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Google analytics introduction & user training sf sv2-us Google analytics introduction & user training sf sv2-us Presentation Transcript

  • www.ivantage.co.uk Presentation to J P Morgan Global Equity Derivatives Group Analytics: Introduction & User Training Matt Trimmer Principal Consultant & Managing Director Username: Password: Slides: http://www.slideshare.net/ivantage 1 Wednesday, 30 June 2010 1
  • www.ivantage.co.uk Timings and housekeeping  Start 09:30  Break 11:00-11:15  Lunch 12:30-13:30  Break 15:15-15:30  Wrap-up 17:00  Nearest fire exit  Toilets  Water, coffee, and refreshments 2 Wednesday, 30 June 2010 2
  • www.ivantage.co.uk Course Overview  Session 1 – The Google Analytics reporting interface  Accessing Google Analytics  The Google Analytics Dashboard  Editing your Dashboard  E-mailing your Dashboard  E-mailing your Dashboard to colleagues  E-mailing your Dashboard in accordance with a schedule  Exporting your Dashboard  E-mailing and exporting reports 3  Understanding Google Analytics graphs, graphing options, date range and Wednesday, 30 June 2010 3
  • www.ivantage.co.uk Course Overview  Session 2 – Tasks, Goals and Funnels  What is possible with Web Analytics?  What is possible with GA?  Google Analytics and your website’s Goals  Configuring a basic Goal  Placing a value on a Goal  The $index value  Key Performance Indicators (KPIs) and your site  Google Analytics and Key Performance Indicators (KPIs) 4 Wednesday, 30 June 2010 4
  • www.ivantage.co.uk Course Overview  Session 3 – Visits, visitors, traffic and website campaigns  How does GA measure visitors  The ‘Visitors’ report suite  Using, building and applying ‘Advanced Segments’  Reporting on your marketing campaigns  The ‘Traffic Sources’ report suite  Tagging Google Adwords  Tagging other PPC campaigns  Tagging e-mail campaigns  Tagging display advertising  Tagging off-line advertising  When not to tag campaigns 5 Wednesday, 30 June 2010 5
  • www.ivantage.co.uk Course Overview  Session 4 – Interaction and website content  Reporting on what users are doing on your site  The ‘Content’ and ‘Goals’ report suites  Reporting on what users are searching for on your site  The ‘Site Search’ tool  Reporting on what users are interacting with on your site  The ‘Site Overlay’ tool  The ‘Event Tracking’ module  Creating ‘Custom Reports’ 6 Wednesday, 30 June 2010 6
  • www.ivantage.co.uk Introductions  First  Me (Matt Trimmer) & ivantage overview  In a moment  You  Your role  Your department/website/website area  Your objectives for attending today 7 Wednesday, 30 June 2010 7
  • www.ivantage.co.uk Me  Founder, Principal Consultant and Managing Director of ivantage  Love the Internet, 23 years IT, technical experience, 14 years Internet  One of 15 Google Accredited Seminar Leaders Globally 8 Wednesday, 30 June 2010 8
  • www.ivantage.co.uk About ivantage  Established in 2002  Independent  36rd Ranked UK Agency according to New Media Age rankings  Only agency in UK with these three Google certifications 9 Wednesday, 30 June 2010 9
  • www.ivantage.co.uk Urchin and Google, March 28th 2005  Urchin on Demand > Google Analytics  Urchin Software > Urchin Software from Google 10 Wednesday, 30 June 2010 10
  • www.ivantage.co.uk What we do  We help grow online businesses by  Generating web site traffic through  Paid Search (PPC)  Natural Search (SEO)  Social media marketing  Display advertising  E-mail marketing  Analyzing web site traffic using  Web Analytics to accurately analyse how visitors find and interact with websites  Converting web site traffic using  Conversion Rate Optimisation to convert visitors into customers or clients 11 Wednesday, 30 June 2010 11
