Web Analytics with Google Analytics, II                                  MadTech
Intro
What’s Being Covered     Tonight will talk about…               Which covers…
What’s Being Covered     Tonight will talk about…           Engagement                Which covers…
What’s Being Covered     Tonight will talk about…           Engagement           Grouping Data                Which covers…
What’s Being Covered     Tonight will talk about…           Engagement           Grouping Data           Intelligence/Aler...
What’s Being Covered     Tonight will talk about…           Engagement           Grouping Data           Intelligence/Aler...
What’s Being Covered     Tonight will talk about…           Engagement           Grouping Data           Intelligence/Aler...
What’s Being Covered     Tonight will talk about…           Engagement           Grouping Data           Intelligence/Aler...
What’s Being Covered     Tonight will talk about…           Engagement           Grouping Data           Intelligence/Aler...
What’s Being Covered     Tonight will talk about…           Engagement           Grouping Data           Intelligence/Aler...
What’s Being Covered     Tonight will talk about…           Engagement           Grouping Data           Intelligence/Aler...
What’s Being Covered     Tonight will talk about…           Engagement           Grouping Data           Intelligence/Aler...
Disclaimer     ★ I am not a web analytics         expert or guru;     ★ I know enough about web         analytics to be da...
Engagement
What is Engagement?Engagement is just another way to state, “What do I want from this experience?”
Bounce Rate    One of the most important     measures of engagement.From it, you learn to ask the that    define what you w...
What’s a good bounce rate?   A good target range for your     bounce rate is 40%-60%
Bounce Rate: Performance vs Comparison
Bounce Rate: Landing/Entrance Pages   Measuring Bounce Rates of Entrance Pages tells you,    “Which pages are turning your...
What is Conversion?Conversion is the ‘wooing‘ stage of your relationship.        It provides measurables for the…     “Wha...
Conversions: The Measure of Engagement     What are some of the things you’d want      to track/measure conversions on…   ...
Grouping  Data
Simple Conversions    Some conversions can be simplymanaged/viewed by the proper creationof accounts, profiles, filters, and...
Accounts vs ProfilesTo put it simply, an account contains acollection of profiles. Profiles exist to letyou do two important ...
Profile Page
Understand Accounts   Basically an account can be used           Track a single web property; or  Track all web properties...
Filters                               Profiles allow you to:                               • Experiment;                   ...
Types of Filters                        r s.                              Fil                   fil te       Google Analyti...
5 Great Filters(1) Only My Site’s Traffic   The internet can be a pesky place, sometimes people grab code to test or steal ...
Filters & Segments    A Quick Walk Through    http://www.google.com/analytics    These Walk Through has been    replaced b...
Predefined FiltersA Quick Walk Through by GoogleAnalyticshttp://www.youtube.com/watch?v=08msFgeHw9M
Custom FiltersA Quick Walk Through by GoogleAnalyticshttp://www.youtube.com/watch?v=06R12LiPQFM
Work Less,Learn More
Telling the Analytic StoryAnalytics matter when you make them accessible,        “Don’t spew the data; tell the story.”
Using Custom Reports        Make Your Data Work For You  Custom reports can provide the insights you want rapidly, allowin...
Content Analysis Reports
Daily Stats Drilldown Report
Daily Stats Drilldown Report
Analytic IntelligenceGoogle Analytics’ Intelligent EngineSurfaces and notifies you of trends and insights, so you don’t  ha...
Google Analytics’ Intelligent EngineA Quick Walk Through by GoogleAnalyticshttp://www.youtube.com/watch?v=gRvUpoTT-Bo
Summary
Five Best Practices        (1) If You’re Monitoring Client            Websites, Create Accounts;        (2) Always Keep a ...
Five Things to Remember                  Avoiding some unfortunate gotchas, and                         “Making your work ...
Resources      Blogs, Books, & Videos…   (1) http://www.youtube.com/user/      googleanalytics   (2) GA in 60 Seconds (sub...
