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Using Data from
  Google Analytics
 Fahzy Abdul-Rahman (NMSU)
 … with major assistance from
       Andrew Zumwalt
2012 eXtension Annual Conference
         October 3, 2012
Goal
1. To share our Community of Practice’s (CoP’s)
   experience on how we have been using Google
   Analytics (GA)
  – As non-expert users
  – Not intended to go over Google Analytics for CoPs
     •   eXtension webinar by Amy Hays (July 2011) - slideshare
2. To share preliminary findings on items that tend
   to get more hits
  – Write eXtension publication with these factors in
    mind without sacrificing quality
Motivation
• What are getting the hits? Factors?
• What GA information tend to be highly useful?
  – Extension.org is non-profit organization
  – Many of the GA information pertain to
    information measurable in $ (e.g. sales, donation)
     • Conversion rate (more later)
     • AdWords
• Application to Personal Finance CoP
  – Different than Child Care example?
Google Analytics IQ (GAIQ) Lessons
                                     •   Fundamentals
                                     •   Account Administration
                                     •   Campaign Tracking and AdWords
First Steps                              Integration
• Introduction to Google Analytics   •   Analysis Focus - AdWords
• Installing the Google Analytics    •   Goals in Google Analytics
    Tracking Code
                                     •   Filters in Google Analytics
• Working with Report Data
                                     •   Regex and Google Analytics
                                     •   Cookies and Google Analytics
Interpreting Reports
                                     •   E-commerce Tracking
• Pageviews, Visits, and Visitors
                                     •   Domains and Subdomains
• Time Metrics
• Traffic Sources
                                     •   In-Depth Analysis
• Content Reports
                                     •   Advanced Segmentation
                                     •   Analytics Intelligence
                                     •   Internal Site Search
                                     •   Event Tracking and Virtual Pageviews
                                     •   Additional Customizations
Get the most out of your reports
Getting Started                                          •   Optimize keywords: Watch videos to learn how
• Install tracking code: Install your tracking code          to get the most value from your advertising
    and view reports within 24 hours.                        spend.
• Set up goals: Identify what key actions you want       •   Tag campaigns: Track conversions on banner ads,
    to track, conversion rates for ads, marketing            email marketing, and other marketing initiatives.
    initiatives, ecommerce or more. Set up goals to      •   Track Ecommerce: Link ecommerce performance
    measure your effectiveness.                              to keywords and marketing campaigns for details
• Working with Report Data: Explore your data                on ROI and more.
    and learn how to read basic reports.
                                                         Exploring Advanced Features
Interpreting Reports: Pageviews, Visits, and Visitors;   • Advanced Segmentation: Create and use
Time Metrics; Traffic Sources; Content Reports               custom segments to isolate and analyze specific
                                                             parts of your traffic.
Maximizing Online Advertising & Ecommerce                • Custom Reporting: Use the drag-and-drop
• Link to AdWords: Monitor your AdWords                      interface to create reports with the metrics and
   revenue, conversions, and ROI. Watch this                 dimensions you want.
   short video to learn how.                             • Flash Tracking: Simplified tracking for Adobe
• Link AdSense Got an AdSense account to                     Flash, Flex and AS3 content.
   monetize your site? Link your AdSense and             • Create customized email reports: Send regularly
   Google Analytics accounts to gain more insight            scheduled reports to stakeholders within your
   into your AdSense performance. Find out which             company.
   pages and referrers generate the most revenue,
   and optimize your site's performance using
   AdSense Reports.
How have we used GA results?
FSA CoP
• Financial Security for All (FSA) Community of Practice (CoP)
• Led by 10-15 Extension professionals
• Develop resources; provide peer-reviewed Frequently
  Asked Questions and Featured Resources; answer Ask the
  Expert questions; and created online learning lessons
   – Lessons: Bankruptcy Education and Investing for Farm Families
• Consumers a source of reliable and up-to-date financial and
  consumer information through a knowledge base of
  commonly asked questions that have science-based, peer
  reviewed answers.
How have we used GA results?
• Shared with NIFA
• Monthly CoP Meeting
  – Unusual activities
  – Top hits
  – Accessed Webinar recording
  – CoP annual report
E.g. #1                              Month         Pageviews
                      Jan 1, 2007 - Jan 31, 2007            0
                      Feb 1, 2007 - Feb 28, 2007            0
Content filtered by   Mar 1, 2007 - Mar 31, 2007
                      Apr 1, 2007 - Apr 30, 2007
                                                            8
                                                          365

“personal_finance”    May 1, 2007 - May 31, 2007
                      Jun 1, 2007 - Jun 30, 2007
                      Jul 1, 2007 - Jul 31, 2007
                                                        1,509
                                                          948
                                                        1,387
                      Aug 1, 2007 - Aug 31, 2007        1,331
                      Sep 1, 2007 - Sep 30, 2007          993
                      Oct 1, 2007 - Oct 31, 2007        1,286
                      Nov 1, 2007 - Nov 30, 2007        1,406
                      Dec 1, 2007 - Dec 31, 2007          916
                      Jan 1, 2008 - Jan 31, 2008        1,030
                      Feb 1, 2008 - Feb 29, 2008          788
                      Mar 1, 2008 - Mar 31, 2008          741
                      Apr 1, 2008 - Apr 30, 2008          616
                                                           …
                      Jan 1, 2009 - Jan 31, 2009          734
                      Feb 1, 2009 - Feb 28, 2009          767
                      Mar 1, 2009 - Mar 31, 2009          785
                      Apr 1, 2009 - Apr 30, 2009       30,348
                      May 1, 2009 - May 31, 2009       32,451
                      Jun 1, 2009 - Jun 30, 2009       32,060
                      Jul 1, 2009 - Jul 31, 2009       32,618
                      Aug 1, 2009 - Aug 31, 2009       30,837
Pre-April 2009
• From Ben MacNeill (eXtension engineering
  group)

That spike is directly related to when we started
collecting GA data by category. Around April 11 we
appended categories to the URL that Google
records so that we could then filter by category
within GA.

