Google Analytics - Advanced

Tuesday, December 7, 2010

Outline

•Goals

•Campaigns

•Segments

•Custom Reports

•Email Reports

•Intelligence

•Case Studies/Analyzing

Goals

“How you define success depends how you measure

success”

Why set up goals?

•Is your website successful?

•Fine tune design/content

•Focus resources

Possible goals

•Contact us

•RSVP to event

•Apply

•Donate

•Engagement

Goals in GA

•Metric that meets criteria

•Page view

•Time on site

•Pages per visit

Page View

•User visits a URL

•http://www.webproject.ualberta.ca/ContactUs.aspx

Time on site

•User spends specified amount of time on site

•> 2:00

•Understand how GA calculates time on page/site

Pages/Visit

•Specific number of pages a user must visit

•> 3

Possible goals

•Contact us URL

•RSVP to event URL

•Apply URL

•Donate URL

•Engagement Time on Site, Page/Visit

What goals will tell you

•Conversion rate

•Usability issues

•Important traffic sources/keywords

•What works: email, links, advertising, content

Setting up goals

Goal Reports

Conversion Rate

Campaigns

What is a campaign?

•Method to track traffic from multiple sources to your site (page)

Why use campaigns?

•See exactly where your traffic is coming from

•Compare results over time

•Test different content

•Learn how different mediums/content/sources contribute to goals

How it works

•Parameters attached to a URLhttp://www.ualberta.ca/?utm_source=homepage&utm_medium=web&utm_content=testing&utm_campaign=GASeminar

Parameters

•all use utm_paramName in the URL

•Source

•Medium

•Content

•Campaign Name

Source

•Source of traffic from this campaign. Examples: uofa homepage, email newsletter, poster.

Medium

•Medium used to get to site: email, web, print

Content

•Specific content of an ad, link, version of site. Content is valuable for segmenting and testing different messages – see which version of a call to action works better.

Campaign Name

•Name of campaign – if you are creating a campaign that will have many different links back to the website, the Campaign Name can be used to filter all the results.

Remember

•Campaign parameters are case sensitive

Setting up a campaign

Ingredients

•Plan your campaign

•Name (broad).... Content (fine)

•Google URL Builder

•http://bit.ly/GAUrlBuilder

•URL Shortening service

•bit.ly, tr.im, tinyurl.com

Create a campaign

•bit.ly/GAUrlBuilder

Campaign Reports

Segmenting

Why Segment

•Gain insight/understand traffic

•Understand trends

•Learn how pieces of your site compare and contribute

Examples

Custom Reports

Email Reports

Intelligence

Case Studies

Festival of Ideas

•Campaigns

•Goals

• Traffic Sources

•Custom Reports

Examples..

Goals

•Click “Purchase Tickets” button

•Overall & by Event

Campaign Name

•FestivalOfIdeas2010

Sources

•ualberta.ca

•Social Media

•Online advertising: Globe, Journal, Vue

•Word of Mouth

Mediums

•Web

•Email

Content

•Per tweet

•Per online ad

Reports

Public Health Sciences

•Goals

• Funnels

• Landing Pages

• Bounce Rate

• Segmentation

•Optimization

Examples...

Disclaimer...

Goals

•Preliminary Applications

•MSc

•PhD

Reports