Presentation Transcript

1. Trendspotting: Using Google Analytics to Track and React to Website Visitor Patterns

   Chris Brown Assistant Director IU Communications chrmbrow@iu.edu Bob Molnar Web Production Manager IU Communications rmolnar@iu.edu @bobmolnar Hashtag: #iumetrics
2. Web AnalyticsA Definition “measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage” Twitter Hashtag: #iumetrics
3. Analytics at IU Weblogs Page Counters Analog Google Analytics Urchin Twitter Hashtag: #iumetrics
4. Analytics at IU Weblogs Raw server logs of all “hits” Difficult to read and interpret Difficult to cultivate pageviews Twitter Hashtag: #iumetrics
5. Analytics at IU Page Counters First attempt at any organized way to count visitors In-page analytics Easily manipulated and reported only how many “visitors” a page had (often incorrectly) Twitter Hashtag: #iumetrics
6. Analytics at IU Analog IU’s first enterprise-wide analytics solution Extracted from server logs, but organized Limited in scope: Cannot show visits, how website visitors went through the site, how they left the site, how much time they spent on the site, etc. Available for all webserve accounts:http://www-reports.iu.edu/ Twitter Hashtag: #iumetrics
7. Analytics at IU Google Analytics Sophisticated client-side, Javascript-based analytics solution Free to use, but requires a Google account Data is processed on Google servers Aggregate data reporting No way to re-process data once it is collected Cannot track users who use browsers without Javascript enabled/non-Javascript browsers Twitter Hashtag: #iumetrics
8. Analytics at IU Urchin Also a Google product Server-side solution Data is processed on locally owned servers Aggregate & individual data reporting Allows for re-processing of old data In evaluation phase at IU Twitter Hashtag: #iumetrics
9. Web AnalyticsThe Process Twitter Hashtag: #iumetrics
10. Web Analytics Measure Twitter Hashtag: #iumetrics
11. Web AnalyticsHow Google Analytics Works Twitter Hashtag: #iumetrics
12. Web AnalyticsHow Google Analytics Works Twitter Hashtag: #iumetrics
13. Web AnalyticsBlind Spots JavaScript Disabled Cookies Blocked Cookies Removed Private Browsing Multiple Devices Multiple Browsers VPN Connections iFrame Content Twitter Hashtag: #iumetrics
14. Web AnalyticsProfile Filters Limits and modifies traffic data within a profile. Only contains data starting from the date created. Can be applied to multiple profiles, but each must be viewed separately. Never apply to RAW DATA profile. Limit profile data to certain account users. Twitter Hashtag: #iumetrics
15. Web AnalyticsProfile Filters Predefined Filters Exclude traffic from the domains Exclude traffic from the IP addresses Exclude traffic to the subdirectories Custom Filters Exclude/Include Pattern Search & Replace Uppercase / Lowercase Advanced Twitter Hashtag: #iumetrics
16. Web AnalyticsGoals & Funnels A goal is a website page that serves as conversion for your site – i.e. completion of call to action. Form confirmation Downloads Purchase A funnel represents the path that you expect visitors to take on their way to converting to the goal. Conversion rate Visitor goal abandonment Bottlenecks Twitter Hashtag: #iumetrics
17. Web AnalyticsCampaign Links Use for online and offline campaigns Direct Mail E-mail Banner Ads Search URL Builder Tool Provides UTM parameters for performance tracking Campaign Source Campaign Medium Campaign Term Campaign Content Campaign Name Twitter Hashtag: #iumetrics
18. Web Analytics Analyze Twitter Hashtag: #iumetrics
19. Web AnalyticsUnderstanding Your Audience How can web analytics help you better understand your audience(s)? Where are your audiences originating from? Internal vs. External Geographies Traffic Sources Direct Organic Search Pay-Per-Click (PPC) Pay-Per-Impressions (PPI) Off- and Online Campaigns Social Media External Sites Twitter Hashtag: #iumetrics
20. Web AnalyticsUnderstanding Your Audience How can web analytics help you better understand your audience(s)? How do your audiences access the site? Browser Operating System Network Mobile Which devices? Twitter Hashtag: #iumetrics
