Intro to Google Analytics


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Google Analytics and other web analytics tools provide valuable and ongoing information about the metrics of your visitors and how they find your site. Let our Schipul Team help you understand the numbers and what actionable items this presents for updates to your website.

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  • In order for Google Analytics to track your site you have to have a tracking code installed. When you register your site within Google Analytics it will generate a unique tracking code that you will then need to plug into the back end of your site.
  • -Sign up at It’s completely free to do. -At the end of the set up process you will find a code that will start with “UA.” -Copy this entire code and plug it into your Tendenci site by going to the top blue bar and click into quick links, site settings. Then scroll down towards the middle of that page and you will find a section where it says “Google Analytics UA Number” so just paste it in there and save. By doing this the code will populate throughout the site automatically without the need for scripts and codes. For a WordPress site you can install a Google Analytics plugin that makes it really easy to do. The plugin we use is called “Google Analyticator” and again with that you can just copy & paste the code in without the need for a script. -The set up process is very important because you want to make sure that the code is tracking every single page, not just the homepage.
  • Once you are all set up with Google Analytics you can log in and start tracking your site’s dataThere are 2 areas in Google Analytics that you will use the most --- the “admin” area and the “standard reporting” area.The admin area is where you would go to set up goals, add a user or admin, create an advanced segment, manage scheduled reports, and there are a few other things you can do here. But mainly you need to know that this is where go to set up goals.
  • -Set up goals to see how your site is performing based on something specific, such as a sale. -If your “goal” is to sell a widget and 5 people bought them from your site then those are 5 conversions. A conversion is a goal completion. -Other goals for your site could be a contact form submission, visiting a driving directions page, signing up for a newsletter or even just spending a certain amount of time on a page. This will all depend on your specific site goals.-To set a goal up in your Google Analytics account make sure you are in the admin area, click into the goals tab and then add the goal. -You can have up to 20 goals for one Analytics account.-An example goal ---- tracking contact form submissions. After someone fills out a contact form they are then taken to a “thank you” page. Let’s pretend this is the URL, We’ll use just the /thankyou.html. And you can also assign it a value if you know what a conversion is worth to you. -There is a funnel option where you can have many steps leading up to a final goal. This is good for ecommerce sites so you can see where people are dropping off in the conversion process, which is usually before they have to put their credit card info in.-If you want other people in your company to access the Google Analytics account you can add them as users or admins within the “admin” area. Click “new user” in the top left and put their email. They will need to have a Google account, such as Gmail. A user has limited access, they won’t be able to set up goals or add other users.
  • Inside of the standard reporting area you will see a lot of these terms. - First is “visits” and think of a visit as a session --- a period of activity by a visitor. The standard criteria for a session in Google Analytics is activity without a break of more than 30 minutes or by closing the browser. NEW visits are visits from a unique IP address that had not visited previously. This is based on a cookie in your browser and not your computer. So going to a site using Firefox and then Internet Explorer would count as 2 new visits. A visitor is different than a visit ---- One visitor can have many visits. Think of a visitor as the browser of a person who accepts a cookie. A unique visitor, unlike a normal visitor, is only counted once during the time period you select and again is based on a cookie in your browser.Pageviewsare total views of all pages across the site Bounce Rate is the percent of people who left without clicking anywhere else. If your bounce rate was 70% then that would mean 7 out of 10 people who visit your site land on one page and then exit the site entirely, they are not clicking to another page within the site. Ideally we like to see below a 50% bounce rate.
  • The top 5 metrics covered in this webinar: traffic trends, sources, keywords, content, and conversions
  • -Inside of the “audience overview” area you will see total visits, unique visitors, pageviews, pages per visit, average visit duration, bounce rate and % of new visits. -A way to measure visitor engagement is to look at the average visit duration as well as pages per visit. If you have an average pages per visit of 10, for example, then that to me is a very engaged visitor who is clicking around your site. Then again, this may differ for each individual. If your company has your phone number posted in big bold font on your homepage and you do most of your business over the phone such as appointment scheduling then having an average pages per visit of 1 or less it not necessarily a bad thing. The person may only need to visit your homepage and get your phone number and then they won’t need to click to any other pages. So keep that in mind. -In the top right area you can change your date range. You can look at traffic for whatever time period you want. We recommend comparing apples to apples. So don’t compare July of this year to December of last year because that won’t help you, especially if you have seasonal trends in your business. -Also in the audience section you can view visitor demographics such as language and location. -And there are also areas to drill down into visitor behavior such as new vs returning visitors. -You can look at your mobile users and even what devices they are using most often to visit your site with. -And you can view what browser your visitors use most often.
  • -There are 3 main traffic sources – referral, direct and search. -Referral traffic is traffic that comes from an outside web page linking into your site. So if had a link to the Schipul blog and a visitor clicked that link and went to the Schipul blog that would then be consider a referral visit. -Direct traffic is from a visitor typing in your URL directly and Google also counts visits that come from a link in an e-mail as direct traffic. -Search traffic is referring to visits coming from search engines such as Yahoo or Google. -To look at just referral traffic, simple click into sources and then referrals. You can do the same for the direct traffic. Just click into this and you will see the top pages that direct traffic visitors are going to. And for search traffic, you can click into “search” then click “organic” and you will see all of the keywords that people are typing into search engines to find your site. - “(not provided).” is a new thing introduced by Google in October 2011 that basically blocks this information for any users logged into a Google account. So, if you are logged into a Gmail account and conduct a search on Google then your keyword will not get recorded.
  • -To access your content metrics you will just need to click into the content section and if you wanted to look at your top visited pages just click “site content” then “all pages.”-You can the columns, for example you can sort by average time spent on page. This can tell us if there is a particular page that users tend to spend more time on --- aka more engaged. By figuring out the content that is driving the most pageviews and getting the best visitor engagement we will be able to plan future blog entries. For example, people seem to respond well to blog entries about Google Plus and we figured that out by looking at page views, and average time spent. Now we know that people like content about Google + so we will plan more blog entries around that topic.-You can look at content based on the top landing pages and top exit pages. -A landing page is the first page a visitor landed on which usually is the homepage. -An exit page is the page where visitors exited on. This is good to look at because say for example your top exit page is an “about us and it was consistently a top exit page…then we may realize that something within the content of that page is driving people away.
  • -The conversions section will allow you view all of your goals set up and their performance. -Social reporting is a new feature in Google Analytics that lets you track goal conversions from social media sites. -For last interaction social conversions this refers to a visit from a social media site such as Facebook where the user came to your site and completed a goal right then and there. -Assisted social conversion visits can be visitors who found your site through a social media site and maybe came back the next day and completed a goal, it’s not as direct as a last interaction. -Also, if you have more than one goal set up you can click into that particular goal to view the social conversions.
  • -To find your dashboard click into the “Home” area. -Google automatically populates it with some useful reports such as a visits graph and a traffic sources pie chart, but we can also add specific widgets to our dashboard. -You can also delete any widgets by clicking this little configure icon in the top right of each widget. -Once you have your dashboard set up the way you want it you can have it emailed to you as a pdf automatically. Click this “email” option then set up which emails you want the report sent to. Give it a subject line, set up the frequency in which you want the reports sent. I recommend the first of each month so you can get a good amount of data to analyze. If you click into the advanced options drop down you’ll be able to specify how long you want the reports to be sent for.
  • Intro to Google Analytics

