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www.optimusbt.com | 4555 Mansell Road | Suite 300 | Alpharetta | GA 30022 Google Analytics – KPIs Insights How Far You See?

Google Analytics – KPIs Insights

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Basic Understanding Urchin.Js Vs Ga.Js Google Analytics Set Up Key Performance Indicators (KPIs) Thoughts & Analysis

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Page 1: Google Analytics – KPIs Insights

www.optimusbt.com | 4555 Mansell Road | Suite 300 | Alpharetta | GA 30022

Google Analytics – KPIs Insights How Far You See?

Page 2: Google Analytics – KPIs Insights

www.optimusbt.com | 4555 Mansell Road | Suite 300 | Alpharetta | GA 30022

Topics Covered 1

1.What is Google Analytics? What it does?

Basic Understanding An overview of Google Analytics

2.What is the difference between Google old tracking vs new tracking code?

Urchin.Js Vs Ga.Js A walk through of Old vs new GA – Why new GA code to consider for implementation? Any limitations? Should you migrate or not? How to keep data back up? Thoughts & Discussion

3.How to set up GA code? Where to place the code? – What’s Google recommendations?

Google Analytics Set UpA Practical demo on how to set up Google Analytics Code Using practical example?

4.What is dashboard report? How to read some of the key metrics? What they show?

Key Performance Indicators (KPIs) Definition, significance and interpretation of KPIs

Page 3: Google Analytics – KPIs Insights

www.optimusbt.com | 4555 Mansell Road | Suite 300 | Alpharetta | GA 30022

Basic Understanding – Google Analytics 2What is Google Analytics?

Google Analytics (abbreviated GA) is a free service offered by Google that generates detailed statistics about the visitors to a website. – Wikipedia

Google Analytics shows you how people found your site, how they explored it, and how you can enhance their visitor experience. - Google

How Goes it work?

Google Analytics uses a first-party cookie and JavaScript code to collect information about visitors.

This is java script code GA provides once you sign up for tracking purpose

Any limitations?

Many ad filtering programs and extensions (such as Firefox's Adblock and No Script) can block the GATC. This prevents some traffic and users from being tracked, and leads to holes in the collected data.

Some users do not have Java script-enabled/capable browsers or turn this feature off. However, these limitations are considered small – affecting only a small percentage of visits

Why GA Uses cookies?

It uses cookies to define users’ sessions. For further technical knowledge, you can visit http://code.google.com/apis/analytics/docs/concepts/gaConceptsCookies.html

Page 4: Google Analytics – KPIs Insights

www.optimusbt.com | 4555 Mansell Road | Suite 300 | Alpharetta | GA 30022

Urchin.js Vs GA.js – New Vs Old GTAC 3What is Old Vs New GTAC

Old version of GATC is called Urchin.js while the new version of tracking code is called GA.js

Question – Should You migrate to new GTAC?

It depends: If you are happy with the current features?If you really want to track eventHow valuable is your data?

Old Version of GATC - Legacy tracking code

What is the difference?

There is no difference as far as tracking visitors’ information is concerned but the new version has following benefits including Event Tracking :

Faster, smaller source file – (which will allow for a faster download time)

Easier to use and understandAutomatic detection of HTTPS &

secure transactions Event Tracking will be especially useful for those who have Flash based sites, or for those who use multimedia on their site. An "event" is an action that a user takes on a webpage that doesn't necessarily involve a new page view. Examples include clicks on buttons or images, downloads, navigation in embedded Flash, or Ajax events, like moving a map in Google Maps, etc.

Page 5: Google Analytics – KPIs Insights

www.optimusbt.com | 4555 Mansell Road | Suite 300 | Alpharetta | GA 30022

Urchin.js Vs GA.js – Recommendations4

How Should You Migrate from Old Urchin to New GATC?

If you want to migrate to new GATC while keeping back up for the old data or current data, Google has written a reference guide for switching over to the code in pdf format (Or we’ll send )

If the data is not so important as of now, implement the new version of GATC that looks like the following:

Recommendation – You should migrate to new GATC for new website to leverage the benefits as suggested by Google Experts

Page 6: Google Analytics – KPIs Insights

www.optimusbt.com | 4555 Mansell Road | Suite 300 | Alpharetta | GA 30022

How to Set Up Google Analytics? 5

Sign Up Google Analytics Create profiles Get Tracking Code and implement

Where to Place the GATC Code – Above </body> or below <Head>?

Google generally recommends to place the tracking code before the closing </body> tag of web pages order to avoid any issues with page loading delays for visitors with slow connection speeds.

If a website using Frames, Google recommends to place the code on <head> section of the frameset page (because these pages don't contain a body section).

How to Set Up? Simple 3 Steps Question – Should You place code below <Head> or above <body>?

Old GATC is placed on <Head>

Additional Thoughts

•Frame is not search engine friendly• Usage of this is generally not recommended

from SEO perspective

Page 7: Google Analytics – KPIs Insights

www.optimusbt.com | 4555 Mansell Road | Suite 300 | Alpharetta | GA 30022

Key Performance Indicators (KPIs)6

As defined above, analytics’ prime objective is to provide visitors information. So, its important to understand KPIs in the light of the following questions:

(A) Who is visiting your site?

