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/[email protected]
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 Rel
atio
nsh
ip
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Using Google Analytics May 29, 2009
METRICS MANTRA:
“You can’t manage what you can’t 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
Fra
vel
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
<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-XXXXXXX-X"); pageTracker._trackPageview(); } catch(err) {}</script>
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
Top Related