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Web Analytics,[object Object],Presented by Massimo Paolini,[object Object],MPThree Consulting Inc.,[object Object],www.mpaolini.com,[object Object],408-256-0673,[object Object]
Web Analytics is aboutIncreasing Revenue,[object Object]
What We’ll Cover,[object Object],What is Web Analytics,[object Object],What can I do with WA,[object Object],What will you get from WA,[object Object],How do I install GA,[object Object],Accounts & profiles,[object Object],How do I configure GA,[object Object],What are goals and how do I configure them,[object Object],What basic reports can I use with GA,[object Object],How do I configure the reports,[object Object],Q & A,[object Object]
What is Web Analytics,[object Object],“Web Analytics is the measurement, collection, analysis and reporting of internet data for the purpose of 	understanding and optimizing Web usage.”,[object Object],[object Object]
Note remove Omniture and Webtrends and move animation to to GAoptimizing,[object Object],understanding,[object Object]
Understanding and Optimizing`,[object Object],Understanding the results of your marketing efforts across all mediums,[object Object],And then…,[object Object],Optimizing your website to capture and convert those visitors,[object Object],Rinse & repeat,[object Object]
What will you get from Web Analytics?,[object Object],You will know exactly where your clients are coming from.,[object Object],How much time/money it costs you to find them.,[object Object],How satisfied they are with the course you mapped for them.,[object Object],Where you are losing your customers.,[object Object],Where to focus your time.,[object Object],Analytics allow you to spend less time making more money.,[object Object]
Google Analytics Intro (SVCC 2010)
What will you get from Web Analytics,[object Object]
What is Web Analytics,[object Object],What can I do with WA,[object Object],What will you get from WA,[object Object],Next:How do I install WA,[object Object]
The setup and creation of a Google Analytics account is very easy, free and allows you to receive data that you can use  towards understanding your website traffic.,[object Object],1   Begin by going to the free sign-up page at:,[object Object],http://www.google.com/anal,[object Object],ytics/sign_up.html,[object Object],NOTE:  If you already have an AdWords account you should open a GA account from there.  This allows  campaigns to automatically be tracked and cost & impression data imported.,[object Object],http://www.google.com/analytics/sign_up.html,[object Object],1,[object Object],Creating a Google Analytics Account,[object Object]
1. When creating a stand alone account the only difference is it's limited to:,[object Object],   5M page views per month,[object Object],   3K visitors per month,[object Object],Other than this they are both exactly the same.,[object Object],You may use any individual email address when signing up. ,[object Object],This demo will use a Gmail account creating a standalone GA account.,[object Object],  2. Existing Google email,[object Object],  3. Create new Gmail Acct,[object Object],1,[object Object],Stand Alone vs through Ad Words account,[object Object],2,[object Object],Creating a Google Analytics Account,[object Object],3,[object Object]
1.  Start the creation of a Google Analytics account by going to:,[object Object],http://www.google.com/ analytics,[object Object],2. Click on the,[object Object], "Sign Up Now" link,[object Object],1,[object Object],http://www.google.com/analytics/,[object Object],Creating a Google Analytics Account,[object Object],2,[object Object]
1.  Enter the URL of the site for this account.,[object Object],2.  Enter any name for the account or leave as the site name.,[object Object],3.  Select the correct "Time Zone Country" for the site.,[object Object],4.  Select the correct "Time Zone" for the site.,[object Object],5.  Click on Continue,[object Object],Creating a Google Analytics Account,[object Object],1,[object Object],2,[object Object],3,[object Object],4,[object Object],5,[object Object]
1.  Enter your last name,[object Object],2.  Enter your first name,[object Object],3.  Select country or territory,[object Object],4.  Click on Continue,[object Object],1,[object Object],Creating a Google Analytics Account,[object Object],2,[object Object],3,[object Object],4,[object Object]
1.  Check "Yes" on the Agree to Terms and Conditions.,[object Object],2.  Click "Create New Account " button.,[object Object],Creating a Google Analytics Account,[object Object],1,[object Object],2,[object Object]
