Google Analytics Intro (SVCC 2010)

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  • STARTUnderstanding and OptimizingSLIDE PROGRESSIONUnderstanding the results of your marketing efforts across all mediumsOptimizing your website to capture and convert those visitorsRinse & repeat = in other words once you made changes to your site, marketing or SoMe campaign, etc based on your analytics you need to go back, understand what’s happening now as the parameters have changed and optimize again. It’s a constant cycle of improvement.For example how many of you have been using eBay for more then a year? How many changes have you noticed? In the last year? FYI this site is constantly evolving and adapting based on analytics.
  • STARTHow about a REAL example?SLIDE PROGRESSIONBy using a site overlay functionality you can see what visitors are clicking on each page Here the link MPThree Consulting went back to my home page… I changed it to my contact us page and will continue monitoring this item
  • STARTStill using show of handsSLIDE PROGRESSIONThis is pivotal part of the process, without it you will get lost in the data. Voicing these will guide through to the correct answers.What are the goals for your site?Get more leadsIncrease salesIncrease downloadsIncrease usage of FAQ/helpLet’s get some feedback.What do you want your visitors to do on your site?Are there any other goals besides these?Without a goal Web Analytics is just a huge collection of data
  • STARTSimple example of an eCommerce site selling a product. A site with a service would be similar, with a shorter path.How we tend to envision things working on our sitesSLIDE PROGRESSIONShopping Cart + ArrowShipping information + ArrowPayment information + ArrowThank you for shopping with us100% conversion
  • NEXT IS SPECIAL
  • Google Analytics Intro (SVCC 2010)

    1. 1. Web Analytics<br />Presented by Massimo Paolini<br />MPThree Consulting Inc.<br />www.mpaolini.com<br />408-256-0673<br />
    2. 2. Web Analytics is aboutIncreasing Revenue<br />
    3. 3. What We’ll Cover<br />What is Web Analytics<br />What can I do with WA<br />What will you get from WA<br />How do I install GA<br />Accounts & profiles<br />How do I configure GA<br />What are goals and how do I configure them<br />What basic reports can I use with GA<br />How do I configure the reports<br />Q & A<br />
    4. 4. What is Web Analytics<br />“Web Analytics is the measurement, collection, analysis and reporting of internet data for the purpose of understanding and optimizing Web usage.”<br /><ul><li>As defined by the Directors, Co-chairs and Advisory Board of the Web Analytics Association, August 2005.
    5. 5. Note remove Omniture and Webtrends and move animation to to GA</li></ul>optimizing<br />understanding<br />
    6. 6. Understanding and Optimizing`<br />Understanding the results of your marketing efforts across all mediums<br />And then…<br />Optimizing your website to capture and convert those visitors<br />Rinse & repeat<br />
    7. 7. What will you get from Web Analytics?<br />You will know exactly where your clients are coming from.<br />How much time/money it costs you to find them.<br />How satisfied they are with the course you mapped for them.<br />Where you are losing your customers.<br />Where to focus your time.<br />Analytics allow you to spend less time making more money.<br />
    8. 8.
