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CONVERGE 2014: PRECONFERENCE SESSION A Using Analytics to Drive Decision-Making - BECKY VARDAMAN Heard how important web analytics are to your overall strategy, but not sure where to start? Join us as we discuss set up, strategy and gaining actionable insights from Google Analytics. You'll leave knowing which data points to track and why. KEY TAKEAWAYS: How to track and engage visitors to your website Set up measurable goals, event tracking and campaign tagging Gain actionable answers through reporting
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Using Analytics to Drive Decision-MakingConverge 2014 Pre-ConferenceOctober 13, 2014
#Converge2014
October 13, 2014#Converge2014
• Google Analytics 101• Is my data accurate?• What should I be looking at?• Goals Exercise• Getting It Done
Converge 2014 Pre-Conference Workshop
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Google Analytics 101
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Web analytics is the study of online behavior in order to improve it.”“
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Web Analytics Process
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•Comparative analysis: measure website trends
•Quantitatively evaluate web content quality •Challenge and validate assumptions•Demonstrate how your website meets
established business goals and users’ needs•Enable stakeholders and content owners to
measure the success of their own content
What GA Can Do:
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Without context,your data is meaningless.
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•2,000 page views•70% returning visitors•80% bounce rate
Numbers Rarely Speak for Themselves
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Google Analytics Tracking Code
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•Data structure•File downloads•Outbound links•In-page events•Flash animation•Embedded videos•Defining goals and
monetizing them
•E-commerce transactions
•Keyword grouping•Visitor types/labels•Segmenting visitors•Tracking error pages•Tracking internal
site-search usage
Not Tracked by Default
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Pageviews
Sessions
Users
Session Based System
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Universal Analytics
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The new Measurement Protocol defines how you can send to data to Google Analytics from any system or any device.
Data is still sent via the __utm.gif image request and you can send data via a GET or a POST. As long as long as you format the data according to the protocol Google Analytics will accept the data.
This means you can send data from call center systems, point of sale systems, etc.
The Measurement Protocol
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Not only can you send offline activities, such as pageviews, to GA reporting, but you can also import conversions.
You need to send the data to Google Analytics when the offline conversion happens using the Measurement Protocol. When you send the hit you’ll need to include some identifier that links the offline conversion to the data in Google Analytics.
Offline Conversion Import
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In the old Google Analytics sessionization was handled in the tracking cookies. The cookies store things like session length and campaign information, as well as an anonymous identifier. With Universal Analytics all of the sessionization happens at the server level.
Now you can configure in the console:
Server Side Sessionization
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Next generation Custom Variables – but with less coding (because of server side sessionization)!
Custom Dimensions and Metrics
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Dimension widening is based on custom dimensions and metrics. The key difference is that this is a bulk-type of feature. Whereas custom dimensions and metrics are done one at a time, dimension widening allows you to add a bunch of new dimensions via a data upload.
Let’s say you are a publisher, and your analytics data has thousands ISBN numbers (basically unique book IDs) in the content reports. You can import detailed information like publication date, author, edition, etc. into Google Analytics, link it with the ISBN number and view other info like publication date, author, edition, etc.
Dimension Widening
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A great way to use the custom metrics feature is to import cost data associated with a marketing campaign. Using an ID number in your content data (like a query string parameter named CID), import cost information about your marketing campaigns.
We’ve always had cost data about Google AdWords but not other marketing activities. This has made it hard to measure true marketing ROI within Google Analytics.
Cost Data Import
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Universal Analytics lets you track the same user, for example, on a work computer, mobile device, home computer, or RFD key (swipe card/loyalty card). By consolidating various login IDs, as well as customer loyalty cards, Universal Analytics can track offline and online purchase behavior. Again, very exciting for retailers.
Other applications? How about display booths at conventions and the fancy nametag swipe readers that add attendees to a mailing list or enter them into a contest? That data can be aggregated, made anonymous and correlated to online conversions in Universal Analytics.
Multi-Platform Tracking
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WEBSITE
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POSTER
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Example: Lollapalooza
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WEBSITE
$
12346
♬
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♬
POSTER
♬CRM
Example: Lollapalooza
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People Involved:• Marketing• IT• Third party applications• Internal Stakeholders (Admissions, Academics, Athletics)
Time Involved:• Actual transition is very quick (replace code)• Making and executing a plan takes longer (up to six months)
This is a great time to be sure you have a strategic analytics plan:• Accurate, reliable data• Audience based goals and events to support them• Regular dashboard reporting and improvements• Tag management
Upgrading
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Upgrading
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Both Universal and Asynchronous
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You’ve Got Two Years...
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Takeaways:This is coming (really, it’s here).You will need to get on board (you’ve got about two years).There are some great tools yet to be released… stay tuned.
Migration:November 2012: Private BetaApril 2013: Public BetaSummer-Fall 2013: Gradual roll out of features.April 2014: Out of Beta
Should We Switch?1. Not should you, but when?2. Now is the time to start making a plan.
The Bottom Line
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Is my data accurate?
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Accounts, Properties, Viewsand Data Quality
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http://www.convergeuniversity.edu/loginProtocol
Subdomain
Root Domain
subdirectory
Anatomy of URL
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Perfect World
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Higher Education
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Account Structure
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Subdomain & Domains Currently in UA? Used? Purpose? Include or Separate or 301 Create ViewCareercoaches.ntc.eduCourseschedule.ntc.eduDairylandacademy.orgNotes02.ntc.edu/intranet2Ntcptl9u.aurora.tcReplay.ntc.eduwww.ntc.eduwww.sparkintomanufacturing.comMprtoolkit.ntc.eduwampen
Make A Map
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#AnalyticsHigherEd
Root Domains
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Subdomains
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Finding the Domains & Subdomains
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Finding the Domains & Subdomains
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Finding the Domains & Subdomains
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Tool
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•There is a limit of 50 views for any given web property.
