2009 9 25 Vip Jeugd Google Analytics Preso


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Gabriel Goldberg (Mede oprichter Google Belgium) wil met Semetis frisheid op de markt brengen via search engine marketing. In feite zijn zoekmachine-advertenties (SEA), de zoekmachine optimalisatie (SEO) en web-analytics met elkaar verbonden. Dat zegt je nu allemaal niet veel, maar na deze sessie gaat een nieuwe wereld voor je open. Wanneer je een website hebt, is het zeer belangrijk om alles te meten. Bereik je je doelgroep wel? Hoe kan je je website verbeteren?

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2009 9 25 Vip Jeugd Google Analytics Preso

  1. 1. Measuring your KPI’s<br />
  2. 2. The Fundamentals<br />
  3. 3. What is web analytics?<br />“Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing web usage.”<br />- Web Analytics Association<br />Tools for measuring the success (or not) of your web site<br /> Analysing the Traffic to your website<br /> Analysing the user bahaviour on your website<br />
  4. 4. What is Google Analytics?<br />Feature rich visitor reporting tool<br />- 80 default reports<br />- Visitor & Goal reporting<br />Hosted service from Google<br />Huge scalability<br />Integrated into AdWords<br />- More than just Adwords tracking<br />Internationalized in 18 languages<br />Automated reports (e-mail)<br />API (ie. desktop appl.) open since May 09<br />Free service<br />Google Analytics Users(as the main WA Tool):<br />Public info – via source codes<br />
  5. 5. Drive the Best Traffic To Your Site<br />Search Marketing<br />Banner Advertising<br />Email Marketing<br />Determine which marketing initiatives are driving the best traffic to your site<br />Search Engine Optimization<br />Referrals<br />Affiliate Programs<br />
  6. 6. How Google Analytics Works<br />Browser/HTML Page<br />Data is processed and <br />stored into report data <br />tables which is then read<br /> to produce reports<br />JavaScript executes; <br />creates 1st party cookies <br />and requests a __utm.gif <br />from Google servers<br />Domain Server<br />cookies<br />Visitor Data<br />Utm.gif<br />
  7. 7. Dashboard summaries<br />Geo overlay<br />E-commerce reporting <br />Goal reporting<br />Funnel Analysis<br />Adwords integration<br />Keyword positioning<br />Google Analytics Key Reports<br />
  8. 8. Dashboard summaries<br />Geo overlay<br />E-commerce reporting <br />Funnel Analysis<br />Adwords integration<br />Keyword positioning<br />Google Analytics Key Reports<br />
  9. 9. Dashboard summaries<br />Geo overlay<br />E-commerce reporting<br />Funnel Analysis<br />Adwords integration<br />Keyword positioning<br />Google Analytics Key Reports<br />
  10. 10. Dashboard summaries<br />Geo overlay<br />E-commerce reporting<br />Funnel Analysis<br />Adwords integration<br />Keyword positioning<br />Google Analytics Key Reports<br />
  11. 11. Dashboard summaries<br />Geo overlay<br />E-commerce reporting<br />Funnel Analysis<br />Adwords Integration<br />Keyword positioning<br />Google Analytics Key Reports<br />
  12. 12. Dashboard summaries<br />Geo overlay<br />E-commerce reporting<br />Funnel Analysis<br />Adwords integration<br />Keyword Positioning<br />Google Analytics Key Reports<br />
  13. 13. Profiles on the same domain<br />Client Account (mysite.com)<br />Profile B<br />www.mysite.com<br />Profile A<br />www.mysite.com<br />Filter 3<br />Filter 1<br />e.g. filter out<br />internal staff visits<br />e.g. Show only UK visits<br />Filter 2<br />e.g. filter out all<br />US visitors<br />G1<br />G2<br />G3<br />G4<br />G1<br />G2<br />G3<br />G4<br />
  14. 14. Client Account (mysite.com & anothersite.fr)<br />Profile B<br />www.anothersite.fr<br />Profile A<br />www.mysite.com<br />Filter 1<br />Filter 1<br />e.g. Show only<br />US visitors<br />e.g. Show only Fr visitors<br />G1<br />G2<br />G3<br />G4<br />G1<br />G2<br />G3<br />G4<br />Profiles on multiple domains<br />
  15. 15. What are the Filter Fields?<br />Pageview<br />Request URI<br />Hostname<br />Page Title<br />Referral<br />Visitor Specific<br />Visitor Browser Program<br />Visitor Browser Version<br />Visitor Operating System Platform<br />Visitor Operating System Version<br />Visitor Language Settings<br />Visitor Screen Resolution<br />Visitor Screen Colors<br />Visitor Java Enabled?<br />Visitor Flash version<br />Visitor IP Address<br />Visitor Geographical Domain<br />Visitor ISP Organization<br />Visitor Country<br />Visitor Region<br />Visitor City<br />Visitor Connection Speed<br />Filter fields: Name of field where data is stored<br />Campaign<br />Campaign Source<br />Campaign Medium<br />Campaign Term<br />Campaign Name<br />Campaign Code<br />Campaign Target URL<br />E-commerce<br />E-commerce Transaction ID<br />E-commerce Transaction Country<br />E-commerce Transaction Region<br />E-commerce Transaction City<br />E-commerce Transaction Store or Item Location<br />E-commerce Item Name<br />E-commerce Item Code<br />E-commerce Item Variation<br />
  16. 16. Why work with dashboards, profiles & filters?<br /><ul><li> Analyse data from different angles
  17. 17. Analyse multiple websites & domains
  18. 18. Avoid common mistakes
  19. 19. Profiles/Filters allows you to:
  20. 20. Exclude own/distribution network IPs
  21. 21. Exclude irrelevant markets – focus on target market
  22. 22. Measure new vs. returning traffic differently
  23. 23. Focus on each traffic source separately
  24. 24. Focus on specific target group separately</li></li></ul><li>Google Analytics in the Marketplace<br />
  25. 25. Available Ressources<br />Google Conversion University:<br />http://www.google.com/support/conversionuniversity/?hl=nl<br />Google Analytics Channel on YT:<br />http://www.youtube.com/googleanalytics?hl<br />Google Analytics Help:<br />http://www.google.com/support/analytics/?hl=nl<br />
  26. 26. Thank You !<br />