Using Data from Google Analytics

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https://learn.extension.org/conferences/nexc2012/events/700 Using data from Google Analytics, we looked into factors that are associated with article and Ask an Expert (AaE) page views. Specifically, we utilized Google Analytics data from April 2009 – April 2012 and available Page Analytics (http://pageanalytics.extension.org/) in the personal finance or Financial Security for All (FSA) Community of Practice (CoP) areas. We shared result implications and limitations based on the results of this study #nEXC2012

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  • Good MorningStop me at anytime to ask questions
  • Feedback from the expert usersGoogle Analytics by Amy Hays on Jul 06, 2011 http://www.slideshare.net/aggie94amy/google-analytics-8524378 & https://connect.extension.iastate.edu/p61892924/?launcher=false&fcsContent=true&pbMode=normal
  • The Financial Security for All Community of Practice, a virtual community led by fifteen Extension professionals from across the country, has over 300 members from Land Grant Universities in 44 states and one territory. Members are organized in three major subject matter areas - Financial Security in Later Life, Financial Literacy for Youth, and Financial Stability. They develop resources; provide peer-reviewed Frequently Asked Questions and Featured Resources; and answer Ask the Expert questions.Financial security, the ability to meet day-to-day expenses while saving and investing for tomorrow, is a lifelong goal for most individuals and families. The national Financial Security for All team began collaborative work to provide consumers a source of reliable and up-to-date financial and consumer information through a knowledge base of commonly asked questions that have science-based, peer reviewed answers.Online learning lessons have been developed to create self-paced learning objects that youth and adults can use to further enhance their knowledge in particular areas. The newest lessons being developed are modules for “Bankruptcy Education” and “Getting Motivated for Estate Planning.”
  • We are going to share three examples.
  • Gail Hillebrand, Consumer Financial Protection Bureau (CFPB) Associate Director Education and Engagement, requested the number of requests by topic area.  A main concern that I have is about the huge jump in page views between March and April 2009. Am I missing some numbers with this method? Any reasons for this huge jump? Also, do you have suggestions for better metrics to be used for this report?- Fahzy
  • Page and page titleContent page filtered by “personal_finance”
  • Withoutgovdelivery.com’s 783 visit, the hits trends should be relatively flat
  • How does FSA’s look like? With the creation of all the new CoPs.
  • Just would like to share this. I’d image the same statistics apply to personal finance since the area is of interests to all segments of the population. Quantcast
  • An expert mentioned that no sites should be created without goalsBusiness: Sales, sign up for e-mail updates and deals, Red: Large proportions exits from these sites
  • Internet Explorer
  • I just cannot get the tables right
  • Methods
  • After you reach 1 million unique dimension combinations, GA samples the data. In somewhat plainer language, this means that once you have that many variables in play — and they do stack up fairly rapidly — GA selectively and intelligently ignores some of the data. It deploys sophisticated algorithms that make quick work of understanding overall patterns and dropping out the data least likely to result in a visible difference. I have my cookies blocked
  • FAQ vs. Pages (Articles, Curriculum, Monthly Messages)What struck you?#2???
  • # of tags switches signResearch Summary 5-10% of tagsTopics: easier (not research summary), highly demanded (MiTT)
  • A bulk of them started very early
  • Good MorningStop me at anytime to ask questions
  • Using Data from Google Analytics

    1. 1. Using Data from Google Analytics Fahzy Abdul-Rahman (NMSU) … with major assistance from Andrew Zumwalt2012 eXtension Annual Conference October 3, 2012
    2. 2. Goal1. To share our Community of Practice’s (CoP’s) experience on how we have been using Google Analytics (GA) – As non-expert users – Not intended to go over Google Analytics for CoPs • eXtension webinar by Amy Hays (July 2011) - slideshare2. To share preliminary findings on items that tend to get more hits – Write eXtension publication with these factors in mind without sacrificing quality
    3. 3. Motivation• What are getting the hits? Factors?• What GA information tend to be highly useful? – Extension.org is non-profit organization – Many of the GA information pertain to information measurable in $ (e.g. sales, donation) • Conversion rate (more later) • AdWords• Application to Personal Finance CoP – Different than Child Care example?