•You cannot migrate historical data from one account to another.
•You cannot transfer views or web properties to other accounts.
Set Up Considerations
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Club SiteClub Site
Club Site
Club SiteClub SiteClub Site
UA-12542-20
UA-12542-X
UA-12542-X
UA-12542-X
UA-12542-X
UA-12542-X
UA-12542-X
Example
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Self Referrals
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Self Referrals
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Self Referrals
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Self Referrals
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Self Referrals
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Filter: Include Subdomains
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Filter: Include Subdomains
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Universal Analytics to the rescue!
Self Referrals
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Campaign Tracking
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Reminder:
DirectVisitors who come directly to the
website using the domain name.
Search
engines
By default, GA tracks 20+
different search engines.
ReferralsLinks that appear on
other websites.
Campaigns Custom! You decide.
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http://www.convergeuniversity.edu/admissions?utm_source=facebook&utm_medium=social&utm_campaign=fall-2013-campaign&utm_content=video1
http://gaconfig.com/
What is Campaign Tracking?
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When to Use it
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In the Reporting
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Source: “The brand name”facebook, newsletter, affiliate link, google
Medium:The bucketemail, social, cpc, ppc, display
Campaign:The message/contentdate, fall2014, alumni2014-8-15
The Three Facets
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Easier Than it Looks
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Record Your Plan
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But that URL is so long....
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•Always tag your links•Automate when possible•Coordinate and be consistent
Best Practices
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Event Tracking
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What are Events?
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When to Use Them
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Category = video Action = homepage Label = student-affairs
OR
Category = homepage Action = video Label = current-student
OR
Category = video Action = {{URL}} Label = {{innerText}}
The Three Facets
Watch a Video
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Keep Track of Your Event Strategy
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Use Them for Goals!
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Use Them for Custom Segments
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Use Them for Custom Segments
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Great in Dashboards
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How to Implement
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<a href="http://www.lehigh.edu/home" onmousedown="ga('send', 'event', 'link-click', 'logo', 'header')"><img src="http://www4.lehigh.edu/Media/Website Resources/images/admissionsv4/admissions_logosm.gif" alt="Lehigh University" border="0"></a>
Hard Coded Implementation
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Replace with this:
jQuery Events
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jQuery Events
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Google Tag Manager Auto-Event Tagging
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What should I be looking at?
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A Quick Tour
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Date Ranges
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Chart Options
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Secondary Dimensions
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Secondary Dimensions
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Advanced Search
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Advanced Search
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The Reports
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Reports What You Can Learn
AudienceWho are these people?Where geographically?
How often do they come back?
AcquisitionHow did they get here?Search? Direct? Referral?
AdWords Campaigns? Social?
BehaviorWhat did they do?Which pages did they look at?
What did they search for?
ConversionsHow much are they worth?Did they complete our goals?
If not, where did they drop off?
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Who are these people?
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How’d they get here?
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What’d they do?
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How much are they worth?
EXAMPLE DATA:
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Automated Reporting:Dashboards
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• Goals• Current reporting (replace with a dashboard)• Content heavy sections of your site (blog, news)• Content stakeholders• A specific Campaign• A specific Traffic Source (social media, ppc, referrals)• Inbound marketing process (attract, convert, delight)
Where to start?
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Goals Exercise
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•Any website action can be a goal•Visitors can only convert once per visit, per
goal•Goal processing occurs at the view level
About Goals
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Types of goals
URL destinationGoal completed when visitor
views defined URL
Time on siteGoal completed when visitor
spends
X amount of time on site
Pages / visitGoal completed when visitor views
X number of pages on site
EventGoal completed when visitor takes
a predefined action
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Example (required) Funnel Steps
Step 1: Membership Description
Step 2: Membership Payment
Step 3: Membership Welcome Page
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Sample funnel steps
Step 1: /membership.html
Step 2: /membership/payment.html
Step 3: /membership/welcome.html
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How do I track my form if the URL doesn’t change, page to page?
• Can use in Goal Funnels• Ads to total pageview count
Virtual Pageviews
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Engagement Goals
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Event Goals
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Goal Framework:Developing KPIs
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Web Analytics Framework
1 Business Objectives
2 Website Goals
3Key Performance
Indicators (KPIs)
4 Targets
5 Segments
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Web Analytics Framework
1 Business Objectives
What is the purpose of your institution or your group within it?
2 Website Goals
3Key Performance
Indicators (KPIs)
4 Targets
5 Segments
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Web Analytics Framework
1 Business Objectives
What actions on your website contribute to meeting that objective?
2 Website Goals
3Key Performance
Indicators (KPIs)
4 Targets
5 Segments
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Web Analytics Framework
1 Business Objectives
What relevant web metrics can be used to measure your website goals over time?
2 Website Goals
3Key Performance
Indicators (KPIs)
4 Targets
5 Segments
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Thank You!
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Web Analytics Framework
1 Business Objectives
How do you rate success?
2 Website Goals
3Key Performance
Indicators (KPIs)
4 Targets
5 Segments
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Web Analytics Framework
1 Business Objectives
What visitor attributes will provide meaningful insights?
2 Website Goals
3Key Performance
Indicators (KPIs)
4 Targets
5 Segments
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Web Analytics FrameworkAUDIENCE:
1 Business Objectives
2 Website Goals
3Key Performance
Indicators (KPIs)
4 Targets
5 Segments
BREAKOUT SESSION
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Getting It Done
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Getting it Done
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Getting it Done
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Getting it Done
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Additional Resources
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[image]
Identical links stats
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http://gaconfig.com/
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