Basic Web + Social Media Metrics: Non eCommerce Sites

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Transcript of Basic Web + Social Media Metrics: Non eCommerce Sites

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    Basic Web + Social Media Metrics: Non-eCommerce Sites

    Laura Lee S. DooleyOnline Engagement StrategistWorld Resources Institute (www.wri.org)twitter.com/lauraleedooleylauralee@wri.org

    http://www.wri.org/mailto:lauralee@wri.org
  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    www.wri.org

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    Goal of WRI online communications

    Satisfaction in Engagement

    Ambassador/Evangelist

    Ownership and Support

    Word of Mouth

    Repeat Customers Rela

    tions

    hip

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    METRICS MANTRA:

    You cant manage what you cant measure.

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    Measuring beyond your website

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    Designing for online conversations

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    Measuring online conversations: Radian 6

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    Measuring online conversations: Radian 6

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    Basic metrics

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    Visitors | Subscribers | Fans-Friends-Followers

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    Pageviews | Clickthroughs | Views-Reach

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    Referrers | Reposts | Retweets

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    Search Terms | Keywords | Tags | Adwords

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    Seasonal Traffic | Topics | Events

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    Regular Traffic Trends

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    Bounce Rate

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    Exit Pages

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    Pages Per Visit | Comments | Posts

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    Time on Site | Time on Page

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    Jon

    Frav

    el

    New v. Returning Visitors

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    Popular Links | Popular Pages | Navigation

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    Geography | Demography

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    Conversion ?!?

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    Trends Over Time | Changing Metrics

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    Using Google Analytics

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    Use Google Analytics to answer

    How are visitors using my site?

    How can I make marketing campaigns more effective and accountable?

    Am I creating effective content?

    How can I improve my site navigation?

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    ga.js PageTracker Code

    var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www."); document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E")); try { var pageTracker = _gat._getTracker("UA-XXXXXXX-X"); pageTracker._trackPageview(); } catch(err) {}

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    1st party, non-obtrusive cookies challenges

    Cookies blocked or deleted

    Javascript blocked

    Cached pages

    Javascript error

    Mobile device access

    NO personally-identifiable info collected

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    No reporting tool is 100% accurate

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    Navigating Google Analytics

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    Key options

    Setting active date range

    Setting comparison date range

    Graphing by day, week, and month

    Multi-line graphs

    Graph roll-overs

    Date exports

    Email reports

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    Features

    Map Overlay

    Adwords Integration

    Internal Site Search

    Benchmarking, Goals

    Funnel Visualization

    Customizable views

    Open API

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    Dashboard

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    Visitors Traffic Sources Content Goals

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    Help Resources

    Settings

    ReportNavigation

    Export Options &

    Email Setup

    Help Center

    Calendar/Date Slider

    Customizable graph:by time and up to 2 metrics

    Advanced Segments

    Site Usage Statistics

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    Ebb and flow of traffic by day, week, month

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    Correlations between different metrics

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    Content detail vs. site average

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    Narrative

    Title

    Additional Reports

    Breadcrumb

    Scorecard

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    Narrative

    Title

    Breadcrumb

    Scorecard

    AlternativeReports

    Display Options

    Content Options

    AdditionalReports

  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

    Using Google Analytics May 29, 2009

    Basic Web + Social Media Metrics: Non-eCommerce SitesSlide 2Slide 3METRICS MANTRA:Slide 5Slide 6Slide 7Slide 8Slide 9Slide 10Slide 11Slide 12Slide 13Slide 14Slide 15Slide 16Slide 17Slide 18Slide 19Slide 20Slide 21Slide 22Slide 23Slide 24Using Google AnalyticsUse Google Analytics to answer ga.js PageTracker Code1st party, non-obtrusive cookies challengesNo reporting tool is 100% accurateSlide 30Key optionsFeaturesDashboardSlide 34Slide 35Slide 36Slide 37Slide 38Slide 39Slide 40Slide 41