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If you have not used google analytics before please visit www.google.com/analytics/
http://support.google.com/analytics/bin/answer.py?topic=1008008&ctx=topic&answer=1008065
Getting the most from your Google Analytics
Getting started
EITHER: Copy and paste tracking code into the pages you want
tracked (using raw editor on sitebuilder, before </head>
http://support.google.com/analytics/bin/answer.py?hl=en-GB&answer=1008080
Getting the most from your Google Analytics
• Process
when a page is displayed by the browser, the inserted JavaScript executes
this code loads the ga.js script from a Google server
this script stores data about the visit in cookies on the user’s machine
this cookie data is sent in a query string to a secure GA reporting server
the cookie data, relating to the page visit, is then extracted from the access logs of the
Google secure server and stored in the corresponding GA account for use in compiling reports
• Note
JavaScript is required on the user’s machine
cookies must be enabled
data is recorded when cached and reloaded pages are viewed
https://developers.google.com/analytics/resources/concepts/gaConceptsTrackingOverview
Getting the most from your Google Analytics
Report Navigation
4. Report Finder
5. Directory of Reports
6. Report Title
Report Sharing,Dashboards,
and Downloading
18. Dashboards, Realtime, Intelligence
19. Custom Reporting
20. Customize, Email, Export
21. Add to Dashboard
22. Shortcuts
23. Annotations
Help Resources
24. Contextual Help
25. Help Search Box
2 19 3
1
4 6 7
8
20 21 22
18
9
14 15
5
23
24
10 12
25 16 17
11
Help Resources
24. Contextual Help
25. Help Search Box
19. Custom Reporting 13
20. Customize, Email, Export
21. Add to Dashboard
22. Shortcuts
23. Annotations
Getting the most from your Google Analytics
• Google account
• Analytics account
• Property
• Profile
• Administrator *
• User
* http://analytics.blogspot.ie/2013/03/enhancing-google-analytics-access.html
Click on “admin” in the top right corner of google analytics, and the relationship of account to
property to view becomes a little clearer…
Getting the most from your Google Analytics
• Standard report
• Custom report
• Dashboard
• Widget
Getting the most from your Google Analytics
Common metrics
• Visits
a period of interaction between a web browser and a web site
closing the browser or staying inactive for >30 minutes ends the visit
• Unique Visitors
counts each visitor only once during the selected date range
uniquely identified by a GA visitor cookie, assigns a random visitor ID to the user, combines it
with timestamp of the visitor’s first visit
if visitor A views a site 4 times during the selected date range, visitor B views the same site
once, that’s 2 unique visitors
• Pageviews
counts every time a page on a site loads
Getting the most from your Google Analytics
Common metrics
• Unique pageviews
represents the number of visits during which that page was viewed
if visitor views page A 4 times during one visit, it is 4 pageviews, 1 unique pageview
• Bounce
calculated as a single-page view or single-event trigger in a visit or session—these qualify as
bounces:
a visitor clicks on a URL sent by a friend, reads the content on the page and closes the
browser
a visitor comes to your home page reads for a minute or two and immediately leaves
a visitor comes directly to a page referred from a search, leaves the page available in the
browser while completing other tasks in other browser windows and the session times out
• Bounce rate
percentage of visitors that view only one page during a visit to your site
Getting the most from your Google Analytics
Common metrics
• New Visits
percentage of all visits from first-time visits
Getting the most from your Google Analytics
Real-Time reports
Real-Time reports
Getting the most from your Google Analytics
Audience reports
Audience reports
https://support.google.com/analytics/bin/answer.py?hl=en&answer=1006930&topic=1631856&rd=1
Getting the most from your Google Analytics
Custom campaigns
http://support.google.com/analytics/answer/1033867?hl=en
Getting the most from your Google Analytics
Traffic Sources—Social
http://www.google.com/analytics/features/social.html https://developers.google.com/analytics/devguides/socialdata/
Getting the most from your Google Analytics
Traffic Sources—Social
Content reports
Reference material
• Overview on wikipedia:
http://en.wikipedia.org/wiki/Google_analytics
• Google support:
http://support.google.com/analytics/
http://www.google.com/search?q=Google+Analytics
Getting the most from your Google Analytics
Admin—Goals
• Specify a name for the goal and choose to make that goal
active or inactive
• Four different types of goals
http://support.google.com/analytics/bin/answer.py?hl=en&answer=1032415
Getting the most from your Google Analytics
Admin—Goals
http://support.google.com/analytics/bin/answer.py?hl=en&answer=1116091
Getting the most from your Google Analytics
Admin—Goals
• Visit duration
specify hours, minutes, seconds that occurs for a time lapsed on a visit
• Pages/Visit
specify a number of pages visited
• Event
used with Event tracking to track activity such as a file download
configure a combination of one or more event conditions (category, action, label, value)
http://support.google.com/analytics/bin/answer.py?hl=en&answer=1033068
Getting the most from your Google Analytics
Admin—Goals
depending on goal
type selected, different goal details
to be supplied
Getting the most from your Google Analytics
Reporting—Conversions
When goal is reached, GA calls this a
conversion
Monitor your goals—view path to each
goal, visualise funnel conversion rate,
goal flow
Ability to optimise value of ecommerce
activity
View impact of all online marketing
activities including search, social, email
in multi-channel funnels reports
http://www.google.com/analytics/features/conversion-suite.html
