google analytics introduction & user training sf sv2-us

www.ivantage.co.uk

1

Analytics: Introduction & User Training

Presentation to J P MorganGlobal Equity Derivatives Group

Matt TrimmerPrincipal Consultant & Managing Director

Username: Password: Slides:

http://www.slideshare.net/ivantage

1Wednesday, 30 June 2010



www.ivantage.co.uk

2

Timings and housekeeping Start 09:30 Break 11:00-11:15 Lunch 12:30-13:30 Break 15:15-15:30 Wrap-up 17:00

Nearest fire exit Toilets Water, coffee, and refreshments


www.ivantage.co.uk

3

Course Overview Session 1 – The Google Analytics reporting interface

Accessing Google Analytics

The Google Analytics Dashboard

Editing your Dashboard

E-mailing your Dashboard

E-mailing your Dashboard to colleagues

E-mailing your Dashboard in accordance with a schedule

Exporting your Dashboard

E-mailing and exporting reports

Understanding Google Analytics graphs, graphing options, date range and 3Wednesday, 30 June 2010

www.ivantage.co.uk

4

Course Overview Session 2 – Tasks, Goals and Funnels

What is possible with Web Analytics?

What is possible with GA?

Google Analytics and your website’s Goals

Configuring a basic Goal

Placing a value on a Goal

The $index value

Key Performance Indicators (KPIs) and your site

Google Analytics and Key Performance Indicators (KPIs)


www.ivantage.co.uk

5

Course Overview Session 3 – Visits, visitors, traffic and website campaigns

How does GA measure visitors

The ‘Visitors’ report suite

Using, building and applying ‘Advanced Segments’

Reporting on your marketing campaigns

The ‘Traffic Sources’ report suite

Tagging Google Adwords

Tagging other PPC campaigns

Tagging e-mail campaigns

Tagging display advertising

Tagging off-line advertising

When not to tag campaigns


www.ivantage.co.uk

6

Course Overview Session 4 – Interaction and website content

Reporting on what users are doing on your site

The ‘Content’ and ‘Goals’ report suites

Reporting on what users are searching for on your site

The ‘Site Search’ tool

Reporting on what users are interacting with on your site

The ‘Site Overlay’ tool

The ‘Event Tracking’ module

Creating ‘Custom Reports’


www.ivantage.co.uk

7

Introductions First

Me (Matt Trimmer) & ivantage overview In a moment

You Your role Your department/website/website area Your objectives for attending today


www.ivantage.co.uk

8

Me Founder, Principal Consultant and Managing

Director of ivantage Love the Internet, 23 years IT, technical

experience, 14 years Internet One of 15 Google Accredited Seminar Leaders

Globally


www.ivantage.co.uk

9

About ivantage

Established in 2002 Independent 36rd Ranked UK Agency according to New Media Age

rankings Only agency in UK with these three Google certifications


www.ivantage.co.uk

10

Urchin and Google, March 28th 2005

Urchin on Demand > Google Analytics Urchin Software > Urchin Software from Google


www.ivantage.co.uk

11

What we do We help grow online businesses by

Generating web site traffic through Paid Search (PPC) Natural Search (SEO) Social media marketing Display advertising E-mail marketing

Analyzing web site traffic using Web Analytics to accurately analyse how visitors find and interact with

websites Converting web site traffic using

Conversion Rate Optimisation to convert visitors into customers or clients


www.ivantage.co.uk

12

How we do it We help grow online businesses by generating, analyzing and

converting web site traffic: Using bright, well-trained people who are passionate about what they do Finding, harnessing and deploying innovative, affordable Internet marketing

technology Planning and executing intelligent campaigns that deliver measurable

results Seeking to continually improve return on client marketing spend Ensuring high standards of service and client care Building strong, enduring client relationships Innovating to add additional value to client relationships Following ethical business and technical practices

