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Google Analytics - What's it all about?

Google Analytics - What's it all about?. Jed Becher Web Coordinator Minnesota Department of Natural Resources. Intersect August 9, 2011. What can you learn from GA?. Number visits – Uniques not accurate Number of pages viewed Pages viewed per visit

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Google Analytics - What's it all about?

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  1. Google Analytics - What's it all about? Jed Becher Web Coordinator Minnesota Department of Natural Resources Intersect August 9, 2011

  2. What can you learn from GA? • Number visits – Uniques not accurate • Number of pages viewed • Pages viewed per visit • Bounce rate – user looked at one page and left • Average time on site • Visitor types - mobile / new and return visits • Keywords used in search - can filter by anything • Referrers / search engine traffic

  3. What can you learn from GA? • Top landing pages • Top exit pages • Time comparison one year to the next • Campaign tracking – track external advertising clicks to a page on your site • Track downloaded files - using extra URL code • Track site exits – using extra URL code • View an overlay of site traffic on entire site • Send weekly or monthly reports of anything

  4. What can you learn from GA? • Link to AdSense and AdWord accounts • View content viewed on or by …. • New users • Returning users • Visitors coming via search • A particular referrer • A particular day • A certain browser / mobile users

  5. Page Tags • GA is a SaaS page tag service. These usually captures data with JavaScript code • Page Tags collect data via the visitor’s web browser and sends information to remote data-collection servers – method employed by GA • Page tags are best to use in a CMS environment where all content flows through templates otherwise the tracking tags can get removed • If a page does not have a tag, it is not tracked

  6. Page Tag Methodology

  7. Log Files • Log files refer to data collected by your web server independently of a visitor's browser: The web server logs its activity to a text file that is usually local. Server-side data collection captures all requests made to your web server, including pages, images, and PDF’s. • Analog, Webalizer, and AWStats are open source examples. WebTrends is a commercial example

  8. Log File Methodology

  9. Numeric Differences • Google Analytics recorded a significantly higher number of visits and page views • Views/ visits do not include PDF downloads or links to external sites • Differences attributed to proxy servers and browsers caching pages

  10. IP Address Issues • A typical home PC averages 10.5 different IP addresses per month • Those visits will be counted as 10 unique visitors by a log file analyzer • Visits will be counted as 10 visits but 1 visitor by GA as the PC used the same tracking cookie

  11. AWStats by Directory • Would need to add up all views to find total by directory topic – no way to add up all things for this division, parks, trails, ATV and more

  12. AWStats for Itasca State Park • Need to add all page views to find out how many page views this park had, can’t tell by day

  13. AWStats Year Summary

  14. GA Year Summary • Peaks on Monday, lows on Sunday. Mobile use is the opposite, peaks on Saturday and Sunday

  15. Page Tags use Cookies • Moving the GA page tag from the bottom of the page to the top increases the reported traffic by 20 percent but it can also make a page take longer to load • PDF’s not tracked by default • Integration with AdWords and AdSense • Small, 4kb or less, stored locally • GA referrer cookies last six months

  16. Page Tags use Cookies • Persistent cookies and session cookies – used to identify users for later use. Used to determine how many first-time or repeat visitors a site has received, how many times a visitor returns each period, and how much time passes between visits • First and third party cookies, first party can only be viewed by the domain setting the cookie • GA uses first-party, anonymous cookies only

  17. How to Implement • Get a Gmail account • Set up a Google Analytics account • Add the tracking code to the header of all pages

  18. Sign Up for an Account

  19. Sign Up for an Account

  20. View of DNR Profiles Main DNR Profile tag

  21. Code Needed for Each Page <script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-6205560-1']); Tracking Code is Unique for each domain _gaq.push(['_trackPageview']); (function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })(); </script>

  22. Also Available for WordPress • Download the plug-in • Install the Plug-in • Start viewing stats

  23. WordPress Plug-ins

  24. DNR Installed Plugins

  25. Configuring Plug-in

  26. Some of What GA Can Provide • Where users are coming from • Mobile users • Keywords used • Referrals • Track PDF downloads • Track clicks to external domains

  27. Map Where Users are Coming From • Shows that Deer disease traffic was concentrated around Rochester where the outbreak was located (Pine Island)

  28. Look Specifically at Mobile Traffic

  29. Pages Mobile Users Viewed

  30. Mobile Operating Systems

  31. Keywords Used for Fall Colors

  32. Sites Referring to Fall Colors

  33. Tracking PDF and offsite Links • To track links to a PDF or external domains, extra code needs to be added to the URL • <a ref="https://jc.activeoutdoorsolutions.com/mn_customer/" onclick="pageTracker._trackPageview('/ELS/horsepass-faq.html');">Buy a horse pass online</a> • Page shows up as: ELS/horsepass-faq.html • This will be recorded as a page view

  34. Virtual Page Views – Buy a License • Shows increase prior to state shutdown

  35. Tracking Views for License Plates • Surge from News Release and Trib story

  36. Tracking Views for License Plates • These were referrals from the Trib on a given day related to a specific story they ran

  37. Creating a Tracking URL • Ever wonder what those long, strange urls’ are behind banner images? • Here is an example of one the DNR used for a spring State Park advertising campaign • http://www.dnr.state.mn.us/state_parks/starter_kit/index.html?utm_source=google&utm_medium=cpc&utm_content=spring%2Fsummer&utm_campaign=AdventureMadeEasy • Google has a tool to create the URL

  38. Creating a Tracking URL

  39. Results From a Tracking URL

  40. Filtering a Tracking URL

  41. Results From a Tracking URL

  42. Pages Views From a Tracking URL

  43. Results From a Tracking URL • Can track specifically how many came from the tracking URL • Can track specifically how long those visitors stayed on the site, if they were new or returning visitors • And more importantly, what they looked at and how far they went into your site and how long they stayed

  44. Page Overlay • View page views on any page • Shows page views and % of traffic • Works on entire site

  45. Compare Year to Year

  46. Custom and Regular Reports • Can send a report up to ten email addresses • One time reports • Weekly • Monthly • PDF, CSV, XML • Sent on Mondays

  47. DNR Weekly Reports

  48. Setting up Weekly Reports

  49. One Time Reports

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