Getting More Out of Analytics presented by Tobin Lehman

GETTING MORE OUT OF ANALYTICS Tobin Lehman, contact@tobinlehman.comThursday, September 15, 2011

WHAT IS ANALYTICS? • Google’s Web Tracking Software • Google Acquired Urchin Software in 2005, made the product free under the name Analytics. • Let’s you understand what has happened to your site.Thursday, September 15, 2011

HOW IT WORKS • Uses Javascript to track page events • Simple tracking code is put on your pages • This requires javascript to be active on the browsers • 3% of Users in the US have Javascript disabled.* http://visualrevenue.com/blog/2007/08/eu-and-us-javascript-disabled-index.htmlThursday, September 15, 2011

TERMINOLOGY Visits: Users coming to the site. One visit might have multiple page views. Unique Visits: Some users may come back multiple times. This measures how many unique users came. Page Views: The number of pages viewed on the site. Unique Page Views: The number of unique views by individual visitors.Thursday, September 15, 2011

TERMINOLOGY Bounce: Is the measure of a visitor arriving at a page on your site and immediately leaving. Their entrance page is the same as their exit page. This is the most confusing because google Allows you to look at this metric in some irrelevant ways with averages. Exits: The number of visitors who leave the site after this page. This could be a link to another site, or simply close the window.Thursday, September 15, 2011

UNDERSTANDING THE DATA Top Level Categories • Dashboard • Intelligence • Visitors • TrafﬁcSources • Content • GoalsThursday, September 15, 2011

THE KEY METRICS The are 7 common metrics • Browsers / Devices that most companies need • Trafﬁc Sources to know to make informed • Referrers decisions about your web trafﬁc. Making these reports • Keyword Analytics apart of your monthly • Top Content review can truly shape • Exit / Bounce decisions. • Goals / EventsThursday, September 15, 2011

VISITORSThursday, September 15, 2011

VISITORS > BROWSERS > OPERATING SYSTEMSThursday, September 15, 2011

TRAFFIC SOURCESThursday, September 15, 2011

TRAFFIC SOURCES > ALL SOURCESThursday, September 15, 2011

TRAFFIC SOURCES > REFERRING SITESThursday, September 15, 2011

TRAFFIC SOURCES > KEYWORDSThursday, September 15, 2011

CONTENTThursday, September 15, 2011

CONTENT > TOP CONTENTThursday, September 15, 2011

CONTENT > TOP CONTENT BY TITLEThursday, September 15, 2011

CONTENT > EXIT AND BOUNCEThursday, September 15, 2011

GOALSThursday, September 15, 2011

ADVANCED CONFIGURATIONS • Goals and Funnels • Campaign Tracking • Custom Reports • Google IntelligenceThursday, September 15, 2011

GOALS AND FUNNELS Goals allow you to track a path of a user and gather information on the success or failure of that path. HomeThursday, September 15, 2011

GOALS AND FUNNELS Goals allow you to track a path of a user and gather information on the success or failure of that path. Home ProductThursday, September 15, 2011

GOALS AND FUNNELS Goals allow you to track a path of a user and gather information on the success or failure of that path. Order Home Product FormThursday, September 15, 2011

GOALS AND FUNNELS Goals allow you to track a path of a user and gather information on the success or failure of that path. Order Thank Home Product Form YouThursday, September 15, 2011

GOAL DETAILThursday, September 15, 2011

GOALS SETUP Setting up a Goal, you need to know the page that starts, contains, and ends the goal. The more detailed you are, the better.Thursday, September 15, 2011

EDIT PROFILEThursday, September 15, 2011

EDIT PROFILE > ADD GOALThursday, September 15, 2011

CAMPAIGN TRACKING Using Google’s campaign tags you can better differentiate your incoming trafﬁc to understand and gather data about your visitors. Washingtonian: Print Ad : May 2011 Washingtonian: Online Ad : June 2011 Home Newsletter: Email Blast: August 2011Thursday, September 15, 2011

CAMPAIGN SETUP Using Google’s URL Builder, you can customize the links you use in your internal communications and the links you give to your outside vendors. http://www.google.com/support/analytics/bin/answer.py?answer=55578Thursday, September 15, 2011

CAMPAIGN SETUP Results link that is used to track speciﬁc trafﬁc to your site. http://www.google.com/? utm_source=AHCMC&utm_medium=EMAIL&utm_campaign=NEWSThursday, September 15, 2011

TRAFFIC SOURCES > CAMPAIGNSThursday, September 15, 2011

CUSTOM REPORTS Create reports that make sense to you, and have them sent to you automatically. Enjoy stats over your morning coffee...Thursday, September 15, 2011

CUSTOM REPORTS > CREATEThursday, September 15, 2011

CUSTOM REPORTS > CAMPAIGNSThursday, September 15, 2011

EMAIL REPORTThursday, September 15, 2011

INTELLIGENCE Create Alerts and let Google email you when something signiﬁcant is happening to your site.Thursday, September 15, 2011

INTELLIGENCEThursday, September 15, 2011

IN REVIEW • Understand the basic terminology • Seven key metrics to evaluate your site • Use goals and funnels to value your trafﬁc • Campaign tracking to segment trafﬁc • Create custom reports and send them via email • Use Google Intelligence to keep us informedThursday, September 15, 2011

THANK YOU If you have further questions, please feel free to contact me for more information. Tobin Lehman, Owner Tobin Lehman: Design + Interactive Contact@tobinlehman.com 240. 575.5887Thursday, September 15, 2011

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Getting More Out of Analytics presented by Tobin Lehman

by Arts and Humanities Council of Montgomery County on Sep 15, 2011

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Getting More Out of Analytics presented by Tobin Lehman — Presentation Transcript