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Web Analytics
for Communicators
Why do we communicate?
• Why do you have a website?
• What’s your message?
• What will you measure?
• Is it SMART?
Specifi...
Before you measure:
Is content student/client-focused?
Self-focused
• Inform, persuade
• Increase registrations, purchases...
Data sources in addition to Google Analytics
• Email analytics
• Customer relationship management (CRM) data
• Customer su...
Identify Topics Create Content Optimize
Publish
(everywhere) Promote
MEASURE Refine MEASURE
Set up for useable signals
Don’t measure your own use
Admin > View > Filters
Exclude many bots
Admin > View > Reporting View Settings
Add goals
Admin > View > Goals
Import from Gallery
Create new goal
Connect to Google Webmaster
General health measures (trend lines)
• Number of unique visitors (Is the site still performing?)
• Time on site (Are peop...
Intelligence Events and Alerts
How to read this stuff
Check the little question mark
Click on the graduation cap (top right)
What do communicators care about?
• Are people reading my stuff?
• How do they find it?
• Do they take the time to read it...
What can we learn from analytics?
New or legacy web page(s)
• Is it seen? Views, page ranking in search
• Is it accepted? ...
Benchmarks
• SHARE what you learn
• Use your own community
• Other metrics:
Is level of interest in a site reflected in ap...
Are people reading my gems? Behaviors
Behaviors > Site Content > All pages
What does “/” mean?
• / is usually your home page.
• If it doubt, you can usually change your view to show page
title.
A few terms
• Pageviews – Includes repeated views of a single page during a session.
• Unique pageviews – Number of visits...
Comparing trend lines over time
What happened?
Spikes and dips
• Interest is related to seasons, events, holidays
• New inbound link | lost inbound link
• Your changes p...
Use annotations
Polar vortex, Panda, home page changes, new inbound links, new navigation or design
Landing pages:
where the visit (and judgement) begins
Landing pages
• Not always the home page
• Pages that are shared and linked to
• Usually pages with the useful, fun, or
tr...
Behaviors > Site Content > Landing Pages
Home page is 2nd.
Acquisition > Social > Landing Pages
Tips
View by
page title
Search
Unique pageviews, time on page, bounce
rate, exits
Short stays are not always bad
• Navigation pages – Great. They found their next link
quickly.
• Shopping carts/registrati...
Compare pages
Compare pages
Dimensions are
fun to explore.
What are we looking for?
• Trends over time
• Unexpected spikes and dips in trend lines
• Comparisons to other pages
• KPI...
Referrals
•These are the sites and people willing to give
you an endorsement
•Or they might be using you as a negative
exa...
Acquisition > Referrals
What did they say about me?
• Do they like me?
• Do they understand me?
• Can I add something? Suggest another link?
• Do ...
Referral spam
No traffic sent.
They just want
you to click.
Don’t.
Yoursite.com
Yoursite.com
Yoursite.com
Yoursite.com
You...
Admin > Property >
Tracking Info >
Referral Exclusion
List
Might just mask the
problem and move
traffic into Direct
reports
Set a filter or exclude through
.htaccess file or block IP addresses
http://www.optimizesmart.com/geek-guide-removing-refe...
Promoting content
• Which social site works the best for us?
• Who is promoting for us?
• Is email working?
• How about ou...
Social
Campaigns = email, AdWords, etc.
Also, now with spam.
Consider how you name your email
campaigns
Segments
Customize it
Built-in options
Import
from
gallery
Minnesota visitors only
Minneapolis – sort of
This is approximately the
Minneapolis metro.
Compare audiences
All keywords from Google are
shown as (not provided)
This report shows only if
connected with Google Webmaster
One query can
have multiple
pages and
multiple
positions.
Other reports
Don’t freak out about these.
Just ask your developer(s) to take a look.
You can ask for your search logs
• Scan the search queries
• Look for the
• Unexpected (need new content, different words?...
Ask for a screen shot instead of this
Lots of searches for
“director school of
music”
Search for Women’s Studies
Search for “meat lab hours”
Dashboards
Use ones created by others.
• www.dashboardjunkie.com
• www.google.com/analytics/gall
ery/#landing/start/
• eco...
Dashboard:
Long tail
Keywords,
real words
used by
visitors
Identify Topics
Blog titles, headings, search
keymatches, social teasers
New content ideas
What analytics doesn’t measure well
• Upcoming trends, interests, needs
• True satisfaction (Are people just taking the be...
Social analytics
• Follower count
• Likes, +1s
• Shares
• Unsolicited shares (created their own posts linking to
you)
• En...
Email
• Open rate
• Clicks (on which content?)
• Forwards
• Subscription rate
• Unsubscribe rate
• Leads generated / goals...