Visits New visitors Returning/Repeat visitors Geolocation Visualization: See where your visitors live Browser, Platform, Screen resolution, Internet connection Where did they come from? (refereeing sites, search engines, keywords)

Ideally

Page-Views >Visits >Visitors

Page 8: Google Analytics – KPIs Insights

www.optimusbt.com | 4555 Mansell Road | Suite 300 | Alpharetta | GA 30022

Key Performance Indicators (KPIs)7

(B) How they explored or visited? What are the sources? Where did they come from?

Page views Time Spent Bounce Rate

Top Content - See where people are going. Filter your results to see individual pages or sections of your website.

Site Search - Non-intrusive way of finding out "What are you looking for on my site?)

Navigation summary - What page did they come from, where did they go next on your site

Historical trending - Compare past date ranges to see how your website is Trending

Page 9: Google Analytics – KPIs Insights

www.optimusbt.com | 4555 Mansell Road | Suite 300 | Alpharetta | GA 30022

Key Performance Indicators (KPIs)8

(C) How can you enhance your visitors' experience at your site?

Goals - Understand your conversion rate (e.g. purchasing a product: How many people continue through the purchasing process from a product page? Where are they dropping off?) – Funnel Reporting

Website Optimizer - Test different content/images to see what works best (increase conversions) Does require access to your website's html code. – A/B & Multi-variate Testing

Site Overlay - See what your visitors are clicking on. Understand what is working and what is not working in your design. - % of clicks on navigations, pages, tabs

Page 10: Google Analytics – KPIs Insights

www.optimusbt.com | 4555 Mansell Road | Suite 300 | Alpharetta | GA 30022

Key Performance Indicators (KPIs) - Detail9

Who is visiting your site?

Visits - Represent the number of individual sessions initiated by all the visitors to your site. If a user is inactive on your site for 30 minutes or more, any future activity will be attributed to a new session. Users that leave your site and return within 30 minutes will be counted as part of the original session.

The initial session by a user during any given date range is considered to be an additional visit and an additional visitor. Any future sessions from the same user during the selected time period are counted as additional visits, but not as additional visitors.

New visitors vs Returning Visitors -When somebody visits a site for the first time, the visit is categorized as “Visit from a new visitor.” If this user has browsed your website before, the visit is categorized as “Visit from a returning visitor.”

Geo-location Visualization: See where your visitors live (Practical Demo)

Browser, Platform, Screen resolution, Internet connection (Practical Demo)

Page 11: Google Analytics – KPIs Insights

www.optimusbt.com | 4555 Mansell Road | Suite 300 | Alpharetta | GA 30022

Key Performance Indicators (KPIs) - Detail10

Where did they come from?

Refereeing sites – represents what are the websites through which traffic /visitors have come to a website – Off-page Optimization from SEO perspective

Search engines – represents the traffic/visitors from different search engines such Google, Yahoo, Bing, AltaVista and others

Keywords – represents what are the keywords users have typed in to find a website – importance of search engine optimization and target keywords

Direct – represents a direct type of URL on browser to open a website – importance of brand

Page 12: Google Analytics – KPIs Insights

www.optimusbt.com | 4555 Mansell Road | Suite 300 | Alpharetta | GA 30022

Key Performance Indicators (KPIs) - Detail11How they explored or visited? What are the sources? Where did they come from? Page views - A page view is defined as a view of a page on your site that is being tracked by the

Analytics tracking code. If a visitor hits reload after reaching the page, this will be counted as an additional page view. If a user navigates to a different page and then returns to the original page, a second page view will be recorded as well. This shows how many pages are viewed by a visitor during a session. (Practical Demo)

Time Spent – How much time a user spends on website or web page. Google Analytics calculates average time on site is by subtracting the timestamps between the first and the last page-view of a visit.

Bounce Rate - Bounce rate is the percentage of single-page visits (i.e. visits in which the person left your site from the entrance page). Bounce rate is a measure of visit quality and a high bounce rate generally indicates that site entrance (landing) pages aren't relevant to your visitors.

Top Content - See where people are going. Filter your results to see individual pages or sections of your website.

Site Search - Non-intrusive way of finding out "What are you looking for on my site?) Navigation summary - What page did they come from, where did they go next on your site Historical trending - Compare past date ranges to see how your website is Trending

Page 13: Google Analytics – KPIs Insights

www.optimusbt.com | 4555 Mansell Road | Suite 300 | Alpharetta | GA 30022

Key Performance Indicators (KPIs) - Detail12

How can you enhance your visitors' experience at your site?

Goals - Understand your conversion rate (e.g. purchasing a product: How many people continue through the purchasing process from a product page? Where are they dropping off?) – Funnel Reporting - Demo

Website Optimizer - Test different content/images to see what works best (increase conversions) Does require access to your website's html code. – A/B & Multivariate Testing – Demo ( Google AdWords Integration)

Site Overlay - See what your visitors are clicking on. Understand what is working and what is not working in your design. - % of clicks on navigations, pages, tabs - Demo

What is Match Type? – Demo Upon Contact

Exact match Option for Static Website Head Match Option for dynamic website Regular Expression Match option for sub-

domains web sites

What is Filter? – Demo Upon Contact

Its a process to eliminate traffic you don’t want

The custom filter/filter gives data accuracy

Page 14: Google Analytics – KPIs Insights

www.optimusbt.com | 4555 Mansell Road | Suite 300 | Alpharetta | GA 30022

Questions?FREE Consult uS

US Office

Optimus BT4555 Mansell Road, Suite 300

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