Google analytics introduction & user training sf sv2-us
Transcript of Google analytics introduction & user training sf sv2-us
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Analytics: Introduction & User Training
Presentation to J P MorganGlobal Equity Derivatives Group
Matt TrimmerPrincipal Consultant & Managing Director
Username: Password: Slides:
http://www.slideshare.net/ivantage
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Timings and housekeeping Start 09:30 Break 11:00-11:15 Lunch 12:30-13:30 Break 15:15-15:30 Wrap-up 17:00
Nearest fire exit Toilets Water, coffee, and refreshments
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Course Overview Session 1 – The Google Analytics reporting interface
Accessing Google Analytics
The Google Analytics Dashboard
Editing your Dashboard
E-mailing your Dashboard
E-mailing your Dashboard to colleagues
E-mailing your Dashboard in accordance with a schedule
Exporting your Dashboard
E-mailing and exporting reports
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Course Overview Session 2 – Tasks, Goals and Funnels
What is possible with Web Analytics?
What is possible with GA?
Google Analytics and your website’s Goals
Configuring a basic Goal
Placing a value on a Goal
The $index value
Key Performance Indicators (KPIs) and your site
Google Analytics and Key Performance Indicators (KPIs)
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Course Overview Session 3 – Visits, visitors, traffic and website campaigns
How does GA measure visitors
The ‘Visitors’ report suite
Using, building and applying ‘Advanced Segments’
Reporting on your marketing campaigns
The ‘Traffic Sources’ report suite
Tagging Google Adwords
Tagging other PPC campaigns
Tagging e-mail campaigns
Tagging display advertising
Tagging off-line advertising
When not to tag campaigns
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Course Overview Session 4 – Interaction and website content
Reporting on what users are doing on your site
The ‘Content’ and ‘Goals’ report suites
Reporting on what users are searching for on your site
The ‘Site Search’ tool
Reporting on what users are interacting with on your site
The ‘Site Overlay’ tool
The ‘Event Tracking’ module
Creating ‘Custom Reports’
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Introductions First
Me (Matt Trimmer) & ivantage overview In a moment
You Your role Your department/website/website area Your objectives for attending today
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Me Founder, Principal Consultant and Managing
Director of ivantage Love the Internet, 23 years IT, technical
experience, 14 years Internet One of 15 Google Accredited Seminar Leaders
Globally
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About ivantage
Established in 2002 Independent 36rd Ranked UK Agency according to New Media Age
rankings Only agency in UK with these three Google certifications
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Urchin and Google, March 28th 2005
Urchin on Demand > Google Analytics Urchin Software > Urchin Software from Google
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What we do We help grow online businesses by
Generating web site traffic through Paid Search (PPC) Natural Search (SEO) Social media marketing Display advertising E-mail marketing
Analyzing web site traffic using Web Analytics to accurately analyse how visitors find and interact with
websites Converting web site traffic using
Conversion Rate Optimisation to convert visitors into customers or clients
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How we do it We help grow online businesses by generating, analyzing and
converting web site traffic: Using bright, well-trained people who are passionate about what they do Finding, harnessing and deploying innovative, affordable Internet marketing
technology Planning and executing intelligent campaigns that deliver measurable
results Seeking to continually improve return on client marketing spend Ensuring high standards of service and client care Building strong, enduring client relationships Innovating to add additional value to client relationships Following ethical business and technical practices
Delivered through Professional services Training
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Our vision
To be the Internet’s leading performance-driven Internet marketing agency
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Professional services
Traffic generation Search Engine Marketing
Paid search – PPC PfP Manage SMA Manage
Natural Search – SEO SEO Manage SMO Manage
Display Advertising
PfP Manage Email Marketing
Email Manage Traffic analysis
Web analytics implementation Accelerator services
Web analytics interpretation Insight services
Web analytics support
Trouble Shooter services Traffic conversion
Conversion optimisation
Landing Page Optimisation Post-Click Optimisation A/B and Multivariate testing Voice of Customer Analytics
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Training (Public or private on-site) Google Analytics
Google Analytics: Introduction & User Training Google Analytics: Advanced Technical Implementation
Google Adwords Google AdWords 101: Introduction & Fundamentals Google AdWords 201: Optimizing your Campaign Google AdWords 301 & 302: Advanced Adwords Management and Optimization
Google Website Optimizer Google Website Optimizer: Introduction to landing page optimisation
Urchin Software from Google Urchin Software: Introduction & User Training Urchin Software: Advanced Technical Implementation Urchin Software: Developing Custom Reports
Search Engine Optimisation (SEO) SEO: Strategy and on-page fundamentals SEO: Link building and Social Media Optimisation
Social Media Marketing SMM: Strategy and SMM & SMO fundamentals SMM: Social Media Optimisation
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Who we do it for – multi-channel retail
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Who we do it for – business to business
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Who we do it for – Non-Governmental Organisations and Governmental Organisations
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Introductions – your turn!
