getting more out of analytics presented by tobin lehman

GETTING MORE OUT OF ANALYTICS

Tobin Lehman, [email protected]

Thursday, September 15, 2011

mailto:[email protected]


WHAT IS ANALYTICS?

• Google’s Web Tracking Software

• Google Acquired Urchin Software in 2005, made the product free under the name Analytics.

• Let’s you understand what has happened to your site.


HOW IT WORKS

• Uses Javascript to track page events

• Simple tracking code is put on your pages

• This requires javascript to be active on the browsers

• 3% of Users in the US have Javascript disabled.*

http://visualrevenue.com/blog/2007/08/eu-and-us-javascript-disabled-index.html




TERMINOLOGY

Visits: Users coming to the site. One visit might have multiple page views.

Unique Visits: Some users may come back multiple times. This measures how many unique users came.

Page Views: The number of pages viewed on the site.

Unique Page Views: The number of unique views by individual visitors.


TERMINOLOGY

Bounce: Is the measure of a visitor arriving at a page on your site and immediately leaving. Their entrance page is the same as their exit page.

This is the most confusing because google Allows you to look at this metric in some irrelevant ways with averages.

Exits: The number of visitors who leave the site after this page. This could be a link to another site, or simply close the window.


UNDERSTANDING THE DATA

Top Level Categories

•Dashboard• Intelligence• Visitors• Traffic Sources• Content• Goals


THE KEY METRICS

The are 7 common metrics that most companies need to know to make informed decisions about your web traffic. Making these reports apart of your monthly review can truly shape decisions.

• Browsers / Devices • Traffic Sources • Referrers• Keyword Analytics• Top Content• Exit / Bounce• Goals / Events


VISITORS


VISITORS > BROWSERS > OPERATING SYSTEMS


TRAFFIC SOURCES


TRAFFIC SOURCES > ALL SOURCES


TRAFFIC SOURCES > REFERRING SITES


TRAFFIC SOURCES > KEYWORDS


CONTENT


CONTENT > TOP CONTENT


CONTENT > TOP CONTENT BY TITLE


CONTENT > EXIT AND BOUNCE


GOALS


ADVANCED CONFIGURATIONS

•Goals and Funnels

•Campaign Tracking

•Custom Reports

•Google Intelligence


GOALS AND FUNNELS

Goals allow you to track a path of a user and gather information on the success or failure of that path.

Home


GOALS AND FUNNELS


Home Product


GOALS AND FUNNELS


Home ProductOrderForm


GOALS AND FUNNELS


Home ProductOrderForm

Thank You


GOAL DETAIL


GOALS SETUP

Setting up a Goal, you need to know the page that starts, contains, and ends the goal. The more detailed you are, the better.


EDIT PROFILE


EDIT PROFILE > ADD GOAL


CAMPAIGN TRACKING

Using Google’s campaign tags you can better differentiate your incoming traffic to understand and gather data about your visitors.

Home

Washingtonian: Print Ad : May 2011

Washingtonian: Online Ad : June 2011

Newsletter : Email Blast: August 2011


CAMPAIGN SETUP

Using Google’s URL Builder, you can customize the links you use in your internal communications and the links you give to your outside vendors.

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




CAMPAIGN SETUP

Using Google’s URL Builder, you can customize the links you use in your internal communications and the links you give to your outside vendors.



CAMPAIGN SETUP

Results link that is used to track specific traffic to your site.

http://www.google.com/?utm_source=AHCMC&utm_medium=EMAIL&utm_campaign=NEWS






TRAFFIC SOURCES > CAMPAIGNS


CUSTOM REPORTS

Create reports that make sense to you, and have them sent to you automatically. Enjoy stats over your morning coffee...


CUSTOM REPORTS > CREATE


CUSTOM REPORTS > CAMPAIGNS


EMAIL REPORT


INTELLIGENCE

Create Alerts and let Google email you when something significant is happening to your site.


INTELLIGENCE


IN REVIEW•Understand the basic terminology

•Seven key metrics to evaluate your site

•Use goals and funnels to value your traffic

•Campaign tracking to segment traffic

•Create custom reports and send them via email

•Use Google Intelligence to keep us informed


THANK YOUIf you have further questions, please feel free to contact me for more information.

Tobin Lehman, OwnerTobin Lehman: Design + Interactive

[email protected]. 575.5887




getting more out of analytics presented by tobin lehman

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number of visitors

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