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Introduction to google analytics


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  • 1.  Introduction to Google Analytics Jeff Wisniewski University of Pittsburgh Darlene Fichter University of SaskatchewanComputers in Libraries 2012
  • 2. By the end of this session  Have an analytics account  Have tracking code to add to your site  Understand basic web metrics  Understand the GA dashboard and other reports  Create goals and funnels  Create custom reports to track mobile and social media  Learn how to export, mail and schedule reportsComputers in Libraries 2012
  • 3. Poll  Write down two specific things about your website you hope GA will help you to better understand/answerComputers in Libraries 2012
  • 4. IntroductionsComputers in Libraries 2012
  • 5. HousekeepingComputers in Libraries 2012
  • 6. Mandatory Wikipedia Definition Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usageComputers in Libraries 2012
  • 7. Reasons to measure? Usability Resource Institutional Other?Computers in Libraries 2012
  • 8. We can learn…  Who is coming to our site  What they’re doing  How long they stay  The systems they’re using to access our site  If they’re able to complete tasks  How they find usComputers in Libraries 2012
  • 9. Two flavors Log file analysis Page taggingComputers in Libraries 2012
  • 10. Log files…  Are big  Take a long time to ingest  Take a lot of computing power to process  Take up space  Require that you be able to access themComputers in Libraries 2012
  • 11. Poll  Do you have experience with another analytics tool? Which? Pros and cons? Photo by mcw026 cc some rights reservedComputers in Libraries 2012
  • 12. Why GA?  FREE  Industry standard  Lots of folks use it  Easy to use  Web based  Visual  FREEComputers in Libraries 2012
  • 13. Google account If you do not have a Google account please register for one now in Libraries 2012
  • 14. Getting Started 1. Google account 2. Website 3. Access to website codeComputers in Libraries 2012
  • 15. GA Account Log into Let’s GO!Computers in Libraries 2012
  • 16. Computers in Libraries 2012
  • 17. General Info Site URL Account name Time zone infoComputers in Libraries 2012
  • 18. Computers in Libraries 2012
  • 19. Contact infoComputers in Libraries 2012
  • 20. Computers in Libraries 2012
  • 21. EULA (Please take two hours and carefully review the end user license agreement before clicking through)Computers in Libraries 2012
  • 22. Add trackingComputers in Libraries 2012
  • 23. Computers in Libraries 2012
  • 24. * TIP The tracking code can be “included” as part of your page template Photo by BigTallGuy ccComputers in Libraries 2012 some rights reserved
  • 25. *TIP Create TWO profiles for your site, one the “master” profile and the second the “working” profile Photo by Stéfan, Some rights reservedComputers in Libraries 2012
  • 26. Computers in Libraries 2012
  • 27. *TIP You can create multiple profiles for the same site, for example different subsections, to speed reporting Photo by merwing✿littleComputers in Libraries 2012 dear, some rights reserved
  • 28. The GA interfaceComputers in Libraries 2012
  • 29. Menu translation Menu item English translation Dashboard General overview of site activity Intelligence Email and/or text alerts Visitors How man people, where they come from, what systems they’re using Traffic Sources How people are getting to and/or finding your site Content What do people look at on your siteComputers in Libraries 2012
  • 30. Computers in Libraries 2012
  • 31. The Dashboard  Provides an overview of site activity  Many of the metrics here appear elsewhere in GA as wellComputers in Libraries 2012
  • 32. Key metrics METRIC DEFINITION NOTE Bounce rate % of visits that High bounce rate can be immediately left good or bad Goal Page someone reaches once they’ve completed some task Hit Request for a file from a Artifically inflated webserver Pageview Display of a complete webpage Visits Series of pageviews from Within 30 minutes same visitorComputers in Libraries 2012
  • 33. Computers in Libraries 2012
  • 34. Computers in Libraries 2012
  • 35. Computers in Libraries 2012
  • 36. Computers in Libraries 2012
  • 37. Computers in Libraries 2012
  • 38. Dashboard  LIVE!Computers in Libraries 2012
  • 39. TIP! You can customize the dashboard…just click to add a panel or click the “X” in the right hand corner to remove from dashboardComputers in Libraries 2012