There's no way to get that information prior to April
2009.
E.g. #2


                Glossary Spike




      • 5,000 page views for January 31, 2012
Glossary Spike




• For that day, 1,353 Pageviews from
  "cloquet.k12.mn.us" (Unique's: 167)
E.g. #3


        AaE Question Escalation



• (August, 2012) “Received a deluge of AaE question
  escalation reports this past month. Not sure why.
  Unfortunately, some questions were about resources in
  a certain county in the U.S., some wanted financial
  assistance from us, some were very poorly worded, and
  some were just plain venting about the economy or the
  government. I answered them the best that I could and
  closed out some that we couldn't work with.”
AaE Question Escalation
• Not everything can
  be answered by GA
Where are the hits coming from?
eXtension - ALL




Historically

      FSA
eXtension stats: Applicable to FSA?
• National




                                Data from:
                                Quantcast
• Visitors Flow, September 2012
  FSA Visitor’s Tendency
• Browser & OS, September 2012
  FSA Visitor’s Tendency
04/2009-04/2009                          Keywords                                             09/2012
 1.                                                    1.
      lost birth certificate           7,931                (not provided)                1,357
                                               1.76%                                              18.93%
 2.                                                    2.
      what is fica on my paycheck      7,931                smart goals                     85
                                               1.76%                                              1.19%
 3.                                                    3.
      (not provided)                   5,500                what is fica tax                42
                                               1.22%                                              0.59%
 4.                                                    4.
      what is fica                     2,847                rmd rules                       39
                                               0.63%                                              0.54%
 5.                                                    5.
      fica tax                         2,463                investing for farm families     38
                                               0.55%                                              0.53%
 6.                                                 6. what is fica on my payche
      what is debt                     1,759                                                34
                                             0.39%     ck                                         0.47%
 7.                                                 7. what's fica on my payche
      fica exempt                      1,695                                                30
                                             0.38%     ck                                         0.42%
 8.                                                 8.
      self proving affidavit           1,695           lost birth certificate               27
                                             0.38%                                                0.38%
 9.                                                 9.
      self-proving affidavit           1,279           fica exemption                       25
                                             0.28%                                                0.35%
10.                                                10. important household doc
      replace lost birth certificate   1,216                                                25
                                             0.27%     uments                                     0.35%
04/2009-04/2009 Referral Traffic Source
                                    1.                                       09/2012
                                                  google.com               320
1.                                                                               12.46%
     google.com              7,643
                                     8.12%
                                             2.
                                                  genxfinance.com           69
2.                                                                               2.69%
     genxfinance.com         5,692
                                     6.05%
                                             3.
3.                                                intranet                  62
     extension.iastate.edu   2,718                                               2.41%
                                     2.89%
                                             4.
4.                                                fcs.tamu.edu              61
     njaes.rutgers.edu       2,111                                               2.38%
                                     2.24%
                                             5.
5.                                                njaes.rutgers.edu         58
     fcs.tamu.edu            2,015                                               2.26%
                                     2.14%
                                             6.
6.                                                csrees.usda.gov           55
     csrees.usda.gov         1,759                                               2.14%
                                     1.87%
7.                                           7.
     facebook.com            1,407                early-retirement.org      55
                                     1.49%                                       2.14%

8.                                           8.
     lifehacker.com          1,247                studentaid.rutgers.edu    55
                                     1.32%                                       2.14%

9.                                           9.
     about.extension.org     1,151                google.ca                 53
                                     1.22%                                       2.06%
10                                           10
   extension.unh.edu         1,151               4-h.org                    52
 .                                   1.22%     .                                 2.02%
The Hits
• Data from GA
• Many readily available from FSA CoP efforts (e.g.
  tagging)
• Scraping
  – Google Spreadsheet Doc (=insertHTML, =insert…)
     • Limitations: 50 per sheet, Excel VBA better but lack expertise
  – To obtain number of words and tagging for FAQs
  – Sample 150 out of 1,815 from FAQ list.
• Excel and SAS for data cleaning and analyses
GA Metrics are Not Perfect
• Sample
  – E.g. This report is based on 499,411 visits (6.28%)
• Hits = Reading = Comprehension = behavior
  change?
  – Print one and make copies
  – Hit a page and stayed on that page while
    attending other oncoming matters
• Cookies block
Overall Hits for “personal_finance”,
                  04/2009 – 04/2012
                                                                        Unique    Avg. Time

