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Google Analytics Client Workshop How to use Google Analytics to improve your web site and online marketing John Duffy Marketing Director, Nemisys john@nemisys.uk.com 01189 122226
Google Analytics - Agenda Introductions What is analytics? Page tagging vs log files Basics User & administrator set up The dashboard Working with dates Spark lines Different views for different news Visitors Map overlay Landing pages & bounce rates Site search Traffic sources Clever functionality Report distribution Google Analytics help & support The really useful part Segmentation Within reports Working with profiles Some useful profiles Working with filters Some useful filters Working with advanced segments Some useful advanced segments Choice: profiles vs advanced segments Truly measuring performance Goals Funnels Campaign measurement Reporting Pulling it all together in to a report Homework Action plan Further reading
Nemisys Client Workshops ,[object Object]
Workshops run either in-house or open access where we take up to 6 clients a day
The purpose is simple – if your web site works better for you, you may win more budget to further develop it. We also want choosing to work with Nemisys to be a “career-enhancing” decision! ,[object Object]
Or email john@nemisys.uk.com,[object Object]
Aims for today Learn the usefulness and limitations of analytics Learn your way around Google Analytics Learn how to set up and interpret reports and profiles Define online goals for your day to day activities Start to measure the effectiveness of your (online) marketing Build a “better” structure for your monthly reports Show you how to save money online shopping
Over to you ,[object Object]
How do you use your web site?,[object Object]
Correct answer ,[object Object],[object Object]
Measuring other promotional activity
Setting and progressing towards goals
And ideally, making sure you plan in at specification stage how what success looks like,[object Object]
Analytics ‘history’ – log files
Log file report - Urchin
Analytics tools – page tagging
Urchin vs Google Analytics ,[object Object]
Not worth getting in to too much detail, but plenty you can read
BUT, if you insist on comparing old with new:
Work out a conversion factor in parallel sets of data and use that going forward (but be warned, it’s messy),[object Object]
Level 2 – bend the reports to better understand your web site
Level 3 – bend your tagging to (eg) record on-page activities, Flash activity, ecommerce activity
Remember - You have both – Urchin and Google Analytics,[object Object]
So let’s dive in ,[object Object],Not got a Google Account yet? ,[object Object]
Use your work email addressOr for today, if you do not have access to your work email address, use an email address you can access, then change it later – I’ll show you how
Help & support
Get stuck in, explore ,[object Object]
Explore the reports – there are new reports added all the time
I’d guestimate that there have been 20 fundamental improvements in the last 2 years, so do get used to using the online help to remind and steer you – I DO!,[object Object]
GA support - http://google.com/support/googleanalytics
GA blog - http://analytics.blogspot.com/
Webmaster tools - http://googlewebmastercentral.blogspot.com/
My blog, analytics posts & tips - http://www.nemisys.uk.com/blogs/nemisys/Default.asp?keyword=analytics,[object Object]
Basics 2 – dashboard Shows “most useful” reports – that’s subjective! Add up to 12 reports Reorder and delete reports
Essential concepts - averages ,[object Object]
EXCEPT within tightly defined segments or for specific pages
BAD – bounce rate across a whole site
GOOD – bounce rate for a specific page,[object Object]
Exercise – date ranges ,[object Object]
View 1 week
Compare March and February
Align start/end days when comparing date ranges,[object Object],[object Object]
Exercise – spark lines ,[object Object],[object Object]
Basics 7 – report distribution Report distribution Top link to set up an email Left link to see all of the emails you’ve set up across the whole site
Exercise – report distribution ,[object Object]
Set up some scheduled reports for your site to your colleagues,[object Object]
Dimensions – attributes that the basic action create, like time on site, new vs returning visitors and keywords used to reach you
That’s much easier with an exampleTop content & bounce rate
Visitors – sessions & uniques Sessions Unique visitors
Visitors - new & returning Absolute numbers are OK But differences between segments are much more interesting Bounce rates Conversions Revenues
Map overlay Zoom from country to city level Use for targeting cost per click adverts Measure goals by campaign and geography?
Exercise – map overlay ,[object Object]
Overseas offices?
Overseas sales drives?
UK-only traffic
City-specific traffic?
