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Google Analytics 101
Goals Learn the basics of web analytics Learn how to set up an account in Google Analytics Learn the basic reporting capabilities in Google Analytics
Agenda Overview Web metrics vs. web analytics What web analytics can do for your business Introduction How Google Analytics works Key features and capabilities Setting up an account Activating Google Analytics tracking Reporting Navigating the reports interface Using the dashboard Exporting data Analyzing reports Sneak peek at new Google Analytics
Web Metrics Web Metrics are measurable parameters which reflect different activities occurring on your website. Some examples: The number of pages served. The number of unique IP addresses that have accessed the site. The amount of time a visitor stayed on a particular page. The number of times a particular file was accessed.
Web Analytics Bruce Clay, an SEO specialist, attributes this definition of Web Analytics to the Web Analytics Association (WAA): Web Analytics is the objective tracking, collection, measurement, reporting and analysis of quantitative web metrics data to optimize websites and web marketing initiatives.
Web Analytics Just after the birth of the Internet, IT technicians started maintaining server logs. The server log files store information about parameters such as: The IP address of the visitor The browser identifier. The operating system identifier. The referrer (website from which the request originated). People began developing scripts to extract relevant data from the server log files in order to compile useful information. In this way, web analytics came to life.
Why Analytics? Web Analytics provides insight into the online behavior of your visitors. The visitor data can be used to optimize your website to best meet the requirements of your audience. Web Analytics can provide business intelligence in the context of: Customer segmentation. Trend identification. Product development. Targeted marketing. Web Analytics can be used to track a wide variety of metrics to measure the overall success of your website.
What can analytics do for you? Analytics is an art and a science. Here is a structured approach for incorporating web analytics into your business: Identify the objective(s) of your website. Why do you have this website? Define Key Performance Indicators (KPI) to align measurable web metrics with your business objectives. Generate relevant reports. Understand the What, Why and How. This is called Trinity Analysis. Optimize. Find the opportunities for improvement.
How Google Analytics works
Setting up an account
Setting up tracking In order to effectively track the visitors behavior it is recommended that you tag every page on the website with the Google Analytics tracking code. urchin.js: This version of the code was inherited from an acquisition of the orginal company called Urchin. This code is dipricated and Google offically does not support the urchin.js code. ga.js: This version of code is still supported by Google, however Google is encouraging people to migrate to a newer code which is discussed in the following section. Google will eventually discontinue this code. Asynch Code (ga.js with gaq)
Example Go to www.panerabread.com
Google Analytics Reporting
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