     • From top 25 “all time” pageviews:
 # Page Title
   Personal Finance – eXtension    49,211
                                                              Pageviews Pageviews on Page Entrances
                                                                           34,521 0:00:52     25,098
1 Investing for Your Future - eXtension Learning Lessons         25,735    20,387 0:01:33     18,669
2 How can I replace a lost birth certificate? – eXtension        17,936    16,759 0:04:51     16,727
   What is the FICA tax that is taken out of my paycheck? -
3 eXtension                                                      16,568    16,074 0:04:31     15,915
4 Organize Your Important Papers - eXtension                     16,297    13,655 0:02:36     12,366
   Financial Security: Managing Money in Tough Times –
5 eXtension                                                      13,782     8,132   0:00:58    5,283
6 Investing Unit 1: Building Blocks - eXtension                  11,809     8,785   0:01:55    3,071
7 Financial Security: Glossary - eXtension                       11,347     2,037   0:00:31      620
8 Teaching Children Coping Skills - eXtension                     9,899     9,262   0:02:20    8,833
9 Financial Security: Glossary - eXtension                        9,613     1,082   0:00:36      700
   Financial Security: Managing Money in Tough Times -
10 eXtension                                                      8,849     4,456   0:00:54    2,769
11 Investing for Your Future - eXtension                          8,674     6,684   0:01:45    6,207
12 Investing for Your Future - eXtension Learning Lessons         8,244     6,111   0:01:45    5,459
13 SMART Financial Goal-Setting - eXtension                       8,180     4,520   0:01:39    4,153
   Who is exempt from paying the FICA tax in the United
14 States? - eXtension                                            7,703     6,541 0:03:24      6,525
Unique    Avg. Time
# Page Title                                                      Pageviews Pageviews on Page Entrances

   What is the Required Minimum Distribution (RMD) rule for
   tax-deferred retirement plans such as IRAs and 401(k)s? –
15 eXtension                                                          7,177     6,780 0:03:46      6,525
   How long should you keep monthly utility bills such as gas,
   electricity, water, etc. for your home? I have heard a year,
   and that is what I am starting to do in a notebook with
   dividers for each month. Is there any point in keeping these
16 records any longer? - eXtension                                    6,939     6,780 0:02:51      6,700
   Financial Security: Managing Money in Tough Times -
   Overall Hits for
17 eXtension
   Organize Your Important Household Papers: Print this
                                                                      6,477     3,947 0:01:01      2,387

18 Lesson - eXtension                                                 6,095     4,854 0:03:32      4,106
 “personal_finance”
   Even Frost-Free Outdoor Faucets Can Freeze, Break -
19 eXtension News                                                     6,032     5,729 0:03:14      5,729
20 Investing for Your Future - eXtension Learning Lessons             5,968     4,981 0:01:35      4,663
   Financial Security: Managing Money in Tough Times -
21 eXtension                                                          5,872     3,055 0:01:05      1,782
22 Financial Security: Retirement Planning - eXtension                5,729     3,644 0:01:37        668
   What's the best peer-to-peer music download software? -
23 eXtension                                                          5,618     5,490 0:02:07      5,490
   How long should you keep Explanation of Benefit
   statements from insurance companies, including Medicare?
24 - eXtension                                                        5,268     5,029 0:03:19      4,965
25 What is a self-proving affidavit? - eXtension                      5,061     4,774 0:02:50      4,726
Overall Flow
• From top 25 all time pageviews:
   – 17 are pages
      • Pages could be curriculum, articles, monthly
        messages, glossary
      • Average time = 1:41 min
      • Tend to be simple. E.g. introduction pages
   – 8 are FAQs
      • Average time = 3:27 min
      • Higher complexity: Longer, comprehending questions and
        answers
• “How can I replace a lost birth certificate?” Is #2
Results by Page Categories
• Articles
• Glossary Terms
• FAQs
Result

FOR ARTICLES
Article Top Tags
•   63: personal_finance_research_summaries,
•   52: financial_security:_legal_topics,
•   38: financial_security:_financial_planning_process_research,
•   36: financial_security:_managing_money_in_tough_times,
•   34: cop,
•   32: financial_crisis,
•   31: financial_security:_saving_and_investing_research,
•   31: disasters,
•   29: financial_security,
•   26: financial_security:_consumer_credit,
•   24: financial_security:_consumer_education_research,
•   24: financial_crisis_and_individuals,
Average
                                                                    Google Average Page
                        Title                        Date Published
                                                                    Search    Views per
                                                                    Entrances Week
Investing for Your Future                            8-Jan2010        47.2025       319.949
Financial Security: Managing Money in Tough Times   29-Jun2010        17.4177       192.076
Organize Your Important Papers                      19-Feb2007        84.6329       169.215
Investing Unit 1: Building Blocks                   15-Oct2009        5.02532       94.0127
Teaching Children Coping Skills                     10-Sep2008        56.4051       93.2405
Financial Security: Glossary                        14-Feb2007        1.86076       91.7848
SMART Financial Goal-Setting                        19-Feb2007        33.6582       89.5443
Deciding Which Bills to Pay First                   24-Jun2010        25.2658       87.6962
Organize Your Important Household Papers: Print this
                                                     28-Sep2007
Lesson                                                                15.2532      72.6582
                                                        10-
                                                            2010
Financial Security: Retirement Planning                Mar            2.17722      61.3418
Coping With Stress                                   10-Sep2008       24.4177      54.0253
Household Filing System                              31-Jan2008       24.8987      49.4684
Investing for Farm Families                          14-Oct2009       6.59494      47.1266
Investing Unit 1: Wealth Protection                   28-Jul2008     0.417722      45.2785
Average
                                                             Google Average Page
                         Title                Date Published
                                                             Search    Views per
                                                             Entrances Week
Investing Unit 1: Wealth Protection           28-Jul2008      0.417722       45.2785
Organize Your Important Household Papers:
                                               5-Apr2009
Introduction                                                   5.46835       41.924
Financial Security: Estate Planning           27-Jan2009       1.67089      41.6203
Financial Security: Consumer Credit            2-Apr2011       2.17722      41.3671
Sizing Up Your Financial Situation            24-Jun2010        2.5443      40.8861
                                                 10-
                                                     2006
Financial Security for All Learning Lessons      Nov          0.531646      40.8354
Investing Unit 2: Investing Basics            12-Feb2009      0.367089      40.6582
Financial Security for All Debtor Education   19-Apr2010       2.73239      40.2817
Financial Security: Children and Money        11-Jan2011       2.05063      39.8101
Dealing With Collection Agencies               8-Dec2009       22.2763      37.4737
Accepting Your Feelings                       25-Jun2010       17.4937      36.2532
                                                 11-
                                                     2009
How Does a Credit Card Work?                     Nov           27.9494      34.7722
Log(Average Page Views per Week)
Log(Average Hits/Week)           (1)           (2)           (3)           (4)
            Intercept          0.82517       1.585*** 1.358*** 1.523***
 Log(Average Google Search            0.634***           0.609***
        Entrances)
    Age of Article (Days)  -0.0006*** 0.0002* -0.0007*** 0.000193


