Wonder what all the hype is about around web analytics? Join us for this overview of Google Analytics, a FREE web analytics tool that shows you how visitors are using your site. We will start from the very beginning and hit the highlights. This overview is for beginners and executives that want to know the value of the tool but not necessarily how to operate it!

1. Google Analytics for the Enthusiastic
Beginner
Bonnie Massa
November 27, 2012
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4. Today’s Speaker
Bonnie Massa
President
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6. “Web analytics is the
measurement,
collection, analysis
and reporting of
internet data for
purposes of
understanding and
optimizing web usage”
Wikipedia 2012

9. <script type="text/javascript">
var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-XXXXXXX-1']);
_gaq.push(['_trackPageview']);
(function() { var ga = document.createElement('script'); ga.type =
'text/javascript'; ga.async = true; ga.src = ('https:' ==
document.location.protocol ? 'https://ssl' : 'http://www') + '.google-
analytics.com/ga.js'; var s =
document.getElementsByTagName('script')[0];
s.parentNode.insertBefore(ga, s); })();
</script>

10. Request
Webserver
First Party to display
Cookie the page
Snippet of
code

11. Google Analytics
first-party
GATC calls the cookies are read
trackPageView()
Google Analytics method
Tracking Code
(GATC)
executed

14. It is a free tool, that It allows you to set-up
provides information Goals for your
on your website It will point to visitors.
visitors the problem
pages on
your web
site
It provides the ability
to track the activity of It will show you the
your off-line activity from Social
campaigns on your Media Referrals.
website.

15. Google Analytics is a FREE web analytics tool
that can be added to any website by someone
with access to the website page template.
According to Brian Clifton, former Google employee and author
of Advanced Web Metrics with Google Analytics.
 It provides accountability and transparency to existing Google
advertisers.
 It provides confidence and proves the value of online advertisers to
potential new advertisers.

16. Frequency
of visits
Instant
Campaign Pages
Tracking Data Visited
Collection
Traffic
Sources

18. The red parts
show you
quickly!
Red can mean:
1. Wrong people
are coming to
your site
2. The page itself
is poorly
constructed
(missing calls to
action) or
otherwise
broken.

23.  40-50% Search Traffic
 20% Direct Traffic
 20 – 30% Referral Traffic
 10% Campaigns

24.  VisitorLoyalty – Have you created a
site with your visitor’s needs in mind?
 VisitorFrequency – Do you have one
night stands or frequent return visits?

30. 1. URL Destination Goal
2. Time on Site
3. Number of Pages Viewed
4. Events Tracked

31. URL • a page that visitors see once they have
Destination completed an activity

32.  Abilityto define a funnel, which is the set of
steps, or pages, that you expect visitors to visit
on their way to complete the conversion.
 Defining a funnel is valuable because it allows
you to see where visitors enter and exit the
conversion process.

34. URL • a page that visitors see once they
Destination have completed an activity.
Time on
• a time threshold that you define.
Site

35.  Googletracks time on site/page as soon
as a visitor views a website page.

36. Number
of • Allows you to define a
pages pages viewed threshold
viewed

37. Events • You won’t generate an extra pageview
each time an interaction occurs and it
Tracked allows analysis of event based
interactions in much greater detail.

38.  printing pages • using site tools (such as
 emailing to friends calculators, quizzes, etc.)
 liking your site on • downloading PDFs
Facebook • commenting
• rating
 tweeting your site on
• interacting with a slide show
Twitter
• Keep in mind that many of
 sharing your site on these examples require
LinkedIn additional tracking code setup.
 bookmarking on Delicious • You can use one or more event
& Digg category, event action and/or
 listening to audio event label as a condition to
 watching videos trigger your goal.

39. 1. URL Destination Goal
2. Time on Site
3. Number of Pages Viewed
4. Events Tracked

40. By tagging links in email campaigns that go to your
website…
 you can easily analyze the pages each visitor viewed after linking from your
email
 you can create website redirects to track visitors who saw your television ad
or your brochure or your billboard
http://www.yoursite.com/?utm_source=constantco
ntact&utm_medium=email&utm_campaign=Oct20
12enewsletter
Anywhere that you place your web address is an opportunity to track
visitors back to your website.

45. 1. Goal 1. Reinforce offline/online
Advertising
2. Key Performance Identifier 2. Branded Traffic
3. KPI Target 3. 700 visits/month
4. Segments 4. Traffic Sources

46. It is a free tool, that Ability to set-up goals
provides information for your visitors and
on your web site It points to track their progress
visitors the problem
pages on
your web
site
Ability to track the
activity of your off- Ability to see the
line campaigns on activity from Social
your website Media

47.  Contact web developer
 Start collecting data
Brian Clifton,
Advance Web Analytics with Google Analytics, Second Edition

48. “If
you cannot measure it,
you cannot improve it.”
Lord Kelvin, 19th century Engineer & Physicist

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