introduction to web analytics
Post on 15-Apr-2017
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Agenda for the Web analytics sessions
Basics
• Importance• Overall view ( All tactics vis a vis in one place)• Site level (after platform level has been consumed)• What did the other 98% do • SEM managers, Product Managers, WA specialists use it the most
• Careers • MBA, Marketing, Stats, Analytical bent of mind• GA certificate
What does GA help to measure
What Does Web Analytics Measure?
• Visitors - WHOo Characteristics
Browser, new vs. return, location
• Traffic - WHEREo Origins
Keywords, refers, pages• Content – WHAT
o Effectiveness Bounce rate, paths,
navigation summary
Google Analytics collects your data based on 5 broad segments …Which give us over 80
primary reports, which can be further drilled down to over 1,000 unique reports.
Reported Segments
Graph• Day/week/month views• Compare 2 metrics• ‘Compare to site’• Compare date ranges• Highlight data point on
mouse-over
Data table• Overview of selected
component• 5 unique data views• Search box to
include/exclude specific data
• Easily compare performance to Site Avg.
Easily export/email a report• 4 format options, incl. PDF,
XML, CSV & TSV
Data Representation
Why is Web analytics an in-demand skill
Overall view ( All tactics vis a vis in one place)
Site level (after platform level has been consumed)
What did the other 98% do
SEM managers, Product Managers, WA specialists use it the most
But most businesses suck at knowing what to do with this ‘live’ data
Like BIG time
And that’s why Web Analytics is a‘much in demand’ skill.
Putting the GA code on your site and checking for it
https://support.google.com/analytics/answer/1008080?hl=en
Placing the analytics code
Some Basic Metrics
So… What are HITS?
A hit is a request to a web server for a file (web page, image, JavaScript, Cascading Style Sheet, etc.). When a web page is uploaded from a server the number of "hits" or "page hits" is equal to the number of files requested, therefore one page load does not always equal one hit because often pages are made up of other images and other files which stack up the number of hits counted. Because one page load does not equal one hit it is an inaccurate measure of a websites popularity or web traffic… Wikipedia
Important basics
Visitor gets determined based on Cookies
What data won't get through to Google Analytics? • Disabled Javascript• Blocked all cookies• Deleted Cookies
o comes up as new visitor though• Error in Javascript prior to analytics code • Mobile Devices can with no javascript enabled
• Visits - how many visits your site received (one person can visit site several times – it will count as several visits)
• Absolute Unique Visitors - how many people visited your site (one person can visit the site several times, but it will be just one visitor)
• Pageviews – how many pages were accessed by visitors (one visitor can view the same page 10 times; it will be 10 pageviews)
• Pages per Visit – on average, how many pages were viewed during each visit (a person visited the site twice; in the morning he viewed 2 pages, in the evening he viewed 4 pages – the average will be 3 pages per visit)
• Bounce Rate – % of visits that included only one page • Average time on site – average time each visit took• New Visitor – a visitor that have not visited the site before the
selected reporting period
Some other imp things before you head to reports
• Dimensions – Primary and Secondary• Segments – Existing and Customized• Add to Dashboard feature• Export any report
Wait.. Do you know what data to look out for ?
-What is ailing your business ?-What data your managers want ?
-What kind of improvement you want in short term and long term ?
-What were the recent initiatives that you want to be tracked
Case : Learning Catalyst
AUDIENCE
• How is traffic growing month on month ? Year on year • Is engagement improving • Locations : Which locations are responding well to campaigns ? Should
we start offices in other locations also ?• Browsers : Which ones are the main ones – which we need to
communicate to our designers • Visitors Flow : Are we helping people with what they want ?• Map Overlay : Not insight, but actual data of what has worked. Which geos
working for brand in organic search, Keyword trends so that you can make ad groups. Which geos – which sites are working for you so that you can do managed. What is doing well wrt to goals and e-commerce.
• % New visits : Take percentage and see. Does it relate to your ad campaigns. Too much of variation.
• ,
TRAFFIC SOURCES
• Keywords : Where can you NOT spend on SEM. Doing well for a relatively new business for Brand. SEO needs to be ramped up.
• Keywords : who are our unexpected heroes.• Direct Traffic : wrt to geos and cities• Referring Sites : wrt to geos and cities• Page Title : wrt keywords and sources
CONTENT
• Top Landing Pages : Compare with SEO keywords if intended.• Top Exit Pages : Analyze wrt sources for problem exit pages• In-page analytics : Very useful (example – is flash too big)
Case 2 : ICICI Lombard
Tracking campaigns
• Campaigns (electronic format) need to be “tagged” before they start• Campaigns (not electronic format, direct mail for example) need to have a
special “nice” URL; which itself need to be “tagged”
If campaign is not tagged before it is sent, it can not be tracked
Goals• Select page you want visitor to see to reach the goal
o Goal is usually Thank you or confirmation page Types of Goals
Thank you page on contact form PDF Download for White Paper Newsletter Signup Feed Subscriptions
• Set-up Goals undero Analytics Settings -> Profile Settings -> Conversion Goals and
Funnel Select up to 4 goals per profile
Set up duplicate profiles to add more goals o Enter URL of Goal Page
Ex. /Confirmation.aspx o Name the goal
• Funnel steps on next page
Image via www.headachecare.com
Funnel/Match Types• Funnels show where enter and how go through process
o Show where you may lose would be customers• Add URL of pages leading to goal page
o Name Steps (Ex. Select Contact Form)• Match Type
o Defines how google analytics identifies a goal/funnelo Match Types
Head Match /offer1/ (anything after / will still be counted)
Exact Match /offer1/signup.html
Regular expression match If you have multiple signup forms under one goal
(/.*/signup\.html /offer2/signup.html and /offer3/signup.html
Goal Value • Assign monetary value for non-ecommerce goals• Example
o Sales team can close 10% of people who request to be contacted
o Average Transaction is $500o Assign $50 (i.e. 10% of $500) to your "Contact Us" goal
Image via http://risingsouthfoundation.com
Funnel Visualization Report• Displays visual representation of certain goal and path before
and after each step in funnel (Left = step before, Right = step after)
• Goals -> Funnel Visualization
Creating User Accounts/Profiles• One login can have access to 25 accounts • Difference between Admins/Users
o Users are read only; restricted to specific profileso Admins can do everything (view all reports/edit account settings)
• Profiles typically per domaino set up for subdomainso setup for subset of data for one domaino set up reports for one domain where different users get different
access
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