21. Web AnalyticsUnderstanding Your Audience How can web analytics help you better understand your audience(s)? How do your audiences behave on the site? New vs. Returning Visit Frequency Visit Recency Visit Duration Page Depth Twitter Hashtag: #iumetrics
22. Web AnalyticsUnderstanding Your Content How can web analytics help you better understand your site’s content? How are your pages performing? Pageviews Unique Pageviews Time on Page Bounce Rate Exits Twitter Hashtag: #iumetrics
23. Web AnalyticsUnderstanding Your Content How can web analytics help you better understand your site’s content? How are your pages performing? Page Popularity Content Drilldown Landing Pages Exit Pages Twitter Hashtag: #iumetrics
24. Web AnalyticsUnderstanding Your Content How can web analytics help you better understand your site’s content? What are audiences searching for? Search Volume Search Exits Search Refinements Time After Search Search Depth Twitter Hashtag: #iumetrics
25. Web AnalyticsAdvanced Segments Used to isolate and analyze specific kinds of traffic. Non-destructive and can be applied on historical data. Allows viewing and comparison of multiple advanced segments side by side in reports. Not available for absolute unique visitors, goal and funnel reports. Use filters for these areas. Twitter Hashtag: #iumetrics
26. Web Analytics Under the Hood:Goals & Funnels Twitter Hashtag: #iumetrics
27. Goals & Funnels What is a Goal (a.k.a. “Goal Conversion” or “Conversions”)? Any specific, measurable action performed by a site user that you determine is more valuable than a standard pageview. You can define the desired path to the Goal and track that path using Funnel Reports. You can have up to 20 goals across 5 goal tabs Twitter Hashtag: #iumetrics
28. Web AnalyticsExamples of Goals Downloading a specific PDF Visiting a specific sub-site (e.g., Current Projects, Alumni Giving, etc.) Engagement goals (e.g., commenting on a blog post, sharing a site asset via social media, etc.) Purchasing an item Twitter Hashtag: #iumetrics
29. Web AnalyticsThe Importance of Goals Single most important measurement Helps to define website success: completion of a Goal Also measures how close visitors who did not complete the Goal came to completion “Negative Goals” – tracking how people get to error pages, etc. Twitter Hashtag: #iumetrics
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32. Web AnalyticsFunnel Reports Funnel - the path a visitor takes to complete a Goal Funnel Reports Trace the visitor path to a Goal Not ideal for every Goal (e.g., Pages/Visit) Use for Goals that have a clear linear path Expect to lose visitors at each step in the path (thus, the term “Funnel”) Twitter Hashtag: #iumetrics
33. Web AnalyticsTypes of Funnels Twitter Hashtag: #iumetrics Adapted from Clifton, B. Advanced web metrics with Google Analytics.
34. Web AnalyticsCylinder Shape This shape represents 100% Goal completion. It is unrealistic, if not unattainable. Twitter Hashtag: #iumetrics Adapted from Clifton, B. Advanced web metrics with Google Analytics.
35. Web AnalyticsTraditional Funnel The most common shape. Represents a sharp decrease in visitors with each step in the Funnel. Twitter Hashtag: #iumetrics Adapted from Clifton, B. Advanced web metrics with Google Analytics.
36. Web AnalyticsThe “Bulge” Shape The “bulge” represents an ill-designed path, where there is a sharp increase in visitors in the middle of the path. Twitter Hashtag: #iumetrics Adapted from Clifton, B. Advanced web metrics with Google Analytics.
37. Web AnalyticsThe “Birdbath” Funnel A shape depicting a large number of visitors leaving early in the process. Represents poor conversion and significant barriers to progress. The shape of the Funnel can tell us a lot. Twitter Hashtag: #iumetrics Adapted from Clifton, B. Advanced web metrics with Google Analytics.
38. Web AnalyticsThe “Flowerpot” Funnel This is the ideal shape. Represents a well-optimized path, with a gradual decrease in visitors with each step in the Funnel. Twitter Hashtag: #iumetrics Adapted from Clifton, B. Advanced web metrics with Google Analytics.