Delivered through Professional services Training


www.ivantage.co.uk

13

Our vision

To be the Internet’s leading performance-driven Internet marketing agency


www.ivantage.co.uk

14

Professional services

Traffic generation Search Engine Marketing

Paid search – PPC PfP Manage SMA Manage

Natural Search – SEO SEO Manage SMO Manage

Display Advertising

PfP Manage Email Marketing

Email Manage Traffic analysis

Web analytics implementation Accelerator services

Web analytics interpretation Insight services

Web analytics support

Trouble Shooter services Traffic conversion

Conversion optimisation

Landing Page Optimisation Post-Click Optimisation A/B and Multivariate testing Voice of Customer Analytics


www.ivantage.co.uk

15

Training (Public or private on-site) Google Analytics

Google Analytics: Introduction & User Training Google Analytics: Advanced Technical Implementation

Google Adwords Google AdWords 101: Introduction & Fundamentals Google AdWords 201: Optimizing your Campaign Google AdWords 301 & 302: Advanced Adwords Management and Optimization

Google Website Optimizer Google Website Optimizer: Introduction to landing page optimisation

Urchin Software from Google Urchin Software: Introduction & User Training Urchin Software: Advanced Technical Implementation Urchin Software: Developing Custom Reports

Search Engine Optimisation (SEO) SEO: Strategy and on-page fundamentals SEO: Link building and Social Media Optimisation

Social Media Marketing SMM: Strategy and SMM & SMO fundamentals SMM: Social Media Optimisation


www.ivantage.co.uk

16

Who we do it for – multi-channel retail


www.ivantage.co.uk

17

Who we do it for – business to business


www.ivantage.co.uk

18

Who we do it for – Non-Governmental Organisations and Governmental Organisations


www.ivantage.co.uk

19

Introductions – your turn!

You Your role Your department/website/website area Your objectives for attending today


www.ivantage.co.uk

20

How many ways are there to access GA? Three


www.ivantage.co.uk

21

Accessing Google Analytics Available at

http://google.co.uk/analytics or Via Google Account or Via Google Adwords


http://google.co.uk/analytics


www.ivantage.co.uk

22

Exercise Log in to Google Analytics at http://google.co.uk/

analytics How are you accessing GA? Are you using your own email address?






www.ivantage.co.uk

23

Note Don’t share a log-in with

colleagues! Don’t use a generic team-based log

in! Security and confidentially issue GA has four “personal” features

Dashboards Advanced Segments Custom Reports Emailing reports


www.ivantage.co.uk

24

Exercise Go to Analytics Settings > User

Manager What observations would you make

about your list of users?


www.ivantage.co.uk

25

Why a Google Account? Personality attached to a email address of your choice Not related to Gmail or Google Mail Central access to all Google services

Single-sign on Customise pages More relevant search results


www.ivantage.co.uk

26

Note All GA users must have a Google Account GA Administrator also needs to add Google

Account to GA Don’t allow users to access with personal

email addresses Gmail, Hotmail, etc Security and confidentially issue

Ensure users use their correct (not aliased) corporate email addresses


www.ivantage.co.uk

27

Exercise – if you are not accessing GA Go to google.co.uk Search for “google account” Select “Create an Account now” Complete the form Verify the email when you next can Use this account from now on


www.ivantage.co.uk

28

How to get a Google Account


www.ivantage.co.uk

29

Accessing a GA Account


www.ivantage.co.uk

30

Exercises – editing and e-mailing your Delete reports from your dashboard Email it to your self Email it to a colleague Set-up an e-mail schedule Set-up a second e-mail schedule

With date comparison Delete one schedule

Managed scheduled emails


www.ivantage.co.uk

31

Exercises – exporting your dashboard and Export your dashboard to PDF Export All Traffic Sources to csv for

Excel Export Visitors Overview to TSV Email All Traffic Sources to a

colleague Export Visitors Overview to a

colleague every week with a date comparison


www.ivantage.co.uk

32

Exercises – understanding graphs Change the Visits plot metric to Pageviews on

your dashboard Change the Visits plot metric to % New Visits on

your dashboard Compare Visits with % New Visits Look at the Ave. Time on Site for the last

calendar month Look at the Ave. Time on Site for the week 2 of

last calendar month Compare the month just gone with the same

month last year Compare the Ave. Time on Site for the week 2 of

last calendar month with week 2 of the month before


www.ivantage.co.uk

33

Break time


www.ivantage.co.uk

34

What’s possible with Web Analytics How visitors found your web site What visitors are doing on your web site Not WHY they are doing it!