Getting the most from your Google Analytics
• Funnel Visualisation
funnel showing the route of all traffic to conversion—displays URLs visitors took when
abandoning route to goal and percentage of those who progressed to conversion
• Goal flow
flow visualises the path from where visitors came from, through different pages towards the
conversion and table displays percentage from source
Getting the most from your Google Analytics
Reporting—Conversions
http://support.google.com/analytics/bin/answer.py?hl=en&answer=1033867
https://support.google.com/analytics/bin/answer.py?hl=en&answer=1191180&topic=1191164
Getting the most from your Google Analytics
Suggested actions
http://www.google.com/analytics/features/advanced-segments.html
Getting the most from your Google Analytics
Visualise data
• Within tables of data—select other dimensions, add second
dimension to compare with same metrics
search the table for a particular word and continue with more advanced search
https://support.google.com/analytics/bin/answer.py?hl=en&answer=1010052&topic=1009682
Getting the most from your Google Analytics
Visualise data
Annotations
Profiles—filtering data
http://support.google.com/analytics/bin/topic.py?hl=en&topic=1032939&parent=1726911
Getting the most from your Google Analytics
Profiles—filtering data
http://support.google.com/analytics/bin/answer.py?hl=en&answer=1033162
Getting the most from your Google Analytics
Suggested actions
• Minimise effort
Use the dashboards to group together relevant reports
Schedule emails to key staff
Create your own reports
Use shortcuts
Consider using Share Assets
Getting the most from your Google Analytics
Dashboards
https://support.google.com/analytics/bin/answer.py?hl=en&answer=1068216&topic=1068215&rd=1
Getting the most from your Google Analytics
Dashboards
http://www.google.com/analytics/learn/solutions-gallery.html
Getting the most from your Google Analytics
select title to go to
Schedule emails
http://support.google.com/analytics/bin/answer.py?hl=en&answer=1038573
Getting the most from your Google Analytics
Create users
http://support.google.com/analytics/bin/answer.py?hl=en&answer=1699665&topic=1009690&ctx=topic
Getting the most from your Google Analytics
https://support.google.com/analytics/bin/answer.py?hl=en-GB&topic=1012046&answer=1033013&rd=1
Getting the most from your Google Analytics
• General information
enter a name for the custom report
• Report content
name report tab of either type Explorer or Flat table
Explorer—contains a hierarchy of data tables linked by clickable rows (name and select
Metric group and Dimension drilldowns)
Flat table—a single table showing all the data (add up to 5 dimensions and 25 metrics)
• Filters—optional, to limit report to subset of data
• Profiles—optional, add other profiles that this report is also
available
https://support.google.com/analytics/bin/answer.py?hl=en-GB&answer=1151300&topic=1012046
Getting the most from your Google Analytics
Suggested actions
Summary
http://managewp.com/effectively-use-web-analytics-to-your-advantage
Getting the most from your Google Analytics
http://socialmediatoday.com/siteprebuilder/501747/five-awesome-tips-extract-valuable-seo-secrets-google-analytics-data
Getting the most from your Google Analytics
https://developers.google.com/analytics/devguides/
Getting the most from your Google Analytics
https://developers.google.com/analytics/devguides/collection/
Getting the most from your Google Analytics
https://developers.google.com/analytics/devguides/collection/gajs/
Getting the most from your Google Analytics
https://developers.google.com/analytics/devguides/collection/gajs/methods/
Getting the most from your Google Analytics
https://developers.google.com/analytics/devguides/collection/gajs/methods/
Getting the most from your Google Analytics
https://developers.google.com/analytics/resources/concepts/gaConceptsCookies
Getting the most from your Google Analytics
https://developers.google.com/analytics/resources/concepts/gaConceptsCookies
Getting the most from your Google Analytics
https://developers.google.com/analytics/resources/concepts/gaConceptsTrackingOverview#trackingCodeExecution
Getting the most from your Google Analytics
https://developers.google.com/analytics/resources/concepts/gaConceptsTrackingOverview#gifParameters
Getting the most from your Google Analytics
https://developers.google.com/analytics/resources/concepts/gaConceptsTrackingOverview#trackingCodeExecution
Getting the most from your Google Analytics
https://developers.google.com/analytics/devguides/collection/gajs/methods/gaJSApiBasicConfiguration
Getting the most from your Google Analytics
https://developers.google.com/analytics/devguides/collection/gajs/methods/gaJSApiBasicConfiguration
Getting the most from your Google Analytics
http://techoctave.com/c7/posts/58-entourage-js-automatic-download-tracking-for-asynchronous-google-analytics
Getting the most from your Google Analytics
Event tracking
https://developers.google.com/analytics/devguides/collection/gajs/eventTrackerGuide
Getting the most from your Google Analytics
http://googleanalytics.netskills.biz/cgi-bin/generic?instanceID=1
Getting the most from your Google Analytics
http://googleanalytics.netskills.biz/cgi-bin/generic?instanceID=1
Getting the most from your Google Analytics
Custom variables
https://developers.google.com/analytics/devguides/collection/gajs/gaTrackingCustomVariables
Getting the most from your Google Analytics
http://googleanalytics.netskills.biz/
Getting the most from your Google Analytics
Summary
• Google Analytics collection API
• ga.js JavaScript file
• Objects and script methods
• Google Analytics cookies
• The _utm.gif data transfer technique
• Different script methods related to tracking
• Examples using _trackPageview, _trackEvent and
_setCustomVar
• Custom embedding of Google Analytics JavaScript methods
in a web page to provide rich tailored collection of data
available for analysis