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40. Web AnalyticsThe Multi-Channel Funnel Report New feature in the latest version of Google Analytics Shows the path to a Goal from multiple channels (e.g., social media, banner ads, email blasts) for up to 30 days prior to Goal achievement For more information: http://bit.ly/ga-mcf http://bit.ly/ga-mcf-vid Twitter Hashtag: #iumetrics
41. Web Analytics Under the Hood:Campaigns Twitter Hashtag: #iumetrics
42. Web AnalyticsCampaigns What is a campaign? Campaign Reporting is a way to track a marketing campaign’s results under a single category. Link Tagging is a process by which you can customize URLs to track website visits that comprise a campaign. Twitter Hashtag: #iumetrics
43. Web AnalyticsParameters for Link Tagging utm_campaign (required) – The name of the specific marketing campaign (e.g., “2011_Comm_Mrktg_Conf”) utm_medium (required) – The marketing medium by which a visitor came to visit the website (e.g., “email”, “postcard”, “billboard”, “banner ad”, “twitter”, “facebook”) Twitter Hashtag: #iumetrics
44. Web AnalyticsParameters for Link Tagging utm_source (required) – A specific source for the website visit (e.g., “vp_email_2011_10_19”, “tweet-10192011”) utm_content (optional) – Used to differentiate ads within a campaign utm_term (optional) – Used only for paid keywords (e.g., Google AdWords) Twitter Hashtag: #iumetrics
45. Web AnalyticsGoogle’s URL Builder http://bit.ly/ga-url-builder Twitter Hashtag: #iumetrics
46. Web AnalyticsDeconstructing the Resulting URL http://admit.indiana.edu/discover?utm_source=research_admit_email&utm_medium=email&utm_campaign=AdmitAcademicOptions Twitter Hashtag: #iumetrics
47. Web AnalyticsThe Source http://admit.indiana.edu/discover?utm_source=research_admit_email&utm_medium=email&utm_campaign=AdmitAcademicOptions Twitter Hashtag: #iumetrics
48. Web AnalyticsThe Medium http://admit.indiana.edu/discover?utm_source=research_admit_email&utm_medium=email&utm_campaign=AdmitAcademicOptions Twitter Hashtag: #iumetrics
49. Web AnalyticsThe Campaign Name http://admit.indiana.edu/discover?utm_source=research_admit_email&utm_medium=email&utm_campaign=AdmitAcademicOptions Twitter Hashtag: #iumetrics
50. Web AnalyticsShortening the URL Shorten the URL when sending it to visitors:http://admit.indiana.edu/myoptions/admit Methods for shortening URLs Use bit.ly: http://bit.ly (requires free account activation for customizing URLs) Use go.iu.edu (IU’s URL-shortening service, requires CAS login):http://go.iu.edu/ Add custom, shortened URL to your website’s .htaccess file (not for the faint of heart!) Twitter Hashtag: #iumetrics
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53. Web Analytics Under the Hood:Virtual Pageviews Twitter Hashtag: #iumetrics
54. Web AnalyticsVirtual Pageviews What is a virtual pageview? A method for making reading a report “cleaner” Replaces longer URLs in a report with a readable format Similar to Events (covered later) Twitter Hashtag: #iumetrics
55. Web AnalyticsLong URLs and Reporting Some dynamically-generated URLs may contain a long string of parameters used for connecting to databases:http://www.amazon.com/s/ref=nb_sb_noss?url=search-alias%3Daps&field-keywords=Being+lucky+Herman+Wells&x=0&y=0 Databases need those parameter values, but the associated URLs are hard to read and decipher in Google Analytics reports. Twitter Hashtag: #iumetrics
56. Web AnalyticsWhen should you use virtual pageviews? Google Analytics includes the ability to create Virtual Pageviews to replace confusing URLs in reports. You can also use Virtual Pageviews for items that are not normally tracked as pageviews, but have similar actions (e.g., opening a PDF file). Twitter Hashtag: #iumetrics
57. Web AnalyticsReporting with Virtual Pageviews In any pageview reports, only the folder path and parameter string (depicted in red below) will appear: http://www.iucat.iu.edu/uhtbin/cgisirsi/t45rMDnjOO/I-UNIVLIB/17211593/9 Twitter Hashtag: #iumetrics
58. Web AnalyticsReporting with Virtual Pageviews Virtual pagviews make reporting folder paths easier to read: http://www.iucat.iu.edu/uhtbin/cgisirsi/t45rMDnjOO/I-UNIVLIB/17211593/9 /books/Herman Wells - Being Lucky Twitter Hashtag: #iumetrics
59. Web AnalyticsVirtual Pageviews - Creating the URL <a href="http://www.iucat.iu.edu/uhtbin/cgisirsi/t45rMDnjOO/I-UNIVLIB/17211593/9" onclick="_gaq.push(['_trackPageview','/books/Herman Wells - Being Lucky']);">Being Lucky by Herman B Wells</a> Twitter Hashtag: #iumetrics
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61. Web Analytics Under the Hood:Events Twitter Hashtag: #iumetrics
62. Web AnalyticsEvents What is an event? An event is any action a visitor is capable of performing while visiting a website. Practical definition for Google Analytics: Any in-page action that does not cause a pageview Help to reduce high bounce rate on a page that would otherwise generate a single pageview Twitter Hashtag: #iumetrics
63. Web AnalyticsEvents Event examples Watching an embedded video: Playing the video Stopping the video Navigating an in-page slideshow In-page gadgets (AJAX) File downloads Twitter Hashtag: #iumetrics
