Google analytics 2011_joanne-casey


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Google analytics 2011_joanne-casey

  1. 1. Google Analytics Joanne Casey Head of Search and Analytics Omnicom Media GroupSlide  1
  2. 2. Agenda 1 What is Web Analytics? 2 How Google Analytics works 3 Getting Set Up on Google Analytics 4 Privacy Policy & The Google Analytics Tracking Code 5 Tracking Goals and Event Tracking 6 BREAKOUT SESSION 7 Google Analytics Reports & Actionable Insights 8 Take Aways 9 Support & Further Reading10Slide  2 Questions
  3. 3. What is Web Analytics? “Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimising web usage” - Web Analytics Association “Tools for measuring the success (or not) of your web site” - Brian Clifton “Web analytics and services will underpin the transformation of Web intelligence to support the entire marketing mix” - Joe Stanhope, Senior Analyst Forrester Research “The amount of data is obscene. The managers that are going to be successful are going to be the ones who are prepared to take a knife to the amount of data..Otherwise, it‟s like a virus.” - Guy Laurence, CEO of Vodafone UKSlide  3
  4. 4. Analytics ProvidersSlide  4
  5. 5. Why Google Analytics? Free! Sufficient to most Easy to Set up & Use Its allows integration and measurement of other marketingSlide  5 activities
  6. 6. How does Google Analytics track users? Processed Data Is accessed via The GA interface Request made to server to Data is captured display page And processed Cookies are read or written & webpage sends data to Google Servers Page is served & Javascript Code ExecutedSlide  6
  7. 7. Tracking Issues Visitors with cookies or Javascript disabled will not be tracked Visitors who delete cookies will show up as a new visitor each time they visit rather than a returning visitor A Visitor who visits the site from a different web browser or computer will be see as a new visitorSlide  7
  8. 8. Tracking Issues Don’t let it get to you No analytics package is 100% accurate Data discrepancy is normal Look for trends in dataSlide  8
  9. 9. Getting Started: Sign up to Google Analytics 2 1Slide  9
  10. 10. Getting Started: Sign up to Google AnalyticsSlide  10
  11. 11. Privacy Note! “7. PRIVACY . You will not (and will not allow any third party to) use the Service to track or collect personally identifiable information of Internet users, nor will You (or will You allow any third party to) associate any data gathered from Your website(s) (or such third parties website(s)) with any personally identifying information from any source as part of Your use (or such third parties use) of the Service. You will have and abide by an appropriate privacy policy and will comply with all applicable laws relating to the collection of information from visitors to Your websites. You must post a privacy policy and that policy must provide notice of your use of a cookie that collects anonymous traffic data.”Slide  11
  12. 12. The Google Analytics Code (GATC) UA Number: Unique & Identifies AccountPut on every page of your sitePlaced between header tags on a pageSlide  12
  13. 13. Tracking Website GoalsWhat is a Goal? Someone who fills out a contact us Someone who signs form up to a newsletter Identifying & Measuring Positive Actions that occur on your site that contribute Someone who visits towards the success of your business Someone who stays a certain about of pages on a visit a certain about of time on a page Slide  13
  14. 14. Goals in Analytics AvailableSlide  14
  15. 15. Goal Settings- URL GoalsSlide  15
  16. 16. Goal Settings- Non- URL Goals Identify a benchmark to set based on past dataSlide  16
  17. 17. Importing Goals into AnalyticsSlide  17
  18. 18. Event Tracking Elements such as clicks on links to a Facebook page or Twitter page are generally not track-able with the regular code implementation as clicks on a link take the visitor elsewhere that‟s got no GA code<a href="" target="_blank" onClick="_gaq.push([_trackEvent, Outbound Link, Onclick, Facebook]);"><a href="" target="_blank“ onClick="_gaq.push([_trackEvent, Outbound Link, Onclick, ‘Twitter]);"> Apply these codes to onclick event buttons
  19. 19. Event Tracking Tracking videos with event trackingSlide  19
  20. 20. Event Tracking How many people pressed play on a video? To what extent was the volume button changed?Slide  20
  21. 21. Breakout Session! - Investigate the below sites - Decide on KPIs for each site - Based on these KPIs, determine if you would set up: • URL goals • Engagement goals (Time on Site, Pages per Visit) • Event tracking1 2 3 4Slide  21
  22. 22. Tracking Offline Media Annotations is an excellent tool in Google Analytics that you should be utilising in order to track any offline activity that is taking place. These will then appear as small speech bubbles in the graphs so if you did see a spike in traffic, you can quickly refer back to why this change may have occurred.The disadvantage of using annotations is that they can not be entered in for futuredays and can not be separated out by hour.
