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