  • www.ivantage.co.uk How we do it  We help grow online businesses by generating, analyzing and converting web site traffic:  Using bright, well-trained people who are passionate about what they do  Finding, harnessing and deploying innovative, affordable Internet marketing technology  Planning and executing intelligent campaigns that deliver measurable results  Seeking to continually improve return on client marketing spend  Ensuring high standards of service and client care  Building strong, enduring client relationships  Innovating to add additional value to client relationships  Following ethical business and technical practices  Delivered through  Professional services  Training 12 Wednesday, 30 June 2010 12
  • www.ivantage.co.uk Our vision  To be the Internet’s leading performance-driven Internet marketing agency 13 Wednesday, 30 June 2010 13
  • www.ivantage.co.uk Professional services  Traffic generation  Search Engine Marketing  Paid search – PPC  PfP Manage  SMA Manage  Natural Search – SEO  SEO Manage  SMO Manage  Display Advertising  PfP Manage  Email Marketing  Email Manage  Traffic analysis  Web analytics implementation  Accelerator services  Web analytics interpretation  Insight services  Web analytics support  Trouble Shooter services  Traffic conversion  Conversion optimisation  Landing Page Optimisation  Post-Click Optimisation  A/B and Multivariate testing  Voice of Customer Analytics 14 Wednesday, 30 June 2010 14
  • www.ivantage.co.uk Training (Public or private on-site)  Google Analytics  Google Analytics: Introduction & User Training  Google Analytics: Advanced Technical Implementation  Google Adwords  Google AdWords 101: Introduction & Fundamentals  Google AdWords 201: Optimizing your Campaign  Google AdWords 301 & 302: Advanced Adwords Management and Optimization  Google Website Optimizer  Google Website Optimizer: Introduction to landing page optimisation  Urchin Software from Google  Urchin Software: Introduction & User Training  Urchin Software: Advanced Technical Implementation  Urchin Software: Developing Custom Reports  Search Engine Optimisation (SEO)  SEO: Strategy and on-page fundamentals  SEO: Link building and Social Media Optimisation  Social Media Marketing  SMM: Strategy and SMM & SMO fundamentals  SMM: Social Media Optimisation 15 Wednesday, 30 June 2010 15
  • www.ivantage.co.uk Who we do it for – multi-channel retail 16 Wednesday, 30 June 2010 16
  • www.ivantage.co.uk Who we do it for – business to business 17 Wednesday, 30 June 2010 17
  • www.ivantage.co.uk Who we do it for – Non-Governmental Organisations and Governmental Organisations 18 Wednesday, 30 June 2010 18
  • www.ivantage.co.uk Introductions – your turn!  You  Your role  Your department/website/website area  Your objectives for attending today 19 Wednesday, 30 June 2010 19
  • www.ivantage.co.uk How many ways are there to access GA?  Three 20 Wednesday, 30 June 2010 20
  • www.ivantage.co.uk Accessing Google Analytics  Available at  http://google.co.uk/analytics or  Via Google Account or  Via Google Adwords 21 Wednesday, 30 June 2010 21
  • www.ivantage.co.uk Exercise  Log in to Google Analytics at http://google.co.uk/ analytics  How are you accessing GA?  Are you using your own email address? 22 Wednesday, 30 June 2010 22
  • www.ivantage.co.uk Note  Don’t share a log-in with colleagues!  Don’t use a generic team-based log in!  Security and confidentially issue  GA has four “personal” features  Dashboards  Advanced Segments  Custom Reports  Emailing reports 23 Wednesday, 30 June 2010 23
  • www.ivantage.co.uk Exercise  Go to Analytics Settings > User Manager  What observations would you make about your list of users? 24 Wednesday, 30 June 2010 24
  • www.ivantage.co.uk Why a Google Account?  Personality attached to a email address of your choice  Not related to Gmail or Google Mail  Central access to all Google services  Single-sign on  Customise pages  More relevant search results 25 Wednesday, 30 June 2010 25
