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Neuerungen in Google Analytics im Überblick

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Neuerungen in Google Analytics im Überblick

  1. 1. DIGITALE KONZEPTE MIT MEHR WERT.Die Neuerungen inGoogle Analytics im ÜberblickBarcamp Stuttgart, 23.09.2012
  2. 2. Geschichte Urchin 2005 aufgekauft Erste Google Version im November 2005 Öffentlich verfügbar seit August 2006 Aktuelle Version 5 seit März 2011 Mit dem Einsatz auf über 12 Millionen Websites Marktführer Barcamp Stuttgart, 23. September 2012
  3. 3. Alte Version Barcamp Stuttgart, 23. September 2012
  4. 4. Version 5 Barcamp Stuttgart, 23. September 2012
  5. 5. Dashboards Mehrere, über Widgets frei konfigurierbare Dashboards Tipp: PDF Export oder E-Mail Versand von Dashboards mit Kennzahlen für unterschiedliche Abteilungen Barcamp Stuttgart, 23. September 2012
  6. 6. Radar EreignisseBild: http://analytics.blogspot.de/2011/05/whats-new-about-analytics-intelligence.html Vorheriges Beta Feature jetzt Standard Tägliche, wöchentliche und monatliche Radar Ereignisse bei Abweichungen von voraussichtlichen Bereichen aus historischen Daten Benutzerdefinierte Benachrichtigungen per E-Mail Barcamp Stuttgart, 23. September 2012
  7. 7. Bessere Mobile ReportsBild: http://analytics.blogspot.de/2011/03/new-google-analytics-quick-insights.html Barcamp Stuttgart, 23. September 2012
  8. 8. Plot RowsBild: http://analytics.blogspot.de/2011/03/new-google-analytics-quick-insights.html Barcamp Stuttgart, 23. September 2012
  9. 9. Event Ziele 45 zusätzliche Metrics und Dimensions Bild: http://analytics.blogspot.de/2011/04/new-google-analytics-events-goals.html Barcamp Stuttgart, 23. September 2012
  10. 10. Bessere Benutzerdefinierte Berichte 45 zusätzliche Metrics und DimensionsBild: http://analytics.blogspot.de/2011/08/improvements-in-custom-reports-better.html Barcamp Stuttgart, 23. September 2012
  11. 11. Version 5 eit s nd igk nel emium wi rke Fun A Pr ools ation n sch z we nel e/G ter T aliz ersio ite-Ge Net han Tim as Visu eue V ebs oz iale ulti-C eal- ebm low N W S M R W F 04 05 06 07 08 09 10 11 12 01 02 Barcamp Stuttgart, 23. September 2012
  12. 12. Website Geschwindigkeit Vorher: trackPageLoadTime() Reports Bild: http://analytics.blogspot.de/2011/09/site-speed-gets-upgrade-hello.html Übersicht Seiten-Timings Nutzer-Timings trackTiming (category, variable, time, opt_label, opt_sampleRate) Tipp: setSiteSpeedSampleRate() Barcamp Stuttgart, 23. September 2012
  13. 13. Soziale Netzwerke Besucherquellen > Soziale Netzwerke Aktivitässtream von Partnernetzwerken in Social Data Hub wie Delicious, Digg, ReadItLater etc. Bilder: http://analytics.blogspot.de/2012/03/capturing-value-of-social-media-using.html Barcamp Stuttgart, 23. September 2012
  14. 14. Soziale Netzwerke - Soziale Plugins Automatisches Tracking des Google +1 Button Andere Plattformen müssen manuell getrackt werden, z.B. Barcamp Stuttgart, 23. September 2012
  15. 15. Multichannel Funnels Standardmäßig Zuordnung einer Conversion zu der zuletzt benutzten Quelle Jetzt Analyse aller Touchpoints in unterschiedlichen Kanälen Reports Vorbereitete Conversions Conversion-Pfade Zeitintervall, Pfadlänge Barcamp Stuttgart, 23. September 2012
