.gov use of e Analytics Socitm Insight: How to build website take-up - best practice & networking event 2 June 2009

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

Hitwise basis for 'take-up' numbers for regions, 'top 20'

Publishing has no 'definition of usage'

Google Analytics shows major differences

Discrepancy? Much lower 'per capita' GA website use ('take-up') than Hitwise suggests

Negatives Negatives? 32% of the Top 500 Web Sites

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

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

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

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

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

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

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

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

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.

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.

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

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

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

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

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

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

Negatives They should pay me for this