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Gov Use Of Google Analytics

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Presentation to Socitm Insight: How to build website take-up - best practice & networking event …

Presentation to Socitm Insight: How to build website take-up - best practice & networking event

London 2 June 2009

Published in: Technology, News & Politics

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  • 1. .gov use of e Analytics      Socitm Insight: How to build website take-up - best practice & networking event   2 June 2009
  • 2. Better Connected: I have issues
      •   Hitwise basis for 'take-up' numbers for regions, 'top 20'
      •   Publishing has no 'definition of usage'
      •   Google Analytics shows major differences
    •  
  • 3.    
  • 4.    
  • 5.  
  • 6. Discrepancy? Much lower 'per capita' GA website use ('take-up') than Hitwise suggests
  • 7. Negatives Negatives? 32% of the Top 500 Web Sites
  • 8.  
      • Fast - uses Google data centres
      • 90 standard reports with 125+ metrics and dimensions
      • Uses 1st party cookies - like other vendors
      • All have issues such as JavaScript errors, redirects, untagged pages and slow client-side load times.
      • Provides 'not share data' option (but miss benchmarking benefit)
      • All other vendors store data
      • Free because it a 'loss-leader' for other business areas - like AdWords
  • 9. Getting started
      • Take the free starter course from Google
      • YouTube interface tutorial
      • Correct your installation and inclusion of link tags (example email)
      • Use the egov Victoria Resource Centre
  • 10. Getting started
      • Check all pages tagged
      • Tag secure sites using the secure site code
      • Use ecommerce tracking codes
      • Check site search tagged - what page they were on when they made the search and what page they chose in the search results
  • 11. Getting moving
      • Filter out to segment users - multiple profiles
      • Create separate profiles filtering internal traffic from static IP address(') - which can vary
      • Could also use for filtering incoming traffic from other councils
  • 12. Getting moving
      • Create 'sales funnels' (goals)
      • From a sign-up page to the "thank you" page
      • Forms
      • Payment processes
      • Track document downloads, email clicks or specific links. Adding a small piece of JavaScript to any link will tell Google to track when someone clicks on that link.
  • 13. Getting moving
      • Use with Google Website Optimizer to create an optimization plan for your site
      • Compare to other council's designs / content / CTA
      • Use in iteration / guerrilla testing to willow designs
      • e.g. bounce rate ('I came, got confused / bored, left') - going down or up  
  • 14. Getting good
      • Advanced segmentation - subset of visitors whose behavior you would like to see and analyze
      • Export to Excel / PDF and automate the process, email to colleagues
      • Can use with Youtube
  • 15. Getting good
    • Using consultants to:
      • Validate and troubleshoot your installation
      • Integrate your analytics data with other data sources or CRM (it is supported by many of them)
      • Optimize your marketing efforts
      • Train your staff on how to use Analytics
      • Respond to support tickets, phone calls and provide on-site consulting
  • 16. Negatives They should pay me for this