The document discusses the importance of web analytics and measurement for digital marketing, detailing the setup and use of Google Analytics and other tools. It covers how to analyze website traffic, derive insights from user behavior, and employ filters and advanced segmentation for better results. Additionally, it touches on the creation and management of XML sitemaps and link tracking through Urchin codes to enhance website visibility and performance.

1. What gets measured gets done

2. Love Statistics?

3. Why bother?
• Because measurement is important.

4. Why bother?

5. 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?

6. 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……….

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

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

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

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

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

12. 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

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

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

15. 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

16. 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

17. Google Analytics – Traffic Sources

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

19. 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).

20. Google Analytics – Filters (continued…)

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

23. Google Analytics – Landing Pages

24. Google Analytics – Navigational Summary

25. Google Analytics – Advanced Segmentation

26. Google Analytics – Advanced Segmentation

27. 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

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

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

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

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

32. Google Tools for Webmasters

33. 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

34. 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

35. 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

36. 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

37. 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

38. 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

39. 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

40. 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

41. 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

42. 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!

43. Q&A
pareen@redcom.in
www.linkedin.com/in/pareen