  • 40. Intelligence  Alerts  Can be applied to most any event/metric  Email and/or txt messageComputers in Libraries 2012
  • 41. Computers in Libraries 2012
  • 42. *TIP  When you first begin collecting data, or change/add, set an alert for verification that it’s working as expectedComputers in Libraries 2012
  • 43. Visitors  Some Visitors section info repeated in Dashboard  Benchmarking?Computers in Libraries 2012
  • 44. *TIP  New vs. returning, unique visitors, visitor loyalty all rely on cookie data. Caveats:  Browser specific  They expire  They can be blocked or deleted  Public computersComputers in Libraries 2012
  • 45. Rule of thumb TRENDS in the data are more important than the numbers themselvesComputers in Libraries 2012
  • 46. Visitors Photo reserved by Scott ClarkSome rightsComputers in Libraries 2012
  • 47. Computers in Libraries 2012
  • 48. Visitors  Visitor technical information  OS  Browser  Screen color & resolution  Flash  Java  Network properties  Connection speed  MobileComputers in Libraries 2012
  • 49. Visitors: BrowserComputers in Libraries 2012
  • 50. Visitors: MobileComputers in Libraries 2012
  • 51. Benchmarking?Computers in Libraries 2012
  • 52. Visitors LIVE!Computers in Libraries 2012
  • 53. *TIP  Google analytics can also track mobile APP (android and iOS) usage:  in Libraries 2012
  • 54. Traffic Sources  An overview of the different sources that send traffic to your site  Direct  Referring  Search enginesComputers in Libraries 2012 Photo by lambchopsSome rights reserved
  • 55. Traffic Sources  Direct  Access via a bookmark or type in URL directly  Referring  Click to your site from another site  Search engines  Click to your site from search engine resultsComputers in Libraries 2012
  • 56. Traffic Sources Keywords: Terms used to “find” your site via search enginesComputers in Libraries 2012
  • 57. Computers in Libraries 2012
  • 58. Traffic Sources: ReferrersComputers in Libraries 2012
  • 59. *TIP Most tables in GA can be searched to find a specific entryComputers in Libraries 2012
  • 60. Traffic Sources LiveComputers in Libraries 2012
  • 61. ContentComputers in Libraries 2012
  • 62. Content: Top ContentComputers in Libraries 2012
  • 63. Computers in Libraries 2012
  • 64. Content: In page analyticsComputers in Libraries 2012
  • 65. Content LIVEComputers in Libraries 2012
  • 66. Goals  A “goal” is the page which a visitor reaches once they have completed a desired action, such as a registration or download.  A “funnel” is the pages they need to visit on the way to a goal.  EXAMPLE: Library legislative history course sign upComputers in Libraries 2012
  • 67. Goals: Setting up goals and funnels 1. Name the goal something intuitive. In this example it might be “Class Registration” 2. Choose whether or you want the goal to be active (on) now 3. Choose a type of goal. Most library scenario goals will probably fall under the “URL Destination” type, meaning the goal is to get the user to a specific place, in this case the “thank you for registering” page. 4. Enter the URL for this goal page 5. Under “Goal Funnel” click yes 6. On the following page add the URL(s) of the page(s) along the path a user would take to get from the homepage all the way through to the thank you page.Computers in Libraries 2012
  • 68. GoalsComputers in Libraries 2012
  • 69. GoalsComputers in Libraries 2012
  • 70. *TIP Exact match has to be EXACTLY the same as the URL….even leading or trailing spaces will cause it to failComputers in Libraries 2012
  • 71. GoalsComputers in Libraries 2012
  • 72. Exercise  Visit your library website. Fully define two (or more!) goals.  GOAL NAME  GOAL URL  FUNNEL Photo by photofarmerComputers in Libraries 2012 Some rights reserved
  • 73. Advanced segments  Let you group certain types of visits together  User definedComputers in Libraries 2012
  • 74. Advanced SegmentsComputers in Libraries 2012
  • 75. Advanced Segments Examples  iPad users visiting your events calendar  How much traffic is coming from Facebook? Twitter? Both?  How many site visitors connect using dialup?Computers in Libraries 2012
  • 76. Advanced Segments Notes  In some cases GA will suggest variables (operating system for ex.)  Advanced segments take AND &OR statementsComputers in Libraries 2012
  • 77. Advanced segment: Mobile To see all mobile traffic aggregated: 1. Click on the Advanced Segments > Create a new custom segment 2. Under Dimensions click on Visitors 3. Drag the green Mobile rectangle into the dimension or metrics box. 4. Make sure the Condition equals “Matches Exactly” and the Value equals Yes 5. Name the segment and saveComputers in Libraries 2012
