1. Google
Analytics
Presenter | Sagar Naveen Zalavadiya
Ex - Web Analyst @ SapientNitro
Online Marketing and Strategy
If you cannot measure it, you cannot improve it.”
Lord Kelvin
2. Agenda
• Importance of Web Analytics
• Google Analytics
o Setting up an account in GA, the basics of Data Capture
o Metrics and Standard Reporting
o Ecommerce Website Measurement
o Understanding Goals (Funnel Conversion)
o Emails and Campaign Measurement (Tagging, PPC, PPI)
o Experimentation using GA (AB and Multivariate Testing)
o InPage Analytics (Simplest form of Clickstream data)
• The Way Forward
o Creating a Data Driven Culture in an organization
o Resources and Self Learning
3. Importance of Web Analytics
• Web Analytics is the
measurement, collection,
analysis and reporting of
internet data for purposes of
understanding and optimizing
web usage.
• Shift of Business from Brick
and Mortar stores to Online.
• Everything in the online world
is measurable.
• Interconnection b/w all online
activities
4. Online Marketing Terms and Tools
• Affiliate Marketing
• Referral Channels
• SEO & SEM
• Google Analytics
• Google Adwords
• Google Site Optimizer
• Running Campaigns
5. Setup of Google Analytics
• Fairly simple method, involves pasting of sample code on
every page of the website.
• The javascript code runs whenever the page loads.
• Data is stored in form of cookies on the computer
6. What Does Web Analytics Measure?
• Visitors
o Characteristics
Browser, new vs. return,
location
• Traffic
o Origins
Keywords, refers, pages
• Content
o Effectiveness
Bounce rate, paths,
navigation summary
7. Metric and KPI’s
• Visitors
o A visitor is a unique individual user of a website.
o Cookie is first party/random visitor id + first initial timestamp
• Visits
o Session is defaulted to 30 minutes (closing browser or inactive ends
session)
• Pageviews
o A pageview is a request from a visitor’s browser for a displayable web
page ; Refresh = new page view
• Session{Length, Depth}
o A session is a period of activity by an individual visitor from entrance point
to exit point
• KPI’s : Should use gauges, not statistical charts ,Averages, Percentages,
• Clickthrough Rate : No of users who click on the page and continue to
another page or trigger some event
• Bounce Rate :Enter on one page do not go to any other page and exit
9. Standard Reporting
• Audience/Visitors :
Number of Visitors , Number of Page views , Page views per Visitor,
Bounce Rate , New vs. Returning, Visitor Loyalty , Number of
Return Visits , Frequency/ Recency of Visits
• Traffic Sources :
Direct Traffic, Referring Sites, Search Engines[Paid vs Organic,
Keywords, Adwords Integration]
• Content :
Top Pages ,In-Page Analytics, Time on Page, Exits from that Page
Site Search, Event Tracking
• Goals :
Contact Forms ,Purchase funnel, Newsletter Signups
• Ecommerce :
Number of Sales ,Conversion Rate, Average Sale Value, Product
Performance, Visits until Purchase, Days until Purchase
• Event Tracking:
Event Categories, Event Actions, Trending Events
11. Goals
• Select page you want visitor to see to reach the goal
o Goal is usually Thank you or confirmation page
Types of Goals
Thank you page on contact form
PDF Download for White Paper
Newsletter Signup
Feed Subscriptions
More than 15 visits or time > 10mins
• Set-up Goals under
o Analytics Settings -> Profile Settings -> Conversion Goals and
Funnel
Select up to 4 goals per profile
Set up duplicate profiles to add more goals
o Enter URL of Goal Page
Ex. /Confirmation.aspx
o Name the goal
Image via www.headachecare.com
12. Funnel Visualization Report
• Displays visual representation of certain goal and path
before and after each step in funnel (Left = step before,
Right = step after)
• Funnels show where enter and how go through process
o Show where you may lose would be customers
13. Goal Value
• Assign monetary value for non-ecommerce goals
• Example
o Sales team can close 10% of people who request to be
contacted
o Average Transaction is $500
o Assign $50 (i.e. 10% of $500) to your "Contact Us" goal
Image via http://risingsouthfoundation.com
14. Email and Campaign Tagging
• utm_source*: Identify as an advertiser (google,
citysearch, newsletter)
• utm_medium: Advertising medium (cpc, banner, email)
• utm_campaign: Campaign name (product, promo
code, or slogan)
• Optional campaign variables
o utm_term: Paid search keyword
o um_content: Use to track different versions of an ad
• Google URL Builder here:
• Example from recent Newsletter campaign we set up:
• http://www.sitename.com/news/in-the-
news.aspx/d=84/title=CP?utm_source=Newsletter&utm_medium=email&utm_ca
mpaign=9-15-09NL
18. Create Custom Report
• Decide what report should show
o Ex.Source and Keyword Performance Report
Dimensions - sources and keywords
Metrics - Pageviews, bounces, visits
19. Internal Site Search
Why set this up?
• Visitors use site search as a form of navigation
• Analyze internal search can help identify:
o Missing or hidden content
o Ineffective search results
o Keywords not previously identified for search campaigns
• Set up through Analytics account -> Edit profile
o Track Searching
o Perform search on the site you will track to see what part
of querystring identifies search
Ex. Google search = q, Ex. Yahoo search = p
• Search Terms Report
o Can compare metrics between internal search queries
o Useful for identifying new keywords
20. The Way Forward: Creating a Data driven Culture
• Inhouse practice vs Outsourcing
• Resource and Self Learning
o Google Analytics Essential Training at Linda.com
o Web Analytics an hour by Satish Kaushik
o Occam's Razor
o Webinars and Training Session in Bangalore done by
various organizations at Bangalore
• Take Away for the Next Campaigns
21. Takeaways for your Next Campaigns
All Digital Ads, Emails, Blogs and Referrals links to be
tagged using the Google URL Builder
• Specific Goals to be set up
• Use of Vanity URL’s
for that Campaign and put
for Press and TV
Monetary value for each
• SEO Optimization for
event/ Goal
the name of the
• Adwords Account to be
campaign
linked to the Google
• Use of PPC and PPI
Analytics account to check
for better visibility
for ROI and best Keywords
Weekly reports to be scheduled for Marketing
managers every Monday morning by the Agency.