          Number of Tags       0.140*** -0.04098
     Research Summary                                      -0.685** -1.06331
 Financial Planning Research                               -0.21013      -0.1752
              Legal                                        0.35982       0.14268
  Managing in Tough Times                                  1.790*** 0.82425


Adj R^2                           0.0443        0.509         0.1173      0.5788
n(Read)                                506           506           506       506
n(Used)                                485           433           485       433
Results

FOR GLOSSARY TERMS
Top 13
                                           Average       Average
        Glossary Title       Date PublishedGoogle Search Page Views
                                           Entrances     per Week
Periodic Expenses            15-Nov2006           9.43038     11.6582
Bankruptcy                    5-Apr2009           2.59494     5.86076
Diversification              19-Feb2007          0.025317      3.5443
Debt Limit (Debt-to-Income
                             15-Nov2006            2.5443      3.3038
Ratio)
Bond                          3-Aug2007          0.164557     2.94937
Durable Power of Attorney    20-Nov2007          0.189873     2.94937
Net (“Take-Home”) Income     15-Nov2006           2.39241     2.94937
Portfolio                    15-Nov2006          0.835443     2.78481
Annual Report                14-Nov2006          0.012658     2.65823
Bear Market                  14-Nov2006                 0     2.51899
Corporate Bonds              22-Feb2007          0.164557     2.50633
Self-Proving Affidavit       17-Apr2007           1.49367     2.49367
Commodities                  22-Feb2007          0.012658     2.44304
#14-25
                                                 Average        Average
        Glossary Title            Date Published
                                                 Google Search Page Views
                                                 Entrances      per Week
Bull Market                       14-Nov2006                  0      2.41772
Blue-Chip Stock                   14-Nov2006                  0      2.40506
401(k) Plan                       14-Nov2006           0.037975      2.40506
Unused Credit                     15-Nov2006            2.05063      2.40506
Broker                            14-Nov2006                  0      2.36709
Commission                        15-Nov2006                  0       2.3038
Account Maintenance Fees          14-Nov2006            1.86076      2.26582
Debt Balance                      15-Nov2006            1.63291      2.08861
Stock                              29-Jul2010          0.037975      2.07595
Growth Funds                      15-Nov2006                  0      2.05063
Index Fund                        15-Nov2006                  0      2.05063
Mutual Fund                       15-Nov2006          0.0126582      2.01266

           Google search one item leads to related items
Glossary: Log(Average Hits/Week)
   Variable                 (1)          (2)
   Intercept               1.33       2.526***
   Log(Average Google
                                      0.625***
   Search Entrances)

   Age of Article (Days)   -0.002    -0.00126***


   Number of Tags          0.047      0.03788

   Adj R^2                  0.0416        0.411
   n(Read)                  505         505
   n(Used)                  474         239
Results

FOR FAQS: DATA INCOMPLETE
Implications
• GA is very useful even for a non-profit organization like
  eXtension
• SMART Goals
   – For conversion rate
   – Possible goals: Enrollment in the online courses
      • Bankruptcy, Investment for Farm Families,
   – Higher search rank (SEO)
• Tagging
   – Messy: Not everyone tags, insonsistencies
      • financial_security:_consumer_credit vs. consumer_credit vs.
        consumercredit vs. credit
   – Important for evaluation
• Factors that matter: Subject matter, Google search
  entry, number of tags (+)
Recommendations/Future Studies
• Adequate data: If data were merged properly
• … with improved Excel VBA skills for data
  scrapping
• … and cleaned data
• … which include having well-defined tags
  – Encourage improved tagging in CoPs
• SMART goals for conversion rate. E.g. enrollment
  in courses
• Google Optimizer for optimum eXtension.org
  design
Using Data from
   Google Analytics
  Fahzy Abdul-Rahman (NMSU)
        fahzy@nmsu.edu

2012 eXtension Annual Conference
         October 3, 2012

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Using Data from Google Analytics

