Google Analytics What is Web Analytics? “Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding

By: Rafael Chemtob

Google Analytics

What is Web Analytics?

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

Web analytics is not just a tool for measuring website traffic but can be used as a tool for business research and market research, as well as a means to determine and improve upon the effectiveness of a web site. It helps one to estimate how traffic to a website changes after the launch of a new advertising campaign. Web analytics provides information about the number of visitors to a website and the number of page views. It helps gauge traffic and popularity trends which is useful for market research.”

* Wikipedia

Why use web analytics?

“If you can’t measure it, you can’t manage it! ”

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What are the different choices in web analytics?

Other analytics packages:

1. eLogic2. Shiny Stat3. Site Meter4. Stat Counter5. W3 Counter More……….

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Google Analytics – Setting up an account

1. Setting up a Google Account – search “Google Account”2. Navigate to Google.com/analytics

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Google Analytics – Setting up an account (continued…)

- Enter general website information

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- Enter website profile information

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- Copy and Install Tracking Codes:

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- Ecommerce (Where applicable):

Please visit http://code.google.com/apis/analytics/docs/tracking/gaTrackingEcommerce.html for eCommerce integration

http://code.google.com/apis/analytics/docs/tracking/gaTrackingEcommerce.html



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Google Analytics – Understanding the User Interface (UI)

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Google Analytics – Home Tab

- Real-Time offers a unique look of what’s currently occurring on the website- Locations shows the location of the current users on the website- Traffic Source shows where these users came from- Content shows which pages these users are interacting on

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Google Analytics – Understanding the User Interface (UI)

Audience: data includes Demographics (location, language, etc.), New vs. Returning, Technology (Browser information, Windows/Mac), Mobile (type of mobile device, etc.)

Advertising: Link to Adwords

Traffic Sources: Sources of traffic, separation between paid and unpaid traffic

Content: Overview page usage, site speed, entrance and exit pages, bounce pages.

Conversion: Goal information, funnels, financial (revenues), product performance, multi-channel Funnels, etc.

Help Center

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Google Analytics – Traffic Sources

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Google Analytics – Traffic Sources

Search Traffic Report – This report lets you see a breakdown of organic vs. paid search traffic (Traffic Type), along with the search engines, keywords, and campaigns (Source) that are sending traffic.

Direct Traffic Report – The information in this report lets you see which of your URLs are the most popular destinations for direct traffic: which URLs people can easily remember (e.g., google.com), which addresses appear most often in auto-completion, or which of your pages are bookmarked the most.

Referral Traffic Report - The information in this report lets you see which domains (and pages in those domains) are referring traffic to your site, how much traffic they're referring, which landing pages are the most popular referral destinations, and the extent to which those referred visitors interact with your site.

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Google Analytics – Organizing Traffic Sources

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Google Analytics – Traffic Sources (Understanding UTM Variables)- Organizing traffic by classification (IE. Paid Search, Affiliates, Email, etc.)

- Google Analytics allows traffic to be ‘tagged’ using UTM variables.

Slickdeals.net Paid Click www.MySite.Com

www.MySite.com?utm_source=AFF&utm_medium=CPA&utm_campaign=Slickdeals.net

Most Common UTM Tags- utm_source = traffic source- utm_medium = delivery method- utm_campaign = name to help you keep track of different campaigns- utm_term = used to identify keywords- utm_content = used for split testing or separating 2 ads that go to the

same URL* To create the URL just add a "?" at the end of the URL and then an "&" between each one of the terms

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Google Analytics – Organizing Traffic Sources

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Google Analytics – Introduction to Filters

Filters allow you to limit and modify the traffic data that is included in a profile. For example, you can use filters to exclude traffic from particular IP addresses, focus on a specific subdomain or directory, or convert dynamic page URLs into readable text strings. Always use filters with a new profile.

Predefined filters:Exclude/Include only traffic from the domains: use this filter to exclude/include only traffic from a specific domain, such as an ISP or company network.

Exclude/Include only traffic from the IP addresses: use this filter to exclude/include only clicks from certain sources. You can enter a single IP address, or a range of addresses.

Exclude/Include only traffic to the subdirectories: use this filter to exclude/include only traffic to a particular subdirectory (such as www.example.com/motorcycles).

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Google Analytics – Custom FiltersExclude Pattern: This type of filter excludes log file lines (hits) that match the Filter Pattern. Matching lines are ignored in their entirety; for example, a filter that excludes Netscape also excludes all other information in that log line, such as visitor, path, referral, and domain information.

Include Pattern: This type of filter includes log file lines (hits) that match the Filter Pattern. All non-matching hits are ignored and any data in non-matching hits is unavailable to the reports.

Lowercase / Uppercase: Converts the contents of the field into all uppercase or all lowercase characters. These filters only affect letters, and do not affect special characters or numbers.

Search & Replace: This is a simple filter that you can use to search for a pattern within a field and replace the found pattern with an alternate form.

Advanced: This type of filter allows you to build a field from one or two other fields. The filtering engine applies the expressions in the two Extract fields to the specified fields and then constructs a third field using the Constructor expression.

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Google Analytics – Filters (continued…)

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Walk through an advanced filter entry.

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Google Analytics – eCommerce

** Attribution **

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Google Analytics – eCommerce (Attribution)

Google Analytics attributes goals and revenue to the first click of the last session.

Session: A session is initiated when a user lands on your site. A new session is created when:• More than 30 minutes have elapsed between pageviews for a single

visitor.• At the end of a day.• When any traffic source value for the user changes. Traffic source

information includes:utm_source, utm_medium, utm_term, utm_content, utm_id,

utm_campaign, and gclid.

