The document discusses the importance of web measurement for decision-making and performance optimization, highlighting tools like Google Analytics and various other analytics packages. It covers how to set up and utilize these tools to track visitor behavior, optimize content, and measure the effectiveness of marketing campaigns. Key performance indicators (KPIs) and data integration with Google Ads are also emphasized for improving marketing strategies.

1. #GBGmumbai

2. The Google Chapters

4. We are

5. KNOWLEDGE
SERIES - 1

6. What if we don’t measure?
• Decision making
• Priority setting
• Monitoring performance
• Learning & improving

7. Why measure the web?
• Track your competition & benchmark
• Monitor your reputation & take measures
• Understand your customer’s web journey &
drop-offs
• Optimize & un-optimize

8. Goal setting
“We want to sell more”
“We want to increase our sales by 10%”

9. What can be measured in web?
• Page analysis
& validator
• Ranking
• Feed stats
• Links’ health
• Performance
monitor
• Buzz monitor
• Browser
compatibility ?

10. Delight your customers
• Amazon watches
you too see if you
couldn't watch
you something!

11. Optimizing Demand & Supply
• Handling seasonal fluctuations by
creating a sense of urgency

12. Lets Connect
Sreeraman Thiagarajan
Chapter Manager – GBG Mumbai
@sree_raman

13. Workshop by
Pareen Lathia

14. Love Statistics?

15. Why bother?
• Because measurement is important.

16. Why bother?

17. Do you?
• Run websites / E-Commerce / Portals / Digital
Marketing campaigns?
– - Is Email marketing helping?
– - Is my SEO keyword strategy paying off?
– - We tried that Linkedin advertising thing, did it
generate any ROI?
– - Did my Diwali discount coupon work well?

18. Google Analytics
What are the different choices in web analytics?
Other analytics packages:
1. eLogic
2. Shiny Stat
3. Site Meter
4. Stat Counter
5. W3 Counter
More……….

19. Getting Started
• Set up Google analytics
• Install code in your site
• Don‟t get scared with all the options

20. Google Analytics – Setting up an account
1. Setting up a Google Account – search “Google Account”
2. Navigate to Google.com/analytics

21. Google Analytics – Setting up an account (continued…)
- Enter general website information

22. Google Analytics – Setting up an account (continued…)
- Enter website profile information

23. Google Analytics – Setting up an account (continued…)
- Copy and Install Tracking Codes:

24. Google Analytics – Setting up an account (continued…)
- Ecommerce (Where applicable):
Please visit
http://code.google.com/apis/analytics/docs/tracking/gaTrackingEco
mmerce.html
for eCommerce integration

25. Getting Familiar
• Diving Deep (Most important areas)
– Sources of traffic
– What do they do on your site?
– Content optimization
– Its all about relativity
– SEO

26. Google Analytics
Google Analytics – Understanding the User Interface (UI)

27. Google Analytics – Home Tab
- Real-Time offers a unique look of what‟s currently occurring on the
website
- Locations shows the location of the current users on the website
- Traffic Source shows where these users came from
- Content shows which pages these users are interacting on

28. Google Analytics – Understanding the User Interface (UI)
Audience: data includes Demographics
(location, language, etc.), New vs. Returning,
Technology (Browser information,
Windows/Mac), Mobile (type of mobile device,
etc.)
Advertising: Link to Adwords
Traffic Sources: Sources of traffic, separation
between paid and unpaid traffic
Content: Overview page usage, site speed,
entrance and exit pages, bounce pages.
Conversion: Goal information, funnels,
financial (revenues), product performance,
multi-channel
Funnels, etc.
Help Center

29. Google Analytics – Traffic Sources

30. Google Analytics – Traffic Sources
• Search Traffic Report
• Direct Traffic Report
• Referral Traffic Report

31. Google Analytics – Introduction to Filters
Predefined filters:
Exclude/Include only traffic from the domains
Exclude/Include only traffic from the IP addresses
Exclude/Include only traffic to the (such as
www.example.com/motorcycles).

32. Google Analytics – Filters (continued…)

34. Google Analytics – Content Walkthrough
Content Overview provides an at-a-glance overview of the key
pageview metrics for your site

35. Google Analytics – Landing Pages

36. Google Analytics – Navigational Summary

37. Google Analytics – Advanced Segmentation

38. Google Analytics – Advanced Segmentation

39. Google Analytics – Create a Custom Advanced Segmentation
Advanced Segments can be
created using any analytics
variable permutations:
Examples:
1- Traffic with Conversions
2- Paid Traffic with
Conversions
3. Traffic from a keyword
that converted or achieved
a goal

40. Google Analytics – Filters (continued…)
Walk through an Advanced Segmentation
Entry

41. Google Analytics – Understanding Goals, Funnels, and Events

42. Google Analytics – Understanding Goals, Funnels, and Events

43. Google Analytics – Understanding Goals, Funnels, and Events
To create a goal and
funnel, go to setup
and click on Profiles
 Goals  URL
Destination

44. Google Tools for Webmasters

45. Google Webmaster Tools
• Your Google webmaster account
• Google webmaster central and help center
– Dashboard to Google webmaster tools
– An FAQ and archive of helpful tips and tools
• Google analytics
• XML sitemaps
• Urchin tracking code
• Google AdWords™ / campaign management

