overview of website analytics -...
TRANSCRIPT
membership, marketing & website solutions
Overview of Website Analytics
membership, marketing & website solutions
Part 1 – Website Analytics Basics
• “Web Analytics” Defined
• Types of Web Analytics
• Which type should your chamber use?
membership, marketing & website solutions
What is Web Analytics?
• Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage.
-Web Analytics Association http://www.webanalyticsassociation.org/?page=aboutus
membership, marketing & website solutions
What is the Point of Analytics?
• Analytics should go beyond the raw numbers and
provide meaningful insight about how your website is
being used so that you can make informed decisions
about how to improve it.
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Types of Analytics Reporting
1. Server-side Analytics – records files (web pages) served
by the website server *reports within ChamberMaster & MemberZone use hits recorded
using this method
2. Page Tagging Analytics – records page views and tracks
visitors by using “cookies” *Google Analytics would be an example of this type of tracking
IMPORTANT NOTE !
Neither method provides 100% accurate tracking of your website
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Which type of Analytics is more
important for your chamber?
The Page Tagging method (e.g. Google Analytics) will
generally give you better information about who your
website Visitors are and what they do on your website.
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IMPORTANT NOTE! (revisited):
• No method of analytics is 100% accurate – so what
should you expect?
• Allow for a margin of error in the range of 10-15%
between stats obtained using different tracking
methods
c.f. “Data Quality Sucks, Let's Just Get Over It”
Avinash Kaushik (Google Analytics guru)
• It is important to look at trends not specifics
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Part 2 – Google Analytics &
ChamberMaster
• How to get Google Analytics
• How to set it up for best use with ChamberMaster
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Google Analytics is FREE!
• Sign up at www.google.com/analytics *Note that you will need a free Google Account to sign up for Google
Analytics
• You may incur costs to have your web developer install the
tracking code on your website, but there is no cost from
Google to use the service
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Setup your account
• Follow the instructions that Google provides at:
https://support.google.com/analytics/bin/answer.py?ans
wer=1008015
• It is important to note which version of the tracking code
applies to your website configuration (See following
slides).
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If your ChamberMaster pages use a
sub-domain of your chamber’s domain:
e.g. www.chamber.com &
business.chamber.com
Use the version of the code for tracking
one domain with multiple subdomains
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If your ChamberMaster pages use a
sub-domain on the ChamberMaster
domain:
Use the version of the code for
tracking multiple top-level
domains and refer to this article for
important information: https://support.google.com/analytics/bin/answer.
py?hl=en&answer=1033876
e.g. www.chamber.com &
chambername.chambermaster.com
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Send the code to your web developer
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Check it!
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Wait…
• It will take a few months to
gather enough data to reveal
meaningful insights. Remember
you are looking for trends not
specifics and identifying them
requires time.
membership, marketing & website solutions
Part 3 – Google Analytics Reporting
Basics
• Key Metrics
• Important Sections to Explore
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Key Metrics – Audience Overview
Report
Visit the link below for an explanation
of the stats in the Audience Overview
Report:
https://support.google.com/analytics/
bin/answer.py?answer=1144406
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Important Sections to Explore
• Audience: Overview
Demographics > Location
Behavior > Engagement
Visitors Flow
• Traffic Sources: Overview
Search > Organic
Social > Overview
• Content: Overview
Site Content > All Pages
Site Content > Landing Pages
Site Content > Exit Pages
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Resources: • Get Google Analytics
www.google.com/analytics
• “Visits” vs. “Visitors” according to Google https://www.google.com/support/googleanalytics/bin/answer.py
?answer=57164
• Avinash Kaushik’s Website has many insightful
articles about using analytics data http://www.kaushik.net/avinash/
• Official Google Analytics Blog http://analytics.blogspot.com/
