do visitors do on your site?  The third question requires you, and it’s the most important 3.  Why do visitors do what they do?© Copyright 2010 Viget Labs 9
  2. 2. What Is Web Analytics?  Google Analytics gives you data such as •  Number of visitors •  How long visitors spend on your site •  Popular pages •  Problem pages •  Search engine keywords use to find your site •  Visits from sites linking back to yours •  Conversion rates© Copyright 2010 Viget Labs 10
  3. 3. Common Terms  CPC: Cost-Per-Click  PPC: Pay-Per-Click  Organic: Free search  Traffic Source: Where the traffic came from© Copyright 2010 Viget Labs 14
  4. 4. Landing Page  The entrance page of a visitor  Often landing pages have a traffic source of referral or search© Copyright 2010 Viget Labs 15
  5. 5. Terminology – Unique Visitors  Unique Visitors represents the number of unduplicated (counted only once) visitors to your website over the course of a specified time period. A Unique Visitor is determined using cookies  Or….  Τους σωστά περιεχόμενα αν έχω, στο να μαγικά προκαλείς. Τα φράση επιδιόρθωση από.© Copyright 2010 Viget Labs 16
  6. 6. Terminology – Unique Visitors  Unique Visitors •  Counts the amount of people who visited your site within the specified date range •  If I visit your site 5 times from the same computer, I will still only be counted as 1 unique visitor •  In other words, visitors can make multiple visits •  Tracked by cookies© Copyright 2010 Viget Labs 17
  7. 7. Terminology – Unique Visitors  Contingent on date range •  Sunday + Monday + Tuesday + Wednesday + Thursday + Friday + Saturday Unique’s ≠ Unique’s for one week •  If I visit on May 31st and June 1st… May 1 – May 31 June 1 – June 31 May 31 – June 1 Monthly unique visitors: 1 Monthly unique visitors: 1 Monthly unique visitors: 1 May 31 daily unique June 1 daily unique May 31 daily unique visitors: 1 visitors : 1 visitors: 1 June 1 daily unique visitors : 1© Copyright 2010 Viget Labs 18
  8. 8. Terminology – Unique VisitorsThe Big Takeaway  Absolute Unique Visitors are the amount of individuals who visited your site within the selected date range. That’s it. Nothing more, nothing less.© Copyright 2010 Viget Labs 19
  9. 9. New vs. Returning Visitor  This report classifies by visitor type (new or returning)  Counts visits not visitors© Copyright 2010 Viget Labs 20
  10. 10. Terminology – Bounce Rate  Bounce Rate: A one page visit “I came, I saw, Yuck, I am out of here…” – Avinash Kaushik, Google Analytics Evangelist Back Button Landing Page Exit Link A Bounce Advertisement© Copyright 2010 Viget Labs 21
  11. 11. Terminology – Exit Rate  Exit Rate: The page a visitor exited from in a two or more page visit Exit Link Prior Page Advertisement An Exit Quits browser© Copyright 2010 Viget Labs 22
  12. 12. Terminology – Goal  Goal: An action you define triggered by a pageview or a click •  Ecommerce: Purchase confirmation •  Lead Generation: Contact form submission •  Whitepapers: PDF download •  Blogs: Clicking an outbound link (advertisements) •  Reservations: Hotel bookings  GA goals can also be used for internal testing •  Measuring an internal click tests site’s function but might not directly achieve a business goal© Copyright 2010 Viget Labs 23
  13. 13. Terminology – Conversion  Conversion: A completed goal Visitor Visitor Visitor Visitor Visitor Visitor Visitor Visitor Visitor Visitor Homepage 60 % exit Landing Page Visitor Shopping Cart Contact Form Visitor Services Page Blog Post 50% exit Booking Widget Conversion Purchase Form Submission 20% conversion PDF Download rate Clicked Ad Booked Reservation© Copyright 2010 Viget Labs 24