64. Web AnalyticsEvent Components category (required) – a value describing a group categorized under a common name (e.g., “Homepage Slideshow”). action (required) – a value describing what the user did to trigger an event (e.g., “click”, “press play”, “stop”). optional_label– an optional value you can use to provide additional text information (e.g., “Slide 1: State of the University Address”, “Play Alumni Video”) optional_value– an optional numeric (integer only) value that use can use to provide additional numeric information. Google Analytics will sum all aggregate values. Twitter Hashtag: #iumetrics
65. Web AnalyticsTagging an Event <a href=“#”onclick=“_gaq.push(['_trackEvent', 'CATEGORY', 'ACTION', 'OPTIONAL_LABEL', OPTIONAL_VALUE)”>Link</a> Twitter Hashtag: #iumetrics
66. Web AnalyticsExample of a tagged Event <a href=“#”onclick=“_gaq.push(['_trackEvent', 'Homepage Slideshow', 'Click', '1 - IU Energy Challenge winners', 1])”>Link</a> Twitter Hashtag: #iumetrics
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68. Web AnalyticsEvents vs. Virtual Pageviews Since Events do not generate pageviews, use them only to track actions that would not count as a pageview normally (e.g., interacting with a video, AJAX application, slideshow, external links, etc.). Virtual Pagviews do count as pageviews. Use them to track actions that you would consider a pageviewunder most circumstances (e.g., downloading a PDF, Word document, etc.) Twitter Hashtag: #iumetrics
69. Web Analytics Under the Hood:New Features Twitter Hashtag: #iumetrics
70. Web AnalyticsMobile Reports Access the reports using Audience » Mobile Overview – Simple report showing breakdown of mobile vs. non-mobile visitors. Mobile Devices – Presents visitors broken down by mobile device. You can also segment by service provider, input selector (e.g., touchscreen, joystick, stylus), operating system, and other dimensions. Also includes visitor location segmenting (using the Map Overlay feature). Twitter Hashtag: #iumetrics
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72. Web AnalyticsVisitors Flow Report Access the report using Audience » Visitors Flow Uses nodes and connections to graphically represents the paths visitors used to navigate your website. “A node represents: one metric of the dimension by which you’re filtering the visualization (first column); or a single page or collection of pages (for example, all pages in the wearables directory).” “A connection represents the path from one node to another, and the volume of traffic along that path.” Twitter Hashtag: #iumetrics
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74. Web AnalyticsReal Time Data Reporting Access the reports using Home tab » Real Time (BETA) Overview - shows referrals (websites and keywords) of visitors who are currently viewing your website. Locations - the geographic locations of current visitors. Traffic Sources – depicts mediums and sources of current visitors. Good for monitoring campaigns. Content – reveals the pages with which current visitors are interacting. Twitter Hashtag: #iumetrics
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77. Web AnalyticsSocial Engagement Reports Access the reports using Visitors » Social section Engagement – Compares how people who used social media (SM) on your site performed vs. people who did not use SM. Action – compares each SM channel and the action performed Pages – Compares social interactions across pages in your site Twitter Hashtag: #iumetrics
78. Web Analytics Act! Twitter Hashtag: #iumetrics
79. Web AnalyticsThe Process Twitter Hashtag: #iumetrics
80. Web AnalyticsMeasure – Best Practices Establish your site goals (macro and micro). Define the audience(s) and metrics associated to each goal. Update your site privacy policy. Create a Google Account. Create a RAW DATA profile. Create filters for isolating and analyzing subgroup traffic. Map goal funnels. Utilize “UTM” parameters in hyperlinks for campaigns. Twitter Hashtag: #iumetrics
81. Web AnalyticsAnalyze – Best Practices Establish a scheduled review period (monthly, quarterly, semester, annually) for each goal. Review metrics defined for each goal. Raw Data Filters Advanced Segmentations Determine trends, performance bottlenecks, and new growth opportunities. Identify actionable insights. Twitter Hashtag: #iumetrics
82. Web AnalyticsAct – Best Practices Make it a priority. Dedicate resources for action. Implement site changes to better align with goal objectives reflective of analytics findings. Content SEO Site/Page Usability Process/Workflow Design Elements Twitter Hashtag: #iumetrics
83. Web AnalyticsFor More Information Send us an Email: metrics@iu.edu Follow us on Twitter: @iumetrics Analytics Resources: http://bit.ly/iumetrics Twitter Hashtag: #iumetrics
84. Web AnalyticsSpecial Thanks Greg Polit Director, Informational & Emerging Technologies IU Communications Nancy Clensy Assistant for Special Projects Vice President for Public Affairs and Government Relations Tadas Paegle New Media Developer IU Communications Twitter Hashtag: #iumetrics
85. Web Analytics Thank You! Twitter Hashtag: #iumetrics