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Introduction to Web Analytics

Introduction to Web Analytics ! Importance of Introduction to Web Analytics for client website.Check out this presentation,To know this in more details how Introduction to Web Analytics ? Learning Catalyst Provide Professional Training in Digital Marketing in India.To know more subscribe above mention link :

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Introduction to Web Analytics

  1. 1. Agenda for the Web analytics sessions
  2. 2. Basics • Importance • Overall view ( All tactics vis a vis in one place) • Site level (after platform level has been consumed) • What did the other 98% do • SEM managers, Product Managers, WA specialists use it the most • Careers • MBA, Marketing, Stats, Analytical bent of mind • GA certificate
  3. 3. What does GA help to measure
  4. 4. What Does Web Analytics Measure? • Visitors - WHO o Characteristics  Browser, new vs. return, location • Traffic - WHERE o Origins  Keywords, refers, pages • Content – WHAT o Effectiveness  Bounce rate, paths, navigation summary
  5. 5. Google Analytics collects your data based on 5 broad segments …Which give us over 80 primary reports, which can be further drilled down to over 1,000 unique reports. Reported Segments
  6. 6. Graph •Day/week/month views •Compare 2 metrics •‘Compare to site’ •Compare date ranges •Highlight data point on mouse-over Data table •Overview of selected component •5 unique data views •Search box to include/exclude specific data •Easily compare performance to Site Avg. Easily export/email a report •4 format options, incl. PDF, XML, CSV & TSV Data Representation
  7. 7. Why is Web analytics an in-demand skill
  8. 8. Overall view ( All tactics vis a vis in one place) Site level (after platform level has been consumed) What did the other 98% do SEM managers, Product Managers, WA specialists use it the most
  9. 9. But most businesses suck at knowing what to do with this ‘live’ data Like BIG time And that’s why Web Analytics is a ‘much in demand’ skill.
  10. 10. Putting the GA code on your site and checking for it
  11. 11. Placing the analytics code
  12. 12. Some Basic Metrics
  13. 13. So… What are HITS? A hit is a request to a web server for a file (web page, image, JavaScript, Cascading Style Sheet, etc.). When a web page is uploaded from a server the number of "hits" or "page hits" is equal to the number of files requested, therefore one page load does not always equal one hit because often pages are made up of other images and other files which stack up the number of hits counted. Because one page load does not equal one hit it is an inaccurate measure of a websites popularity or web traffic… Wikipedia
  14. 14. Important basics
  15. 15. Visitor gets determined based on Cookies What data won't get through to Google Analytics? • Disabled Javascript • Blocked all cookies • Deleted Cookies o comes up as new visitor though • Error in Javascript prior to analytics code • Mobile Devices can with no javascript enabled
  16. 16. • Visits - how many visits your site received (one person can visit site several times – it will count as several visits) • Absolute Unique Visitors - how many people visited your site (one person can visit the site several times, but it will be just one visitor) • Pageviews – how many pages were accessed by visitors (one visitor can view the same page 10 times; it will be 10 pageviews) • Pages per Visit – on average, how many pages were viewed during each visit (a person visited the site twice; in the morning he viewed 2 pages, in the evening he viewed 4 pages – the average will be 3 pages per visit) • Bounce Rate – % of visits that included only one page • Average time on site – average time each visit took • New Visitor – a visitor that have not visited the site before the selected reporting period
  17. 17. Some other imp things before you head to reports • Dimensions – Primary and Secondary • Segments – Existing and Customized • Add to Dashboard feature • Export any report
  18. 18. Wait.. Do you know what data to look out for ? -What is ailing your business ? -What data your managers want ? -What kind of improvement you want in short term and long term ? -What were the recent initiatives that you want to be tracked
  19. 19. Case : Learning Catalyst
  20. 20. AUDIENCE • How is traffic growing month on month ? Year on year • Is engagement improving • Locations : Which locations are responding well to campaigns ? Should we start offices in other locations also ? • Browsers : Which ones are the main ones – which we need to communicate to our designers • Visitors Flow : Are we helping people with what they want ? • Map Overlay : Not insight, but actual data of what has worked. Which geos working for brand in organic search, Keyword trends so that you can make ad groups. Which geos – which sites are working for you so that you can do managed. What is doing well wrt to goals and e-commerce. • % New visits : Take percentage and see. Does it relate to your ad campaigns. Too much of variation. • ,
  21. 21. TRAFFIC SOURCES • Keywords : Where can you NOT spend on SEM. Doing well for a relatively new business for Brand. SEO needs to be ramped up. • Keywords : who are our unexpected heroes. • Direct Traffic : wrt to geos and cities • Referring Sites : wrt to geos and cities • Page Title : wrt keywords and sources
  22. 22. CONTENT • Top Landing Pages : Compare with SEO keywords if intended. • Top Exit Pages : Analyze wrt sources for problem exit pages • In-page analytics : Very useful (example – is flash too big)
  23. 23. Case 2 : ICICI Lombard
  24. 24. Tracking campaigns • Campaigns (electronic format) need to be “tagged” before they start • Campaigns (not electronic format, direct mail for example) need to have a special “nice” URL; which itself need to be “tagged” If campaign is not tagged before it is sent, it can not be tracked
  25. 25. Goals • Select page you want visitor to see to reach the goal o Goal is usually Thank you or confirmation page  Types of Goals  Thank you page on contact form  PDF Download for White Paper  Newsletter Signup  Feed Subscriptions • Set-up Goals under o Analytics Settings -> Profile Settings -> Conversion Goals and Funnel  Select up to 4 goals per profile  Set up duplicate profiles to add more goals o Enter URL of Goal Page  Ex. /Confirmation.aspx o Name the goal • Funnel steps on next page Image via
  26. 26. Funnel/Match Types • Funnels show where enter and how go through process o Show where you may lose would be customers • Add URL of pages leading to goal page o Name Steps (Ex. Select Contact Form) • Match Type o Defines how google analytics identifies a goal/funnel o Match Types  Head Match  /offer1/ (anything after / will still be counted)  Exact Match  /offer1/signup.html  Regular expression match  If you have multiple signup forms under one goal (/.*/signup.html  /offer2/signup.html and /offer3/signup.html
  27. 27. Goal Value • Assign monetary value for non-ecommerce goals • Example o Sales team can close 10% of people who request to be contacted o Average Transaction is $500 o Assign $50 (i.e. 10% of $500) to your "Contact Us" goal Image via
  28. 28. Funnel Visualization Report • Displays visual representation of certain goal and path before and after each step in funnel (Left = step before, Right = step after) • Goals -> Funnel Visualization
  29. 29. Creating User Accounts/Profiles • One login can have access to 25 accounts • Difference between Admins/Users o Users are read only; restricted to specific profiles o Admins can do everything (view all reports/edit account settings) • Profiles typically per domain o set up for subdomains o setup for subset of data for one domain o set up reports for one domain where different users get different access