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@DNNConDon’t forget to include #DNNCon in your tweets!
@DNNConDon’t forget to include #DNNCon in your tweets!
Using Google Analytics
to Guide & Grade Web Projects
Jason Stone, V...
@DNNConDon’t forget to include #DNNCon in your tweets!
1. “Beginner-Level” Content
2. Why Analytics Matter
3. What to Look...
@DNNConDon’t forget to include #DNNCon in your tweets!
Guiding
Projects
Google Analytics
@DNNConDon’t forget to include #DNNCon in your tweets!
1. Used by the Majority of Good Sites
(~70%)
2. ROI (Defend the Spe...
@DNNConDon’t forget to include #DNNCon in your tweets!
• The client has GA installed and
working correctly.
• They’re Goin...
@DNNConDon’t forget to include #DNNCon in your tweets!
Part 1: Guiding
Let’s Look at the Numbers…
@DNNConDon’t forget to include #DNNCon in your tweets!
Initial View is “Audience
Overview”
@DNNConDon’t forget to include #DNNCon in your tweets!
Metrics from “Audience
Overview”
@DNNConDon’t forget to include #DNNCon in your tweets!
Metrics from “Audience
Overview”
Bounce Rate can have a different a...
@DNNConDon’t forget to include #DNNCon in your tweets!
Does this chart look right?
@DNNConDon’t forget to include #DNNCon in your tweets!
What about these?
@DNNConDon’t forget to include #DNNCon in your tweets!
Behavior > Site Content > All
Pages
@DNNConDon’t forget to include #DNNCon in your tweets!
Behavior > Site Content > All Pages >
Page Title
@DNNConDon’t forget to include #DNNCon in your tweets!
Metrics from All Pages
@DNNConDon’t forget to include #DNNCon in your tweets!
Metrics from All Pages
@DNNConDon’t forget to include #DNNCon in your tweets!
Metrics from All Pages
@DNNConDon’t forget to include #DNNCon in your tweets!
Metrics from All Pages
@DNNConDon’t forget to include #DNNCon in your tweets!
Acquisition > All Traffic > Referrals
Tips and Tricks: Got Bots?
@DNNConDon’t forget to include #DNNCon in your tweets!
Advanced Search
@DNNConDon’t forget to include #DNNCon in your tweets!
Tips and Tricks: User Searches
Use searches to help see what users
...
@DNNConDon’t forget to include #DNNCon in your tweets!
Tips and Tricks: User Searches
Use searches to help see what users
...
@DNNConDon’t forget to include #DNNCon in your tweets!
Tips and Tricks: Dealing with a
Larger Site
1. Export the lines to ...
@DNNConDon’t forget to include #DNNCon in your tweets!
Grading
Projects
Google Analytics
@DNNConDon’t forget to include #DNNCon in your tweets!
Current GA Universal Analytics Script
Start with the correct GA cod...
@DNNConDon’t forget to include #DNNCon in your tweets!
<script>
(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]...
@DNNConDon’t forget to include #DNNCon in your tweets!
Current GA Universal Analytics Script
Swap UA-XXXXXXXX-X code for
[...
@DNNConDon’t forget to include #DNNCon in your tweets!
Current GA Universal Analytics Tracking
Code
Recommended: Stick wit...
@DNNConDon’t forget to include #DNNCon in your tweets!
Set Up (Confirm) Views
Master / Raw
Filtered
@DNNConDon’t forget to include #DNNCon in your tweets!
Set Up (Confirm) Filters
@DNNConDon’t forget to include #DNNCon in your tweets!
Set Up (Confirm) Views
Master / Raw
Filtered
@DNNConDon’t forget to include #DNNCon in your tweets!
Set Up (Confirm) Filters: Remove
Internal IPs
@DNNConDon’t forget to include #DNNCon in your tweets!
Set Up (Confirm) Filters: Clean
Case
@DNNConDon’t forget to include #DNNCon in your tweets!
Set Admin > View
Settings
•Default Page
•“Bot Filtering”
•Site Sear...
@DNNConDon’t forget to include #DNNCon in your tweets!
Remember everything we looked at in
the beginning?
Pick your poison...
@DNNConDon’t forget to include #DNNCon in your tweets!
ga('send', 'event', [eventCategory],
[eventAction], [eventLabel],
[...
@DNNConDon’t forget to include #DNNCon in your tweets!
Acquisition > All Traffic >
Referrals
Got Friends? Tell them about ...
@DNNConDon’t forget to include #DNNCon in your tweets!
Tips & Tricks: View Root
Domains
@DNNConDon’t forget to include #DNNCon in your tweets!
Watch for Error 404s
@DNNConDon’t forget to include #DNNCon in your tweets!
1. At Launch
2. 30, 60, 90 days
3. GA auto emails to stakeholders
4...
@DNNConDon’t forget to include #DNNCon in your tweets!
Questions?
Google Analytics
@DNNConDon’t forget to include #DNNCon in your tweets!
Want More?
engagesoftware.com/blog
www.linkedin.com/in/jasonhston
@...
@DNNConDon’t forget to include #DNNCon in your tweets!
THANKS TO ALL OF OUR GENEROUS
SPONSORS!
AND MOST OF ALL – THANK YOU...
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Analytics In, Analytics Out: Using Google Analytics to Guide and Grade Web Projects