  14. 14. Visitors – Unique Visitors •  If I visit your site 5 times from the same computer, I will still only be counted as 1 unique visitor •  In other words, visitors can make multiple visits •  Tracked by cookies •  Sunday + Monday + Tuesday + Wednesday + Thursday + Friday + Saturday Unique’s ≠ Unique’s for one week© Copyright 2010 Viget Labs 42
  15. 15. Visitors – New vs. Returning •  Measures visits not visitors •  A visitor can complete a new visit and a returning visit in the same month •  One visitor can count as multiple return visits, but only one new visit© Copyright 2010 Viget Labs 43
  16. 16. Traffic – Medium & Source Medium Source How did they arrive? Where did they come from? cpc, email, banner, referral, none Who brought them to your site? Airplane Who is ‘pushing’ your message? Google? MSN? Yahoo!? ESP? Jet Blue© Copyright 2010 Viget Labs 46
  17. 17. Traffic – Medium & Source Medium Source How did they arrive? Where did they come from? Airplane Who brought them to your site? Jet Blue banner Washingtonpost.com cpc Google, MSN, Yahoo email ESP none Direct referral Facebook.com© Copyright 2010 Viget Labs 47
  18. 18. Traffic - Direct •  Visitors enter URL directly into browser •  Browser bookmarks •  Desktop email clients •  Desktop Twitter clients© Copyright 2010 Viget Labs 48
  19. 19. Traffic - Referring •  Links on other domains •  Web-based email clients (Gmail, Yahoo! etc.) •  Social sharing© Copyright 2010 Viget Labs 49
  20. 20. Traffic - Search •  Search engines •  Organic search Change search medium •  Paid search •  Keywords© Copyright 2010 Viget Labs 50
  21. 21. Traffic – Google AdWords© Copyright 2010 Viget Labs 51
  22. 22. Traffic - Keywords •  Does not display exact paid search keywords – only what you are bidding on •  Make sure to separate paid from organic Change search medium© Copyright 2010 Viget Labs 52
  23. 23. Traffic - Campaigns •  Campaigns are self-defined using a special URL •  You create the medium, source, and give it a name •  Not to be used on your own site •  Campaign Name: Holiday Santa Banner •  Source: http://ChristmasIsAwesome.com •  Medium: CPC •  Campaign Name: Save Darfur Email •  Source: Bronto (Email Service Provider Name) •  Medium: Email •  Campaign Name: Fender Jaguar Widget •  Source: Social Media •  Medium: Referral© Copyright 2010 Viget Labs 53
  24. 24. Content – Top Content •  Displays most visited pages by URL •  One of the most insightful reports© Copyright 2010 Viget Labs 55
  25. 25. Content – Content Title •  Displays content by title tag •  Aggregates all pages with duplicate title tags •  Exact same data as “Top Content”© Copyright 2010 Viget Labs 56
  26. 26. Content – Top Landing Pages •  What pages generated the most visits •  When visitors arrived, where did they arrive?© Copyright 2010 Viget Labs 57
  27. 27. Content – Top Exit Pages •  What pages caused visitors to exit the site? •  This includes “bounces” •  Counts exits not exit rate •  Often mirrors “Top Content”© Copyright 2010 Viget Labs 58
  28. 28. Content – Site Overlay  Aggregates clicks vs. counting clicks by individual links  All links that go to “/example” will have the same number  All links that exit the domain will have the same number  Not very useful  Breaks easily© Copyright 2010 Viget Labs 59
  29. 29. Terminology – Goal  Goal: An action you define triggered by a pageview or a click •  Ecommerce: Purchase confirmation •  Lead Generation: Contact form submission •  Whitepapers: PDF download •  Blogs: Clicking an outbound link (advertisements) •  Reservations: Hotel bookings •  NEW! Engagement Goals: Time on Site and Pageviews  GA goals should be used for internal testing as well •  Measuring an internal click tests site’s function but might not directly achieve a business goal© Copyright 2010 Viget Labs 63
