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Basics of Google Analytics. GA version 4 with async code. Presentation I made for an agency in 2010 covering the basics of Google Analytics; Why Analytics, features and most useful reports.
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“If you cannot measure it, you cannot improve it.”
Lord Kelvin
http://www.samuellavoie.comhttp://ca.linkedin.com/in/samuellavoie
Web Analytics Overview
Offsite Tools Onsite Tools
Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.
Web Analytics Overview
Offsite Tools- Opportunity; size of
your potential audience,
- Visibility; share of voice,
- Sentiments; buzz happening on the Internet
Onsite Tools- visitor’s onsite
journey- visitors drivers- website’s
performance
What is Google Analytics
Google Analytics is a free, hosted web analytics tool that can help you create more effective sites and increase ROI on marketing campaigns
What is Google Analytics
How are visitors using my site?
How can I make my marke5ng campaigns more effec5ve and accountable?
Am I crea5ng effec5ve content?
Where and why are shoppers abandoning my shopping cart?
How do I improve site interac5on?
What is Google Analytics
ga.js
2004
2005
2007
urchin.js
Async
2009
Async
2011
Conventions
• GA = Google Analytics
• GATC = Google Analytics Tracking Code
• Cookie = Small text messages a web server transmits to a web browser so it can keep track of the user’s activity on a Website
• Google Session cookie = 30 minutes
Account setup
1.Create a Google account with business email2.Create GA account on
[email protected] [email protected] as administrator4.Add [email protected] as reviewer5.Install GATC on every pages
Account setup
Install GATC on every pagesBefore </head> HTML tag
<script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-XXXXX-X']); _gaq.push(['_trackPageview']);
(function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })();</script>
Account setup
Google Account
GA Account
Other Google
Services
Account 1 Account 2 Account 3
Profile 1 Profile 2 Profile 3
| Interface
Interface Navigation
Accounts Overview
Interface Navigation
Specific Account
Report Interface
Interface Features
Date Range Comparison
Interface Features
Multi-line Graphs
Interface Features
Narratives and Scorecards
Interface Features
Report Tabs
Interface Features
Quick Segmentation
Interface Features
Quick Segmentation
Interface Features
Report Views
| Reports
What Reports are Important
• Visitors
• Traffic Sources
• Content
• Goals
• Compare Time Periods
• Ecommerce (if applicable)
• Number of Visitors• Number of Pageviews• Pageviews per Visitor• Bounce Rate• New vs. Returning• Visitor Loyalty
–Number of Return Visits–Frequency/Recency of Visits
Visitors
Visitors
Traffic Sources
• Direct Traffic
• Refering Sites
• Search Engines–Paid vs Organic
–Keywords
–Adwords Integration
Traffic Sources
• Search Engines
• Referrals
• Campaign, Medium and Source
Content
• Top Pages
• In-Page Analytics
• Time on Page
• Exits from that Page
• Site Search
• Event Tracking
Goals
• Contact Forms
• Purchase funnel
• Newsletter Signups
Goals
• Configuration
Ecommerce
• Number of Sales
• Conversion Rate
• Average Sale Value
• Product Performance
• Visits until Purchase
• Days until Purchase
• Event Categories
• Event Actions
• Trending Events
Event Tracking
• Instal
<a href="#" onClick="_gaq.push(['_trackEvent', 'Videos', 'Play', 'My Video Title']);">Play</a>
<li class="subscription"><a href="en/subscribe.html" onclick="_gaq.push(['_trackEvent', 'Subscribe', 'Click', 'footer-link', ]);">Subscribe Now</a></li>
Event Tracking
• Event Categories
• Event Actions
• Trending Events
Site Search
Funnels
•Extension of Goals
•Predefined steps–Path to confirmation
•Track conversion process–See entry and exit
points throughout process
| Extend
Books
http://www.webanalytics20.com/ http://www.advanced-web-metrics.com
http://www.samuellavoie.comhttp://ca.linkedin.com/in/samuellavoie
Certifications
http://www.google.com/intl/en/analytics/partners.htmlhttp://www.google.com/support/conversionuniversity
http://www.samuellavoie.comhttp://ca.linkedin.com/in/samuellavoie
A tour of GA
• Dashboard
• Email + Export Reports
• Important Features
• Questions
http://www.samuellavoie.comhttp://ca.linkedin.com/in/samuellavoie