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Google Analytics Google Analytics Presentation Transcript

  • GOOGLE ANALYTICS: AN INTRODUCTIONMichelle BeldenAccess Archivist, Penn State Special CollectionsPALA 2012
  • WHY GOOGLE ANALY TICS? Free Sufficient for most libraries Easy to implement Fairly easy to understand
  • CONSIDERATIONS Data that won’t go through: Users who disable Javascript, block cookies No reporting is 100% accurate. Focus on trends. Privacy:  Data is anonymous  No Personally Identifiable Data  Not shared with 3 rd parties
  • GETTING STARTED Sign up for a Google account http://www.google.com/analytics / to get tracking code Insert code into web pages  Bottom of head section of HTML  For large sites, put in template
  • DASHBOARD
  • WHAT DOES IT MEASURE?Visitor characteristics Traffic Content effectiveness
  • A FEW TERMS TO KNOW Visitors – randomly assigned ID and timestamp  New and returning Visits/sessions Page Views  Unique page views Bounce Rate
  • VISITORS 1: OVERVIEW
  • VISITORS 2: MOBILE DEVICES
  • TRAFFIC 1: OVERVIEW
  • TRAFFIC 2: KEYWORDS
  • CONTENT 1: OVERVIEW
  • CONTENT 2: IN PAGE ANALY TICS
  • SO WHAT DO YOU WANT TO KNOW? Especially when you’re just getting started, you might be interested in general questions:  Where your visitors are coming from  What browser/resolution they are using  Most popular content  Pages with highest bounce rate As you go along, more specific questions might arise, like:  Is this digital project getting enough use to justify further work?
  • VISITORS 3: SERVICE PROVIDERS
  • VISITORS 4: MAP OVERLAY
  • MORE ADVANCED USE What are the goals of your site? How will you measure those goals?  Example: we want our users to find our “finding aids”  “Conversion”: hit on page whose URL begins with: http://www.libraries.psu.edu/dam/psul/up/digital/findingaids /  You can even assign monetary values to these “conversions” Can also look at time on site, pages per visit (Is the content sticky? Or is it just hard to find things? Maybe it’s time for some user studies -)
  • FUNNELS• Series of URLs you think users will/should follow• Find out where you’re losing them• You can also find paths you didn’t foresee
  • LEARN MORE! http://www.google.com/support/conversionuniversity/