AnnounceMents
★ Workshop: Breaking Good Habits-   Effective Writing for Donors.   Tues, 10 May 2011, from 1- 3pm;   http://goodhabits.ev...
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Web Analytics with Google Analytics, II

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Web Analytics with Google Analytics, II is the second in our mini-series on Google Analytics. It is designed to move you pass the basics of web analytics, by giving you a better understanding of the tools and concepts for looking at your data and using it to further you mission, goals, marketing, and or sales and donations.

Please see notes for full context of slides. If videos aren't playable, use the link to view at YouTube. This file can be downloaded, as well.

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  • \n\n
  • \n
  • We will talk about\n Engagement\n Grouping Data\n Intelligence/Alerts\n Website Analytics\n Walk Through/How To\n\nWhich will get us through\n Measuring Engagement\n Filtering\n Segmenting\n Conversions\n Analytics Intelligence\n
  • We will talk about\n Engagement\n Grouping Data\n Intelligence/Alerts\n Website Analytics\n Walk Through/How To\n\nWhich will get us through\n Measuring Engagement\n Filtering\n Segmenting\n Conversions\n Analytics Intelligence\n
  • We will talk about\n Engagement\n Grouping Data\n Intelligence/Alerts\n Website Analytics\n Walk Through/How To\n\nWhich will get us through\n Measuring Engagement\n Filtering\n Segmenting\n Conversions\n Analytics Intelligence\n
  • We will talk about\n Engagement\n Grouping Data\n Intelligence/Alerts\n Website Analytics\n Walk Through/How To\n\nWhich will get us through\n Measuring Engagement\n Filtering\n Segmenting\n Conversions\n Analytics Intelligence\n
  • We will talk about\n Engagement\n Grouping Data\n Intelligence/Alerts\n Website Analytics\n Walk Through/How To\n\nWhich will get us through\n Measuring Engagement\n Filtering\n Segmenting\n Conversions\n Analytics Intelligence\n
  • We will talk about\n Engagement\n Grouping Data\n Intelligence/Alerts\n Website Analytics\n Walk Through/How To\n\nWhich will get us through\n Measuring Engagement\n Filtering\n Segmenting\n Conversions\n Analytics Intelligence\n
  • We will talk about\n Engagement\n Grouping Data\n Intelligence/Alerts\n Website Analytics\n Walk Through/How To\n\nWhich will get us through\n Measuring Engagement\n Filtering\n Segmenting\n Conversions\n Analytics Intelligence\n
  • We will talk about\n Engagement\n Grouping Data\n Intelligence/Alerts\n Website Analytics\n Walk Through/How To\n\nWhich will get us through\n Measuring Engagement\n Filtering\n Segmenting\n Conversions\n Analytics Intelligence\n
  • We will talk about\n Engagement\n Grouping Data\n Intelligence/Alerts\n Website Analytics\n Walk Through/How To\n\nWhich will get us through\n Measuring Engagement\n Filtering\n Segmenting\n Conversions\n Analytics Intelligence\n
  • We will talk about\n Engagement\n Grouping Data\n Intelligence/Alerts\n Website Analytics\n Walk Through/How To\n\nWhich will get us through\n Measuring Engagement\n Filtering\n Segmenting\n Conversions\n Analytics Intelligence\n
  • I also want to mention. I’m using slides for most of this, since I didn’t get permission from my clients to use live data. Later on, we will access one of my personal accounts so we can play around a little. But be forewarned, some data is redacted.\n
  • \n
  • Let’s state upfront—measuring engagement, just like the term “engagement” is bullshit? That said, “Long live engagement!”\nIf you can remember, before the internet and before marketing was broken down into a gazillion distinct fields, engagement was pretty much…\n“Hello. May I help you find something?” They’d say, “Yes, I need…” if you were in a field of service; if you were in a field of sales, more like, “Hello. Want to buy some stuff? I’ve got plenty,” and they’d say, “Hhmm… sure, let me see.” Successful engagement.\nBasically, engagement is encompassing term to cover the many ways you may wish to use to get want you out a situation. You can have conversations with people (social media), you can sell stuff, you can have people download stuff, you can have people read the article that you think is very important. You may want someone to share something, to tweet it, to give you feedback, etc.\nEngagement is just another way to state, What Do You Want from this experience??\n
