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How to Make the Most of Google Analytics on Your Evoq Site

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How to Make the Most of Google Analytics on Your Evoq Site

  1. 1. About Bruce Chapman •Product Manager at DNN •First DNN Module ever written: Google Analytics Integration Module, August 2007 •Presented multiple times on Analytics at conferences •Fan of Google Analytics since it was ‘urchin.js’ •Worked on the Analytics feature in Evoq 9 Connect with me on Twitter: @brucerchapman | @DNNCorp
  2. 2. Web Analytics : Back to Basics Why do we use Analytics? •To know how many people have visited our site •To know where our visitors arrive from DNN / Proprietary and Confidential. All Rights Reserved.3
  3. 3. Web Analytics : Back to Basics DNN / Proprietary and Confidential. All Rights Reserved.4 Why do we use Analytics? •To know how many people have visited our site •To know where our visitors arrive from But Why? What does that achieve?
  4. 4. Web Analytics : Back to Basics DNN / Proprietary and Confidential. All Rights Reserved.5 Why do we use Analytics? •To know how many people have visited our site •To know where our visitors arrive from But Why? What does that achieve? What can you do with this information?
  5. 5. Web Analytics : Back to Basics DNN / Proprietary and Confidential. All Rights Reserved.6 Why do we use Analytics? •To know how many people have visited our site •To know where our visitors arrive from But Why? What does that achieve? What can you do with this information? Can you answer these two additional questions?
  6. 6. A Site with No Web Analytics DNN / Proprietary and Confidential. All Rights Reserved.7 Authored Content Visitors Interactions
  7. 7. Why We Need Web Analytics DNN / Proprietary and Confidential. All Rights Reserved.8 Authored Content Visitors
  8. 8. Why We Need Web Analytics DNN / Proprietary and Confidential. All Rights Reserved.9 Authored Content Visitors Interactions Feedback
  9. 9. Why We Need Web Analytics DNN / Proprietary and Confidential. All Rights Reserved.10 Authored Content Visitors Interactions Feedback Adjustments & New Content
  10. 10. Feedback Loop •Web Analytics gives us feedback › How our content is being consumed › Who is consuming it › Where they are arriving from •Feedback Loop Quality ➤ Content Creation Quality › Matching Content and Data › Richness of the Data › Speed of the feedback loop DNN / Proprietary and Confidential. All Rights Reserved.11
  11. 11. Using Google Analytics DNN / Proprietary and Confidential. All Rights Reserved.12 Authored Content Visitors Feedback Adjustments & New Content Google Analytics: ✅ Powerful and Comprehensive ✅ Free to Use ✅ Easy to set up
  12. 12. Google Analytics Strengths and Weaknesses ✅ Powerful and Comprehensive ✅ Free to Use ✅ Easy to set up ⚠️ Finding Content can be hard DNN / Proprietary and Confidential. All Rights Reserved.13
  13. 13. Google Analytics Strengths and Weaknesses ✅ Powerful and Comprehensive ✅ Free to Use ✅ Easy to set up ⚠️ Finding Content can be hard ⚠️ Requires separate authentication DNN / Proprietary and Confidential. All Rights Reserved.14
  14. 14. Google Analytics Strengths and Weaknesses ✅ Powerful and Comprehensive ✅ Free to Use ✅ Easy to set up ⚠️ Finding Content can be hard ⚠️ Requires separate authentication ⚠️ Editors may not have access at all DNN / Proprietary and Confidential. All Rights Reserved.15
  15. 15. Google Analytics Strengths and Weaknesses ✅ Powerful and Comprehensive ✅ Free to Use ✅ Easy to set up ⚠️ Finding Content can be hard ⚠️ Requires separate authentication ⚠️ Editors may not have access at all ⚠️ Separate Application to visit DNN / Proprietary and Confidential. All Rights Reserved.16
  16. 16. Google Analytics Strengths and Weaknesses ✅ Powerful and Comprehensive ✅ Free to Use ✅ Easy to set up ⚠️ Finding Content can be hard ⚠️ Requires separate authentication ⚠️ Editors may not have access at all ⚠️ Separate Application to visit ⚠️ Domain knowledge to get the best value DNN / Proprietary and Confidential. All Rights Reserved.17
  17. 17. Google Analytics Strengths and Weaknesses ✅ Powerful and Comprehensive ✅ Free to Use ✅ Easy to set up ⚠️ Finding Content can be hard ⚠️ Requires separate authentication ⚠️ Editors may not have access at all ⚠️ Separate Application to visit ⚠️ Domain knowledge to get the best value ⚠️ No interaction tracking by default DNN / Proprietary and Confidential. All Rights Reserved.18
