Seth Meranda
User Experience Architect, University of Nebraska-Lincoln
Associate Consultant, Noel-Levitz
1
Analysis and synthesis ordinarily clarify matters for us about as
much as taking a Swiss watch apart and dumping its wheel...
Answers to difficult questions
What do people do on
my site?
How well are my
marketing campaigns
performing?
Where are peo...
Answers to difficult questions
What do people do on
my site?
How well are my
marketing campaigns
performing?
Where are peo...
Answers to difficult questions
What do people do on
my site?
How well are my
marketing campaigns
performing?
Where are peo...
Answers to difficult questions
What do people do on
my site?
How well are my
marketing campaigns
performing?
Where are peo...
Answers to difficult questions
What do people do on
my site?
How well are my
marketing campaigns
performing?
Where are peo...
Answers to difficult questions
What do people do on
my site?
How well are my
marketing campaigns
performing?
Where are peo...
Image credit: http://www.imbimp.com/2009/03/google-analytics-dashboard-cake/
4
5
Strategy
6
Strategy
6
Strategy
6
Strategy
6
Strategy
6
Strategy
6
7
"The goal of XXXX.edu is to
effectively provide targeted,
timely, and consumable
content related to academics,
research an...
“The goal of the
Undergraduate Admissions
office website is to provide
clear and concise content to
prospective students an...
Installing
8
Installing
8
Installing
8
Installing
8
TextText
http://go.unl.edu/dov
9
TextText
http://go.unl.edu/dov
9
Installing
www.gasitescan.com
10
11
11
11
11
12
12
12
Bounce
12
Bounce
12
Bounce
12
Bounce
12
Bounce Exit
12
Terminology
13
1,000,000pageviews/month
14
Pageviews
Pageviews: # of times page was loaded.
Unique pageviews: Number of sessions
during which a page was viewed one o...
Bounce Rate
Bounce Rate: Rate of visitors that leave
after visiting only one page
16
Time on Page
Time on Page: Page 2 Timestamp - Page
1 Timestamp (bounces & exits = 0)
Average Time on Page: Total Time on
P...
Time on Page
The problem with averages.
18
Time on Site
Time on Site: Sum of time on pages during a
session
Average Time on Site: Total Time on Site/All
Visits (incl...
Time on Site
Remember, averages hide what is really going on!
20
Landing Page
Landing Page: First page visited
21
Visitors
New Visitor: User of site who has NOT
visited in the past.
Returning Visitor: User of site who has
visited in the...
$Index
23
Basic Features
24
Profiles
Account
Profiles
Reports
25
Profiles
Set of rules that define the reports available
View reports on custom data elements
Segment External Traffic
‣ Se...
27
Filters
Modify data and customize reports
Popular uses for filters:
Removing internal traffic
Tracking specific marketing ...
Reporting
29
Reporting Usage
Objectives
define
Reports
30
Reporting
31
Reporting
Context!
31
Benchmarking
Compare to other Universities
Benchmarking > Law & Government > Education > Colleges & Universities
32
Benchmarking
Compare to other Universities
Benchmarking > Law & Government > Education > Colleges & Universities
32
Visitor Trending
Loyalty
33
Landing Pages
Bounce Rate
34
Keywords
Analyze the non-branded keywords for new insights
35
Keywords
Analyze the non-branded keywords for new insights
# Visits w/ Branded Keywords + Direct Visits
Total Visits from ...
Realignment (redesign)?
Browsers
Screen size
Connection Speed
Site search usage
Navigation paths
36
Realignment (redesign)?
Browsers
Screen size
Connection Speed
Site search usage
Navigation paths
36
Advanced Features
37
Beyond the basics
Annotations
Goals
Pivot Table Reporting
Weighted Sorting
Analytics Intelligence
38
Annotations
39
Goals
40
Goals
Track strategic initiatives
Control leaks prohibiting
conversions
Reverse Goal Path
41
42
42
43
% Goal Conversions from X
% Visits from X
Conversion Quality Index
source: Brian Clifton, Advanced Web Metrics with Google...