Lastly you are provided the Google Analytics Tracking Code.,[object Object],This code is accessible at anytime via your account.,[object Object],1. Follow the directions for copying & pasting it to each page on your site for tracking.,[object Object],1,[object Object],Creating a Google Analytics Account,[object Object],1,[object Object]
1. Once your account is created it can be accessed at :,[object Object],http://www.google.com/ analytics,[object Object],2. Click on the "Access Analytics" button,[object Object],3.  Log in using the Gmail account credentials entered during sign-up.,[object Object],1,[object Object],http://www.google.com/analytics/,[object Object],Creating a Google Analytics Account,[object Object],2,[object Object]
What is Web Analytics,[object Object],What can I do with WA,[object Object],What will you get from WA,[object Object],How do I install GA,[object Object],Next:Accounts & profiles,[object Object]
A Google Analytics profile is a set of configuration parameters that define a report.,[object Object],You need at least one profile in your account to view  your data.,[object Object],1. Your first profile is automatically created at the end of your GA account sign-up process.,[object Object],1,[object Object],Using Accounts and Profiles,[object Object]
One website can have multiple separate reports.,[object Object],1. By creating 2 profiles for  U.S. Vistorsvs European visitors you would have:,[object Object],[object Object]
Two Profiles
Generating two report sets.U.S visitors,[object Object],1,[object Object],Using Accounts and Profiles,[object Object],European Visitors,[object Object]
Multiple Websites,[object Object], Multiple Profiles,[object Object],1. If you have multiple websites you would create separate profiles for each (domain) within the same GA account.,[object Object],Thus allowing you to have reports for each and desired filters applied to them respectively. ,[object Object],Note: Creating a new profile for a new domain generates a new  Async.  ,[object Object],See Deploying Async as part of our series to implement this new domain Asynccode.,[object Object],1,[object Object],Using Accounts and Profiles,[object Object]
Multiple  Functions/ Divisions,[object Object], Multiple Profiles,[object Object],1. If there are different functions or divisions within a business, you would commonly create separate profiles for them.,[object Object],Thus allowing those responsible for that division to have their own reports.,[object Object],1,[object Object],Using Accounts and Profiles,[object Object]
Single Website,[object Object], Multiple Profiles,[object Object],1. On a website with separate responsibilities such as Customer Support vs Marketing you would create a separate profile.,[object Object],Using Accounts and Profiles,[object Object],1,[object Object]
Once you have setup your profiles, you cannot create an aggregate report in the future.,[object Object],There is no ability to rollup the individual reports.,[object Object],A method you could use is to produce an aggregate report first and then use filters to generate the separate reports.,[object Object],Aggregate Report,[object Object],Using Accounts and Profiles,[object Object],Filtered Report,[object Object],Filtered Report,[object Object],Filtered Report,[object Object],Filtered Report,[object Object]
What is Web Analytics,[object Object],What can I do with WA,[object Object],What will you get from WA,[object Object],How do I install GA,[object Object],Accounts & profiles,[object Object],Next:How do I configure WA,[object Object]
Edit the profile,[object Object],Change the default page if you use something other than the standard.,[object Object],If you’re using an eCommerce site turn this one here.,[object Object],Turn Site search on and add the appropriate parameter,[object Object],Connect to your Adsense account,[object Object],Configure GA,[object Object]
What is Web Analytics,[object Object],What can I do with WA,[object Object],What will you get from WA,[object Object],How do I install GA,[object Object],Accounts & profiles,[object Object],How do I configure GA,[object Object],Next:goals and how to configure them,[object Object]
Why does your site exist?,[object Object],What are the goals for your site?,[object Object],Get more leads,[object Object],Increase sales,[object Object],Increase downloads,[object Object],Increase usage of FAQ/help,[object Object],Are there any other goals besides these?,[object Object],Without a goal, Web Analytics is just a huge collection of data,[object Object]