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A primer on Google Analytics given to attendees of the DNN CMS conference, DNNcon, on April 2016 in Baltimore, MD.

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Analytics In, Analytics Out: Using Google Analytics to Guide and Grade Web Projects

  1. 1. @DNNConDon’t forget to include #DNNCon in your tweets!
  2. 2. @DNNConDon’t forget to include #DNNCon in your tweets! Using Google Analytics to Guide & Grade Web Projects Jason Stone, VP Sales & Marketing, Engage jstone@engagesoftware.com
  3. 3. @DNNConDon’t forget to include #DNNCon in your tweets! 1. “Beginner-Level” Content 2. Why Analytics Matter 3. What to Look for in the Data 4. Real World Examples 5. Tips and Best Practices 6. A Free Tool What to Expect Today
  4. 4. @DNNConDon’t forget to include #DNNCon in your tweets! Guiding Projects Google Analytics
  5. 5. @DNNConDon’t forget to include #DNNCon in your tweets! 1. Used by the Majority of Good Sites (~70%) 2. ROI (Defend the Spend) 3. DMAIC (Define, Measure, Analyze, Improve, Control) The data can answer Marketing’s questions around who, when, and what. Why GA Matters
  6. 6. @DNNConDon’t forget to include #DNNCon in your tweets! • The client has GA installed and working correctly. • They’re Going to Share Read & Analyze Access With You • Clean data? One URL source, understand Filters. First, Confirm Important Assumptions
  7. 7. @DNNConDon’t forget to include #DNNCon in your tweets! Part 1: Guiding Let’s Look at the Numbers…
  8. 8. @DNNConDon’t forget to include #DNNCon in your tweets! Initial View is “Audience Overview”
  9. 9. @DNNConDon’t forget to include #DNNCon in your tweets! Metrics from “Audience Overview”
  10. 10. @DNNConDon’t forget to include #DNNCon in your tweets! Metrics from “Audience Overview” Bounce Rate can have a different average for different kinds of sites, though 40% is an overall average. In this case, 80.25% is an indication of a problem. It’s too high for this Client’s site.
  11. 11. @DNNConDon’t forget to include #DNNCon in your tweets! Does this chart look right?
  12. 12. @DNNConDon’t forget to include #DNNCon in your tweets! What about these?
  13. 13. @DNNConDon’t forget to include #DNNCon in your tweets! Behavior > Site Content > All Pages
  14. 14. @DNNConDon’t forget to include #DNNCon in your tweets! Behavior > Site Content > All Pages > Page Title
  15. 15. @DNNConDon’t forget to include #DNNCon in your tweets! Metrics from All Pages
  16. 16. @DNNConDon’t forget to include #DNNCon in your tweets! Metrics from All Pages
  17. 17. @DNNConDon’t forget to include #DNNCon in your tweets! Metrics from All Pages
  18. 18. @DNNConDon’t forget to include #DNNCon in your tweets! Metrics from All Pages
  19. 19. @DNNConDon’t forget to include #DNNCon in your tweets! Acquisition > All Traffic > Referrals Tips and Tricks: Got Bots?
  20. 20. @DNNConDon’t forget to include #DNNCon in your tweets! Advanced Search
  21. 21. @DNNConDon’t forget to include #DNNCon in your tweets! Tips and Tricks: User Searches Use searches to help see what users can’t find. Option 1: Advanced Search for “Search”
  22. 22. @DNNConDon’t forget to include #DNNCon in your tweets! Tips and Tricks: User Searches Use searches to help see what users can’t find. Option 2: Behavior > Site Search > Overview
  23. 23. @DNNConDon’t forget to include #DNNCon in your tweets! Tips and Tricks: Dealing with a Larger Site 1. Export the lines to Excel (5,000 at a time). 2. You’ll Need To Merge the Excel Files. 3. OR use Google Sheets: https://developers.google.com/analytics/sol utions/articles/reporting-apps-script 1. Play with the numbers. They offer real insights.
