Measuring your online success

Google AnalyticsMatt Young

• 86% of businesses who use analytics, use Google Analytics as their web metrics software

• But a staggering 82% of them are using Analytics incorrectly.

• (source: econsultancy)

How to start with Analytics

• Sign up – through Google Account• Copy given code into each page of

your site

Google Analytics

• Google’s statistics package• Tracks and records all data• Data is held anonymously

• Measure, analyse, compare and report

Orientation

Google Analytics

1. Who are your visitors?(Audience)

2. How did they find your site?

3. What did they do when they were on your site?

1. Who are your visitors?

• Profile your Audience (demographics)1. Visitor Numbers2. Their location3. Type of connection4. Type of browser5. Mobile devices?

• Audience section

Visitor numbers on timeline

Timeframe

Compare to past

(+2 days)

Visitor numbers Table

• Visits• Unique visitors• Pages per visit• Visit duration• Bounce rate

What’s a bounce rate?

• Bounce Rate is % of single page visits

• measure of visit quality • high Bounce Rate generally

indicates that site entrance (landing) pages aren’t relevant to your visitors

• OR keyword phrases aren’t optimised well enough

Add annotation

1. Audience overview > Visitor numbers

2. Audience> Demographic> Location

3. Audience> Demographic> Location> City

Type of connection

4. Type of browser

Audience > Technology > Browsers & OS

How many mobile users?

Audience > Mobile >Overview

MobileAudience > mobile >devices & compare to last year…

Discussion• Which audience figures will be good

KPIs for you?– Monthly visits– Bounce rate– Time on site– Pages per visit

• What’s your KPIs?• Number of new visitors – increasing

• Bounce rate – 20% - 50%• Ave time on site 1mins – 2:50mins

Other things in Admin• Add other users to access account

Admin >domain> users

Google Analytics

1. Who are your visitors?

2. How did they find your site?

3.What did they do when they were on your site?

How did they find your site?

Traffic Sources

3 types of traffic

• Direct – www.yourname.co.uk – People that know you– Print marketing campaign

(press/leaflet)• Referral

– From other sites (back links)– Email marketing campaign– webmail

• Search– Some people ALWAYS search– Major search engines – Google, Bing,

Yahoo, AOL

Direct

Referral sites

webmail

Links from websites

Referrals

• Are those sites we pay for doing what they should?

• Are email campaigns working?• Where am I getting the best

backlinking?• Social media indications

Search traffic

• What have people typed into Google

• People who know your brand • People who don’t• How can you find out?

• Audience > search >organic>• Not ‘search engine optimization’

Keyword phrases

brand

Non brand

Excluding brand names

Add to dashboard• Customize• Email• Export• Add to dashboard• Shortcut

Discussion

• What KPIs can I include from traffic sources?– % non brand related keywords and

length of time and bounce rate?– % referrals

New Social tracking• Identify high value networks and

content• track on-site and off-site user

interaction with your content, • tie it all back to your bottom line

revenue through goals and conversions.

Social network referrals

Google Analytics

1. Who are your visitors?

2. How did they find your site?

3.What did they do when they were on your site?

What did they do when they were on your site?

• What page do they land on?

• What’s your most popular page?

• How long do they stay on your site?• What routes do they

use?

Content overview

Top Landing pages

What page do they arrive on?

Content >site content >landing page

How long are they there?

Top exited pages

Content drilldown• Look at visitor flow instead

(audience)

• Don’t worry, we’re nearly done!

Visitor flow

Visitor flow - change variable

Social network

What routes do they use?

• In-Page analytics

• navigation summary – In page analytics

Content > In Page analytics

Show colour

Discussion• What KPI can I include for content?

– Increase landing pages for core content– Issues of any exit pages?