Getting More Out of Analytics presented by Tobin Lehman

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Getting More Out of Analytics presented by Tobin Lehman

  1. 1. GETTING MORE OUT OF ANALYTICS Tobin Lehman, contact@tobinlehman.comThursday, September 15, 2011
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. UNDERSTANDING THE DATA Top Level Categories • Dashboard • Intelligence • Visitors • TrafficSources • Content • GoalsThursday, September 15, 2011
  7. 7. 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
  8. 8. VISITORSThursday, September 15, 2011
  9. 9. VISITORS > BROWSERS > OPERATING SYSTEMSThursday, September 15, 2011
  10. 10. TRAFFIC SOURCESThursday, September 15, 2011
  11. 11. TRAFFIC SOURCES > ALL SOURCESThursday, September 15, 2011
  12. 12. TRAFFIC SOURCES > REFERRING SITESThursday, September 15, 2011
  13. 13. TRAFFIC SOURCES > KEYWORDSThursday, September 15, 2011
  14. 14. CONTENTThursday, September 15, 2011
  15. 15. CONTENT > TOP CONTENTThursday, September 15, 2011
  16. 16. CONTENT > TOP CONTENT BY TITLEThursday, September 15, 2011
  17. 17. CONTENT > EXIT AND BOUNCEThursday, September 15, 2011
  18. 18. GOALSThursday, September 15, 2011
  19. 19. ADVANCED CONFIGURATIONS • Goals and Funnels • Campaign Tracking • Custom Reports • Google IntelligenceThursday, September 15, 2011
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. GOAL DETAILThursday, September 15, 2011
  28. 28. 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
  29. 29. EDIT PROFILEThursday, September 15, 2011
  30. 30. EDIT PROFILE > ADD GOALThursday, September 15, 2011
  31. 31. 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
  32. 32. 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
  33. 33. 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
  34. 34. 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
  35. 35. 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
  36. 36. 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
  37. 37. 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
  38. 38. 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
  39. 39. TRAFFIC SOURCES > CAMPAIGNSThursday, September 15, 2011
  40. 40. 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
  41. 41. CUSTOM REPORTS > CREATEThursday, September 15, 2011
  42. 42. CUSTOM REPORTS > CREATEThursday, September 15, 2011
  43. 43. CUSTOM REPORTS > CAMPAIGNSThursday, September 15, 2011
  44. 44. CUSTOM REPORTS > CAMPAIGNSThursday, September 15, 2011
  45. 45. EMAIL REPORTThursday, September 15, 2011
  46. 46. EMAIL REPORTThursday, September 15, 2011
  47. 47. INTELLIGENCE Create Alerts and let Google email you when something significant is happening to your site.Thursday, September 15, 2011
  48. 48. INTELLIGENCEThursday, September 15, 2011
  49. 49. INTELLIGENCEThursday, September 15, 2011
  50. 50. INTELLIGENCEThursday, September 15, 2011
  51. 51. INTELLIGENCEThursday, September 15, 2011
  52. 52. 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
  53. 53. 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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