  • 1. Using Data from Google Analytics Fahzy Abdul-Rahman (NMSU) … with major assistance from Andrew Zumwalt 2012 eXtension Annual Conference October 3, 2012
  • 2. Goal 1. To share our Community of Practice’s (CoP’s) experience on how we have been using Google Analytics (GA) – As non-expert users – Not intended to go over Google Analytics for CoPs • eXtension webinar by Amy Hays (July 2011) - slideshare 2. To share preliminary findings on items that tend to get more hits – Write eXtension publication with these factors in mind without sacrificing quality
  • 3. Motivation • What are getting the hits? Factors? • What GA information tend to be highly useful? – Extension.org is non-profit organization – Many of the GA information pertain to information measurable in $ (e.g. sales, donation) • Conversion rate (more later) • AdWords • Application to Personal Finance CoP – Different than Child Care example?
  • 4. Google Analytics IQ (GAIQ) Lessons • Fundamentals • Account Administration • Campaign Tracking and AdWords First Steps Integration • Introduction to Google Analytics • Analysis Focus - AdWords • Installing the Google Analytics • Goals in Google Analytics Tracking Code • Filters in Google Analytics • Working with Report Data • Regex and Google Analytics • Cookies and Google Analytics Interpreting Reports • E-commerce Tracking • Pageviews, Visits, and Visitors • Domains and Subdomains • Time Metrics • Traffic Sources • In-Depth Analysis • Content Reports • Advanced Segmentation • Analytics Intelligence • Internal Site Search • Event Tracking and Virtual Pageviews • Additional Customizations
  • 5. Get the most out of your reports Getting Started • Optimize keywords: Watch videos to learn how • Install tracking code: Install your tracking code to get the most value from your advertising and view reports within 24 hours. spend. • Set up goals: Identify what key actions you want • Tag campaigns: Track conversions on banner ads, to track, conversion rates for ads, marketing email marketing, and other marketing initiatives. initiatives, ecommerce or more. Set up goals to • Track Ecommerce: Link ecommerce performance measure your effectiveness. to keywords and marketing campaigns for details • Working with Report Data: Explore your data on ROI and more. and learn how to read basic reports. Exploring Advanced Features Interpreting Reports: Pageviews, Visits, and Visitors; • Advanced Segmentation: Create and use Time Metrics; Traffic Sources; Content Reports custom segments to isolate and analyze specific parts of your traffic. Maximizing Online Advertising & Ecommerce • Custom Reporting: Use the drag-and-drop • Link to AdWords: Monitor your AdWords interface to create reports with the metrics and revenue, conversions, and ROI. Watch this dimensions you want. short video to learn how. • Flash Tracking: Simplified tracking for Adobe • Link AdSense Got an AdSense account to Flash, Flex and AS3 content. monetize your site? Link your AdSense and • Create customized email reports: Send regularly Google Analytics accounts to gain more insight scheduled reports to stakeholders within your into your AdSense performance. Find out which company. pages and referrers generate the most revenue, and optimize your site's performance using AdSense Reports.
  • 6. How have we used GA results?
  • 7. FSA CoP • Financial Security for All (FSA) Community of Practice (CoP) • Led by 10-15 Extension professionals • Develop resources; provide peer-reviewed Frequently Asked Questions and Featured Resources; answer Ask the Expert questions; and created online learning lessons – Lessons: Bankruptcy Education and Investing for Farm Families • Consumers a source of reliable and up-to-date financial and consumer information through a knowledge base of commonly asked questions that have science-based, peer reviewed answers.
  • 8. How have we used GA results? • Shared with NIFA • Monthly CoP Meeting – Unusual activities – Top hits – Accessed Webinar recording – CoP annual report
  • 9. E.g. #1 Month Pageviews Jan 1, 2007 - Jan 31, 2007 0 Feb 1, 2007 - Feb 28, 2007 0 Content filtered by Mar 1, 2007 - Mar 31, 2007 Apr 1, 2007 - Apr 30, 2007 8 365 “personal_finance” May 1, 2007 - May 31, 2007 Jun 1, 2007 - Jun 30, 2007 Jul 1, 2007 - Jul 31, 2007 1,509 948 1,387 Aug 1, 2007 - Aug 31, 2007 1,331 Sep 1, 2007 - Sep 30, 2007 993 Oct 1, 2007 - Oct 31, 2007 1,286 Nov 1, 2007 - Nov 30, 2007 1,406 Dec 1, 2007 - Dec 31, 2007 916 Jan 1, 2008 - Jan 31, 2008 1,030 Feb 1, 2008 - Feb 29, 2008 788 Mar 1, 2008 - Mar 31, 2008 741 Apr 1, 2008 - Apr 30, 2008 616 … Jan 1, 2009 - Jan 31, 2009 734 Feb 1, 2009 - Feb 28, 2009 767 Mar 1, 2009 - Mar 31, 2009 785 Apr 1, 2009 - Apr 30, 2009 30,348 May 1, 2009 - May 31, 2009 32,451 Jun 1, 2009 - Jun 30, 2009 32,060 Jul 1, 2009 - Jul 31, 2009 32,618 Aug 1, 2009 - Aug 31, 2009 30,837
  • 10. Pre-April 2009 • From Ben MacNeill (eXtension engineering group) That spike is directly related to when we started collecting GA data by category. Around April 11 we appended categories to the URL that Google records so that we could then filter by category within GA. There's no way to get that information prior to April 2009.
  • 11. E.g. #2 Glossary Spike • 5,000 page views for January 31, 2012
  • 12. Glossary Spike • For that day, 1,353 Pageviews from "cloquet.k12.mn.us" (Unique's: 167)
