Mercury1 Google Analytics Part1
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Mercury1 Google Analytics Part1

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First part of the Google Analytics guide for small business owners.

First part of the Google Analytics guide for small business owners.

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Mercury1 Google Analytics Part1 Mercury1 Google Analytics Part1 Document Transcript

  • Version 1.0 ABOUT GOOGLE ANALYTICS (INTRO) DOCUMENT CONTROL Document title About Google Analytics (Intro) Version 1.0 Status Release Reference M1Goo-001 Author Tara Wilson Date 16 March 2009 About Google Analytics (Intro) Page 1 of 12
  • Version 1.0 CONTENTS 1. About this Document ............................................................. 3 2. Getting Started with Analytics ............................................... 3 2.1. What is Analytics? ...............................................................3 2.2. How to sign-up for Analytics .................................................3 2.3. How to access Analytics .......................................................3 3. Editing your Account Settings ................................................ 5 3.1. Overview of the overview page..............................................5 3.2. Editing the main account details ............................................5 3.3. Editing Website profiles ........................................................6 1.1.1. Goals and Funnels ................................................................... 6 1.1.2. Filters .................................................................................... 7 1.1.3. Users ................................................................................... 10 4. Viewing Reports .................................................................. 11 5. Next time... ......................................................................... 12 About Google Analytics (Intro) Page 2 of 12
  • Version 1.0 1. ABOUT THIS DOCUMENT This instruction document is the first in a series about Google analytics. It is design to give you an in- depth introduction into using Google analytics. Each document in the series will focus on a certain section of the Analytics This document is an introduction to Analytics – how to get started and an overview of the main features. 2. GETTING STARTED WITH ANALYTICS 2.1. WHAT IS ANALYTICS? Google analytics is one of the many useful (and free) tools that Google provides for the use of anyone who wants their online business to thrive and grow. Once the analytics code is embedded in a website, and the account is created, it offers in-depth analysis of your website, allowing you to identify strategies that are or aren’t working, pages that are or aren’t performing well, and the best sources for your website traffic. There are so many tools featured within analytics that it is highly unlikely you will need to use them all, but it is pretty safe to say that for any statistics you wish to find out about your website can be found via analytics. You can manually monitor the site via the analytics portal, or you can have customised report emailed to you directly for ease and efficiency. This one of the best website analysing tools you will find on the internet. 2.2. HOW TO SIGN-UP FOR ANALYTICS To use analytics, you will first need to have a Google account set up. To set one up, go here: https://www.google.com/accounts/NewAccount and enter your details. Then, create your analytics account here: http://www.google.com/analytics/sign_up.html You will be given a piece of code which will need to be embedded in every page on your website that you wish to record data for. You may need to contact your website administrator in order to do this, but once the code is in place, it will start recording all kinds of statistics for you. 2.3. HOW TO ACCESS ANALYTICS Once your account is all set up and connected to your website, you can start reviewing and comparing your data. Sign into your account here: http://www.google.com/analytics/ About Google Analytics (Intro) Page 3 of 12
  • Version 1.0 and click the button on the right-hand side of the screen. This will take you through to the main analytics overview for your account which will display a list of profiles. If you have just set up the account, you will only have one profile displayed here: N.B. Notice the STATUS column: it displays a green tick in this image. Other icons are: RECIEVING DATA – everything is working as it should WAITING FOR DATA – the code has been detected but the data has not fully been drawn into reports yet TRACKING UNKNOWN / NOT VERIFIED – it is likely that the code as not been installed in the homepage properly From this page you have all the tools you need available. You have links to edit your account settings, manager the users you allow to view and also manage your data, add new websites, view your data and more. About Google Analytics (Intro) Page 4 of 12
  • Version 1.0 3. EDITING YOUR ACCOUNT SETTINGS 3.1. OVERVIEW OF THE OVERVIEW PAGE This is the overview page, as seen in section 2.3: The next section outlines the main links in this page and how to edit the settings of your account. 3.2. EDITING THE MAIN ACCOUNT DETAILS To edit the name of the Account, delete the account or change your Data Sharing settings, click “Edit account settings. About Google Analytics (Intro) Page 5 of 12