You Your role Your department/website/website area Your objectives for attending today
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How many ways are there to access GA? Three
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Accessing Google Analytics Available at
http://google.co.uk/analytics or Via Google Account or Via Google Adwords
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Exercise Log in to Google Analytics at http://google.co.uk/
analytics How are you accessing GA? Are you using your own email address?
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Note Don’t share a log-in with
colleagues! Don’t use a generic team-based log
in! Security and confidentially issue GA has four “personal” features
Dashboards Advanced Segments Custom Reports Emailing reports
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Exercise Go to Analytics Settings > User
Manager What observations would you make
about your list of users?
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Why a Google Account? Personality attached to a email address of your choice Not related to Gmail or Google Mail Central access to all Google services
Single-sign on Customise pages More relevant search results
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Note All GA users must have a Google Account GA Administrator also needs to add Google
Account to GA Don’t allow users to access with personal
email addresses Gmail, Hotmail, etc Security and confidentially issue
Ensure users use their correct (not aliased) corporate email addresses
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Exercise – if you are not accessing GA Go to google.co.uk Search for “google account” Select “Create an Account now” Complete the form Verify the email when you next can Use this account from now on
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How to get a Google Account
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Accessing a GA Account
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Exercises – editing and e-mailing your Delete reports from your dashboard Email it to your self Email it to a colleague Set-up an e-mail schedule Set-up a second e-mail schedule
With date comparison Delete one schedule
Managed scheduled emails
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Exercises – exporting your dashboard and Export your dashboard to PDF Export All Traffic Sources to csv for
Excel Export Visitors Overview to TSV Email All Traffic Sources to a
colleague Export Visitors Overview to a
colleague every week with a date comparison
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Exercises – understanding graphs Change the Visits plot metric to Pageviews on
your dashboard Change the Visits plot metric to % New Visits on
your dashboard Compare Visits with % New Visits Look at the Ave. Time on Site for the last
calendar month Look at the Ave. Time on Site for the week 2 of
last calendar month Compare the month just gone with the same
month last year Compare the Ave. Time on Site for the week 2 of
last calendar month with week 2 of the month before
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Break time
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What’s possible with Web Analytics How visitors found your web site What visitors are doing on your web site Not WHY they are doing it!
Domain of usability/customer experience Onsite surveys
Sampling visitors arriving/leaving Heuristic reviews
Experts reviewing your site against a set of criteria (heuristics) Conversion Rate Optimisation
A/B testing A/B/n testing Multi-variate testing
Usability tests Representative customers completing tasks
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What’s possible with GA? How visitors found your website What visitors are doing on your website
Not why! Outcomes focused
Goals
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Goals Goals should be commercial
The commercial goals of your website Goals should map to visitor tasks
Visitors visit sites to accomplish tasks Tasks normally have a series of steps
Funnel Measure conversion through the task
When goals match user tasks Harmony ensues!
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The importance of goals for you Commercially justify your work Focus your work Prioritise your work
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The importance of goals for you Goals map to business metrics
Enable you to build a business case for Analytics investment Analysis investment Action investment
Goals focus on important paths and entrances Enable you to home-in on problem areas
Reverse Goal Path Conversion to goals by traffic source
Monetize goals Enable you to prioritise areas to analyse and optimise
Give goals a goal value Analyse $ Index
(Goal Value + E-commerce value)/unique page views Page up-to goal contribution Focus on high $ Index pages for improvement
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You can use Regular Expressions (RegEx) to gain insight into the funnel path:
User exhibits behavior: Page 1 = /index.html Page 2 = /category-footwear.html Page 3 = /category-clothing.html Page 4 = /category-headwear.html Page 5 = /products/kangol-tropic-player-trilby.html Page 6= /cart/basketview.html Page 7= /cart/registration.html Page 8 = /cart/paymentoptions.html Goal = /cart/salesorderconfirmation.html
Need to know conversion rate of categories to products to purchase: Step 1: index\.html Step 2-4: ^/category.*/ Step 5: ^/products.*/ Step 6: ^/cart/basketview.html Step 7: ^/cart/registration.html Step 8 : ^/cart/paymentoptions.html Goal: ^/cart/salesorderconfirmation.html
Goals and funnels
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Goal and funnel behavior
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Exercise What are the goals for your website?