  • 13. E.g. #3 AaE Question Escalation • (August, 2012) “Received a deluge of AaE question escalation reports this past month. Not sure why. Unfortunately, some questions were about resources in a certain county in the U.S., some wanted financial assistance from us, some were very poorly worded, and some were just plain venting about the economy or the government. I answered them the best that I could and closed out some that we couldn't work with.”
  • 14. AaE Question Escalation • Not everything can be answered by GA
  • 15. Where are the hits coming from?
  • 17. eXtension stats: Applicable to FSA? • National Data from: Quantcast
  • 18. • Visitors Flow, September 2012 FSA Visitor’s Tendency
  • 19. • Browser & OS, September 2012 FSA Visitor’s Tendency
  • 20. 04/2009-04/2009 Keywords 09/2012 1. 1. lost birth certificate 7,931 (not provided) 1,357 1.76% 18.93% 2. 2. what is fica on my paycheck 7,931 smart goals 85 1.76% 1.19% 3. 3. (not provided) 5,500 what is fica tax 42 1.22% 0.59% 4. 4. what is fica 2,847 rmd rules 39 0.63% 0.54% 5. 5. fica tax 2,463 investing for farm families 38 0.55% 0.53% 6. 6. what is fica on my payche what is debt 1,759 34 0.39% ck 0.47% 7. 7. what's fica on my payche fica exempt 1,695 30 0.38% ck 0.42% 8. 8. self proving affidavit 1,695 lost birth certificate 27 0.38% 0.38% 9. 9. self-proving affidavit 1,279 fica exemption 25 0.28% 0.35% 10. 10. important household doc replace lost birth certificate 1,216 25 0.27% uments 0.35%
  • 21. 04/2009-04/2009 Referral Traffic Source 1. 09/2012 google.com 320 1. 12.46% google.com 7,643 8.12% 2. genxfinance.com 69 2. 2.69% genxfinance.com 5,692 6.05% 3. 3. intranet 62 extension.iastate.edu 2,718 2.41% 2.89% 4. 4. fcs.tamu.edu 61 njaes.rutgers.edu 2,111 2.38% 2.24% 5. 5. njaes.rutgers.edu 58 fcs.tamu.edu 2,015 2.26% 2.14% 6. 6. csrees.usda.gov 55 csrees.usda.gov 1,759 2.14% 1.87% 7. 7. facebook.com 1,407 early-retirement.org 55 1.49% 2.14% 8. 8. lifehacker.com 1,247 studentaid.rutgers.edu 55 1.32% 2.14% 9. 9. about.extension.org 1,151 google.ca 53 1.22% 2.06% 10 10 extension.unh.edu 1,151 4-h.org 52 . 1.22% . 2.02%
  • 22. The Hits • Data from GA • Many readily available from FSA CoP efforts (e.g. tagging) • Scraping – Google Spreadsheet Doc (=insertHTML, =insert…) • Limitations: 50 per sheet, Excel VBA better but lack expertise – To obtain number of words and tagging for FAQs – Sample 150 out of 1,815 from FAQ list. • Excel and SAS for data cleaning and analyses
  • 23. GA Metrics are Not Perfect • Sample – E.g. This report is based on 499,411 visits (6.28%) • Hits = Reading = Comprehension = behavior change? – Print one and make copies – Hit a page and stayed on that page while attending other oncoming matters • Cookies block
  • 24. Overall Hits for “personal_finance”, 04/2009 – 04/2012 Unique Avg. Time • From top 25 “all time” pageviews: # Page Title Personal Finance – eXtension 49,211 Pageviews Pageviews on Page Entrances 34,521 0:00:52 25,098 1 Investing for Your Future - eXtension Learning Lessons 25,735 20,387 0:01:33 18,669 2 How can I replace a lost birth certificate? – eXtension 17,936 16,759 0:04:51 16,727 What is the FICA tax that is taken out of my paycheck? - 3 eXtension 16,568 16,074 0:04:31 15,915 4 Organize Your Important Papers - eXtension 16,297 13,655 0:02:36 12,366 Financial Security: Managing Money in Tough Times – 5 eXtension 13,782 8,132 0:00:58 5,283 6 Investing Unit 1: Building Blocks - eXtension 11,809 8,785 0:01:55 3,071 7 Financial Security: Glossary - eXtension 11,347 2,037 0:00:31 620 8 Teaching Children Coping Skills - eXtension 9,899 9,262 0:02:20 8,833 9 Financial Security: Glossary - eXtension 9,613 1,082 0:00:36 700 Financial Security: Managing Money in Tough Times - 10 eXtension 8,849 4,456 0:00:54 2,769 11 Investing for Your Future - eXtension 8,674 6,684 0:01:45 6,207 12 Investing for Your Future - eXtension Learning Lessons 8,244 6,111 0:01:45 5,459 13 SMART Financial Goal-Setting - eXtension 8,180 4,520 0:01:39 4,153 Who is exempt from paying the FICA tax in the United 14 States? - eXtension 7,703 6,541 0:03:24 6,525
  • 25. Unique Avg. Time # Page Title Pageviews Pageviews on Page Entrances What is the Required Minimum Distribution (RMD) rule for tax-deferred retirement plans such as IRAs and 401(k)s? – 15 eXtension 7,177 6,780 0:03:46 6,525 How long should you keep monthly utility bills such as gas, electricity, water, etc. for your home? I have heard a year, and that is what I am starting to do in a notebook with dividers for each month. Is there any point in keeping these 16 records any longer? - eXtension 6,939 6,780 0:02:51 6,700 Financial Security: Managing Money in Tough Times - Overall Hits for 17 eXtension Organize Your Important Household Papers: Print this 6,477 3,947 0:01:01 2,387 18 Lesson - eXtension 6,095 4,854 0:03:32 4,106 “personal_finance” Even Frost-Free Outdoor Faucets Can Freeze, Break - 19 eXtension News 6,032 5,729 0:03:14 5,729 20 Investing for Your Future - eXtension Learning Lessons 5,968 4,981 0:01:35 4,663 Financial Security: Managing Money in Tough Times - 21 eXtension 5,872 3,055 0:01:05 1,782 22 Financial Security: Retirement Planning - eXtension 5,729 3,644 0:01:37 668 What's the best peer-to-peer music download software? - 23 eXtension 5,618 5,490 0:02:07 5,490 How long should you keep Explanation of Benefit statements from insurance companies, including Medicare? 24 - eXtension 5,268 5,029 0:03:19 4,965 25 What is a self-proving affidavit? - eXtension 5,061 4,774 0:02:50 4,726
  • 26. Overall Flow • From top 25 all time pageviews: – 17 are pages • Pages could be curriculum, articles, monthly messages, glossary • Average time = 1:41 min • Tend to be simple. E.g. introduction pages – 8 are FAQs • Average time = 3:27 min • Higher complexity: Longer, comprehending questions and answers • “How can I replace a lost birth certificate?” Is #2