Domain of usability/customer experience Onsite surveys

Sampling visitors arriving/leaving Heuristic reviews

Experts reviewing your site against a set of criteria (heuristics) Conversion Rate Optimisation

A/B testing A/B/n testing Multi-variate testing

Usability tests Representative customers completing tasks


www.ivantage.co.uk

35

What’s possible with GA? How visitors found your website What visitors are doing on your website

Not why! Outcomes focused

Goals


www.ivantage.co.uk

36

Goals Goals should be commercial

The commercial goals of your website Goals should map to visitor tasks

Visitors visit sites to accomplish tasks Tasks normally have a series of steps

Funnel Measure conversion through the task

When goals match user tasks Harmony ensues!


www.ivantage.co.uk

37

The importance of goals for you Commercially justify your work Focus your work Prioritise your work


www.ivantage.co.uk

38

The importance of goals for you Goals map to business metrics

Enable you to build a business case for Analytics investment Analysis investment Action investment

Goals focus on important paths and entrances Enable you to home-in on problem areas

Reverse Goal Path Conversion to goals by traffic source

Monetize goals Enable you to prioritise areas to analyse and optimise

Give goals a goal value Analyse $ Index

(Goal Value + E-commerce value)/unique page views Page up-to goal contribution Focus on high $ Index pages for improvement


www.ivantage.co.uk

39

You can use Regular Expressions (RegEx) to gain insight into the funnel path:

User exhibits behavior: Page 1 = /index.html Page 2 = /category-footwear.html Page 3 = /category-clothing.html Page 4 = /category-headwear.html Page 5 = /products/kangol-tropic-player-trilby.html Page 6= /cart/basketview.html Page 7= /cart/registration.html Page 8 = /cart/paymentoptions.html Goal = /cart/salesorderconfirmation.html

Need to know conversion rate of categories to products to purchase: Step 1: index\.html Step 2-4: ^/category.*/ Step 5: ^/products.*/ Step 6: ^/cart/basketview.html Step 7: ^/cart/registration.html Step 8 : ^/cart/paymentoptions.html Goal: ^/cart/salesorderconfirmation.html

Goals and funnels


www.ivantage.co.uk

40

Goal and funnel behavior


www.ivantage.co.uk

41

Exercise What are the goals for your website?

Can you see how they are reported?


www.ivantage.co.uk

42

Key Performance Indicators (KPIs) A metric

Miles per Hour (mph)

Defining progress to an objective To reach the legal motorway speed limit of 70 mph

Enabling you to take corrective action Accelerate or brake

Speedometer Web Analytics package


www.ivantage.co.uk

43

KPI Examples

Objective Metric Affect on Metric

Increase people visiting Absolute Unique Visitors Increase

Increase traffic Visits Increase

Increase visits from members Returning Visits Increase

Increase sales Transactions Increase

Increase leads Goal x (Leads) Increase

Increase new visits to the site % New Visits Increase

Increase site interaction Average Page Views Increase

Decrease short visits Bounce rate Decrease


www.ivantage.co.uk

44

Exercise – Your KPIs and goals What are your KPIs for your web

business? Do they include goals and if so which

goals? Using notepad, map your goals through as though you were a

visitor to your site


www.ivantage.co.uk

45

Lunch time


www.ivantage.co.uk

46

How does GA measure visitors?


www.ivantage.co.uk

47

Installing Google Analytics

Sign-up Directly at Google Analytics or via Your Adwords “Analytics” tab

Get the code Install on to every page on your website!


www.ivantage.co.uk

48

Visit www.google-analytics .com


www.ivantage.co.uk

49

Sign Up


www.ivantage.co.uk

50

Enter to your website


www.ivantage.co.uk

51

Enter your contact details


www.ivantage.co.uk

52

Agree the ToS


www.ivantage.co.uk

53

The Google Analytics Terms of Service Free

Up to five million (5,000,000) page views per month per account; or

An active Adwords campaign with Google which is in good standing

An active AdWords account is One active and running Campaign A minimum budget of $1 per day

or the equivalent amount in a non-U.S. currency http://www.google.com/support/googleanalytics/bin/answer.py?

hl=en&answer=55476


www.ivantage.co.uk

54

The Google Analytics Terms of Service Privacy

8.1 You will not associate (or permit any third party to associate) any data gathered from Your Website(s) (or such third parties' website(s)) with any personally identifying information from any source as part of Your use (or such third parties' use) of the Service.