  • 78. Advanced segment: Specific mobile To see data for one or more specific mobile platforms: 1. Click on the Advanced Segments > Create a new custom segment 2. Under Dimensions go to Systems > Operating Systems 3. Drag the green Operating Systems rectangle into the dimension or metrics box. 4. Make sure the Condition equals Matches Exactly 5. Choose a mobile OS from the dropdown 6. Name the segment and saveComputers in Libraries 2012
  • 79. Computers in Libraries 2012
  • 80. Advanced segment: Social media 1. Go to Advanced Segments > Create New Custom Segment 2. Choose Dimensions>Traffic Source>Source and drag to the main panel 3. Under matches choose Matches regular expression and enter something like this (including the pipes): ||delicious|linkedin|(Customize for the specific sources you’d like to track) 4. Name the segment and saveComputers in Libraries 2012
  • 81. *TIP Each social media source can also have it’s own segment so that you can track individuallyComputers in Libraries 2012
  • 82. Advanced segments LIVEComputers in Libraries 2012
  • 83. Useful: Date comparisons Photo by TheBusyBrainSome rights reservedComputers in Libraries 2012
  • 84. Comparisons 1. Choose first date range 2. Click “compare to past” 3. Choose second date range 4. ApplyComputers in Libraries 2012
  • 85. Computers in Libraries 2012
  • 86. Useful: Tracking outbound links  Many links on library sites are to third-party destinations  Catalog  Ejournals and databases  Other sites  Cannot, by default, track click activity on outgoing linksComputers in Libraries 2012
  • 87. Useful: Tracking outbound links 1. Insert some code into the <head> of the page(s) on which you want to track outbound links to delay the link by a fraction of a second to give the page tracking code time to load. Google has a script for this: swer=55527 2. Tag the specific link(s) you want to track so that the activity will be recorded in GA using a javascriptonClick statement. 3. Wait 24-48 hours to give GA a chance to collect some data then: 4. IN GA go to Content > Event Tracking > Categories. There should now be a category there called “outbound links”, and within the category, data for each link.Computers in Libraries 2012
  • 88. Useful: Tracking outbound links 1. Insert some code into the <head> of the page(s) on which you want to track outbound links: <script type="text/javascript"> function recordOutboundLink(link, category, action) { _gat._getTrackerByName()._trackEvent(category, action); setTimeout(document.location = " + link.href + ", 100); } </script>Computers in Libraries 2012
  • 89. Useful: Tracking outbound links Tag the specific link(s) you want to track so that the activity will be recorded in GA using a javascriptonClick statement: your link <a href="" onClick="recordOutboundLink(this, Outbound Links,;return false;"> the category the link labelComputers in Libraries 2012
  • 90. Reporting  Analytics allows you to export any of your reports into:  PDF - portable document format. Youll need the free Adobe Reader software in order to view this file.  XML - extensible markup language.  Excel - Microsoft Excel-formatted spreadsheet.  TSV - tab separated values. This format can be read in most spreadsheet applications or text editors.Computers in Libraries 2012
  • 91. *TIP Analytics will export the report with the settings currently showing on your screen, so make sure that your date range and other settings are as you would like themComputers in Libraries 2012
  • 92. Reporting To export a report: 1. Navigate to the report youd like to export. 2. Click Export, below the report title. 3. Select one of the four export format options 4. Your file will be generated automatically.Computers in Libraries 2012
  • 93. Emailing  Reports can be emailed immediately or scheduled  Like exporting, you need to be viewing the exact report you want to email  Note that scheduled reports send data based on the previous day, week, month, or quarterComputers in Libraries 2012
  • 94. Computers in Libraries 2012
  • 95. Computers in Libraries 2012
  • 96. Questions? After the session contact us at:  Jeff Wisniewski  Darlene Fichter darlene.fichter AT usask.caComputers in Libraries 2012
  • 97. Thank youComputers in Libraries 2012
  • 98. Resources Google Analytics Help: Google Code (Technical Documentation): Google Analytics Blog: Official Discussion Groups: in Libraries 2012