  30. 30. Terminology – Conversion  Conversion: A completed goal Visitor Visitor Visitor Visitor Visitor Visitor Visitor Visitor Visitor Visitor Homepage 60 % exit Landing Page Visitor Shopping Cart Contact Form Visitor Services Page Blog Post 50% exit Booking Widget Conversion Purchase Form Submission 20% conversion PDF Download rate Clicked Ad Booked Reservation© Copyright 2010 Viget Labs 64
  31. 31. Goals – Overview •  A snapshot of all goals •  Conversion rate is aggregate of all goals© Copyright 2010 Viget Labs 65
  32. 32. Goals – Head Match  Three Pageview Based Goal Types: 1.  Head Match •  Input the text after the domain (text after domain: URI) and it will track anything that starts with your input regardless of what comes after •  /head_match will track http://example.com/head_match …and http://example.com/head_match/this_counts_too •  Use when your site has dynamically generated URL’s •  Does not accept regular expressions •  Never use full URL’s (http://example.com/head_match)© Copyright 2010 Viget Labs 66
  33. 33. Goals – Exact Match  Three Pageview Based Goal Types: 2.  Exact Match •  Input the URI and it will track anything that starts with your input but nothing after •  /exact_match will track http://example.com/exact_match …but not http://example.com/exact_match/this_wont_track •  Use when you know the exact URL •  Does accept regular expressions •  Never use full URL’s© Copyright 2010 Viget Labs 67
  34. 34. Goals – Regular Expression Match  Three Pageview Based Goal Types: 3.  Regular Expression Match •  Allows any part of the URI to be mashed together •  .*Viget.* will track http://example.com/example/Viget http://example.com/example_Viget/about http://example.com/Viget/about •  Use when URL’s vary or contain query parameters •  Use ‘top content’ report to test regular expressions •  Never use full URL’s •  For additional information on regular expressions, see appendix© Copyright 2010 Viget Labs 68
  35. 35. Goals – Building Goals   Names and steps should be descriptive   Turn goal on   Select match type   Goal value is optional   Funnel not required   ‘Required first step’ affects the funnel visualization report only   Funnel data is “backfilled”   Data is not retroactive© Copyright 2010 Viget Labs 69
  36. 36. Goals – Building Goals  URL Goal  Time on Site  Pages per Visit© Copyright 2010 Viget Labs 70
  37. 37. Goals – Engagement Goals  Enter a Time  Goal Value is Optional  Turn Goal On  Use a Descriptive Name© Copyright 2010 Viget Labs 71
  38. 38. Goals – Engagement Goals  Enter Pages  Goal Value is Optional  Turn Goal On  Use a Descriptive Name© Copyright 2010 Viget Labs 72
  39. 39. Goals – URL Based Goals Match typeConversion URL Name goalOptional value Funnel only Funnel only Name stepsConversion URL © Copyright 2010 Viget Labs 73
  40. 40. Goals – Funnel Visualization •  A visualization of user flows© Copyright 2010 Viget Labs 74
  41. 41. Goals – Funnel Visualization Required First Step = Yes Required First Step = No Conversions: 1 Conversions: 2Visitor #1 Product Visitor #1 Product #1 #1Visitor #2 Purchase Visitor #2 Purchase #2 #1 #2 #1 Confirmation Confirmation #2 #1 #2 #1 © Copyright 2010 Viget Labs 75
  42. 42. Goals – Funnel Visualization Required First Step = Yes Conversions: 2 Visitor #1 Visitor #1 Product Visitor #2 #2 Shopping Cart #2 Visitor #1 Purchase #2 #1© Copyright 2010 Viget Labs 76
  43. 43. Goals – Funnel Visualization •  A visualization of user flows •  What’s wrong with this picture?© Copyright 2010 Viget Labs 77
  44. 44. Goals – URL Based Goals   What’s wrong with this picture?•  Goal is turned off•  All URL’s are the same•  Regular expressions•  Poor naming © Copyright 2010 Viget Labs 78
