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By: Rafael Chemtob

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  1. By: Rafael Chemtob

  2. What is Web Analytics? “Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage. Web analytics is not just a tool for measuring website traffic but can be used as a tool for business research and market research, as well as a means to determine and improve upon the effectiveness of a web site. It helps one to estimate how traffic to a website changes after the launch of a new advertising campaign. Web analytics provides information about the number of visitors to a website and the number of page views. It helps gauge traffic and popularity trends which is useful for market research.” * Wikipedia Why use web analytics? “If you can’t measure it, you can’t manage it! ” Google Analytics

  3. What are the different choices in web analytics? Other analytics packages: eLogic Shiny Stat Site Meter Stat Counter W3 Counter More………. Google Analytics

  4. Google Analytics – Setting up an account Setting up a Google Account – search “Google Account” Navigate to Google.com/analytics Google Analytics

  5. Google Analytics – Setting up an account (continued…) - Enter general website information Google Analytics

  6. Google Analytics – Setting up an account (continued…) - Enter website profileinformation Google Analytics

  7. Google Analytics – Setting up an account (continued…) - Copy and Install Tracking Codes: Google Analytics

  8. Google Analytics – Setting up an account (continued…) • Ecommerce (Where applicable): • Please visit http://code.google.com/apis/analytics/docs/tracking/gaTrackingEcommerce.html • for eCommerce integration Google Analytics

  9. Google Analytics – Understanding the User Interface (UI) Google Analytics Google Analytics

  10. Google Analytics – Home Tab • Real-Time offers a unique look of what’s currently occurring on the website • Locations shows the location of the current users on the website • Traffic Source shows where these users came from • Content shows which pages these users are interacting on Google Analytics

  11. Google Analytics – Understanding the User Interface (UI) Audience: data includes Demographics (location, language,etc.), New vs. Returning, Technology (Browser information, Windows/Mac), Mobile (type of mobile device, etc.) Advertising: Link to Adwords Traffic Sources: Sources of traffic, separation between paid and unpaid traffic Content: Overview page usage, site speed, entrance and exit pages, bounce pages. Conversion: Goal information, funnels, financial (revenues), product performance, multi-channel Funnels, etc. Help Center Google Analytics

  12. Google Analytics – Traffic Sources Google Analytics

  13. Google Analytics – Traffic Sources Search Traffic Report – This report lets you see a breakdown of organic vs. paid search traffic (Traffic Type), along with the search engines, keywords, and campaigns (Source) that are sending traffic. Direct Traffic Report – The information in this report lets you see which of your URLs are the most popular destinations for direct traffic: which URLs people can easily remember (e.g., google.com), which addresses appear most often in auto-completion, or which of your pages are bookmarked the most. Referral Traffic Report - The information in this report lets you see which domains (and pages in those domains) are referring traffic to your site, how much traffic they're referring, which landing pages are the most popular referral destinations, and the extent to which those referred visitors interact with your site. Google Analytics

  14. Google Analytics – Organizing Traffic Sources Google Analytics

  15. Google Analytics – Traffic Sources (Understanding UTM Variables) • Organizing traffic by classification (IE. Paid Search, Affiliates, Email, etc.) • Google Analytics allows traffic to be ‘tagged’ using UTM variables. • Most Common UTM Tags • utm_source = traffic source • utm_medium = delivery method • utm_campaign = name to help you keep track of different campaigns • utm_term = used to identify keywords • utm_content = used for split testing or separating 2 ads that go to the same URL * To create the URL just add a "?" at the end of the URL and then an "&" between each one of the terms www.MySite.Com Slickdeals.net Paid Click www.MySite.com?utm_source=AFF&utm_medium=CPA&utm_campaign=Slickdeals.net Google Analytics

  16. Google Analytics – Organizing Traffic Sources Google Analytics

  17. Google Analytics – Introduction to Filters Filters allow you to limit and modify the traffic data that is included in a profile. For example, you can use filters to exclude traffic from particular IP addresses, focus on a specific subdomain or directory, or convert dynamic page URLs into readable text strings. Always use filters with a new profile. Predefined filters: Exclude/Include only traffic from the domains: use this filter to exclude/include only traffic from a specific domain, such as an ISP or company network. Exclude/Include only traffic from the IP addresses: use this filter to exclude/include only clicks from certain sources. You can enter a single IP address, or a range of addresses. Exclude/Include only traffic to the subdirectories: use this filter to exclude/include only traffic to a particular subdirectory (such as www.example.com/motorcycles). Google Analytics