    9. 9. What will you get from Web Analytics<br />
    10. 10. What is Web Analytics<br />What can I do with WA<br />What will you get from WA<br />Next:How do I install WA<br />
    11. 11. The setup and creation of a Google Analytics account is very easy, free and allows you to receive data that you can use  towards understanding your website traffic.<br />1   Begin by going to the free sign-up page at:<br />http://www.google.com/anal<br />ytics/sign_up.html<br />NOTE:  If you already have an AdWords account you should open a GA account from there.  This allows  campaigns to automatically be tracked and cost & impression data imported.<br />http://www.google.com/analytics/sign_up.html<br />1<br />Creating a Google Analytics Account<br />
    12. 12. 1. When creating a stand alone account the only difference is it's limited to:<br />   5M page views per month<br />   3K visitors per month<br />Other than this they are both exactly the same.<br />You may use any individual email address when signing up. <br />This demo will use a Gmail account creating a standalone GA account.<br />  2. Existing Google email<br />  3. Create new Gmail Acct<br />1<br />Stand Alone vs through Ad Words account<br />2<br />Creating a Google Analytics Account<br />3<br />
    13. 13. 1.  Start the creation of a Google Analytics account by going to:<br />http://www.google.com/ analytics<br />2. Click on the<br /> "Sign Up Now" link<br />1<br />http://www.google.com/analytics/<br />Creating a Google Analytics Account<br />2<br />
    14. 14. 1.  Enter the URL of the site for this account.<br />2.  Enter any name for the account or leave as the site name.<br />3.  Select the correct "Time Zone Country" for the site.<br />4.  Select the correct "Time Zone" for the site.<br />5.  Click on Continue<br />Creating a Google Analytics Account<br />1<br />2<br />3<br />4<br />5<br />
    15. 15. 1.  Enter your last name<br />2.  Enter your first name<br />3.  Select country or territory<br />4.  Click on Continue<br />1<br />Creating a Google Analytics Account<br />2<br />3<br />4<br />
    16. 16. 1.  Check "Yes" on the Agree to Terms and Conditions.<br />2.  Click "Create New Account " button.<br />Creating a Google Analytics Account<br />1<br />2<br />
    17. 17. Lastly you are provided the Google Analytics Tracking Code.<br />This code is accessible at anytime via your account.<br />1. Follow the directions for copying & pasting it to each page on your site for tracking.<br />1<br />Creating a Google Analytics Account<br />1<br />
    18. 18. 1. Once your account is created it can be accessed at :<br />http://www.google.com/ analytics<br />2. Click on the "Access Analytics" button<br />3.  Log in using the Gmail account credentials entered during sign-up.<br />1<br />http://www.google.com/analytics/<br />Creating a Google Analytics Account<br />2<br />
    19. 19. What is Web Analytics<br />What can I do with WA<br />What will you get from WA<br />How do I install GA<br />Next:Accounts & profiles<br />
    20. 20. A Google Analytics profile is a set of configuration parameters that define a report.<br />You need at least one profile in your account to view  your data.<br />1. Your first profile is automatically created at the end of your GA account sign-up process.<br />1<br />Using Accounts and Profiles<br />
    21. 21. One website can have multiple separate reports.<br />1. By creating 2 profiles for  U.S. Vistorsvs European visitors you would have:<br /><ul><li>One GA account
    22. 22. Two Profiles
    23. 23. Generating two report sets.</li></ul>U.S visitors<br />1<br />Using Accounts and Profiles<br />European Visitors<br />
    24. 24. Multiple Websites<br /> Multiple Profiles<br />1. If you have multiple websites you would create separate profiles for each (domain) within the same GA account.<br />Thus allowing you to have reports for each and desired filters applied to them respectively. <br />Note: Creating a new profile for a new domain generates a new  Async.  <br />See Deploying Async as part of our series to implement this new domain Asynccode.<br />1<br />Using Accounts and Profiles<br />
    25. 25. Multiple  Functions/ Divisions<br /> Multiple Profiles<br />1. If there are different functions or divisions within a business, you would commonly create separate profiles for them.<br />Thus allowing those responsible for that division to have their own reports.<br />1<br />Using Accounts and Profiles<br />
    26. 26. Single Website<br /> Multiple Profiles<br />1. On a website with separate responsibilities such as Customer Support vs Marketing you would create a separate profile.<br />Using Accounts and Profiles<br />1<br />
    27. 27. Once you have setup your profiles, you cannot create an aggregate report in the future.<br />There is no ability to rollup the individual reports.<br />A method you could use is to produce an aggregate report first and then use filters to generate the separate reports.<br />Aggregate Report<br />Using Accounts and Profiles<br />Filtered Report<br />Filtered Report<br />Filtered Report<br />Filtered Report<br />
