13-Aug-09 - Brisbane Web Design Group Google Analytics:   Measuring for results, a practical guide Ben Maden MEng MBA – We...
Assumptions <ul><li>Reasonably sophisticated website </li></ul><ul><li>Some point of action, e.g. enquiry form </li></ul><...
What is the website for? <ul><li>Branding* </li></ul><ul><li>Lead generation </li></ul><ul><li>Online sales </li></ul><ul>...
Measure the objectives <ul><li>“ You Can't Manage What You Don't Measure” </li></ul><ul><li>Management adage </li></ul><ul...
Benchmark! <ul><li>Monitor Compare Assess Adapt Improve </li></ul><ul><li>Meaning from context </li></ul><ul><li>June: 500...
Get Google Analytics
How to setup Google Analytics <ul><ul><li>www.google.com/analytics </li></ul></ul><ul><ul><li>“ Access Analytics” </li></u...
Copy the code
Paste the JavaScript code <ul><li><script type=&quot;text/javascript&quot;> </li></ul><ul><li>var gaJsHost = ((&quot;https...
Google Analytics will now work* <ul><ul><li>*Not real-time, overnight usually </li></ul></ul><ul><ul><li>Data will be feed...
Key reports <ul><li>Traffic overview (& compare) </li></ul><ul><li>Keywords </li></ul><ul><li>Map Overlay </li></ul><ul><l...
Visits: BWD all time (by week)
Visits: Compare years (by month)
Keywords (compared)
Map Overlay – 1 year (1 of 2)
Map Data – 1 year (2 of 2)
Top Landing Pages – 1 year
Top Exit Pages – 1 year
Referring websites (1 year)
Intelligent Linking Link to your website Learn from your traffic Examples Source=Google Medium=cpc or email Term=running+s...
Goal Tracking <ul><li>Completes a form </li></ul><ul><li>Thank you page </li></ul>GOAL=+1 /myform.html /form-thanks.html
Goal Tracking <ul><li>Edit website profile – Click “Edit” Goal </li></ul>Enter the Goal URL as  /form-thanks.html
Goal Tracking Results
Define a Funnel
Funnel  Visualisation Set date range View flow of visitors through the path Objective: Abandonment Reduction
Limitations <ul><li>JavaScript </li></ul><ul><li>Can be slow – e.g. Saasu </li></ul><ul><li>AJAX and URI workarounds requi...
More <ul><li>JavaScript, useful functions available </li></ul><ul><li>pageTracker._trackPageview(‘ /override ’);  </li></u...
Thank you, questions?
I’m looking for people to help me with… <ul><li>Online Advertising (AdWords et al) </li></ul><ul><li>WordPress Themes & Pl...
Background:  Ben Maden <ul><li>1998:  Engineering Graduate (Master of Engineering) </li></ul><ul><li>1999:  Investment Ban...
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Google Analytics: Measuring for results, a practical guide

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Presentation given to the Brisbane Web Design meetup group on 13th August 2009

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  • Why are online ads good? - Direct connection to consumers - Reactive, can be changed -
  • Propects display needs though search terms
  • Gmail same as RHS Content network - Google scans page for theme – same but coloured differently
  • HTML/Flash brochureware - nope don’t need it BUT you might one day RIA - Rich Internet Applications
  • HTML/Flash brochureware - nope don’t need it BUT you might one day RIA - Rich Internet Applications
  • HTML/Flash brochureware - nope don’t need it BUT you might one day RIA - Rich Internet Applications
  • HTML/Flash brochureware - nope don’t need it BUT you might one day RIA - Rich Internet Applications
  • Google Analytics: Measuring for results, a practical guide