  18. Google Analytics – Custom Filters Exclude Pattern: This type of filter excludes log file lines (hits) that match the Filter Pattern. Matching lines are ignored in their entirety; for example, a filter that excludes Netscape also excludes all other information in that log line, such as visitor, path, referral, and domain information. Include Pattern: This type of filter includes log file lines (hits) that match the Filter Pattern. All non-matching hits are ignored and any data in non-matching hits is unavailable to the reports. Lowercase / Uppercase: Converts the contents of the field into all uppercase or all lowercase characters. These filters only affect letters, and do not affect special characters or numbers. Search & Replace: This is a simple filter that you can use to search for a pattern within a field and replace the found pattern with an alternate form. Advanced: This type of filter allows you to build a field from one or two other fields. The filtering engine applies the expressions in the two Extract fields to the specified fields and then constructs a third field using the Constructor expression. Google Analytics

  19. Google Analytics – Filters (continued…) Google Analytics

  20. Google Analytics – Filters (continued…) Walk through an advanced filter entry. Google Analytics

  21. Google Analytics – eCommerce ** Attribution ** Google Analytics

  22. Google Analytics – eCommerce (Attribution) • Google Analytics attributes goals and revenue to the first click of the last session. • Session: A session is initiated when a user lands on your site. A new session is created when: • More than 30 minutes have elapsed between pageviews for a single visitor. • At the end of a day. • When any traffic source value for the user changes. Traffic source information includes:utm_source, utm_medium, utm_term, utm_content, utm_id,  • utm_campaign, and gclid. Google Analytics

  23. Google Analytics – eCommerce (Multi-Channel Attribution) • An ad is clicked, a purchase is made: Not so simple • When a customer buys or converts on your site, most conversion tracking tools credit the most recent link or ad clicked. In reality though, customers research, compare and make purchase decisions via multiple touch points across multiple channels. So marketers that measure return solely on the last channel that a customer touches before conversion are getting an incomplete picture, and potentially missing out on important opportunities to reach their customers. • Multi-Channel Funnels reports are generated from conversion paths, the sequences of interactions (i.e. clicks/referrals from channels) during the 30 days that led up to each conversion and transaction. The conversion paths are collected via the Google Analytics visitor cookie which records interactions by the same browser and machine. The Multi-Channel Funnels data combines the Google Analytics conversion data with the sequence of interactions captured in the visitor cookie. Google Analytics

  24. Google Analytics – eCommerce (Multi-Channel Attribution) Assisted Conversion Report Google Analytics

  25. Google Analytics – eCommerce (Multi-Channel Attribution) The Assisted Conversions Report This report shows how many conversions were assisted by each channel (Assisted Conversions), how many were completed by each channel (Last Interaction Conversions), and value of these conversions (Assisted Conversion Value and Last Interaction Conversion Value). The ratio of Assisted/Last Interaction Conversions shows whether the channel primarily assisted conversions (values of 1.5 and higher) or completed conversions (values approaching 0). Google Analytics

  26. Google Analytics End of Session 1 Q&A Google Analytics

  27. Stretch time

  28. Google Analytics – Content Walkthrough Content Overview provides an at-a-glance overview of the key pageview metrics for your site Google Analytics

  29. Google Analytics – Landing Pages Google Analytics

  30. Google Analytics – Navigational Summary Navigation Summary allows you to trace the path of users from specific pages on your site. Using ‘advanced segmentation’, you can narrow down the traffic criteria. Google Analytics

  31. Google Analytics – Advanced Segmentation A segment is a subset of your data. Usually, it refers to a subset of visitors whose behavior you would like to see and analyze. For instance, usually you are looking at all visits to your site. You may want to analyze only the "Paid Traffic" or "Visits with Conversions" or "Organic traffic" segments and even compare these segments side by side in reports. Advanced Segmentation allows you to isolate and analyze these subsets of your traffic. Google Analytics

