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GETTING MORE
           OUT OF ANALYTICS


                               Tobin Lehman, contact@tobinlehman.com

Thursday, September 15, 2011
WHAT IS ANALYTICS?

        • Google’s Web Tracking          Software

        • Google Acquired    Urchin Software in 2005, made the
            product free under the name Analytics.

        • Let’s         you understand what has happened to your site.




Thursday, September 15, 2011
HOW IT WORKS

       • Uses            Javascript to track page events

       • Simple                tracking code is put on your pages

       • This          requires javascript to be active on the browsers

       • 3%          of Users in the US have Javascript disabled.*

         http://visualrevenue.com/blog/2007/08/eu-and-us-javascript-disabled-index.html




Thursday, September 15, 2011
TERMINOLOGY
        Visits: Users coming to the site. One visit might have
        multiple page views.

        Unique Visits: Some users may come back multiple times.
        This measures how many unique users came.

        Page Views: The number of pages viewed on the site.

        Unique Page Views: The number of unique views by
        individual visitors.


Thursday, September 15, 2011
TERMINOLOGY
        Bounce: Is the measure of a visitor arriving at a page on
        your site and immediately leaving. Their entrance page is the
        same as their exit page.

        This is the most confusing because google Allows you to look
        at this metric in some irrelevant ways with averages.

        Exits: The number of visitors who leave the site after this
        page. This could be a link to another site, or simply close the
        window.


Thursday, September 15, 2011
UNDERSTANDING THE DATA

          Top Level Categories

                • Dashboard
                • Intelligence
                • Visitors
                • TrafficSources
                • Content
                • Goals



Thursday, September 15, 2011
THE KEY METRICS

           The are 7 common metrics       • Browsers  / Devices
           that most companies need       • Traffic Sources
           to know to make informed
                                          • Referrers
           decisions about your web
           traffic. Making these reports   • Keyword Analytics
           apart of your monthly          • Top Content
           review can truly shape         • Exit / Bounce
           decisions.
                                          • Goals / Events




Thursday, September 15, 2011
VISITORS




Thursday, September 15, 2011
VISITORS > BROWSERS > OPERATING SYSTEMS




Thursday, September 15, 2011
TRAFFIC SOURCES




Thursday, September 15, 2011
TRAFFIC SOURCES > ALL SOURCES




Thursday, September 15, 2011
TRAFFIC SOURCES > REFERRING SITES




Thursday, September 15, 2011
TRAFFIC SOURCES > KEYWORDS




Thursday, September 15, 2011
CONTENT




Thursday, September 15, 2011
CONTENT > TOP CONTENT




Thursday, September 15, 2011
CONTENT > TOP CONTENT BY TITLE




Thursday, September 15, 2011
CONTENT > EXIT AND BOUNCE




Thursday, September 15, 2011
GOALS




Thursday, September 15, 2011
ADVANCED
                               CONFIGURATIONS
        • Goals                and Funnels
        • Campaign Tracking

        • Custom                 Reports
        • Google                Intelligence


Thursday, September 15, 2011
GOALS AND FUNNELS
        Goals allow you to track a path of a user and
        gather information on the success or failure of
        that path.


                 Home




Thursday, September 15, 2011
GOALS AND FUNNELS
        Goals allow you to track a path of a user and
        gather information on the success or failure of
        that path.


                 Home




Thursday, September 15, 2011
GOALS AND FUNNELS
        Goals allow you to track a path of a user and
        gather information on the success or failure of
        that path.


                 Home          Product




Thursday, September 15, 2011
GOALS AND FUNNELS
        Goals allow you to track a path of a user and
        gather information on the success or failure of
        that path.


                 Home          Product




Thursday, September 15, 2011
GOALS AND FUNNELS
        Goals allow you to track a path of a user and
        gather information on the success or failure of
        that path.


                                         Order
                 Home          Product
                                         Form




Thursday, September 15, 2011
GOALS AND FUNNELS
        Goals allow you to track a path of a user and
        gather information on the success or failure of
        that path.


