How to Make the Most of Google Analytics on Your Evoq Site

About Bruce Chapman

• Product Manager at DNN

• First DNN Module ever written: Google Analytics Integration Module, August 2007

• Presented multiple times on Analytics at conferences

• Fan of Google Analytics since it was ‘urchin.js’

• Worked on the Analytics feature in Evoq 9

Connect with me on Twitter:

@brucerchapman | @DNNCorp

http://www.dnnsoftware.com/cms-features/content-analytics

http://twitter.com/brucerchapman

http://twitter.com/DNNCorp

Web Analytics : Back to Basics

Why do we use Analytics?

•To know how many people have visited our site

•To know where our visitors arrive from

DNN / Proprietary and Confidential. All Rights Reserved.3






But Why? What does that achieve?







What can you do with this information?







What can you do with this information?

Can you answer these two additional questions?

A Site with No Web Analytics


Authored Content Visitors

Interactions

Why We Need Web Analytics






Interactions

Feedback




Interactions

Feedback

Adjustments &

New Content

Feedback Loop

• Web Analytics gives us feedback

› How our content is being consumed

› Who is consuming it

› Where they are arriving from

• Feedback Loop Quality ➤ Content Creation Quality

› Matching Content and Data

› Richness of the Data

› Speed of the feedback loop


Using Google Analytics



Feedback

Adjustments &

New ContentGoogle Analytics:

✅ Powerful and Comprehensive

✅ Free to Use

✅ Easy to set up

Google Analytics Strengths and Weaknesses


✅ Free to Use

✅ Easy to set up

⚠️ Finding Content can be hard




✅ Free to Use

✅ Easy to set up


⚠️ Requires separate authentication




✅ Free to Use

✅ Easy to set up



⚠️ Editors may not have access at all




✅ Free to Use

✅ Easy to set up




⚠️ Separate Application to visit




✅ Free to Use

✅ Easy to set up





⚠️ Domain knowledge to get the best value




✅ Free to Use

✅ Easy to set up






⚠️ No interaction tracking by default


Improving value of Google Analytics



Feedback

Adjustments &

New Content

Increase quality and speed of Feedback

Google Analytics Integration in Evoq

• Leverages data in your Google Analytics instance to provide meaningful insights within Evoq

• Curated interactive tables, graphics and insights

• Site Analytics (Content Manager focus)

• Page Analytics (Content Editor focus)

For more details, visit our Evoq Analytics product page.


http://www.dnnsoftware.com/cms-features/content-analytics

Benefits of Google Analytics In Evoq






⚠️ No interaction tracking by default

21 DNN / Proprietary and Confidential. All Rights Reserved.

✅ Open Analytics in Context with

content

✅ Authenticate once with Evoq

✅ All Content Managers and

Editors have access

✅ All in the Content

Management Experience

✅ Curated data to separate

signal from the noise

✅ Built in Interaction tracking

Google Analytics Site Google Analytics Data in Evoq

Site-Level Analytics in Evoq

Insights • for finding data

exceptions and interesting facts

Trend • boxes for key trend

analysis against prior period

Top • Fives: insights on

Conversions, Engagement,

Channels, Campaigns,

Entrance Pages and Events

Trends, Insights, • Rankings: not

available or not easy to access

in Google Analytics

Page-Level Analytics in Evoq

• Key trends and rankings

• Page metrics for selected date

ranges

• Visitor Flow to understand how

visitors arrive and leave each

page

• Interaction Events to understand

how clicks, scrolls, etc.

• Visitor Flow, Trend, Rankings:

not available or not easily found

in Google Analytics

Understanding Conversions



Interactions

Adjustments &

New Content

✓ ❌

Conversion

Conversions in Google Analytics

In Google Analytics, conversions are called “goals.”

There are four types of goals:

1. Visit Duration

2. Pages per Visit

3. URL Destination

4. Events

Every site should have goals defined. Otherwise, what is the purpose of the site?


Google Analytics: Goals Examples


Form Completions and E-commerce Checkouts

• URL Destination is popular

• E-Commerce tracking can assign revenue/value

• Allows for Funnel Tracking

Event Completion

• Watching Videos

• Adding items to carts

• User Registrations

Visitor Segmentation

Unsegmented Data

5 Drinks


Segmented Data

1 latte

1 decaf cappuccino

1 double espresso

1 hot chocolate

1 flat white

Item Quantity

Drinks 5

Item Quantity

Latte 4

Decaf Cap. 1

Double Espresso 1

Hot Chocolate 1

Flat White 1

Item Quantity

Coffee Based 4

Chocolate Based 1

Unsegmented Data

5 Drinks

Segmented Data

1 latte

1 decaf cappuccino

1 double espresso

1 hot chocolate

1 flat white

Item Quantity

Drinks 5

Item Quantity

Coffee Based 4

Chocolate Based 1

Visitor Segmentation

Unsegmented Data

5 Drinks


Segmented Data

1 latte

1 decaf cappuccino

1 double espresso

1 hot chocolate

1 flat white

Item Quantity

Drinks 8

Item Quantity

Latte 4

Decaf Cap. 1

Double Espresso 1

Hot Chocolate 1

Flat White 1

Item Quantity

Coffee Based 4

Chocolate Based 4

Summary

The value of analytics depends on the feedback loop

Results are driven by the quality and speed of the feedback ›loop

Data› -driven insights can inform content improvements

Ease of access drives usage›

Conversions matter

Define › your site’s goals

Review goal completion (› “conversions”) in Evoq

Segmentation

Understand metrics by each visitor segment›

Do more › of what works and less of what doesn’t

For More Information

Visit the DNN Software website for more information on our Evoq CMS

http://www.dnnsoftware.com/cms-features

http://www.dnnsoftware.com/cms-features

Marketing

How to Make the Most of Google Analytics on Your Evoq Site