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Google A

  1. 1. Introduction to Google Analytics<br />Computers in Libraries 2011<br />Jeff Wisniewski<br />University of Pittsburgh<br />Darlene Fichter<br />University of Saskatchewan<br />GA team’s cake<br />
  2. 2. By the end of this session<br />Have an analytics account<br />Have tracking code to add to your site<br />Understand basic web metrics<br />Understand the GA dashboard and other reports<br />Create goals and funnels<br />Create custom reports to track mobile and social media<br />Learn how to export, mail and schedule reports<br />
  3. 3. Poll<br />Write down two specific things about your website you hope GA will help you to better understand/answer<br />
  4. 4. Introductions<br />
  5. 5. Housekeeping<br />
  6. 6. Mandatory Wikipedia Definition<br />Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage<br />
  7. 7. Reasons to measure?<br />Usability<br />Resource<br />Institutional<br />Other?<br />
  8. 8. We can learn…<br />Who is coming to our site<br />What they’re doing<br />How long they stay<br />The systems they’re using to access our site<br />If they’re able to complete tasks<br />How they find us<br />
  9. 9. Two flavors<br />Log file analysis<br />Page tagging<br />
  10. 10. Log files…<br />Are big<br />Take a long time to ingest<br />Take a lot of computing power to process<br />Take up space<br />Require that you be able to access them<br />
  11. 11. Poll<br />Do you have experience with another analytics tool? Which? Pros and cons?<br />Photo by mcw026 cc some rights reserved<br />
  12. 12. Why GA?<br />FREE<br />Industry standard<br />Lots of folks use it<br />Easy to use<br />Web based<br />Visual<br />FREE<br />
  13. 13. Google account<br />If you do not have a Google account please register for one now<br /><br />
  14. 14. Getting Started<br />Google account<br />Website<br />Access to website code<br />
  15. 15. GA Account<br />Log into <br /><br />Let’s GO!<br />
  16. 16.
  17. 17. General Info<br />Site URL<br />Account name<br />Time zone info<br />
  18. 18.
  19. 19. Contact info<br />
  20. 20.
  21. 21. EULA<br />(Please take two hours and carefully review the end user license agreement before clicking through)<br />
  22. 22. Add tracking<br />
  23. 23.
  24. 24. * TIP<br />The tracking code can be “included” as part of your page template<br />Photo by BigTallGuy cc some rights reserved<br />
  25. 25. *TIP<br />Create TWO profiles for your site, one the “master” profile and the second the “working” profile<br />Photo by Stéfan, Some rights reserved<br />
  26. 26.
  27. 27. *TIP<br />You can create multiple profiles for the same site, for example different subsections, to speed reporting<br />Photo by merwing✿little dear, some rights reserved<br />
  28. 28. The GA interface<br />
  29. 29. Menu translation<br />
  30. 30.
  31. 31. The Dashboard<br />Provides an overview of site activity<br />Many of the metrics here appear elsewhere in GA as well<br />
  32. 32. Key metrics<br />
  33. 33.
  34. 34.
  35. 35.
  36. 36.
  37. 37.
  38. 38. Dashboard<br />LIVE!<br />
  39. 39. TIP!<br />You can customize the dashboard…just click <br /> to add a panel or click the “X” in the right hand corner to remove from dashboard<br />
  40. 40. Intelligence<br />Alerts<br />Can be applied to most any event/metric<br />Email and/or txt message<br />
  41. 41.
  42. 42. *TIP<br />When you first begin collecting data, or change/add, set an alert for verification that it’s working as expected<br />
  43. 43. Visitors<br />Some Visitors section info repeated in Dashboard<br />Benchmarking?<br />
  44. 44. *TIP<br />New vs. returning, unique visitors, visitor loyalty all rely on cookie data. Caveats:<br />Browser specific<br />They expire<br />They can be blocked or deleted<br />Public computers <br />
  45. 45. Rule of thumb<br />TRENDS in the data are more important than the numbers themselves<br />
  46. 46. Visitors<br />Photo reserved by Scott ClarkSome rights<br />
  47. 47.
  48. 48. Visitors<br />Visitor technical information<br />OS<br />Browser<br />Screen color & resolution<br />Flash<br />Java<br />Network properties<br />Connection speed<br />Mobile<br />
  49. 49. Visitors: Browser<br />
  50. 50. Visitors: Mobile<br />
  51. 51. Benchmarking?<br />
  52. 52. Visitors<br />LIVE!<br />
  53. 53. *TIP<br />Google analytics can also track mobile APP (android and iOS) usage:<br /><br />
  54. 54. Traffic Sources<br />An overview of the different sources that send traffic to your site<br />Direct<br />Referring<br />Search engines<br />Photo by lambchopsSome rights reserved<br />
  55. 55. Traffic Sources<br />Direct<br />Access via a bookmark or type in URL directly<br />Referring<br />Click to your site from another site<br />Search engines<br />Click to your site from search engine results<br />
  56. 56. Traffic Sources <br />Keywords:<br /> Terms used to “find” your site via search engines<br />
  57. 57.
  58. 58. Traffic Sources: Referrers<br />
  59. 59. *TIP<br />Most tables in GA can be searched to find a specific entry<br />
  60. 60. Traffic Sources<br />Live<br />
  61. 61. Content<br />
  62. 62. Content: Top Content<br />
  63. 63.
