Google Analyitcs: Painting by Numbers


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A novice teaching novices what all these numbers mean and what the catches are.

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  • Compare pageviews to unique pageviews. Time on page this before redesign to after redesign. Data is only as good as August 1st. Like a new car, gas mileage is not accurate yet.
  • Quantitative = What? / Qualitative=Why?
  • As defined by Google Analytics. *See Web Analytics Association for their standards:
  • See
  • * What is the type of page? Do you want them to find what they want & move from it quickly?
  • Direct traffic. Keywords are external not internal for public until new version of CMS goes live. Beta possible for Spring semester.
  • These are your storefronts or anchors stores for your site.
  • Google Analyitcs: Painting by Numbers

    1. 1. Painting by Numbers:Google Analytics<br />
    2. 2. So What?<br />Ask yourself “so what” 3 times.<br />What can you do with this data?<br />If you can’t do anything, it’s not useful.<br />
    3. 3. Look for Trends<br />Numbers in a vacuum do not mean much.<br />Can you compare it to something?<br />Can you look at the data over time?<br />42<br />
    4. 4. Don’t Forget Qualitative Data!<br />Must know visitors and pages to interpret analytics data (quantitative).<br />Use surveys, focus groups, or informal chats with visitors to find out about how they use the site (qualitative).<br />
    5. 5. Filter & Segment<br />Make sense of the data by looking at a subset: your subject library or department, new visitors, iPhone users, etc.<br />Combine to create advanced segments: new visitors with iPhones, etc.<br />
    6. 6. What Do All These Numbers Mean?<br />Visits <br />%New Visits<br />Pageviews<br />Pages/Visit<br />Bounce Rate<br />Avg. Time on Site<br />Traffic Sources<br />Content<br />1.02<br />121,585<br />99.05%<br />123,747<br />99.69%<br />00:00:02<br />
    7. 7. Google Analytics Dashboard<br />
    8. 8. Google Analytics Dashboard<br />
    9. 9. Visits & % New Visits<br />Visits<br />Measured by cookies.<br />From the time a site is accessed until browser is closed or user is inactive for 30 minutes.<br />% New Visits<br />Measured by cookies.<br />What about visitors who don’t allow cookies or remove them?<br />
    10. 10. Visits & % New Visits<br />
    11. 11. Visits & % New Visits<br />
    12. 12. Pageviews & Pages/Visit<br />Pageviews<br />An instance of a page being loaded by a browser.<br />Relies on changing URL.<br />Pages/Visit<br />Average number of pages accessed in a visit.<br />“Visit” as defined previously.<br />Activity on rich media (Flash, etc.) sites will not show up as pageviews without special code.<br />
    13. 13. Pageviews & Pages/Visit<br />
    14. 14. Pageviews & Pages/Visit<br />
    15. 15. Bounce Rate<br />Percentage of visits that left your site after a single page<br /><ul><li>Look at what page they are on and where they are going. Did they print the page? Did they go to another Libraries site?
    16. 16. Combine Bounce Rate with Keywords or Avg. Time on Site to find out more.
    17. 17. Prioritize bounce rate by most popular landing page.
    18. 18. Look at particular segments to make sure you aren’t losing visitors you want.</li></li></ul><li>Bounce Rate<br />
    19. 19. Bounce Rate<br />
    20. 20. Avg. Time on Site<br />Calculated by timestamps for each page.<br />No way to tell how much time was spent on last page.<br />Did they find what they want or just give up? What can you really do with this information?<br />
    21. 21. Avg. Time on Site<br />
    22. 22. Avg. Time on Site<br />
    23. 23. Traffic Sources<br />Referring Sites<br />URL where visitor originated before arriving at your site<br />Keywords<br />Search terms that led visitors to your site.<br />“So what?”<br /><ul><li>Try sorting these to find out which give you higher Bounce Rates, fewer Pages/Visit, etc.
    24. 24. Create a segment and look at these areas.</li></li></ul><li>Traffic Sources<br />
    25. 25. Traffic Sources<br />
    26. 26. Content<br />Content<br />why people come to your site & what they are looking for<br />Try viewing as Content by Title<br />Landing Pages<br />core entry points for visitors (not just your home page)<br />Try sorting Top Content or Landing Pages on Unique Pageviews, Bounce Rate, Etc. <br />
    27. 27. Content<br />
    28. 28. Content<br />
    29. 29. Site Overlay<br />Visual representation of what links are being visited on site<br />Puts the data in the context of the site.<br />Use it to decide which links can or should be changed.<br />
    30. 30.
    31. 31. Hands-On Training Sessions<br />
    32. 32. Google Analytics Resources<br />Kyle James’ Presenations<br />Avanish Kaushik&apos;s Blog & Web Analytics an Hour a Day<br />Shelby Thayer&apos;s Blog<br />Web Analytics Association<br />Google Analytics Blog<br />Google Analytics Help:<br />Getting Started<br />Analytics IQ<br />Analytics Help Forum<br />ITS Technology Training Community<br /> and click Google Analytics Resources.<br />
    33. 33. Questions<br />