Google analytics 2011_joanne-casey

Google Analytics

Joanne Casey

Head of Search and Analytics

Omnicom Media Group

What is Web Analytics?

How Google Analytics works

Getting Set Up on Google Analytics

Privacy Policy & The Google Analytics Tracking Code

Tracking Goals and Event Tracking

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2

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4

5BREAKOUT SESSION

Google Analytics Reports & Actionable Insights

Take Aways

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7

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Agenda

Questions10

Support & Further Reading9

“Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimising web usage”

- Web Analytics Association

“Tools for measuring the success (or not) of your web site”

- Brian Clifton

What is Web Analytics?

“Web analytics and services will underpin the transformation of Web intelligence to support the entire marketing mix”

- Joe Stanhope, Senior Analyst Forrester Research

“The amount of data is obscene. The managers that are going to be successful are going to be the ones who are prepared to take a knife to the amount of data..Otherwise, it’s like a virus.”

- Guy Laurence, CEO of Vodafone UK

http://www.vodafone.co.uk/

Analytics Providers

Why Google Analytics?

Free!

Sufficient to most

Easy to Set up & Use

Its allows integration and measurement of other marketing activities

How does Google Analytics track users?

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Request made to server to display page

Page is served& JavascriptCode Executed

Cookies are read or written& webpage sendsdata to GoogleServers

Data is capturedAnd processed

Processed DataIs accessed via The GA interface

Tracking Issues

Visitors with cookies or Javascript disabled will not be tracked

Visitors who delete cookies will show up as a new visitor each time they visit rather than a returning visitor

A Visitor who visits the site from a different web browser or computer will be see as a new visitor

Tracking Issues

Don’t let it get to you

No analytics package is 100% accurate

Data discrepancy is normal

Look for trends in data

Getting Started: Sign up to Google Analytics

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Getting Started: Sign up to Google Analytics

Privacy

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Note!“7. PRIVACY . You will not (and will not allow any third party to) use the Service to track or collect personally identifiable information of Internet users, nor will You (or will You allow 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 and abide by an appropriate privacy policy and will comply with all applicable laws relating to the collection of information from visitors to Your websites. You must post a privacy policy and that policy must provide notice of your use of a cookie that collects anonymous traffic data.”

The Google Analytics Code (GATC)

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UA Number: Unique & Identifies Account

Put on every page of your site

Placed between header tags on a page

Tracking Website Goals

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Someone who fillsout a contact us

form

What is a Goal?

Someone who signs up to a newsletter

Someone who stays a certain about of

time on a page

Someone who visits a certain about of

pages on a visit

Identifying & Measuring Positive Actions that occur on your site that

contributetowards the success

of your business

Goals in Analytics Available

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Goal Settings- URL Goals

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Goal Settings- Non- URL Goals

Identify a benchmark to set based on past data

Importing Goals into Analytics

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Event Tracking

<a href="http://www.facebook.com/Test" target="_blank" onClick="_gaq.push(['_trackEvent', 'Outbound Link', 'Onclick', 'Facebook']);">

<a href="http://twitter.com/test" target="_blank“ onClick="_gaq.push(['_trackEvent', 'Outbound Link', 'Onclick', ‘Twitter']);">

Elements such as clicks on links to a Facebook page or Twitter page are generally not track-able with the regular code implementation as clicks on a link take the visitor elsewhere that’s got no GA code

Apply these codes to onclick event buttons

http://www.facebook.com/GiftsDirectIreland

http://www.facebook.com/GiftsDirectIreland

view-source:http://twitter.com/GiftsDirect

view-source:http://twitter.com/GiftsDirect

Event Tracking

Tracking videoswith eventtracking

Event TrackingHow many people pressed play on

a video? To what extent was the volume

button changed?

Breakout Session!

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- Investigate the below sites- Decide on KPIs for each site- Based on these KPIs, determine if you would set up:

• URL goals• Engagement goals (Time on Site, Pages per Visit)• Event tracking

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Tracking Offline Media

Annotations is an excellent tool in

Google Analytics that you should be utilising in order to track any offline activity that is

taking place.

