Where are We Getting the Online Hits?A Google Analytics Study on PersonalFinance Online Publications ineXtensionFahzy Abdu...
Motivation• What are getting the hits? Factors?• What GA information tend to be highly useful?– Extension.org is non-profi...
First Steps• Introduction to Google Analytics• Installing the Google AnalyticsTracking Code• Working with Report DataInter...
FSA CoP• Financial Security for All (FSA) Community ofPractice (CoP)• Led by 10-15 Extension professionals• Develop resour...
Goal1. To share our Community of Practice’s (CoP’s)experience on how we have been usingGoogle Analytics (GA)– As non-exper...
• Shared with NIFA-USDA• Reports, grant applications• Monthly CoP Meetings– Unusual activities– Top hits– Accessed Webinar...
Where are the hits coming from?
HistoricallyeXtension - ALLFSA
FSA Visitor’s Tendency• Visitors Flow, 2012
Frequency & Recency 2012
Engagement
Top Devices (ranked from most): Apple iPhone, Apple iPad ,SonyEricsson LT15i Xperia Arc ,Apple iPod Touch ,Motorola DroidX...
Traffic SourceSource/medium Visit1 google / organic 68,8432 (direct) / (none) 25,0213 bing / organic 10,6164 yahoo / organ...
Traffic KeywordKeyword Visits % Visits1 (not provided) 14,917 16.09%2 smart goals 977 1.05%3 what is fica tax 429 0.46%4 w...
Regression Analyses on Hits• Data from Google Analytics• Many readily available from FSA CoP efforts (e.g.tagging)• Sample...
Overall Hits for “personal_finance”,04/2009 – 04/2012• From top 25 “all time” pageviews:# Page Title PageviewsUniquePagevi...
Overall Hits for“personal_finance”# Page Title PageviewsUniquePageviewsAvg. Timeon Page Entrances15What is the Required Mi...
Overall Flow• From top 25 all time pageviews:– 17 are pages• Pages could be curriculum, articles, monthly messages,glossar...
Results by Page Categories• Articles• Glossary Terms• FAQs
FOR ARTICLESResult
Article Top Tags• 63: personal_finance_research_summaries,• 52: financial_security:_legal_topics,• 38: financial_security:...
Title Date PublishedAverageGoogleSearchEntrancesAverage PageViews perWeekInvesting for Your Future 8-Jan2010 47.2025 319.9...
Title Date PublishedAverageGoogleSearchEntrancesAverage PageViews perWeekInvesting Unit 1: Wealth Protection 28-Jul2008 0....
Log(Average Page Views per Week)Log(Average Hits/Week) (1) (2) (3) (4)Intercept 0.82517 1.585*** 1.358*** 1.523***Log(Aver...
FOR GLOSSARY TERMSResults
Top 13Glossary Title Date PublishedAverageGoogle SearchEntrancesAveragePage Viewsper WeekPeriodic Expenses 15-Nov2006 9.43...
#14-25Glossary Title Date PublishedAverageGoogle SearchEntrancesAveragePage Viewsper WeekBull Market 14-Nov2006 0 2.41772B...
Glossary: Log(Average Hits/Week)Variable (1) (2)Intercept 1.33 2.526***Log(Average GoogleSearch Entrances) 0.625***Age of ...
FOR FAQS: DATA INCOMPLETEResults
Implications & Recommendations• GA is very useful even for a non-profit organization likeeXtension• SMART Goals– For conve...
Where are We Getting the Online Hits?A Google Analytics Study on PersonalFinance Online Publications ineXtensionFahzy Abdu...
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Where are We Getting the Online Hits? A Google Analytics Study on Personal Finance Online Publications in eXtension

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Using data from Google Analytics, we look into factors that are associated with article and Ask an Expert (AaE) page views. Specifically, we utilize Google Analytics data from April 2009 – April 2012 and available Page Analytics (http://pageanalytics.extension.org/) in the personal finance or Financial Security for All (FSA) Community of Practice (CoP) areas. Top 25 articles and AaE with the highest page views per month will be selected to look for similar characteristics among these webpages. At the macro level, we will be exploring relevant statistics to our CoP such as search engine utilized, top search keywords, traffic sources, traffic referral, and mobile device access. We will be also be looking into the tendency of page hits associated with the following factors: newsletter, curriculum, number of words, topic (tag) , average Google search entrances per week, age of the article, and its seasonal nature (month, quarter). We share result implications and limitations based on the results of this study.