  • Who knows ‘what a bounce rate is?’ Show of hands. Okay, another show of hands, “Who here knows what your sites bounce rate is?” \n\nAvinash Kaushik, the Google Web Analytics Evanglist calls this the, the I came, I puked, I left metric. I prefer “looked”, but which ever term sticks in your memory.\n\nIt’s basically, the measure, in percentage, of which visits (people) who CAME to your site, that left from the entrance page (and remember, the entrance page can be any page on your site, not just the home page.)\n\nBounce Rate is important, because it’s the lead, a definer. It’s a great entry point into figuring out what’s going on with your web traffic. Bounce rate measures people who actually CAME to your website. This is very important. More important than page views. For example, I’ve seen a ton of nonprofits, who measure their page views, regardless if its 200 or 300,000 views per month, but pay no attention to the fact that their bounce rate is hoovers at 90-95%. \n\nLet me just state for the record, that THAT is bad. That means, 90+% of your web traffic came and left, probably in under a minute. Let’s pause to think about that. Think about if last month, your page views hit a milestone of 2,000 views per month. No let’s slap you in the face with reality, and tell you that of 2,000 people who came, 1,800 of them immediately left. They looked. They puked. They left. They basically said, there IS NOTHING on YOUR site of VALUE to ME.\n\nYou CAN’T engage people who DONT stay, and that’s why BOUNCE RATE is so IMPORTANT.\n
  • A good bounce rate, leads to better average time on sites, more pages viewed per visit, more engagement by ‘new visits’ and increased potential for conversions.\n\nYou can compare bounce rates against: entrance pages, landing pages, etc.\n
  • The top image is the performance view. You get to it by drilling into your page views by title (using the Content area of Google Analytics, and selecting ‘Content by Title”. Then applying a view to it. The bottom view is by comparison. The comparison is to your site average. So if your site’s average bounce rate is 72%, it tells you in green, which pages are doing better than that; and in red which pages are doing worse.\n\nI like the comparison view, because it’s very good at visualizing what’s performing well. Green is good, red is bad. Show me. You can then pull the bad and work on making them better or pull the good to see what you are doing right.\n\nPerformance gives you the same data, but makes you think a bit more. You see the percentage, and may think, “Oh hey, Question and Answers are doing well! Yeah!!!” But then, you remember, “oh, larger is better, and this is a comparison to site average, so it’s doing bad in general, and worse compared to our site average. Ohhh…”\n\n\n
  • Generally a bounce rate can tell you which pages are sending people away. But that measure isn’t absolute. It works better in comparison with “Time on Page”. Some times the bounce rate tells you, “I came. I saw. I got exactly what I wanted. Then I left.” \n\nTake a look at this chart. This poor publication, “Questions and Answers About Credit Card Fraud” looks like a loser. Jesus, almost a 93% bounce rate. People must hate it. What’s wrong with the page?\n\nIf you don’t dig any further, it seems that people are being repelled left and right from this page; possibly taking away a bad experience. But then take a look a bit deeper. If you click on the individual page stats, so you can see time on page. You’ll see people are reading the page. This page is giving people, “Exactly what they Want”. Literally what’s happening are people are coming, the skim, then the read, then they realize the article is very long, and the click to download the PDF, then they leave.\n\nSo in many ways this is an engagement success. But it can also be considered an engagement failure. What’s the failure? You just provided someone near exactly what they were looking for, but they didn’t stay to explore other things you had to offer.\n\nThis leads to the second compelling component of engagement: conversion.\n\n
  • If Engagement can be measured on a six point scale: (Katie Delahaye Paine, The Measurement Standard)\n0: Unengaged -- takes no action\n1: Repeat Visitor -- engaged enough to come back, but not enough to take any other action\n2: Occasionally Engaged -- visits at least once a month, occasionally comments, retweets, or forwards\n3: Regularly Engaged -- subscribes to RSS feed or follows, frequently comment\n4: Highly Engaged -- regularly reads (not just subscribes) to the feed, passes along to friends, links, comments, provides email address and other personal information\n5: Addicted -- reads every day, listens through the pledge drive, drives friends batty with references, starts every other sentence "did you hear on NPR..."\n\nThen conversion is typically what takes place after step 1. It can about sales, additional page views, comments, clicks, etc. It’s all about getting what you want out of the experience. Some people are offended when I call it ‘wooing’, but ‘wooing’ when you remove the romanticism is all about getting what you want— a date, a series of dates, an individual to fall in love with you.\n\nBounce Rates help you look at the intangibles of ‘engagements’ and better define, what you truly want. Conversions are about going after what you want. \n
