Your SlideShare is downloading. ×

Google Analytics for blogville 2013

457

Published on

Marty Martin of Adapt Partners (a digital strategy & search optimization agency) presented to the 2013 blogville conference in Charlottesville, VA on introductory Google Analytics (and the Mantis …

Marty Martin of Adapt Partners (a digital strategy & search optimization agency) presented to the 2013 blogville conference in Charlottesville, VA on introductory Google Analytics (and the Mantis Shrimp).

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
457
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Google Analytics isn't the only option out there for recording statistics about your website visitors but there are a number of reasons that make it pretty popular.
  • Free is always nice.  GA is extremely versatile with many pretty awesome features and the ability to add your own data now makes it very appealing.  It's also really easy to set up and use for the non-web developer and updated fairly often.
  • Let's get down to brass tacks and talk about some of the things you can learn in Google Analytics.  We'll start with the basics and end with some more advanced use cases.
  • When you first login you are typically shown a graph of visit data and a variety of metrics as you can see here.  But what do these mean?
  • So what does all of that mean exactly?
  • Unique visitors, or unique individuals as understood by Google, visit your site.  If a unique individual comes to your site multiple times in the time period, they are measure as one unique visitor but multiple "visits".  As they visit your site, they view multiple pages spawning "Pageviews" and spend a measurable amount of time on the site.  The "Average Visit Duration" is the average time spent by all visitors during the time period and indicative of a visitor's level of engagement with your site .
  • "Pages/Visit" is a measure of the average number of pages viewed during a visit.  This is also indicative of how engaged a visitor is with your website's content.
  • "Bounce Rate" is a measurement of the number of 'bounces' created by your visitors.  A 'bounce' is created when a visitor visits a page on your site and leaves without viewing any other pages.
  • And finally from this panel, "% New Visits " is a measurement how many visitors during this time span hadn't been seen in the previous 2 years (unless the cookie has been changed).
  • So that data was pretty cool, but what other interesting and useful data can you easily glean from Google Analytics?
  • As a search optimization analyst, one of the metrics we regularly report to our clients is the number of unique pages on their site generating visits to their site. In this graph, we see the website has had over 42,000 pages receive at least one visitor in the past 30 days.
  • Being able to compare your data during one period to a past period is really useful in determining if your site is improving, diagnosing problems, etc.
  • Overviews in various areas around GA give you a good feel for how your data is divided up.  In this Traffic Sources view you see a pie chart showing how the total site traffic is divided between various external sources.  Search Traffic refers to both organic and paid visitors.  Referral Traffic are folks who have clicked over from a link on another website like a blog or news article.  Direct Traffic are visitors who are probably familiar with you and typed your domain name in directly.  These can also be from sources like email.  And the final group "Campaigns" you wouldn't see normally unless you had set up some sort of campaign yourself.
  • This report shows the sources of organic traffic and their total visits for this time period.  So you can see Google generated 31K visits with the others falling off dramatically with Bing and Yahoo rounding out the top 3.
  • For this client you can see how mobile & tablet traffic is combined almost 32% of their overall site traffic.  This kind of data is really useful if you're trying to decide whether to have a mobile or responsive design implemented. Another useful way to look at this data is to add "All Visits" and switch to the e-commerce view. (move to next slide)
  • NOW you can see there are some real issues here.  For example, although non-PC traffic is around 30% of the site's traffic, it accounts for less than 20% of the total revenue ( a 10% discrepancy).  Additionally many of the other e-commerce metrics are lower for mobile than regular desktop users. We would say this site needs to consider building a responsive or mobile template for those visitors to enhance their experience and increase conversion rates.  For this client a 10% increase in revenue by fixing the mobile issue could result in an additional $1M a year of unrealized revenue.
  • Curious as to whether your social media campaigns are paying off?  For this client they had $1.27M dollars in sales during this period but only $450 of it could be contributed to social media.  The takeaway: either this client doesn't do much in social media or social media isn't doing much for them.  
  • Thinking about developing a mobile app to go along with your website.  With Google Analytics you can see what mobile operating systems your site visitors are using to prioritize the platform to develop for.  In this instance, the vast majority of visitors fall into the Apple variety (iOS, iPad, iPhone, iPod, etc.)
  • Although Apple is winning the mobile wars (at least forthis client), Windows still dominates the vast majority of site visitors.
  • The real time analysis is useful for monitoring active campaigns like an email campaign or social campaign and observing how those people are interacting with your site.  Also if you're just curious, it is fun to watch sometimes.
  • So hopefully everything you've seen so far has piqued your interest or at the very least seemed pretty cool; now I'm going to tell you a little about the powerful data available for tracking visitors.
  • Ever wondered how far your website reach extends?  Wonder no more.  Whether your target audience is national (or international) or hyper-local, Google has that data for you. Bottom left is Virginia by city, bottom right is Virginia by metro area.
  • Ever wondered how far your website reach extends?  Wonder no more.  Whether your target audience is national (or international) or hyper-local, Google has that data for you. Bottom left is Virginia by city, bottom right is Virginia by metro area.
  • Do most businesses have customer numbers that identify a customer?  Of course they do!  Does that number mean anything to a Google engineer auditing your analytics?  Of course it doesn't!  ;)
  • Do you ever login to a website with your Facebook account or other social media account?  Guess what you're sharing with that website.  Pretty much everything about you.
  • Can anyone identify this little critter you've seen throughout my slideshow?  Is John Carlin in the room ... he might know.  
  • If you haven't seen this most recent comic from Matthew Inman, aka "The Oatmeal", go read it later.  Okay you should read it now.
  • Transcript