  • Version 1.0 3.3. EDITING WEBSITE PROFILES The main settings for the website profile in your account are: GOALS FILTERS USERS To reach these, you can click edit next to the website profile which takes you through to view your current settings for all three. Filters and users can also be reached by clicking on the appropriate link directly underneath the list of website profiles. 1.1.1. GOALS AND FUNNELS A goal can be almost any page, or action on a page, which serves some important purpose for your business. It is somewhere you want your visitors to be. Within analytics, you can set up (up to 4) goals in order to record the number of visitors that actually reached this point. You can also set a desired path for a visitor to take through your website in order to reach this goal. When viewing your analytics report, you can see this path as a funnel as it shows you how many people followed the path and where visitors strayed from the preferred path. This can be a useful tool in pinpointing a page with poor usability or irrelevant text which is losing you custom. Then you can About Google Analytics (Intro) Page 6 of 12
  • Version 1.0 combat this and help to funnel more and more visitors through your site to the best point of conversion. 1.1.2. FILTERS Using filters are a good way of helping to accurately record the actual number of visitors to your site as they filter out the visits you do not wish to record. For example, if you visit you and others at your company visit your site regularly, your analytics reports will show you far increased numbers of customers to the site as they will also record those About Google Analytics (Intro) Page 7 of 12
  • Version 1.0 non-interest visits from employees. If you then analyse this data, the results will not be entirely true to the visitors to the site. The best way to get around this is by using filters. If you wish to create multiple of the same type of filter, i.e. Exclude all traffic from an IP address, this can be achieved by either creating multiple filters, or by typing in multiple IP addresses into the IP address box and separating each one by a “|” REGULAR EXPRESSIONS When typing in domains or IP addresses into the correct box when creating a filter, an important point to be aware of is that it uses regular expressions, and if you wish to use an actual character instead of the regular expression, you will need to use the escape character “”. The most common use for this is when using the dot (“.”) as part of a domain or IP address. I.e. if wanting to exclude all traffic from the IP address 165.212.13.2, you will need to type in: 165.212.13.2 About Google Analytics (Intro) Page 8 of 12
  • Version 1.0 N.B. There are four types of regular expression characters you will need to be aware of for use with filters in Google Analytics: WILDCARDS Substitutes for any single character (letter, number or symbol) – a little bit like a blank tile in scrabble Placed after any character, this will match zero or more of that character in place of the star The same as the star (*), but this must match at least one of the previous character, never zero Carrying on the same idea as the star (*) and plus(+), this matches either one or zero of the pervious character This acts as an “or” ANCHORS Put in front of a string of characters, this defines that that string of characters must be at the beginning of the field Put at the end of a string of characters, this defines that that string of characters much be at the end of its field GROUPING You can create a non-default item grouping which will match exactly what is in the brackets Characters entered in square brackets will match any items including the characters placed in the brackets – in any order The dash can be used with the square brackets ([]) in order to increase the length of the characters with the brackets, while typing the least possible OTHER This is an escape character. Placed in front of any of the regular expression characters listed above, the actual character will be evaluated rather than the regular expression function About Google Analytics (Intro) Page 9 of 12
  • Version 1.0 1.1.3. USERS Managing your users that are allowed access to your analytics data is easy. The only possible drawback of this is that all users must have a valid Google Account (see section 2.2 for details of setting up an account). ADDING A USER FOR A WEBSITE PROFILE Navigate to the list of users for a certain website profile by clicking on the Edit button next to the appropriate website profile in the account overview. Then scroll down until you see the current list of users with access to the profile: Click Add User in the top right-hand corner of this box to take you through to set up a new user. ADDING A USER TO THE ACCOUNT AND GIVING THEM ACCESS TO MULTIPLE PROFILES The best way to do this is to Manage Users from the account overview (underneath the list of website profiles – see image in section 3.3). From here, you can click Add User at the top right-hand corner of the existing user list and go through to add a user and give them permission to existing website profiles. About Google Analytics (Intro) Page 10 of 12
  • Version 1.0 N.B. Giving users access like this is only necessary if you want to give them “View Reports Only” access to profiles. If you make a user an Administrator, they will be able to view and edit the settings for all website profiles which are set up within your account 4. VIEWING REPORTS To view the collected data for a website profile, you need to click View Report for the profile from within the account overview: About Google Analytics (Intro) Page 11 of 12
  • Version 1.0 This will take you though to a page which looks like this: 5. NEXT TIME... Look forward to instructions on getting your data out of the report and making the most of the analytical tools available to you in the next document. About Google Analytics (Intro) Page 12 of 12