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  • Good MorningStop me at anytime to ask questions
  • 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.”
  • 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
  • How does FSA’s look like? With the creation of all the new CoPs.
  • 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
  • ImplicationsAre our site mobile device compatible?We can also limit analysis to mobile device users: e.g. to compare if they are spending less time on the site, bounce rate.
  • Methods
  • FAQ vs. Pages (Articles, Curriculum, Monthly Messages)What struck you?#2???
  • # of tags switches signResearch Summary 5-10% of tagsTopics: easier (not research summary), highly demanded (MiTT)
  • A bulk of them started very early
  • Good MorningStop me at anytime to ask questions
  • Where are We Getting the Online Hits? A Google Analytics Study on Personal Finance Online Publications in eXtension

    1. 1. Where are We Getting the Online Hits?A Google Analytics Study on PersonalFinance Online Publications ineXtensionFahzy Abdul-Rahman2013 ACCIApril 11, 2013
    2. 2. 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 toinformation measurable in $ (e.g. sales,donations)• Conversion rate (more later)• AdWords• Application to Personal Finance CoP
    3. 3. First Steps• Introduction to Google Analytics• Installing the Google AnalyticsTracking Code• Working with Report DataInterpreting Reports• Pageviews, Visits, and Visitors• Time Metrics• Traffic Sources• Content ReportsFundamentals• Account Administration• Campaign Tracking and AdWordsIntegration• Analysis Focus - AdWords• Goals in Google Analytics• Filters in Google Analytics• Regex and Google Analytics• Cookies and Google Analytics• E-commerce Tracking• Domains and SubdomainsIn-Depth Analysis• Advanced Segmentation• Analytics Intelligence• Internal Site Search• Event Tracking and Virtual Pageviews• Additional CustomizationsGoogle Analytics Overview
    4. 4. FSA CoP• Financial Security for All (FSA) Community ofPractice (CoP)• Led by 10-15 Extension professionals• Develop resources; provide peer-reviewed Frequently AskedQuestions and Featured Resources; answer Ask the Expertquestions; and created online learning lessons– Lessons: Bankruptcy Education and Investing for Farm Families• Consumers a source of reliable and up-to-date financial andconsumer information through a knowledge base ofcommonly asked questions that have science-based, peerreviewed answers.
    5. 5. Goal1. To share our Community of Practice’s (CoP’s)experience on how we have been usingGoogle Analytics (GA)– As non-expert users2. To share preliminary findings on items thattend to get more hits– Write eXtension publications with these factorsin mind without sacrificing quality
    6. 6. • Shared with NIFA-USDA• Reports, grant applications• Monthly CoP Meetings– Unusual activities– Top hits– Accessed Webinar recording– CoP annual reportHow have we used GA results?
    7. 7. Where are the hits coming from?
    8. 8. HistoricallyeXtension - ALLFSA
    9. 9. FSA Visitor’s Tendency• Visitors Flow, 2012
    10. 10. Frequency & Recency 2012
    11. 11. Engagement
    12. 12. Top Devices (ranked from most): Apple iPhone, Apple iPad ,SonyEricsson LT15i Xperia Arc ,Apple iPod Touch ,Motorola DroidX ,HTC EVO 4G* Apple products of different versions lumped togetherPersonal FinanceMobile Devices
    13. 13. Traffic SourceSource/medium Visit1 google / organic 68,8432 (direct) / (none) 25,0213 bing / organic 10,6164 yahoo / organic 9,2945 google.com / referral 3,3486 lifehacker.com / referral 2,0267 genxfinance.com / referral 1,6808 ask / organic 1,6689 ag.ndsu.edu / referral 1,41810 studentaid.rutgers.edu / referral 1,096
    14. 14. Traffic KeywordKeyword Visits % Visits1 (not provided) 14,917 16.09%2 smart goals 977 1.05%3 what is fica tax 429 0.46%4 what is fica on my paycheck 417 0.45%5 myplate 2011 369 0.40%6 u s savings bonds rates 357 0.39%7 fica exemption 322 0.35%8 fica exempt 298 0.32%9 rmd rules 298 0.32%10 extension 286 0.31%