You will have in place in a prominent position on your Website (and will comply with) an appropriate privacy policy. You will also use reasonable endeavours to bring to the attention of website users a statement which in all material respects is as follows:

“This website uses Google Analytics, a web analytics service provided by Google, Inc. (“Google”). Google Analytics uses “cookies”, …”


www.ivantage.co.uk

55

Get the code (GAAC)


www.ivantage.co.uk

56

Install on every page of your site

Immediately before the </body>

<script type="text/javascript">

var gaJsHost = (("https:" == document.location.protocol) ?

"https://ssl." : "http://www.");

document.write(unescape("%3Cscript src='" + gaJsHost + "google-

analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E"));

</script>

<script type="text/javascript">

try {

var pageTracker = _gat._getTracker("UA-9030141-1");

pageTracker._trackPageview();

} catch(err) {}</script>

Website


www.ivantage.co.uk

57

How Google Analytics worksWebsite


www.ivantage.co.uk

58

How Google Analytics worksWebsite

cookies


www.ivantage.co.uk

59

Urchin and GA cookies

UTMb - Visit cookie, lasts for 30 minutes from every page view

UTMa - Unique visitor cookie, lasts for 2 years from set or update on every page view

UTMc - Visit end cookie, not set to expire, does so when browser closes

UTMv - Not always set, requires the _setVar() command

UTMz - Campaign visit tracking cookie, determines traffic sources, lasts for 6 months from set or update on every page view


www.ivantage.co.uk

60

The ___utm.gif request from the ga.js to Google__utm.gif?utmwv=6.3&utmn=101027544&utmsr=1280x854&utmsc=32-bit&utmul=en&utmje=1&utmjv=1.5&utmfl=7.0 r24&utmdt=My%20Website&utmhn=www.site.com&utmp=/index.html&utmac=UA-51244-4&utmcc=__utma%3D117945243.823564440.1131054947.1131080858.1133834608.4%3B+__utmb%3D117945243%3B+__utmc%3D117945243%3B+__utmz%3D117945243.1131054947.1.1.utmccn%3D%28Spring%20Sale%29%7Cutmcsr%3D%28google%29%7Cutmcmd%3D%28ppc%29% %7Cutmtm%3D%28shoes%29%3B

Screen Resolution: 1280x854

Screen Colors: 32-bit

Browser Language: English(en)

Java Enabled? Yes (1)

Java Version: 1.5

Page Title: My Site

Filename: /index.html

Visits: 4

Campaigns Clicked: 1

Campaign: Google(PPC) Spring Sale (shoes)


www.ivantage.co.uk

61

What are “Fortune” Cookies?• Text files sent to browsers by websites

• 1ST or 3rd party• Visit apple.com

• apple.com issues cookies (1st party)• If banana.com attempts to issue cookies (3rd party)

• Session and persistent• Session

• Last for 30 minutes of inactivity• Persistent

• Lasts for 6 months


www.ivantage.co.uk

62

Browser web serverNew Visitor

Browser web serverCookie

Returning Visitor

Cookie present

Cookie not present

Persistent cookiesPage

cookies


www.ivantage.co.uk

63

Weaknesses of cookies?• Machine dependant

• As close as we can get to a person• Although modern OSs have multiple user IDs

• User 1, User2, User 3

• Can be cleared• Worst scenario?

• Can be blocked/not accepted• Most E-commerce sites use 1st party cookies to make basket

function• So blocking 1st party cookies degrades your Internet experience

• 3rd party cookies are often blocked


www.ivantage.co.uk

64

Visits and visitors - key metrics Visits

The number of visits received by your site is the most basic measure of how effectively you promote your site.

