Understanding Web Analytics
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Understanding Web Analytics

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This presentation is all about

1) What is Web Analytics?
2) Why Web Analytics?
3) Evolution of Web Analytics?
4) How to get most from Web Analytics(

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  • Web analytics is the process of analyzing the behavior of visitors to a Web site. The use of Web analytics is said to enable a business to attract more visitors, retain or attract new customers for goods or services, or to increase the dollar volume each customer spends <br />
  • http://blog.clicktale.com/2010/11/17/a-brief-history-of-web-analytics/ <br />
  • http://www.markcregan.com/why-use-web-analytics/ <br />
  • http://en.wikipedia.org/wiki/Google_Analytics <br />
  • http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/ <br />
  • https://developers.google.com/analytics/devguides/platform/ <br />
  • https://www.youtube.com/watch?v=eyltEFyZ678#t=305 <br />

Understanding Web Analytics Understanding Web Analytics Presentation Transcript

  • Understanding Web
  • About Me Google Analytics Individual Qualified (GAIQ) Experience in Digital Marketing / Web Analytics / SEO / SEM
  • Outline  What is Web Analytics?  Evolution of Web Analytics Tools  Why Web Analytics?  Definitions of Analytics Terms  History of Google Analytics  Glimpse of Google Analytics Features
  • What is Web Analytics? Measurement Reporting Collection Analysis
  • Watch Video - http://www.youtube.com/watch?v=xBEIydFH1qk
  • Evolution of Web Analytics
  • Source - http://blog.clicktale.com/2010/11/17/a-brief-history-of-web-analytics/ 7
  • Why Web Analytics?
  • A Tree In A Forest  If a tree falls in a forest …  And no one is there to hear it …  Does it make a sound?
  • Diamonds in the Rough
  • Today’s Problems
  • Worried about ROI?
  • The Need for Web Analytics  If you have a lot of activities dedicated to sending traffic to your site …  But you can’t accurately measure the results of those activities just go to waste? …
  • Web Analytics Terms
  • Visit A visit (or session) is a period of interaction between a browser and website. Closing the browser or staying inactive for 30 minutes ends the session.
  • Visitor (or Absolute Unique Visitor) A visitor is uniquely identified by a Google Analytics visitor cookie
  • Pageview A pageview is counted every time a page on your website loads
  • Pageviews, Visits & Visitors
  • New vs Returning New Visitors have visited for the first time Repeat Visitors have previously visited the site
  • Bounce Rate A bounce occurs when a visitor only views one page The bounce rate is the percentage of visitors who left after viewing just one page.
  • Time on Site
  • Goal or Conversion Actions you want users to take on the site  Sign Up  Download  Register  Click out  Spend time of XXX mins  Visit YYY pages/visit What on the site, makes you money? 22
  • Funnels  The Path users take to your goal.  What steps are necessary?  What are optional? 23
  • History of Google Analytics Urchin acquired by Google in 2005 Mobile App Analytics Universal Analytics
  • Glimpse of GA Interface
  • How to get most from Web (Google) Analytics?
  • Steps for success
  • Measure
  • Analytics Data Google Analytics has 4 main component. Data Collection Data Configuration Data Processing Reporting
  • Gain Insights That Matter Google Analytics not only lets you measure sales and conversions, but also gives you fresh insights into how visitors use your site, how they arrived on your site, and how you can keep them coming back.
  • Do visitor access website via Mobile? Marketer’s mind How can I use Web Analytics to make better decisions? Who is coming to my web site?
  • Website Content Analysis Traffic Sources
  • Tracking Mobile Apps  Device Reporting  Location Reporting  App Performance  Tracking Android Apps https://developers.google.com/analytics/devguides/collection/android/  Tracking ios Apps https://developers.google.com/analytics/devguides/collection/ios/
  • Increase your sales        Visitor Behavior Site Search Ecommerce Reporting Multi Channel Funnels Visitor Paths Attribution Modeling Content Experiments
  • Gain insights for Blog       Social + Engagement Social + Sharing Social + Conversions Event Tracking / Goals Adsense Popular Content / Traffic Sources
  • Optimize Paid Advertising Search Marketing Display & Remarketing Mobile Campaign Multi-Channel Campaign Analysis Time of the Day Day of the Week
  • Goals / Funnels / Dashboards / Profiles
  • Setting up Goals / Funnels
  • What is a Goal? In Google Analytics, a goal represents a website objective, such as:  A page viewed by the visitor once they have completed a desired action  A specified amount of time spent by the visitor on the website  A specified number of pages viewed by the visitor on the website
  • Examples of Goals
  • Possible Goals       Ecommerce Sales Software Download Account Signup Contact Form White Paper Downloads Flash Events (Audio/Video plays)
  • Funnels – Why Define Them?  A series of pages through which a visitor must pass before reaching the goal  A funnel allows you to: Examine where visitors enter and exit the conversion process Eliminate bottlenecks in your process Identify which site paths lead to most goal completions Use your findings to test changes on the site
  • Track Macro Conversions
  • Track Micro Conversions
  • What Conversions Do Your Sites Have? Macro Conversions  Purchase  Booking  Signup  Download  Membership  Download Micro Conversions  Share  Print  Social Network Link  Comment  View Video  Email Link
  • Profiles https://developers.google.com/analytics/resources/concepts/gaConceptsAccou nts
  • Pro Tips for Profiles  Always have a Raw Data Profile (untouched, unfiltered)  If for:  Different Business Divisions (maybe)  Different Geographical Sections (maybe)  Different AdWords Accounts
  • Demo (how to setup account)
  • GA Account Setup for Blogger Watch Video for Information - http://www.youtube.com/watch?v=ndY8425RWo8
  • GA Account Setup for WordPress blog Watch Video - http://www.youtube.com/watch?v=gG7CNQ2YRFs
  • Resources for GA
  • Setup Check list – http://www.google.co.in/analytics/learn/setupchecklist.html 50+ Resources for GA - http://blog.kissmetrics.com/50-resources-for-gettingthe-most-out-of-google-analytics/ Resource for Customizing GA code - http://www.gaconfig.com Digital Analytics Fundamentals Course by Google https://analyticsacademy.withgoogle.com/course Google Analytics IQ Lessons http://www.google.com/intl/en/analytics/iq.html? Google Help Center http://support.google.com/googleanalytics/ Download Web Analytics an Hour a Day Ebook by Avinash Kaushik http://bit.ly/1hWXmEd Blogs to Read – http://www.seotakeaways.com/ http://www.kaushik.net/avinash/
  • Thanks!!! Connect with Me Fb.me/dipali.thakkar @dipalit Thakkar.dipali@gmail.com Google.com/+DipaliThakkar/ http://www.linkedin.com/in/dipalit