    4. 4. Google Analytics IQ (GAIQ) Lessons • Fundamentals • Account Administration • Campaign Tracking and AdWordsFirst Steps Integration• Introduction to Google Analytics • Analysis Focus - AdWords• Installing the Google Analytics • Goals in Google Analytics Tracking Code • Filters in Google Analytics• Working with Report Data • Regex and Google Analytics • Cookies and Google AnalyticsInterpreting Reports • E-commerce Tracking• Pageviews, Visits, and Visitors • Domains and Subdomains• Time Metrics• Traffic Sources • In-Depth Analysis• Content Reports • Advanced Segmentation • Analytics Intelligence • Internal Site Search • Event Tracking and Virtual Pageviews • Additional Customizations
    5. 5. Get the most out of your reportsGetting Started • Optimize keywords: Watch videos to learn how• Install tracking code: Install your tracking code to get the most value from your advertising and view reports within 24 hours. spend.• Set up goals: Identify what key actions you want • Tag campaigns: Track conversions on banner ads, to track, conversion rates for ads, marketing email marketing, and other marketing initiatives. initiatives, ecommerce or more. Set up goals to • Track Ecommerce: Link ecommerce performance measure your effectiveness. to keywords and marketing campaigns for details• Working with Report Data: Explore your data on ROI and more. and learn how to read basic reports. Exploring Advanced FeaturesInterpreting Reports: Pageviews, Visits, and Visitors; • Advanced Segmentation: Create and useTime Metrics; Traffic Sources; Content Reports custom segments to isolate and analyze specific parts of your traffic.Maximizing Online Advertising & Ecommerce • Custom Reporting: Use the drag-and-drop• Link to AdWords: Monitor your AdWords interface to create reports with the metrics and revenue, conversions, and ROI. Watch this dimensions you want. short video to learn how. • Flash Tracking: Simplified tracking for Adobe• Link AdSense Got an AdSense account to Flash, Flex and AS3 content. monetize your site? Link your AdSense and • Create customized email reports: Send regularly Google Analytics accounts to gain more insight scheduled reports to stakeholders within your into your AdSense performance. Find out which company. pages and referrers generate the most revenue, and optimize your sites performance using AdSense Reports.
    6. 6. How have we used GA results?
    7. 7. FSA CoP• Financial Security for All (FSA) Community of Practice (CoP)• Led by 10-15 Extension professionals• Develop resources; provide peer-reviewed Frequently Asked Questions and Featured Resources; answer Ask the Expert questions; and created online learning lessons – Lessons: Bankruptcy Education and Investing for Farm Families• Consumers a source of reliable and up-to-date financial and consumer information through a knowledge base of commonly asked questions that have science-based, peer reviewed answers.
    8. 8. How have we used GA results?• Shared with NIFA• Monthly CoP Meeting – Unusual activities – Top hits – Accessed Webinar recording – CoP annual report
    9. 9. E.g. #1 Month Pageviews Jan 1, 2007 - Jan 31, 2007 0 Feb 1, 2007 - Feb 28, 2007 0Content filtered by Mar 1, 2007 - Mar 31, 2007 Apr 1, 2007 - Apr 30, 2007 8 365“personal_finance” May 1, 2007 - May 31, 2007 Jun 1, 2007 - Jun 30, 2007 Jul 1, 2007 - Jul 31, 2007 1,509 948 1,387 Aug 1, 2007 - Aug 31, 2007 1,331 Sep 1, 2007 - Sep 30, 2007 993 Oct 1, 2007 - Oct 31, 2007 1,286 Nov 1, 2007 - Nov 30, 2007 1,406 Dec 1, 2007 - Dec 31, 2007 916 Jan 1, 2008 - Jan 31, 2008 1,030 Feb 1, 2008 - Feb 29, 2008 788 Mar 1, 2008 - Mar 31, 2008 741 Apr 1, 2008 - Apr 30, 2008 616 … Jan 1, 2009 - Jan 31, 2009 734 Feb 1, 2009 - Feb 28, 2009 767 Mar 1, 2009 - Mar 31, 2009 785 Apr 1, 2009 - Apr 30, 2009 30,348 May 1, 2009 - May 31, 2009 32,451 Jun 1, 2009 - Jun 30, 2009 32,060 Jul 1, 2009 - Jul 31, 2009 32,618 Aug 1, 2009 - Aug 31, 2009 30,837
    10. 10. Pre-April 2009• From Ben MacNeill (eXtension engineering group)That spike is directly related to when we startedcollecting GA data by category. Around April 11 weappended categories to the URL that Googlerecords so that we could then filter by categorywithin GA.Theres no way to get that information prior to April2009.