    28. 28. What is Web Analytics<br />What can I do with WA<br />What will you get from WA<br />How do I install GA<br />Accounts & profiles<br />Next:How do I configure WA<br />
    29. 29. Edit the profile<br />Change the default page if you use something other than the standard.<br />If you’re using an eCommerce site turn this one here.<br />Turn Site search on and add the appropriate parameter<br />Connect to your Adsense account<br />Configure GA<br />
    30. 30. What is Web Analytics<br />What can I do with WA<br />What will you get from WA<br />How do I install GA<br />Accounts & profiles<br />How do I configure GA<br />Next:goals and how to configure them<br />
    31. 31. Why does your site exist?<br />What are the goals for your site?<br />Get more leads<br />Increase sales<br />Increase downloads<br />Increase usage of FAQ/help<br />Are there any other goals besides these?<br />Without a goal, Web Analytics is just a huge collection of data<br />
    32. 32. Web Analytics Goals<br />Some goals are very obvious<br />
    33. 33. Web Analytics Goals<br />When we use this site we know what to do<br />
    34. 34. Web Analytics Goals<br />Others are more subtle about it<br />
    35. 35. Web Analytics Goals<br />Other goals are in between and don’t have the same immediate monetary results<br />
    36. 36. Web Analytics Goals<br />Lastly some have goals but leave it up to you to figure them out.<br />
    37. 37. Web Analytics Goals<br />Back on the settings screen is another section called goals.<br />
    38. 38. Web Analytics Goals<br />Set the name, goal position (there are 20), type, and details.<br />If you need to mesure steps then use a funnel.<br />You can measure virtual pages.<br />
    39. 39. The ugly truth<br />Most people think this is how the internet works?<br />Shopping Cart<br />Shipping information<br />Payment information<br />Thank you for shopping with us<br />428 People<br />428 People<br />428 People<br />
    40. 40. What is Web Analytics<br />What can I do with WA<br />What will you get from WA<br />How do I install GA<br />Accounts & profiles<br />How do I configure GA<br />Next:What basic reports can I use with GA<br />
    41. 41. What is Web Analytics<br />
    42. 42. Ask a Question<br />of your data<br />
    43. 43. What is Web Analytics<br />
    44. 44. What is Web Analytics<br />
    45. 45. What is Web Analytics<br />
    46. 46. What is Web Analytics<br />What can I do with WA<br />What will you get from WA<br />How do I install GA<br />Accounts & profiles<br />How do I configure GA<br />What basic reports can I use with GA<br />Next:How do I configure the reports<br />
    47. 47. Date Range Selector<br />What is Web Analytics<br />
    48. 48. Google Analytics Intro - Reports<br />To adjust the date range to something other than the default last 30 days, click anywhere on the date area.<br />This expands that section to show the:<br />    Date Range Selector <br />Which shows the previous 30 days (not including the current day).<br />
    49. 49. Google Analytics Intro - Reports<br />Selecting quick data ranges:<br />Week:<br />Click on the rounded portion of the desired week.<br />Day:<br />Click on the individual date.<br />Month:<br />Click on the month name<br />
    50. 50. Google Analytics Intro - Reports<br />"Compare to Past" feature<br />Today is July 1st, so by default the month of June is selected for traffic to view.<br />Checking the Compare to Past option allows you to compare your date range with the identical previous period.<br />In this case it selects the month of May which is exactly the Month period prior to the month of June.<br />Graph comparing traffic based on date ranges selected.<br />
    51. 51. Google Analytics Intro - Reports<br />Data Comparison<br />The metrics (numbers) reflect:<br />Green = increase over period.<br />Red = Decrease over period.<br />* Bounce rate is the inverse.  If positive will show red as this is not ideal.<br />
    52. 52. Google Analytics Intro - Reports<br />Optimize<br /> Comparison Date Range<br />If the default second date range (May in this case) does not align the days of the week with June:<br />        Mon - Mon<br />        Tues - Tues<br />         etc...<br />Then you should attempt to adjust the date range to match the days of the week between the months.<br />In ours June starts on a Tuesday, so the May data range was adjusted to start on a Tuesday also.<br />
    53. 53. Google Analytics Intro - Reports<br />Time Line Sliders<br />The Time Line Sliders are an alternate way to select your date range.<br />You can:<br /><ul><li>See the visitor totals before selecting it.
    54. 54. See key events that may not be part of the default comparison range.
