#GBGmumbai

The Google Chapters

We are

KNOWLEDGE SERIES - 1

What if we don’t measure?

• Decision making• Priority setting • Monitoring performance • Learning & improving

Why measure the web?

• Track your competition & benchmark• Monitor your reputation & take measures• Understand your customer’s web journey &

drop-offs• Optimize & un-optimize

Goal setting

“We want to sell more”

“We want to increase our sales by 10%”

What can be measured in web?

• Page analysis & validator

• Ranking• Feed stats• Links’ health• Performance

monitor • Buzz monitor• Browser

compatibility ?

Delight your customers

• Amazon watches you too see if you couldn't watch you something!

Optimizing Demand & Supply

• Handling seasonal fluctuations by creating a sense of urgency

Lets Connect

Sreeraman ThiagarajanChapter Manager – GBG Mumbai

@sree_raman

Workshop byPareen Lathia

Love Statistics?

Why bother?

• Because measurement is important.

Why bother?

Do you?

• Run websites / E-Commerce / Portals / Digital Marketing campaigns?– - Is Email marketing helping?– - Is my SEO keyword strategy paying off?– - We tried that Linkedin advertising thing, did it

generate any ROI?– - Did my Diwali discount coupon work well?

Google Analytics

What are the different choices in web analytics?

Other analytics packages:

1. eLogic2. Shiny Stat3. Site Meter4. Stat Counter5. W3 Counter More……….

Getting Started

• Set up Google analytics• Install code in your site• Don’t get scared with all the options

Google Analytics – Setting up an account

1. Setting up a Google Account – search “Google Account”2. Navigate to Google.com/analytics

Google Analytics – Setting up an account (continued…)

- Enter general website information

Google Analytics – Setting up an account (continued…)

- Enter website profile information

Google Analytics – Setting up an account (continued…)

- Copy and Install Tracking Codes:

Google Analytics – Setting up an account (continued…)

- Ecommerce (Where applicable):

Please visit http://code.google.com/apis/analytics/docs/tracking/gaTrackingEcommerce.html for eCommerce integration

Getting Familiar

• Diving Deep (Most important areas)– Sources of traffic– What do they do on your site?– Content optimization– Its all about relativity– SEO

Google Analytics

Google Analytics – Understanding the User Interface (UI)

Google Analytics – Home Tab

- Real-Time offers a unique look of what’s currently occurring on the website

- Locations shows the location of the current users on the website

- Traffic Source shows where these users came from- Content shows which pages these users are interacting on

Google Analytics – Understanding the User Interface (UI)

Audience: data includes Demographics (location, language, etc.), New vs. Returning, Technology (Browser information, Windows/Mac), Mobile (type of mobile device, etc.)

Advertising: Link to Adwords

Traffic Sources: Sources of traffic, separation between paid and unpaid traffic

Content: Overview page usage, site speed, entrance and exit pages, bounce pages.

Conversion: Goal information, funnels, financial (revenues), product performance, multi-channel Funnels, etc.

Help Center

Google Analytics – Traffic Sources

Google Analytics – Traffic Sources

• Search Traffic Report• Direct Traffic Report• Referral Traffic Report

Google Analytics – Introduction to Filters

Predefined filters:Exclude/Include only traffic from the domains

Exclude/Include only traffic from the IP addresses

Exclude/Include only traffic to the (such as www.example.com/motorcycles).

Google Analytics – Filters (continued…)

Stretch time

Google Analytics – Content Walkthrough

Content Overview provides an at-a-glance overview of the key pageview metrics for your site

Google Analytics – Landing Pages

Google Analytics – Navigational Summary

Google Analytics – Advanced Segmentation

Google Analytics – Advanced Segmentation

Google Analytics – Create a Custom Advanced Segmentation

Advanced Segments can be created using any analytics variable permutations:

Examples:1- Traffic with Conversions

2- Paid Traffic with Conversions

3. Traffic from a keyword that converted or achieved a goal

Google Analytics – Filters (continued…)

Walk through an Advanced Segmentation Entry

Google Analytics – Understanding Goals, Funnels, and Events

Google Analytics – Understanding Goals, Funnels, and Events

Google Analytics – Understanding Goals, Funnels, and Events

To create a goal and funnel, go to setup and click on Profiles Goals URL Destination

Google Tools for Webmasters

Google Webmaster Tools

• Your Google webmaster account• Google webmaster central and help center

– Dashboard to Google webmaster tools– An FAQ and archive of helpful tips and tools

• Google analytics• XML sitemaps• Urchin tracking code• Google AdWords™ / campaign

management

Google Webmaster Account

• http://www.google.com/support/webmasters/ – Add it to your Google search account

• You’ll use this account to do many tasks– Creates a ‘view’ to one or more websites– Link an XML sitemap to the Google index– View website traffic and referrer statistics– See where page links are broken / orphaned– Help manage your ‘linking strategy’– Maximize AdWords™ campaigns

Website Traffic Analysis

• You need to know six key website statistics1. How many unique website visitors?2. Where do they come from? (refer link)3. What search terms did they use? (refer

link)4. How many pages did they view?5. What was their navigation pattern?6. Operating system and browser info

XML Sitemaps

• http://www.sitemaps.org/• Sitemaps are an easy way for webmasters to

inform search engines about pages on their sites that are available for crawling. In its simplest form, a Sitemap is an XML file that lists URLs for a site along with additional metadata about each URL (when it was last updated, how often it usually changes, and how important it is, relative to other URLs in the site) so that search engines can more intelligently crawl the site.

