Web Analytics AcademyDevine Howest
Agenda1. Google Analytics snapshot2. How to set it up3. Visitors4. Traffic sources5. Content6. Filters7. Goals & Funnels8....
Online en offline software                        Software ontwikkelingdevelopment op maat.                              ....
1   What is Google Analytics and    why do you need it?    Google Analytics snapshot
Google Analytics: history     2004               2005                  2007-2010-20..  Urchin         Google takes over Ur...
Google Analytics: a marketing tool                        Acquisition                        Online                       ...
Google Analytics: How does it work?                Javascript code & cookies                +                         -   ...
Google Analytics: Pros & cons               +                       -      • Statistically         • Data ownership       ...
Google Analytics: What do you do with it?                                         Source: www.kaushik.net                 ...
Source: www.all-funny.info
Google Analytics: A means to an endWhere and why do visitors     Where do my visitorsabandon my shopping cart?     come fr...
2   Getting started    How to set it up
Google Analytics setup1. Create a Google Account2. Create a Google Analytics account   on http://www.google.com/analytics ...
Account        website profiel                 w. profiel             ua-xxxxx-01                ua-xxxxx-02duplicate prof...
Account      website          blogAdWords         /nl/
Google Analytics setup: tips1. When setting up tracking for a new website, create a new   Google Analytics account, not a ...
Account accessAccount access levelsStandard accessAdministrator access
3   Navigating Google Analytics    Visitors reports
VisitorsVisitor             Visit                 Page viewIndividual person   Visit or session of   Loading of awho visit...
24 November 13.37   25 November 12u34
1 visitor  visit 1                   visit 23 pageviews               2 pageviews
Average time on siteTime on siteDifference between first and last page viewCorrelation with pages per visit
Bounce rateBounce rateThe percentage of visitors who leave the websiteimmediately from the landing page
20%   30%   ≥ 40%
Length of visit
Analysing visitors from all traffic sources                                     Source: www.kaushik.net
Map overlay
Browser capabilitiesBrowserScreen coloursScreen resolutionsFlash versionsJava supportIn-page Analytics
MobileNot enough? Try a specialised Mobile Analytics tool like: www.percentmobile.com http://analytics.admob.com ...
4   Navigating Google Analytics    Traffic sources reports
Traffic sources: referral trafficReferral trafficVisitors referred from other sitesOr untagged pages & untagged campaigns
Traffic sources: direct trafficDirect trafficVisitors who typed in the url in their browsersOr who bookmarked your site
Traffic sources: search enginesSearch enginesVisitors from search enginesPaid and unpaid
Traffic sources: mix it up                             Source: www.kaushik.net
Keywords           Source: www.kaushik.net
Keywords: the long tail
5   Navigating Google Analytics    Content
Contenttop         by            contentcontent     title         drilldownurl based   title based   directory based
Content: top landing pagesCheck bounce rates!                             Source: www.kaushik.net
Content: in-page Analytics
Content: site searchSite searchDiscover what your visitors are looking forApply it in the profile settings
6   Managing your data    Filters
Filters
Standard filters3 standard filtersExclude all clicks from a domainExclude all clicks from an IP addressInclude only traffi...
Custom filtersCustom filters with endless possibilitiesInclude & exclude filtersSearch & replaceAdvanced
Filters: tips• ALWAYS create one unfiltered profile• Filters work in the order they were created, so be carefullwith profi...
7   Turning visitors into customers    Goals & funnels
Make people take action Make a purchase Download price list Subscribe to the newsletter Visit a key page Download a trial ...
Improve website succes                         Design                 Function                                  Source: ww...
GoalsSet your goals in profile settings
Goals        Source: www.kaushik.net
GoalsCompare revenue per traffic source or campaign                                             Source: www.kaushik.net
Event trackingDownload of a PDF or fileInteraction with Flash or videosE-mail on-clicksFor further reference:http://code.g...
Conversion             OR
Analyse funnels & eliminate bottleclecks
Setting goalsSet your funnel up inprofile settings
Google Website Optimizer                           www.google.com/websiteoptimizer                                        ...
8   Monetising Google Analytics    E-commerce
E-commerceIn profile settingsPaste code in the thank-you-for-ordering-page
<script type="text/javascript">var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www.");...
Index valueFind out which content is making you money                                             Source: www.kaushik.net
9   Using Google Analytics every day    Setting your dashboard
Standard dashboard
Customise the standard report
Time settings
Annotations
Segmentation
Exporting & e-mailing reports
Analytics and Flashhttp://code.google.com/p/gaforflash/
10   Key take aways     Literature
10 Key take-aways1.  Check the website. Make notes on your customer experience    and bottlenecks.2. Check the traffic sou...
