Upgrade to Pro — share decks privately, control downloads, hide ads and more …

SMCHI: Google Analytics

SMCHI: Google Analytics

36c461a3494b10de234311b2e7650204?s=128

Rob Bertholf

August 21, 2012
Tweet

Transcript

  1. None
  2. What is Web Analytics? The study of the online experience

    in order to improve it. “Web analytics is the assessment of a variety of data, Including web traffic, web-based transactions, web server performance, usability studies, user submitted information and related sources to help create a generalized understanding of the visitor experience online.” — Web Analytics Demystified Eric T. Peterson
  3. Why Analyze? • Web Programmers – Identify Technical Restrictions –

    Report on Broken Pages etc. • Web/Graphic/UI Designers – Report on Monitor Resolutions – Identify Usability Issues – Discover Visitor Patterns • Marketing Manager – Proof of Return on Investment – Identify Opportunities
  4. None
  5. None
  6. Google Analytics Version 5 Google.com/Analytics

  7. Progression of Data

  8. How to Analyze • Pay closer attention to the bigger

    picture & trends. • Consider leveraging both server log data and page tag data into a hybrid approach. • Compare data against itself
  9. Traffic Sources Direct Traffic Referral Traffic -Paid / Organic -Social

  10. Referral Traffic

  11. How to Analyze • Pay closer attention to the bigger

    picture & trends. • Consider leveraging both server log data and page tag data into a hybrid approach. • Compare data against itself
  12. Progression of Data

  13. What does a qualified visitor look like • Bounce Ratio

    • Time on site • Avg Pages / Visit • Exit Ratio
  14. Bounce Rate • Number of times a visitor arrives at

    a page, then immediate either hits the back button or leaves the site. • This metric could illustrate a problem with relevancy.
  15. Conversion • Better ways to determining qualified visitors

  16. Conversion • Simply – meeting your objectives or goals.

  17. Conversion • 2 main types – Macro or overall •

    Sale – Micro, people don’t just come to buy • Research you or your products and services • Support • Read Blog
  18. Conversion • What is measurable? – Macro • Orders placed

    – Micro • Page views • Click to share a link • Click to “print this”
  19. Goals Defined by objectives

  20. Goals • 4 types of goals

  21. Goals • URL Destination – Specific location, such as a

    “Thank You” page. • Example would be a newsletter sign up for lead gen. • Needed for use with Funnels.
  22. Goals • Visit Duration – Visits that last a specific

    amount of time. • Example would be user conducting research. • Reading blog posts.
  23. Goals • Pages per Visit – Visitors view specific number

    of pages. • Example would be wanting users to view more products. • Read more blog posts.
  24. Goals • Event – An action defined is triggered. •

    Example would be an ad click. • Social recomendation.
  25. Goals • Set at profile level – Limited to 20

    goals per profile • 4 sets of 5 goals • Add additional profile for more than 20 goals
  26. Goals • Goal Sets – This is where goals are

    organized • Suggest Macro/Micro • Personal Preference • Show in default reports based on groups
  27. Goals • Goal Values – Every action = $ –

    How do I determine value? • If 10% of newsletter subscribers eventually buy a $1000 product or service: • 10% of $1000 = $100 • Newsletter subscriber = $100 – Take time to determine and set values for ROI
  28. Funnels • Goals are all defined, now what? – Define

    funnels • Set destination goal • Define steps to goal
  29. Funnels • Visualization – Determine where in funnel where people

    exit • Tweak pages or process • A/B testing
  30. Ecommerce • Advanced feature – Collect shopping cart data •

    Seek assistance from a SMCHI professional member.