SEMNE Google Analytics Master Class - 15 Oct 2014
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Transcript of SEMNE Google Analytics Master Class - 15 Oct 2014
Google AnalyticsGet Up to Speed
Jay MurphyOctober 15, [email protected]@trioniawww.linkedin.com/in/jaymurphy/
Agenda
SEO and Analytics– Site Search– Landing Pages– Matched Keyword– (not provided) Insights
What’s new with Google Analytics?– Universal Analytics– New Features
Timeout Settings Referral Exclusions Demographic Reports Remarketing Custom Dimensions User ID (Session ) Enhanced eCommerce
– Analysis Tactics
Why Measure?
With information about your visitors you can better decide:– How to improve your website,– How to spend time and money on
specific topics and marketing,– How to reach your audience – how to
reach new audiences…
GOOGLE ANALYTICS
4
How Google Analytics Works
GA code
For more detail:Google Analytics Concepts
How Google Analytics Works
(continued)
Google processes the information and stores it as Dimensions and Metrics
DimensionsMetrics
How Google Analytics Works
(continued) Reports then present using
Dimensions and Metrics– Dimensions are ‘things’ we want to
measure Page name, referrer, campaign, country, …
– Metrics are the ‘things’ we can count Pageviews, visit (session), time on site,… Some are calculated
– Universal Analytics can create our own custom dimensions and metrics!
Report Categories
SEARCH REPORTS
SITE SEARCHSETUP
In the Google Analytics Admin go to View Settings
Turn on Site Search
Add the Query String Parameter
Option – Add Categories
SITE SEARCHREPORT
PAID SEARCH MATCHED KEYWORD QUERY
LANDING PAGES
Behavior– Landing
Pages– Secondary
Dimension – Keyword
Argh!!!(not provided)OK take a deeeep breath!
(NOT PROVIDED) INSIGHTS
What if we could look at all our (not provided) landing pages
Solutions Gallery!(not provided) Insights
(NOT PROVIDED) INSIGHTS
NEW FEATURES & REPORTS
Vocabulary Quiz
Visit Profile Unique Visitor Content
Session View User Behavior
www.coolsite.com
Universal AnalyticsUpgrade Step 1
Google Analytics CodeUpgrade Step 2
Change Asynchronous (or older code):<script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-XXXXXXX-Y’]); _gaq.push(['_setDomainName', ‘coolsite.com']); _gaq.push(['_trackPageview']); (function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);})();</script>
To this – Google Universal Analytics:<script> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,'script','//www.google-analytics.com/analytics.js','ga');
ga('create', 'UA-XXXXXXX-Y', ‘coolsite.com'); ga('send', 'pageview');</script>
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UA-XXXXXXX-Y
Universal AnalyticsUpgrade Installation Check
– Check on your Google Analytics Admin > Property Settings > Tracking Info –
> Tracking Code
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www.coolsite.com
Cool Site
Universal AnalyticsTag Assistant Check
Download Tag Assistant from the Chrome Store (this only works in Google Chrome)
Universal AnalyticsTag Assistant Check
A Green ‘Tag’ Icon shows that tagging is working
Click on the Tag to see more information about the page tagging
Will also tell you about other tagging including remarketing, conversion, and other marketing tags
Timeout Settings
Timeouts have always been configurable – but it had to be done in code. Can be configured in the Admin.
Why do this?– What if people watch videos on your website
for more than 30 minutes? Set the session timeout to the max video length.
– Some purchases have a very long lead time – for example in construction the sales cycle can be nine months to a year.
Timeout Settings
coolsite.com
Referral Exclusions
How to remove those pesky referrals from your own websites? – Like timeout setting this used to be done with
code on each of the websites – but now this can be done right from the Admin Panel.
Referral Exclusions
www.coolsite.com
coolsite.com
blog.coolsite.com
coolsite.shoppingcart. com coolsite.shoppingcart. com
Demographic Reports
A new features is demographic reports that include:– Age– Gender– Affinity Groups
For example: movie lovers, travel buffs, …– In Market Segments
People investigating specific products
Demographic Reports
Demographic ReportsConfigure Step 1
Demographic ReportsConfigure Step 2
Update your Code:
<script> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,'script','//www.google-analytics.com/analytics.js','ga');
ga('create', 'UA-XXXXXXX-Y', ‘coolsite.com'); ga('require', 'displayfeatures'); ga('send', 'pageview');</script>
Demographic ReportsConfigure Step 3
Demographic ReportsConfigure Complete!
Remarketing Lists
Once “Display Features” are active on an accounts “Remarketing Lists” are available
These are groups of users that can be targeted in current or future campaigns
Market home loans directly to people looking at real estate
Travel information to people who visit travel sites
Display FeaturesRemarketing List
Now that Display Features is turned on you can also create remarketing lists…
www.coolsite.com
Cool Sites Inc. www.coolsite.com Main Coolsite.com View
www.coolsite.com
Custom Dimensions
A very powerful feature for helping to better understand users and groups of users.– You define the Dimension name– Scope defines data association
‘Hit’s good for tracking a onetime activity– A video play or form submission
A ‘Session’ to track a visitor login ‘User’ scope is useful to track across
sessions
www.coolsite.com
Custom Dimensions
Custom DimensionCode Update
www.coolsite.com
User ID AKA Session Unification
VERY EXCITING!– The User ID feature will allow tracking
across multiple devices It only works for users who
authenticate to your website or application– Examples:
Game Users, Club Members, Students, Employees, Blog Authors…
User IDConfigure Step 1
User IDCode Step 2
Code Added to Site– User ID cannot
be Personally Identifying
– User ID set on every page
User IDUser ID View Step 3
Name the View Set the Time
Zone Hit Create View Use this View for
Reporting
Enhanced eCommerce
In addition to tracking purchase transactions – Enhanced eCommerce
Track:– Product impressions – Refunds – by transaction and item– Affiliate performance– Internal promotion performance
ANALYSIS TECHNIQUES
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Behavior : In-Page Analytics
Filters
FiltersRefinement
Advanced SegmentsBuilt In
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Advanced SegmentsCustom
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QUESTIONS?
