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  1. 1. GOOGLE ANALYTICS: AN INTRODUCTIONMichelle BeldenAccess Archivist, Penn State Special CollectionsPALA 2012
  2. 2. WHY GOOGLE ANALY TICS? Free Sufficient for most libraries Easy to implement Fairly easy to understand
  3. 3. CONSIDERATIONS Data that won’t go through: Users who disable Javascript, block cookies No reporting is 100% accurate. Focus on trends. Privacy:  Data is anonymous  No Personally Identifiable Data  Not shared with 3 rd parties
  4. 4. 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
  5. 5. DASHBOARD
  6. 6. WHAT DOES IT MEASURE?Visitor characteristics Traffic Content effectiveness
  7. 7. A FEW TERMS TO KNOW Visitors – randomly assigned ID and timestamp  New and returning Visits/sessions Page Views  Unique page views Bounce Rate
  8. 8. VISITORS 1: OVERVIEW
  9. 9. VISITORS 2: MOBILE DEVICES
  10. 10. TRAFFIC 1: OVERVIEW
  11. 11. TRAFFIC 2: KEYWORDS
  12. 12. CONTENT 1: OVERVIEW
  13. 13. CONTENT 2: IN PAGE ANALY TICS
  14. 14. 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?
  15. 15. VISITORS 3: SERVICE PROVIDERS
  16. 16. VISITORS 4: MAP OVERLAY
  17. 17. 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 -)
  18. 18. 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
  19. 19. LEARN MORE! http://www.google.com/support/conversionuniversity/

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