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GETTING MORE
           OUT OF ANALYTICS


                               Tobin Lehman, contact@tobinlehman.com

Thursday,...
WHAT IS ANALYTICS?

        • Google’s Web Tracking          Software

        • Google Acquired    Urchin Software in 200...
HOW IT WORKS

       • Uses            Javascript to track page events

       • Simple                tracking code is pu...
TERMINOLOGY
        Visits: Users coming to the site. One visit might have
        multiple page views.

        Unique Vi...
TERMINOLOGY
        Bounce: Is the measure of a visitor arriving at a page on
        your site and immediately leaving. T...
UNDERSTANDING THE DATA

          Top Level Categories

                • Dashboard
                • Intelligence
       ...
THE KEY METRICS

           The are 7 common metrics       • Browsers  / Devices
           that most companies need      ...
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 Track...
GOALS AND FUNNELS
        Goals allow you to track a path of a user and
        gather information on the success or failu...
GOALS AND FUNNELS
        Goals allow you to track a path of a user and
        gather information on the success or failu...
GOALS AND FUNNELS
        Goals allow you to track a path of a user and
        gather information on the success or failu...
GOALS AND FUNNELS
        Goals allow you to track a path of a user and
        gather information on the success or failu...
GOALS AND FUNNELS
        Goals allow you to track a path of a user and
        gather information on the success or failu...
GOALS AND FUNNELS
        Goals allow you to track a path of a user and
        gather information on the success or failu...
GOALS AND FUNNELS
        Goals allow you to track a path of a user and
        gather information on the success or failu...
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 mor...
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 unders...
CAMPAIGN TRACKING
        Using Google’s campaign tags you can better
        differentiate your incoming traffic to unders...
CAMPAIGN TRACKING
        Using Google’s campaign tags you can better
        differentiate your incoming traffic to unders...
CAMPAIGN TRACKING
        Using Google’s campaign tags you can better
        differentiate your incoming traffic to unders...
CAMPAIGN SETUP
         Using Google’s URL Builder, you can customize the links you
         use in your internal communic...
CAMPAIGN SETUP
         Using Google’s URL Builder, you can customize the links you
         use in your internal communic...
CAMPAIGN SETUP
         Using Google’s URL Builder, you can customize the links you
         use in your internal communic...
CAMPAIGN SETUP

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



         http://www.google.com...
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...
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.

...
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...
THANK YOU
                     If you have further questions, please feel
                     free to contact me for more...
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Getting More Out of Analytics presented by Tobin Lehman Slide 1 Getting More Out of Analytics presented by Tobin Lehman Slide 2 Getting More Out of Analytics presented by Tobin Lehman Slide 3 Getting More Out of Analytics presented by Tobin Lehman Slide 4 Getting More Out of Analytics presented by Tobin Lehman Slide 5 Getting More Out of Analytics presented by Tobin Lehman Slide 6 Getting More Out of Analytics presented by Tobin Lehman Slide 7 Getting More Out of Analytics presented by Tobin Lehman Slide 8 Getting More Out of Analytics presented by Tobin Lehman Slide 9 Getting More Out of Analytics presented by Tobin Lehman Slide 10 Getting More Out of Analytics presented by Tobin Lehman Slide 11 Getting More Out of Analytics presented by Tobin Lehman Slide 12 Getting More Out of Analytics presented by Tobin Lehman Slide 13 Getting More Out of Analytics presented by Tobin Lehman Slide 14 Getting More Out of Analytics presented by Tobin Lehman Slide 15 Getting More Out of Analytics presented by Tobin Lehman Slide 16 Getting More Out of Analytics presented by Tobin Lehman Slide 17 Getting More Out of Analytics presented by Tobin Lehman Slide 18 Getting More Out of Analytics presented by Tobin Lehman Slide 19 Getting More Out of Analytics presented by Tobin Lehman Slide 20 Getting More Out of Analytics presented by Tobin Lehman Slide 21 Getting More Out of Analytics presented by Tobin Lehman Slide 22 Getting More Out of Analytics presented by Tobin Lehman Slide 23 Getting More Out of Analytics presented by Tobin Lehman Slide 24 Getting More Out of Analytics presented by Tobin Lehman Slide 25 Getting More Out of Analytics presented by Tobin Lehman Slide 26 Getting More Out of Analytics presented by Tobin Lehman Slide 27 Getting More Out of Analytics presented by Tobin Lehman Slide 28 Getting More Out of Analytics presented by Tobin Lehman Slide 29 Getting More Out of Analytics presented by Tobin Lehman Slide 30 Getting More Out of Analytics presented by Tobin Lehman Slide 31 Getting More Out of Analytics presented by Tobin Lehman Slide 32 Getting More Out of Analytics presented by Tobin Lehman Slide 33 Getting More Out of Analytics presented by Tobin Lehman Slide 34 Getting More Out of Analytics presented by Tobin Lehman Slide 35 Getting More Out of Analytics presented by Tobin Lehman Slide 36 Getting More Out of Analytics presented by Tobin Lehman Slide 37 Getting More Out of Analytics presented by Tobin Lehman Slide 38 Getting More Out of Analytics presented by Tobin Lehman Slide 39 Getting More Out of Analytics presented by Tobin Lehman Slide 40 Getting More Out of Analytics presented by Tobin Lehman Slide 41 Getting More Out of Analytics presented by Tobin Lehman Slide 42 Getting More Out of Analytics presented by Tobin Lehman Slide 43 Getting More Out of Analytics presented by Tobin Lehman Slide 44 Getting More Out of Analytics presented by Tobin Lehman Slide 45 Getting More Out of Analytics presented by Tobin Lehman Slide 46 Getting More Out of Analytics presented by Tobin Lehman Slide 47 Getting More Out of Analytics presented by Tobin Lehman Slide 48 Getting More Out of Analytics presented by Tobin Lehman Slide 49 Getting More Out of Analytics presented by Tobin Lehman Slide 50 Getting More Out of Analytics presented by Tobin Lehman Slide 51 Getting More Out of Analytics presented by Tobin Lehman Slide 52 Getting More Out of Analytics presented by Tobin Lehman Slide 53
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Getting More Out of Analytics presented by Tobin Lehman