                                         Order
                 Home          Product
                                         Form




Thursday, September 15, 2011
GOALS AND FUNNELS
        Goals allow you to track a path of a user and
        gather information on the success or failure of
        that path.


                                         Order    Thank
                 Home          Product
                                         Form      You




Thursday, September 15, 2011
GOAL DETAIL




Thursday, September 15, 2011
GOALS SETUP
        Setting up a Goal, you need to know the page
        that starts, contains, and ends the goal. The more
        detailed you are, the better.




Thursday, September 15, 2011
EDIT PROFILE




Thursday, September 15, 2011
EDIT PROFILE > ADD GOAL




Thursday, September 15, 2011
CAMPAIGN TRACKING
        Using Google’s campaign tags you can better
        differentiate your incoming traffic to understand
        and gather data about your visitors.

                  Washingtonian: Print Ad : May 2011
                 Washingtonian: Online Ad : June 2011    Home

                  Newsletter: Email Blast: August 2011



Thursday, September 15, 2011
CAMPAIGN TRACKING
        Using Google’s campaign tags you can better
        differentiate your incoming traffic to understand
        and gather data about your visitors.

                  Washingtonian: Print Ad : May 2011
                 Washingtonian: Online Ad : June 2011    Home

                  Newsletter: Email Blast: August 2011



Thursday, September 15, 2011
CAMPAIGN TRACKING
        Using Google’s campaign tags you can better
        differentiate your incoming traffic to understand
        and gather data about your visitors.

                  Washingtonian: Print Ad : May 2011
                 Washingtonian: Online Ad : June 2011    Home

                  Newsletter: Email Blast: August 2011



Thursday, September 15, 2011
CAMPAIGN TRACKING
        Using Google’s campaign tags you can better
        differentiate your incoming traffic to understand
        and gather data about your visitors.

                  Washingtonian: Print Ad : May 2011
                 Washingtonian: Online Ad : June 2011    Home

                  Newsletter: Email Blast: August 2011



Thursday, September 15, 2011
CAMPAIGN SETUP
         Using Google’s URL Builder, you can customize the links you
         use in your internal communications and the links you give to
         your outside vendors.

         http://www.google.com/support/analytics/bin/answer.py?answer=55578




Thursday, September 15, 2011
CAMPAIGN SETUP
         Using Google’s URL Builder, you can customize the links you
         use in your internal communications and the links you give to
         your outside vendors.

         http://www.google.com/support/analytics/bin/answer.py?answer=55578




Thursday, September 15, 2011
CAMPAIGN SETUP
         Using Google’s URL Builder, you can customize the links you
         use in your internal communications and the links you give to
         your outside vendors.

         http://www.google.com/support/analytics/bin/answer.py?answer=55578




Thursday, September 15, 2011
CAMPAIGN SETUP

         Results link that is used to track specific traffic to your site.



         http://www.google.com/?
         utm_source=AHCMC&utm_medium=EMAIL&utm_campaign=NEWS




Thursday, September 15, 2011
TRAFFIC SOURCES > CAMPAIGNS




Thursday, September 15, 2011
CUSTOM REPORTS
        Create reports that make sense to you, and have
        them sent to you automatically. Enjoy stats over
        your morning coffee...




Thursday, September 15, 2011
CUSTOM REPORTS > CREATE




Thursday, September 15, 2011
CUSTOM REPORTS > CREATE




Thursday, September 15, 2011
CUSTOM REPORTS > CAMPAIGNS




Thursday, September 15, 2011
CUSTOM REPORTS > CAMPAIGNS




Thursday, September 15, 2011
EMAIL REPORT




Thursday, September 15, 2011
EMAIL REPORT




Thursday, September 15, 2011
INTELLIGENCE
        Create Alerts and let Google email you when
        something significant is happening to your site.