    1. 1. 13-Aug-09 - Brisbane Web Design Group Google Analytics: Measuring for results, a practical guide Ben Maden MEng MBA – Web Consultant
    2. 2. Assumptions <ul><li>Reasonably sophisticated website </li></ul><ul><li>Some point of action, e.g. enquiry form </li></ul><ul><li>Target audience for this presentation… </li></ul><ul><ul><li>Website entrepreneurs, owners or managers </li></ul></ul><ul><ul><li>People who build websites for their clients </li></ul></ul>
    3. 3. What is the website for? <ul><li>Branding* </li></ul><ul><li>Lead generation </li></ul><ul><li>Online sales </li></ul><ul><li>Newsletter sign-up </li></ul><ul><li>KPI/KSI </li></ul>
    4. 4. Measure the objectives <ul><li>“ You Can't Manage What You Don't Measure” </li></ul><ul><li>Management adage </li></ul><ul><li>Meaningless numbers? </li></ul><ul><li>10 leads in June </li></ul><ul><li>5000 hits in June </li></ul>
    5. 5. Benchmark! <ul><li>Monitor Compare Assess Adapt Improve </li></ul><ul><li>Meaning from context </li></ul><ul><li>June: 5000 hits  10 leads  3 sales </li></ul><ul><li>July: 7500 hits  15 leads  4 sales </li></ul>
    6. 6. Get Google Analytics
    7. 7. How to setup Google Analytics <ul><ul><li>www.google.com/analytics </li></ul></ul><ul><ul><li>“ Access Analytics” </li></ul></ul><ul><ul><li>Create Google Account or use existing </li></ul></ul><ul><ul><li>Click “Sign Up” </li></ul></ul><ul><ul><li>First website’s name, URL & time-zone </li></ul></ul><ul><ul><li>Owner name & phone number </li></ul></ul><ul><ul><li>Read terms & agree </li></ul></ul>
    8. 8. Copy the code
    9. 9. Paste the JavaScript code <ul><li><script type=&quot;text/javascript&quot;> </li></ul><ul><li>var gaJsHost = ((&quot;https:&quot; == document.location.protocol) ? &quot;https://ssl.&quot; : &quot;http://www.&quot;); </li></ul><ul><li>document.write(unescape(&quot;%3Cscript src='&quot; + gaJsHost + &quot;google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E&quot;)); </li></ul><ul><li></script> </li></ul><ul><li><script type=&quot;text/javascript&quot;> </li></ul><ul><li>try { </li></ul><ul><li>var pageTracker = _gat._getTracker(&quot;UA-XXXX-1&quot;); </li></ul><ul><li>pageTracker._trackPageview(); </li></ul><ul><li>} catch(err) {}</script> </li></ul><ul><li>Insert just above </body> tag </li></ul><ul><li>Get it into every page </li></ul>
    10. 10. Google Analytics will now work* <ul><ul><li>*Not real-time, overnight usually </li></ul></ul><ul><ul><li>Data will be feeding across </li></ul></ul><ul><ul><li>Use “check status” to monitor it (later) </li></ul></ul><ul><ul><li>You can now view (empty) reports </li></ul></ul><ul><ul><li>Edit profile if ecommerce </li></ul></ul><ul><ul><li>Can track site search too </li></ul></ul><ul><ul><li>Set-up Goal Tracking </li></ul></ul>
    11. 11. Key reports <ul><li>Traffic overview (& compare) </li></ul><ul><li>Keywords </li></ul><ul><li>Map Overlay </li></ul><ul><li>Top Landing & Exit Pages </li></ul><ul><li>Referring websites </li></ul><ul><li>Goal Tracking </li></ul><ul><li>The Funnel Visualisation </li></ul>
    12. 12. Visits: BWD all time (by week)
    13. 13. Visits: Compare years (by month)
    14. 14. Keywords (compared)
    15. 15. Map Overlay – 1 year (1 of 2)
    16. 16. Map Data – 1 year (2 of 2)
    17. 17. Top Landing Pages – 1 year
    18. 18. Top Exit Pages – 1 year
    19. 19. Referring websites (1 year)
    20. 20. Intelligent Linking Link to your website Learn from your traffic Examples Source=Google Medium=cpc or email Term=running+shoes Content=logolink or textlink Campaign=Launch or 09sale
    21. 21. Goal Tracking <ul><li>Completes a form </li></ul><ul><li>Thank you page </li></ul>GOAL=+1 /myform.html /form-thanks.html
    22. 22. Goal Tracking <ul><li>Edit website profile – Click “Edit” Goal </li></ul>Enter the Goal URL as /form-thanks.html
    23. 23. Goal Tracking Results
    24. 24. Define a Funnel
    25. 25. Funnel Visualisation Set date range View flow of visitors through the path Objective: Abandonment Reduction
    26. 26. Limitations <ul><li>JavaScript </li></ul><ul><li>Can be slow – e.g. Saasu </li></ul><ul><li>AJAX and URI workarounds require technical skill </li></ul><ul><li>Only 4 Goals </li></ul>
    27. 27. More <ul><li>JavaScript, useful functions available </li></ul><ul><li>pageTracker._trackPageview(‘ /override ’); </li></ul><ul><li>pageTracker._trackEvent(&quot;Downloads&quot;, &quot;PDF&quot;, &quot;/docs/orderForm.pdf&quot;); </li></ul><ul><li>pageTracker._trackEvent(&quot;Videos&quot;, &quot;Play&quot;, &quot;Gone With the Wind&quot;); </li></ul><ul><li><form o nsubmit=&quot;pageTracker._linkByPost(this)” …> </li></ul><ul><li>pageTracker._setDomainName(&quot;.example.com&quot;); </li></ul><ul><li>See http://code.google.com/apis/analytics/ </li></ul>
    28. 28. Thank you, questions?
    29. 29. I’m looking for people to help me with… <ul><li>Online Advertising (AdWords et al) </li></ul><ul><li>WordPress Themes & Plugins </li></ul><ul><li>Magento Commerce </li></ul><ul><li>Ethical “white-hat” SEO work </li></ul><ul><li>Training provided for the right candidates </li></ul>Thank you, questions?
    30. 30. Background: Ben Maden <ul><li>1998: Engineering Graduate (Master of Engineering) </li></ul><ul><li>1999: Investment Banking: Operations and IT </li></ul><ul><li>2000: Independent Web Designer (HTML, Perl, CSS) </li></ul><ul><li>2000: Found Linux/Apache/PHP/MySQL (LAMP*) </li></ul><ul><li>2001: Established Web Development Firm </li></ul><ul><li>2002/3: Various projects: Gigs, Events, Property Sites, E-Commerce </li></ul><ul><li>2003/4: Year out for Master of Business Administration (MBA) </li></ul><ul><li>2005/6: Evolving Matter Solutions (in UK) </li></ul><ul><li>2006: Moved to Brisbane, create Matter Solutions (in Australia) </li></ul><ul><li>2007/8: Working on Projects for UK and Australian clients </li></ul><ul><li>2009: Growing Matter Solutions Australia </li></ul>

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