These will then appear as small speech bubbles in the graphs so if you did see a spike in traffic, you can quickly refer back to why this change may have occurred.

The disadvantage of using annotations is that they can not be entered in for future days and can not be separated out by hour.

Extracting Insightful Data from Analytics Packages

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Use the hourly visitreport to trackeffectiveness of time of day Media spots

Tracking media spot activity impact


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Run online campaigns & use time scheduling whenhistoricallybounce rates are low

Knowing when to run online campaigns


Set at least oneAlert for traffic Falling below

50%

Intelligence


Which country are you getting

most traffic from? What

other markets should you consider?

Geographic Report


Use the Browser and Operating systemreport to identify

which combination is being used most

by users

Browser and Operating Systems


Filter results by bouncerate & use

Browsershots & BrowserCam to

test site rendering

Extracting Insightful Data from Analytics PackagesWhat is the uplift

in mobile traffic and fromwhich devices? Is the bounce rate high and ifso would you consider

building an app orMobile site?

Use the service provider and operating

system report to build Ad Words mobile

campaigns

Mobile Devices


Where is most trafficto your site coming

from?How does this change

after conducting anoffline or online

campaign?

Traffic Sources


How memorable isyour URL? How does

your direct trafficchange after offline

activity and how does

this change over time?

Direct Traffic

Extracting Insightful Data from AnalyticsWhat is your ROI for any links

you are paying for placement on?

What sites can you improveBounce Rate on beforeyou remove the link?Which sites should

you target on the GoogleDisplay Network?

Referring Sites

Extracting Insightful Data from Analytics

What keywords should you addto your PPC campaigns?

What keywords do youcurrently have visibilityfor and how has overall

visits and no of keywordsused to access my site

changed? Should you run Yahoo or Bing PPC campaigns?

Search Engines Report


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Analysing PPC campaignsWhich campaigns/ keywords

Have worked well?Which time of the dayshould you push your AdWords budget into?


What value are you getting from paid search? How many goals is

it generating? How much revenue is it generating?

Analysing PPC campaigns

Non-Adwords Campaign Integration

http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578

Use the Google URL Tool builderto track all online marketingactivityCan set up formula in excel togenerate a number of URLs

Non-Adwords Campaign Integration

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Fill out the campaign fields, usethe generated URL so you cansee the traffic split out in reports

GA tracking still works with URLShorteners just redirect to Campaign URL

Non-Adwords Campaign Integration: Social Media

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What are the most visited pages on your site andhow which pages havethe highest bounce or

exit rate?

Content Report


What is the navigationpath that users are taking

through your site?Is this what you expect?

Navigation Summary

Extracting Insightful Data from AnalyticsA user takes only 8

seconds to decide whether to leave your site or not.

Which elements or sectionsare people clicking

on the most?Landing Page Optimisation:In Page Analytics


What are users searchingfor on your site?

Are these products thatare popular but not apparent

on arrival? Are they products that are not related to your business?

If not, where did these userscome from? What is the % exit

after performing a search?

Site Search Report

E-Commerce

Ecommerce Reporting

Extra Elements of Tracking: E-Commerce

1. Add Trans (Transaction Detail)2. Add Item (Item Detail)

Code is added to the receipt page

Support Centre- Google

Don’t Forget!

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1. Ensure the Google Analytics code is on every page

2. Check you meet the privacy terms

3. Identify and set up goals for your website

4. Link your AdWords and Analytics

5. Use Annotations to measure offline activity

6. Identify reports that are important to your business

7. Continuously analyse data

9. Use actionable insights to improve business performance

10. Never stop testing!

8. Keep asking yourself ‘So What’ until you get an actionable insight

Google Analytics Channel: Avinash Kaushik & Nick Mihailovski

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Google analytics 2011_joanne-casey

Technology

Transcript of Google analytics 2011_joanne-casey