Thursday, September 15, 2011
INTELLIGENCE




Thursday, September 15, 2011
INTELLIGENCE




Thursday, September 15, 2011
INTELLIGENCE




Thursday, September 15, 2011
INTELLIGENCE




Thursday, September 15, 2011
IN REVIEW
    • Understand                    the basic terminology
    • Seven                    key metrics to evaluate your site
    • Use             goals and funnels to value your traffic
    • Campaign                     tracking to segment traffic
    • Create                   custom reports and send them via email
    • Use             Google Intelligence to keep us informed

Thursday, September 15, 2011
THANK YOU
                     If you have further questions, please feel
                     free to contact me for more information.


                     Tobin Lehman, Owner
                     Tobin Lehman: Design + Interactive

                     Contact@tobinlehman.com
                     240. 575.5887


Thursday, September 15, 2011

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Getting More Out of Analytics presented by Tobin Lehman

  • 1. GETTING MORE OUT OF ANALYTICS Tobin Lehman, contact@tobinlehman.com Thursday, September 15, 2011
  • 2. WHAT IS ANALYTICS? • Google’s Web Tracking Software • Google Acquired Urchin Software in 2005, made the product free under the name Analytics. • Let’s you understand what has happened to your site. Thursday, September 15, 2011
  • 3. HOW IT WORKS • Uses Javascript to track page events • Simple tracking code is put on your pages • This requires javascript to be active on the browsers • 3% of Users in the US have Javascript disabled.* http://visualrevenue.com/blog/2007/08/eu-and-us-javascript-disabled-index.html Thursday, September 15, 2011
  • 4. TERMINOLOGY Visits: Users coming to the site. One visit might have multiple page views. Unique Visits: Some users may come back multiple times. This measures how many unique users came. Page Views: The number of pages viewed on the site. Unique Page Views: The number of unique views by individual visitors. Thursday, September 15, 2011
  • 5. TERMINOLOGY Bounce: Is the measure of a visitor arriving at a page on your site and immediately leaving. Their entrance page is the same as their exit page. This is the most confusing because google Allows you to look at this metric in some irrelevant ways with averages. Exits: The number of visitors who leave the site after this page. This could be a link to another site, or simply close the window. Thursday, September 15, 2011
  • 6. UNDERSTANDING THE DATA Top Level Categories • Dashboard • Intelligence • Visitors • TrafficSources • Content • Goals Thursday, September 15, 2011
  • 7. THE KEY METRICS The are 7 common metrics • Browsers / Devices that most companies need • Traffic Sources to know to make informed • Referrers decisions about your web traffic. Making these reports • Keyword Analytics apart of your monthly • Top Content review can truly shape • Exit / Bounce decisions. • Goals / Events Thursday, September 15, 2011
  • 9. VISITORS > BROWSERS > OPERATING SYSTEMS Thursday, September 15, 2011
  • 11. TRAFFIC SOURCES > ALL SOURCES Thursday, September 15, 2011
  • 12. TRAFFIC SOURCES > REFERRING SITES Thursday, September 15, 2011
  • 13. TRAFFIC SOURCES > KEYWORDS Thursday, September 15, 2011
  • 15. CONTENT > TOP CONTENT Thursday, September 15, 2011
  • 16. CONTENT > TOP CONTENT BY TITLE Thursday, September 15, 2011
  • 17. CONTENT > EXIT AND BOUNCE Thursday, September 15, 2011
  • 19. ADVANCED CONFIGURATIONS • Goals and Funnels • Campaign Tracking • Custom Reports • Google Intelligence Thursday, September 15, 2011
  • 20. GOALS AND FUNNELS Goals allow you to track a path of a user and gather information on the success or failure of that path. Home Thursday, September 15, 2011
  • 21. GOALS AND FUNNELS Goals allow you to track a path of a user and gather information on the success or failure of that path. Home Thursday, September 15, 2011
  • 22. GOALS AND FUNNELS Goals allow you to track a path of a user and gather information on the success or failure of that path. Home Product Thursday, September 15, 2011