    15. 15. Regression Analyses on Hits• Data from Google Analytics• Many readily available from FSA CoP efforts (e.g.tagging)• Sample– E.g. This report is based on 499,411 visits (6.28%)• Hits = Reading = Comprehension = behaviorchange?– Print one and make copies– Hit a page and stayed on that page while attendingother oncoming matters• Cookies block
    16. 16. Overall Hits for “personal_finance”,04/2009 – 04/2012• From top 25 “all time” pageviews:# Page Title PageviewsUniquePageviewsAvg. Timeon Page EntrancesPersonal Finance – eXtension 49,211 34,521 0:00:52 25,0981 Investing for Your Future - eXtension Learning Lessons 25,735 20,387 0:01:33 18,6692 How can I replace a lost birth certificate? – eXtension 17,936 16,759 0:04:51 16,7273What is the FICA tax that is taken out of my paycheck? -eXtension 16,568 16,074 0:04:31 15,9154 Organize Your Important Papers - eXtension 16,297 13,655 0:02:36 12,3665Financial Security: Managing Money in Tough Times –eXtension 13,782 8,132 0:00:58 5,2836 Investing Unit 1: Building Blocks - eXtension 11,809 8,785 0:01:55 3,0717 Financial Security: Glossary - eXtension 11,347 2,037 0:00:31 6208 Teaching Children Coping Skills - eXtension 9,899 9,262 0:02:20 8,8339 Financial Security: Glossary - eXtension 9,613 1,082 0:00:36 70010Financial Security: Managing Money in Tough Times -eXtension 8,849 4,456 0:00:54 2,76911 Investing for Your Future - eXtension 8,674 6,684 0:01:45 6,20712 Investing for Your Future - eXtension Learning Lessons 8,244 6,111 0:01:45 5,45913 SMART Financial Goal-Setting - eXtension 8,180 4,520 0:01:39 4,15314Who is exempt from paying the FICA tax in the UnitedStates? - eXtension 7,703 6,541 0:03:24 6,525
    17. 17. Overall Hits for“personal_finance”# Page Title PageviewsUniquePageviewsAvg. Timeon Page Entrances15What is the Required Minimum Distribution (RMD) rule fortax-deferred retirement plans such as IRAs and 401(k)s? –eXtension 7,177 6,780 0:03:46 6,52516How 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 withdividers for each month. Is there any point in keeping theserecords any longer? - eXtension 6,939 6,780 0:02:51 6,70017Financial Security: Managing Money in Tough Times -eXtension 6,477 3,947 0:01:01 2,38718Organize Your Important Household Papers: Print thisLesson - eXtension 6,095 4,854 0:03:32 4,10619Even Frost-Free Outdoor Faucets Can Freeze, Break -eXtension News 6,032 5,729 0:03:14 5,72920 Investing for Your Future - eXtension Learning Lessons 5,968 4,981 0:01:35 4,66321Financial Security: Managing Money in Tough Times -eXtension 5,872 3,055 0:01:05 1,78222 Financial Security: Retirement Planning - eXtension 5,729 3,644 0:01:37 66823Whats the best peer-to-peer music download software? -eXtension 5,618 5,490 0:02:07 5,49024How long should you keep Explanation of Benefitstatements from insurance companies, including Medicare?- eXtension 5,268 5,029 0:03:19 4,96525 What is a self-proving affidavit? - eXtension 5,061 4,774 0:02:50 4,726
    18. 18. 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 andanswers• “How can I replace a lost birth certificate?” is #2
    19. 19. Results by Page Categories• Articles• Glossary Terms• FAQs
    20. 20. FOR ARTICLESResult
    21. 21. 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,
    22. 22. Title Date PublishedAverageGoogleSearchEntrancesAverage PageViews perWeekInvesting for Your Future 8-Jan2010 47.2025 319.949Financial Security: Managing Money in Tough Times 29-Jun2010 17.4177 192.076Organize Your Important Papers 19-Feb2007 84.6329 169.215Investing Unit 1: Building Blocks 15-Oct2009 5.02532 94.0127Teaching Children Coping Skills 10-Sep2008 56.4051 93.2405Financial Security: Glossary 14-Feb2007 1.86076 91.7848SMART Financial Goal-Setting 19-Feb2007 33.6582 89.5443Deciding Which Bills to Pay First 24-Jun2010 25.2658 87.6962Organize Your Important Household Papers: Print thisLesson28-Sep200715.2532 72.6582Financial Security: Retirement Planning10-Mar20102.17722 61.3418Coping With Stress 10-Sep2008 24.4177 54.0253Household Filing System 31-Jan2008 24.8987 49.4684Investing for Farm Families 14-Oct2009 6.59494 47.1266Investing Unit 1: Wealth Protection 28-Jul2008 0.417722 45.2785
