Website AnalyticsIan ClysdaleCommunications Officer, CUPE Nationaliclysdale@cupe.caCanadian Association of Labour Media ConferenceSaturday May 26, 2012http://clysdale.ca/calm/website-analytics/
Why use analytics?• We want to know if we’re reaching people• We want to know who we’re reaching• We want to know what people are actually reading• We want to know how people are visiting our sites• Analytics give us free focus groups
What tools are people using?• Google Analytics• WordPress (JetPack)• What else?
Google Analytics (Intro) • For anybody who isn’t using any kind of analytics tools right now, Google Analytics is probably the best option. • It’s free, it’s incredibly powerful, and it’s easy to put in to almost any kind of site. • Go to http://analytics.google.com/ , and create an account. • For static web sites, there will be code you can paste in. • There are plug-ins for most modern content management systems – WordPress, Drupal, Joomla, etc.
Google Analytics(The Very Fine Manual)• Google provides a huge amount of free training material for Analytics, which is now easy to find.• From the main Analytics page, click the “Learn” tab at the top• There are guides – everything from a simple “Getting started” checklist to in-depth video guides covering everything I‟m going to be talking about today.• What they won‟t talk about, of course, is the kinds of information that we need to know as labour communicators.
Google Analytics (Your Dashboard)• Gives you quick graphs on a number of different things, if you‟re the kind of person who likes to look at things regularly• We‟ll explain what each of them is in slightly more detail in the next few slides• Once you know what things you want on this, you can swap them “Add widgets,” “move around”• You can also have several different dashboards
Google Analytics (The Basics)• For each of “Audience,” “Advertising,” “Traffic Sources,” “Content” and “Conversions”, there‟s an overview page that gives you the basics quickly.• Audience: How many, where are they from, how are they looking at the site?• Traffic Sources: How are people finding your site? What search terms are they searching on to end up at your site? What sites are linking to you that you might want to know about?
Google Analytics (The Basics)• Content: What pages on your site are people visiting?• Goals: For major campaigns where you want people to take an action, you can measure how much success you‟re having with it.
Google Analytics (In-Page)• This is an incredible way to see how people navigate your site.• Start on any page, and see what percentage of people went from that page to all of the other available options.• Need to cut out menu options? See which ones are useful to people.
Google Analytics (Email reports)• For any report, you can click on the “Email” link at the top to have it emailed to you (or someone else in the organization) at some level of frequency.• You can customize a dashtop and have that sent out, combining different kinds of reports• This can be where having several different dashtops can be very useful
Google Analytics (Annotations)• Annotations let you leave yourself little notes, so that when you‟re looking back later and want to understand what happened, it‟s easy.• From any timeline graph, click the down arrow under it, and create new annotation
Google Analytics (Real-Time)• Click “Home” at the top, then “Real-Time”• You can actually see who is visiting your site and what they‟re looking at in real time• How can we use this information? When might we want to do this?
Google Analytics (Custom Variables)• Google Analytics is incredibly powerful in that it lets you attach your own custom variables to each page, and then sort based on them.• We are planning to move to a new cupe.ca and get a rid of a lot of our old content, so we attached „date created‟ and „date modified‟ fields to all our pages• We can now see what old content is still getting used, which will help us easily only move old content that is still being useful• What other ideas do people have for custom variables we might want to use?
What else can we analyze?• Sold on the idea that analytics can help us sharpen our messages and produce better and more compelling content?• We can do analytics for most other online tools: • Facebook • YouTube • Campaign email • Twitter?
Facebook Insights• Insights are only available for pages – not for groups, and not for individual users• If you‟re logged in, there will be a link at the top of your page• Insights let you know, for everything posted to your page, how many people actually saw it• It also lets you see how many times it was shared, liked, etc in one place
YouTube Insights• For YouTube videos, you can also see demographics, where videos were shared, views over time, comments and likes all in one place• One of the most useful features of YouTube Insights is the “audience retention” option – which answers the difficult question of “is my online video too long?”
How do we analyze Twitter?• Twitter has been promising an analytics tool of some kind for many years at this point• To a certain degree, the hole is being filled by klout.com – but there are all sorts of questions about how useful those calculations are.• There are a bunch of other tools that do some of what we might want for Twitter analytics: http://twittertoolsbook.com/10-awesome-twitter-analytics- visualization-tools/ is a list from a few weeks ago.• Basically, though, we‟re still guessing at how many people actually really read our tweets, unlike with Facebook insights
Analyzing campaign email• Modern campaign email tools let us do this with our campaign email as well• The big three players are MailChimp, MadMimi and Constant Contact • Who is using these? What are your experiences?• What can we measure: • How many of our messages were opened? • How many click-throughs did we get? • Where are the people who are reading our messages?
Campaign email: Split A|B Testing• One of the most powerful things that we can do with measurements on campaign email is split testing: • Write two different versions of a message, or two subject lines • Send each of the two versions to about 10% of your list, and see which gets more opens or clickthroughs • Send the more successful version to the remaining 80%• It’s possible to use real-time analytics to do this with really critical web content as well.
Questions• What have we not talked about that you‟ve learned the hard way?• What are the smart ways that we as labour communicators can be using these tools?