Measuring your online
success
Google Analytics
Matt Young
• 86% of businesses who use analytics,
use Google Analytics as their web
metrics software
• But a staggering 82% of them are using
Analytics incorrectly.
• (source: econsultancy)
How to start with Analytics
• Sign up – through Google Account
• Copy given code into each page of
your site
Google Analytics
• Google’s statistics package
• Tracks and records all data
• Data is held anonymously
• Measure, analyse...
Orientation
Google Analytics
1. Who are your visitors?
(Audience)
2. How did they find your site?
3. What did they do when they
were o...
1. Who are your visitors?
• Profile your Audience
(demographics)
1. Visitor Numbers
2. Their location
3. Type of connectio...
Visitor numbers on timeline
Timeframe
Compare to past
(+2 days)
Visitor numbers Table
• Visits
• Unique visitors
• Pages per visit
• Visit duration
• Bounce rate
What’s a bounce rate?
• Bounce Rate is % of single page visits
• measure of visit quality
• high Bounce Rate generally
ind...
Add annotation
1. Audience overview >
Visitor numbers
2. Audience> Demographic> Location
dience> Demographic> Location> City
Type of
connection
4. Type of browser
Audience > Technology > Browsers & OS
How many mobile users?
Audience > Mobile >Overview
Mobile
Audience > mobile >devices & compare to last year…
Discussion
• Which audience figures will be good
KPIs for you?
– Monthly visits
– Bounce rate
– Time on site
– Pages per v...
• What’s your KPIs?
• Number of new visitors –
increasing
• Bounce rate – 20% - 50%
• Ave time on site 1mins – 2:50mins
Other things in Admin
• Add other users to access account
Admin >domain> users
Google Analytics
1. Who are your visitors?
2. How did they find your site?
3.What did they do when they
were on your site?
How did they find
your site?
Traffic Sources
3 types of traffic
• Direct – www.yourname.co.uk
– People that know you
– Print marketing campaign (press/leaflet)
• Referral
– From other si...
Direct
Referral sites
webmail
Links from websites
Referrals
• Are those sites we pay for doing what
they should?
• Are email campaigns working?
• Where am I getting the bes...
Search traffic
• What have people typed into Google
• People who know your brand
• People who don’t
• How can you find out?
• Audience > search >organic>
• Not ‘search engine optimization’
Keyword phrases
brand
Non brand
Excluding brand names
Add to dashboard
• Customize
• Email
• Export
• Add to dashboard
• Shortcut
Discussion
• What KPIs can I include from traffic
sources?
– % non brand related keywords and length
of time and bounce ra...
New Social tracking
• Identify high value networks and
content
• track on-site and off-site user
interaction with your con...
Social network referrals
Google Analytics
1. Who are your visitors?
2. How did they find your site?
3.What did they do when they
were on your site?
What did they do when they were
on your site?
• What page do they land
on?
• What’s your most popular
page?
• How long do ...
Content overview
Top Landing pages
What page do they arrive on?
Content >site content >landing page
How long are they there?
Top exited pages
Content drilldown
• Look at visitor flow instead (audience)
• Don’t worry, we’re nearly done!
Visitor flow
Visitor flow - change variable
Social network
What routes do they use?
• In-Page analytics
• navigation summary – In
page analytics
Content > In Page analytics
Show colour
Discussion
• What KPI can I include for content?
– Increase landing pages for core content
– Issues of any exit pages?
Measuring Online Success
Measuring Online Success
Measuring Online Success
Measuring Online Success
Measuring Online Success
Measuring Online Success
Measuring Online Success
Measuring Online Success
Measuring Online Success
Measuring Online Success
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Measuring Online Success

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Measuring Your Online Success

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  • Throw it at the wall, see what sticks.
  • AudienceTraffoicspourcesContent
  • Unique = unduplicated visitors (all to do with IP address)
  • Advanced, Exclude, brand name and apply
  • If your location isn’t on the Places list, people can add it via the + ButtonThe default location for any new Place you create will be where you are currently located. Also, keep in mind that any Place that you create is public. This means that other people may see your created Place while browsing Facebook or the Places application
  • https://support.google.com/analytics/answer/1033867?hl=en
  • Measuring Online Success