Landing pages per city maybe for local events?,[object Object]
Landing pages and source Drill in to individual landing pages to see where the visitors came from
Homework – landing pages ,[object Object],High volume of entrants (so you don’t spend effort with insignificant rewards) Significant bounce rate ,[object Object],[object Object]
Homework ,[object Object]
Identify problem areas on your site
Identify the language your visitors use to check you’re “jargon free”,[object Object]
Profiles ,[object Object]
Useful profiles might be:Subdomains Microsites Site sections UK visitors Paid search visitors ,[object Object],[object Object]
Filters and profiles ,[object Object]
They cut out the “noise” created by visitors who you aren’t interested in for the specific piece of functionality you are looking at
Examples of useful filters:,[object Object]
Then apply filters,[object Object]
Filter – new visitors only Here, I just want new visitors as I already know I can “convert” returning visitors
Filter – exclude other domains Because anyone can add your tag to their site, you might want to set up a filter that excludes all traffic from other sites This actually happened to Nemisys - a developer in India ripped our site and rebadged it for a client. The other site showed up in our numbers until a polite email suggesting they shouldn’t pay their developer found its way to them ... 
Filter – visitors from organic search If you’re focussing on SEO, this is a useful profile to help measure your progress Remember – search rankings are old hat. This lets you monitor true success – visitors who convert
Filter – exclude your staff If you know your IP company address(es), you can exclude traffic from staff Or flip the logic on its head and look at only traffic from staff if that’s useful to you
Filter – UK visitors Useful if overseas visitors really are irrelevant to you

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Google analytics-workshop-open-access-workshop-august-2010-slideshare

  • 1. Google Analytics Client Workshop How to use Google Analytics to improve your web site and online marketing John Duffy Marketing Director, Nemisys john@nemisys.uk.com 01189 122226
  • 2. Google Analytics - Agenda Introductions What is analytics? Page tagging vs log files Basics User & administrator set up The dashboard Working with dates Spark lines Different views for different news Visitors Map overlay Landing pages & bounce rates Site search Traffic sources Clever functionality Report distribution Google Analytics help & support The really useful part Segmentation Within reports Working with profiles Some useful profiles Working with filters Some useful filters Working with advanced segments Some useful advanced segments Choice: profiles vs advanced segments Truly measuring performance Goals Funnels Campaign measurement Reporting Pulling it all together in to a report Homework Action plan Further reading
  • 3.
  • 4. Workshops run either in-house or open access where we take up to 6 clients a day
  • 5.
  • 6.
  • 7. Aims for today Learn the usefulness and limitations of analytics Learn your way around Google Analytics Learn how to set up and interpret reports and profiles Define online goals for your day to day activities Start to measure the effectiveness of your (online) marketing Build a “better” structure for your monthly reports Show you how to save money online shopping
  • 8.
  • 9.
  • 10.
  • 12. Setting and progressing towards goals
  • 13.
  • 15. Log file report - Urchin
  • 16. Analytics tools – page tagging
  • 17.
  • 18. Not worth getting in to too much detail, but plenty you can read
  • 19. BUT, if you insist on comparing old with new:
  • 20.
  • 21. Level 2 – bend the reports to better understand your web site
  • 22. Level 3 – bend your tagging to (eg) record on-page activities, Flash activity, ecommerce activity
  • 23.
  • 24.
  • 25. Use your work email addressOr for today, if you do not have access to your work email address, use an email address you can access, then change it later – I’ll show you how
  • 27.
  • 28. Explore the reports – there are new reports added all the time
  • 29.
  • 30. GA support - http://google.com/support/googleanalytics
  • 31. GA blog - http://analytics.blogspot.com/
  • 32. Webmaster tools - http://googlewebmastercentral.blogspot.com/
  • 33.
  • 34. Basics 2 – dashboard Shows “most useful” reports – that’s subjective! Add up to 12 reports Reorder and delete reports
  • 35.
  • 36. EXCEPT within tightly defined segments or for specific pages
  • 37. BAD – bounce rate across a whole site
  • 38.
  • 39.
  • 41. Compare March and February
  • 42.
  • 43.
  • 44. Basics 7 – report distribution Report distribution Top link to set up an email Left link to see all of the emails you’ve set up across the whole site
  • 45.
  • 46.