  23. 23. Extracting Insightful Data from Analytics Packages Use the hourly visit report to track Tracking media spot activity impact effectiveness of time of day Media spotsSlide  23
  24. 24. Extracting Insightful Data from Analytics Packages Knowing when to run online campaigns Run online campaigns & use time scheduling when historically bounce rates are lowSlide  24
  25. 25. Extracting Insightful Data from Analytics Packages Intelligence Set at least one Alert for traffic Falling below 50%Slide  25
  26. 26. Extracting Insightful Data from Analytics Packages Which country Geographic Report are you getting most traffic from? What other markets should you consider?Slide  26
  27. 27. Extracting Insightful Data from Analytics Packages Browser and Operating Systems Use the Browser and Operating system report to identify which combination is being used most by users
  28. 28. Extracting Insightful Data from Analytics Packages Filter results by bounce rate & use Browsershots & BrowserCam to test site rendering
  29. 29. Extracting Insightful Data from Analytics Packages What is the uplift in mobile traffic and from which devices? Is the bounce rate high and if Mobile Devices so would you consider building an app or Mobile site? Use the service provider and operating system report to build Ad Words mobile campaignsSlide  29
  30. 30. Extracting Insightful Data from Analytics Packages What is the uplift in mobile traffic and from which devices? Is the bounce rate high and if Mobile Devices so would you consider building an app or Mobile site? Use the service provider and operating system report to build Ad Words mobile campaignsSlide  30
  31. 31. Extracting Insightful Data from Analytics Packages Traffic Sources Where is most traffic to your site coming from? How does this change after conducting an offline or online campaign?Slide  31
  32. 32. Extracting Insightful Data from Analytics Packages Direct Traffic How memorable is your URL? How does your direct traffic change after offline activity and how does this change over time?Slide  32
  33. 33. Extracting Insightful Data from Analytics What is your ROI for any links you are paying for Referring Sites placement on? What sites can you improve Bounce Rate on before you remove the link? Which sites should you target on the Google Display Network?Slide  33
  34. 34. Extracting Insightful Data from Analytics Search Engines Report What keywords should you add to your PPC campaigns? What keywords do you currently have visibility for and how has overall visits and no of keywords used to access my site changed? Should you run Yahoo or Bing PPC campaigns?Slide  34
  35. 35. Extracting Insightful Data from Analytics Which campaigns/ keywords Analysing PPC campaigns Have worked well? Which time of the day should you push your AdWords budget into?Slide  35
  36. 36. Extracting Insightful Data from Analytics What value are you getting Analysing PPC campaigns from paid search? How many goals is it generating? How much revenue is it generating?Slide  36
  37. 37. Non-Adwords Campaign Integration Use the Google URL Tool builder to track all online marketing activity Can set up formula in excel to generate a number of URLsSlide  37
  38. 38. Non-Adwords Campaign Integration Fill out the campaign fields, use the generated URL so you can see the traffic split out in reports GA tracking still works with URL Shorteners just redirect to Campaign URL Slide  38
  39. 39. Non-Adwords Campaign Integration: Social MediaSlide  39
  40. 40. Extracting Insightful Data from Analytics Content Report What are the most visited pages on your site and how which pages have the highest bounce or exit rate?Slide  40
  41. 41. Extracting Insightful Data from Analytics Navigation Summary What is the navigation path that users are taking through your site? Is this what you expect?Slide  41
  42. 42. Extracting Insightful Data from Analytics A user takes only 8 seconds to decide whether to leave your site or not. Which elements or sections Landing Page Optimisation: are people clicking In Page Analytics on the most?Slide  42
  43. 43. Extracting Insightful Data from Analytics Site Search Report What are users searching for on your site? Are these products that are popular but not apparent on arrival? Are they products that are not related to your business? If not, where did these users come from? What is the % exit after performing a search?Slide  43
  44. 44. E-Commerce Ecommerce ReportingSlide  44
  45. 45. Extra Elements of Tracking: E-Commerce 1. Add Trans (Transaction Detail) 2. Add Item (Item Detail) Code is added to the receipt pageSlide  45
  46. 46. Support Centre- GoogleSlide  46
  47. 47. Don’t Forget! 1. Ensure the Google Analytics code is on every page 2. Check you meet the privacy terms 3. Identify and set up goals for your website 4. Link your AdWords and Analytics 5. Use Annotations to measure offline activity 6. Identify reports that are important to your business 7. Continuously analyse data 8. Keep asking yourself „So What‟ until you get an actionable insight 9. Use actionable insights to improve business performance 10. Never stop testing!Slide  47
  48. 48. Google Analytics Channel: Avinash Kaushik & NickMihailovskiSlide  48
  49. 49. Recommended ReadingSlide  49
  50. 50. Questions? Email: LinkedIn: Twitter: @joannecaseySlide  50