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Google Analytics – eCommerce (Multi-Channel Attribution)

- An ad is clicked, a purchase is made: Not so simple

When a customer buys or converts on your site, most conversion tracking tools credit the most recent link or ad clicked. In reality though, customers research, compare and make purchase decisions via multiple touch points across multiple channels. So marketers that measure return solely on the last channel that a customer touches before conversion are getting an incomplete picture, and potentially missing out on important opportunities to reach their customers.

Multi-Channel Funnels reports are generated from conversion paths, the sequences of interactions (i.e. clicks/referrals from channels) during the 30 days that led up to each conversion and transaction. The conversion paths are collected via the Google Analytics visitor cookie which records interactions by the same browser and machine. The Multi-Channel Funnels data combines the Google Analytics conversion data with the sequence of interactions captured in the visitor cookie.

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Assisted Conversion Report

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The Assisted Conversions ReportThis report shows how many conversions were assisted by each channel (Assisted Conversions), how many were completed by each channel (Last Interaction Conversions), and value of these conversions (Assisted Conversion Value and Last Interaction Conversion Value). The ratio of Assisted/Last Interaction Conversions shows whether the channel primarily assisted conversions (values of 1.5 and higher) or completed conversions (values approaching 0).

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End of Session 1

Q&A

Stretch time

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Google Analytics – Content Walkthrough

Content Overview provides an at-a-glance overview of the key pageview metrics for your site

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Google Analytics – Landing Pages

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Google Analytics – Navigational Summary

Navigation Summary allows you to trace the path of users from specific pages on your site. Using ‘advanced segmentation’, you can narrow down the traffic criteria.

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Google Analytics – Advanced Segmentation

A segment is a subset of your data. Usually, it refers to a subset of visitors whose behavior you would like to see and analyze. For instance, usually you are looking at all visits to your site. You may want to analyze only the "Paid Traffic" or "Visits with Conversions" or "Organic traffic" segments and even compare these segments side by side in reports. Advanced Segmentation allows you to isolate and analyze these subsets of your traffic.

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Google Analytics – Advanced Segmentation

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Google Analytics – Create a Custom Advanced Segmentation

Advanced Segments can be created using any analytics variable permutations:

Examples:1- Traffic with Conversions

2- Paid Traffic with Conversions

3. Traffic from a keyword that converted or achieved a goal

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Walk through an Advanced Segmentation Entry

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Google Analytics – Understanding Goals, Funnels, and Events

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Analytics offers four kinds of goals for different types of conversions:URL DestinationThe conversion occurs because a specific page (or virtual page) is viewed by the visitor. For example, if you have a lead-generation website that presents a page that thanks the user for sending contact requests, you could set the URL to/sales/thankyouforcontactingus.html.Time on SiteThe conversion occurs after a specific period of time has elapsed for the visit. For example, you could use this type of goal to determine how many visitors stay longer than two minutes on your newly redesigned shopping page.Pages/VisitThe conversion occurs after a defined number of pages have been viewed for the visit. You could use this type of goal when you anticipate visitors to view a set of 3 pages minimum, for example.EventThe conversion occurs because an action has been triggered on an event. In order to set this kind of goal, you must first set up event tracking on your site with at least one named Event category.

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Event tracking allows you to track and measure user activity separately from pageviewsExamples:• Any Flash-driven element, like a Flash website, or a Flash Movie player• Embedded AJAX page elements• Page gadgets• File downloads• Load times for data

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Event ComponentsCategory: A category is the root level of event tracking and is the base level for sorting your events. Some example categories are "Videos" and "Downloads".

Action: An action is a descriptor for a particular event. Typical examples include clicking the Play or Stop buttons for a video. However, actions can be described by any string you specify. You can, for example, have an action called Video almost finished that triggers when the play-back slider on a video reaches the 90% mark.

Label: A label is an optional descriptor that you can use to provide further granularity to your event tracking. You can specify any string for a label.

Value: A value is a numerical variable that you can assign to any event that you've assigned to a category. You can have explicit values, such as "30", or inferred values based variables you define elsewhere, such as "downloadTime".

Implicit Count: The implicit count is a count of the number of interactions with an event category.

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Google Analytics – Event Example

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The Funnel Visualization ReportThis report shows where visitors enter and abandon the funnel for the goal you have selected. Shown within each box is the number and percentage of visitors who continued during each step. The boxes on the right hand side show how many people abandoned each step and where they went. The boxes on the left show how people arrived into the funnel and where they came from.

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To create a goal and funnel, go to setup and click on Profiles Goals URL Destination

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Google Analytics – Annotations

Annotations allow you to create personalized notes in your analytics. Now, no more wracking your brain for (or reanalyzing) that incredible peak in traffic last August or that dip in your goal conversions the month before. Instead, you merely write a note in your analytics when something unusual happens. Examples: “New Site Launched.” “Fall AdWords campaign began.” “New blogpost retweeted and retweeted.”

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Google Analytics – Annotations

How annotations look in GA reports

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Google Analytics – Helpful Resources

Analytics Help

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Google Analytics – Takeaways

1. Tag all traffic.

2. Always leave an unfiltered profile for backup.

3. Setup multiple funnels to understand how visitors are interacting with specific parts of your site.

4. Data is great, too much data is overwhelming.

5. Annotate

6. Learn how to use “HELP”

7. Test, measure, adjust…… repeat…

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Q&A

[email protected]

Documents

Google Analytics What is Web Analytics? “Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding