Google Analytics Overview
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Google Analytics Overview

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An overview of Google Analytics to show how useful they are for businesses with setting goals, reporting, campaign tracking, etc.

An overview of Google Analytics to show how useful they are for businesses with setting goals, reporting, campaign tracking, etc.

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Google Analytics Overview Google Analytics Overview Presentation Transcript

  • Presentation | September 23, 2009 Google Analytics
  • Agenda
      • Google Analytics Basics
        • Reasons for using Google Analytics
        • Cookies
        • Other Google Analytics info
      • Goals & Funnels
        • Reports (Funnel Visualization & Reverse Funnel)
      • Bounce Rates
      • Profiles
      • Tracking Across Domains
        • Subdomains
      • Filters
      • Campaign Setup
      • Custom Reports (Keyword Performance)
      • Internal Site Search
        • Reports (Search Terms & Start Pages)
  • What is Google Analytics?
      • Wikipedia defines GA as a free service offered by Google that generates detailed statistics about the visitors to a website.
      • Delphic Sage should define it as a place where we can:
        • Build, track, and improve the goals we help set with/for our clients
        • Stem ideas for SEO & marketing campaigns including newsletters, press releases, etc.
        • Utilize the data repository for monthly reporting/recommendations
        •   Be Proactive!
  • Why use Google Analytics?
      • Analytics & Optimization
        • A ctivity & “Transaction” Monitoring
        • Correlate to Business Results
          • CPA, ROAS, ROI
          • Other KPI’s
          • Activity Analysis
        • Provides Business Justification & Direction
        • Dashboards & Tools
      • Primary Objective
        • Optimize Spend
        • Prioritize Investments 
    Sample Optimization Effort $50M Sales Increase From 2.0 To 2.1%= $2.5M In Increase In Revenue 2,200%  Increase In Annual Revenue
  • Basics of Google Analytics
      • Visitors
        • Cookie is first party/random visitor id  + first initial timestamp
      • Visits
        • Session is defaulted to 30 minutes (closing browser or inactive ends session)
      • Pageviews
        • Refresh = new page view
      • Bounce Rate
        • Enter on one page do not go to any other page and exit
      • Ex. 1 Visitor can visit the site 2 times and have 5 pageviews
  • Cookies
    • What data won't get through to Google Analytics?
      • Disabled Javascript
      • Blocked all cookies
      • Deleted Cookies 
        • comes up as new visitor though
      • Error in Javascript prior to analytics code
      • Mobile Devices can with no javascript enabled
    • Cookie Info
      • __utma - Visitor identifer (expires after 2 years)
      • __utmb -Session Identifier (expires after 30 minutes of inactivity)
      • __utmc - Session Identifier (temporary cookie; destroyed when you quit browser; notes as new session)
      • __utmz - Campaign Values (Expires after 6 months or if overwritten)
  • What Does Web Analytics Measure?
