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Google Analytics Essentials 2014

Google Analytics Essentials 2014. September 23, 2014. Gray Lawry. Director, Media & Analytics. San Francisco - 2012. by the numbers. 2014. 100 %. 60. 183. travel. years. travel. experts. In business. Why Miles?. International. Core Differentiators. Integration. Data Driven.

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Google Analytics Essentials 2014

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  1. Google AnalyticsEssentials 2014 September 23, 2014

  2. Gray Lawry Director, Media & Analytics San Francisco - 2012

  3. by the numbers 2014 100% 60 183 travel years travel experts In business

  4. Why Miles? International Core Differentiators Integration Data Driven Content Monetization

  5. Platforms

  6. Why Analytics?

  7. Audience Survey

  8. on tap for today • Analytics theory & data collection • Platform & landscape changes • Defining a framework • Understanding accounts • Dimensions and metrics • Standard report review • Campaign tracking • Advanced segments • Attribution • Resources

  9. Analytics Theory & Data Collection Google Analytics Essentials 2014

  10. “Web analytics is the measurement, collection, analysis, and reporting of internet data… ….for purposes of understanding and optimizing…” http://en.wikipedia.org/wiki/Web_analytics

  11. Goal is to provide directional guidance in order to improve website/app conversion Strategic companies use web analytics to change the future rather than report on the past Quantify the results of web analysis projects -Adam Greco

  12. turning data into insights Measure Learn Action

  13. the code

  14. the code GA Code

  15. _UTM.gif /__utm.gif?utmwv=5.4.3&utms=10&utmn=574974016&utmhn=www.visitstpeteclearwater.com&utmcs=UTF-8&utmsr=1600x900&utmvp=1402x745&utmsc=32-bit&utmul=en-us&utmje=1&utmfl=11.7%20r700&utmdt=Restaurants%20%26%20Nightlife%20%7C%20St%20Petersburg%20Clearwater%2C%20FL%20Beach%20Vacations&utmhid=266680107&utmr=0&utmp=%2Flibrary%2Frestaurants-nightlife&utmht=1371723732467&utmac=UA-40817200-1&utmcc=__utma%3D241632773.220176171.1370254480.1371496308.1371723712.7%3B%2B__utmz%3D241632773.1370254480.1.1.utmcsr%3D

  16. _UTM.gif

  17. Questions

  18. Platform & Landscape Changes Google Analytics Essentials 2014

  19. technology landscape

  20. technology landscape

  21. technology landscape • The measurement protocol • Server side sessionization • Offline conversion import • Custom dimensions and metrics • Dimension widening • Cost data import

  22. technology landscape Google Tag Manager Account Container 1 Container 2 Rules • Google Analytics • Custom HTML • AdWords Conversions • Adobe Analytics • Remarketing • Floodlight Macros Users

  23. Questions

  24. Define a Framework Google Analytics Essentials 2014

  25. objectives Why does your website exist?

  26. goals Goals are strategies to accomplish your business objectives.

  27. key performance indicators A key performance indicator (KPI) is a metric that tells you how you are doing against your objectives.

  28. targets Targets are pre-determined metric values that indicate success or failure.

  29. objectives • Increase awareness for destination • Boost visitor expenditure • Generate leads

  30. goals Visitor Expenditure Generate Leads Awareness Reinforce online and offline advertising • Engage visitors with itineraries • Provide users with relevant deals Capture leads via guide and email requests Goals

  31. KPIs Visitor Expenditure Generate Leads Awareness Reinforce online and offline advertising • Engage visitors with itineraries • Provide users with relevant deals Capture leads via guide and email requests Goals • Downloads of itineraries of >=3d • Deal interactions Branded Traffic # of guide orders and eNews sign ups KPIs

  32. targets Visitor Expenditure Generate Leads Awareness Reinforce online and offline advertising • Engage visitors with itineraries • Provide users with relevant deals Capture leads via guide and email requests Goals • Downloads of itineraries of >=3d • Deal interactions Branded Traffic # of guide orders and eNews sign ups KPIs • 300 downloads of itineraries of >=3d • 900 deal interactions 30k branded visits per month 276 leads Targets

  33. Questions

  34. Understanding Accounts Google Analytics Essentials 2014

  35. hierarchy of accounts

  36. hierarchy of accounts Account Property View

  37. Questions

  38. Dimensions & Metrics Google Analytics Essentials 2014

  39. dimensions and metrics Dimensions Metrics Browser Country Keyword City Campaign Landing Page Screen Size Language Operating System Search Term Product Revenue Visits Time on Site Goal Conversion Rate Conversions Average Price Quantity Time on Page Clicks Impressions Revenue Per Visit Cost Per Click

  40. Questions

  41. Using Reports Google Analytics Essentials 2014

  42. 5 reports to start with • How many users visit my site per day and from what source? • Where do your users visit from? • Which are the most popular pages of my site? • Which pages do people see first (landing pages) when they visit my site? • How many of my visitors are using a mobile device?

  43. acquisition > all traffic

  44. audience > geo > location

  45. behavior > site content > all pages

  46. behavior > site content > landing pages

  47. audience > mobile > overview

  48. Questions

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