To Learn More
Cardinal Path is offering three days of Analytics Courses in New York– Google Analytics – 101, 201 and 301
When: December 10th, 11th and 12th.
REGISTER ONLINE
Analytics Resources
Blogs– Occam’s Razor by Avinash Kaushik
Books– Web Analytics Demystified – Eric T. Peterson– Web Analytics an Hour a Day – Avinash Kaushik
Education– Google’s Analytics Academy – with Justin
Cutroni
Definitions
Session (Visits)A visit is defined as a series of page requests from the same uniquely identified client with a time of no more than 30 minutes between each page request. So for a user who visits at 11:00 AM and then again at 11:20 this user counts as a single unique visit; if the user clicks on a new page at 11:35 it now counts as two visits.Unique VisitorsA unique user (computer) that accesses a Website, while people cannot be identified by analytics, we substitute computers. So a single computer that accesses a website is deemed to be a Unique Visitor. (Most analytics tools use cookies, small files saved by a browser, to determine if a machine has been to a website before. Since many users remove cookies on a monthly basis, unique visitors can be overstated.)
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Definitions(continued)
New VisitorsA visitor that has not made any previous visits. Again, since New Visitors are also determined by the use of cookies saved on a visitors computer; visitors that delete cookies show as new visitors.Bounce RateThe percentage of visits where the visitor enters and exits at the same page without visiting any other pages on the site in between. (In general a higher bounce rate is not a good sign – but some websites are designed for a single page view before leaving, for example blogs. Use bounce rate to analyze your site based on your site’s users goals.)
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Definitions(continued)
Average Pages per SessionThe average number of page views a visitor views before ending their session. It is calculated by dividing total number of page views by total number of sessions.Average Time on SiteAverage amount of time that visitors spend on the site each time they visit. (This metric can be complicated by the fact that analytics programs cannot measure the length of the last page view, since the time is measured by start time of second page minus the start time of the first page.)PageviewsA request for a file whose type is defined as a page – typical a single webpage. An occurrence of the script being run in page tagging.
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Definitions(continued)
Page A Page CPage B Exit
Page A Page B ExitA Day Later
Sessions (Visits)?Pageviews?Unique Visitor?
Entrances Page A?Exits Page B?Bounce Rate Page B?
261
22
33%
Page B ExitAnother Day Later
Definitions - Time
Page A Page CPage BExit
1:20 PM 1:25 PM 1:30 PM
5 Minutes 5 Minutes ?
Time on site is 10 minutesThe exact time is unknown. Several methods to track this include ‘events’ on a page such as a video view, a timer or external link to capture this time. However none is exact.
Universal Analytics
Custom Dimensions (& Metrics) Measure Users across Devices
– User ID New Reports / Data
– Demographics Reports– Enhanced eCommerce
*If you want to learn how to track Caffeine Consumption with Universal Analytics check out this video: http://goo.gl/xfOi3U
REPORT INTERFACE
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How to Access
Google Analytics is easy to access:– http://www.google.com/analytics/
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Accounts, Properties & Views
Report Categories
Acquisition -> All Traffic Report
The All Traffic report shows traffic by Source/Medium:
Reporting Interface
The reports in Google Analytics use the same basic interface*.
The following slides will show:– Setting date ranges, comparison,
exporting, secondary dimensions…
* There are some differences such as the navigation reports, flow reports… But in general most reports use the same interface.
Reporting InterfaceDefinitions
Reporting InterfaceDate Range and Comparison
Reporting InterfaceLine Chart Time Ranges
Reporting InterfaceSecondary Metric
Reporting InterfaceSecondary Dimension
Reporting InterfaceReport Type – Data (standard table)
Reporting InterfaceReport Type – Percentage
Reporting InterfaceReport Type – Performance
Reporting InterfaceReport Type – Comparison
Reporting InterfaceExport
Reporting InterfaceEmail
Audience Reports
Answers these questions (and more)?– Where are my visitors coming from?– Are they new visitors?
How many are new? How many are regular visitors?
– When do my visitors come to my site?– What browsers, version of flash, java…
do they use?
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Audience : Location
Audience : New vs. Returning
Audience : Engagement
Audience : Users Flow
Acquisition Reports
– Where did people find out about my site?
– What proportion of visitors come to the site: Directly, through search engines and
through referral websites?– For search engine traffic – what
keywords?– Which referrals provide the ‘best’ traffic?– What campaigns are most effective?
Acquisition : Overview
Acquisition : All Traffic
Acquisition : Organic Keywords
Behavior Reports
– What are the most popular pages?– How do visitors navigate through the
site?– What are the top entrance pages?
How do people reach these pages? – Where did people leave the site?
Further detail to determine if a user goal was satisfied or it was a failed visit.
Behavior : All Pages
Behavior : Landing Pages
Behavior : Landing PagesAnalysis
Behavior : Site Search