  • www.ivantage.co.uk Note  All GA users must have a Google Account  GA Administrator also needs to add Google Account to GA  Don’t allow users to access with personal email addresses  Gmail, Hotmail, etc  Security and confidentially issue  Ensure users use their correct (not aliased) corporate email addresses 26 Wednesday, 30 June 2010 26
  • www.ivantage.co.uk Exercise – if you are not accessing GA  Go to google.co.uk  Search for “google account”  Select “Create an Account now”  Complete the form  Verify the email when you next can  Use this account from now on 27 Wednesday, 30 June 2010 27
  • www.ivantage.co.uk How to get a Google Account 28 Wednesday, 30 June 2010 28
  • www.ivantage.co.uk Accessing a GA Account 29 Wednesday, 30 June 2010 29
  • www.ivantage.co.uk Exercises – editing and e-mailing your  Delete reports from your dashboard  Email it to your self  Email it to a colleague  Set-up an e-mail schedule  Set-up a second e-mail schedule  With date comparison  Delete one schedule  Managed scheduled emails 30 Wednesday, 30 June 2010 30
  • www.ivantage.co.uk Exercises – exporting your dashboard and  Export your dashboard to PDF  Export All Traffic Sources to csv for Excel  Export Visitors Overview to TSV  Email All Traffic Sources to a colleague  Export Visitors Overview to a colleague every week with a date comparison 31 Wednesday, 30 June 2010 31
  • www.ivantage.co.uk Exercises – understanding graphs  Change the Visits plot metric to Pageviews on your dashboard  Change the Visits plot metric to % New Visits on your dashboard  Compare Visits with % New Visits  Look at the Ave. Time on Site for the last calendar month  Look at the Ave. Time on Site for the week 2 of last calendar month  Compare the month just gone with the same month last year  Compare the Ave. Time on Site for the week 2 of last calendar month with week 2 of the month before 32 Wednesday, 30 June 2010 32
  • www.ivantage.co.uk Break time 33 Wednesday, 30 June 2010 33
  • www.ivantage.co.uk What’s possible with Web Analytics  How visitors found your web site  What visitors are doing on your web site  Not WHY they are doing it!  Domain of usability/customer experience  Onsite surveys  Sampling visitors arriving/leaving  Heuristic reviews  Experts reviewing your site against a set of criteria (heuristics)  Conversion Rate Optimisation  A/B testing  A/B/n testing  Multi-variate testing  Usability tests  Representative customers completing tasks 34 Wednesday, 30 June 2010 34
  • www.ivantage.co.uk What’s possible with GA?  How visitors found your website  What visitors are doing on your website  Not why!  Outcomes focused  Goals 35 Wednesday, 30 June 2010 35
  • www.ivantage.co.uk Goals  Goals should be commercial  The commercial goals of your website  Goals should map to visitor tasks  Visitors visit sites to accomplish tasks  Tasks normally have a series of steps  Funnel  Measure conversion through the task  When goals match user tasks  Harmony ensues! 36 Wednesday, 30 June 2010 36
  • www.ivantage.co.uk The importance of goals for you  Commercially justify your work  Focus your work  Prioritise your work 37 Wednesday, 30 June 2010 37
  • www.ivantage.co.uk The importance of goals for you  Goals map to business metrics  Enable you to build a business case for  Analytics investment  Analysis investment  Action investment  Goals focus on important paths and entrances  Enable you to home-in on problem areas  Reverse Goal Path  Conversion to goals by traffic source  Monetize goals  Enable you to prioritise areas to analyse and optimise  Give goals a goal value  Analyse $ Index  (Goal Value + E-commerce value)/unique page views  Page up-to goal contribution  Focus on high $ Index pages for improvement 38 Wednesday, 30 June 2010 38