Visitor type New

New Cookie Returning

Existing Cookie Absolute Unique Visitors (Uniques)

How many people (unique cookies issued) came to your site? This report graphs people instead of visits

All visits from the same user for the entire active date range Aggregated so that they will be counted as a single absolute unique

visitor Regardless of how many different days they visited your site and how

many times they visited your site on each day


www.ivantage.co.uk

65

Accurate visitor tracking?• JavaScript Page Tagging

• With a .gif• Every request for a page is counted (even a refresh)

• Pageviews • Unique Pageviews

• Search engines do not understand JavaScript• Cookies

• 1st party

• Search engines do not generally accept Cookies

• Our stats may miss some types of visitor?


www.ivantage.co.uk

66

Advanced Exercise – looking at cookies Use Firefox and delete cookies Observe the settings of your

cookies as you visit the site from Google organic

With IE – download IE cookie viewer from Nirsoft.net


www.ivantage.co.uk

67

Break time


www.ivantage.co.uk

68

How fresh are the GA website statistics? Officially

24 hours Normally

About 2-3 hours


www.ivantage.co.uk

69

A tour of GA• Dashboards• Marketing Optimization• Content Optimization• E-Commerce Analysis• IT Reports


www.ivantage.co.uk

70

The User-Defined Segment Set using a JavaScript function

Assign users on a page load <body onLoad="javascript:pageTracker._setVar(‘Page X Viewers');">

Assign users to a segment when a link is clicked <a href="link.html" onClick="pageTracker._setVar(‘Link X followers');">Click

here</a>


www.ivantage.co.uk

71

The User-Defined Segment Assign visitors to a segment based on their form selection

In this example, visitors are assigned to a segment according to their selection in a form.

<form onSubmit="pageTracker._setVar(this.mymenu.options [this.mymenu.selectedIndex].value);">

<select name=mymenu> <option value=“Male (18-30)">Male (18-30)"> option><option value="Male (30-65)">Male (30-65)"> </option> <option value="Male (65+)"> Male (65+)"> </option><option value=" Female (18-35)">Female (18-35)"> </option><option value=" Female (30-65)">Female (30-65)"> </option><option value=" Female (65+)">Female (65+)"> </option>Voucher codes at checkout Measure off-line marketing promotions

What‘s important for you to know about your visitors?


www.ivantage.co.uk

72

Traffic Sources - key concepts Search Engines Direct Referrals Campaign, Medium and Source


www.ivantage.co.uk

73

Tagging other media Campaign tracking URL builder

http://www.google.com/support/analytics/bin/answer.py?hl=en-uk&answer=55578The table lists all the pages which were viewed on your site.


www.ivantage.co.uk

74

Campaign tracking examples


www.ivantage.co.uk

75

Integrating Google Adwords with Analytics Integrating Adwords requires three steps In Adwords

Adwords linked to Analytics via Adwords tab Auto-tagging enabled

In Analytics Adwords linked to Analytics via Adwords tab Apply cost data checked


www.ivantage.co.uk

76

Integrating Google Adwords with Analytics


www.ivantage.co.uk

77

Autotagging


www.ivantage.co.uk

78

Apply cost data Top Content


www.ivantage.co.uk

79

Feedback http://www.ivantage.co.uk/feedback [email protected] Write an honest, considered and fair review to receive for each day attended:


http://www.ivantage.co.uk/feedback

http://www.ivantage.co.uk/feedback

mailto:[email protected]




www.ivantage.co.uk

80

Getting help [email protected] for 60 days Google Analytics Support (http://www.google.com/analytics/support.html)

Setup Checklist http://www.google.com/analytics/discover_analytics.html

Help Center http://www.google.com/support/analytics/?hl=en

User Forums http://www.google.com/support/forum/p/Google+Analytics/?hl=en

Google Code http://code.google.com/intl/en/apis/analytics/

Google Analytics blog http://analytics.blogspot.com/


























www.ivantage.co.uk

81

The End


google analytics introduction & user training sf sv2-us

Documents

site google analytics

google analytics dashboard

google certications

campaign google adwords

web site traffic

site search tool reporting

client marketing

site overlay tool