    11. 11. E.g. #2 Glossary Spike • 5,000 page views for January 31, 2012
    12. 12. Glossary Spike• For that day, 1,353 Pageviews from "cloquet.k12.mn.us" (Uniques: 167)
    13. 13. E.g. #3 AaE Question Escalation• (August, 2012) “Received a deluge of AaE question escalation reports this past month. Not sure why. Unfortunately, some questions were about resources in a certain county in the U.S., some wanted financial assistance from us, some were very poorly worded, and some were just plain venting about the economy or the government. I answered them the best that I could and closed out some that we couldnt work with.”
    14. 14. AaE Question Escalation• Not everything can be answered by GA
    15. 15. Where are the hits coming from?
    16. 16. eXtension - ALLHistorically FSA
    17. 17. eXtension stats: Applicable to FSA?• National Data from: Quantcast
    18. 18. • Visitors Flow, September 2012 FSA Visitor’s Tendency
    19. 19. • Browser & OS, September 2012 FSA Visitor’s Tendency
    20. 20. 04/2009-04/2009 Keywords 09/2012 1. 1. lost birth certificate 7,931 (not provided) 1,357 1.76% 18.93% 2. 2. what is fica on my paycheck 7,931 smart goals 85 1.76% 1.19% 3. 3. (not provided) 5,500 what is fica tax 42 1.22% 0.59% 4. 4. what is fica 2,847 rmd rules 39 0.63% 0.54% 5. 5. fica tax 2,463 investing for farm families 38 0.55% 0.53% 6. 6. what is fica on my payche what is debt 1,759 34 0.39% ck 0.47% 7. 7. whats fica on my payche fica exempt 1,695 30 0.38% ck 0.42% 8. 8. self proving affidavit 1,695 lost birth certificate 27 0.38% 0.38% 9. 9. self-proving affidavit 1,279 fica exemption 25 0.28% 0.35%10. 10. important household doc replace lost birth certificate 1,216 25 0.27% uments 0.35%
    21. 21. 04/2009-04/2009 Referral Traffic Source 1. 09/2012 google.com 3201. 12.46% google.com 7,643 8.12% 2. genxfinance.com 692. 2.69% genxfinance.com 5,692 6.05% 3.3. intranet 62 extension.iastate.edu 2,718 2.41% 2.89% 4.4. fcs.tamu.edu 61 njaes.rutgers.edu 2,111 2.38% 2.24% 5.5. njaes.rutgers.edu 58 fcs.tamu.edu 2,015 2.26% 2.14% 6.6. csrees.usda.gov 55 csrees.usda.gov 1,759 2.14% 1.87%7. 7. facebook.com 1,407 early-retirement.org 55 1.49% 2.14%8. 8. lifehacker.com 1,247 studentaid.rutgers.edu 55 1.32% 2.14%9. 9. about.extension.org 1,151 google.ca 53 1.22% 2.06%10 10 extension.unh.edu 1,151 4-h.org 52 . 1.22% . 2.02%
    22. 22. The Hits• Data from GA• Many readily available from FSA CoP efforts (e.g. tagging)• Scraping – Google Spreadsheet Doc (=insertHTML, =insert…) • Limitations: 50 per sheet, Excel VBA better but lack expertise – To obtain number of words and tagging for FAQs – Sample 150 out of 1,815 from FAQ list.• Excel and SAS for data cleaning and analyses
    23. 23. GA Metrics are Not Perfect• Sample – E.g. This report is based on 499,411 visits (6.28%)• Hits = Reading = Comprehension = behavior change? – Print one and make copies – Hit a page and stayed on that page while attending other oncoming matters• Cookies block
    24. 24. Overall Hits for “personal_finance”, 04/2009 – 04/2012 Unique Avg. Time • From top 25 “all time” pageviews: # Page Title Personal Finance – eXtension 49,211 Pageviews Pageviews on Page Entrances 34,521 0:00:52 25,0981 Investing for Your Future - eXtension Learning Lessons 25,735 20,387 0:01:33 18,6692 How can I replace a lost birth certificate? – eXtension 17,936 16,759 0:04:51 16,727 What is the FICA tax that is taken out of my paycheck? -3 eXtension 16,568 16,074 0:04:31 15,9154 Organize Your Important Papers - eXtension 16,297 13,655 0:02:36 12,366 Financial Security: Managing Money in Tough Times –5 eXtension 13,782 8,132 0:00:58 5,2836 Investing Unit 1: Building Blocks - eXtension 11,809 8,785 0:01:55 3,0717 Financial Security: Glossary - eXtension 11,347 2,037 0:00:31 6208 Teaching Children Coping Skills - eXtension 9,899 9,262 0:02:20 8,8339 Financial Security: Glossary - eXtension 9,613 1,082 0:00:36 700 Financial Security: Managing Money in Tough Times -10 eXtension 8,849 4,456 0:00:54 2,76911 Investing for Your Future - eXtension 8,674 6,684 0:01:45 6,20712 Investing for Your Future - eXtension Learning Lessons 8,244 6,111 0:01:45 5,45913 SMART Financial Goal-Setting - eXtension 8,180 4,520 0:01:39 4,153 Who is exempt from paying the FICA tax in the United14 States? - eXtension 7,703 6,541 0:03:24 6,525