Pivot Reporting?
Instead of a section for this, let’s show how a pivot report is useful.
45
Weighted Sort
46
Weighted Sort
46
Weighted Sort
46
Weighted Sort
47
Weighted Sort
47
Weighted Sort
47
Analytics Intelligence
48
Analytics Intelligence
48
Analytics Intelligence
48
Analytics Intelligence
48
Analytics Intelligence
48
Analytics Intelligence
48
Analytics Intelligence
49
Advanced Tracking
50
Subdomains
1. Change Javascript Code
2. Setup profiles with filters
3. Understand advantages & limitations
51
Subdomains
Change Javascript code
_gaq.push(['_setAccount', 'UA-XXXXXXX-1']); //replace with your
unique tracker id
_gaq.p...
Subdomains
Setup profiles with filters
53
Subdomains
Setup profiles with filters
53
Subdomains
Setup profiles with filters
53
Subdomains
54
Subdomains
Understand advantages and limitations
54
Subdomains
Understand advantages and limitations
Accurate Request URI
54
Subdomains
Understand advantages and limitations
Accurate Request URI
Site Overlay broken
54
Multiple trackers
The best way to track multiple sites!
55
Multiple trackers
1. Create a Google Account for each site
2. Customize the Tracking Code on each page
3. Create a “Rollup...
Multiple trackers
Customize the Tracking Code on each site
_gaq.push(['_setAccount', 'UA-XXXXXXX-1']);
_gaq.push(['_setDom...
Multiple trackers
Customize the Tracking Code on each site
_gaq.push(['_setAccount', 'UA-XXXXXXX-1']);
_gaq.push(['_setDom...
Multiple trackers
Create a “Rollup” account
One account to rule them all
58
Multiple trackers
Create a “Rollup” account
One account to rule them all
58
Campaigns
Track success of marketing initiatives by tracking inbound requests
Emails, Twitter, Facebook, Ads
Link “tagging...
Shorten URLs
http://go.unl.edu/
http://go.unl.edu/source
60
Custom Variables
Audience Type with Login
_gaq.push(['_setCustomVar', 1, ‘Primary Affiliation’, ‘Student’, 1]);
61
Track downloads/external links
<a href="#" onClick="_gaq.push
([‘_trackPageview’,‘downloads/’+this.href]);">Get our
parkin...
Track downloads/external links
Track the links to content
<a href="#" onClick="_gaq.push
([‘_trackPageview’,‘downloads/’+t...
Track downloads/external links
Track the links to content
<a href="#" onClick="_gaq.push
([‘_trackPageview’,‘downloads/’+t...
Track downloads/external links
Track the links to content
<a href="#" onClick="_gaq.push
([‘_trackPageview’,‘downloads/’+t...
Track downloads/external links
Track the links to content
<a href="#" onClick="_gaq.push
([‘_trackPageview’,‘downloads/’+t...
Track downloads/external links
Track the links to content
Track the links to external content
<a href="#" onClick="_gaq.pu...
Track downloads/external links
Track the links to content
Track the links to external content
<a href="#" onClick="_gaq.pu...
Track 404 pages
63
Track 404 pages
_gaq.push([‘_trackPageview’, document.location.href + ‘from=?’ + document.referrer);
63
Tracking HTML5
http://go.unl.edu/trackhtml5inga
64
Tracking HTML5
<script type="text/javascript">
	 	 featuresToTrack = ['video','audio', 'geolocation' ]; //elements to trac...
SDK for iOS and Android
65
SDK for iOS and Android
65
SDK for iOS and Android
65
Detailed Reporting
From implementation to tracking
66
Campaigns
67
Campaigns
67
The Marketer’s Dream Report
68
The Marketer’s Dream Report
68
Site Search
Users tell you what they are looking for!
Determine if content was found
Where do users start their search?
