Google Analytics Guide

GOOGLEANALYTICSA GUIDE TO TRACK THE SUCCESS OF A WEBSITE

TABLE OF CONTENTSI. WHAT IS GOOGLE ANALYTICS?

II. SETTING UP GOOGLE ANALYTICS

III. UNDERSTAND YOUR OBJECTIVES

IV. GOALS

V. SEGMENTATION

VI. USEFUL SOURCES

WHAT ISGOOGLEANALYTICS?

CHAPTER ONE

WHAT IS GOOGLE ANALYTICS?3

Google Analytics is a tool used to track the success of a website and provide insight on your digital

marketing strategy. Without analytics you cannot know if your efforts are being used efficiently or being

wasted.

This guide takes you through setting up your account and walks you through the most important features

of Google Analytics. We have also provided some useful resources at the bottom that we highly recom-

mend reading to better your understanding of Analytics as well as the role it plays in creating a powerful

digital marketing strategy.

SETTING UPGOOGLEANALYTICS

CHAPTER TWO

SETTING UP GOOGLE ANALYTICS5

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Go to http://www.google.com/analytics/

Click “Sign Up Now” and sign in with your Gmail account.

SETTING UP GOOGLE ANALYTICS6

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Follow the steps and agree to terms of service

SETTING UP GOOGLE ANALYTICS7

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Scroll down to the “Tracker Code”Copy & paste the code on its own line somewhere before the body tag “</body>”

It can also be placed in the header tag if your HTML code is limited

SETTING UP GOOGLE ANALYTICS8

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Return to Google an click the “continue” button. Click “check status” link.

You may have to wait a few minutesKeep trying until it says “tracking installed”

SETTING UP GOOGLE ANALYTICS9

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Watch the Google Analytics Interface Tutorial toget a walk-through of the main features of Google Analytics

http://www.youtube.com/watch?v=rHeKRvo6OhI

UNDERSTANDYOUROBJECTIVES

CHAPTER THREE

UNDERSTAND YOUR OBJECTIVES11

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Often we hear organizations say

This is true 99% of the time.However, they don’t know why it is so important.

For any website, there needs to be objectives in order to create and track the success of a website.

“We need a website!”

UNDERSTAND YOUR OBJECTIVES12

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Separately answer the question

“What do you hope to accomplishfor your non-profit by being on the web?”

UNDERSTAND YOUR OBJECTIVES12

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Doable Use D.U.M.B. to create 1-3 objectives

understandable manageable beneficialNote: Understanding your objectives is for your personal use and is not a part

of Google Analytics services.

CONVERTOBJECTIVESTO GOALS

CHAPTER FOUR

CONVERT OBJECTIVES TO GOALS15

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Using your objectives, create goals on Google Analytics. This lets you know how well your digital marketing strategy is working and lets you see how changes affect your objectives.

Two typical goals for an objective are one: to raise money for an organi-zation or two: encourage users to donate to their cause.

GOALS

CONVERT OBJECTIVES TO GOALS16

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1. Click “Edit” by the profile you wish to create goals for. a. Note: in the new Google Analytics you must click conversions then goals2. Click “Overview” and then set up goals3. Choose a goal type (URL Destination, Time on site, number of pages visited, or event) a. General Information i. Create Name for Goal ii. Choose Goal Type b. Goal Details i. Fill in the details ii. Create Goal Value: Goal values will provide numeric value to each conversion that can be used later on to see what pages on your website provide the most value.

c. Goal Funnel (URL destination only): If you want your views to follow a path that leads to a conversion you can set up a funnel with your goal that will let you know how well you designed your website to lead to a conversion.

Decide how much each goal conversion is worth

to your non-profit

SEGMENTATIONCHAPTER FIVE

Segmentation is the only way to fully understand who is coming to your website and how they are interacting on it. When looking at the data as a whole, each user is the same no matter where they came from to get to your site.

By segmenting your audience you can see who and where your most active users are and revise your digital strategy to increase conversions from these similarcustomer segments. The more detailed you make the segments the better you can focus your efforts and understand those segments.

SEGMENTATION18

SEGMENTATION19

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1. Select a profile that you wish to segment

2. Click on the setting image on the right hand side of the screen

3. Under the assets tab select Advanced Segments

4. Create new segment

a. Top Segments

i. Time on site: this segment is investing time to know your website

ii. Page Depth: this segments if actively exploring your website and looking

for more material

iii. Source: this segment shows how people interact when they come from

different sources such as search engines or other websites

iv. Region: this segment dictates how are people in a certain geographical

areas using your website

b. Combining segments will further help you understand your customer segments

5. Adjust digital strategy and start process over

USEFULSOURCES

CHAPTER SIX

USEFUL SOURCES21

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Set UpVideo: http://www.youtube.com/watch?v=v8p5kSNijzw

Goal set upVideo: http://www.youtube.com/watch?v=ZDNkXdOuhBc

Segmentationhttp://www.kaushik.net/avinash/web-analytics-segments-three-category-recommendations/

GeneralBeginners Guide: http://www.kaushik.net/avinash/beginners-guide-web-data-

analysis-ten-steps-tips-best-practices/

Analytics 101: http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/