  45. 45. Goals – Additional Ideas  Goals can be any pageview  Track clicks as pageviews /internal-links/red-buttonhttp://www.viget.com/engage/how-to-track-internal-links-in-google-analyticshttp://www.viget.com/engage/how-to-track-internal-links-as-goals-in-google-analytics/ © Copyright 2010 Viget Labs 79
  46. 46. Ecommerce – Sources / Medium •  Use this report to measure most effective traffic type© Copyright 2010 Viget Labs 81
  47. 47. Ecommerce – Product Overview •  Change sorting to tell a different story© Copyright 2010 Viget Labs 82
  48. 48. Ecommerce – Visits to Purchase •  How many visits does it take before a purchase? •  Do visitors know what they want? Or are they in research mode?© Copyright 2010 Viget Labs 83
  49. 49. Ecommerce – Days to Purchase •  How many days does it take before a purchase?© Copyright 2010 Viget Labs 84
  50. 50. Integrating Marketing  Tracking all marketing initiatives is key to understanding their overall impact  GA offers custom ways track additional marketing tactics •  Banners •  Email •  Yahoo! and MSN paid search •  Magazine Ads •  TV ads •  Direct Mail© Copyright 2010 Viget Labs 86
  51. 51. Traffic – Medium & Source Medium Source How did they arrive? Where did they come from? Airplane Who brought them to your site? Jet Blue banner Washingtonpost.com cpc Google, MSN, Yahoo email ESP none Direct referral Facebook.com© Copyright 2010 Viget Labs 87
  52. 52. Traffic – Mediums  Google Analytics only has four native mediums: organic Google, MSN, Yahoo cpc Google only none Direct referral Facebook.com© Copyright 2010 Viget Labs 88
  53. 53. Segmentation setCustomVar  User Defined report  _setCustomVar(index, name, value, opt_scope)© Copyright 2010 Viget Labs 91
  54. 54. Campaign Report Campaign Source Medium Ad Content© Copyright 2010 Viget Labs 92
  55. 55. Integrating Marketing  Campaign Name •  Required •  Answers the “Why?” •  Why did visitors come to your site? •  The name of the campaign should answer that question •  “I came for the holiday promotional” = Holiday 2010 •  utm_campaign http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578© Copyright 2010 Viget Labs 93
  56. 56. Integrating Marketing  Campaign Source •  Required •  Answers the “Who?” •  Who is ‘pushing’ your message? •  Google? MSN? Yahoo!? ESP? •  “I came via Google” = Google •  utm_source http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578© Copyright 2010 Viget Labs 94
  57. 57. Integrating Marketing  Campaign Medium •  Required •  Always use lowercase •  Answers the “How?” •  How did visitors get to your site? •  cpc, email, banner, referral, none •  “I came from a banner ad ” = cpc •  utm_medium http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578© Copyright 2010 Viget Labs 95
  58. 58. Integrating Marketing  Campaign Content •  Optional •  Use to label banners: 200x300 White Banner •  Use to further clarify marketing: Yahoo! Ad Group Name •  utm_content http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578© Copyright 2010 Viget Labs 96
  59. 59. The Tabs •  Source, Medium, and some Visitor reports let you compare against goals and ecommerce (if installed)© Copyright 2010 Viget Labs 102
  60. 60. The Data Views •  Use different data views to see data from different angles •  Is this page a problem? Bounce RateTime on Site vs. Site Average © Copyright 2010 Viget Labs 103
  61. 61. Navigation Summary •  Shows visitor path to previous 5 pages, and next 5 pages from the current page •  Clicking each page opens the Navigation Summary for the selected page© Copyright 2010 Viget Labs 104
  62. 62. Entrance Paths •  Confusing report – not actually entrance paths The page you’re on© Copyright 2010 Viget Labs 105
  63. 63. Entrance Sources •  Shows where visitors came from (Jet Blue vs. Airplane)© Copyright 2010 Viget Labs 106