    23. 23. Title Date PublishedAverageGoogleSearchEntrancesAverage PageViews perWeekInvesting Unit 1: Wealth Protection 28-Jul2008 0.417722 45.2785Organize Your Important Household Papers:Introduction5-Apr20095.46835 41.924Financial Security: Estate Planning 27-Jan2009 1.67089 41.6203Financial Security: Consumer Credit 2-Apr2011 2.17722 41.3671Sizing Up Your Financial Situation 24-Jun2010 2.5443 40.8861Financial Security for All Learning Lessons10-Nov20060.531646 40.8354Investing Unit 2: Investing Basics 12-Feb2009 0.367089 40.6582Financial Security for All Debtor Education 19-Apr2010 2.73239 40.2817Financial Security: Children and Money 11-Jan2011 2.05063 39.8101Dealing With Collection Agencies 8-Dec2009 22.2763 37.4737Accepting Your Feelings 25-Jun2010 17.4937 36.2532How Does a Credit Card Work?11-Nov200927.9494 34.7722
    24. 24. 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 SearchEntrances)0.634*** 0.609***Age of Article (Days) -0.0006*** 0.0002* -0.0007*** 0.000193Number of Tags 0.140*** -0.04098Research Summary -0.685** -1.06331Financial Planning Research -0.21013 -0.1752Legal 0.35982 0.14268Managing in Tough Times 1.790*** 0.82425Adj R^2 0.0443 0.509 0.1173 0.5788n(Read) 506 506 506 506n(Used) 485 433 485 433
    25. 25. FOR GLOSSARY TERMSResults
    26. 26. Top 13Glossary Title Date PublishedAverageGoogle SearchEntrancesAveragePage Viewsper WeekPeriodic Expenses 15-Nov2006 9.43038 11.6582Bankruptcy 5-Apr2009 2.59494 5.86076Diversification 19-Feb2007 0.025317 3.5443Debt Limit (Debt-to-IncomeRatio)15-Nov2006 2.5443 3.3038Bond 3-Aug2007 0.164557 2.94937Durable Power of Attorney 20-Nov2007 0.189873 2.94937Net (“Take-Home”) Income 15-Nov2006 2.39241 2.94937Portfolio 15-Nov2006 0.835443 2.78481Annual Report 14-Nov2006 0.012658 2.65823Bear Market 14-Nov2006 0 2.51899Corporate Bonds 22-Feb2007 0.164557 2.50633Self-Proving Affidavit 17-Apr2007 1.49367 2.49367Commodities 22-Feb2007 0.012658 2.44304
    27. 27. #14-25Glossary Title Date PublishedAverageGoogle SearchEntrancesAveragePage Viewsper WeekBull Market 14-Nov2006 0 2.41772Blue-Chip Stock 14-Nov2006 0 2.40506401(k) Plan 14-Nov2006 0.037975 2.40506Unused Credit 15-Nov2006 2.05063 2.40506Broker 14-Nov2006 0 2.36709Commission 15-Nov2006 0 2.3038Account Maintenance Fees 14-Nov2006 1.86076 2.26582Debt Balance 15-Nov2006 1.63291 2.08861Stock 29-Jul2010 0.037975 2.07595Growth Funds 15-Nov2006 0 2.05063Index Fund 15-Nov2006 0 2.05063Mutual Fund 15-Nov2006 0.0126582 2.01266Google search one item leads to related items
    28. 28. Glossary: Log(Average Hits/Week)Variable (1) (2)Intercept 1.33 2.526***Log(Average GoogleSearch Entrances) 0.625***Age of Article (Days) -0.002 -0.00126***Number of Tags 0.047 0.03788Adj R^2 0.0416 0.411n(Read) 505 505n(Used) 474 239
    29. 29. FOR FAQS: DATA INCOMPLETEResults
    30. 30. Implications & Recommendations• GA is very useful even for a non-profit organization likeeXtension• SMART Goals– For conversion rate– Possible goals: Enrollment in the online courses• Bankruptcy, Investment for Farm Families,• Tagging and data– Messy: Not everyone tags, insonsistencies• financial_security:_consumer_credit vs. consumer_credit vs.consumercredit vs. credit– Important for evaluation• Factors that matter: Subject matters [non-complicated],age [-], Google search entry [+], number of tags (+)• Topics: Simple ones matter too!
    31. 31. Where are We Getting the Online Hits?A Google Analytics Study on PersonalFinance Online Publications ineXtensionFahzy Abdul-RahmanNew Mexico State University2013 ACCIApril 11, 2013

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