    1. 1. Intro to Google Analytics Jennie Lane Creative Services Team Schipul – The Web Marketing Company
    2. 2. What We’ll Go Over• Google Analytics set up for a Tendenci website• Goal creation & measurement• Basic metrics and what they mean• How to access reports• Top content & keywords driving traffic• Setting up automated reporting Visit
    3. 3. Installing AnalyticsTrack Your Tendenci Site Traffic
    4. 4. Simple Set UpStep 1: Create a free account --- 2: Retrieve your tracking IDStep 3: Plug into your Tendenci site Visit
    5. 5. Navigating Through Analytics Now that you’re all set up…
    6. 6. Goals• What is the goal of your website?• What is a Conversion? – Contact form submission – Purchase – Newsletter Sign Up – View a key page – contact, driving directions, menu – Tip: Ask your Sales Guys Visit
    7. 7. Key Terms Defined• Visits = Sessions. A session is a defined period of activity by a visitor. The standard criteria for a session in Google Analytics is activity without a break of more than 30 minutes OR closing the browser.• New Visits: A visit to your site by a user with a unique IP address – had not visited the site previously in the selected time period. It is based on a cookie in your browser (not computer)• Unique Visitors: Counts each visitor only once during the selected time period and is based on a cookie in your browser (not computer) • One visitor can have many visits • Think of a visitor as the browser of a person who accepts a cookie• Pageviews: Total views of all pages across the site• Bounce Rate: People who landed on one page & left without clicking anywhere else (we like to see <50%) Tip to Lower Bounce Rate: Create more inbound links and calls to action to get people to click around to other pages within your site. Visit
    8. 8. Top 5 Metrics1. Traffic Trends2. Sources3. Keywords4. Content5. Conversions Visit
    9. 9. Traffic Trends• Compare month over month AND year over year• Be aware of seasonal trends – your traffic should mirror trends in your business• Pages/Visit, Time on Site Measure Engagement Visit
    10. 10. Traffic Sources• 3 Main Types: – Referral, Direct and Search• Not Provided: Protected by Google encryption: Users that are logged into Google can encrypt their searches so that the keyword they used to find your site is not revealed in analytics and is instead (not provided). Visit
    11. 11. Content • Look for what changed • Measure new content • Landing Pages • Exit Pages Visit
    12. 12. Conversions Visit
    13. 13. Setting Up Reporting Automated reporting, genius!
    14. 14. Dashboard Reports Visit
    15. 15. Thank You! Questions? Jennie Lane Creative Services Team Schipul – The Web Marketing Company