69
Site-Search
70
Site Search setup
71
Segmentation
Available through two ways:
Custom Profiles
Advanced Segmentation
72
Segmentation
Examples
Visitor Type
Out-of-State
Campaign
User Role (Faculty, Staff, Student)
73
Event Tracking
Track 4 components:
Track Video Example:
_gaq.push([‘_trackEvent’, ‘Videos’, ‘completed’, ‘My Video
Name’, ...
Event Tracking Example
75
Event Tracking Example
75
Event Tracking Example
<a href="#" onClick="_gaq.push([‘_trackEvent’, ‘Drawer’,
‘Open’, ‘american.edu/’]);">Open Drawer</a...
Event Tracking Use Cases
Videos
Play
Complete
Close
File Downloads
External Links
AJAX Content
76
Custom Reports
Analyze data in non-standard way
77
Custom Reports
Analyze data in non-standard way
77
Custom Reports
Analyze data in non-standard way
77
78
Discussions
Seth Meranda (UNL, Noel-Levitz)
smeranda2@unl.edu, seth@meranda.org
@smeranda
http://higheredanalytics.com/ (C...
Upcoming SlideShare
Loading in …5
×

Google Analytics for Higher Ed: #heweb2010

2,077 views

Published on

0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,077
On SlideShare
0
From Embeds
0
Number of Embeds
414
Actions
Shares
0
Downloads
0
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Google Analytics for Higher Ed: #heweb2010

  1. 1. Seth Meranda User Experience Architect, University of Nebraska-Lincoln Associate Consultant, Noel-Levitz 1
  2. 2. Analysis and synthesis ordinarily clarify matters for us about as much as taking a Swiss watch apart and dumping its wheels, springs, hands, threads, pivots, screws and gears into a layman's hands for reassembling, clarifies a watch to a layman. Author Unknown 2
  3. 3. Answers to difficult questions What do people do on my site? How well are my marketing campaigns performing? Where are people coming from? How do people find my site? Is my website driving people away? Do I have what people are looking for on my site? 3
  4. 4. Answers to difficult questions What do people do on my site? How well are my marketing campaigns performing? Where are people coming from? How do people find my site? Is my website driving people away? Do I have what people are looking for on my site? who? 3
  5. 5. Answers to difficult questions What do people do on my site? How well are my marketing campaigns performing? Where are people coming from? How do people find my site? Is my website driving people away? Do I have what people are looking for on my site? who? what? 3
  6. 6. Answers to difficult questions What do people do on my site? How well are my marketing campaigns performing? Where are people coming from? How do people find my site? Is my website driving people away? Do I have what people are looking for on my site? who? what? how? 3
  7. 7. Answers to difficult questions What do people do on my site? How well are my marketing campaigns performing? Where are people coming from? How do people find my site? Is my website driving people away? Do I have what people are looking for on my site? who? what? how? when? 3
  8. 8. Answers to difficult questions What do people do on my site? How well are my marketing campaigns performing? Where are people coming from? How do people find my site? Is my website driving people away? Do I have what people are looking for on my site? who? what? how? when? where? 3
  9. 9. Image credit: http://www.imbimp.com/2009/03/google-analytics-dashboard-cake/ 4
  10. 10. 5
  11. 11. Strategy 6
  12. 12. Strategy 6
  13. 13. Strategy 6
  14. 14. Strategy 6
  15. 15. Strategy 6
  16. 16. Strategy 6
  17. 17. 7
  18. 18. "The goal of XXXX.edu is to effectively provide targeted, timely, and consumable content related to academics, research and service for prospective and current students, faculty, staff, and alumni, which is intended to present the University as a prestigious, welcoming and valuable asset to the community."  7