Some light readingWeb Analytics 2.0 (Avinash Kaushik)Web Analytics an hour a day (Avinash Kaushik)
Questions?          Evelien De MeyReach us on         evelien@twototango.bewww.twototango.be                       www.twi...
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Web analytics masterclass Howest

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Transcript of "Web analytics masterclass Howest"

  1. 1. Web Analytics AcademyDevine Howest
  2. 2. Agenda1. Google Analytics snapshot2. How to set it up3. Visitors4. Traffic sources5. Content6. Filters7. Goals & Funnels8. E-commerce9. Setting your dashboard10. Key take-aways
  3. 3. Online en offline software Software ontwikkelingdevelopment op maat. .Net consultancy WebapplicatiesVoor grote en kleineondernemingen. Two to Tango http://www.twototango.be Letterkundestraat 69 Evelien De Mey evelien@twototango.be 2610 Wilrijk
  4. 4. 1 What is Google Analytics and why do you need it? Google Analytics snapshot
  5. 5. Google Analytics: history 2004 2005 2007-2010-20.. Urchin Google takes over Urchin Enterprise features Paid Free platform Expanding possibilities
  6. 6. Google Analytics: a marketing tool Acquisition Online marketing Retention Conversion
  7. 7. Google Analytics: How does it work? Javascript code & cookies + - • Business intelligence • No tracking code, no rather than data technical server • Javascript disabled? data No tracking • Cookies deleted? No tracking • A browser is not a person
  8. 8. Google Analytics: Pros & cons + - • Statistically • Data ownership relevant but no • Privacy absolutes • No training or • Easy to use support • Free • No data history • Enterprise features • Flash issues • Sufficient for 95% of all websites
  9. 9. Google Analytics: What do you do with it? Source: www.kaushik.net Source: www.kaushik.net
  10. 10. Source: www.all-funny.info
  11. 11. Google Analytics: A means to an endWhere and why do visitors Where do my visitorsabandon my shopping cart? come from? Is my website’s design What do people do scaring people away? on my site?Which marketing initiatives On which keywords doare the most effective? visitors find my site?
  12. 12. 2 Getting started How to set it up
  13. 13. Google Analytics setup1. Create a Google Account2. Create a Google Analytics account on http://www.google.com/analytics according to the requirements on http://www.google.com/support/analytics
  14. 14. Account website profiel w. profiel ua-xxxxx-01 ua-xxxxx-02duplicate profile duplicate profile
  15. 15. Account website blogAdWords /nl/
  16. 16. Google Analytics setup: tips1. When setting up tracking for a new website, create a new Google Analytics account, not a new profile.2. Paste the code snippet at the bottom of every page, (not necessary with asynchronous code).3. Is every page tagged? Check it on www.sitescanga.com
  17. 17. Account accessAccount access levelsStandard accessAdministrator access
  18. 18. 3 Navigating Google Analytics Visitors reports
  19. 19. VisitorsVisitor Visit Page viewIndividual person Visit or session of Loading of awho visited the a visitor pagewebsiteNumber of utma Runs out after 30 Every request tocookies minutes or when trackPageview browser is closed
  20. 20. 24 November 13.37 25 November 12u34
  21. 21. 1 visitor visit 1 visit 23 pageviews 2 pageviews
  22. 22. Average time on siteTime on siteDifference between first and last page viewCorrelation with pages per visit
  23. 23. Bounce rateBounce rateThe percentage of visitors who leave the websiteimmediately from the landing page
  24. 24. 20% 30% ≥ 40%
  25. 25. Length of visit
  26. 26. Analysing visitors from all traffic sources Source: www.kaushik.net
  27. 27. Map overlay
  28. 28. Browser capabilitiesBrowserScreen coloursScreen resolutionsFlash versionsJava supportIn-page Analytics
  29. 29. MobileNot enough? Try a specialised Mobile Analytics tool like: www.percentmobile.com http://analytics.admob.com ...