      • Visitors
        • Characteristics
          • Browser, new vs. return, location
      • Traffic
        • Origins
          • Keywords, refers, pages
      • Content
        • Effectiveness
          • Bounce rate, paths, navigation summary
  • Specifics about Google Analytics
      • Tagged vs. log file
      • Highly Customizable
      • Basic install is robust
      • Worth more as part of process
      • Set goals
      • Use campaigns
      • Tons of Reporting
    • Other Important Facts
      • Enter before </body> or footer
      • Strips out known bots/spiders
      • Works on mobile phones if they support javascript and store cookies
      • Account number below = 1111111
        • The 1 after the - represents what implementation 
    <script type=&quot;text/javascript&quot;> vargaJsHost = ((&quot;https:&quot; == document.location.protocol) ? &quot;https://ssl.&quot; : &quot;http://www.&quot;); document.write(unescape(&quot;%3Cscript src='&quot; + gaJsHost + &quot;google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E&quot;)); </script> <script type=&quot;text/javascript&quot;> varpageTracker = _gat._getTracker(&quot;UA-1111111-1&quot;); pageTracker._initData(); pageTracker._trackPageview(); </script UA-1111111-1 >
  • How to Optimize
      • Have a Plan
      • Define Goals
      • Measure trends (ex. Bounce rates)
      • Track campaigns (ex. Email Newsletter)
      • Be methodical
  • Goals
      • Select page you want visitor to see to reach the goal
        • Goal is usually Thank you or confirmation page
          • Types of Goals
            • Thank you page on contact form
            • PDF Download for White Paper
            • Newsletter Signup
            • Feed Subscriptions
      •   Set-up Goals under
        • Analytics Settings -> Profile Settings -> Conversion Goals and Funnel
          • Select up to 4 goals per profile
            • Set up duplicate profiles to add more goals
        •   Enter URL of Goal Page
          • Ex. /Confirmation.aspx
        • Name the goal
      • Funnel steps on next page
    Image via www.headachecare.com
  • Funnel/Match Types
      • Funnels show where enter and how go through process
        • Show where you may lose would be customers
      • Add URL of pages leading to goal page
        • Name Steps (Ex. Select Contact Form)
      •   Match Type
        • Defines how google analytics identifies a goal/funnel
        • Match Types
          • Head Match
            • /offer1/ (anything after / will still be counted)
          • Exact Match
            • /offer1/signup.html
          •   Regular expression match
            • If you have multiple signup forms under one goal (/.*/signup.html
            • /offer2/signup.html and /offer3/signup.html
  • Goal Value   
      • Assign monetary value for non-ecommerce goals
      • Example
        • Sales team can close 10% of people who request to be contacted
        • Average Transaction is $500
        • Assign $50 (i.e. 10% of $500) to your &quot;Contact Us&quot; goal
    Image via http://risingsouthfoundation.com
  • Funnel Visualization Report
      • Displays visual representation of certain goal and path before and after each step in funnel (Left =  step before, Right =  step after)
      •   Goals -> Funnel Visualization
  • Reverse Goal Path Report
      • Displays exactly how people got to the goal page 
      • Shows funnels you may have not thought of before
      •   Goals -> Reverse Goal Path Report 
  • Bounce Rates
      • The percentage of web site visitors who arrive at a web site entry page, then leave without going any deeper into the site.
      • If page is higher than avg. site bounce rate percentage, focus on changing content on that page (blogs are different though)
        • Content - > Content by Title
        • Comparison View
        • Sort by Pageviews
        • Select &quot;Bounce Rate&quot; for compared to site average
    •  
  • Other Things you May Not Know
      • Some sites make extensive use of Flash or other interactive technologies.
        • These sites don't load new pages and user interaction is on single page
        • Equals high bounce rates and low times on site
        • Avoid this with virtual pageviews or events
      • Paid keywords with high bounce rates, show landing pages need to be fixed
    Image via http://latimesblogs.latimes.com
  • Creating User Accounts/Profiles
      • One login can have access to 25 accounts
      • Difference between Admins/Users
        • Users are read only; restricted to specific profiles
        • Admins can do everything (view all reports/edit account settings)
      •   Profiles typically per domain
        • set up for subdomains
        • setup for subset of data for one domain
        • set up reports for one domain where different users get different access
  • Creating User Accounts/Profiles ctd
      • New domains will have new tracking numbers
        •   UA-1111111-2 ad UA-1111111-3 as they are entered sequentially
      • Go to Analytics settings page 
        • Click add Website profile
        • Select radio button to add profile for NEW domain
        • Enter URL into text field (choose http or https)
          • Can enter subdomain
        • Click Finish 
  • Tracking across domains
      • _link method allows track a user across multiple domains
      • Add few lines to GA code
        • pageTracker._setDomainName(&quot;none&quot;);
        • pageTracker._setAllowLinker(true);
      • Add the _link() method to all links between domains 
        • Ex. <a href =&quot;http://www.your2ndsite&quot; onclick = &quot;pageTracker._link('http://www.your2ndsite.com');return false;&quot;) Go to our other site</a>
  • Transfer forms across domains
    • Mostly used to track from one site to a 3rd-party shopping cart site. 