Production
• Time to publish
• Content throughput (volume)
• Content backlog
• Production cost
• Distribution cost
• Who w...
Learn much more
• https://analyticsacademy.withgoogle.com/
• Identifying and Filtering Internal Traffic
from Google Analyt...
Hey, thanks!
Kristeen@KristeenBullwinkle.com
Web Analytics for Communicators
Web Analytics for Communicators
Web Analytics for Communicators
Web Analytics for Communicators
Web Analytics for Communicators
Web Analytics for Communicators
Web Analytics for Communicators
Web Analytics for Communicators
Web Analytics for Communicators
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Web Analytics for Communicators

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Web Analytics for Communicators, created for University of Minnesota Communicators Forum, 2015. Some slides have been removed to protect the identity of the clients.

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Web Analytics for Communicators

  1. 1. Web Analytics for Communicators
  2. 2. Why do we communicate? • Why do you have a website? • What’s your message? • What will you measure? • Is it SMART? Specific, Measurable, Achievable (or actionable), Relevant, Time-bound (timely) • Will you be able to act upon your findings?
  3. 3. Before you measure: Is content student/client-focused? Self-focused • Inform, persuade • Increase registrations, purchases, subscriptions • Increase brand awareness • Increase status, build a following, start a movement • Customer retention • Change behavior • Generate qualified leads Client-focused • Answer my question quickly and definitively • Get me past a pain point • Simplify my decision-making, my life • Increase my status • Affirm my beliefs, ideas, decisions • Be entertained • Collaborate, share, socialize
  4. 4. Data sources in addition to Google Analytics • Email analytics • Customer relationship management (CRM) data • Customer surveys • Informal conversations • Call Center data (front desk, receptionist, or adviser) • Industry data (Lipman Hearne, Stamats, Councils of Graduate Schools) • Data from across business/university silos • Tracking codes
  5. 5. Identify Topics Create Content Optimize Publish (everywhere) Promote MEASURE Refine MEASURE
  6. 6. Set up for useable signals
  7. 7. Don’t measure your own use Admin > View > Filters
  8. 8. Exclude many bots Admin > View > Reporting View Settings
  9. 9. Add goals Admin > View > Goals
  10. 10. Import from Gallery
  11. 11. Create new goal
  12. 12. Connect to Google Webmaster
  13. 13. General health measures (trend lines) • Number of unique visitors (Is the site still performing?) • Time on site (Are people hanging around?) • Avg. number of pages views (Do they look around?) • Frequency and recency (Do they maintain interest?) • Bounce rate (Do they run away?) • Page load times (Do they have to wait?)
  14. 14. Intelligence Events and Alerts
  15. 15. How to read this stuff
  16. 16. Check the little question mark
  17. 17. Click on the graduation cap (top right)
  18. 18. What do communicators care about? • Are people reading my stuff? • How do they find it? • Do they take the time to read it? • Do they engage with my site? • What pages are getting shared? • Did my new headline make a difference? • Did my new meta description make a difference? • What else should I write about?
  19. 19. What can we learn from analytics? New or legacy web page(s) • Is it seen? Views, page ranking in search • Is it accepted? Time on site/page • Is it relevant? Times shared, inbound links, trackbacks • What’s the best way to amplify this type of message? Review of where it’s shared, or clicked on. Which sources return best conversion? • You’re not just reporting. You’re also LISTENING. You’re looking for signals about what interests your intended audience.
  20. 20. Benchmarks • SHARE what you learn • Use your own community • Other metrics: Is level of interest in a site reflected in applications, subscriptions, attendance, inquiries? Does interest in your site rise and fall with other measures?
  21. 21. Are people reading my gems? Behaviors
  22. 22. Behaviors > Site Content > All pages
  23. 23. What does “/” mean? • / is usually your home page. • If it doubt, you can usually change your view to show page title.
  24. 24. A few terms • Pageviews – Includes repeated views of a single page during a session. • Unique pageviews – Number of visits during which the page was viewed at least once. • Entrances - # of times visitors entered your site through this page • Bounce rate – Percentage of single-page visits. • Avg. time on page – Time spent on this page by visitors who decided to visit another page on your • NOTE: Someone could come, read one page thoroughly and count as both a bounce and a zero second visit. (The last page a visitor views on your site doesn’t produce a time because there’s no end count event.)
  25. 25. Comparing trend lines over time What happened?
  26. 26. Spikes and dips • Interest is related to seasons, events, holidays • New inbound link | lost inbound link • Your changes paid off | you broke the page • News story • Social media campaign worked • Google search algorithm change • You got called out in social media
  27. 27. Use annotations Polar vortex, Panda, home page changes, new inbound links, new navigation or design
  28. 28. Landing pages: where the visit (and judgement) begins
  29. 29. Landing pages • Not always the home page • Pages that are shared and linked to • Usually pages with the useful, fun, or transactional stuff  What we want to proofread again, review regularly, write more of
  30. 30. Behaviors > Site Content > Landing Pages Home page is 2nd.