  64. 64. Site Search – Overview  What are visitors searching for?  Which pages inspire searches?  Do visitors refine their search?  Dig deep! •  Change sorting •  Click into additional dimensions© Copyright 2010 Viget Labs 109
  65. 65. Site Search – Overview© Copyright 2010 Viget Labs 110
  66. 66. Site Search – Usage •  How many visitors used search?© Copyright 2010 Viget Labs 111
  67. 67. Site Search – Search Terms •  What did visitors search for?© Copyright 2010 Viget Labs 112
  68. 68. Site Search – Start Pages •  Which pages inspired searches?© Copyright 2010 Viget Labs 113
  69. 69. Site Search – Destination Pages •  What pages did visitors find through search?© Copyright 2010 Viget Labs 114
  70. 70. Site Search – Search Terms •  Dig deep! Click a search term, change “Analyze” dimension© Copyright 2010 Viget Labs 115
  71. 71. Segmentation  Why Segment? •  Segmentation allows the full use of Google Analytics on specific user types •  Analyze behavior based on content and visitor type Do new visitors behave differently than returning visitors? Does national traffic convert more often than international? How is the blog performing? Are the product pages causing roadblocks? Is the direct mail campaign in Washington, DC working? Does organic search bring more engaged traffic than paid search?© Copyright 2010 Viget Labs 117
  72. 72. Advanced Segments Beta  GA’s Advanced Segments Beta •  Filters data retroactively •  Easy interface •  Mash up data in unique ways© Copyright 2010 Viget Labs 119
  73. 73. Advanced Segments Beta Dimensions Metrics Data types/names Numbershttp://www.google.com/support/analytics/bin/answer.py?answer=99021 http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=99118 © Copyright 2010 Viget Labs 120
  74. 74. Advanced Segments Beta  Mobile Traffic© Copyright 2010 Viget Labs 121
  75. 75. Using Profiles and Filters  Filters + Profiles is the most powerful and accurate segmentation •  Filters are processed before you see the data •  Filters are processed in order from top to bottom •  Always use regular expressions© Copyright 2010 Viget Labs 122
  76. 76. Using Profiles and Filters© Copyright 2010 Viget Labs 123
  77. 77. Using Profiles and Filters  Segment the Viget Engage Blog http:// viget.com/engage  Include filters exclude everything except what you’ve included© Copyright 2010 Viget Labs 124
  78. 78. Using Profiles and Filters  Exclude the Viget Engage Blog http:// viget.com/engage  Excludes only exclude the sub-directory© Copyright 2010 Viget Labs 125
  79. 79. Using Profiles and Filters  Include organic search traffic  Learn more about using regular expressions to create custom profiles http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55582© Copyright 2010 Viget Labs 126
  80. 80. Additional GA Resources  The Google Analytics Interface: •  http://galearning.com/ga_learning/gainterface/map.htm  The Missing Google Analytics Manual: •  http://www.grokdotcom.com/2010/02/16/the-missing-google- analytics-manual/  Firefox plug-ins: •  http://www.vkistudios.com/tools/firefox/betterga/index.cfm •  https://addons.mozilla.org/en-US/firefox/addon/748 •  http://www.viget.com/engage/sweet-greasemonkey-script-for- google-analytics •  http://userscripts.org/scripts/show/31584© Copyright 2010 Viget Labs 137
  81. 81. Additional GA Resources  Regular Expressions •  http://www.google.com/support/analytics/bin/answer.py? hl=en&answer=55582  Tracking Internal Links •  http://www.viget.com/engage/how-to-track-internal-links-in- google-analytics •  http://www.viget.com/engage/how-to-track-internal-links-as-goals- in-google-analytics/  Google UTM URL Builder •  http://www.google.com/support/googleanalytics/bin/answer.py? hl=en&answer=55578© Copyright 2010 Viget Labs 138
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