Google Analytics 101: 5 Reports To Get You Started

ad:tech SG 2009 - Measuring For Success

Measuring For Success

Jereme Wong

Chief Operating Officer, clickTRUE Pte Ltd

Introduction to Google Analytics and 5 Reports to Get You Started

Monday, June 15, 2009

ad:tech SG - Measuring For Success

About clickTRUE• clickTRUE Pte Ltd, subsidiary of SPH Magazines, is a Pay Per

Performance online marketing company with Search and Social Media Marketing at its core.

• We offer both Technology and Online Marketing services to help build our clients’ brands online.

3

“We are the people who founded Hardware Zone and we

understand the complexity of building and growing an online

brand like no one else.”

http://www.clicktrue.biz




http://www.clicktrue.biz/?utm_source=slideshare&utm_medium=banner&utm_campaign=adtechppt_jereme100609



Key Themes 1.Introduction

•Web Analytics

2.Google Analytics•Overview and Features•How Google Analytics Works

3.Measuring for Success•Site Bounce Rate•Site Content Popularity•Finding your High-Value Landing Pages•Top Referring Sites •Top Key Phrases from Search Engines

4.Get Started!





Importance of Web Analytics Where are these people coming from? How are they finding your site? How are they interacting with your site?

Web Analytics is the study of the behaviour of your site’s visitors. Measure your marketing efforts Optimizing your website’s performance Make informed site design and content decisions



Typical Decisions With Analytics

Observation Action

Blog visitors show different behavioural patterns from potential customers

Segment these visitors to view the difference

Goal conversions are higher for foreign language visitors than for those with US-English

Investigate the potential for conducting business in additional languages

Internal site search is being actively used by 70% of visitors. However, conversion are lower for this segment.

Investigate the quality of site search results.

Forum visitors are driving goal conversions (PDF downloads), but it is paid-search visitors who are driving transactions.

Acquire more forum visitors to drive branding, reach, and goal conversions. Acquire more paid-search visitors to provide further revenue growth.



Web Analytics Technologies Server log file analysis: involves the reading of log files on a server in

order to collect analytics data Page tagging: involves the placement of code on a page in order to

track analytics data



Web Analytics SolutionsAnalytic solutions can be provided both as Software as a Service (SaaS) and as a licensed software.



Web Analytics SolutionsAnalytic solutions can be provided both as Software as a Service (SaaS) and as a licensed software.

Web analytics are just tools. There is still a need for report analysis.



Google AnalyticsOverview and Features



Providing Answers to Difficult Questions

Where do I lose visitors to my site?

How can I get morequality traffic?

Which marketing initiativesare the most effective?

Where are my sales coming from?

What do people do while on my site?

What keywords do peopleuse to find my site?



Google Analytics Google Analytics is a free, web analytics tool hosted by Google. Developed from Urchin Software Corp's analytics system --

Urchin on Demand Google Analytics is implemented by including what is known as a

"page tag“, referred to as the Google Analytics Tracking Code (GATC)

Works only with websites which have a fully qualified domain name

How the GATC looks like



How Google Analytics Works



Access to Rich Reports Visitors

Visitor information such as loyalty, language, and location

Traffic Sources Natural and paid sources of traffic;

includes AdWords reports

Content Pages viewed

Goals Conversion rates and goal paths

Ecommerce (if enabled) Commerce tracking, visitor loyalty,

revenue sources, and product-specific information



Measuring For Success5 Essential Reports to Get You Started



Bounce Rate Defined as: The percentage of website visitors who see just one page on your site, or

stayed on the site for a small amount of time (usually five seconds or less). Use this metric to measure visit quality. High bounce rate indicates that site entrance pages aren't relevant to your

visitors.

Visitors >Visitor Trending > Bounce Rate



Bounce Rate Defined as: The percentage of website visitors who see just one page on your site, or

stayed on the site for a small amount of time (usually five seconds or less). Use this metric to measure visit quality. High bounce rate indicates that site entrance pages aren't relevant to your

visitors.

Visitors >Visitor Trending > Bounce RateTip: If you are running paid search campaign, bounce rate at the page level is a quick way to gauge effectiveness of the ad campaign.



Site Content Popularity Are visitors looking at the content that you'd expect them to look at? Top Content report is a good place to start testing.

Content > Top Content

Page Views: This is the total number of page views for the specified date range.

Unique Page Views: This is the number of page views out of the total coming from new visitors to the site.

Time on Page: This is the average time the user spent looking at the page.

Bounce Rate: This is the percentage of people who see just one page and left.

% Exit: This is the percentage of users who exit the site after viewing the page.



Site Content Popularity Are visitors looking at the content that you'd expect them to look at? Top Content report is a good place to start testing.

Content > Top Content

Page Views: This is the total number of page views for the specified date range.

Unique Page Views: This is the number of page views out of the total coming from new visitors to the site.

Time on Page: This is the average time the user spent looking at the page.

Bounce Rate: This is the percentage of people who see just one page and left.

% Exit: This is the percentage of users who exit the site after viewing the page.

Tip: 90% of website owners are always spending most of their time in perfecting the home page. In reality around half or less of the site traffic sees the home page. Do you know what this number is for you?



Content >Top Landing Pages (Comparison Chart)

Finding Your High-Value Landing Pages Landing pages are key pages to optimize because they are your visitors' first

(and often last) impression of your website. Top Landing Pages report shows a list of top landing pages ordered by the

number of entrances on the left.



Content >Top Landing Pages (Comparison Chart)

Finding Your High-Value Landing Pages Landing pages are key pages to optimize because they are your visitors' first

(and often last) impression of your website. Top Landing Pages report shows a list of top landing pages ordered by the

number of entrances on the left.

Tip: Pages with a high number of Entrances and a high bounce rate (red bar) are good candidates for optimization.



Top Referring Sites Quick snapshot of your most valuable and effective links. Top Referring Sites report indicate websites that sends visitors to your site.

Traffic Sources > Referring Sites



Top Referring Sites Quick snapshot of your most valuable and effective links. Top Referring Sites report indicate websites that sends visitors to your site.

Traffic Sources > Referring SitesTip: Do a drill down to Referral Path in order to understand which exact links are giving you quality visitors or conversions.



Top Key Phrases from Search Engines Understanding what people are actually searching for versus what you think

they are searching for. From Keywords report, you can also infer Content Engagement using Pages/Visit

and Avg. Time on Site.

Traffic Sources > Keywords






Traffic Sources > KeywordsTraffic Sources > Keywords (Goal Conversion/ Comparison)






Traffic Sources > KeywordsTraffic Sources > Keywords (Goal Conversion/ Comparison)

Tip: Use Google’s Search-based Keyword Tool to find keywords not currently in your marketing campaign.



Get Started! Web Analytics is a MUST. Try Google Analytics, it’s free and easy to setup. Learn how to interpret your data. Set your GOALS. Start testing.

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e: [email protected] | w: www.clicktrue.biz

Measure it, Better it.


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ad:tech SG 2009 - Measuring For Success

Thank you.

www.clicktrue.biz

@jeremewong@clicktrue






