Google Analytics 101

“If you cannot measure it, you cannot improve it.”

Lord Kelvin

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Web Analytics Overview

Offsite Tools Onsite Tools

Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.

Web Analytics Overview

Offsite Tools- Opportunity; size of

your potential audience,

- Visibility; share of voice,

- Sentiments; buzz happening on the Internet

Onsite Tools- visitor’s onsite

journey- visitors drivers- website’s

performance

What is Google Analytics

Google Analytics is a free, hosted web analytics tool that can help you create more effective sites and increase ROI on marketing campaigns

What is Google Analytics

How  are  visitors  using  my  site?

How  can  I  make  my  marke5ng  campaigns  more  effec5ve  and  accountable?  

Am  I  crea5ng  effec5ve  content?

Where  and  why  are  shoppers  abandoning  my  shopping  cart?

How  do  I  improve  site  interac5on?

What is Google Analytics

ga.js

2004

2005

2007

urchin.js

Async

2009

Async

2011

Conventions

• GA = Google Analytics

• GATC = Google Analytics Tracking Code

• Cookie = Small text messages a web server transmits to a web browser so it can keep track of the user’s activity on a Website

• Google Session cookie = 30 minutes

Account setup

1.Create a Google account with business email2.Create GA account on

customername@yourname.com3.Add info@yourname.com as administrator4.Add email@customername.com as reviewer5.Install GATC on every pages

Account setup

Install GATC on every pagesBefore </head> HTML tag

<script type="text/javascript">  var _gaq = _gaq || [];  _gaq.push(['_setAccount', 'UA-XXXXX-X']);  _gaq.push(['_trackPageview']);

  (function() {    var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;    ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';    var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);  })();</script>

Account setup

Google Account

GA Account

Other Google

Services

Account 1 Account 2 Account 3

Profile 1 Profile 2 Profile 3

| Interface

Interface Navigation

Accounts Overview

Interface Navigation

Specific Account

Report Interface

Interface Features

Date Range Comparison

Interface Features

Multi-line Graphs

Interface Features

Narratives and Scorecards

Interface Features

Report Tabs

Interface Features

Quick Segmentation

Interface Features

Quick Segmentation

Interface Features

Report Views

| Reports

What Reports are Important

• Visitors

• Traffic Sources

• Content

• Goals

• Compare Time Periods

• Ecommerce (if applicable)

• Number of Visitors• Number of Pageviews• Pageviews per Visitor• Bounce Rate• New vs. Returning• Visitor Loyalty

–Number of Return Visits–Frequency/Recency of Visits

Visitors

Visitors

Traffic Sources

• Direct Traffic

• Refering Sites

• Search Engines–Paid vs Organic

–Keywords

–Adwords Integration

Traffic Sources

• Search Engines

• Referrals

• Campaign, Medium and Source

Content

• Top Pages

• In-Page Analytics

• Time on Page

• Exits from that Page

• Site Search

• Event Tracking

Goals

• Contact Forms

• Purchase funnel

• Newsletter Signups

Goals

• Configuration

Ecommerce

• Number of Sales

• Conversion Rate

• Average Sale Value

• Product Performance

• Visits until Purchase

• Days until Purchase

• Event Categories

• Event Actions

• Trending Events

Event Tracking

• Instal

<a href="#" onClick="_gaq.push(['_trackEvent', 'Videos', 'Play', 'My Video Title']);">Play</a>

<li class="subscription"><a href="en/subscribe.html" onclick="_gaq.push(['_trackEvent', 'Subscribe', 'Click', 'footer-link', ]);">Subscribe Now</a></li>

Event Tracking

• Event Categories

• Event Actions

• Trending Events

Site Search

Funnels

•Extension of Goals

•Predefined steps–Path to confirmation

•Track conversion process–See entry and exit

points throughout process

| Extend

Books

http://www.webanalytics20.com/ http://www.advanced-web-metrics.com

http://www.samuellavoie.comhttp://ca.linkedin.com/in/samuellavoie

Certifications

http://www.google.com/intl/en/analytics/partners.htmlhttp://www.google.com/support/conversionuniversity

http://www.samuellavoie.comhttp://ca.linkedin.com/in/samuellavoie

A tour of GA

• Dashboard

• Email + Export Reports

• Important Features

• Questions

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