    25. 25. Unique Avg. Time# Page Title Pageviews Pageviews on Page Entrances What is the Required Minimum Distribution (RMD) rule for tax-deferred retirement plans such as IRAs and 401(k)s? –15 eXtension 7,177 6,780 0:03:46 6,525 How long should you keep monthly utility bills such as gas, electricity, water, etc. for your home? I have heard a year, and that is what I am starting to do in a notebook with dividers for each month. Is there any point in keeping these16 records any longer? - eXtension 6,939 6,780 0:02:51 6,700 Financial Security: Managing Money in Tough Times - Overall Hits for17 eXtension Organize Your Important Household Papers: Print this 6,477 3,947 0:01:01 2,38718 Lesson - eXtension 6,095 4,854 0:03:32 4,106 “personal_finance” Even Frost-Free Outdoor Faucets Can Freeze, Break -19 eXtension News 6,032 5,729 0:03:14 5,72920 Investing for Your Future - eXtension Learning Lessons 5,968 4,981 0:01:35 4,663 Financial Security: Managing Money in Tough Times -21 eXtension 5,872 3,055 0:01:05 1,78222 Financial Security: Retirement Planning - eXtension 5,729 3,644 0:01:37 668 Whats the best peer-to-peer music download software? -23 eXtension 5,618 5,490 0:02:07 5,490 How long should you keep Explanation of Benefit statements from insurance companies, including Medicare?24 - eXtension 5,268 5,029 0:03:19 4,96525 What is a self-proving affidavit? - eXtension 5,061 4,774 0:02:50 4,726
    26. 26. Overall Flow• From top 25 all time pageviews: – 17 are pages • Pages could be curriculum, articles, monthly messages, glossary • Average time = 1:41 min • Tend to be simple. E.g. introduction pages – 8 are FAQs • Average time = 3:27 min • Higher complexity: Longer, comprehending questions and answers• “How can I replace a lost birth certificate?” Is #2
    27. 27. Results by Page Categories• Articles• Glossary Terms• FAQs
    28. 28. ResultFOR ARTICLES
    29. 29. Article Top Tags• 63: personal_finance_research_summaries,• 52: financial_security:_legal_topics,• 38: financial_security:_financial_planning_process_research,• 36: financial_security:_managing_money_in_tough_times,• 34: cop,• 32: financial_crisis,• 31: financial_security:_saving_and_investing_research,• 31: disasters,• 29: financial_security,• 26: financial_security:_consumer_credit,• 24: financial_security:_consumer_education_research,• 24: financial_crisis_and_individuals,
    30. 30. Average Google Average Page Title Date Published Search Views per Entrances WeekInvesting for Your Future 8-Jan2010 47.2025 319.949Financial Security: Managing Money in Tough Times 29-Jun2010 17.4177 192.076Organize Your Important Papers 19-Feb2007 84.6329 169.215Investing Unit 1: Building Blocks 15-Oct2009 5.02532 94.0127Teaching Children Coping Skills 10-Sep2008 56.4051 93.2405Financial Security: Glossary 14-Feb2007 1.86076 91.7848SMART Financial Goal-Setting 19-Feb2007 33.6582 89.5443Deciding Which Bills to Pay First 24-Jun2010 25.2658 87.6962Organize Your Important Household Papers: Print this 28-Sep2007Lesson 15.2532 72.6582 10- 2010Financial Security: Retirement Planning Mar 2.17722 61.3418Coping With Stress 10-Sep2008 24.4177 54.0253Household Filing System 31-Jan2008 24.8987 49.4684Investing for Farm Families 14-Oct2009 6.59494 47.1266Investing Unit 1: Wealth Protection 28-Jul2008 0.417722 45.2785
