Your SlideShare is downloading. ×
0
GOOGLE ANALYTICS
BASIC INTRODUCTION
Friday Explorer(session 2)

Presented by Anchal Singh
Date: 08-11-2013
Overview
• What’s Web Analytics & GA
• Who will use GA
• Why GA
• How to set up a GA Account
• How GA works

• GA Basics
•...
•

What’s Web Analytics & GA
Web analytics is the measurement,
collection, analysis and reporting
of internet data for pur...
Who will use GA
Search

Web

GA

Social

Media
Why GA

To Understand What is
Working

To Fix Things that Are not
Working
PDCA
How to set up a
GA account
1

2
3
Two ways to add GA Tracking code

Place the code in
template of website

Use Google Tag
Manager
Add code to template file
Use Google Tag Manager
How GA works
Google Analytics Basics
Dimensions

Metrics
Regular tabular representation

Dimension

Metrics
Dashboard view
Dashboard View
Left Side Navigation
Glossary
• Session/Visit
• Session time out
• Goal
• Page Views
• Page/Visits
Visitors or users

New

Returning
Page visit Duration & Time spent on website

Page 1

Page 2

08:00

08:05

Session end @ 08:20

Page 3

08:15
Fundamentals
Bounce
Page view = 0
Visit Duration = 0

Page 1
Adjusted Bounce Rate
Page view = 1
Visit Duration = 2 min

Page 1
Exit Rate v/s Bounce Rate
Monday

Page B

Page A

Tuesday

Page B

Exit

Wednesda
y

Page A

Page C

Thursday

Page C

Exi...
What’s in for web?
• Vanity URL- Integrating offline initiatives with online
• Excluding IPs for tracking
• Event tracking...
Visitors flow
Page load
What’s in for Media?
• Campaign Performance
What’s in for Search?
• Link web master & ad tools
Keywords: Organic
Now soon to be moved to: Queries
Landing pages
Geographical Summary
What’s in for Social?
• Social referrals-Code for posts
• Data Hub Activity
Thank you
Q&A
2  Fundamentals of Google Analytics
Upcoming SlideShare
Loading in...5
×

2 Fundamentals of Google Analytics

173

Published on

Friday Explorer takes you through Google Analytics and what it can do for you.

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
173
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
18
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Web analytics is the study of online behavior in order to improve it. And the critical part here is the in order to improve it section. We're not just here to look at pretty pie charts for sake of fancy reports. We need to find those insights that will allow us to take action, and actually improve our sites based on those pretty reports.It's perhaps just as important to realize what a Web analytics is not. Let's take this by way of a common analogy.Web analytics software is like an x-ray machine. In this case, the patient is your Web site, and the x-ray machine is Google Analytics. The tool will identify and display exactly what's going on under the skin of your Web site, much like this x-ray will detect and display the broken bones.However, it won't end your pain, and it won't ultimately fix your problem. For that, you're going to need someone who can actually read and interpret the x-ray, and perform the analysis necessary to actually take action, and improve the situation.This is why even the best or most expensive analytics tools still won't do it for you. You still need smart people like yourselves at the helm of the tool in order to get any real improvement. And like any good doctor, we're going to assess the entire situation. We're going to perform triage to figure out which areas need the attention first, such as prioritizing the skull over the finger. After we address that appropriately, maybe by prescribing some drugs to deal with the swelling, we move on to the next issue, and we continue down the line, constantly analyzing, adjusting, improving, and optimizing.Web analytics is a process, and set it and forget it has no place here. We first perform the measurement, we apply analysis and learn from what we see, and then we take action. Our site is constantly changing, our marketing is changing, the tools themselves are changing, and the Web is continually changing; even the world itself is ever changing. We need to make sure our analytics process doesn't become stale, but rather evolves and keeps up with those changes in order to ensure our site is always performing at its best.
  • PDCA(Plan-do-check-act)The four phases in the Plan-Do-Check-Act Cycle involve:Plan: Identifying and analyzing the problem.Do: Developing and testing a potential solution.Check: Measuring how effective the test solution was, and analyzing whether it could be improved in any way.Act: Implementing the improved solution fully.
  • Dimensions define characteristics of users, their sessions & actionsMetrics are quantitative measurements of users actions & sessions
  • Bounce rate is the percentage of visits that go only one page before exiting a site.There are a number of factors that contribute to your bounce rate. For example, visitors might leave your site from the entrance page if there are site design or usability issues. Alternatively, visitors might also leave the site after viewing a single page if they've found the information they need on that one page, and had no need or interest in visiting other pages.
  • There is a solution to this - something that we call “Adjusted bounce rate”. You implement a small tweak to your Google Analytics code, which executes an event when a user has spent over a certain amount of time on the webpage. Depending on the website, the time can range from 10 seconds to few minutes - you should decide for yourself the amount of time you consider the user to be sufficiently engaged with your website or product.Once the event is executed, the visitor is no longer counted as “bounce,” even though no additional pageview is recorded. This will mean your bounce rate will show users who have not spent a required “minimal time” on your website - the ones who have really bounced. 
  • Now let's extend this example to explore the Exit rate and Bounce rate metrics for a series of single-session days on your site.Monday: Page B > Page A > Page CTuesday:  Page B > ExitWednesday:  Page A > Page C > Page BThursday:  Page C > ExitFriday: Page B > Page C > Page AThe % Exit and Bounce rate calculations are:Exit Rate: Page A: 33% (only 3 of 5 sessions included Page A)Page B: 50% (only 4 of 5 sessions included Page B)Page C: 50% (only 4 of 5 sessions included Page C)Bounce Rate:Page A: 0% (no sessions began with Page A, so it has no bounce rate)Page B: 33% (bounce rate is higher than exit rate, because 3 sessions started with Page B, with one leading to a bounce)Page C: 100% (one session started with Page C, and it lead to a bounce)
  • Ad uni
  • Ad units, portals, time on site, bounce, conversions
  • Key words giving conversion & organic search
  • Informs us what content is most searched, relatively changes could be made
  • Transcript of "2 Fundamentals of Google Analytics"

