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Google Analytics: Measuring for results, a practical guide
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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

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

Transcript

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