  64. 64. Content: In page analytics<br />
  65. 65. Content<br />LIVE<br />
  66. 66. Goals<br />A “goal” is the page which a visitor reaches once they have completed a desired action, such as a registration or download.<br />A “funnel” is the pages they need to visit on the way to a goal.<br />EXAMPLE: Library legislative history course sign up<br />
  67. 67. Goals: Setting up goals and funnels<br />Name the goal something intuitive. In this example it might be “Class Registration”<br />Choose whether or you want the goal to be active (on) now<br />Choose a type of goal. Most library scenario goals will probably fall under the “URL Destination” type, meaning the goal is to get the user to a specific place, in this case the “thank you for registering” page.<br />Enter the URL for this goal page<br />Under “Goal Funnel” click yes<br />On the following page add the URL(s) of the page(s) along the path a user would take to get from the homepage all the way through to the thank you page. <br />
  68. 68. Goals<br />
  69. 69. Goals<br />
  70. 70. *TIP<br />Exact match has to be EXACTLY the same as the URL….even leading or trailing spaces will cause it to fail<br />
  71. 71. Goals<br />
  72. 72. Exercise<br />Visit your library website. Fully define two (or more!) goals.<br />GOAL NAME<br />GOAL URL<br />FUNNEL<br />Photo by photofarmer<br />Some rights reserved<br />
  73. 73. Advanced segments<br />Let you group certain types of visits together<br />User defined<br />
  74. 74. Advanced Segments<br />
  75. 75. Advanced Segments Examples<br />iPad users visiting your events calendar<br />How much traffic is coming from Facebook? Twitter? Both?<br />How many site visitors connect using dialup?<br />
  76. 76. Advanced Segments Notes<br />In some cases GA will suggest variables (operating system for ex.)<br />Advanced segments take AND & OR statements<br />
  77. 77. Advanced segment: Mobile<br />To see all mobile traffic aggregated:<br />Click on the Advanced Segments > Create a new custom segment<br />Under Dimensions click on Visitors<br />Drag the green Mobile rectangle into the dimension or metrics box.<br />Make sure the Condition equals “Matches Exactly” and the Value equals Yes<br />Name the segment and save<br />
  78. 78. Advanced segment: Specific mobile<br />To see data for one or more specific mobile platforms:<br />Click on the Advanced Segments > Create a new custom segment<br />Under Dimensions go to Systems > Operating Systems<br />Drag the green Operating Systems rectangle into the dimension or metrics box.<br />Make sure the Condition equals Matches Exactly<br />Choose a mobile OS from the dropdown<br />Name the segment and save<br />
  79. 79.
  80. 80. Advanced segment: Social media<br />Go to Advanced Segments > Create New Custom Segment<br />Choose Dimensions>Traffic Source>Source and drag to the main panel<br />Under matches choose Matches regular expression and enter something like this (including the pipes):<br />||delicious|linkedin|(Customize for the specific sources you’d like to track)<br />Name the segment and save<br />
  81. 81. *TIP<br />Each social media source can also have it’s own segment so that you can track individually<br />
  82. 82. Advanced segments<br />LIVE<br />
  83. 83. Useful: Date comparisons<br />Photo by TheBusyBrainSome rights reserved<br />
  84. 84. Comparisons<br />Choose first date range<br />Click “compare to past”<br />Choose second date range<br />Apply<br />
  85. 85.
  86. 86. Useful: Tracking outbound links<br />Many links on library sites are to third-party destinations <br />Catalog<br />Ejournals and databases<br />Other sites<br />Cannot, by default, track click activity on outgoing links<br />
  87. 87. Useful: Tracking outbound links<br />Insert some code into the <head> of the page(s) on which you want to track outbound links to delay the link by a fraction of a second to give the page tracking code time to load. Google has a script for this:<br />Tag the specific link(s) you want to track so that the activity will be recorded in GA using a javascriptonClick statement. <br />Wait 24-48 hours to give GA a chance to collect some data then:<br />IN GA go to Content > Event Tracking > Categories. There should now be a category there called “outbound links”, and within the category, data for each link. <br />
  88. 88. Useful: Tracking outbound links<br />Insert some code into the <head> of the page(s) on which you want to track outbound links:<br /><script type="text/javascript"><br /> function recordOutboundLink(link, category, action) {<br /> _gat._getTrackerByName()._trackEvent(category, action);<br />setTimeout('document.location = "' + link.href + '"', 100);<br /> }<br /></script><br />
  89. 89. Useful: Tracking outbound links<br />Tag the specific link(s) you want to track so that the activity will be recorded in GA using a javascriptonClick statement:<br />your link<br /> <a href="" onClick="recordOutboundLink(this, 'Outbound Links', '');return false;"><br />the category the link label<br />
  90. 90. Reporting<br />Analytics allows you to export any of your reports into:<br />PDF - portable document format. You'll need the free Adobe Reader software in order to view this file.<br />XML - extensible markup language.<br />Excel - Microsoft Excel-formatted spreadsheet.<br />TSV - tab separated values. This format can be read in most spreadsheet applications or text editors.<br />
  91. 91. *TIP<br />Analytics will export the report with the settings currently showing on your screen, so make sure that your date range and other settings are as you would like them<br />
  92. 92. Reporting<br />To export a report:<br />Navigate to the report you'd like to export. <br />Click Export, below the report title.<br />Select one of the four export format options<br />Your file will be generated automatically.<br />
  93. 93. Emailing<br />Reports can be emailed immediately or scheduled<br />Like exporting, you need to be viewing the exact report you want to email<br />Note that scheduled reports send data based on the previous day, week, month, or quarter<br />
  94. 94.
  95. 95.
  96. 96. Questions?<br />After the session contact us at:<br />Jeff Wisniewski<br /><br />Darlene Fichter <br />darlene.fichter AT<br />
  97. 97. Thank you<br />
  98. 98. Resources<br />Google Analytics Help:<br />Google Code (Technical Documentation):<br />Google Analytics Blog:<br />Official Discussion Groups:<br />