  1. 1. GETTING MORE OUT OF ANALYTICS Tobin Lehman, contact@tobinlehman.com Thursday, September 15, 2011
  2. 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. 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. 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. 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. 6. UNDERSTANDING THE DATA Top Level Categories • Dashboard • Intelligence • Visitors • TrafficSources • Content • Goals Thursday, September 15, 2011
  7. 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
  8. 8. VISITORS Thursday, September 15, 2011
  9. 9. VISITORS > BROWSERS > OPERATING SYSTEMS Thursday, September 15, 2011
  10. 10. TRAFFIC SOURCES Thursday, September 15, 2011
  11. 11. TRAFFIC SOURCES > ALL SOURCES Thursday, September 15, 2011
  12. 12. TRAFFIC SOURCES > REFERRING SITES Thursday, September 15, 2011
  13. 13. TRAFFIC SOURCES > KEYWORDS Thursday, September 15, 2011
  14. 14. CONTENT Thursday, September 15, 2011
  15. 15. CONTENT > TOP CONTENT Thursday, September 15, 2011
  16. 16. CONTENT > TOP CONTENT BY TITLE Thursday, September 15, 2011
  17. 17. CONTENT > EXIT AND BOUNCE Thursday, September 15, 2011
  18. 18. GOALS Thursday, September 15, 2011
  19. 19. ADVANCED CONFIGURATIONS • Goals and Funnels • Campaign Tracking • Custom Reports • Google Intelligence Thursday, September 15, 2011
  20. 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. 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. 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. 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. 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. 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. 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
  27. 27. GOAL DETAIL Thursday, September 15, 2011
  28. 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
  29. 29. EDIT PROFILE Thursday, September 15, 2011
  30. 30. EDIT PROFILE > ADD GOAL Thursday, September 15, 2011
  31. 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. 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. 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. 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. 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. 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. 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. 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. 39. TRAFFIC SOURCES > CAMPAIGNS Thursday, September 15, 2011
  40. 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. 41. CUSTOM REPORTS > CREATE Thursday, September 15, 2011
  42. 42. CUSTOM REPORTS > CREATE Thursday, September 15, 2011
  43. 43. CUSTOM REPORTS > CAMPAIGNS Thursday, September 15, 2011
  44. 44. CUSTOM REPORTS > CAMPAIGNS Thursday, September 15, 2011
  45. 45. EMAIL REPORT Thursday, September 15, 2011
  46. 46. EMAIL REPORT Thursday, September 15, 2011
  47. 47. INTELLIGENCE Create Alerts and let Google email you when something significant is happening to your site. Thursday, September 15, 2011
  48. 48. INTELLIGENCE Thursday, September 15, 2011
  49. 49. INTELLIGENCE Thursday, September 15, 2011
  50. 50. INTELLIGENCE Thursday, September 15, 2011
  51. 51. INTELLIGENCE Thursday, September 15, 2011
  52. 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. 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

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