Google analytics 03122013


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Jay Murphy's Newport Interactive Marketer's Presentation in March 2013.

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Google analytics 03122013

  1. 1. Google Analytics Jay MurphyTrionia Incorporated – The Science of Marketing Twitter LinkedIn 877-234-0591
  2. 2. Google Analytics – AgendaA Whirl-Wind Tour of Google Analytics   Why you should use Analytics?   How to install   Definitions   Case Studies   Resources
  3. 3. Why use Google AnalyticsWho has questions about a website?   Site Owners   Ad Agencies – Online and Offline   Site Developers – Design & Technical 3
  4. 4. AnswersQuestion Analytics can help answer   Who is visiting the site?   How are people finding the site?   What will bring more people to the site?   What are people doing on the site?   Are people accomplishing the site goals?   How can the website be improved? 4
  5. 5. Analytics ToolsThe top analytics tools   Google Analytics   Site Catalyst - Omniture   Coremetrics - IBM   WebtrendsA few open source choices:   AWStats   Webalizer 5
  6. 6. Accuracy?  Analytics is not Accounting  Focus on Trends – Focus on Changes  Don’t try to reconcile two tools – they will be different  For metrics with monetary value – define the one tool in advance 6
  8. 8. How to InstallGoogle Analytics is easy to install:   Using your Google Account, access Analytics: 8
  9. 9. How to Install (continued)Fill-in the information on the form: 9
  10. 10. How to Install (continued)And receive your tracking code: 10
  11. 11. Installation & Check  Place your tracking code on each page of your site  Use a tag checker – like Google Tag Assistant 11
  12. 12. Check (continued)  For more complicated installations use the Google Analytics Debugger 12
  13. 13. DefinitionsUnique VisitorsA unique user who accesses a Website, while people cannot be identified byanalytics, we substitute computers. So a single computer that accesses awebsite is deemed to be a Unique Visitor. (Most analytics tools use cookies,small files saved by a browser, to determine if a machine has been to a websitebefore. Since many users, estimated to be 25% or so, remove cookies on amonthly basis, unique visitors can be overstated.)VisitsA visit is defined as a series of page requests from the same uniquely identifiedclient with a time of no more than 30 minutes between each page request. Sofor a user who visits at 11:00 AM and then again at 11:20 this user counts as asingle unique visit; if the user clicks on a new page at 11:35 it now counts astwo visits. (Some analytics packages use the term session in place of visit.) 13
  14. 14. Definitions (continued)New VisitorsA visitor that has not made any previous visits. Again, since New Visitors arealso determined by the use of cookies saved on a visitors computer; visitors thatdelete cookies show as new visitors.Bounce RateThe percentage of visits where the visitor enters and exits at the same pagewithout visiting any other pages on the site in between. (In general a higherbounce rate is not a good sign – but some websites are designed for a singlepage view before leaving, for example blogs. Use bounce rate to analyze yoursite based on your site’s users goals.) 14
  15. 15. Definitions (continued)Average Pages per VisitThe average number of page views a visitor views before ending their visit. It iscalculated by dividing total number of page views by total number of visits.Average Time on SiteAverage amount of time that visitors spend on the site each time they visit.(This metric can be complicated by the fact that analytics programs cannotmeasure the length of the last page view, since the time is measured by starttime of second page minus the start time of the first page.)Page ViewsA request for a file whose type is defined as a page in log analysis. Anoccurrence of the script being run in page tagging. In log analysis, a singlepage view may generate multiple hits as all the resources required to view thepage (images, .js and .css files) are also requested from the web server. 15
  16. 16. CASE STUDIES 16
  17. 17. GE MCS – SEO Performance6 businesses7,000+ page websiteImprove SEO 17
  18. 18. GE MCS – SEO Performance (continued)  SEO is not an overnight process  Regular optimization and reporting  Measure SEO performance across businesses and parent company, using:  Profiles for each business  Goals – to measure Leads  Advanced segments for search behavior 18
  19. 19. ProfilesProfiles – report on specific parts of a site.We use filtering 19
  20. 20. GoalsGoals measure desired action – New LeadsSo we setup Goals 20
  21. 21. A Quick AnalysisUsing a Reporting Tool GA DataGrabber­‐  |  Goal  starts,  all  goals   1,600   google   1,400   1,200   1,000   bing   800   Goal  starts,  all  goals   600   400   yahoo   200   0   1   2   3   4   5   6   7   8   9   10   11   12   13   14   17   16   15   18   21   20   yandex   Page  depth   Other   21
  22. 22. A Quick Analysis (continued)To learn more – create a Custom Segment for visitors with 3-4 page views 22
  23. 23. A Quick Analysis (continued)Largest Source/Medium is Google/Organic 23
  24. 24. Analysis -> ActionOptimize for Top 9 KeywordsUse SEO Tool for ranking (SEOMoz, ZoomRank…)Assess competitors 24
  25. 25. Middlesex Bank – CampaignLanding Pages - Business - ConsumersEffective?How to improve? 25
  26. 26. Measure Goals and InteractionSetup Event TrackingEvent Flow shows user interaction 26
  27. 27. Complex User InteractionBusiness Landing page-  Audio-  Video-  Pop-up Text 27
  28. 28. Complex User Interaction (continued)Events Again- Track Play, Pause, Resume, Stop and Complete play: function() { pl.removeClass(this._data.oLink,this._data.className); this._data.className = pl.css.sPlaying; pl.addClass(this._data.oLink,this._data.className); _gaq.push([_trackEvent, audio, play,]); }, 28
  29. 29. Complex User Interaction (continued)Visitors had the opportunity to listen to radio ads or read them.Almost three times as many read the transcriptAction – include transcripts for audio information read listen 29
  30. 30. Analytics Resources  Blogs   Occam’s Razor by Avinash Kaushik  Books   Web Analytics Demystified – Eric T. Peterson   Web Analytics 2.0 & Web Analytics an Hour a Day – Avinash Kaushik  Education   Google’s Analytics IQ
  31. 31. Other Resources (continued)Twitter   Follow the #measure, #analytics and #ganalytics hash tagsOrganizations   Web Analytics Association   The Analysis Exchange – Students and Mentors team up to assist Non-Profits 31
  32. 32. SEO ResourcesSEO Links:   Google’s SEO Guide   SEOMOZ Beginners Guide to SEO   Wordtracker SEO Intro VideoIntro to sitemap.xml and robots.txt  sitemaps.htm
  33. 33. How it worksJavaScript that uses first party cookies   Sends an invisible GIF to the analytics server for processing   Users that delete cookies will be seen as a new visitor   No personal identifying information is saved   Cached pages are still tracked if visitor is connected to the internet 33
  34. 34. Google Analytics Cookies__utma   Used to measure unique Visitors – 2 year__utmb   Session/Visit measure – 30 minute timeout__utmc   Session/Visit with __utmb – no expiration__utmz   Stores referral information. Including Source and Medium. 6 months from set/update. 34
  35. 35. Google Analytics Cookies (continued)__utmv   Contains information passed by the _setVar() Google Analytics method__utmx   Used by the Website Optimizer.More Detail at: concepts/gaConceptsCookies.html#cookiesSet 35
  36. 36. Other Ad Sources  Use the Google URL builder 36
  37. 37. Multiple Campaign TrackingVisitors can visit from multiple campaigns.   In the standard setup, the most recent campaign will get credit for a conversion.How to assign credit to the first campaign?   Setting utm_nooverride=1 in your campaign URLs will attribute the conversion to the first campaign. 37