    55. 55. Easily slide the view
    56. 56. Easily expand it with the handles.</li></li></ul><li>Table Views<br />What is Web Analytics<br />
    57. 57. Google Analytics Intro - Reports<br /> <br />Table Views<br />The default data view is provided in a table. This can be changed to any of the following by clicking on the respective icon:<br /><ul><li>Pie Chart
    58. 58. Bar Chart
    59. 59. Delta (Comparison)
    60. 60. Pivot</li></li></ul><li>Google Analytics Intro - Reports<br /> <br />Table Views<br />The most quickly intuitive views to see what activity is occurring from your data are the:<br /> <br />Pie Chart<br />&<br />Bar Chart<br />
    61. 61. Google Analytics Intro - Reports<br /> <br />Table Views<br />The Delta view allows you to use the Compare to Past date range feature and provides a comparison of performance to that previous time period.<br />
    62. 62. Google Analytics Intro - Reports<br /> <br />Table Views<br />The Pivot Table view allows you to view multiple data points at the same time.<br />Thus decreasing the need to  switch back and forth between reports.<br />
    63. 63. Google Analytics Intro - Reports<br />Having a long list of Source Medium in your table and trying to browse through each table row can be time consuming and less than an optimal approach.<br />Even using different<br />Table Views doesn't facilitate drilling down to targeted data.<br />To simplify the process &  display specific / desired data you can use:<br />TABLE FILTERS<br />
    64. 64. Table Filters<br />What is Web Analytics<br />
    65. 65. Google Analytics Intro - Reports<br />There are two approaches of filtering your table data:<br />The first is a Simple Format:<br />Setting the Filter Source to containing or excluding and entering keyword(s) or pattern match in the field.<br />This applies just to the Source Medium column.<br />In this example we:<br />1. Selected containing<br />2.  Entered "google"<br />and the number of source medium entries went from<br /> 39 to just 5.<br />
    66. 66. Google Analytics Intro - Reports<br />The second filtering approach is the Advance Filter.<br />This allows for Filtering on multiple criteria such as visits, time on site, etc.<br />In this example we:<br />1. Selected "containing" for Source Medium and kept "google"<br />2.  We added a new condition of visits equal to "2"<br />and our results are reduced from 5 to 2.<br />
    67. 67. Google Analytics Intro - Reports<br />Pattern Matching<br />The Simple Format & Advanced Filter use  Regular Expressions for pattern matching.<br />Very straight forward:<br /> Containing or Excluding<br />& <br /> Equality selection<br />They even allow partial matching by entering a portion of a word and are not case sensative.<br />
    68. 68. Chart Options<br />What is Web Analytics<br />
    69. 69. Google Analytics Intro - Reports<br />Chart Options<br />The Data-Over-Time graph shows Visits by default.<br />However, simply by clicking on the Visits drop-down menu you can select other metrics you desire to be plotted.   <br />In this example we selected Page/Visit and the plotted graph changed to reflect the metrics for this.<br />
    70. 70. Google Analytics Intro - Reports<br />Chart Options<br />You can also display the comparison of two plotted metrics at the same time.<br />After clicking on the Compare Two Metrics option we chose:<br />Visits  & Pages / Visits<br />Each metric is shown in a different color and scaled by one or the other axis.<br />
    71. 71. Google Analytics Intro - Reports<br />Chart Options<br />An additional chart option is Compare to Site.<br />For an individually graphed metric it provides a site-wide average.<br />The graph to the left shows Google visits in relation to the site-wide data.<br />Indicating Google is the source of most of the visits to this site.<br />
    72. 72. Google Analytics Intro - Reports<br />Chart Options<br />For the Compare to Site feature to plot the site data properly you must be drilled down into the reports<br />Otherwise, it will overlay it onto your current data as in the second graph on the left.<br />This is because by default the report data is not segmented.  <br />A concept we'll cover in a future presentation.<br />vs.<br />
    73. 73. Resources<br />Google Analytics help<br />Google Conversion University<br />Ultimate GA guide<br />Yahoo Web Analytics forum<br />Facebook Web Analytics page<br />Yoast.com<br />Your friendly Web Analyst<br />Links are on our sites here.<br />
    74. 74. I will be emailing this presentation to anyone who leaves me a business card.<br />

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