Enhancing Google Analytics
High-Impact Practices for Your Library

Tabatha Farney
University of Colorado
HiP #1

Track every
web service
point.

Websites
Social
Media

Catalog
Library
Web Presences

Blog

Calendar
Mobile
Site
HiP #2

Customize your GA
install.
HiP #2
Modify your GATC:
<script type="text/javascript">
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-xxxxxx']);
_...
HiP #3

Focus on the essential
user group(s).
From This

To This
HiP #3
Segmenting or Filtering?
How do they differ?
Filtering removes data
from the collection
process.
Segmentation remov...
HiP #4

Track all the essential
interactions.
HiP #4
Event Tracking
Event = An action that
does not generate a
“page view.”
How to Track Events?
You must add the additi...
HiP #5

Set those goals!
HiP #5
Goal Reporting in GA
 GA tracks conversions
A conversion is simply a
desired action on a webpage.

 GA offers 4 G...
HiP #5
Goal Examples
Goal 1: Increase the numbers of subscribers to the library
newsletter by xx%.
Goal Type: Event

Goal ...
HiP #6

Sharing is caring.
Recap
1.

Track all your library’s web presences.

2.

Move beyond the out-of-box GA install.

3.

Find the user through f...
The Sources
This presentation is based on:
Farney, Tabatha, and Nina McHale. 2013. Maximizing Google Analytics: Six high
i...
Borrowed Images
Slide 5: “Students Studying,” University of Denver. Flickr.
http://www.flickr.com/photos/uofdenver/3770483...
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Enhancing Google Analytics: High-Impact Practices for Your Library

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Highlights six best practices for libraries to implement to get the most out of their Google Analytics installations.

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Enhancing Google Analytics: High-Impact Practices for Your Library

  1. 1. Enhancing Google Analytics High-Impact Practices for Your Library Tabatha Farney University of Colorado
  2. 2. HiP #1 Track every web service point. Websites Social Media Catalog Library Web Presences Blog Calendar Mobile Site
  3. 3. HiP #2 Customize your GA install.
  4. 4. HiP #2 Modify your GATC: <script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-xxxxxx']); _gaq.push(['_trackPageview']); (function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://' : 'http://') + 'stats.g.doubleclick.net/dc.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })(); </script>        Cross-domain tracking Demographic info IP anonymization User opt-out Custom variables Event tracking Universal Analytics?
  5. 5. HiP #3 Focus on the essential user group(s). From This To This
  6. 6. HiP #3 Segmenting or Filtering? How do they differ? Filtering removes data from the collection process. Segmentation removes unwanted data at the report level.
  7. 7. HiP #4 Track all the essential interactions.
  8. 8. HiP #4 Event Tracking Event = An action that does not generate a “page view.” How to Track Events? You must add the additional tracking code to each event. Popular Events to Track:      Outbound Links Video/audio players Embedded widgets or scripts Document files (ie PDFs) Online forms <img src=“image_name.jpg" alt=“description” onClick=“_gaq.push(*‘_trackEvent’, ‘event category’, ‘event action’, ‘event name’+);”/>
  9. 9. HiP #5 Set those goals!
  10. 10. HiP #5 Goal Reporting in GA  GA tracks conversions A conversion is simply a desired action on a webpage.  GA offers 4 Goal types: 1. 2. 3. 4. URL Destination Event Visit Duration Pages per Visit
  11. 11. HiP #5 Goal Examples Goal 1: Increase the numbers of subscribers to the library newsletter by xx%. Goal Type: Event Goal 2: Library users can find a research database in three clicks or less regardless of where they enter the library website. Goal Type: Destination URL or Event (with custom segment) Goal 3: Increase the usage of the “browse the shelves” feature in the library catalog. Goal Type: Event
  12. 12. HiP #6 Sharing is caring.
  13. 13. Recap 1. Track all your library’s web presences. 2. Move beyond the out-of-box GA install. 3. Find the user through filters or segments. 4. Implement event tracking for the pageless stuff. 5. Goals are necessary to determine site success. 6. Data collection is pointless if not used.
  14. 14. The Sources This presentation is based on: Farney, Tabatha, and Nina McHale. 2013. Maximizing Google Analytics: Six high impact practices. Chicago, IL: ALA TechSource. Other good reads include: Farney, Tabatha and Nina McHale. 2013. Web analytics strategies for information professionals: A LITA guide. Chicago: ALA TechSource. Kaushik, Avinash. 2010. Web analytics 2.0: the art of online accountability & science of customer centricity. Indianapolis, IN: Wiley. Keeping current on Google Analytics: Google Analytics on Google Plus https://plus.google.com/+GoogleAnalytics/posts Google Analytics Blog http://analytics.blogspot.com/
  15. 15. Borrowed Images Slide 5: “Students Studying,” University of Denver. Flickr. http://www.flickr.com/photos/uofdenver/3770483632

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