    31. 31. Average Google Average Page Title Date Published Search Views per Entrances WeekInvesting Unit 1: Wealth Protection 28-Jul2008 0.417722 45.2785Organize Your Important Household Papers: 5-Apr2009Introduction 5.46835 41.924Financial Security: Estate Planning 27-Jan2009 1.67089 41.6203Financial Security: Consumer Credit 2-Apr2011 2.17722 41.3671Sizing Up Your Financial Situation 24-Jun2010 2.5443 40.8861 10- 2006Financial Security for All Learning Lessons Nov 0.531646 40.8354Investing Unit 2: Investing Basics 12-Feb2009 0.367089 40.6582Financial Security for All Debtor Education 19-Apr2010 2.73239 40.2817Financial Security: Children and Money 11-Jan2011 2.05063 39.8101Dealing With Collection Agencies 8-Dec2009 22.2763 37.4737Accepting Your Feelings 25-Jun2010 17.4937 36.2532 11- 2009How Does a Credit Card Work? Nov 27.9494 34.7722
    32. 32. Log(Average Page Views per Week)Log(Average Hits/Week) (1) (2) (3) (4) Intercept 0.82517 1.585*** 1.358*** 1.523*** Log(Average Google Search 0.634*** 0.609*** Entrances) Age of Article (Days) -0.0006*** 0.0002* -0.0007*** 0.000193 Number of Tags 0.140*** -0.04098 Research Summary -0.685** -1.06331 Financial Planning Research -0.21013 -0.1752 Legal 0.35982 0.14268 Managing in Tough Times 1.790*** 0.82425Adj R^2 0.0443 0.509 0.1173 0.5788n(Read) 506 506 506 506n(Used) 485 433 485 433
    33. 33. ResultsFOR GLOSSARY TERMS
    34. 34. Top 13 Average Average Glossary Title Date PublishedGoogle Search Page Views Entrances per WeekPeriodic Expenses 15-Nov2006 9.43038 11.6582Bankruptcy 5-Apr2009 2.59494 5.86076Diversification 19-Feb2007 0.025317 3.5443Debt Limit (Debt-to-Income 15-Nov2006 2.5443 3.3038Ratio)Bond 3-Aug2007 0.164557 2.94937Durable Power of Attorney 20-Nov2007 0.189873 2.94937Net (“Take-Home”) Income 15-Nov2006 2.39241 2.94937Portfolio 15-Nov2006 0.835443 2.78481Annual Report 14-Nov2006 0.012658 2.65823Bear Market 14-Nov2006 0 2.51899Corporate Bonds 22-Feb2007 0.164557 2.50633Self-Proving Affidavit 17-Apr2007 1.49367 2.49367Commodities 22-Feb2007 0.012658 2.44304
    35. 35. #14-25 Average Average Glossary Title Date Published Google Search Page Views Entrances per WeekBull Market 14-Nov2006 0 2.41772Blue-Chip Stock 14-Nov2006 0 2.40506401(k) Plan 14-Nov2006 0.037975 2.40506Unused Credit 15-Nov2006 2.05063 2.40506Broker 14-Nov2006 0 2.36709Commission 15-Nov2006 0 2.3038Account Maintenance Fees 14-Nov2006 1.86076 2.26582Debt Balance 15-Nov2006 1.63291 2.08861Stock 29-Jul2010 0.037975 2.07595Growth Funds 15-Nov2006 0 2.05063Index Fund 15-Nov2006 0 2.05063Mutual Fund 15-Nov2006 0.0126582 2.01266 Google search one item leads to related items
    36. 36. Glossary: Log(Average Hits/Week) Variable (1) (2) Intercept 1.33 2.526*** Log(Average Google 0.625*** Search Entrances) Age of Article (Days) -0.002 -0.00126*** Number of Tags 0.047 0.03788 Adj R^2 0.0416 0.411 n(Read) 505 505 n(Used) 474 239
    37. 37. ResultsFOR FAQS: DATA INCOMPLETE
    38. 38. Implications• GA is very useful even for a non-profit organization like eXtension• SMART Goals – For conversion rate – Possible goals: Enrollment in the online courses • Bankruptcy, Investment for Farm Families, – Higher search rank (SEO)• Tagging – Messy: Not everyone tags, insonsistencies • financial_security:_consumer_credit vs. consumer_credit vs. consumercredit vs. credit – Important for evaluation• Factors that matter: Subject matter, Google search entry, number of tags (+)
    39. 39. Recommendations/Future Studies• Adequate data: If data were merged properly• … with improved Excel VBA skills for data scrapping• … and cleaned data• … which include having well-defined tags – Encourage improved tagging in CoPs• SMART goals for conversion rate. E.g. enrollment in courses• Google Optimizer for optimum eXtension.org design
    40. 40. Using Data from Google Analytics Fahzy Abdul-Rahman (NMSU) fahzy@nmsu.edu2012 eXtension Annual Conference October 3, 2012

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