This document provides an overview of key metrics and concepts in Google Analytics for interpreting website analytics data. It discusses examining trends over time, combining quantitative analytics data with qualitative user research, filtering and segmenting data, and understanding specific metrics like visits, pageviews, bounce rate, and time on site. The document also covers visualizing data through site overlays and finding resources for hands-on Google Analytics training.

1. Painting by Numbers:Google Analytics

2. So What?Ask yourself “so what” 3 times.What can you do with this data?If you can’t do anything, it’s not useful.

3. Look for TrendsNumbers in a vacuum do not mean much.Can you compare it to something?Can you look at the data over time?42

4. Don’t Forget Qualitative Data!Must know visitors and pages to interpret analytics data (quantitative).Use surveys, focus groups, or informal chats with visitors to find out about how they use the site (qualitative).

5. Filter & SegmentMake sense of the data by looking at a subset: your subject library or department, new visitors, iPhone users, etc.Combine to create advanced segments: new visitors with iPhones, etc.

6. What Do All These Numbers Mean?Visits %New VisitsPageviewsPages/VisitBounce RateAvg. Time on SiteTraffic SourcesContent1.02121,58599.05%123,74799.69%00:00:02

7. Google Analytics Dashboard

8. Google Analytics Dashboard

9. Visits & % New VisitsVisitsMeasured by cookies.From the time a site is accessed until browser is closed or user is inactive for 30 minutes.% New VisitsMeasured by cookies.What about visitors who don’t allow cookies or remove them?

10. Visits & % New Visits

11. Visits & % New Visits

12. Pageviews & Pages/VisitPageviewsAn instance of a page being loaded by a browser.Relies on changing URL.Pages/VisitAverage number of pages accessed in a visit.“Visit” as defined previously.Activity on rich media (Flash, etc.) sites will not show up as pageviews without special code.

13. Pageviews & Pages/Visit

14. Pageviews & Pages/Visit

15. Bounce RatePercentage of visits that left your site after a single pageLook at what page they are on and where they are going. Did they print the page? Did they go to another Libraries site?

16. Combine Bounce Rate with Keywords or Avg. Time on Site to find out more.

17. Prioritize bounce rate by most popular landing page.

18. Look at particular segments to make sure you aren’t losing visitors you want.Bounce Rate

19. Bounce Rate

20. Avg. Time on SiteCalculated by timestamps for each page.No way to tell how much time was spent on last page.Did they find what they want or just give up? What can you really do with this information?

21. Avg. Time on Site

22. Avg. Time on Site

23. Traffic SourcesReferring SitesURL where visitor originated before arriving at your siteKeywordsSearch terms that led visitors to your site.“So what?”Try sorting these to find out which give you higher Bounce Rates, fewer Pages/Visit, etc.

24. Create a segment and look at these areas.Traffic Sources

25. Traffic Sources

26. ContentContentwhy people come to your site & what they are looking forTry viewing as Content by TitleLanding Pagescore entry points for visitors (not just your home page)Try sorting Top Content or Landing Pages on Unique Pageviews, Bounce Rate, Etc.

27. Content

28. Content

29. Site OverlayVisual representation of what links are being visited on sitePuts the data in the context of the site.Use it to decide which links can or should be changed.

31. Hands-On Training Sessions

32. Google Analytics ResourcesKyle James’ PresenationsAvanish Kaushik's Blog & Web Analytics an Hour a DayShelby Thayer's BlogWeb Analytics AssociationGoogle Analytics BlogGoogle Analytics Help:Getting StartedAnalytics IQAnalytics Help ForumITS Technology Training Communityhttps://wikispaces.psu.edu/display/training/Google+Analytics+Training and click Google Analytics Resources.

33. Questions