  • www.ivantage.co.uk Goals and funnels  You can use Regular Expressions (RegEx) to gain insight into the funnel path:  User exhibits behavior:  Page 1 = /index.html  Page 2 = /category-footwear.html  Page 3 = /category-clothing.html  Page 4 = /category-headwear.html  Page 5 = /products/kangol-tropic-player-trilby.html  Page 6= /cart/basketview.html  Page 7= /cart/registration.html  Page 8 = /cart/paymentoptions.html  Goal = /cart/salesorderconfirmation.html  Need to know conversion rate of categories to products to purchase:  Step 1: index.html  Step 2-4: ^/category.*/  Step 5: ^/products.*/  Step 6: ^/cart/basketview.html  Step 7: ^/cart/registration.html  Step 8 : ^/cart/paymentoptions.html  Goal: ^/cart/salesorderconfirmation.html 39 Wednesday, 30 June 2010 39
  • www.ivantage.co.uk Goal and funnel behavior 40 Wednesday, 30 June 2010 40
  • www.ivantage.co.uk Exercise  What are the goals for your website?  Can you see how they are reported? 41 Wednesday, 30 June 2010 41
  • www.ivantage.co.uk Key Performance Indicators (KPIs)  A metric  Miles per Hour (mph)  Defining progress to an objective  To reach the legal motorway speed limit of 70 mph  Enabling you to take corrective action  Accelerate or brake  Speedometer  Web Analytics package 42 Wednesday, 30 June 2010 42
  • www.ivantage.co.uk KPI Examples Objective Metric Affect on Metric Increase people visiting Absolute Unique Visitors Increase Increase traffic Visits Increase Increase visits from members Returning Visits Increase Increase sales Transactions Increase Increase leads Goal x (Leads) Increase Increase new visits to the site % New Visits Increase Increase site interaction Average Page Views Increase Decrease short visits Bounce rate Decrease 43 Wednesday, 30 June 2010 43
  • www.ivantage.co.uk Exercise – Your KPIs and goals  What are your KPIs for your web business?  Do they include goals and if so which goals?  Using notepad, map your goals through as though you were a visitor to your site 44 Wednesday, 30 June 2010 44
  • www.ivantage.co.uk Lunch time 45 Wednesday, 30 June 2010 45
  • www.ivantage.co.uk How does GA measure visitors? 46 Wednesday, 30 June 2010 46
  • www.ivantage.co.uk Installing Google Analytics  Sign-up  Directly at Google Analytics or via  Your Adwords “Analytics” tab  Get the code  Install on to every page on your website! 47 Wednesday, 30 June 2010 47
  • www.ivantage.co.uk Visit www.google-analytics .com 48 Wednesday, 30 June 2010 48
  • www.ivantage.co.uk Sign Up 49 Wednesday, 30 June 2010 49
  • www.ivantage.co.uk Enter to your website 50 Wednesday, 30 June 2010 50
  • www.ivantage.co.uk Enter your contact details 51 Wednesday, 30 June 2010 51
  • www.ivantage.co.uk Agree the ToS 52 Wednesday, 30 June 2010 52
  • www.ivantage.co.uk The Google Analytics Terms of Service  Free  Up to five million (5,000,000) page views per month per account; or  An active Adwords campaign with Google which is in good standing  An active AdWords account is  One active and running Campaign  A minimum budget of $1 per day  or the equivalent amount in a non-U.S. currency  http://www.google.com/support/googleanalytics/bin/answer.py? hl=en&answer=55476 53 Wednesday, 30 June 2010 53
  • www.ivantage.co.uk The Google Analytics Terms of Service  Privacy  8.1 You will not associate (or permit any third party to associate) any data gathered from Your Website(s) (or such third parties' website(s)) with any personally identifying information from any source as part of Your use (or such third parties' use) of the Service.  You will have in place in a prominent position on your Website (and will comply with) an appropriate privacy policy. You will also use reasonable endeavours to bring to the attention of website users a statement which in all material respects is as follows:  “This website uses Google Analytics, a web analytics service provided by Google, Inc. (“Google”). Google Analytics uses “cookies”, …” 54 Wednesday, 30 June 2010 54