  19. 19. “The goal of the Undergraduate Admissions office website is to provide clear and concise content to prospective students and their parents regarding the academic and student life opportunities at our institution as well as to provide simple ways to join our community through online registrations, applications and social networks.” 7
  20. 20. Installing 8
  21. 21. Installing 8
  22. 22. Installing 8
  23. 23. Installing 8
  24. 24. TextText http://go.unl.edu/dov 9
  25. 25. TextText http://go.unl.edu/dov 9
  26. 26. Installing www.gasitescan.com 10
  27. 27. 11
  28. 28. 11
  29. 29. 11
  30. 30. 11
  31. 31. 12
  32. 32. 12
  33. 33. 12
  34. 34. Bounce 12
  35. 35. Bounce 12
  36. 36. Bounce 12
  37. 37. Bounce 12
  38. 38. Bounce Exit 12
  39. 39. Terminology 13
  40. 40. 1,000,000pageviews/month 14
  41. 41. Pageviews Pageviews: # of times page was loaded. Unique pageviews: Number of sessions during which a page was viewed one or more times 15
  42. 42. Bounce Rate Bounce Rate: Rate of visitors that leave after visiting only one page 16
  43. 43. Time on Page Time on Page: Page 2 Timestamp - Page 1 Timestamp (bounces & exits = 0) Average Time on Page: Total Time on Page/All Visits (excludes bounces & exits) 17
  44. 44. Time on Page The problem with averages. 18
  45. 45. Time on Site Time on Site: Sum of time on pages during a session Average Time on Site: Total Time on Site/All Visits (includes bounces) 19
  46. 46. Time on Site Remember, averages hide what is really going on! 20
  47. 47. Landing Page Landing Page: First page visited 21
  48. 48. Visitors New Visitor: User of site who has NOT visited in the past. Returning Visitor: User of site who has visited in the past. 22
  49. 49. $Index 23
  50. 50. Basic Features 24
  51. 51. Profiles Account Profiles Reports 25
  52. 52. Profiles Set of rules that define the reports available View reports on custom data elements Segment External Traffic ‣ Setup filters to exclude on-campus IP addresses Control report access ‣ Grant privileges for certain users 26
  53. 53. 27
  54. 54. Filters Modify data and customize reports Popular uses for filters: Removing internal traffic Tracking specific marketing campaigns Clean up data Segmentation 28
  55. 55. Reporting 29
  56. 56. Reporting Usage Objectives define Reports 30
  57. 57. Reporting 31
  58. 58. Reporting Context! 31
  59. 59. Benchmarking Compare to other Universities Benchmarking > Law & Government > Education > Colleges & Universities 32
  60. 60. Benchmarking Compare to other Universities Benchmarking > Law & Government > Education > Colleges & Universities 32
  61. 61. Visitor Trending Loyalty 33
  62. 62. Landing Pages Bounce Rate 34
  63. 63. Keywords Analyze the non-branded keywords for new insights 35
  64. 64. Keywords Analyze the non-branded keywords for new insights # Visits w/ Branded Keywords + Direct Visits Total Visits from Search + Total Direct Visits % Brand Engagement source: Brian Clifton, Advanced Web Metrics with Google Analytics 35
  65. 65. Realignment (redesign)? Browsers Screen size Connection Speed Site search usage Navigation paths 36
  66. 66. Realignment (redesign)? Browsers Screen size Connection Speed Site search usage Navigation paths 36
  67. 67. Advanced Features 37
  68. 68. Beyond the basics Annotations Goals Pivot Table Reporting Weighted Sorting Analytics Intelligence 38
  69. 69. Annotations 39
  70. 70. Goals 40
  71. 71. Goals Track strategic initiatives Control leaks prohibiting conversions Reverse Goal Path 41
  72. 72. 42
  73. 73. 42
  74. 74. 43