  • Conversions are really about what you want, so measuring them is a bit about the goal itself. But that said, there are a number of things you can and may want to meaure, and a number of ways to do it.\n\nFor example, when we were talking Bounce Rates and Landing Pages. We started thinking abstractly, but mostly accurately, that a HIGH BOUNCE RATE is BAD. Now, generally speaking, that’s still true. But comparing comparing bounce rate to time on site, gave us another portrait to consider. If people are coming and getting ‘exactly what they need, then is a 90+% Bounce Rate bad?’\n\nThis is why, ‘engagement’ is such a bullshit term. If that’s all you want, then a bounce rate of 90% with time spent over 40 seconds is fine. They came. They puked. They left.\n\nBut that’s RARELY ALL you want. At the very least, most people would agree, they want visitors to come back, read one or more additional articles, download a few more things, sign-up for a membership or mailing list, or by golly, a Membership AND A Mailing List. As site owners, we want more, and conversion is about defining what you want, so you can tell if you are getting it.\n\n\n\n\n
  • Don’t worry, we’re going to spend a little more time on conversions. But first let’s break conversions up into two categories: simple and complex.\n\n
  • Some conversions are multi-faceted, and others are more readily distinguishable; a number of things of course can be both: the simple view, then the more detailed layer, with steps and ladders, contingencies, multi-variate testing, etc.\n\nI consider simple conversions, to be sets of data that you can get, by properly configuring accounts, profiles, and or using filters and segments. \n
  • So let’s backtrack. In relationship to grouping data, how many of you know the difference between an account versus a profile?\n\nAn Analytics account is way to name and organize how you track one or more web properties using Google Analytics. Each Google Analytics user has access to at least one account, either one they created themselves, or one that they were given access to by someone else. In each Analytics account, at least one web property (such as a website) is being tracked. As shown above, a Google Analytics account can be used to track a single web property, or it can track many distinct ones, depending upon the requirements of its use.\n\n(taken from Google)\nThe Difference Between an Account and a ProfileTo put it simply, an account contains a collection of profiles. Note, if you have a simple website, you can probably get by without creating profiles. Profiles exist to let you do two important things.\nSeparate out information about specific web properties, like your blogIn this analogy the account is the house and the profiles are the rooms. You want to know everything that's happening in the house, but you also want to do special analysis just on the living room. Maybe you have some people at your company who only care about one room. By creating a profile, you can restrict access for these people to just that room.\nApply different rules and criteria for advanced analysisHere, you're using profiles like different lenses to look at your data. Maybe you need to do super-specific analysis on just new visitors in California. You can use a profile like a microscope to zero in on just that group of users. This type of advanced analysis can also be done using advanced segments.\n
  • So that said, how many of your Google Profile Pages look like this?\n\nThis is more relevant for the web designers, than the nonprofits. But let’s over view it quickly. If you’re a nonprofit or a small business, you may have one primary website, you can create a number of profiles under that account, and it provides you with easy access to different realms of data. For example, if you want to look at your blog vs the “site home”, regardless if the blog is located on the website or hosted elsewhere, such as BlogSpot, Blogger, Tumblr, Posterous, WordPress, etc. (there’s a laundry list of them). If you had a store, or a membership area, forums, etc., you may want a profile for each of them.\n\n