  24. 24. @DNNConDon’t forget to include #DNNCon in your tweets! Grading Projects Google Analytics
  25. 25. @DNNConDon’t forget to include #DNNCon in your tweets! Current GA Universal Analytics Script Start with the correct GA code. In DNN Change Host > SiteAnalytics.config to match the code from Google Analytics Admin > Property > Tracking Code
  26. 26. @DNNConDon’t forget to include #DNNCon in your tweets! <script> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o) [0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)}) (window,document,'script','//www.google-analytics.com/analytics.js','ga'); ga('create', ‘UA-XXXXXXXX-X', 'auto'); ga('send', 'pageview'); </script> Current GA Universal Analytics Tracking Code It should look like this:
  27. 27. @DNNConDon’t forget to include #DNNCon in your tweets! Current GA Universal Analytics Script Swap UA-XXXXXXXX-X code for [‘Tracking Code’] to use DNN’s Google Analytics Token.
  28. 28. @DNNConDon’t forget to include #DNNCon in your tweets! Current GA Universal Analytics Tracking Code Recommended: Stick with the Client’s existing UA tracking code for historic comparison reporting.
  29. 29. @DNNConDon’t forget to include #DNNCon in your tweets! Set Up (Confirm) Views Master / Raw Filtered
  30. 30. @DNNConDon’t forget to include #DNNCon in your tweets! Set Up (Confirm) Filters
  31. 31. @DNNConDon’t forget to include #DNNCon in your tweets! Set Up (Confirm) Views Master / Raw Filtered
  32. 32. @DNNConDon’t forget to include #DNNCon in your tweets! Set Up (Confirm) Filters: Remove Internal IPs
  33. 33. @DNNConDon’t forget to include #DNNCon in your tweets! Set Up (Confirm) Filters: Clean Case
  34. 34. @DNNConDon’t forget to include #DNNCon in your tweets! Set Admin > View Settings •Default Page •“Bot Filtering” •Site Search Enabled •Queries Stripped Install (Confirm) A Clean View
  35. 35. @DNNConDon’t forget to include #DNNCon in your tweets! Remember everything we looked at in the beginning? Pick your poison: Sessions, PVs, UPVs, Time on Site, Bounce Rate, Exit %... Don’t forget: Event tracking Set KPIs
  36. 36. @DNNConDon’t forget to include #DNNCon in your tweets! ga('send', 'event', [eventCategory], [eventAction], [eventLabel], [eventValue], [fieldsObject]) Event Tracking: Clicks, Media files, PDFs, etc.
  37. 37. @DNNConDon’t forget to include #DNNCon in your tweets! Acquisition > All Traffic > Referrals Got Friends? Tell them about the new launch.
  38. 38. @DNNConDon’t forget to include #DNNCon in your tweets! Tips & Tricks: View Root Domains
  39. 39. @DNNConDon’t forget to include #DNNCon in your tweets! Watch for Error 404s
  40. 40. @DNNConDon’t forget to include #DNNCon in your tweets! 1. At Launch 2. 30, 60, 90 days 3. GA auto emails to stakeholders 4. Quill Engage by Narrative Science Monitor the Data
  41. 41. @DNNConDon’t forget to include #DNNCon in your tweets! Questions? Google Analytics
  42. 42. @DNNConDon’t forget to include #DNNCon in your tweets! Want More? engagesoftware.com/blog www.linkedin.com/in/jasonhston @StoneSTL Google Analytics
  43. 43. @DNNConDon’t forget to include #DNNCon in your tweets! THANKS TO ALL OF OUR GENEROUS SPONSORS! AND MOST OF ALL – THANK YOU!!
  • ScottWinklebleck

    May. 2, 2016

A primer on Google Analytics given to attendees of the DNN CMS conference, DNNcon, on April 2016 in Baltimore, MD.

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