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Localgov Google Analytics

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Presentation of local government use of Google Analytics given at Google's local government event in London

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Localgov Google Analytics

  1. 1. .gov use of e Analytics      Google #localgov   7 August 2009
  2. 2. ytics      <ul><ul><li>Measurement </li></ul></ul><ul><ul><li>'Value of click' </li></ul></ul><ul><ul><li>Reporting </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Web site improvement </li></ul></ul><ul><ul><li>Routes through site/processes </li></ul></ul><ul><ul><li>Usability </li></ul></ul><ul><ul><li>Comparison </li></ul></ul>
  3. 3. ytics      <ul><ul><li>YouTube lessons </li></ul></ul><ul><ul><li>Good online help </li></ul></ul><ul><ul><li>But more education for UK #localgov? </li></ul></ul>Getting started
  4. 4. Getting started <ul><ul><li>Check all pages tagged </li></ul></ul><ul><ul><li>Tag secure sites using the secure site code </li></ul></ul><ul><ul><li>Check site search tagged - what page they were on when they made the search and what page they chose in the search results </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Pay to check?  </li></ul></ul><ul><ul><li>Authorised consultants </li></ul></ul>
  5. 5. Getting moving <ul><ul><li>Filter out to segment users - multiple profiles </li></ul></ul><ul><ul><li>Create separate profiles filtering internal traffic from static IP address(') - which can vary </li></ul></ul><ul><ul><li>Could also use for filtering incoming traffic from other councils </li></ul></ul>
  6. 6. Getting moving <ul><ul><li>Create 'sales funnels' (goals) </li></ul></ul><ul><ul><li>From a sign-up page to the &quot;thank you&quot; page </li></ul></ul><ul><ul><li>Online forms </li></ul></ul><ul><ul><li>Payment processes </li></ul></ul><ul><ul><li>Track document downloads, email clicks or specific links. Adding a small piece of JavaScript to any link will tell Google to track when someone clicks on that link. </li></ul></ul>
  7. 7. Getting moving <ul><ul><li>Use with Google Website Optimizer to create an optimization plan for your site </li></ul></ul><ul><ul><li>Compare to other council's designs / content / CTA </li></ul></ul><ul><ul><li>Use in iteration / guerrilla testing to willow designs </li></ul></ul><ul><ul><li>e.g. bounce rate ('I came, got confused / bored, left') - going down or up   </li></ul></ul>
  8. 8. Getting good <ul><li>Using consultants to: </li></ul><ul><ul><li>Validate and troubleshoot your installation </li></ul></ul><ul><ul><li>Integrate your analytics data with other data sources or CRM (it is supported by many of them) </li></ul></ul><ul><ul><li>Optimize your marketing efforts </li></ul></ul><ul><ul><li>Train your staff on how to use Analytics </li></ul></ul><ul><ul><li>Respond to support tickets, phone calls and provide on-site consulting </li></ul></ul>

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