  • Profiles and Accounts are your first level of grouping and filtering data.\n\nTrack a single web property\nBy default, an Analytics account is designed to track at least one web property. However, this is also a good way to set up Analytics if the website you are tracking is large and has a number of contributors interested in viewing reports across that property. In this way, the collection of profiles within an account all correspond to the same web property. For instance, suppose you are the administrator for example.com, which has a number of sub-directories. If each department wants to track their section of the website independently from others, you can create distinct reporting profiles within the account that includes only data from certain sections. In this scenario, you install the tracking code for the website once, and any difference in reporting views are handled by the profiles and their filters.\n\nTrack all web properties owned by a single person or organization\nFor example, you might have an Analytics account for your personal web properties that you name My Personal Account. In this account, you would track your personal website and your blog, which are separate properties. In this case, you install one tracking code snippet on your website pages, and use a different one for your blog. You might also set up different Analytics accounts for different groups or stakeholders. For example, if you administer Analytics tracking for two companies, you would set up a separate Analytics account for the websites owned by each company. Since you might want to provide administrative access to individuals in each company, you would not want to expose sensitive reporting data between companies, so it makes sense to track the websites from different companies in separate accounts.\n\nThe concept for this and the details of the information, isn’t provided in Google Analytics at all, but in Google Code\nhttp://code.google.com/apis/analytics/docs/concepts/gaConceptsAccounts.html\n
  • Some conversions are multi-faceted, and others are more readily distinguishable; a number of things of course can be both: the simple view, then the more detailed layer, with steps and ladders, contingencies, multi-variate testing, etc.\n\nYou can duplicate your profile multiple times (ALWAYS keep a master). Once you’ve duplicated, you can add filters to the data, and play around. Initially after duplication, there is ZERO data. New data will be duplicated, not the old data.\n\n\n
  • Filters allow you to focus on or clean up specific data. They can remove the clutter so you can see the data you want to see, without being overwhelmed by noise. \nNow in the live presentation, we went into a direct Google Analytics account that I manage. But for here, I’m going to list 5 Great Uses for Filters, then add the GA in Under 60 Seconds videos for to further explore some of the content. The direct links to the videos are provided, just in case the videos don’t play under SlideShare.net\n\n\n
  • This is my one, it’s a whole lot of text slide. Almost all the details you need to know are on the slide. Including the urls to the websites that will help you set-up any of the filters.\n\n
  • \n
  • Predefined filters provide you with a flexible way of defining what data is included in your reports and how it appears.\n
  • In Google Analytics, you can create custom filters that define what data is included in your reports and how it appears.\n
  • \n
  • Telling a story with your data is hard work. Work that frequently doesn’t get done, if you’re spending a lot of time doing data analysis, because let’s face it—data analysis is ALSO hard, time-consuming work. But to make your hard work valuable, you need to tell the story of your data, to make it relatable, but most importantly, to make it actionable. If you find which pages are attractive to referrers that send you large amounts of traffic, you want to be able to take action on that so you can grow your traffic. You can’t always do this by sharing with the powers that be raw numbers. Yeah its great that AOL Money or AOL Music or Huffington Post just sent a gazillion new visitors your way, but what can you do to make it a recurring situation instead of a one off?\n\nAvinash Kaushik says, “move away from ‘dat puking’ and start telling the story. Custom Reports and Analytic Intelligence will help you do that. You’ll still need to learn the art of storytelling, but you’ll have more rapid access to the stories that need to be told.\n
  • Custom Reports\n\n
  • This is a sample “Content Analysis” custom report. The basic report allows me to view data such as bounce rate, average time on page, page attention by new visitors, and more in a single view. Above you see a quick segment of the standard report, so I can visualize the performance of the page based on Average time spent on the page.\n\nYou can automatically create this report in your Google Analytics account by visiting:\n\nMusuems of The Future\nhttp://themuseumofthefuture.com/2011/01/09/6-useful-google-analytics-custom-reports-and-advanced-segments-for-museum-websites/\n\nThe have an excellent listing of some of the reports and suggestions for reports that can be found at Google Analytics Guru’s, Avinash Kaushik, website. The report can display Page Titles or paths.\n\n