  75. 75. % Goal Conversions from X % Visits from X Conversion Quality Index source: Brian Clifton, Advanced Web Metrics with Google Analytics 44
  76. 76. Pivot Reporting? Instead of a section for this, let’s show how a pivot report is useful. 45
  77. 77. Weighted Sort 46
  78. 78. Weighted Sort 46
  79. 79. Weighted Sort 46
  80. 80. Weighted Sort 47
  81. 81. Weighted Sort 47
  82. 82. Weighted Sort 47
  83. 83. Analytics Intelligence 48
  84. 84. Analytics Intelligence 48
  85. 85. Analytics Intelligence 48
  86. 86. Analytics Intelligence 48
  87. 87. Analytics Intelligence 48
  88. 88. Analytics Intelligence 48
  89. 89. Analytics Intelligence 49
  90. 90. Advanced Tracking 50
  91. 91. Subdomains 1. Change Javascript Code 2. Setup profiles with filters 3. Understand advantages & limitations 51
  92. 92. Subdomains Change Javascript code _gaq.push(['_setAccount', 'UA-XXXXXXX-1']); //replace with your unique tracker id _gaq.push(['_setDomainName', '.unl.edu']); _gaq.push(['_trackPageview']); 52
  93. 93. Subdomains Setup profiles with filters 53
  94. 94. Subdomains Setup profiles with filters 53
  95. 95. Subdomains Setup profiles with filters 53
  96. 96. Subdomains 54
  97. 97. Subdomains Understand advantages and limitations 54
  98. 98. Subdomains Understand advantages and limitations Accurate Request URI 54
  99. 99. Subdomains Understand advantages and limitations Accurate Request URI Site Overlay broken 54
  100. 100. Multiple trackers The best way to track multiple sites! 55
  101. 101. Multiple trackers 1. Create a Google Account for each site 2. Customize the Tracking Code on each page 3. Create a “Rollup” account 56
  102. 102. Multiple trackers Customize the Tracking Code on each site _gaq.push(['_setAccount', 'UA-XXXXXXX-1']); _gaq.push(['_setDomainName', '.unl.edu']); _gaq.push(['_trackPageview']); 57
  103. 103. Multiple trackers Customize the Tracking Code on each site _gaq.push(['_setAccount', 'UA-XXXXXXX-1']); _gaq.push(['_setDomainName', '.unl.edu']); _gaq.push(['_trackPageview']); _gaq.push(['site2._setAccount', 'UA-XXXXXXX-1']); _gaq.push(['site2._setDomainName', '.unl.edu']); _gaq.push(['site2._trackPageview']); 57
  104. 104. Multiple trackers Create a “Rollup” account One account to rule them all 58
  105. 105. Multiple trackers Create a “Rollup” account One account to rule them all 58
  106. 106. Campaigns Track success of marketing initiatives by tracking inbound requests Emails, Twitter, Facebook, Ads Link “tagging” Campaign Source (newsletter) Campaign Medium (email) Campaign Term (march) Campaign Content (academic calendar) Campaign Name (parent communication) http://events.unl.edu/? utm_source=newsletter&utm_medium=email&utm_term=march&utm_conten t=academic%2Bcalendar&utm_campaign=parent%2Bcommunication 59
  107. 107. Shorten URLs http://go.unl.edu/ http://go.unl.edu/source 60
  108. 108. Custom Variables Audience Type with Login _gaq.push(['_setCustomVar', 1, ‘Primary Affiliation’, ‘Student’, 1]); 61
  109. 109. Track downloads/external links <a href="#" onClick="_gaq.push ([‘_trackPageview’,‘downloads/’+this.href]);">Get our parking map</a> <a href="#" onClick="_gaq.push([‘_trackPageview’, ‘external/’+this.href]);">Get to another site</a> 62
  110. 110. Track downloads/external links Track the links to content <a href="#" onClick="_gaq.push ([‘_trackPageview’,‘downloads/’+this.href]);">Get our parking map</a> <a href="#" onClick="_gaq.push([‘_trackPageview’, ‘external/’+this.href]);">Get to another site</a> 62
  111. 111. Track downloads/external links Track the links to content <a href="#" onClick="_gaq.push ([‘_trackPageview’,‘downloads/’+this.href]);">Get our parking map</a> <a href="#" onClick="_gaq.push([‘_trackPageview’, ‘external/’+this.href]);">Get to another site</a> 62
