Google Analytics Fundamentals

Srikant Dhondi

Manager - Web Developement & Online Customer Engagement (dhondi.srikanth@gmail.com)

Course Overview

About this Course A scenario driven approach to applying Google Analytics,

quickly. Targeted to the non-developer, with developer specific features

at end

What will get covered? Tracking visits and visitor activity Tracking more specialized forms of engagement Managing reports and data Programming Google Analytics

Agenda for this module

Overview of Google Analytics Get you setup with the sample website to play around

with Start collecting metrics A tour of the Google Analytics web UI Powerful reports you should start with

What can web analytics tell you?

Tell you who your visitors are: How often they visit How people are finding your site Where geographically they are coming from When they are visiting

Web analytics is like your website's thermometer

Tell you what your visitors like (or dislike): How long they spend on your site What pages are interesting, which pages turn them off Give you details on specific in-page interactions

Tell you about your social media love: How many likes or tweets your site is getting

Why use Google Analytics for Web Analytics?

Server Log based tracking Captures visits to your website by relying on the web servers' built-in logging that

is updated with every request from a visitor's browser This is the approach taken by products like Urchin(the predecessor to Google

Analytics) Deprecated as of the end of March 2012

Page View based tracking Uses A beacon that transmits tracking data to centralized servers(separate from

your web server) when A visitor visits your site and interacts with its content

Requires javascript on the visitor's browser & changes to web pages

Completely offloads the website owner from managing, collecting and processing server log files

This is the approach taken by google analytics

In the end Google Analytics makes it easy to collect and analyze website activity data.

How Google Analytics Works

Visitor's Browser GA Website Your Website Google's Servers

Runs GATC

Go to Webpage

Load Webpage

Your Webpage

Loads ga.js

Google Analytics Data

Collection Servers

Get GA Script (ga.js)

ga.js Collect Visitor Data

Set Cookies

_utma _utmb _utmx _utmv _utmz

Track Visit Send Visit Data in Pixel Request

Tracking Pixel File

BigTable "Database"

Raw Clicks & Summary Tables

Daily & Periodic (re)processing

Log Files

Report

Data Ready for Viewing

It All Starts With a Website

Free Service Landing Page

Checkout Page

Thank you Page

Other pages:

Home

About Us

Services

News

Contact

Enabling Google Analytics

Create a Google account

Signup GA account

Create New Account

Get GATC

Paste GATC to Web Page

GATC Code

Real-Time Activity Reports

5 Minutes to Launch

Create Google Account

Sign Up for

Analytics Get GATC Apply

GATC Verify

http://www.google.com/analytics/

You need a login first

Then you create an account, a web property & a profile

Grab the JavaScript for the profile

Add to every web page

Make sure it works!

What did we accomplish?

What's Getting Tracked? Visits & Visitor

Hit Counts Demographics Technology New vs. Returning

Content Page View Counts Bounce Rate Entry / Exit Flow / Navigation

Sessions Duration Page Depth

Traffic Sources

In-Page Analytics

What's NOT Getting Tracked? Monetary Value Goals & funnels

Multi-channel funnels

Multiple domains

In-page events File downloads Flash, Silverlight & YouTube Mailto links Outbound links

We will return to these later in the course.

We got the default tracking in place.

Activity Immediately In Minutes In 1-4 Hours Within 24 Hours

Tracking Installed

Real-time Data

Receiving Data

Intra-day Activity Data

End of Day Activity Data

Most Reports

Pitstop: When Will Your Data be Visible? Start: after deploying web pages with GATC

Stroll Thru Analytics UI

Key Reports

Traffic Reports Visitor Flow Goal Funnel Demographics In-Page Analytics Site-Speed

Flavors of Google Analytics

Free Most sites can benefits from Google Analytics for free, in perpetuity Must operate below thresholds Exceed 10M data hits or roughly 1M visits per month Data retained up to 25 months Data exports limited to 20k rows per export

Premium Specifically targets large organizations When you need to scale beyond the thresholds What included development & configuration support Guarantees report freshness to less than 4 hours Provides support for attribution modeling to multi-channel referrers Can afford to pay $150,000 per year

Summary

Recap Overview of Google Analytics Get you setup with the sample website to play around with Start collecting metrics A tour of the Google Analytics web UI Powerful reports you should start with

Thank You

For Further Questions & Answers, connect with Aegis Global Academy - INSTITUTE OF CUSTOMER EXPERIENCE MANAGEMENT http://www.aegisglobalacademy.com/

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