      • Transfer visitors by linkByPost() for forms
        • Also, can be used to send cookie data to other domains in pop-ups or Iframes
        • Modify forms as follows:
          • <form action = &quot;http://www.shoppingcartsite.com/myService/formProcessor.php&quot; name =&quot;f&quot; method=&quot;post&quot; on submit=&quot;pageTracker._linkByPost(this)&quot;>... </form>
          • will add query string values to action attributes when user submits form
  • Filters 
      • Increases Flexibility of GA
      • Apply multiple filters to profiles
      • Maintain unfiltered profile (aka backup)
      • Predefined filters
        • Ex. Exclude all traffic from a certain IP Address
          • Won't track internal visits
      • Other possible filters
        • Convert URI/URL to lowercase
        • Filter out mydelphic traffic by hostname
        • Filter out client traffic by IP
    •  
  • Filter Setup
    • Enter via Filter manager on main analytics page or add a new profile with a filter
    • Custom Filters
      • Muiltiple include or exclude filters can be applied to a single profile
      • Filers are executed sequentially
      • The output from filter one is used as input for next filter
    •  
    • What not to do
      • Create 2 separate filters because they will cancel each other out
      • Instead, Create one filter that uses a regular expression to indicate that the Visitor region is California or Texas (Filter Pattern = Texas/California)
  • Tracking across sub domains
      • Add _setDomainName to tracking code on each page of each subdomain
      • Add this line to GA code
        • pageTracker._setDomainName(&quot;.parentsitename.com&quot;);
      • One issue is pages named the same in subdomain will not see separate visits
        • Best practices to avoid subdomain issues
          • Set up Profiles for each subdomain as well as a main profile with no filters
  • Filter for subdomains
      • Apply an advanced filter to differentiate subdomains within one profile (Add Filter from Main accounts screen)
        • Filter Type: Custom Filter > Advanced
        • Field A: Hostname
        • Extract A: (.*)
        • Field B: Request URI
        • Extract B: (.*)
        • Output To: Request URI
        • Constructor: /$A1$B1
      • With this filter, results appear within subdomain attached
        • Ex. /maps.google.com/home.html & /mail.google.com/home.html
      • More info here
  • Campaign URL Tagging
      • utm_source: Identify as an advertiser (google, citysearch, newsletter)
      •   utm_medium: Advertising medium (cpc, banner, email)
      •   utm_campaign: Campaign name (product, promo code, or slogan)
      • Optional campaign variables
        • utm_term: Paid search keyword
        • um_content: Use to track different versions of an ad
      • URL Builder here :
    •  
    • Example from recent Newsletter campaign we set up: 
      • http://www.sitename.com/news/in-the-news.aspx/d=84/title=CP? utm_source =Newsletter& utm_medium =email& utm_campaign =9-15-09NL
    •  
    •  
  • Create Custom Report
      • Decide what report should show
        • Ex.Source and Keyword Performance Report
          • Dimensions - sources and keywords
          • Metrics - Pageviews, bounces, visits
  • Internal Site Search
    • Why set this up?
      • Visitors use site search as a form of navigation
      • Analyze internal search can help identify:
        • Missing or hidden content
        • Ineffective search results
        • Keywords not previously identified for search campaigns
      • Set up through Analytics account -> Edit profile
        • Track Searching
        • Perform search on the site you will track to see what part of querystring identifies search
          • Ex. Google search = q
          • Ex. Yahoo search = p
  • Search Terms and Start Pages Reports
      • Search Terms Report
        • Can compare metrics between internal search queries
        • Useful for identifying new keywords
        • Can refine down through cross segmentation
          • Ex. What city did they search from for this term?
    •  
      •   Start Pages Report
        • Useful to assess effectiveness of landing pages
        • Click on the page listed in table and learn more about searches on that page
          • Ex. News page
            • Search term = Photo Gallery
            • Should Reference Photo Gallery on that page
  • For Further Information...
    • Go to Google Analytics IQ Lessons
      • http://www.google.com/support/conversionuniversity/?hl=en
    •  
    • To Contact Delphic Sage, email us: [email_address]