  • 27. Results by Page Categories • Articles • Glossary Terms • FAQs
  • 29. Article Top Tags • 63: personal_finance_research_summaries, • 52: financial_security:_legal_topics, • 38: financial_security:_financial_planning_process_research, • 36: financial_security:_managing_money_in_tough_times, • 34: cop, • 32: financial_crisis, • 31: financial_security:_saving_and_investing_research, • 31: disasters, • 29: financial_security, • 26: financial_security:_consumer_credit, • 24: financial_security:_consumer_education_research, • 24: financial_crisis_and_individuals,
  • 30. Average Google Average Page Title Date Published Search Views per Entrances Week Investing for Your Future 8-Jan2010 47.2025 319.949 Financial Security: Managing Money in Tough Times 29-Jun2010 17.4177 192.076 Organize Your Important Papers 19-Feb2007 84.6329 169.215 Investing Unit 1: Building Blocks 15-Oct2009 5.02532 94.0127 Teaching Children Coping Skills 10-Sep2008 56.4051 93.2405 Financial Security: Glossary 14-Feb2007 1.86076 91.7848 SMART Financial Goal-Setting 19-Feb2007 33.6582 89.5443 Deciding Which Bills to Pay First 24-Jun2010 25.2658 87.6962 Organize Your Important Household Papers: Print this 28-Sep2007 Lesson 15.2532 72.6582 10- 2010 Financial Security: Retirement Planning Mar 2.17722 61.3418 Coping With Stress 10-Sep2008 24.4177 54.0253 Household Filing System 31-Jan2008 24.8987 49.4684 Investing for Farm Families 14-Oct2009 6.59494 47.1266 Investing Unit 1: Wealth Protection 28-Jul2008 0.417722 45.2785
  • 31. Average Google Average Page Title Date Published Search Views per Entrances Week Investing Unit 1: Wealth Protection 28-Jul2008 0.417722 45.2785 Organize Your Important Household Papers: 5-Apr2009 Introduction 5.46835 41.924 Financial Security: Estate Planning 27-Jan2009 1.67089 41.6203 Financial Security: Consumer Credit 2-Apr2011 2.17722 41.3671 Sizing Up Your Financial Situation 24-Jun2010 2.5443 40.8861 10- 2006 Financial Security for All Learning Lessons Nov 0.531646 40.8354 Investing Unit 2: Investing Basics 12-Feb2009 0.367089 40.6582 Financial Security for All Debtor Education 19-Apr2010 2.73239 40.2817 Financial Security: Children and Money 11-Jan2011 2.05063 39.8101 Dealing With Collection Agencies 8-Dec2009 22.2763 37.4737 Accepting Your Feelings 25-Jun2010 17.4937 36.2532 11- 2009 How Does a Credit Card Work? Nov 27.9494 34.7722
  • 32. Log(Average Page Views per Week) Log(Average Hits/Week) (1) (2) (3) (4) Intercept 0.82517 1.585*** 1.358*** 1.523*** Log(Average Google Search 0.634*** 0.609*** Entrances) Age of Article (Days) -0.0006*** 0.0002* -0.0007*** 0.000193 Number of Tags 0.140*** -0.04098 Research Summary -0.685** -1.06331 Financial Planning Research -0.21013 -0.1752 Legal 0.35982 0.14268 Managing in Tough Times 1.790*** 0.82425 Adj R^2 0.0443 0.509 0.1173 0.5788 n(Read) 506 506 506 506 n(Used) 485 433 485 433
  • 34. Top 13 Average Average Glossary Title Date PublishedGoogle Search Page Views Entrances per Week Periodic Expenses 15-Nov2006 9.43038 11.6582 Bankruptcy 5-Apr2009 2.59494 5.86076 Diversification 19-Feb2007 0.025317 3.5443 Debt Limit (Debt-to-Income 15-Nov2006 2.5443 3.3038 Ratio) Bond 3-Aug2007 0.164557 2.94937 Durable Power of Attorney 20-Nov2007 0.189873 2.94937 Net (“Take-Home”) Income 15-Nov2006 2.39241 2.94937 Portfolio 15-Nov2006 0.835443 2.78481 Annual Report 14-Nov2006 0.012658 2.65823 Bear Market 14-Nov2006 0 2.51899 Corporate Bonds 22-Feb2007 0.164557 2.50633 Self-Proving Affidavit 17-Apr2007 1.49367 2.49367 Commodities 22-Feb2007 0.012658 2.44304
  • 35. #14-25 Average Average Glossary Title Date Published Google Search Page Views Entrances per Week Bull Market 14-Nov2006 0 2.41772 Blue-Chip Stock 14-Nov2006 0 2.40506 401(k) Plan 14-Nov2006 0.037975 2.40506 Unused Credit 15-Nov2006 2.05063 2.40506 Broker 14-Nov2006 0 2.36709 Commission 15-Nov2006 0 2.3038 Account Maintenance Fees 14-Nov2006 1.86076 2.26582 Debt Balance 15-Nov2006 1.63291 2.08861 Stock 29-Jul2010 0.037975 2.07595 Growth Funds 15-Nov2006 0 2.05063 Index Fund 15-Nov2006 0 2.05063 Mutual Fund 15-Nov2006 0.0126582 2.01266 Google search one item leads to related items
  • 36. Glossary: Log(Average Hits/Week) Variable (1) (2) Intercept 1.33 2.526*** Log(Average Google 0.625*** Search Entrances) Age of Article (Days) -0.002 -0.00126*** Number of Tags 0.047 0.03788 Adj R^2 0.0416 0.411 n(Read) 505 505 n(Used) 474 239
  • 38. Implications • GA is very useful even for a non-profit organization like eXtension • SMART Goals – For conversion rate – Possible goals: Enrollment in the online courses • Bankruptcy, Investment for Farm Families, – Higher search rank (SEO) • Tagging – Messy: Not everyone tags, insonsistencies • financial_security:_consumer_credit vs. consumer_credit vs. consumercredit vs. credit – Important for evaluation • Factors that matter: Subject matter, Google search entry, number of tags (+)
  • 39. Recommendations/Future Studies • Adequate data: If data were merged properly • … with improved Excel VBA skills for data scrapping • … and cleaned data • … which include having well-defined tags – Encourage improved tagging in CoPs • SMART goals for conversion rate. E.g. enrollment in courses • Google Optimizer for optimum eXtension.org design
  • 40. Using Data from Google Analytics Fahzy Abdul-Rahman (NMSU) fahzy@nmsu.edu 2012 eXtension Annual Conference October 3, 2012