  • This is one of my favorite reports. I like to break down who’s viewing what, and this gives me some great information. It’s not for everyone, but if you managing sites with a lot of content or interested in finding out which content is worth a quick daily or weekly promotion, then this will help you get there.\n\nI’m displaying the report creation view, so you can duplicate or modify.\n\nBasically I’m asking to see all visits, pages/visited, average time on site, % new visits, and bounce rate, per day. The report will automatically give you the last 7 days in view, but you can increase that to 10 or 25, when viewing the report.\n\nNo the real kicker for me though is the drill down.\n\nFirst I’m breaking the information down by City, because I want to know if there’s any type of locational effect on the data. For example, is Chicago spiking, and why? or San Jose has super high time on site, what’s being viewed?\n\nThen I break down the data by Visitor Type. That’s the New Visitor vs Recurring Visitor Data. This data is good for seeing how much recurring visitors are contributing to your average. For example. if a city has 100 visitors that day, who contributed 325 page views and 90 are new visitors, just 10 recurring visitors; then if recurring visitors account for 215 page views, they’re obviously staying longer and viewing more content then new visitors.\n\nAfter that, I like to see what content is being viewed, and then by source. \n\nYour report could have less dimension data or less/more metric data. You can even play with the order, or change the primary dimension from Day to Week or Month. But its a great drill down report.\n\n
  • So once the reports created, then the first screen looks like this. I’ve sorted by Visits, so I can see high traffic days quickly.\n\nEach day is clickable, and leads you further down the rabbit hole. So that;s custom reports, let’s hit Analytic Intelligence.\n\n
  • \nA video embed next on how to use them.\n
  • Google Analytics helps you make faster, smarter decisions with the new Intelligence reports and Custom Alerts. The algorithmic driven Intelligence engine monitors your traffic and provides automatic alerts of significant changes in the data patterns of your site metrics and dimensions over daily, weekly and monthly periods.\n
  • What did we learn?\n
  • \n
  • \n
  • \n
  • \n
  • I also want to mention. I’m using slides for most of this, since I didn’t get permission from my clients to use live data. Later on, we will access one of my personal accounts so we can play around a little. But be forewarned, some data is redacted.\n
  • Web Analytics with Google Analytics, II

    1. 1. Web Analytics with Google Analytics, II MadTech
    2. 2. Intro
    3. 3. What’s Being Covered Tonight will talk about… Which covers…
    4. 4. What’s Being Covered Tonight will talk about… Engagement Which covers…
    5. 5. What’s Being Covered Tonight will talk about… Engagement Grouping Data Which covers…
    6. 6. What’s Being Covered Tonight will talk about… Engagement Grouping Data Intelligence/Alerts Which covers…
    7. 7. What’s Being Covered Tonight will talk about… Engagement Grouping Data Intelligence/Alerts Website Analytics Which covers…
    8. 8. What’s Being Covered Tonight will talk about… Engagement Grouping Data Intelligence/Alerts Website Analytics Walk Through/How To Which covers…
    9. 9. What’s Being Covered Tonight will talk about… Engagement Grouping Data Intelligence/Alerts Website Analytics Walk Through/How To Which covers… Measuring Engagement
    10. 10. What’s Being Covered Tonight will talk about… Engagement Grouping Data Intelligence/Alerts Website Analytics Walk Through/How To Which covers… Measuring Engagement Filtering
    11. 11. What’s Being Covered Tonight will talk about… Engagement Grouping Data Intelligence/Alerts Website Analytics Walk Through/How To Which covers… Measuring Engagement Filtering Segmenting
    12. 12. What’s Being Covered Tonight will talk about… Engagement Grouping Data Intelligence/Alerts Website Analytics Walk Through/How To Which covers… Measuring Engagement Filtering Segmenting Conversions
    13. 13. What’s Being Covered Tonight will talk about… Engagement Grouping Data Intelligence/Alerts Website Analytics Walk Through/How To Which covers… Measuring Engagement Filtering Segmenting Conversions Analytics Intelligence
    14. 14. Disclaimer ★ I am not a web analytics expert or guru; ★ I know enough about web analytics to be dangerous to myself and others; ★ I also know enough to be helpful to my clients; ★ I learn more about web analytics regularly; but ★ Its an expansive field of study, so see first disclaimer.