46. Google Webmaster Account
• http://www.google.com/support/webmasters/
– Add it to your Google search account
• You‟ll use this account to do many tasks
– Creates a „view‟ to one or more websites
– Link an XML sitemap to the Google index
– View website traffic and referrer statistics
– See where page links are broken / orphaned
– Help manage your „linking strategy‟
– Maximize AdWords™ campaigns

47. Website Traffic Analysis
• You need to know six key website statistics
1. How many unique website visitors?
2. Where do they come from? (refer link)
3. What search terms did they use? (refer link)
4. How many pages did they view?
5. What was their navigation pattern?
6. Operating system and browser info

48. XML Sitemaps
• http://www.sitemaps.org/
• Sitemaps are an easy way for webmasters to
inform search engines about pages on their sites
that are available for crawling. In its simplest
form, a Sitemap is an XML file that lists URLs
for a site along with additional metadata about
each URL (when it was last updated, how often
it usually changes, and how important it is,
relative to other URLs in the site) so that search
engines can more intelligently crawl the site.
• http://www.sitemaps.org/protocol.php

49. Sample XML Sitemap
<?xml version="1.0" encoding="UTF-8"?>
<urlset
xmlns="http://www.sitemaps.org/schemas/sit
emap/0.9">
<url>
<loc>http://www.example.com/</loc>
<lastmod>2005-01-01</lastmod>
<changefreq>monthly</changefreq>
<priority>0.8</priority>
</url>
</urlset>
http://www.sitemaps.org/protocol.php

50. Urchin Tracking Code Example
<script
src="http://www.google-
analytics.com/urchin.js"
type="text/javascript"> </script>
<script type="text/javascript">
_uacct = "UA-UserCode-ProfileCode";
urchinTracker();
</script>
http://gpxfiles.googlepages.com/googleanalytics

51. Urchin Linking Code
• The Urchin Campaign Tracking Module
(beginning with version 5.6 and UTM-4) allows
you to tag your links using master tracking
codes (a utm_id) instead of individual variables.
You simply use utm_id in your links, and define
the meaning of each utm_id in a table. (this
keeps your individual campaigns straight,
which is critical to tracking)
• http://www.hostsite.com/?utm_id=1
• http://en.wikipedia.org/wiki/Google_Analytics

52. How Link Tracking Works
website
email
RSS
feed
http://www.hostsite.com/landing.htm?utm_id=1
http://www.hostsite.com/landing.htm?utm_id=2
http://www.hostsite.com/landing.htm?utm_id=3
target
page
Each link has a tracking code embedded after the ? mark which is counted by the
analytics

53. Where and How to Start?
1. Get your website on a real hosting service
2. Create a Google webmaster account
3. Create (run) an XML sitemap (sitemap.xml)
4. Upload the sitemap.xml file, notify Google
5. Upload the Google unique code (xyz.htm)
6. Check to make sure your sitemap is indexed
7. Come back and read the web analytics report

54. Summary of Google Tools
• Website analysis tools
– Users, refers, navigation
• XML sitemap generation
– Ensures complete indexing
• Urchin tracking code (track / refer)
– Critical for ad / email campaign management
• AdWords™ tools for advertisers
– Get the most out of your ad dollars!

55. More at
pareen@redcom.in
www.linkedin.com/in/pareen

56. Special Talk
By
Vibhas Sen

57. Tap into a wealth of
information about customer
behaviour, the
demographics of your
audience, and the
effectiveness of your
campaigns.
Translate Google
Analytics into
Marketing Metrics

58. whatever you can measure, you can improve...
• Step One : Define your goals ( sales, downloads, visibility /
branding, enquiry)
• Step Two - Formulate KPI's ( key performance indicators ) - it must
reflect organizations goals which would lead to the success e.g.
10% of visitor who fills form becomes customer, 60% of visitors who
downloads trial purchase it, 5% of visitor who signs up for newsletter
becomes customers, etc
• Step Three - Reflect your KPI's in your Analytic Report

59. Correlating Questions with Metrics & Dimensions
Question Examples: Related Metrics
1. Who visited my website? Unique Visitors, Return Visitors,
2. From where did they come? Referring URLs, Referring Search
Engines, Browsing Path Within Your
Website, Referring Search Phrases.
3. What pages did they view? # Entry Pages, # Page Views,
Average Time on Pages, Page Views
per Visitor
4. Did they have any trouble
with my site?
Browser Versions, Platform Versions,
Flash Versions, Java Versions
5. What did they view, buy, or
sign-up for?
Orders (average amount, number,
total revenue) Sign-Ups

60. Why link AdWords to Google Analytics
When you link Google Analytics and AdWords, you allow four types of
data to flow between the two. This means you can:
• Import Google Analytics goals and transactions into AdWords
• View Google Analytics site engagement data in AdWords
• Create remarketing lists in Analytics to use in AdWords for targeting
specific audiences
• Automatically view your AdWords click and cost data alongside your
Analytics site engagement data

61. Let’s take a live example !!!

62. “Web Analytics is like Angelina Jolie: It’s sexy,
it kicks butt, and is a goodwill ambassador!!”
How To Excite People About Web Analytics: Five Tips - Avinash Kaushik

63. Network with me @
• Twitter - @vibhassen
• LinkedIN - /in/vibhassen
• Facebook – vibhas.sen
• Email – vibhas.sen@gmail.com
• Call me - 9833756960

64. @gbgmumbai | www.gbgmumbai.org