Can you see how they are reported?
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Key Performance Indicators (KPIs) A metric
Miles per Hour (mph)
Defining progress to an objective To reach the legal motorway speed limit of 70 mph
Enabling you to take corrective action Accelerate or brake
Speedometer Web Analytics package
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KPI Examples
Objective Metric Affect on Metric
Increase people visiting Absolute Unique Visitors Increase
Increase traffic Visits Increase
Increase visits from members Returning Visits Increase
Increase sales Transactions Increase
Increase leads Goal x (Leads) Increase
Increase new visits to the site % New Visits Increase
Increase site interaction Average Page Views Increase
Decrease short visits Bounce rate Decrease
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Exercise – Your KPIs and goals What are your KPIs for your web
business? Do they include goals and if so which
goals? Using notepad, map your goals through as though you were a
visitor to your site
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Lunch time
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How does GA measure visitors?
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Installing Google Analytics
Sign-up Directly at Google Analytics or via Your Adwords “Analytics” tab
Get the code Install on to every page on your website!
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Visit www.google-analytics .com
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Sign Up
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Enter to your website
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Enter your contact details
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Agree the ToS
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The Google Analytics Terms of Service Free
Up to five million (5,000,000) page views per month per account; or
An active Adwords campaign with Google which is in good standing
An active AdWords account is One active and running Campaign A minimum budget of $1 per day
or the equivalent amount in a non-U.S. currency http://www.google.com/support/googleanalytics/bin/answer.py?
hl=en&answer=55476
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The Google Analytics Terms of Service Privacy
8.1 You will not associate (or permit any third party to associate) any data gathered from Your Website(s) (or such third parties' website(s)) with any personally identifying information from any source as part of Your use (or such third parties' use) of the Service.
You will have in place in a prominent position on your Website (and will comply with) an appropriate privacy policy. You will also use reasonable endeavours to bring to the attention of website users a statement which in all material respects is as follows:
“This website uses Google Analytics, a web analytics service provided by Google, Inc. (“Google”). Google Analytics uses “cookies”, …”
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Get the code (GAAC)
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Install on every page of your site
Immediately before the </body>
<script type="text/javascript">
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"));
</script>
<script type="text/javascript">
try {
var pageTracker = _gat._getTracker("UA-9030141-1");
pageTracker._trackPageview();
} catch(err) {}</script>
Website
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How Google Analytics worksWebsite
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How Google Analytics worksWebsite
cookies
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Urchin and GA cookies
UTMb - Visit cookie, lasts for 30 minutes from every page view
UTMa - Unique visitor cookie, lasts for 2 years from set or update on every page view
UTMc - Visit end cookie, not set to expire, does so when browser closes
UTMv - Not always set, requires the _setVar() command
UTMz - Campaign visit tracking cookie, determines traffic sources, lasts for 6 months from set or update on every page view
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The ___utm.gif request from the ga.js to Google__utm.gif?utmwv=6.3&utmn=101027544&utmsr=1280x854&utmsc=32-bit&utmul=en&utmje=1&utmjv=1.5&utmfl=7.0 r24&utmdt=My%20Website&utmhn=www.site.com&utmp=/index.html&utmac=UA-51244-4&utmcc=__utma%3D117945243.823564440.1131054947.1131080858.1133834608.4%3B+__utmb%3D117945243%3B+__utmc%3D117945243%3B+__utmz%3D117945243.1131054947.1.1.utmccn%3D%28Spring%20Sale%29%7Cutmcsr%3D%28google%29%7Cutmcmd%3D%28ppc%29% %7Cutmtm%3D%28shoes%29%3B
Screen Resolution: 1280x854
Screen Colors: 32-bit
Browser Language: English(en)
Java Enabled? Yes (1)
Java Version: 1.5
Page Title: My Site
Filename: /index.html
Visits: 4
Campaigns Clicked: 1
Campaign: Google(PPC) Spring Sale (shoes)
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What are “Fortune” Cookies?• Text files sent to browsers by websites
• 1ST or 3rd party• Visit apple.com
• apple.com issues cookies (1st party)• If banana.com attempts to issue cookies (3rd party)
• Session and persistent• Session
• Last for 30 minutes of inactivity• Persistent
• Lasts for 6 months
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Browser web serverNew Visitor
Browser web serverCookie
Returning Visitor
Cookie present
Cookie not present
Persistent cookiesPage
cookies
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Weaknesses of cookies?• Machine dependant
• As close as we can get to a person• Although modern OSs have multiple user IDs
• User 1, User2, User 3
• Can be cleared• Worst scenario?