    15. 15. Engagement
    16. 16. What is Engagement?Engagement is just another way to state, “What do I want from this experience?”
    17. 17. Bounce Rate One of the most important measures of engagement.From it, you learn to ask the that define what you want. This is the…I came. I looked. I left. Metric.
    18. 18. What’s a good bounce rate? A good target range for your bounce rate is 40%-60%
    19. 19. Bounce Rate: Performance vs Comparison
    20. 20. Bounce Rate: Landing/Entrance Pages Measuring Bounce Rates of Entrance Pages tells you, “Which pages are turning your audience away/off.” But it may also measure which pages are giving your audience, exactly what they want.
    21. 21. What is Conversion?Conversion is the ‘wooing‘ stage of your relationship. It provides measurables for the… “What do I want from this experience?”
    22. 22. Conversions: The Measure of Engagement What are some of the things you’d want to track/measure conversions on… mailing list sign-ups; purchases/completed orders; file downloads; videos watched; new members/new clients; donations; pages/articles read; etc.
    23. 23. Grouping Data
    24. 24. Simple Conversions Some conversions can be simplymanaged/viewed by the proper creationof accounts, profiles, filters, and segments
    25. 25. Accounts vs ProfilesTo put it simply, an account contains acollection of profiles. Profiles exist to letyou do two important things.1.) Separate out information about specific webproperties, like your blog2.) Apply different rules and criteria for advanced analysis
    26. 26. Profile Page
    27. 27. Understand Accounts Basically an account can be used Track a single web property; or Track all web properties owned by a single entity
    28. 28. Filters Profiles allow you to: • Experiment; ers. • Test Theories; fi lt re • Answer questions for specific a es segments of your site; fil • Gain more depth of info forP ro specific segments of the site; and • more…
    29. 29. Types of Filters r s. Fil fil te Google Analytics has: ter sa a re • Profiles; re le s • Predefined Filters; and filte fi rs.P ro • Custom Filters; Filters allow you to focus on specific data or clean data that is coming into your analytics account.
    30. 30. 5 Great Filters(1) Only My Site’s Traffic The internet can be a pesky place, sometimes people grab code to test or steal but don’t always understand what it does. If your Google Analytics Javascript ends up on someone else’s site, your data is compromised. This filter will help clean up that effect.(2) Exclude My IP Address As a developer, content creator, or as an organization as whole, you will want to consider EXCLUDING your internal traffic to the site. The answer is an automatic yes for developers. It should be a yes for content creators, but their are some reasons for a no. But organization wide exclusion may require a quick conversation with your web developer and your Executive Director.(3) Force URL/URI to lowercase People, especially marketers will frequently use case to make a URI more readable, like i.e. MyGreatSite.com versus mygreatsite.com, this isn’t bad but can mess with your traffic breakouts. Forcing URI to lowercase removes that issue, and allows all data from both examples to be counted as a single page.(4) Directory Filters Allow you to really dive into a specific component of your website’s data. These are profile filters, but can allow you to gain great insight into a members only area vs the full website. They can be used to give you quick access to and highlight stores, member areas, publication areas, donations, different types of conversions and more.(5) Referrer’s Full Name Knowing where your traffic is coming from can provide you with great actionable steps—who to send press releases to, which search engines to optimize for, etc. Knowing that traffic has come from Google, Bing, AOL, or UW Madison is good, but knowing the exact page that sent the traffic is better. You can learn how to create these filters from either of the sites listed below: http://doteduguru.com/id629-google-analytics-filters.html http://searchmarketingads.com/blog/2008/07/03/5-must-have-google-analytic-filters/
    31. 31. Filters & Segments A Quick Walk Through http://www.google.com/analytics These Walk Through has been replaced by embedded videos.
