emory google analytics overview
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TRANSCRIPT
Who we are
Introduction
Justin Goodman• Google Analytics & Adwords
Individual Qualification• 10 years in Internet
Marketing• Forbes.com Contributor• Blogs Featured on SEOMoz• Speaker:
– Digital World Expo– International Association of
Business Communicators
• American Marketing Association Member
What you can expect, what you will learn, and why you are here.
Course Objective
Course Objective
• How to• What will be provided– Resources– Tools
• Terminologies• Glossary
Analytics
• What is Web Analytics–What is Google analytics
• Why do you have a website?• Building a website measurement
framework
• Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage.
-Web Analytics Association
(Now Digital Analytics Association)
What is Web Analytics
• "Analytics is the process of obtaining an optimal and realistic decision based on existing data."
-Stehpane Hamel
• “Study of online experience, in order to improve it
-Brian Clifton
What is Web Analytics
• Google Analytics (GA) is a service offered by Google that generates detailed statistics about a website's traffic and traffic sources and measures conversions and sales.
The product is aimed at marketers as opposed to webmasters and technologists from which the industry of web analytics originally grew. It is the most widely used website statistics service.
- Wikipedia
What is Google Analytics
Why do you have a website
• Exposure• Communication Portal• Promote yourself/ your services
Key Business Objective
Activity KPI Dimensions & Metrics
Activity KPI Dimensions & Metrics
Data Framework
Key Business Objective
Activity KPI Dimensions & Metrics
Activity KPI Dimensions & Metrics
Key Business Objective • This is the answer to the question: "Why does your website exist?“
• -Avinash Kaushik, Google Analytics Evangalist
Key Business Objective
Activity KPI Dimensions & Metrics
Activity KPI Dimensions & Metrics
Data Framework
Key Business Objective
Activity KPI Dimensions & Metrics
Activity KPI Dimensions & Metrics
Activity• The condition in which things are happening or being done.• A specific deed, action, function, or sphere of action
Key Business Objective
Activity KPI Dimensions & Metrics
Activity KPI Dimensions & Metrics
Data Framework
Key Business Objective
Activity KPI Dimensions & Metrics
Activity KPI Dimensions & Metrics
Key Performance Indicator• Measures that help you understand how you are doing against
your objectives. • -Avinash Kaushik
Key Business Objective
Activity KPI Dimensions & Metrics
Activity KPI Dimensions & Metrics
Data Framework
Key Business Objective
Activity KPI Dimensions & Metrics
Activity KPI Dimensions & Metrics
Dimension• A dimension is an descriptive attribute or characteristic of an object
that can be given different values.• Simply put, the labels, descriptive names, within reports
Valid Dimension and Metric Pairs in Google Analytics: http://bit.ly/GAdimensionandmetrics
Key Business Objective
Activity KPI Dimensions & Metrics
Activity KPI Dimensions & Metrics
Data Framework
Key Business Objective
Activity KPI Dimensions & Metrics
Activity KPI Dimensions & Metrics
Valid Dimension and Metric Pairs in Google Analytics: http://bit.ly/GAdimensionandmetrics
Metric• Metrics are individual elements of a dimension that can be measured
as a sum or a ratio. • Simply put, the numbers within reports
Increase New Ecommerce Sales
SEO
Increase Non-Branded Engaged New Visits by 5% ; 6 months
MetricsVisits
Bounce Rate
Dimensions
Organic
New Visit
Non-Brand
Increase Page 1 Visibility in Google Organic by 10%; 6 months
Metrics Organic Rank
Dimension Google
Conversion Rate Optimization
Increase Conversion Rate for Potential Customers by 10%; 6
months
MetricsConversion Rate
Bounce Rate
DimensionsNew visitor
Product Pages
Increase New Ecommerce Sales
SEO
Increase Non-Branded Engaged New Visits by 5% ; 6 months
MetricsVisits
Bounce Rate
Dimensions
Organic
New Visit
Non-Brand
Increase Page 1 Visibility in Google Organic by 10%; 6 months
Metrics Organic Rank
Dimension Google
Conversion Rate Optimization
Increase Conversion Rate for Potential Customers by 10%; 6
