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      Basic Web + Social M...
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                Measuring ...
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            Designing for ...
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  Measuring online convers...
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Visitors | Subscribers | F...
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 Pageviews | Clickthroughs...
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                Referrers ...
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Search Terms | Keywords | ...
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             Seasonal Traf...
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           Pages Per Visit...
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                    Time o...
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 Popular Links | Popular P...
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        Trends Over Time |...
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             Use Google Ana...
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 1st party, non-obtrusive c...
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                    No rep...
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Laura Lee S. Dooley, Onlin...
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Basic Web + Social Media Metrics: Non eCommerce Sites

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Some of the strategic thinking that goes into deciding what metrics to gather and why. With the understanding that "you can't manage what you can't measure" Dooley takes the viewpoint that metrics are much more than page views and visitors.

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  • Basic Web + Social Media Metrics: Non eCommerce Sites

    1. 1. Using Google Analytics May 29, 2009 Basic Web + Social Media Metrics: Non-eCommerce Sites Laura Lee S. Dooley Online Engagement Strategist World Resources Institute (www.wri.org) twitter.com/lauraleedooley lauralee@wri.org Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    2. 2. Using Google Analytics May 29, 2009 www.wri.org Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    3. 3. Using Google Analytics May 29, 2009 Partner/Donor ip Ambassador/Evangelist ionsh Word of Mouth Relat Repeat Visitor Information Seeker Goal of WRI online communications Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    4. 4. Using Google Analytics May 29, 2009 METRICS MANTRA: “You can’t manage what you can’t measure.” Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    5. 5. Using Google Analytics May 29, 2009 Measuring beyond your website Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    6. 6. Using Google Analytics May 29, 2009 Designing for online conversations Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    7. 7. Using Google Analytics May 29, 2009 Measuring online conversations: Radian 6 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    8. 8. Using Google Analytics May 29, 2009 Measuring online conversations: Radian 6 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    9. 9. Using Google Analytics May 29, 2009 Basic metrics Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    10. 10. Using Google Analytics May 29, 2009 Visitors | Subscribers | Fans-Friends-Followers Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    11. 11. Using Google Analytics May 29, 2009 Pageviews | Clickthroughs | Views-Reach Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    12. 12. Using Google Analytics May 29, 2009 Referrers | Reposts | Retweets Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    13. 13. Using Google Analytics May 29, 2009 Search Terms | Keywords | Tags | Adwords Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    14. 14. Using Google Analytics May 29, 2009 Seasonal Traffic | Topics | Events Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    15. 15. Using Google Analytics May 29, 2009 Regular Traffic Trends Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    16. 16. Using Google Analytics May 29, 2009 Bounce Rate Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    17. 17. Using Google Analytics May 29, 2009 Exit Pages Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    18. 18. Using Google Analytics May 29, 2009 Pages Per Visit | Comments | Posts Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    19. 19. Using Google Analytics May 29, 2009 Time on Site | Time on Page Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    20. 20. Using Google Analytics May 29, 2009 Jon Fravel New v. Returning Visitors Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    21. 21. Using Google Analytics May 29, 2009 Popular Links | Popular Pages | Navigation Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    22. 22. Using Google Analytics May 29, 2009 Geography | Demography Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    23. 23. Using Google Analytics May 29, 2009 Conversion ?!? Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    24. 24. Using Google Analytics May 29, 2009 Trends Over Time | Changing Metrics Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    25. 25. Using Google Analytics May 29, 2009 Using Google Analytics Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    26. 26. Using Google Analytics May 29, 2009 Use Google Analytics to answer … • How are visitors using my site? • How can I make marketing campaigns more effective and accountable? • Am I creating effective content? • How can I improve my site navigation? Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    27. 27. Using Google Analytics May 29, 2009 ga.js PageTracker Code <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-XXXXXXX-X"); pageTracker._trackPageview(); } catch(err) {} </script> Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    28. 28. Using Google Analytics May 29, 2009 1st party, non-obtrusive cookies challenges • Cookies blocked or deleted • Javascript blocked • Cached pages • Javascript error • Mobile device access • NO personally-identifiable info collected Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    29. 29. Using Google Analytics May 29, 2009 No reporting tool is 100% accurate Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    30. 30. Using Google Analytics May 29, 2009 Navigating Google Analytics Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    31. 31. Using Google Analytics May 29, 2009 Key options • Setting active date range • Setting comparison date range • Graphing by day, week, and month • Multi-line graphs • Graph roll-overs • Date exports • Email reports Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    32. 32. Using Google Analytics May 29, 2009 Features • Map Overlay • Adwords Integration • Internal Site Search • Benchmarking, Goals • Funnel Visualization • Customizable views • Open API Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    33. 33. Using Google Analytics May 29, 2009 Dashboard Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    34. 34. Using Google Analytics May 29, 2009 Visitors Traffic Sources Content Goals Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    35. 35. Using Google Analytics May 29, 2009 Customizable graph: Help Center by time and up to 2 metrics Advanced Segments Export Options & Email Setup Report Navigation Settings Help Resources Site Usage Calendar/D Statistics ate Slider Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    36. 36. Using Google Analytics May 29, 2009 Ebb and flow of traffic by day, week, month Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    37. 37. Using Google Analytics May 29, 2009 Correlations between different metrics Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    38. 38. Using Google Analytics May 29, 2009 Content detail vs. site average Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    39. 39. Using Google Analytics May 29, 2009 Breadcrumb Title Narrative Scorecard Additional Reports Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    40. 40. Using Google Analytics May 29, 2009 Content Options Breadcrumb Display Options Title Narrative AdditionalR eports Scorecard Alternative Reports Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    41. 41. Using Google Analytics May 29, 2009 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
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