  • www.ivantage.co.uk Get the code (GAAC) 55 Wednesday, 30 June 2010 55
  • www.ivantage.co.uk Install on every page of your site Website Immediately before the </body> <script type="text/javascript"> var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www."); document.write(unescape("%3Cscript src='" + gaJsHost + "google- analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E")); </script> <script type="text/javascript"> try { var pageTracker = _gat._getTracker("UA-9030141-1"); pageTracker._trackPageview(); } catch(err) {}</script> 56 Wednesday, 30 June 2010 56
  • www.ivantage.co.uk How Google Analytics works Website 57 Wednesday, 30 June 2010 57
  • www.ivantage.co.uk How Google Analytics works Website cookies 58 Wednesday, 30 June 2010 58
  • www.ivantage.co.uk Urchin and GA cookies UTMa - Unique visitor cookie, lasts for 2 years from set or update on every page view UTMb - Visit cookie, lasts for 30 minutes from every page view UTMc - Visit end cookie, not set to expire, does so when browser closes UTMz - Campaign visit tracking cookie, determines traffic sources, lasts for 6 months from set or update on every page view UTMv - Not always set, requires the _setVar() command 59 Wednesday, 30 June 2010 59
  • www.ivantage.co.uk The ___utm.gif request from the ga.js to Google __utm.gif?utmwv=6.3&utmn=101027544&utmsr=1280x854&utmsc=32-bit&utmul=en&utmje=1&utmjv=1.5&utmfl=7.0 r24&utmdt=My%20Website&utmhn=www.site.com&utmp=/index.html&utmac=UA-51244-4&utmcc=__utma %3D117945243.823564440.1131054947.1131080858.1133834608.4%3B+__utmb%3D117945243%3B+__utmc %3D117945243%3B+__utmz%3D117945243.1131054947.1.1.utmccn%3D%28Spring%20Sale%29%7Cutmcsr%3D%28google %29%7Cutmcmd%3D%28ppc%29% %7Cutmtm%3D%28shoes%29%3B Screen Resolution: 1280x854 Page Title: My Site Screen Colors: 32-bit Filename: /index.html Browser Language: English(en) Visits: 4 Java Enabled? Yes (1) Campaigns Clicked: 1 Java Version: 1.5 Campaign: Google(PPC) Spring Sale (shoes) 60 Wednesday, 30 June 2010 60
  • www.ivantage.co.uk What are “Fortune” Cookies? • Text files sent to browsers by websites • 1ST or 3rd party • Visit apple.com • apple.com issues cookies (1st party) • If banana.com attempts to issue cookies (3rd party) • Session and persistent • Session • Last for 30 minutes of inactivity • Persistent • Lasts for 6 months 61 Wednesday, 30 June 2010 61
  • www.ivantage.co.uk Persistent cookies Cookie not present Page Browser web server New Visitor Browser Cookie present web Cookie server cookies Returning Visitor 62 Wednesday, 30 June 2010 62
  • www.ivantage.co.uk Weaknesses of cookies? • Machine dependant • As close as we can get to a person • Although modern OSs have multiple user IDs • User 1, User2, User 3 • Can be cleared • Worst scenario? • Can be blocked/not accepted • Most E-commerce sites use 1st party cookies to make basket function • So blocking 1st party cookies degrades your Internet experience • 3rd party cookies are often blocked 63 Wednesday, 30 June 2010 63
  • www.ivantage.co.uk Visits and visitors - key metrics  Visits  The number of visits received by your site is the most basic measure of how effectively you promote your site.  Visitor type  New  New Cookie  Returning  Existing Cookie  Absolute Unique Visitors (Uniques)  How many people (unique cookies issued) came to your site?  This report graphs people instead of visits  All visits from the same user for the entire active date range  Aggregated so that they will be counted as a single absolute unique visitor  Regardless of how many different days they visited your site and how many times they visited your site on each day 64 Wednesday, 30 June 2010 64
