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Michelle BeldenAccess Archivist, Penn State Special CollectionsPALA 2012
GOOGLE ANALYTICS:AN INTRODUCTION
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FreeSuffi cient for most librariesEasy to implementFairly easy to understand
WHY GOOGLE ANALYTICS?
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Data that won’t go through: Users who disable Javascript, block cookies
No reporting is 100% accurate. Focus on trends.
Privacy: Data is anonymous No Personally Identifiable Data Not shared with 3rd parties
CONSIDERATIONS
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Sign up for a Google accounthttp://www.google.com/analytics/ to get tracking
code
Insert code into web pages Bottom of head section of HTML For large sites, put in template
GETTING STARTED
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DASHBOARD
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Visitor characteristics Traffic Content effectiveness
WHAT DOES IT MEASURE?
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Visitors – randomly assigned ID and timestampNew and returning
Visits/sessionsPage Views
Unique page viewsBounce Rate
A FEW TERMS TO KNOW
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VISITORS 1: OVERVIEW
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VISITORS 2: MOBILE DEVICES
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TRAFFIC 1: OVERVIEW
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TRAFFIC 2: KEYWORDS
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CONTENT 1: OVERVIEW
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CONTENT 2: IN PAGE ANALYTICS
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Especially when you’re just getting started, you might be interested in general questions: Where your visitors are coming from What browser/resolution they are using Most popular content Pages with highest bounce rate
As you go along, more specific questions might arise, like: Is this digital project getting enough use to justify further
work?
SO WHAT DO YOU WANT TO KNOW?
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VISITORS 3: SERVICE PROVIDERS
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VISITORS 4: MAP OVERLAY
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What are the goals of your site?
How will you measure those goals? Example: we want our users to find our “finding aids” “Conversion”: hit on page whose URL begins with: http
://www.libraries.psu.edu/dam/psul/up/digital/findingaids/ You can even assign monetary values to these “conversions”
Can also look at time on site, pages per visit(Is the content sticky? Or is it just hard to fi nd things?
Maybe it’s time for some user studies-)
MORE ADVANCED USE
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FUNNELS
• Series of URLs you think users will/should follow• Find out where you’re losing them• You can also find paths you didn’t foresee
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http://www.google.com/support/conversionuniversity/
LEARN MORE!