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If you have a web site, you should be using a Web analytics tool. Learn how to implement Google Analytics: a no cost tool to analyze traffic at your web site
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Web Analytics:
What is going on?
Dan LucarelliDirector – Marketing & EducationPennsylvania One Call System, Inc.www.dlucarelli.com
Survey:
How many are using some form of Analytics?
Agenda
• Web Analytics defined
• Logs vs Analytics
• AWSTATS
• Web Analytics: Google Style
• How to set up Google Analytics
• The Hard Part: Defining what you want
Web Analytics Defined
Web Analytics – The process of collection, measurement and analysis of user activity on a website to understand and help achieve the intended objective of the website.
Definitions retrieved February 11, 2009, from: http://www.outsource2india.com/webanalytics/glossary.asp
Web Analytics defined
Web Analytics is software that generates metrics:
– How many times a file is accessed;
– How many pages are served;
– How many unique IP addresses.
• Analytics can:– Calculate the most popular pages;
– Count the time spent on a page;
– Figure out the ‘bounce’ rate
Source: Google Analytics 2.0, Ledford and Tyler, Wiley Publishing (2007), ISBN 978-0-470-17501-9, p. 5.
Why use Analytics?
• Analytics helps you improve your site’s purpose.– What is your site’s purpose?
• Serve customers? (Members)
• Sell things?
• Distribute content?
– Need to answer the ‘purpose’ question first
Logs vs Analytics
• Logs = what happened from the Server perspective.
– Infer what happened by examining log files on the Web server
• Analytics = what happened from the User perspective
– Track usage with cookies, timestamps, scripts, page names in a database
Logs vs Analytics
Unique Users
• Logs:
– IP address• Firewall at a company
site
• one user for the entire company
• Analytics:
– Users and sessions (cookies)
• n Users behind the firewall
Page Views
• Logs:
– Number of pages
• Analytics:
– Number of pages andthe time spent on each page
Log file analyzer
• Software to make sense of Server logs– AWSTATS, Logaholic, Splunk, others
– Almost always offered by a hosting service
– Minimalistic logs and analysis in IIS
Getting started with Analytics
Step by Step
Step 1: Create an Account
• https://www.google.com/accounts/Login
Step 2: Log in to Analytics
• https://www.google.com/analytics/reporting/login
Step 3: Sign Up
Step 3: Sign Up
Step 3: Sign Up
Step 4: Agree to Terms
Step 5: Get the Code
Step 6: Add the code to your Web Site
<HTML><HEAD>
<title>Pennsylvania One Call System, Inc.</title><meta content="Microsoft Visual Studio .NET 7.1" name="GENERATOR"><meta content="Visual Basic .NET 7.1" name="CODE_LANGUAGE"><meta content="JavaScript" name="vs_defaultClientScript"><meta content="http://schemas.microsoft.com/intellisense/ie5" name="vs_targetSchema"><LINK href="index16.css" type="text/css" rel="StyleSheet"><link rel="SHORTCUT ICON" href="http://www.pa1call.org/images/1call.ico"><script language="javascript" src="index16pr.js"></script>
</HEAD>
The Google Analytics code goes here, just before the <body> tag on the page…
<body id="thebody" bgColor="#004e82">
The finished page…<HTML>
<HEAD><title>Pennsylvania One Call System, Inc.</title><meta content="Microsoft Visual Studio .NET 7.1" name="GENERATOR"><meta content="Visual Basic .NET 7.1" name="CODE_LANGUAGE"><meta content="JavaScript" name="vs_defaultClientScript"><meta content="http://schemas.microsoft.com/intellisense/ie5" name="vs_targetSchema"><LINK href="index16.css" type="text/css" rel="StyleSheet"><link rel="SHORTCUT ICON" href="http://www.pa1call.org/images/1call.ico"><script language="javascript" src="index16pr.js"></script>
</HEAD>
<script type="text/javascript">var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www.");document.write(unescape("%3Cscript src='" + gaJsHost + "google‐analytics.com/ga.js‘ type='text/javascript'%3E%3C/script%3E"));</script><script type="text/javascript">try {
var pageTracker = _gat._getTracker("UA‐xxxxxxx‐1");pageTracker._trackPageview();
} catch(err) {}</script>
<body id="thebody" bgColor="#004e82">
Add the code to every page
• The Google Analytics code must be added to every page on your Web site to be effective.– Google can track links and user paths through
the site
– Bounce rate
– Time on site
– Goals
Now What?
Now What?
• Wait. A week or so. Give Google time to collect data from users on your site.
• Check to see if the code was installed properly:
• Log in to: http://analytics.google.com
Green Check = Code Working
Xxxxxx‐x
Xxxxxx‐x
Basic reports and Graphs
Xxxxxx‐x
The Dashboard
Drill-down - Visits
Users by Geography
User Trending
Entrance Page…
… and Exit Page
The Dashboard can be rearranged
Review
Review
• If you have a Web site, you should be analyzing traffic
• You can analyze server-side (logs) or user-side (proactive analysis tools)
• User-side analysis gives more insights
• There are good-to-very good tools available at no cost (Google Analytics)
Questions?
(Thanks! for your time!)
Dan LucarelliDirector – Marketing & EducationPennsylvania One Call System, Inc.www.dlucarelli.com