    32. 32. Predefined FiltersA Quick Walk Through by GoogleAnalyticshttp://www.youtube.com/watch?v=08msFgeHw9M
    33. 33. Custom FiltersA Quick Walk Through by GoogleAnalyticshttp://www.youtube.com/watch?v=06R12LiPQFM
    34. 34. Work Less,Learn More
    35. 35. Telling the Analytic StoryAnalytics matter when you make them accessible, “Don’t spew the data; tell the story.”
    36. 36. Using Custom Reports Make Your Data Work For You Custom reports can provide the insights you want rapidly, allowing you to then spend your time, telling their relevance.
    37. 37. Content Analysis Reports
    38. 38. Daily Stats Drilldown Report
    39. 39. Daily Stats Drilldown Report
    40. 40. Analytic IntelligenceGoogle Analytics’ Intelligent EngineSurfaces and notifies you of trends and insights, so you don’t have to go looking for them. There are both automated alerts and custom alerts available.
    41. 41. Google Analytics’ Intelligent EngineA Quick Walk Through by GoogleAnalyticshttp://www.youtube.com/watch?v=gRvUpoTT-Bo
    42. 42. Summary
    43. 43. Five Best Practices (1) If You’re Monitoring Client Websites, Create Accounts; (2) Always Keep a Master Profile; (3) Enable Site Search (in profile set-up) for More Fun With Keywords (4) Duplicate Profiles to Learn (5) Understand Your Bounce Rate
    44. 44. Five Things to Remember Avoiding some unfortunate gotchas, and “Making your work easier”(1) Enable Site Search on Profile; Click Edit Profile, then in top right corner, under “Receiving Data/Check Status” select “edit” again. Turn On, Do Track Site Search.(2) Always Keep a Master Profile; Absolutely and always, make sure you have a profile that is un-filtered—not modified in anyway. You can even label it “PURE DATA: Keep Grubby Hands Off ” if necessary.(3) Track Email as well as Referrers; We didn’t talk about it, but if you’re doing any Mail Campaigns or maintain mailing lists that you send to, make sure you set them up to be tracked.(4) Don’t Puke the Data;Tell the Story; Whether you use charts or words, or some combination of both; make your insights come alive for those who have to make decisions. If you make it comprehensible and actionable, then you’re more likely to get a decision.(5) Subscribe to an Analytics Blog Whether its the Google Analytics’ video channel on YouTube, add Avinash Kaushik’s website to Google Reader, or visit Google Analytics on Blogspot, do something to keep you up to date.
    45. 45. Resources Blogs, Books, & Videos… (1) http://www.youtube.com/user/ googleanalytics (2) GA in 60 Seconds (subset above) (3) http://analytics.blogspot.com/ (4) Advanced Web Metrics (Brian Clifton) (5) http://www.kaushik.net/avinash/
    46. 46. AnnounceMents
    47. 47. ★ Workshop: Breaking Good Habits- Effective Writing for Donors. Tues, 10 May 2011, from 1- 3pm; http://goodhabits.eventbrite.com/★ Meeting: MadTech Discussion. (Topic Unknown). Weds, 18 May 2011, 6:30pm. Looking for Volunteers http://madison.nonprofit-day.org/volunteer/★ Announce: 24hr Website Challenge http://nonprofitday.posterous.com/idea-website-in-24hrs- challenge★ Announce: Sector67: TechTrack http://nonprofitday.posterous.com/idea-creating-technology- track-and-host-at-se★ Announce: Presenters http://madison.nonprofit-day.org/volunteer/

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