• Can be blocked/not accepted• Most E-commerce sites use 1st party cookies to make basket
function• So blocking 1st party cookies degrades your Internet experience
• 3rd party cookies are often blocked
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Visits and visitors - key metrics Visits
The number of visits received by your site is the most basic measure of how effectively you promote your site.
Visitor type New
New Cookie Returning
Existing Cookie Absolute Unique Visitors (Uniques)
How many people (unique cookies issued) came to your site? This report graphs people instead of visits
All visits from the same user for the entire active date range Aggregated so that they will be counted as a single absolute unique
visitor Regardless of how many different days they visited your site and how
many times they visited your site on each day
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Accurate visitor tracking?• JavaScript Page Tagging
• With a .gif• Every request for a page is counted (even a refresh)
• Pageviews • Unique Pageviews
• Search engines do not understand JavaScript• Cookies
• 1st party
• Search engines do not generally accept Cookies
• Our stats may miss some types of visitor?
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Advanced Exercise – looking at cookies Use Firefox and delete cookies Observe the settings of your
cookies as you visit the site from Google organic
With IE – download IE cookie viewer from Nirsoft.net
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Break time
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How fresh are the GA website statistics? Officially
24 hours Normally
About 2-3 hours
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A tour of GA• Dashboards• Marketing Optimization• Content Optimization• E-Commerce Analysis• IT Reports
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The User-Defined Segment Set using a JavaScript function
Assign users on a page load <body onLoad="javascript:pageTracker._setVar(‘Page X Viewers');">
Assign users to a segment when a link is clicked <a href="link.html" onClick="pageTracker._setVar(‘Link X followers');">Click
here</a>
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The User-Defined Segment Assign visitors to a segment based on their form selection
In this example, visitors are assigned to a segment according to their selection in a form.
<form onSubmit="pageTracker._setVar(this.mymenu.options [this.mymenu.selectedIndex].value);">
<select name=mymenu> <option value=“Male (18-30)">Male (18-30)"> option><option value="Male (30-65)">Male (30-65)"> </option> <option value="Male (65+)"> Male (65+)"> </option><option value=" Female (18-35)">Female (18-35)"> </option><option value=" Female (30-65)">Female (30-65)"> </option><option value=" Female (65+)">Female (65+)"> </option>Voucher codes at checkout Measure off-line marketing promotions
What‘s important for you to know about your visitors?
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Traffic Sources - key concepts Search Engines Direct Referrals Campaign, Medium and Source
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Tagging other media Campaign tracking URL builder
http://www.google.com/support/analytics/bin/answer.py?hl=en-uk&answer=55578The table lists all the pages which were viewed on your site.
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Campaign tracking examples
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Integrating Google Adwords with Analytics Integrating Adwords requires three steps In Adwords
Adwords linked to Analytics via Adwords tab Auto-tagging enabled
In Analytics Adwords linked to Analytics via Adwords tab Apply cost data checked
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Integrating Google Adwords with Analytics
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Autotagging
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Apply cost data Top Content
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Feedback http://www.ivantage.co.uk/feedback [email protected] Write an honest, considered and fair review to receive for each day attended:
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Getting help [email protected] for 60 days Google Analytics Support (http://www.google.com/analytics/support.html)
Setup Checklist http://www.google.com/analytics/discover_analytics.html
Help Center http://www.google.com/support/analytics/?hl=en
User Forums http://www.google.com/support/forum/p/Google+Analytics/?hl=en
Google Code http://code.google.com/intl/en/apis/analytics/
Google Analytics blog http://analytics.blogspot.com/
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The End
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