A University Web Team's Approach to Google Analytics

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Google Analytics:
A University Web Team’s Approach

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  • 1. Analytics A University Web Team’s Approach Chris Traganos | ABCD-WWW 1
  • 2. Google Analytics • Google Analytics is an enterprise grade web service that provides detailed and accurate reporting on website metrics. • Unique marketing based approach to analyzing web traffic. • Free for use with a Google Account • Multiple sites can be analyzed, along with multiple users per site (administrators & view only reports are options). 2
  • 3. • University Operations Services (UOS) is a service organization within Harvard. • Provides many essential services used by the Harvard community on a daily basis. • Website has monthly traffic of 20k unique visitors averaging 100k pageviews. • Previous metrics software was WebTrends 3
  • 4. Pilot • The vast majority of our users visit www.uos.harvard.edu because they need specific services and information. • By reviewing the metric using Analytics, we can better serve the user while they travel throughout our website. 4
  • 5. Capture Process • The Google Analytics Tracking Code (GATC) is a Javascript snippet that is on every page within the site. It collects anonymous visitor data and sends it back to Google for processing. Results are within 3-4 hours of real time. • The load time is extremely short since the ga.js (18kb) is cached from any site using ga.js Analytics. The individual site data is stored in your Google account only. 5
  • 6. Insert Tracking Code Insert the following code into repeating HTML template (i.e. Footer) 6
  • 7. Motion Charts Map Overlay Traffic Sources Custom Reporting Visitors Advanced Segments Scheduled Reports Features 7
  • 8. The Interface 8
  • 9. Visitors 9
  • 10. Map Overlay City, Country, Region, and Continent level detail. Exporting Options: PDF, XML, CSV, TSV 10
  • 11. Traffic Sources Direct traffic, referring sites, search engines, all sources, keywords 11
  • 12. The User’s Path to Content Quick Links & 404 Query strings 12
  • 13. Query Strings /fmo/recycling/newsletter/08/november.shtml?s=fmo&d=1108 13
  • 14. Benchmarking Compare site with industry wide metrics. 14
  • 15. Custom Reporting BETA • Create your own reports based on the dimension - metric combinations inside your website. 15
  • 16. Advanced Segments BETA 16
  • 17. Motion Charts BETA 5 Dimensions to control: • X-Axis • Y-Axis • Color of bubble • Size of bubble • Motion over time 17
  • 18. Scheduled Reports 18
  • 19. Limitations • Ad Filters such as NoScript and AdBlock can block the GATC from collecting data. • Browsers that cannot render JavaScript will have similar blocking issues. • Such gaps in data collection are considered acceptable since the aggregate metric data is accurate. (3.05% in the US) 19
  • 20. Questions? christopher_traganos@harvard.edu Discussion for group: • Use Google Analytics or other web metrics software at the University? 20