Introduction to Google Analytics
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This document discusses how to use Google Analytics to measure website traffic and performance. It explains that Google Analytics requires setting up an account and implementing JavaScript tracking code on website pages. It then outlines key metrics that can be measured like visitors, traffic sources, content performance, goals and conversions. The three core metrics are acquisition, engagement, and outcomes. Various features of Google Analytics are also described like keywords clouds, real-time data, dashboards, and multi-channel funnels. Tips for improving a website based on analytics data are provided at the end.
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Introduction to Google Analytics
- 2. SO YOU ARE MANAGING A WEB PRESENCE… how people are getting to your site. what content is performing according to your expectations. what do you need?
- 3. Ingredients 1. Google analytics account 2. Website 3. Java script code The only thing you have to do is: implement the java script code from your GA account into your site (above the <head> tag).
- 4. WHAT CAN YOU MEASURE? 1. Visitors – where they come from (geographically), what language they speak, frequency of visits, what computers and browsers they use. 2. Traffic sources – the way people reach your site (keywords and sites that link to yours). 3. Content – it gives you insights about which page in site was the most popular and the users’ path of reaching it. 4. Goals for objectives – tracks the downloads, registrations or subscriptions made on site. 5. E-commerce – tracks the evolution of a purchase made in a online shopping site.
- 6. 1. Acquisition Measures: the number of visitors that reach your site and where they are coming from. how many have been to your site before (loyalty) Visits
- 7. 2. Engagement Measures: - pages per visit – average numbers of pages viewed - average time on site – how much does a visitor stays on site - bounce rate – single page visits on site and how many visitors left from the main page towards other pages in site. Quality of site traffic
- 8. Objective • Get visits to a specific page • Measure engagement • Measure no. of page visitors in a session • Track specific actions (downloading, viewing a video) Goal types • URL destination • Time on site • Pages per visit • Events 3. Outcome (Goals area) Define your strategy objective: - drive visitors to make online purchase - get them to view a specific content - more newsletter signups Keep track on your marketing campaign
- 9. Objective • Get visits to a specific page • Measure engagement • Measure no. of page visitors in a session • Track specific actions (downloading, viewing a video) Goal types • URL destination • Time on site • Pages per visit • Events
- 10. For a better website: Make your site engaging so that visitors will continue clicking into it. Make your site user- friendly. Simple construction for visitors to navigate on site. Build an interactive content. Match the content of a text with keywords in it’s title. Make a creative website design.
- 11. FEATURES
- 12. Keywords Clouds • you can visualize easily what words are the most compatible with your content based on bounce rates, pages per visit and visits.
- 13. Real-time data • you can view the activity on site as it happens, with no minutes/hours delays, based on: active pages, top referrals, keywords or geographic location.
- 14. Personalized dashboard • you can view the activity on site as it happens, with no minutes/hours delays, based on: active pages, top referrals, keywords or geographic location.
- 15. Webmaster tools Shows you which Google property (web, image, mobile) sources generated site traffic and measures impressions and number of clicks, as well. it is usually used to evaluate search trends
- 16. Social Engagement Helps you track the way visitors interact with your site which social source was used and what action was performed (ex. tweet, like, share)
- 17. Multi-channel Funnels • Helps you see how many visitors reached your site through a paid search ad, a link in social networks or from an email link. • You can find out what channel was the most successful for conversion which marketing activities have the highest ROI
- 18. What’s missing? PDF/ email export Percent comparison Graph by week option
- 19. So…. Why should you use Google Analytics? It is free It is complex It gives you many insights for your site and for your marketing strategy It is easy to use