Web Analytics Goals,[object Object],Some goals are very obvious,[object Object]
Web Analytics Goals,[object Object],When we use this site we know what to do,[object Object]
Web Analytics Goals,[object Object],Others are more subtle about it,[object Object]
Web Analytics Goals,[object Object],Other goals are in between and don’t have the same immediate monetary results,[object Object]
Web Analytics Goals,[object Object],Lastly some have goals but leave it up to you to figure them out.,[object Object]
Web Analytics Goals,[object Object],Back on the settings screen is another section called goals.,[object Object]
Web Analytics Goals,[object Object],Set the name, goal position (there are 20), type, and details.,[object Object],If you need to mesure steps then use a funnel.,[object Object],You can measure virtual pages.,[object Object]
The ugly truth,[object Object],Most people think this is how the internet works?,[object Object],Shopping Cart,[object Object],Shipping information,[object Object],Payment information,[object Object],Thank you for shopping with us,[object Object],428 People,[object Object],428 People,[object Object],428 People,[object Object]
What is Web Analytics,[object Object],What can I do with WA,[object Object],What will you get from WA,[object Object],How do I install GA,[object Object],Accounts & profiles,[object Object],How do I configure GA,[object Object],Next:What basic reports can I use with GA,[object Object]
What is Web Analytics,[object Object]
Ask a Question,[object Object],of your data,[object Object]
What is Web Analytics,[object Object]
What is Web Analytics,[object Object]
What is Web Analytics,[object Object]
What is Web Analytics,[object Object],What can I do with WA,[object Object],What will you get from WA,[object Object],How do I install GA,[object Object],Accounts & profiles,[object Object],How do I configure GA,[object Object],What basic reports can I use with GA,[object Object],Next:How do I configure the reports,[object Object]
Date Range Selector,[object Object],What is Web Analytics,[object Object]
Google Analytics Intro - Reports,[object Object],To adjust the date range to something other than the default last 30 days, click anywhere on the date area.,[object Object],This expands that section to show the:,[object Object],    Date Range Selector ,[object Object],Which shows the previous 30 days (not including the current day).,[object Object]
Google Analytics Intro - Reports,[object Object],Selecting quick data ranges:,[object Object],Week:,[object Object],Click on the rounded portion of the desired week.,[object Object],Day:,[object Object],Click on the individual date.,[object Object],Month:,[object Object],Click on the month name,[object Object]
Google Analytics Intro - Reports,[object Object],"Compare to Past" feature,[object Object],Today is July 1st, so by default the month of June is selected for traffic to view.,[object Object],Checking the Compare to Past option allows you to compare your date range with the identical previous period.,[object Object],In this case it selects the month of May which is exactly the Month period prior to the month of June.,[object Object],Graph comparing traffic based on date ranges selected.,[object Object]
Google Analytics Intro - Reports,[object Object],Data Comparison,[object Object],The metrics (numbers) reflect:,[object Object],Green = increase over period.,[object Object],Red = Decrease over period.,[object Object],* Bounce rate is the inverse.  If positive will show red as this is not ideal.,[object Object]
Google Analytics Intro - Reports,[object Object],Optimize,[object Object], Comparison Date Range,[object Object],If the default second date range (May in this case) does not align the days of the week with June:,[object Object],        Mon - Mon,[object Object],        Tues - Tues,[object Object],         etc...,[object Object],Then you should attempt to adjust the date range to match the days of the week between the months.,[object Object],In ours June starts on a Tuesday, so the May data range was adjusted to start on a Tuesday also.,[object Object]
Google Analytics Intro - Reports,[object Object],Time Line Sliders,[object Object],The Time Line Sliders are an alternate way to select your date range.,[object Object],You can:,[object Object],[object Object]
See key events that may not be part of the default comparison range.