  • 47. Dimensions – attributes that the basic action create, like time on site, new vs returning visitors and keywords used to reach you
  • 48. That’s much easier with an exampleTop content & bounce rate
  • 49. Visitors – sessions & uniques Sessions Unique visitors
  • 50. Visitors - new & returning Absolute numbers are OK But differences between segments are much more interesting Bounce rates Conversions Revenues
  • 51. Map overlay Zoom from country to city level Use for targeting cost per click adverts Measure goals by campaign and geography?
  • 52.
  • 57.
  • 58. Landing pages and source Drill in to individual landing pages to see where the visitors came from
  • 59.
  • 60.
  • 61. Identify problem areas on your site
  • 62.
  • 63.
  • 64.
  • 65.
  • 66. They cut out the “noise” created by visitors who you aren’t interested in for the specific piece of functionality you are looking at
  • 67.
  • 68.
  • 69. Filter – new visitors only Here, I just want new visitors as I already know I can “convert” returning visitors
  • 70. Filter – exclude other domains Because anyone can add your tag to their site, you might want to set up a filter that excludes all traffic from other sites This actually happened to Nemisys - a developer in India ripped our site and rebadged it for a client. The other site showed up in our numbers until a polite email suggesting they shouldn’t pay their developer found its way to them ... 
  • 71. Filter – visitors from organic search If you’re focussing on SEO, this is a useful profile to help measure your progress Remember – search rankings are old hat. This lets you monitor true success – visitors who convert
  • 72. Filter – exclude your staff If you know your IP company address(es), you can exclude traffic from staff Or flip the logic on its head and look at only traffic from staff if that’s useful to you
  • 73. Filter – UK visitors Useful if overseas visitors really are irrelevant to you
  • 74.
  • 75.
  • 77.
  • 78.
  • 79.
  • 80.
  • 81. After goals – segmentation Level 1 – within reports Level 2 – profiles Level 3 – advanced segments
  • 82.
  • 83.
  • 84. Beta service – advanced segments
  • 86.
  • 87. Unlike profiles, can look backwards
  • 88. But don’t be tempted to use INSTEAD of profiles
  • 90.
  • 93.
  • 94. But can also measure your other marketing activity, such as:Banner adverts Exchanged/paid links Click-throughs from email Click-throughs from other documents
  • 95.
  • 96.
  • 97.
  • 98. Use MS Excel to bring together most important numbers
  • 99. Over a series of months and years
  • 100.
  • 101.
  • 102. Helpful if you have lots of time to devote to analytics, highly entertaining - http://www.kaushik.net/avinash/
  • 103. My blog (analytics tag) - http://www.nemisys.uk.com/blogs/nemisys/Default.asp?keyword=analyticsOnline help How to videos - http://youtube.com/googleanalytics GA support - http://google.com/support/googleanalytics GA blog - http://analytics.blogspot.com/ Webmaster tools - http://googlewebmastercentral.blogspot.com/

Editor's Notes

  1. A bit about John: “Traditional” marketing since 1989 With the addition of online marketing since 1997 Both hands on and marketing management/strategic roles, progress from Marketing Assistant to PLC Marketing DirectorSpecialises in: Working out how to deliver your objectives (business, communications, revenue, support) when people visit your web site (interpreting briefs, functional specifications, analytics) Associated campaigns to attract those visitors (email, social networks, advertising, seo, sem, pr)Most often heard saying: Why? What do you really mean? Let’s work out how to do that online
  2. For Google Analytics, we are happy to take all comers For search engine optimisation, the workshop is really designed for people running a Nemisys content management system, as we focus on how to get the most out of your system rather than too much theory Look out for other workshops on such as social networks, use of photography and video, copy writing for the web
  3. Take a look at the “My account” page in your Google Account Previous delegates have been amazed to see that Google knows they have searched on “ice dancing”, “valentines day teddy bears” and “the meaning of itchy palms”! Of course, they all claimed they lend their account log in to colleagues ...  It’s a personal thing, but I’d make sure your “web history” is turned off in your Google account!
  4. You can buy the Analytics ninja tee from http://www.cafepress.co.uk/AnalyticsNinja.357081239 Today will be very practical & hands on rather than a load of theory that you might not get around to doing when you get back to the office With your say-so, I’d like to produce a short action list for each of you to take awayDo you have any specific aims we should add to the agenda?
  5. More to the point – do you know why 10 becomes 11 becomes 12 And if you don’t know, how can you manage the growth from 12 to 13, 14 and so on?