  • 23. GOALS AND FUNNELS Goals allow you to track a path of a user and gather information on the success or failure of that path. Home Product Thursday, September 15, 2011
  • 24. GOALS AND FUNNELS Goals allow you to track a path of a user and gather information on the success or failure of that path. Order Home Product Form Thursday, September 15, 2011
  • 25. GOALS AND FUNNELS Goals allow you to track a path of a user and gather information on the success or failure of that path. Order Home Product Form Thursday, September 15, 2011
  • 26. GOALS AND FUNNELS Goals allow you to track a path of a user and gather information on the success or failure of that path. Order Thank Home Product Form You Thursday, September 15, 2011
  • 28. GOALS SETUP Setting up a Goal, you need to know the page that starts, contains, and ends the goal. The more detailed you are, the better. Thursday, September 15, 2011
  • 30. EDIT PROFILE > ADD GOAL Thursday, September 15, 2011
  • 31. CAMPAIGN TRACKING Using Google’s campaign tags you can better differentiate your incoming traffic to understand and gather data about your visitors. Washingtonian: Print Ad : May 2011 Washingtonian: Online Ad : June 2011 Home Newsletter: Email Blast: August 2011 Thursday, September 15, 2011
  • 32. CAMPAIGN TRACKING Using Google’s campaign tags you can better differentiate your incoming traffic to understand and gather data about your visitors. Washingtonian: Print Ad : May 2011 Washingtonian: Online Ad : June 2011 Home Newsletter: Email Blast: August 2011 Thursday, September 15, 2011
  • 33. CAMPAIGN TRACKING Using Google’s campaign tags you can better differentiate your incoming traffic to understand and gather data about your visitors. Washingtonian: Print Ad : May 2011 Washingtonian: Online Ad : June 2011 Home Newsletter: Email Blast: August 2011 Thursday, September 15, 2011
  • 34. CAMPAIGN TRACKING Using Google’s campaign tags you can better differentiate your incoming traffic to understand and gather data about your visitors. Washingtonian: Print Ad : May 2011 Washingtonian: Online Ad : June 2011 Home Newsletter: Email Blast: August 2011 Thursday, September 15, 2011
  • 35. CAMPAIGN SETUP Using Google’s URL Builder, you can customize the links you use in your internal communications and the links you give to your outside vendors. http://www.google.com/support/analytics/bin/answer.py?answer=55578 Thursday, September 15, 2011
  • 36. CAMPAIGN SETUP Using Google’s URL Builder, you can customize the links you use in your internal communications and the links you give to your outside vendors. http://www.google.com/support/analytics/bin/answer.py?answer=55578 Thursday, September 15, 2011
  • 37. CAMPAIGN SETUP Using Google’s URL Builder, you can customize the links you use in your internal communications and the links you give to your outside vendors. http://www.google.com/support/analytics/bin/answer.py?answer=55578 Thursday, September 15, 2011
  • 38. CAMPAIGN SETUP Results link that is used to track specific traffic to your site. http://www.google.com/? utm_source=AHCMC&utm_medium=EMAIL&utm_campaign=NEWS Thursday, September 15, 2011
  • 39. TRAFFIC SOURCES > CAMPAIGNS Thursday, September 15, 2011
  • 40. CUSTOM REPORTS Create reports that make sense to you, and have them sent to you automatically. Enjoy stats over your morning coffee... Thursday, September 15, 2011
  • 41. CUSTOM REPORTS > CREATE Thursday, September 15, 2011
  • 42. CUSTOM REPORTS > CREATE Thursday, September 15, 2011
  • 43. CUSTOM REPORTS > CAMPAIGNS Thursday, September 15, 2011
  • 44. CUSTOM REPORTS > CAMPAIGNS Thursday, September 15, 2011
  • 47. INTELLIGENCE Create Alerts and let Google email you when something significant is happening to your site. Thursday, September 15, 2011
  • 52. IN REVIEW • Understand the basic terminology • Seven key metrics to evaluate your site • Use goals and funnels to value your traffic • Campaign tracking to segment traffic • Create custom reports and send them via email • Use Google Intelligence to keep us informed Thursday, September 15, 2011
  • 53. THANK YOU If you have further questions, please feel free to contact me for more information. Tobin Lehman, Owner Tobin Lehman: Design + Interactive Contact@tobinlehman.com 240. 575.5887 Thursday, September 15, 2011