Easily slide the view
Easily expand it with the handles.,[object Object]
Google Analytics Intro - Reports,[object Object], ,[object Object],Table Views,[object Object],The default data view is provided in a table. This can be changed to any of the following by clicking on the respective icon:,[object Object],[object Object]
Bar Chart
Delta (Comparison)
Pivot,[object Object]
Google Analytics Intro - Reports,[object Object], ,[object Object],Table Views,[object Object],The Delta view allows you to use the Compare to Past date range feature and provides a comparison of performance to that previous time period.,[object Object]
Google Analytics Intro - Reports,[object Object], ,[object Object],Table Views,[object Object],The Pivot Table view allows you to view multiple data points at the same time.,[object Object],Thus decreasing the need to  switch back and forth between reports.,[object Object]
Google Analytics Intro - Reports,[object Object],Having a long list of Source Medium in your table and trying to browse through each table row can be time consuming and less than an optimal approach.,[object Object],Even using different,[object Object],Table Views doesn't facilitate drilling down to targeted data.,[object Object],To simplify the process &  display specific / desired data you can use:,[object Object],TABLE FILTERS,[object Object]
Table Filters,[object Object],What is Web Analytics,[object Object]
Google Analytics Intro - Reports,[object Object],There are two approaches of filtering your table data:,[object Object],The first is a Simple Format:,[object Object],Setting the Filter Source to containing or excluding and entering keyword(s) or pattern match in the field.,[object Object],This applies just to the Source Medium column.,[object Object],In this example we:,[object Object],1. Selected containing,[object Object],2.  Entered "google",[object Object],and the number of source medium entries went from,[object Object], 39 to just 5.,[object Object]
Google Analytics Intro - Reports,[object Object],The second filtering approach is the Advance Filter.,[object Object],This allows for Filtering on multiple criteria such as visits, time on site, etc.,[object Object],In this example we:,[object Object],1. Selected "containing" for Source Medium and kept "google",[object Object],2.  We added a new condition of visits equal to "2",[object Object],and our results are reduced from 5 to 2.,[object Object]
Google Analytics Intro - Reports,[object Object],Pattern Matching,[object Object],The Simple Format & Advanced Filter use  Regular Expressions for pattern matching.,[object Object],Very straight forward:,[object Object], Containing or Excluding,[object Object],& ,[object Object], Equality selection,[object Object],They even allow partial matching by entering a portion of a word and are not case sensative.,[object Object]

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Editor's Notes

  1. STARTUnderstanding and OptimizingSLIDE PROGRESSIONUnderstanding the results of your marketing efforts across all mediumsOptimizing your website to capture and convert those visitorsRinse & repeat = in other words once you made changes to your site, marketing or SoMe campaign, etc based on your analytics you need to go back, understand what’s happening now as the parameters have changed and optimize again. It’s a constant cycle of improvement.For example how many of you have been using eBay for more then a year? How many changes have you noticed? In the last year? FYI this site is constantly evolving and adapting based on analytics.
  2. STARTHow about a REAL example?SLIDE PROGRESSIONBy using a site overlay functionality you can see what visitors are clicking on each page Here the link MPThree Consulting went back to my home page… I changed it to my contact us page and will continue monitoring this item
  3. STARTStill using show of handsSLIDE PROGRESSIONThis is pivotal part of the process, without it you will get lost in the data. Voicing these will guide through to the correct answers.What are the goals for your site?Get more leadsIncrease salesIncrease downloadsIncrease usage of FAQ/helpLet’s get some feedback.What do you want your visitors to do on your site?Are there any other goals besides these?Without a goal Web Analytics is just a huge collection of data
  4. STARTSimple example of an eCommerce site selling a product. A site with a service would be similar, with a shorter path.How we tend to envision things working on our sitesSLIDE PROGRESSIONShopping Cart + ArrowShipping information + ArrowPayment information + ArrowThank you for shopping with us100% conversion
  5. NEXT IS SPECIAL