Gov Use Of Google Analytics

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

London 2 June 2009

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Gov Use Of Google Analytics

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

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