Google analytics (GA)

© Vazi Okhandiar, 2010
Google Analytics (GA)
Vazi Okhandiar, MBA, PMP, MSCS, BSEE
Vazi.Okhandiar@SCORE114.org
vazi@nrclc.com
http://smb-technology.blogspot.com/

Online Searches
233,848,493 Websites December 2009
131 billion
online
searches Dec
2009
4 billion
searches
per day
175 million
per hour
• 68% Google
• 7% Yahoo
• 3% Bing
• 22% Others
2.9 million
per minute
Source: http://news.netcraft.com/archives/category/web-server-survey/ & www.techcrunch.com

Web Search Market Share
Feb 2010
Source: http://blog.compete.com/2010/03/29/search-still-feeling-the-love-in-february/

Online Visitors

What is Web Analytics?
• AWStats
• eLogic
• Google Analytics
• ShinyStat
• SiteMeter
• StatCounter
• W3Counter
• W3Perl
• Webalizer
• Woopra
• Web analytics is a
collection, analysis and
reporting of internet data
for the purpose of
understanding and
optimizing web usage.

Google Analytics
• Google Analytics is a free, powerful,
flexible and easy-to-use web analytic tool
for monitoring and analyzing website
traffic and marketing effectiveness.

Google Analytics
Google Analytics can be used to find
•Where your website visitors are coming from?
•How long are they staying on your site?
•What are they looking at?
•Which Keyword/phrases are they using to find your site?
Google Analytics can be used for
•Predicting what’s likely to occur in the future
•Understanding customer behavior
•Improving the allocation of company resources
•Investing intelligently in marketing campaigns

Google Analytics Tool
• Setting up Google Analytics
• Understanding how Google Analytics works
• Introduction to Google Dashboard
– Key Performance Index (KPI)
– Monitoring Adsense
– Setting an Alert
– Customizing Report

Part 1: Register Your Site with
Google Analytics
Step 1:Go to www.google.com/analytics and
click on “Access Analytics” once the account
is created.

Google Analytics
Step 2: Login using Google Account and Click on “Add a new Profile”
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Google Analytics
Step 3: Copy the HTML/JavaScript code
(Tracking Code) that is generated by Google
Analytics

Google Analytics
Step 4: Paste the tracking code (HTML/JavaScript)
provided by the Google Analytics before the
</body> tag on all the web pages that needs to
be monitored.
<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-xxxxxx-x"); pageTracker._trackPageview(); }
catch(err) {}
</script>

Understanding HTML Page
<html>
<head>
….
</head>
----------------------------------------------------------
<body>
<! -- HTML to display content of a page-->
: :
</body>
</html>

Part 2: How does Google
Analytics Work?

How does Google Analytics
Work?

Note
• Google Analytics should be used for trend
analysis rather than exact number
• The users should have
– JavaScript turned on their browser
– Accept cookies to identify returning customer.

Status changes from to when
Google Analytics starts gathering
information on the website.
Go to www.google.com/analytics and log in.
Part 3: Tracking the visitor –
After Activation
Website
Profile

Google Analytics -
Dashboard
Report
Navigation
Settings
Help
Help
Calendar
selection
Export (PDF, XML, CVS,
PDF)
Traffic
Source
Visitors
Trend
Site Usage
Information
Map
Overlay
Content
Overview
Visitors
Overview

All Traffic Sources
• All Traffic Sources
– Source
– Medium
– Campaign
– Keyword
– Ad Content
– Visitor Type
– Landing Page
 Geographic
 Language
 Continent
 Sub Continent
Region
 Country/Territory
 Region
 City
 Browser
 Browser
 Operating System
 Screen Colors
 Screen Resolution
 Flash Version
 Java Support
 Network
 Service Provider
 Hostname
 Connection Speed

Visitors: Overview
Note: 30% of Visitors
visit a website for
research
Visitors Analysis
•New vs. Returning visitor
•Average number of pageviews
per visitor
•Average Time spent on the site
•Average Bounce Rate

Visitors: Map Overlay
Local vs. International visitor

Keywords
•Keywords used to find the site
•Average time spent on the site
•Bounce Rate

Top Landing Page
What are the Top Landing Page?
What is the Bounce Rate on these
pages?

Exit Pages
When are visitor exiting the pages?
Why are people exiting from those pages?

Overlay
Use overlay to view the most & least
visited pages.

Monitor Adsense
• Content>Adsense>Overview
•Unique visitors
•Visitor Language
•AdSense revenue generated
•AdSense CTR (Click Through Rate)
•AdSense eCPM (effective cost per thousand impressions)
•AdSense Unit Impressions
•AdSense Unit Impressions/Visit
•AdSense Page Impressions
•AdSense Page Impressions/ Visit

Customized Reporting
Dashboards
You can put all the information
you need on a custom
dashboard & you can email to
others.
Data Export
You can export your data directly from
the Google Analytics interface into
Excel, CSV, PDF and tab delimited files.

Setup An Alert
You can setup Daily/Weekly/Monthly to receive report
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Google Analytics: Key
Performance Index (KPI)
• Visitors Analysis
– New vs Returning visitor
– Local vs International visitor
– Average number of page view per visitor
– Average Time spent on the site
– Average Bounce Rate
• Traffic Analysis
– Direct vs Indirect Traffic
– Referring Site
• Keyword Analysis
– keywords and phrases used by visitors
– Landing page based on the keyword

Regularly Monitor business Related KPIs
KPIs Jan Feb … Dec
Visits
Absolute Unique
Visitors
Page Views
Av Page view
Time on Site
Bounce Rate
New Visits
Local visitors
International Visitors
….
Key
Performance
Index (KPI)
to be
monitored
on monthly
basis

Quick Performance Measurement
KPIs Target GA
Result
Performance Weight Weighted
Average
Visits 1500 1000 0.66 0.3 0.198
Absolute Unique
Visitors
1000 700 0.7 0.2 0.14
Page Views … … … 0.1
Av Page view …
Time on Site
Bounce Rate
New Visits
Local visitors
International Visitors
…..
Grand Total 1.0
Weight is a value
between 0 an 1
assigned by
management based
on importance
Monthly result from
Google Analytics
Weighted average =
Performance x Weight
The total Weight should
equal to 1.0
Monthly Target set by
Management
Performance = GA Result
Target
Total Score is the total
Weighted Average.
Total Score

Summary
1. Know your business
2. Identify your keywords.
3. Develop content around your keywords.
4. Add Google Tracking code to all your pages
and content you want to track.
5. Analyze Google Analytics Report on regular
basis.
6. Fine-tune your web content based on the
analysis.

Google analytics (GA)

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