  32. Google Analytics – Advanced Segmentation Google Analytics

  33. Google Analytics – Create a Custom Advanced Segmentation Advanced Segments can be created using any analytics variable permutations: Examples: 1- Traffic with Conversions 2- Paid Traffic with Conversions 3. Traffic from a keyword that converted or achieved a goal Google Analytics

  34. Google Analytics – Filters (continued…) Walk through an Advanced Segmentation Entry Google Analytics

  35. Google Analytics – Understanding Goals, Funnels, and Events Google Analytics

  36. Google Analytics – Understanding Goals, Funnels, and Events Analytics offers four kinds of goals for different types of conversions: URL DestinationThe conversion occurs because a specific page (or virtual page) is viewed by the visitor. For example, if you have a lead-generation website that presents a page that thanks the user for sending contact requests, you could set the URL to/sales/thankyouforcontactingus.html. Time on SiteThe conversion occurs after a specific period of time has elapsed for the visit. For example, you could use this type of goal to determine how many visitors stay longer than two minutes on your newly redesigned shopping page. Pages/VisitThe conversion occurs after a defined number of pages have been viewed for the visit. You could use this type of goal when you anticipate visitors to view a set of 3 pages minimum, for example. EventThe conversion occurs because an action has been triggered on an event. In order to set this kind of goal, you must first set up event tracking on your site with at least one named Event category. Google Analytics

  37. Google Analytics – Understanding Goals, Funnels, and Events • Event tracking allows you to track and measure user activity separately from pageviews • Examples: • Any Flash-driven element, like a Flash website, or a Flash Movie player • Embedded AJAX page elements • Page gadgets • File downloads • Load times for data Google Analytics

  38. Google Analytics – Understanding Goals, Funnels, and Events Event Components Category: A category is the root level of event tracking and is the base level for sorting your events. Some example categories are "Videos" and "Downloads". Action: An action is a descriptor for a particular event. Typical examples include clicking the Play or Stop buttons for a video. However, actions can be described by any string you specify. You can, for example, have an action called Video almost finished that triggers when the play-back slider on a video reaches the 90% mark. Label: A label is an optional descriptor that you can use to provide further granularity to your event tracking. You can specify any string for a label. Value: A value is a numerical variable that you can assign to any event that you've assigned to a category. You can have explicit values, such as "30", or inferred values based variables you define elsewhere, such as "downloadTime". Implicit Count: The implicit count is a count of the number of interactions with an event category. Google Analytics

  39. Google Analytics – Event Example Google Analytics

  40. Google Analytics – Understanding Goals, Funnels, and Events The Funnel Visualization Report This report shows where visitors enter and abandon the funnel for the goal you have selected. Shown within each box is the number and percentage of visitors who continued during each step. The boxes on the right hand side show how many people abandoned each step and where they went. The boxes on the left show how people arrived into the funnel and where they came from. Google Analytics

  41. Google Analytics – Understanding Goals, Funnels, and Events To create a goal and funnel, go to setup and click on Profiles Goals  URL Destination Google Analytics

  42. Google Analytics – Annotations Annotations allow you to create personalized notes in your analytics. Now, no more wracking your brain for (or reanalyzing) that incredible peak in traffic last August or that dip in your goal conversions the month before.  Instead, you merely write a note in your analytics when something unusual happens. Examples:  “New Site Launched.”  “Fall AdWords campaign began.” “New blogpostretweeted and retweeted.” Google Analytics

  43. Google Analytics – Annotations How annotations look in GA reports Google Analytics

  44. Google Analytics – Helpful Resources Analytics Help Google Analytics

  45. Google Analytics – Takeaways Tag all traffic. Always leave an unfiltered profile for backup. Setup multiple funnels to understand how visitors are interacting with specific parts of your site. Data is great, too much data is overwhelming. Annotate Learn how to use “HELP” Test, measure, adjust…… repeat… Google Analytics

  46. Q&A Rafael.Chemtob@Gmail.com Google Analytics