  18. 18. Improving value of Google Analytics DNN / Proprietary and Confidential. All Rights Reserved.19 Authored Content Visitors Feedback Adjustments & New Content Increase quality and speed of Feedback
  19. 19. Google Analytics Integration in Evoq • Leverages data in your Google Analytics instance to provide meaningful insights within Evoq • Curated interactive tables, graphics and insights • Site Analytics (Content Manager focus) • Page Analytics (Content Editor focus) For more details, visit our Evoq Analytics product page. DNN / Proprietary and Confidential. All Rights Reserved.20
  20. 20. Benefits of Google Analytics In Evoq ⚠️ Finding Content can be hard ⚠️ Requires separate authentication ⚠️ Editors may not have access at all ⚠️ Separate Application to visit ⚠️ Domain knowledge to get the best value ⚠️ No interaction tracking by default 21 DNN / Proprietary and Confidential. All Rights Reserved. ✅ Open Analytics in Context with content ✅ Authenticate once with Evoq ✅ All Content Managers and Editors have access ✅ All in the Content Management Experience ✅ Curated data to separate signal from the noise ✅ Built in Interaction tracking Google Analytics Site Google Analytics Data in Evoq
  21. 21. Site-Level Analytics in Evoq Insights• for finding data exceptions and interesting facts Trend• boxes for key trend analysis against prior period Top• Fives: insights on Conversions, Engagement, Channels, Campaigns, Entrance Pages and Events Trends, Insights,• Rankings: not available or not easy to access in Google Analytics
  22. 22. Page-Level Analytics in Evoq • Key trends and rankings • Page metrics for selected date ranges • Visitor Flow to understand how visitors arrive and leave each page • Interaction Events to understand how clicks, scrolls, etc. • Visitor Flow, Trend, Rankings: not available or not easily found in Google Analytics
  23. 23. Understanding Conversions DNN / Proprietary and Confidential. All Rights Reserved.24 Authored Content Visitors Interactions Adjustments & New Content ✓ ❌ Conversion
  24. 24. Conversions in Google Analytics In Google Analytics, conversions are called “goals.” There are four types of goals: 1. Visit Duration 2. Pages per Visit 3. URL Destination 4. Events Every site should have goals defined. Otherwise, what is the purpose of the site? 25 DNN / Proprietary and Confidential. All Rights Reserved.
  25. 25. Google Analytics: Goals Examples 26 DNN / Proprietary and Confidential. All Rights Reserved. Form Completions and E-commerce Checkouts • URL Destination is popular • E-Commerce tracking can assign revenue/value • Allows for Funnel Tracking Event Completion • Watching Videos • Adding items to carts • User Registrations
  26. 26. Visitor Segmentation Unsegmented Data 5 Drinks 27 DNN / Proprietary and Confidential. All Rights Reserved. Segmented Data 1 latte 1 decaf cappuccino 1 double espresso 1 hot chocolate 1 flat white Item Quantity Drinks 5 Item Quantity Latte 4 Decaf Cap. 1 Double Espresso 1 Hot Chocolate 1 Flat White 1 Item Quantity Coffee Based 4 Chocolate Based 1 Unsegmented Data 5 Drinks Segmented Data 1 latte 1 decaf cappuccino 1 double espresso 1 hot chocolate 1 flat white Item Quantity Drinks 5 Item Quantity Coffee Based 4 Chocolate Based 1
  27. 27. Visitor Segmentation Unsegmented Data 5 Drinks 28 DNN / Proprietary and Confidential. All Rights Reserved. Segmented Data 1 latte 1 decaf cappuccino 1 double espresso 1 hot chocolate 1 flat white Item Quantity Drinks 8 Item Quantity Latte 4 Decaf Cap. 1 Double Espresso 1 Hot Chocolate 1 Flat White 1 Item Quantity Coffee Based 4 Chocolate Based 4
  28. 28. Summary The value of analytics depends on the feedback loop Results are driven by the quality and speed of the feedback› loop Data› -driven insights can inform content improvements Ease of access drives usage› Conversions matter Define› your site’s goals Review goal completion (› “conversions”) in Evoq Segmentation Understand metrics by each visitor segment› Do more› of what works and less of what doesn’t
  29. 29. For More Information Visit the DNN Software website for more information on our Evoq CMS

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