• http://www.sitemaps.org/protocol.php

Sample XML Sitemap<?xml version="1.0" encoding="UTF-8"?> <urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">    <url>

<loc>http://www.example.com/</loc>

<lastmod>2005-01-01</lastmod><changefreq>monthly</changefreq><priority>0.8</priority>

</url> </urlset> http://www.sitemaps.org/protocol.php

Urchin Tracking Code Example

<scriptsrc="http://www.google-analytics.com/urchin.js" type="text/javascript"> </script><script type="text/javascript">_uacct = "UA-UserCode-ProfileCode";urchinTracker();</script>

http://gpxfiles.googlepages.com/googleanalytics

Urchin Linking Code

• The Urchin Campaign Tracking Module (beginning with version 5.6 and UTM-4) allows you to tag your links using master tracking codes (a utm_id) instead of individual variables. You simply use utm_id in your links, and define the meaning of each utm_id in a table. (this keeps your individual campaigns straight, which is critical to tracking)

• http://www.hostsite.com/?utm_id=1• http://en.wikipedia.org/wiki/Google_Anal

ytics

How Link Tracking Works

website

email

RSS feed

http://www.hostsite.com/landing.htm?utm_id=1

http://www.hostsite.com/landing.htm?utm_id=2

http://www.hostsite.com/landing.htm?utm_id=3

target page

Each link has a tracking code embedded after the ? mark which is counted by the analytics

Where and How to Start?

1. Get your website on a real hosting service2. Create a Google webmaster account3. Create (run) an XML sitemap

(sitemap.xml)4. Upload the sitemap.xml file, notify Google5. Upload the Google unique code (xyz.htm)6. Check to make sure your sitemap is

indexed7. Come back and read the web analytics

report

Summary of Google Tools

• Website analysis tools– Users, refers, navigation

• XML sitemap generation– Ensures complete indexing

• Urchin tracking code (track / refer)– Critical for ad / email campaign management

• AdWords™ tools for advertisers– Get the most out of your ad dollars!

More at

pareen@redcom.in

www.linkedin.com/in/pareen

Special Talk By

Vibhas Sen

Tap into a wealth of information about customer behaviour, the demographics of your audience, and the effectiveness of your campaigns.

Translate Google Analytics into Marketing Metrics

whatever you can measure, you can improve...

• Step One : Define your goals ( sales, downloads, visibility / branding, enquiry)

• Step Two - Formulate KPI's ( key performance indicators ) - it must reflect organizations goals which would lead to the success e.g. 10% of visitor who fills form becomes customer, 60% of visitors who downloads trial purchase it, 5% of visitor who signs up for newsletter becomes customers, etc

• Step Three - Reflect your KPI's in your Analytic Report

Correlating Questions with Metrics & Dimensions

Question Examples: Related Metrics

1. Who visited my website? Unique Visitors, Return Visitors,

2. From where did they come? Referring URLs, Referring Search Engines, Browsing Path Within Your Website, Referring Search Phrases.

3. What pages did they view? # Entry Pages, # Page Views, Average Time on Pages, Page Views per Visitor

4. Did they have any trouble with my site?

Browser Versions, Platform Versions, Flash Versions, Java Versions

5. What did they view, buy, or sign-up for?

Orders (average amount, number, total revenue) Sign-Ups

Why link AdWords to Google Analytics

When you link Google Analytics and AdWords, you allow four types of data to flow between the two. This means you can:

• Import Google Analytics goals and transactions into AdWords• View Google Analytics site engagement data in AdWords• Create remarketing lists in Analytics to use in AdWords for targeting

specific audiences• Automatically view your AdWords click and cost data alongside your

Analytics site engagement data

Let’s take a live example !!!

“Web Analytics is like Angelina Jolie: It’s sexy, it kicks butt, and is a goodwill ambassador!!”

How To Excite People About Web Analytics: Five Tips - Avinash Kaushik

Network with me @

• Twitter - @vibhassen

• LinkedIN - /in/vibhassen

• Facebook – vibhas.sen

• Email – vibhas.sen@gmail.com

• Call me - 9833756960

@gbgmumbai | www.gbgmumbai.org