  6. When you talk to your account manager about new functionality, make sure you talk to him about what elements should be measured as goals
  7. Shows just a few minutes of activity on a fairly quiet site – for our busy sites each day’s log file will have tens of thousands of lines Actually, it’s not really history, in that you also have Urchin available to you to analyse your log files in tandem with Google analytics Just visit http://www.yourdomain.com:10000 to access your Urchin account
  8. The second (smaller) image shows that on 30th January at 1.29 am someone requested to see the home page of the web site that lives on this web server at this IP address This is the IP address of the person requesting the page, and they are using MS Internet Explorer 7 on Windows NT They came from a link on the Autism Society Canada site, and the request for the home page was successful
  9. You can spot the home page (default.asp) referenced in the log file we just looked at As a Nemisys client, you have access to these reports So why are we moving people towards Google Analytics?
  10. A visitor requests your web pageThat web page contains a snippet of code that the visitor’s web browser runsThat code runs off and picks up some information from Google’s serverWhile it’s picking up that information, it also leaves behind a load of other information about the visitorAnd then Google Analytics crunches through all of this information overnight to produce your reportsNote that this means that when you do things like set up profiles and goals, which we’ll do later, you need to come back to check that you’ve set them up correctly.
  11. Further reading on comparisons: http://en.wikipedia.org/wiki/Web_analytics http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55536
  12. Most importantly, Google Analytics gives you a better insight in to how different segments your visitors behave differently If you want to understand how spiders (Googlebot etc) use your site, you still need to look at your Urchin reports Explain key differences between Google Analytics vs the high ticket price systems
  13. Day 1 – saved the computer I was looking for in my basketFew days later – receive email with an offer on that computer
  14. YouTube videos of popular tasks Forums and article in GA help pop-up Context sensitive help on figures in table headers Content sensitive description of report on left hand side
  15. Click analytics set up, top leftThen user managerAdd user’s Google Account email, then decide whether to give access to reports only (per profile) or make an administratorRemember to remove access if someone leaves the organisation Choose you administrators carefully – they have the power to delete all historic reports!
  16. We advise that you come back to the dashboard after the workshop and add/delete reports as you see fit
  17. Practical exercises Play with date ranges, try changing them Compare ranges Note the importance of matching days when you compare dates Discuss monthly vs 4 weekly reporting options Spark lines – all part of discoverability
  18. Note the importance of matching days when you compare dates Discuss monthly vs 4 weekly reporting options Spark lines – all part of discoverability
  19. “Discoverability” concept Google aims to be easier to use than other analytics tools, so it provides ways of drilling in to reports through overview pages But don’t be fooled – your goals will still be you most important metrics!
  20. Most useful are “compare to site average” and bar charts.
  21. You can export the report you are looking at to PDF or Excel immediately Or set up regular email distribution lists for your reports This is less useful than you’d think, but I’ve found a few decent uses Sending your referrer list to a PR agency so they can keep an eye on click-throughs and spot online coverage Sending your referrer list to external placing recruitment adverts so they can evaluate the value of the sites where they place adverts
  22. Ideas for useful reports: Referrers Campaign metrics
  23. Look at these example to show the power of working in segments: New vs returning, show bounce rates (& conversion rates if you have goals already set up) Goal conversions, add bounce rate Referrers – again, bounce rates
  24. All “must have” figures, but not where the real value of analytics lies
  25. How could geography be useful for you? Overseas offices? Overseas sales drives? UK-only traffic City=specific traffic?
  26. The 3 values highlighted on the right have very different values – why might this be?
  27. Use to identify problem pages Concentrate your efforts on high volume pages
  28. Landing pages Successful keywords Track to conversions once goals set up
  29. CPC traffic New visitors Return visitors United Kingdom visitors Traffic from a specific marketing campaign From a specific referrer Non-employee traffic
  30. If not “best”, at least it’s “my” approach!
  31. Look at: UK visitors Paid visitors
  32. Note that even if you don’t want to spend time tracking all of your marketing activity, it’s worthwhile to tag your links within documents and emails, as that’s how you can reduce your number of “direct” visitors, just in case you are tempted to think that “direct” means people with favourites or having typed the URL straight in to their browser.
  33. I only ever respond to “money off your next shop” emails from Tesco. Every now and then they try to tempt me with a different type of offer like free delivery, but I always ignore these.I think I’ve just about trained Tesco to send me money off vouchers – with others it can be a bit more hit & miss.