Web Analytics:
                                        What is going on?




Dan Lucarelli
Director – Marketing & Educatio...
Survey:
How many are using some
      form of Analytics?
Agenda
•   Web Analytics defined
•   Logs vs Analytics
•   AWSTATS
•   Web Analytics: Google Style
•   How to set up Googl...
Web Analytics Defined
Web Analytics – The process of collection,
 measurement and analysis of user activity
 on a website ...
Web Analytics defined
Web Analytics is software that generates
 metrics:
            – How many times a file is accessed;
...
Why use Analytics?
• Analytics helps you improve your site’s
  purpose.
  – What is your site’s purpose?
     • Serve cust...
Logs vs Analytics
• Logs = what                • Analytics = what
  happened from the            happened from the
  Serve...
Logs vs Analytics
Unique Users
• Logs:                          • Analytics:

  – IP address                     – Users and sessions
     •...
Page Views
• Logs:               • Analytics:

  – Number of pages     – Number of pages and
                          the...
Log file analyzer
• Software to make sense of Server logs
  – AWSTATS, Logaholic, Splunk, others
  – Almost always offered...
Getting started with Analytics
               Step by Step
Step 1: Create an Account
• https://www.google.com/accounts/Login
Step 2: Log in to Analytics
• https://www.google.com/analytics/reporting/login
Step 3: Sign Up
Step 3: Sign Up
Step 3: Sign Up
Step 4: Agree to Terms
Step 5: Get the Code
Step 6: Add the code to your Web Site


    <HTML>
      <HEAD>
        <title>Pennsylvania One Call System, Inc.</title>
...
The finished page…
<HTML>
  <HEAD>
    <title>Pennsylvania One Call System, Inc.</title>
    <meta content=quot;Microsoft ...
Add the code to every page
• The Google Analytics code must be added
  to every page on your Web site to be
  effective.
 ...
Now What?
Now What?
• Wait. A week or so. Give Google time to
  collect data from users on your site.
• Check to see if the code was...
Green Check = Code Working




            Xxxxxx‐x




            Xxxxxx‐x
Basic reports and Graphs

       Xxxxxx‐x
The Dashboard
Drill-down - Visits
Users by Geography
User Trending
Entrance Page…
… and Exit Page
The Dashboard can be rearranged
Review
Review
• If you have a Web site, you should be
  analyzing traffic
• You can analyze server-side (logs) or user-
  side (p...
Questions?
                                      (Thanks! for your time!)




Dan Lucarelli
Director – Marketing & Educati...
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Web Analytics What Is Going On

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If you have a web site, you should be using a Web analytics tool. Learn how to implement Google Analytics: a no cost tool to analyze traffic at your web site

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Web Analytics What Is Going On

