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Painting by Numbers: G o o g l e Analytics

Painting by Numbers: G o o g l e Analytics. So What?. Ask yourself “so what” 3 times. What can you do with this data? If you can’t do anything, it’s not useful. Look for Trends. Numbers in a vacuum do not mean much. Can you compare it to something? Can you look at the data over time?.

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Painting by Numbers: G o o g l e Analytics

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  1. Painting by Numbers:Google Analytics

  2. So What? • Ask yourself “so what” 3 times. • What can you do with this data? • If you can’t do anything, it’s not useful.

  3. Look for Trends • Numbers in a vacuum do not mean much. • Can you compare it to something? • Can you look at the data over time? 42

  4. Don’t Forget Qualitative Data! • Must know visitors and pages to interpret analytics data (quantitative). • Use surveys, focus groups, or informal chats with visitors to find out about how they use the site (qualitative).

  5. Filter & Segment • Make sense of the data by looking at a subset: your subject library or department, new visitors, iPhone users, etc. • Combine to create advanced segments: new visitors with iPhones, etc.

  6. What Do All These Numbers Mean? • Visits • %New Visits • Pageviews • Pages/Visit • Bounce Rate • Avg. Time on Site • Traffic Sources • Content 1.02 121,585 99.05% 123,747 99.69% 00:00:02

  7. Google Analytics Dashboard

  8. Google Analytics Dashboard

  9. Visits & % New Visits Visits % New Visits Measured by cookies. • Measured by cookies. • From the time a site is accessed until browser is closed or user is inactive for 30 minutes. What about visitors who don’t allow cookies or remove them?

  10. Visits & % New Visits

  11. Visits & % New Visits

  12. Pageviews & Pages/Visit Pageviews Pages/Visit Average number of pages accessed in a visit. “Visit” as defined previously. • An instance of a page being loaded by a browser. • Relies on changing URL. Activity on rich media (Flash, etc.) sites will not show up as pageviews without special code.

  13. Pageviews & Pages/Visit

  14. Pageviews & Pages/Visit

  15. Bounce Rate • Percentage of visits that left your site after a single page • Look at what page they are on and where they are going. Did they print the page? Did they go to another Libraries site? • Combine Bounce Rate with Keywords or Avg. Time on Site to find out more. • Prioritize bounce rate by most popular landing page. • Look at particular segments to make sure you aren’t losing visitors you want.

  16. Bounce Rate

  17. Bounce Rate

  18. Avg. Time on Site • Calculated by timestamps for each page. • No way to tell how much time was spent on last page. Did they find what they want or just give up? What can you really do with this information?

  19. Avg. Time on Site

  20. Avg. Time on Site

  21. Traffic Sources Referring Sites Keywords Search terms that led visitors to your site. • URL where visitor originated before arriving at your site • “So what?” • Try sorting these to find out which give you higher Bounce Rates, fewer Pages/Visit, etc. • Create a segment and look at these areas.

  22. Traffic Sources

  23. Traffic Sources

  24. Content Content Landing Pages core entry points for visitors (not just your home page) • why people come to your site & what they are looking for • Try viewing as Content by Title Try sorting Top Content or Landing Pages on Unique Pageviews, Bounce Rate, Etc.

  25. Content

  26. Content

  27. Site Overlay • Visual representation of what links are being visited on site • Puts the data in the context of the site. Use it to decide which links can or should be changed.

  28. Hands-On Training Sessions

  29. Google Analytics Resources • Google Analytics Blog • Google Analytics Help: • Getting Started • Analytics IQ • Analytics Help Forum • ITS Technology Training Community • Kyle James’ Presenations • Avanish Kaushik's Blog & Web Analytics an Hour a Day • Shelby Thayer's Blog • Web Analytics Association https://wikispaces.psu.edu/display/training/Google+Analytics+Training and click Google Analytics Resources.

  30. Questions

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