months
MetricsConversion Rate
Bounce Rate
DimensionsNew visitor
Product Pages
Data Framework Sample
Setting up Google Analytics
• Google Analytics Account Creation
• Tag Manager• Setting up Goals• Setting up Events
Google Analytics Account Creation
Google Analytics Account Creation
Google Analytics Account Creation
Google Analytics Account Creation
Google Analytics Account Creation
Google Analytics Account Creation
Default Code<script type="text/javascript">
var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-38684603-1']); _gaq.push(['_trackPageview']);
(function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })();
</script>
Subdomains Enabled<script type="text/javascript">
var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-38684603-1']); _gaq.push(['_setDomainName', 'sample-website.com']); _gaq.push(['_trackPageview']);
(function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })();
</script>
Multiple top Level Domains Enabled
<script type="text/javascript">
var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-38684603-1']); _gaq.push(['_setDomainName', 'sample-website.com']); _gaq.push(['_setAllowLinker', true]); _gaq.push(['_trackPageview']);
(function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })();
</script>
Multiple top Level Domains Enabled
<script type="text/javascript">
var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-38684603-1']); _gaq.push(['_trackPageview']);
(function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://' : 'http://') + 'stats.g.doubleclick.net/dc.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })();
</script>
Custom Campaign Tags
What is Campaign Tagging?• Used for Marketing Links pointing to your GA
tracked website• Used to track online advertising campaigns– Email Marketing– Display Advertising– Paid Search– Etc.
• Auto Tagging– Google paid search
It’s a necessary evil.Yes. Tagging.
• bit.ly/url-builder
Make Campaign Tagging Easier
Tagging a Link?Campaign Source (utm_source)
Required. Use utm_source to identify a search engine, newsletter name or other source. Example: utm_source=google
Campaign Medium (utm_medium)
Required. Use utm_medium to identify a medium such as email or cost-per- click. Example: utm_medium=cpc
Campaign Term (utm_term)
Used for paid search. Use utm_term to note the keywords for this ad. Example: utm_term=running+shoes
Campaign Content (utm_content)
Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL. Examples: utm_content=logolink orutm_content=textlink
Campaign Name (utm_campaign)
Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign. Example: utm_campaign=spring_sale
Should you cut your email marketing budget?
Conversion Breakdown
Organic
PPC
Social
0.00% 20.00% 40.00% 60.00% 80.00% 100.00%
Revenue Per Channel
Untagged Tagged
Goal Tracking
Goal Tracking
Goal Tracking
Goal Tracking
Goal Tracking
Goal Tracking
Event Tracking
Event Tracking
• category (required) - The name you supply for the group of objects you want to track.
• action (required) - A string that is uniquely paired with each category, and commonly used to define the type of user interaction for the web object.
• label (optional) - An optional string to provide additional dimensions to the event data.
• value (optional) - An integer that you can use to provide numerical data about the user event.
• non-interaction (optional) - A boolean that when set to true, indicates that the event hit will not be used in bounce-rate calculation.
Event Tracking Example<a href="#" onClick="_gaq.push(['_trackEvent', ‘Forms', ‘Submit', ‘Contact Form']);">Submit</a>
Tag Manager Account and Container Creation
Setting up an Account
Create New Account
Accept Terms
Get Code Snippet
Add Google Analytics Tag
Apply a Firing Rule to the tag
Create a Version
Preview & Debug
Publish
Add more Tags ( MAT Universal Tag)
Tag is Now Live
Adding additional tags
Name Tag and Select Tag Type
Add Code and Select Firing Rule
• Create Version• Preview and Debug• Publish
Next Steps
A Quick Introduction
Rules
Rules Setup
A Quick Introduction
Macros
Macros Setup
A Quick Introduction
User Settings
User Settings
Questions