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Google Analytics 101

Google Analytics 101. Amar Trivedi AmDee LLC. Need for Google Analytics. Which website initiatives are effective? What are the accurate traffic patterns and trends Where the visitors are coming from? What do the visitors do on the site?

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Google Analytics 101

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  1. Google Analytics 101 Amar Trivedi AmDee LLC

  2. Need for Google Analytics • Which website initiatives are effective? • What are the accurate traffic patterns and trends • Where the visitors are coming from? • What do the visitors do on the site? • Why visitors leave the site without doing what I want them to do? • What site content people are interested in?

  3. Introduction • Google Analytics (GA) was built using Urchin Software Corporation • Google acquired Urchin in 2005 • GA also uses elements from Measure Map • Since min-August 2006 GA has been available to all the users (not only to Adwords subscribers) • In 2005 GA used urchin.js file to track users • Since 2007, it uses ga.js

  4. GA Pros and Cons Pros Cons • Free • Simple Interface • Easy Implementation • Track multiple sites • Drill-down reporting • URL and Title based • No history • Google owns the data • No link between analytics data and SEO strategies

  5. How do I sign up for Google Analytics? • Sign in to your Analytics account at https://analytics.google.com. • Need Google account to access and use GA • Create account • Add your site to track • Embed JavaScript Code on each page of the site • Different CMS need different ways of embedding code

  6. GA Dashboard Date Ranges Main Menu Help Overview Graph Site Usage Stats Widgets Custom Reporting

  7. GA Dashboard (cont.) • Date Range • Default last month • Change the range and click apply • Compare data from past

  8. GA Dashboard (cont.) • Main Menu • Intelligence (Beta) • This report shows a list of custom and automatic alerts for daily metrics in the date range selected (not covering now) • Visitors • How many people came to your site and how extensively did they interact with your content? • A user that visits your site. The initial session by a user during any given date range is considered to be an additional visit and an additional visitor. Any future sessions from the same user during the selected time period are counted as additional visits, but not as additional visitors.

  9. GA Dashboard (cont.) • Main Menu (cont.) • Traffic Sources • This report provides an overview of the different kinds of sources that send traffic to your site. • Content • This report provides an overview of pageview volume and lists the pages (Top Content) that were most responsible for driving pageviews. • Goals • For non-ecommerce sites, goal conversions are the primary metric for assessing how well a site fulfills business objectives.

  10. GA Dashboard (cont.) • Help Resources – Use it ALL the time! • About this Report – Quick overview of report • Conversion University – Test your IQ • Common Questions - FAQs

  11. GA Dashboard (cont.) • Overview Graph • Multiple ways to look at the data

  12. GA Dashboard (cont.) • Visit: The number of visits your site receives is the most basic measure of how effectively you promote your site. Starting and stopping ads, changing your keyword buys, viral marketing events, and search rank are some examples of factors that influence the number of visits your site receives. • Pageview: Pageviews is the total number of pages viewed on your site and is a general measure of how much your site is used. • Pages/Visit (Average pageviews): A high Average Pageviews number suggests that visitors interact extensively with your site. A high Average Pageviews results from one or both of: • Appropriately targeted traffic (i.e. visitors who are interested in what your site offers • High quality content effectively presented on the site.

  13. GA Dashboard (cont.) • Time on Site: Time on site is one way of measuring visit quality. If visitors spend a long time visiting your site, they may be interacting extensively with it. However, Time on site can be misleading because visitors often leave browser windows open when they are not actually viewing or using your site. • Bounce Rate: Bounce rate is the percentage of single-page visits (i.e. visits in which the person left your site from the entrance page). Bounce rate is a measure of visit quality and a high bounce rate generally indicates that site entrance (landing) pages aren't relevant to your visitors. • New vs. Returning: A high number of new visitors suggests that you are successful at driving traffic to your site while a high number of return visitors suggests that the site content is engaging enough to keep visitors coming back.

  14. GA Dashboard (cont.) • Site Usage • Visits (total number of visits to site) • Pageviews – a visit can contain multiple pageviews, or the number of pages viewed during the given date range • Pages per Visit (average number of pages viewed per visit) • Average Time on Site (average time on site for each visitor) • % New Visits (percent of total visitors who visited your site for the first time) • Bounce Rate (percent of single-page visits)

  15. GA Dashboard (cont.) • Widgets • Demo how to use the widgets and add to the dashboard

  16. Questions?

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