Profiles, segments & filters: “Segment or Die”</li></li></ul><li>WEB ANALYTICS DEFINED<br />“Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.” Web Analytics Association<br />Study of online experience in order to improve it.<br />
WHY ANALYTICS?<br />Not analyzing your web analytics data is like not looking at your financial books.<br />“If you cannot measure it you cannot improve it”<br />William Thomson<br />
ANALYTICS CONNECTS THE DOTS<br />Conversion Architecture<br />PPC<br />SEO<br />
WHY ANALYTICS - MACRO<br /><ul><li>How many people are coming to your site?
FOCUS ON GOALS & CONVERSION<br />Goals by website type:<br />Commerce Objective:Get customers to buy directly online. <br />Lead Generation Objective:Get visitors to submit their contact information so that the company’s sales force can contact them <br />Content Objective:Get the customer to return (content sites revolve around the advertising business model)<br />Support/Self Service Objective:Provide customers with the ability to find the answers they need regarding their products<br />
Growth in page per visit</li></li></ul><li>GOOGLE ANALYTICS ACCOUNT SETUP<br />Create Google Account<br />Does not mean Gmail...<br />https://www.google.com/accounts<br />
GOOGLE ANALYTICS ACCOUNT SETUP<br />Login to Google Analytics with your Google Account<br />Create a Google Analytics account<br />Register your website<br />Get the Google Analytics code<br />http://www.google.com/analytics<br />
GOOGLE ANALYTICS ACCOUNT SETUP<br />Put the code on EVERY PAGE<br />Place just before the end of </body> tag of the page<br />Better to use with templates<br />Better to use with CMS<br />
Segment to see differences and get the actionable insights.
Visitors behave differently depending on the source, the medium, the campaign, the language, the country, the…</li></li></ul><li>SEGMENT, FILTERS, AND MORE<br />Multiple options:<br /><ul><li>Filters