  112. 112. Track downloads/external links Track the links to content <a href="#" onClick="_gaq.push ([‘_trackPageview’,‘downloads/’+this.href]);">Get our parking map</a> <a href="#" onClick="_gaq.push([‘_trackPageview’, ‘external/’+this.href]);">Get to another site</a> 62
  113. 113. Track downloads/external links Track the links to content <a href="#" onClick="_gaq.push ([‘_trackPageview’,‘downloads/’+this.href]);">Get our parking map</a> <a href="#" onClick="_gaq.push([‘_trackPageview’, ‘external/’+this.href]);">Get to another site</a> 62
  114. 114. Track downloads/external links Track the links to content Track the links to external content <a href="#" onClick="_gaq.push ([‘_trackPageview’,‘downloads/’+this.href]);">Get our parking map</a> <a href="#" onClick="_gaq.push([‘_trackPageview’, ‘external/’+this.href]);">Get to another site</a> 62
  115. 115. Track downloads/external links Track the links to content Track the links to external content <a href="#" onClick="_gaq.push ([‘_trackPageview’,‘downloads/’+this.href]);">Get our parking map</a> <a href="#" onClick="_gaq.push([‘_trackPageview’, ‘external/’+this.href]);">Get to another site</a> 62
  116. 116. Track 404 pages 63
  117. 117. Track 404 pages _gaq.push([‘_trackPageview’, document.location.href + ‘from=?’ + document.referrer); 63
  118. 118. Tracking HTML5 http://go.unl.edu/trackhtml5inga 64
  119. 119. Tracking HTML5 <script type="text/javascript"> featuresToTrack = ['video','audio', 'geolocation' ]; //elements to track (function(d, t) { var s=d.createElement(t),x=d.getElementsByTagName(t)[0]; s.async=1;s.src='js/trackHTML5inGA.js'; x.parentNode.insertBefore(s,x); })(document, 'script'); </script> http://go.unl.edu/trackhtml5inga 64
  120. 120. SDK for iOS and Android 65
  121. 121. SDK for iOS and Android 65
  122. 122. SDK for iOS and Android 65
  123. 123. Detailed Reporting From implementation to tracking 66
  124. 124. Campaigns 67
  125. 125. Campaigns 67
  126. 126. The Marketer’s Dream Report 68
  127. 127. The Marketer’s Dream Report 68
  128. 128. Site Search Users tell you what they are looking for! Determine if content was found Where do users start their search? 69
  129. 129. Site-Search 70
  130. 130. Site Search setup 71
  131. 131. Segmentation Available through two ways: Custom Profiles Advanced Segmentation 72
  132. 132. Segmentation Examples Visitor Type Out-of-State Campaign User Role (Faculty, Staff, Student) 73
  133. 133. Event Tracking Track 4 components: Track Video Example: _gaq.push([‘_trackEvent’, ‘Videos’, ‘completed’, ‘My Video Name’, ‘240’]); COMPONENT EXPLANATION category The name you supply for the group of objects you want to track. action A string that is uniquely paired with each category, and commonly used to define the type of user interaction for the web object. label An optional string to provide additional dimensions to the event data. value An integer that you can use to provide numerical data about the user event. 74
  134. 134. Event Tracking Example 75
  135. 135. Event Tracking Example 75
  136. 136. Event Tracking Example <a href="#" onClick="_gaq.push([‘_trackEvent’, ‘Drawer’, ‘Open’, ‘american.edu/’]);">Open Drawer</a> 75
  137. 137. Event Tracking Use Cases Videos Play Complete Close File Downloads External Links AJAX Content 76
  138. 138. Custom Reports Analyze data in non-standard way 77
  139. 139. Custom Reports Analyze data in non-standard way 77
  140. 140. Custom Reports Analyze data in non-standard way 77
  141. 141. 78
  142. 142. Discussions Seth Meranda (UNL, Noel-Levitz) smeranda2@unl.edu, seth@meranda.org @smeranda http://higheredanalytics.com/ (Click on Blog) 79

×