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Presented BY :Kartik 2K13A40Pranav 2K13A69Neeraj 2K13A63

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INTRODUCTION

Google Analytics is an analytics tool, hosted by Google, which provides you with insight into your website activity, providing you with information to allow you to make informed decisions on your website performance, design and conversion.

Websites and web activity can be accurately measured to provide much greater insight about your site.

It allows you to answer questions such as:

• Is my site content working/ Interesting?

• Are customers dropping out from my checkout? If so where are they going?

• Is my online marketing working?

• Do PPC (Pay per Click) visits convert more than e-mail visits

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Google Analytics Features

Some of the basic features included in Google Analytics include:

• Map Overlay - helps you understand how to best target campaigns by geographic region.

• Ad Words Integration - which makes it easy to track Pay per click Ad Words campaigns and allows you to use Google Analytics from your Ad Words interface.

• Internal Site Search - allows you to track how people use the search box on your site. This information can be used to set search synonyms on the site, or to feed back product requests to the Buying Team.

• Funnel Visualisation - so that you can optimise your checkout and conversion click-paths (i.e. make your checkout easier to use to stop you losing sales).

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BASIC

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Visits

A visit to your site is when the Google Analytics tracking code is triggered on a user’s entrance to the site. Everything they then do on your site is tracked within that visit, until they leave or the session expires (after 30 minutes of inactivity).

New and Returning VisitsThrough the use of cookies, Google Analytics will know if a user has

been to your site on that browser before – and if so, will track them as a Returning Visit. If no information is available in the cookies, the visitor is tracked as a New Visit. If the cookie that tracks this has expired or been deleted then the visit will be classed as New. Furthermore, a user using a different browser or computer for another visit will initially be tracked as a New Visit, as cookies are held within individual browsers rather than across the whole computer or tied to the user magically.

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Visitors

The number of visitors will always be lower than the number of visits to a site, this is because some visitors will visit more than once. A visitor will be New and then Returning, but as above, if a visitor comes to the site from another computer or browser they will be seen as a different visitor.

Bounce Rate• A confusing aspect for many people, simply put, a ‘Bounce’ is a

visit to your site that exits having only looked at one page. The ‘Bounce Rate’ is the percentage of visits that only viewed one page before leaving the site.

• Ideally you want your Bounce Rate to be as low as possible, as that shows that users are engaging with your site. Depending on the type of site a typical Bounce Rate could be between 30% and 50%. Sites such as blogs will often see a higher Bounce Rate as many people only come to the site to read a post they have heard about, when they enter the site on that post and exit having finished reading it they count as a Bounce.

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Page views

A page view is a view of a page, simple huh? But think about how you navigate websites – do you often go to the same page several times while moving around? This means you are triggering multiple page views of the same page in a single session, which is why Google Analytics offers you an extra statistic: Unique Page views. Unique Page views are the number of visitors to a page, rather than the number of visits to that page

Pages Per VisitThis is how many pages a visitor makes in one visit. This data is

used in the Depth of Visit report that shows you how deep most visits to your site are, taking deepness as the more pages you visit the deeper your visit is.

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Traffic Sources

Traffics sources show you where on the internet your website traffic comes from. This also makes it possible to separate and compare these traffic sources or channels against one another and against other metrics (such as sales), to show which source sends the best quality traffic.

• Direct traffic occurs when a user accesses your site by typing the URL or web address directly into their browser. This also includes those people who have Bookmarked your web address.

• Search Engine traffic indicates any visitors who have clicked on search results on any search engine results page (Google/ Bing/ Yahoo). Search Engine traffic includes both paid and organic search.

• Referring Sites are any sites that send traffic to your site. These could be banner ads or links featured on blogs, affiliates, or any site that links to your site.

The All Traffic Sources report is particularly helpful because you can identify your top performing sources, regardless of whether they are search engines or sites.

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Content

This refers to the pages of your website. Within the Content Reports in Google Analytics you can find out how many times your pages have been seen, how many have had unique views, the bounce rate, how users got to each page and even which links were clicked most on each page. Useful reports here are include Top Landing Pages (which pages people enter the site on) and Top Content (the most viewed pages).

Funnels• Defining a funnel is valuable because it allows you to see

where visitors enter and drop out the conversion process.

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Google Analytics Goals

• A goal is just that- a goal, an activity or an interaction that you want a user to achieve on your website. Typically this can be that you want the user to contact you, to make a purchase, to register/ sign up or to book an appointment.

There are three ways in which you can define a goal in GA:

• URL Destination goal is a page that visitors see once they have completed an activity. For an account sign-up, this might be the “Thank You for signing up” page. For a purchase, this might be the receipt page. A URL Destination goal triggers a conversion when a visitor views the page you’ve specified.

• A Time on Site goal is a time threshold that you define. When a visitor spends more or less time on your site than the threshold you specify, a conversion is triggered.

• Pages per Visit goal allows you to define a pages viewed threshold. When a visitor views more pages --or fewer pages --than the threshold you’ve set, a conversion is triggered.

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Types of Google analytics

• Technical configuration: This process involves setting up the

tracking code correctly, configuring the profile, getting all

your RegEx correct, etc.

• Functional configuration: The functional configuration is a

process where we make sure Google Analytics is supplying

the data needed to make business decisions

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Function

Google Analytics is implemented with "page tags". A page tag, in this case called the Google Analytics Tracking Code is a snippet of JavaScript code that the website owner adds to every page of the website. The tracking code runs in the client browser when the client browses the page (if JavaScript is enabled in the browser) and collects visitor data and sends it to a Google data collection server as part of a request for a web beacon.

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Google Analytics Interface

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