  • www.ivantage.co.uk Accurate visitor tracking? • JavaScript Page Tagging • With a .gif • Every request for a page is counted (even a refresh) • Pageviews • Unique Pageviews • Search engines do not understand JavaScript • Cookies • 1st party • Search engines do not generally accept Cookies • Our stats may miss some types of visitor? 65 Wednesday, 30 June 2010 65
  • www.ivantage.co.uk Advanced Exercise – looking at cookies  Use Firefox and delete cookies  Observe the settings of your cookies as you visit the site from Google organic  With IE – download IE cookie viewer from Nirsoft.net 66 Wednesday, 30 June 2010 66
  • www.ivantage.co.uk Break time 67 Wednesday, 30 June 2010 67
  • www.ivantage.co.uk How fresh are the GA website statistics?  Officially  24 hours  Normally  About 2-3 hours 68 Wednesday, 30 June 2010 68
  • www.ivantage.co.uk A tour of GA • Dashboards • Marketing Optimization • Content Optimization • E-Commerce Analysis • IT Reports 69 Wednesday, 30 June 2010 69
  • www.ivantage.co.uk The User-Defined Segment  Set using a JavaScript function  Assign users on a page load  <body onLoad="javascript:pageTracker._setVar(‘Page X Viewers');">  Assign users to a segment when a link is clicked  <a href="link.html" onClick="pageTracker._setVar(‘Link X followers');">Click here</a> 70 Wednesday, 30 June 2010 70
  • www.ivantage.co.uk The User-Defined Segment  Assign visitors to a segment based on their form selection  In this example, visitors are assigned to a segment according to their selection in a form. <form onSubmit="pageTracker._setVar(this.mymenu.options [this.mymenu.selectedIndex].value);"> <select name=mymenu> <option value=“Male (18-30)">Male (18-30)"> option> <option value="Male (30-65)">Male (30-65)"> </option> <option value="Male (65+)"> Male (65+)"> </option> <option value=" Female (18-35)">Female (18-35)"> </option> <option value=" Female (30-65)">Female (30-65)"> </option> <option value=" Female (65+)">Female (65+)"> </option> Voucher codes at checkout  Measure off-line marketing promotions  What‘s important for you to know about your visitors? 71 Wednesday, 30 June 2010 71
  • www.ivantage.co.uk Traffic Sources - key concepts  Search Engines  Direct  Referrals  Campaign, Medium and Source 72 Wednesday, 30 June 2010 72
  • www.ivantage.co.uk Tagging other media  Campaign tracking URL builder  http://www.google.com/support/analytics/bin/answer.py? hl=en-uk&answer=55578The table lists all the pages which were viewed on your site. 73 Wednesday, 30 June 2010 73
  • www.ivantage.co.uk Campaign tracking examples 74 Wednesday, 30 June 2010 74
  • www.ivantage.co.uk Integrating Google Adwords with Analytics  Integrating Adwords requires three steps  In Adwords  Adwords linked to Analytics via Adwords tab  Auto-tagging enabled  In Analytics  Adwords linked to Analytics via Adwords tab  Apply cost data checked 75 Wednesday, 30 June 2010 75
  • www.ivantage.co.uk Integrating Google Adwords with Analytics 76 Wednesday, 30 June 2010 76
  • www.ivantage.co.uk Autotagging 77 Wednesday, 30 June 2010 77
  • www.ivantage.co.uk Apply cost data  Top Content 78 Wednesday, 30 June 2010 78
  • www.ivantage.co.uk Feedback  http://www.ivantage.co.uk/feedback  support@ivantage.co.uk  Write an honest, considered and fair review to receive for each day attended: 79 Wednesday, 30 June 2010 79
  • www.ivantage.co.uk Getting help  support@ivantage.co.uk for 60 days  Google Analytics Support (http://www.google.com/analytics/support.html)  Setup Checklist  http://www.google.com/analytics/discover_analytics.html  Help Center  http://www.google.com/support/analytics/?hl=en  User Forums  http://www.google.com/support/forum/p/Google+Analytics/?hl=en  Google Code  http://code.google.com/intl/en/apis/analytics/  Google Analytics blog  http://analytics.blogspot.com/  80 Wednesday, 30 June 2010 80
  • www.ivantage.co.uk The End 81 Wednesday, 30 June 2010 81