Improving Library Web Sites with Web AnalyticsSara MemmottEmerging Technologies LibrarianEastern Michigan University Michigan Library Association Annual Conference November 11, 2010
Improving Library Web Sites with Web Analytics Web analytics What you can learn from Google Analytics Patterns of site use - visits Visitor characteristics, mobile use Visitor segments Sources of site traffic Actions and special content Tips for implementing Google Analytics
Web Analytics Analysis of data from your web site Quantitative data is usually collected using: Server logfiles: AWStats, Webalizer Page tagging: Google Analytics, Webtrends, Yahoo! Web Analytics
Patterns of site use over time Visits, visitors, visitor characteristics Google Analytics features Comparing date ranges Segments http://www.flickr.com/photos/david_gray/1170150396/
On/Off Campus - Time of Day Visitors > Visitor Trending > Visits Graph by Hour
Filters Google Analytics doesn’t allow browsing of data by I.P. address (privacy). Filters can be used to select data based on I.P. ranges. Filters must be in place before data is collected. Create a duplicate profile in order to collect data both with and without the filter.
Example of Filter Use Excludes administrative use of research guides
Sources of Site Traffic Identify sites that do or don’t drive traffic Develop relationships http://www.flickr.com/photos/29293065@N03/4371485261/
Actions & Special Content Google Analytics automatically tracks page views Other actions that can be useful to track Outbound links Downloads of documents Use of videos, Flash tutorials Any other events Marketing campaign tracking
Implementing Google Analytics What are your needs? What do you want to analyze? Site content & structure Actions other than page views Create profile Review, revise http://www.flickr.com/photos/tonyjcase/2381294958/
More Google Analytics Features Annotations Goals Email reports Website Optimizer (related service)
Betty, P. (2009). Assessing homegrown library collections: Using Google Analytics to track use of screencasts and flash-based learning objects. Journal of Electronic Resources Librarianship, 21(1), 75-92. doi:10.1080/19411260902858631
Breeding, M. (2008). An analytical approach to assessing the effectiveness of web-based resources. Computers in Libraries, 28(1), 20-22.
Cutroni, J. (2010). Google Analytics. Sebastopol, CA: O’Reilly Media.
Fang, W. (2007). Using Google Analytics for improving library website content and design: A case study. Library Philosophy and Practice, Retrieved from http://unllib.unl.edu/LPP/fang.htm
Gillis, J. (2008). A deeper look at advanced segmentation: Filtering on the fly. Retrieved December 11, 2009, from http://analytics.blogspot.com/2008/11/deeper-look-at-advanced-segmentation.html
Google. How do I create a filter? Retrieved October 9, 2010, from http://www.google.com/support/analytics/bin/answer.py?answer=55494
Google. How do I exclude traffic from a range of IP addresses? Retrieved October 9, 2010, from http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55572
References - 2
Google. How do I manually track clicks on outbound links? Retrieved October 9, 2010, from http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55527
Google. How do I track files (such as PDF, AVI, or WMV) that are downloaded from my site? Retrieved October 9, 2010, from http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55529
Google. What mobile reporting is available through Google Analytics? Retrieved October 9, 2010 from http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=163132
Google Code. Event tracking overview. Retrieved November 7, 2010 from http://code.google.com/apis/analytics/docs/tracking/eventTrackerOverview.html
Google Code. Google Analytics for mobile. Retrieved November 6, 2010 from http://code.google.com/mobile/analytics/docs/
Khoo, M., Pagano, J., Washington, A. L., Recker, M., Palmer, B., & Donahue, R. A. (2008). Using web metrics to analyze digital libraries. Proceedings of the 8th ACM/IEEE-CS Joint Conference on Digital Libraries, Pittsburgh, PA, USA. 375-384. doi:10.1145/1378889.1378956
Kilzer, R. D. (2008). Using Google Analytics in the proprietary OPAC [PDF document]. Retrieved from http://hdl.handle.net/1811/31951
Ledford, J., & Teixeira, J., & Tyler, M. E. (2009). Google Analytics (3rd ed.). Indianpolis, IN: Wiley.