    • 1. Marty Martin Managing Partner @mosquitohawkmarty@adaptpartners.com An Introduction & Review
    • 2. Marty Martin Why Google Analytics? Managing Partner @mosquitohawkmarty@adaptpartners.com
    • 3. Marty Martin Managing Partner Why Google Analytics? @mosquitohawkmarty@adaptpartners.com Its FREE! Also-- • It is extremely detailed • Its (relatively) easy to use • Its feature rich, updated regularly, and extendable
    • 4. Marty Martin Managing Partner @mosquitohawkmarty@adaptpartners.com Did someone say data?
    • 5. Marty Martin The Basics Managing Partner @mosquitohawkmarty@adaptpartners.com
    • 6. Marty Martin Managing Partner @mosquitohawkmarty@adaptpartners.com So what does all of that mean exactly?
    • 7. The Basics Marty Martin Managing Partner @mosquitohawkmarty@adaptpartners.com
    • 8. The Basics (cont.) Marty Martin Managing Partner @mosquitohawkmarty@adaptpartners.com
    • 9. The Basics (cont.) Marty Martin Managing Partner @mosquitohawkmarty@adaptpartners.com
    • 10. The Basics (cont.) Marty Martin Managing Partner @mosquitohawkmarty@adaptpartners.com
    • 11. Marty Martin Managing Partner @mosquitohawkmarty@adaptpartners.com More please?
    • 12. Landing Pages Marty Martin Content > Site Content > Landing Pages Managing Partner @mosquitohawkmarty@adaptpartners.com
    • 13. Compare Time Periods Marty Martin The comparison Managing Partner timelines can be opened by clicking @mosquitohawk on the date in themarty@adaptpartners.com top right of GA
    • 14. Compare Time Periods Traffic Sources > Overview Marty Martin Managing Partner @mosquitohawkmarty@adaptpartners.com
    • 15. Compare Time Periods Traffic Sources > Sources > Search > Organic > Source Marty Martin Managing Partner @mosquitohawkmarty@adaptpartners.com
    • 16. Advanced Segments From any data view, click "Advanced Segments" in upper left Marty Martin Managing Partner @mosquitohawkmarty@adaptpartners.com
    • 17. Advanced Segments From any data view, click "Advanced Segments" in upper left Marty Martin Managing Partner @mosquitohawkmarty@adaptpartners.com
    • 18. Social Data Traffic Sources > Social > Overview Marty Martin Managing Partner @mosquitohawkmarty@adaptpartners.com
    • 19. Mobile Data Audience > Mobile> Devices> Operating System Marty Martin Managing Partner @mosquitohawkmarty@adaptpartners.com
    • 20. Mac or PC? Audience > Technology> Browser & OS> Operating System Marty Martin Managing Partner @mosquitohawkmarty@adaptpartners.com
    • 21. Real Time Analysis Marty Martin Managing Partner @mosquitohawkmarty@adaptpartners.com
    • 22. Marty Martin Managing Partner @mosquitohawkmarty@adaptpartners.com Ready for a little paranoia?
    • 23. Where in the world? Audience > Demographics> Location Marty Martin Managing Partner @mosquitohawkmarty@adaptpartners.com
    • 24. Anonymity Begone! Marty Martin Managing Partner It is technically possible to record a @mosquitohawkmarty@adaptpartners.com logged in users identity into Google Analytics* and track their every move. * This is against their terms of service so you should expect no one does that right...?
    • 25. Anonymity Begone! Marty Martin Managing Partner It is technically possible to record a logged in users identity into Google Analytics* and track their every @mosquitohawk move.marty@adaptpartners.com Its also possible to cover your tracks when doing this sort of thing. I dont endorse it of course. * This is against their terms of service so you should expect no one does that right...?
    • 26. Social Logins, oAuth, etc. Marty Martin Do you ever login to a website with your Facebook or Managing Partner other social media account? @mosquitohawkmarty@adaptpartners.com Source: http://janrain.com/blog/a-definitive-guide-to-analytics-for-user-management/
    • 27. Marty Martin Managing Partner @mosquitohawkmarty@adaptpartners.com The End Questions or Kind Comments? :)
    • 28. Mantis Shrimp Marty Martin Managing Partner @mosquitohawkmarty@adaptpartners.com It is Genghis Khan bathed in sherbet ice cream. http://theoatmeal.com/comics/m antis_shrimp

    ×