Google Analytics Tom Michiels ( [email_address] ) Joris Roebben ( [email_address] ) www.queromedia.com

About QueroMedia °1999 - 35 people search marketing (SEO-SEA-CO) Antwerp Amsterdam Madrid

°1999 - 35 people

search marketing (SEO-SEA-CO)

Introduction What is Google Analytics? urchin.js GA.js 2004 2005 2007

What is Google Analytics?

Conventions GA = Google Analytics GATC = Google Analytics Tracking Code

GA = Google Analytics

GATC = Google Analytics Tracking Code

Google Analytics advantages Free Sufficiant possibilities for most companies Easy to implement Easy to use Easy to understand

Free

Sufficiant possibilities for most companies

Easy to implement

Easy to use

Easy to understand

Google Analytics disadvantages URL and title based No data history Privacy ? JavaScript and cookies Only visitors, no crawlers or bots

URL and title based

No data history

Privacy ?

JavaScript and cookies

Only visitors, no crawlers or bots

Access manager Give access to GA account Must be Google account Administrator or View Reports only

Give access to GA account

Must be Google account

Administrator or View Reports only

Add user

Setup Google Analytics Create Google Account Free No spam Gmail = OK

Create Google Account

Free

No spam

Gmail = OK

Best practice for GA accounts Create GA account on [email_address] Add [email_address] as administrator Add [email_address] as reviewer Advantage: structure

Create GA account on [email_address]

Add [email_address] as administrator

Add [email_address] as reviewer

Advantage: structure

Sign up Login Create GA account

Login

Create GA account

Get the GATC Google Analytics Tracking Code Old vs. New one urchin.js vs. GA.js

Google Analytics Tracking Code

Old vs. New one

urchin.js vs. GA.js

Access manager Give access to GA account Must be Google account Administrator or View Reports only

Give access to GA account

Must be Google account

Administrator or View Reports only

Add user

Profiles and Filters Are the real strength of GA Segment data Deep analysis Depending on needs Start collecting data when created

Are the real strength of GA

Segment data

Deep analysis

Depending on needs

Start collecting data when created

Filters Applied to profile Change data (forever!) Segmentation Business rules 2 sorts: predefined and custom Test profile

Applied to profile

Change data (forever!)

Segmentation

Business rules

2 sorts: predefined and custom

Test profile

Google Analytics interface Dashboard Add / remove elements Personalized

Dashboard

Add / remove elements

Personalized

Calendar

Reporting XML PDF CSV TSV Send now Schedule

XML

PDF

CSV

TSV

Send now

Schedule

Clicks, visitors & pageviews clicks ≠ visits multiple clicks on ad bookmark page not fully loaded clickfraud

clicks ≠ visits

multiple clicks on ad

bookmark

page not fully loaded

clickfraud

Clicks, visitors & pageviews visit ≠ visitors 30 minutes activity unique visitors pageview ≠ unique pageview multiple views  sessions

visit ≠ visitors

30 minutes activity

unique visitors

pageview ≠ unique pageview

multiple views  sessions

Visitors overview

Visitors Visitor information Trends Loyalty Characteristics Technical information Browser network

Visitor information

Trends

Loyalty

Characteristics

Technical information

Browser

network

User-defined What do you want to know? Basic Visitor segmenting Advanced Ex. Advanced PPC referral

What do you want to know?

Basic

Visitor segmenting

Advanced

Ex. Advanced PPC referral

Traffic sources Where does your traffic come from? Direct traffic Search engines Referring sites other

Where does your traffic come from?

Direct traffic

Search engines

Referring sites

other

Campaign ROI Banner Advertising Search Marketing Email Marketing Search Engine Optimization Referrals Affiliate Programs YOUR SITE

Google AdWords 1 on 1 Realtime campaign date autotagging Keywords Ad versions

1 on 1

Realtime campaign date

autotagging

Keywords

Ad versions

Step 1: check GATC Make sure every page on website is tagged with GATC

Make sure every page on website is tagged with GATC

Step 2: Login to Google AdWords www.google.com/adwords as Administrator

www.google.com/adwords as Administrator

Step 3: Tab Analytics Click on the tab Analytics

Click on the tab Analytics

Step 4: Link to existing GA account

Step 5: Account preferences Make sure auto-tagging is on !

Make sure auto-tagging is on !

Other Search marketing campaigns?

E-mail marketing Tag your outgoing links Tool: URL-builder

Tag your outgoing links

Tool: URL-builder

Content Overview of pageview volume most responsible for driving page views Navigational analysis Site overlay Site search

Overview of pageview volume

most responsible for driving page views

Navigational analysis

Site overlay

Site search

Site Search

Goals Conversions? ≠ Google AdWords conversions KPI’s

Conversions?

≠ Google AdWords conversions

KPI’s

Setting up goals

Goals howto Match type Goal value Choose good name Unique “thank you” page per conversion Keep track of filters

Match type

Goal value

Choose good name

Unique “thank you” page per conversion

Keep track of filters

Goals visualisation

Funnels Optimize your process Do your visitors get confused? lost? obstructed? offended? ...

Optimize your process

Do your visitors get

confused?

lost?

obstructed?

offended?

...

Funnels Extension of goals Predefined steps Track conversion process Required steps ?

Extension of goals

Predefined steps

Track conversion process

Required steps ?

Funnel visualisation

E-Commerce ≠ accounting ≠ ERP Revenue analysis Trends Product performance BUT Privacy?

≠ accounting

≠ ERP

Revenue analysis

Trends

Product performance

BUT

Privacy?

E-commerce reports

E-commerce reports

E-commerce reports

Conclusion

Want to know more? Google Analytics Help Centre http://www.google.com/support/googleanalytics/?hlrm=en Google Group for Analytics http://groups.google.com/group/analytics-help/?hl=en Google Analytics Blog http://analytics.blogspot.com Google Analytics Books

Google Analytics Help Centre

http://www.google.com/support/googleanalytics/?hlrm=en

Google Group for Analytics

http://groups.google.com/group/analytics-help/?hl=en

Google Analytics Blog

http://analytics.blogspot.com

Google Analytics Books

Q & A