Post on 26-Jan-2015
description
Measuring your KPI’s
The Fundamentals
What is web analytics?
“Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding
and optimizing web usage.”
- Web Analytics Association
Tools for measuring the success (or not) of your web site
1. Analysing the Traffic to your website
2. Analysing the user bahaviour on your website
What is Google Analytics?
Feature rich visitor reporting tool- 80 default reports
- Visitor & Goal reporting
Hosted service from Google
Huge scalability
Integrated into AdWords- More than just Adwords tracking
Internationalized in 18 languages
Automated reports (e-mail)
API (ie. desktop appl.) open since May 09
Free service
Google Analytics Users(as the main WA Tool):
Public info – via source codes
Drive the Best Traffic To Your Site
Determine which marketing initiatives are driving the best traffic to your site
Banner Advertising
Search Marketing
Email Marketing
Search Engine OptimizationReferrals
Affiliate Programs
How Google Analytics Works
Domain Server
Visitor Data Utm.gif
Data is processed and stored into report data
tables which is then read to produce reports
Browser/HTML Page
cookies
JavaScript executes; creates 1st party cookies and requests a __utm.gif
from Google servers
Dashboard summaries
Geo overlay
E-commerce reporting
Goal reporting
Funnel Analysis
Adwords integration
Keyword positioning
Google Analytics Key Reports
Dashboard summaries
Geo overlay
E-commerce reporting
Funnel Analysis
Adwords integration
Keyword positioning
Google Analytics Key Reports
Dashboard summaries
Geo overlay
E-commerce reporting
Funnel Analysis
Adwords integration
Keyword positioning
Google Analytics Key Reports
Dashboard summaries
Geo overlay
E-commerce reporting
Funnel Analysis
Adwords integration
Keyword positioning
Google Analytics Key Reports
Dashboard summaries
Geo overlay
E-commerce reporting
Funnel Analysis
Adwords Integration
Keyword positioning
Google Analytics Key Reports
Dashboard summaries
Geo overlay
E-commerce reporting
Funnel Analysis
Adwords integration
Keyword Positioning
Google Analytics Key Reports
Profiles on the same domain
Client Account (mysite.com)
G1 G2 G3 G4
Profile Awww.mysite.com
Profile Bwww.mysite.com
Filter 3Filter 1
Filter 2
e.g. filter outinternal staff visits
e.g. filter out allUS visitors
e.g. Show only UK visits
G1 G2 G3 G4
Client Account (mysite.com & anothersite.fr)
Profile Awww.mysite.com
Profile Bwww.anothersite.fr
Filter 1Filter 1e.g. Show onlyUS visitors
e.g. Show only Fr visitors
G1 G2 G3 G4 G1 G2 G3 G4
Profiles on multiple domains
What are the Filter Fields?
Campaign
Campaign Source
Campaign Medium
Campaign Term
Campaign Name
Campaign Code
Campaign Target URL
E-commerce
E-commerce Transaction ID
E-commerce Transaction Country
E-commerce Transaction Region
E-commerce Transaction City
E-commerce Transaction Store or Item Location
E-commerce Item Name
E-commerce Item Code
E-commerce Item Variation
Pageview
Request URI
Hostname
Page Title
Referral
Visitor Specific
Visitor Browser Program
Visitor Browser Version
Visitor Operating System Platform
Visitor Operating System Version
Visitor Language Settings
Visitor Screen Resolution
Visitor Screen Colors
Visitor Java Enabled?
Visitor Flash version
Visitor IP Address
Visitor Geographical Domain
Visitor ISP Organization
Visitor Country
Visitor Region
Visitor City
Visitor Connection Speed
Filter fields: Name of field where data is stored
Why work with dashboards, profiles & filters?
• Analyse data from different angles
• Analyse multiple websites & domains
• Avoid common mistakes
• Profiles/Filters allows you to:
Exclude own/distribution network IPs Exclude irrelevant markets – focus on target market Measure new vs. returning traffic differently Focus on each traffic source separately Focus on specific target group separately
Google Analytics in the Marketplace
Google Analytics
Ease of Use
Single piece of javascript for all pages – can be included in a server side include for use on all pages in site, just basic html knowledge required
Custom javascript, coding and advanced system administration required
Set up Time As little as one dayCan require weeks of consulting services
and training
Total Cost of Ownership
Free, limited installation resourcesProduct cost, professional service
charges, training, maintenance and hardware fees
Personal Identifiable
data
Against Google Analytics Privacy Data – so no integration possible with CRM or other
internal tools
Possible to track personal data – ideal for CRM integration
ScalabilityPowered by Google servers, Google Analytics can handle millions of page views allowing us
to deliver fully comprehensive data
Scaling for very large sites often requires purchasing more servers ($$$$)
Available Ressources
Google Conversion University:http://www.google.com/support/conversionuniversity/?hl=nl
Google Analytics Channel on YT:http://www.youtube.com/googleanalytics?hl
Google Analytics Help:http://www.google.com/support/analytics/?hl=nl
Thank You !