Editor's Notes

  1. Good MorningStop me at anytime to ask questions
  2. Feedback from the expert usersGoogle Analytics by Amy Hays on Jul 06, 2011 http://www.slideshare.net/aggie94amy/google-analytics-8524378 & https://connect.extension.iastate.edu/p61892924/?launcher=false&fcsContent=true&pbMode=normal
  3. The Financial Security for All Community of Practice, a virtual community led by fifteen Extension professionals from across the country, has over 300 members from Land Grant Universities in 44 states and one territory. Members are organized in three major subject matter areas - Financial Security in Later Life, Financial Literacy for Youth, and Financial Stability. They develop resources; provide peer-reviewed Frequently Asked Questions and Featured Resources; and answer Ask the Expert questions.Financial security, the ability to meet day-to-day expenses while saving and investing for tomorrow, is a lifelong goal for most individuals and families. The national Financial Security for All team began collaborative work to provide consumers a source of reliable and up-to-date financial and consumer information through a knowledge base of commonly asked questions that have science-based, peer reviewed answers.Online learning lessons have been developed to create self-paced learning objects that youth and adults can use to further enhance their knowledge in particular areas. The newest lessons being developed are modules for “Bankruptcy Education” and “Getting Motivated for Estate Planning.”
  4. We are going to share three examples.
  5. Gail Hillebrand, Consumer Financial Protection Bureau (CFPB) Associate Director Education and Engagement, requested the number of requests by topic area.  A main concern that I have is about the huge jump in page views between March and April 2009. Am I missing some numbers with this method? Any reasons for this huge jump? Also, do you have suggestions for better metrics to be used for this report?- Fahzy
  6. Page and page titleContent page filtered by “personal_finance”
  7. Withoutgovdelivery.com’s 783 visit, the hits trends should be relatively flat
  8. How does FSA’s look like? With the creation of all the new CoPs.
  9. Just would like to share this. I’d image the same statistics apply to personal finance since the area is of interests to all segments of the population. Quantcast
  10. An expert mentioned that no sites should be created without goalsBusiness: Sales, sign up for e-mail updates and deals, Red: Large proportions exits from these sites
  11. Internet Explorer
  12. I just cannot get the tables right
  13. Methods
  14. After you reach 1 million unique dimension combinations, GA samples the data. In somewhat plainer language, this means that once you have that many variables in play — and they do stack up fairly rapidly — GA selectively and intelligently ignores some of the data. It deploys sophisticated algorithms that make quick work of understanding overall patterns and dropping out the data least likely to result in a visible difference. I have my cookies blocked
  15. FAQ vs. Pages (Articles, Curriculum, Monthly Messages)What struck you?#2???
  16. # of tags switches signResearch Summary 5-10% of tagsTopics: easier (not research summary), highly demanded (MiTT)
  17. A bulk of them started very early
  18. Good MorningStop me at anytime to ask questions