  1. 1. Web Analytics: What is going on? Dan Lucarelli Director – Marketing & Education Pennsylvania One Call System, Inc. www.dlucarelli.com
  2. 2. Survey: How many are using some form of Analytics?
  3. 3. Agenda • Web Analytics defined • Logs vs Analytics • AWSTATS • Web Analytics: Google Style • How to set up Google Analytics • The Hard Part: Defining what you want
  4. 4. Web Analytics Defined Web Analytics – The process of collection, measurement and analysis of user activity on a website to understand and help achieve the intended objective of the website. Definitions retrieved February 11, 2009, from: http://www.outsource2india.com/webanalytics/glossary.asp
  5. 5. Web Analytics defined Web Analytics is software that generates metrics: – How many times a file is accessed; – How many pages are served; – How many unique IP addresses. • Analytics can: – Calculate the most popular pages; – Count the time spent on a page; – Figure out the ‘bounce’ rate Source: Google Analytics 2.0, Ledford and Tyler, Wiley Publishing (2007), ISBN 978-0-470-17501-9, p. 5.
  6. 6. Why use Analytics? • Analytics helps you improve your site’s purpose. – What is your site’s purpose? • Serve customers? (Members) • Sell things? • Distribute content? – Need to answer the ‘purpose’ question first
  7. 7. Logs vs Analytics • Logs = what • Analytics = what happened from the happened from the Server perspective. User perspective – Infer what happened – Track usage with by examining log files cookies, timestamps, on the Web server scripts, page names in a database
  8. 8. Logs vs Analytics
  9. 9. Unique Users • Logs: • Analytics: – IP address – Users and sessions • Firewall at a company (cookies) site • n Users behind the • one user for the entire firewall company
  10. 10. Page Views • Logs: • Analytics: – Number of pages – Number of pages and the time spent on each page
  11. 11. Log file analyzer • Software to make sense of Server logs – AWSTATS, Logaholic, Splunk, others – Almost always offered by a hosting service – Minimalistic logs and analysis in IIS
  12. 12. Getting started with Analytics Step by Step
  13. 13. Step 1: Create an Account • https://www.google.com/accounts/Login
  14. 14. Step 2: Log in to Analytics • https://www.google.com/analytics/reporting/login
  15. 15. Step 3: Sign Up
  16. 16. Step 3: Sign Up
  17. 17. Step 3: Sign Up
  18. 18. Step 4: Agree to Terms
  19. 19. Step 5: Get the Code
  20. 20. Step 6: Add the code to your Web Site <HTML> <HEAD> <title>Pennsylvania One Call System, Inc.</title> <meta content=quot;Microsoft Visual Studio .NET 7.1quot; name=quot;GENERATORquot;> <meta content=quot;Visual Basic .NET 7.1quot; name=quot;CODE_LANGUAGEquot;> <meta content=quot;JavaScriptquot; name=quot;vs_defaultClientScriptquot;> <meta content=quot;http://schemas.microsoft.com/intellisense/ie5quot; name=quot;vs_targetSchemaquot;> <LINK href=quot;index16.cssquot; type=quot;text/cssquot; rel=quot;StyleSheetquot;> <link rel=quot;SHORTCUT ICONquot; href=quot;http://www.pa1call.org/images/1call.icoquot;> <script language=quot;javascriptquot; src=quot;index16pr.jsquot;></script> </HEAD> The Google Analytics code goes here, just before the <body> tag on the page… <body id=quot;thebodyquot; bgColor=quot;#004e82quot;>
  21. 21. The finished page… <HTML> <HEAD> <title>Pennsylvania One Call System, Inc.</title> <meta content=quot;Microsoft Visual Studio .NET 7.1quot; name=quot;GENERATORquot;> <meta content=quot;Visual Basic .NET 7.1quot; name=quot;CODE_LANGUAGEquot;> <meta content=quot;JavaScriptquot; name=quot;vs_defaultClientScriptquot;> <meta content=quot;http://schemas.microsoft.com/intellisense/ie5quot; name=quot;vs_targetSchemaquot;> <LINK href=quot;index16.cssquot; type=quot;text/cssquot; rel=quot;StyleSheetquot;> <link rel=quot;SHORTCUT ICONquot; href=quot;http://www.pa1call.org/images/1call.icoquot;> <script language=quot;javascriptquot; src=quot;index16pr.jsquot;></script> </HEAD> <script type=quot;text/javascriptquot;> var gaJsHost = ((quot;https:quot; == document.location.protocol) ? quot;https://ssl.quot; : quot;http://www.quot;); document.write(unescape(quot;%3Cscript src='quot; + gaJsHost + quot;google‐analytics.com/ga.js‘  type='text/javascript'%3E%3C/script%3Equot;)); </script> <script type=quot;text/javascriptquot;> try { var pageTracker = _gat._getTracker(quot;UA‐xxxxxxx‐1quot;); pageTracker._trackPageview(); } catch(err) {}</script> <body id=quot;thebodyquot; bgColor=quot;#004e82quot;>
  22. 22. Add the code to every page • The Google Analytics code must be added to every page on your Web site to be effective. – Google can track links and user paths through the site – Bounce rate – Time on site – Goals
  23. 23. Now What?
  24. 24. Now What? • Wait. A week or so. Give Google time to collect data from users on your site. • Check to see if the code was installed properly: • Log in to: http://analytics.google.com
  25. 25. Green Check = Code Working Xxxxxx‐x Xxxxxx‐x
  26. 26. Basic reports and Graphs Xxxxxx‐x
  27. 27. The Dashboard
  28. 28. Drill-down - Visits
  29. 29. Users by Geography
  30. 30. User Trending
  31. 31. Entrance Page…
  32. 32. … and Exit Page
  33. 33. The Dashboard can be rearranged
  34. 34. Review
  35. 35. Review • If you have a Web site, you should be analyzing traffic • You can analyze server-side (logs) or user- side (proactive analysis tools) • User-side analysis gives more insights • There are good-to-very good tools available at no cost (Google Analytics)
  36. 36. Questions? (Thanks! for your time!) Dan Lucarelli Director – Marketing & Education Pennsylvania One Call System, Inc. www.dlucarelli.com

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