  30. 30. 4 Navigating Google Analytics Traffic sources reports
  31. 31. Traffic sources: referral trafficReferral trafficVisitors referred from other sitesOr untagged pages & untagged campaigns
  32. 32. Traffic sources: direct trafficDirect trafficVisitors who typed in the url in their browsersOr who bookmarked your site
  33. 33. Traffic sources: search enginesSearch enginesVisitors from search enginesPaid and unpaid
  34. 34. Traffic sources: mix it up Source: www.kaushik.net
  35. 35. Keywords Source: www.kaushik.net
  36. 36. Keywords: the long tail
  37. 37. 5 Navigating Google Analytics Content
  38. 38. Contenttop by contentcontent title drilldownurl based title based directory based
  39. 39. Content: top landing pagesCheck bounce rates! Source: www.kaushik.net
  40. 40. Content: in-page Analytics
  41. 41. Content: site searchSite searchDiscover what your visitors are looking forApply it in the profile settings
  42. 42. 6 Managing your data Filters
  43. 43. Filters
  44. 44. Standard filters3 standard filtersExclude all clicks from a domainExclude all clicks from an IP addressInclude only traffic from a specific subdirectory
  45. 45. Custom filtersCustom filters with endless possibilitiesInclude & exclude filtersSearch & replaceAdvanced
  46. 46. Filters: tips• ALWAYS create one unfiltered profile• Filters work in the order they were created, so be carefullwith profiles with several filters• Save time by applying existing filters to other profiles• Filters are not retroactive
  47. 47. 7 Turning visitors into customers Goals & funnels
  48. 48. Make people take action Make a purchase Download price list Subscribe to the newsletter Visit a key page Download a trial Fill out the contact form Time on site Pages per visit ...
  49. 49. Improve website succes Design Function Source: www.websitedokter.com
  50. 50. GoalsSet your goals in profile settings
  51. 51. Goals Source: www.kaushik.net
  52. 52. GoalsCompare revenue per traffic source or campaign Source: www.kaushik.net
  53. 53. Event trackingDownload of a PDF or fileInteraction with Flash or videosE-mail on-clicksFor further reference:http://code.google.com/apis/analytics/docs/tracking/eventTrackerGuide.html
  54. 54. Conversion OR
  55. 55. Analyse funnels & eliminate bottleclecks
  56. 56. Setting goalsSet your funnel up inprofile settings
  57. 57. Google Website Optimizer www.google.com/websiteoptimizer Source: www.kaushik.net
  58. 58. 8 Monetising Google Analytics E-commerce
  59. 59. E-commerceIn profile settingsPaste code in the thank-you-for-ordering-page
  60. 60. <script type="text/javascript">var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www.");document.write(unescape("%3Cscript src=" + gaJsHost + "google-analytics.com/ga.jstype=text/javascript%3E%3C/script%3E"));</script><script type="text/javascript">try {var pageTracker = _gat._getTracker("UA-xxxxxx-x");pageTracker._trackPageview();pageTracker._addTrans( "1234", // Bestellingnummer “website", // Affiliatie “15.00", // Totaal "1.50", // Belasting “3.50", // Verzendingskosten "San Jose", // Stad "California", // Staat "USA" // Land);pageTracker._addItem( "1234", //Bestellingnummer “14ml33t", // Productnummer “X-Factor“, // Productnaam “Herenschoenen", // Categorie "10.00", // Prijs "1" // Hoeveelheid);pageTracker._trackTrans();} catch(err) {} </script>
  61. 61. Index valueFind out which content is making you money Source: www.kaushik.net
  62. 62. 9 Using Google Analytics every day Setting your dashboard
  63. 63. Standard dashboard
  64. 64. Customise the standard report
  65. 65. Time settings
  66. 66. Annotations
  67. 67. Segmentation
  68. 68. Exporting & e-mailing reports
  69. 69. Analytics and Flashhttp://code.google.com/p/gaforflash/
  70. 70. 10 Key take aways Literature
  71. 71. 10 Key take-aways1. Check the website. Make notes on your customer experience and bottlenecks.2. Check the traffic sources to find out which marketing initiatives are making you money3. Check the visitors loyalty & recency to assess how long visitors orbit your website.4. Check the Top landing pages report and In-Page Analytics to find out where visitors go wrong.5. Check the keywords.6. Check bounce rates of important pages.7. Check goals & funnels in relation to traffic sources8. Set KPIs per website and put that data into your dashboard.9. Filter out your own IP-address.10. Keep 1 profile with raw data.
  72. 72. Some light readingWeb Analytics 2.0 (Avinash Kaushik)Web Analytics an hour a day (Avinash Kaushik)
  73. 73. Questions? Evelien De MeyReach us on evelien@twototango.bewww.twototango.be www.twitter.com/evillien evillien be.linkedin.com/in/eveliendemey eveliendemey

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