    1. 1. Measuring your online success Google Analytics Matt Young
    2. 2. • 86% of businesses who use analytics, use Google Analytics as their web metrics software
    3. 3. • But a staggering 82% of them are using Analytics incorrectly. • (source: econsultancy)
    4. 4. How to start with Analytics • Sign up – through Google Account • Copy given code into each page of your site
    5. 5. Google Analytics • Google’s statistics package • Tracks and records all data • Data is held anonymously • Measure, analyse, compare and report
    6. 6. Orientation
    7. 7. Google Analytics 1. Who are your visitors? (Audience) 2. How did they find your site? 3. What did they do when they were on your site?
    8. 8. 1. Who are your visitors? • Profile your Audience (demographics) 1. Visitor Numbers 2. Their location 3. Type of connection 4. Type of browser 5. Mobile devices? • Audience section
    9. 9. Visitor numbers on timeline Timeframe
    10. 10. Compare to past (+2 days)
    11. 11. Visitor numbers Table • Visits • Unique visitors • Pages per visit • Visit duration • Bounce rate
    12. 12. What’s a bounce rate? • Bounce Rate is % of single page visits • measure of visit quality • high Bounce Rate generally indicates that site entrance (landing) pages aren’t relevant to your visitors • OR keyword phrases aren’t optimised well enough
    13. 13. Add annotation
    14. 14. 1. Audience overview > Visitor numbers
    15. 15. 2. Audience> Demographic> Location
    16. 16. dience> Demographic> Location> City
    17. 17. Type of connection 4. Type of browser Audience > Technology > Browsers & OS
    18. 18. How many mobile users? Audience > Mobile >Overview
    19. 19. Mobile Audience > mobile >devices & compare to last year…
    20. 20. Discussion • Which audience figures will be good KPIs for you? – Monthly visits – Bounce rate – Time on site – Pages per visit
    21. 21. • What’s your KPIs? • Number of new visitors – increasing • Bounce rate – 20% - 50% • Ave time on site 1mins – 2:50mins
    22. 22. Other things in Admin • Add other users to access account Admin >domain> users
    23. 23. Google Analytics 1. Who are your visitors? 2. How did they find your site? 3.What did they do when they were on your site?
    24. 24. How did they find your site? Traffic Sources
    25. 25. 3 types of traffic
    26. 26. • Direct – www.yourname.co.uk – People that know you – Print marketing campaign (press/leaflet) • Referral – From other sites (back links) – Email marketing campaign – webmail • Search – Some people ALWAYS search – Major search engines – Google, Bing, Yahoo, AOL
    27. 27. Direct
    28. 28. Referral sites webmail Links from websites
    29. 29. Referrals • Are those sites we pay for doing what they should? • Are email campaigns working? • Where am I getting the best backlinking? • Social media indications
    30. 30. Search traffic • What have people typed into Google • People who know your brand • People who don’t • How can you find out?
    31. 31. • Audience > search >organic> • Not ‘search engine optimization’
    32. 32. Keyword phrases brand Non brand
    33. 33. Excluding brand names
    34. 34. Add to dashboard • Customize • Email • Export • Add to dashboard • Shortcut
    35. 35. Discussion • What KPIs can I include from traffic sources? – % non brand related keywords and length of time and bounce rate? – % referrals
    36. 36. New Social tracking • Identify high value networks and content • track on-site and off-site user interaction with your content, • tie it all back to your bottom line revenue through goals and conversions.
    37. 37. Social network referrals
    38. 38. Google Analytics 1. Who are your visitors? 2. How did they find your site? 3.What did they do when they were on your site?
    39. 39. What did they do when they were on your site? • What page do they land on? • What’s your most popular page? • How long do they stay on your site? • What routes do they use?
    40. 40. Content overview
    41. 41. Top Landing pages What page do they arrive on? Content >site content >landing page
    42. 42. How long are they there?
    43. 43. Top exited pages
    44. 44. Content drilldown • Look at visitor flow instead (audience) • Don’t worry, we’re nearly done!
    45. 45. Visitor flow
    46. 46. Visitor flow - change variable Social network
    47. 47. What routes do they use? • In-Page analytics • navigation summary – In page analytics
    48. 48. Content > In Page analytics
    49. 49. Show colour
    50. 50. Discussion • What KPI can I include for content? – Increase landing pages for core content – Issues of any exit pages?
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