  31. 31. Acquisition > Social > Landing Pages
  32. 32. Tips View by page title Search
  33. 33. Unique pageviews, time on page, bounce rate, exits
  34. 34. Short stays are not always bad • Navigation pages – Great. They found their next link quickly. • Shopping carts/registration confirmations – Yay! They’re eager to complete. • Pages with a major call to action (as long as they take the action).
  35. 35. Compare pages
  36. 36. Compare pages
  37. 37. Dimensions are fun to explore.
  38. 38. What are we looking for? • Trends over time • Unexpected spikes and dips in trend lines • Comparisons to other pages • KPIs • 5% increase in traffic from Google over the prior quarter • 8% increase in time on page over prior version of page • 10% decrease in exits on a page compared to last year • 6% increase in visits from social media over last quarter • 3% increase in goal conversions (you set these)
  39. 39. Referrals •These are the sites and people willing to give you an endorsement •Or they might be using you as a negative example
  40. 40. Acquisition > Referrals
  41. 41. What did they say about me? • Do they like me? • Do they understand me? • Can I add something? Suggest another link? • Do I need to tell them I changed the link URL?
  42. 42. Referral spam No traffic sent. They just want you to click. Don’t. Yoursite.com Yoursite.com Yoursite.com Yoursite.com Yoursite.com Yoursite.com Yoursite.com Yoursite.com Yoursite.com
  43. 43. Admin > Property > Tracking Info > Referral Exclusion List Might just mask the problem and move traffic into Direct reports
  44. 44. Set a filter or exclude through .htaccess file or block IP addresses http://www.optimizesmart.com/geek-guide-removing-referrer-spam-google-analytics/
  45. 45. Promoting content • Which social site works the best for us? • Who is promoting for us? • Is email working? • How about our SEO? • PR?
  46. 46. Social
  47. 47. Campaigns = email, AdWords, etc. Also, now with spam.
  48. 48. Consider how you name your email campaigns
  49. 49. Segments
  50. 50. Customize it
  51. 51. Built-in options
  52. 52. Import from gallery
  53. 53. Minnesota visitors only
  54. 54. Minneapolis – sort of
  55. 55. This is approximately the Minneapolis metro.
  56. 56. Compare audiences
  57. 57. All keywords from Google are shown as (not provided)
  58. 58. This report shows only if connected with Google Webmaster
  59. 59. One query can have multiple pages and multiple positions.
  60. 60. Other reports
  61. 61. Don’t freak out about these. Just ask your developer(s) to take a look.
  62. 62. You can ask for your search logs • Scan the search queries • Look for the • Unexpected (need new content, different words?) • Repeated (problem with navigation?) • Outdated (need a page just for these queries?) • Consider KeyMatches
  63. 63. Ask for a screen shot instead of this Lots of searches for “director school of music”
  64. 64. Search for Women’s Studies
  65. 65. Search for “meat lab hours”
  66. 66. Dashboards Use ones created by others. • www.dashboardjunkie.com • www.google.com/analytics/gall ery/#landing/start/ • econsultancy.com/blog/62828- 10-useful-google-analytics- custom-dashboards/
  67. 67. Dashboard: Long tail Keywords, real words used by visitors Identify Topics
  68. 68. Blog titles, headings, search keymatches, social teasers
  69. 69. New content ideas
  70. 70. What analytics doesn’t measure well • Upcoming trends, interests, needs • True satisfaction (Are people just taking the best they can find?) • Why a page fails (jargon, not of interest, too wordy, poor choice of image, etc.) • Visitor intent • Visitor intent to return
  71. 71. Social analytics • Follower count • Likes, +1s • Shares • Unsolicited shares (created their own posts linking to you) • Engagement (comments) • Clicks on landing pages or target pages from social • Which social channel performs best
  72. 72. Email • Open rate • Clicks (on which content?) • Forwards • Subscription rate • Unsubscribe rate • Leads generated / goals achieved
  73. 73. Production • Time to publish • Content throughput (volume) • Content backlog • Production cost • Distribution cost • Who writes your best performing content?
  74. 74. Learn much more • https://analyticsacademy.withgoogle.com/ • Identifying and Filtering Internal Traffic from Google Analytics • 7 Essential Intelligence Events for Your Google Analytics Account • 18 useful Google Analytics custom reports, segments and dashboards for SEO • YouTube Tracking In Google Analytics & Google Tag Manager • Understanding Bot and Spider Filtering from Google Analytics • Where Should The Google Analytics Tracking Code Be Placed?
  75. 75. Hey, thanks! Kristeen@KristeenBullwinkle.com

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