    1. 1. GOOGLE ANALYTICS BASIC INTRODUCTION Friday Explorer(session 2) Presented by Anchal Singh Date: 08-11-2013
    2. 2. Overview • What’s Web Analytics & GA • Who will use GA • Why GA • How to set up a GA Account • How GA works • GA Basics • Fundamentals • What’s in for web • What’s in for Media • What’s in for Social • What’s in for Search
    3. 3. • What’s Web Analytics & GA Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.
    4. 4. Who will use GA Search Web GA Social Media
    5. 5. Why GA To Understand What is Working To Fix Things that Are not Working
    6. 6. PDCA
    7. 7. How to set up a GA account
    8. 8. 1 2
    9. 9. 3
    10. 10. Two ways to add GA Tracking code Place the code in template of website Use Google Tag Manager
    11. 11. Add code to template file
    12. 12. Use Google Tag Manager
    13. 13. How GA works
    14. 14. Google Analytics Basics Dimensions Metrics
    15. 15. Regular tabular representation Dimension Metrics
    16. 16. Dashboard view
    17. 17. Dashboard View
    18. 18. Left Side Navigation
    19. 19. Glossary • Session/Visit • Session time out • Goal • Page Views • Page/Visits
    20. 20. Visitors or users New Returning
    21. 21. Page visit Duration & Time spent on website Page 1 Page 2 08:00 08:05 Session end @ 08:20 Page 3 08:15
    22. 22. Fundamentals
    23. 23. Bounce Page view = 0 Visit Duration = 0 Page 1
    24. 24. Adjusted Bounce Rate Page view = 1 Visit Duration = 2 min Page 1
    25. 25. Exit Rate v/s Bounce Rate Monday Page B Page A Tuesday Page B Exit Wednesda y Page A Page C Thursday Page C Exit Friday Page B Page C Page C Page B Page A • Exit Rate: • Page A: 33% (only 3 of 5 sessions included Page A) • Page B: 50% (only 4 of 5 sessions included Page B) • Page C: 50% (only 4 of 5 sessions included Page C) • Bounce Rate: • Page A: 0% (no sessions began with Page A, so it has no bounce rate) • Page B: 33% (bounce rate is higher than exit rate, because 3 sessions started with Page B, with one leading to a bounce) • Page C: 100% (one session started with Page C, and it lead to a bounce)
    26. 26. What’s in for web? • Vanity URL- Integrating offline initiatives with online • Excluding IPs for tracking • Event tracking • Basic Goal • Ad unit performance(multiple ad units, route working or not etc) • Visitors flow • In page analytics
    27. 27. Visitors flow
    28. 28. Page load
    29. 29. What’s in for Media? • Campaign Performance
    30. 30. What’s in for Search? • Link web master & ad tools
    31. 31. Keywords: Organic
    32. 32. Now soon to be moved to: Queries
    33. 33. Landing pages
    34. 34. Geographical Summary
    35. 35. What’s in for Social? • Social referrals-Code for posts • Data Hub Activity
    36. 36. Thank you
    37. 37. Q&A
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×