  16. 16. Multichannel FunnelsBild: http://analytics.blogspot.de/2011/08/introducing-multi-channel-funnels.html Barcamp Stuttgart, 23. September 2012
  17. 17. Real-Time Reports Barcamp Stuttgart, 23. September 2012
  18. 18. Real-Time Reports - Tipp Standardmäßig Datum bis zum vorherigen Tag, manuell auf aktuellen Tag änderbar Barcamp Stuttgart, 23. September 2012
  19. 19. Webmaster Tools Besucherquellen > Suchmaschinenoptimierung nach Verlinkung mit Google Webmaster Tools Reports Suchanfragen Zielseiten Geografische Zusammenfassung Bild: http://analytics.blogspot.de/2011/10/webmaster-tools-in-google-analytics-for.html Barcamp Stuttgart, 23. September 2012
  20. 20. Flow Visualization Visitor Flow, Event Flow, Goal FlowBild: http://analytics.blogspot.de/2011/10/introducing-flow-visualization.html Barcamp Stuttgart, 23. September 2012
  21. 21. Content Reports - Tests Vollintegration des Google Website Optimizer ab Juni 2012 Durchführung von A/B Tests in Google Analytics mit URL und Ereignis Zielen, z.B. erzielt eine andere Headline oder ein anderes Bild eine höhere Conversion-Rate? Besucher bekommen unterschiedliche, aber bei wiederkehrenden Besuchen immer die gleiche Variante angezeigt Laufzeit automatisch nach 3 Monaten beendet Maximal 12 aktive Tests pro Profil Bis zu 5 Varianten pro Test Google Analytics Schulung Key-Systems, 29. Juni 2012
  22. 22. Content Reports - Tests1. Erstellen der Variantenseiten, Variantenseiten und Originalseite auswählen2. Conversion-Ziel auswählen, Prozentsatz teilnehmender Besucher festlegen3. Testcode hinzufügen Bild: http://support.google.com/analytics/bin/answer.py?hl=en&answer=1745152&topic=1745207&ctx=topic Barcamp Stuttgart, 23. September 2012
  23. 23. Content Reports - Tests Gewinner frühestens nach 2 Wochen Conversion-Rate der Varianten Vergleich zur Originalseite Wahrscheinlichkeit, die Conversion-Rate der Originalseite dauerhaft zu übertreffen Bild: http://support.google.com/analytics/bin/answer.py?hl=en&answer=1745152&topic=1745207&ctx=topic Barcamp Stuttgart, 23. September 2012
  24. 24. Tipp: Besuchszeit Seite 1 Seite 2 Seite 3 Seite 1 Exit Exit Besuchszeit Die Besuchszeit wird bei einem Request gemessen, d.h. die Zeit auf der letzten Seite kann nicht mehr gemessen werden Die Absprungrate ist der prozentuale Anteil der Besucher mit nur einem einzigen Seitenaufruf, d.h. welche die Website auf der Einstiegsseite wieder verlassen Bei nur einem Seitenaufruf Besuchdauer = 0 und Absprungrate = 100%, typisch z.B. bei Blogs Google Analytics Schulung Key-Systems, 29. Juni 2012
  25. 25. Google Analytics Premium Standard Premium Support - 24/7 Support Training - ✔ Hits pro Monat 10 Millionen 1 Milliarde Datenreihen 50.000 2 Millionen Aktualität 24 Stunden 4 Stunden Benutzerdefinierte Variablen 5 50 Attribution Modeling - ✔ Kosten Kostenlos $150.000/Jahr Barcamp Stuttgart, 23. September 2012
  26. 26. Google Analytics Application Gallery Barcamp Stuttgart, 23. September 2012
  27. 27. DIGITALE KONZEPTE MIT MEHR WERT.Wissen ist Macht!Francis Bacon

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