GOOGLE ANALYTICS: AN INTRODUCTIONMichelle BeldenAccess Archivist, Penn State Special CollectionsPALA 2012
WHY GOOGLE ANALY TICS? Free Sufficient for most libraries Easy to implement Fairly easy to understand
GETTING STARTED Sign up for a Google account http://www.google.com/analytics / to get tracking code Insert code into web pages Bottom of head section of HTML For large sites, put in template
SO WHAT DO YOU WANT TO KNOW? Especially when you’re just getting started, you might be interested in general questions: Where your visitors are coming from What browser/resolution they are using Most popular content Pages with highest bounce rate As you go along, more specific questions might arise, like: Is this digital project getting enough use to justify further work?
MORE ADVANCED USE What are the goals of your site? How will you measure those goals? Example: we want our users to find our “finding aids” “Conversion”: hit on page whose URL begins with: http://www.libraries.psu.edu/dam/psul/up/digital/findingaids / You can even assign monetary values to these “conversions” Can also look at time on site, pages per visit (Is the content sticky? Or is it just hard to find things? Maybe it’s time for some user studies -)
FUNNELS• Series of URLs you think users will/should follow• Find out where you’re losing them• You can also find paths you didn’t foresee