This document provides an overview of Google Analytics and how it can be used to measure the success of a website. It discusses setting up a Google Analytics account and inserting the tracking code onto website pages. It then outlines the key performance indicators that can be measured, including number of visitors, bounce rate, time on site, ratio of mobile/desktop users, acquisition channels, non-branded search terms, landing pages, and conversion rates. Screenshots are included showing how to access these metrics in the Google Analytics interface.

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Welcome

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http://www.youtube.com/watch?v=G7KZR9
NwKQQ

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• www.superfastbusiness.co.uk
• twitter @superfastbiz
• Facebook www.facebook.com/superfastbiz
• join our LinkedIn group 'Superfast Business SW'
• info@superfastbusiness.co.uk
• 0845 603 8593
Stay up to date

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Measuring your online success
Kate Doodson
Cosmic
@cosmickated

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• We are creating 2.5 billion GB of data every day
• In the last 2 years we have created 90% of the data on the
planet

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• LA Police
• Review 13 million past crimes to predict current behavior

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What data do small businesses have?
• Social analysis + web analytics + CRM data + email data+
support queries = Big data
• Customer’s behaviours, recruitment, product testing, market
testing, product lifecycles, product usage
• Open Data from Governments and public services may open
new customer insights, new services, new products

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15,429,942 sites use Google Analytics.
• 60% of the top 10,000 sites use it
• 82% of sites using it are using Analytics incorrectly. *
source: econsultancy*

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What is Google Analytics?
• Google’s statistics package
• Tracks and records all data from all sources
• Data is held anonymously
• Measures, analyses, compares and reports
• All Historic data from commencement

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Analytics set up…
• Set up account
• Copy Code
• Paste to all pages of site
• Remove own IP address
• Share account with others
• Download the app for tablet and
smartphone

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What can you do with Analytics
1. Who are your customers? – Audience
2. How did they get to you? - Acquisition
3. What did they do on your site? - Behaviour

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Key performance indicators
Reach
• Pay-per-click cost per acquisition
• Pay-per-click total conversions
• Site visits
• Channel acquisition
• Average order value
Convert
• Unique visitors
• Total visits
• Page views
• New visitors
• New customers
• Total orders per day, week, month
• Time on site per visit
• Page views per visit
• Checkout abandonment
• Cart abandonment
• Return rate
• Gross margin
• Customer service open cases
Retain
• Email open, click, and conversion
rates
• Referral sources: percent from
search, direct, email, pay-per-
click, other

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My 8 most important KPIs for websites
1. How many visitors?
2. Bounce rate
3. Time on site & number of
pages visited
4. Ratio of mobile to desktop
users
5. Ratio of channels
6. % of visits from non-brand
search terms
7. Range of landing pages
8. Conversion rate

18. Analytics Orientation – Home page=Audience Overview

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1. How many visits?
How many visitors are coming to your site?
Who are they?
Are they new or loyal visitors?
Where have they come from?

20. Visitors = Users (total, both new and returning)

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What is a Session?
• Session = visit - grouped interactions in a given timeframe
• Multiple page views, downloads, e-commerce transactions
• One visitor can have many visits in weeks or months
• Visit ends
– 30 minutes of inactivity
– At midnight
– Change of campaign

22. Is the number good or bad? Compare it to same time last
year+1

23. And we can segment too

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What else can we find out about our visitors?

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26. What else can you find out?

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What can we measure - Visits
• How many people have visited in a give timeframe
• How popular is our site, are visits increasing or decreasing?
• New visits vs return visitors
• Are they loyal or new?
• Where do they come from?
– Where is the interest, is it where you expected?
• What are their age, gender, interests?
– Is it what you expected?

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2. Bounce rate
Why did they bounce?

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What is a bounce rate?
Bounce Rate:
• Can be defined as a single interaction with a page on your
website (not always the home page) and then exit
Bounce rate scenarios
• Clicks the back button (most
common)
• Closes the browser (window/tab)
• Types a new URL
• Does nothing (session times out after
30min)

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Why is this important?
• Measure of the quality of the page
Or
• Measure of the quality of your optimisation

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What’s an average bounce rate
• Changes for each type of business…. Industry, brand credibility,
type of site, type of page, step in the funnel (where the page is
in the site), stage of the customer lifecycle, user intent, and
many other potential factors.
• But on average – very roughly ----Between 40-50%
Think about this in context for you…..
– Clicked an external link – for an external login
– Contact us page
– Customer support pages
– Blog articles

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Typical bounce rates
• 40-60% Content websites
• 30-50% Lead generation sites
• 70-98% Blogs
• 20-40% Retail sites
• 10-30% Service sites
• 70-90% Landing pages
Source – Google Analytics 2012

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• Bounce rate… Audience overview > Bounce rate

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3. Time on site & number of
pages visited
What pages did they visit
How many pages did they visit
Does this correlate with time on site

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• How long do you normally stay on a page?
……Around 1 minute
• Did you know we tend to read only a ¼ of text on a page?
Source Jakob Neilson 2013

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Pages visit/session duration
• Audience Overview

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What does this tell us?
• Is the content relevant?
• Is it compelling?
• Is there enough content on the page
• Can you have too long time on site?
• Yes.. Download may be an issue (look at webmaster tools for
ave download time of your site)

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4. Ratio of mobile/desktop
users
Who’s using what on your site?
Does your site work well on all the devices?

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• Mobile use of Google is up 400% in the last year
• Christmas day 75% of visits to John Lewis were from mobile and tablet
• 25% of visits to local authority sites are from mobile
• Met office is now 50% mobile
• What’s your %?
Did you know

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• Audience>mobile>overview

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42. Is your site mobile
responsive?

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5. Ratio of channels
How have people got to your site?
What do you need to work on?
What’s dominant?

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• Acquisition > Overview

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• Direct – typed into an address bar
• Referral – clicked on a link
• Organic – typed into a search engine
• Social – Clinked on a link from social media
• Other
• Ideally balanced approach, unless your strategy is for one
specific route
• Too much Direct is a worry though – as it means no-one knows
about you outside of your customers
What are the sources?

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Acquisition>Channels>referrals

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Acquisition>Channels>Organic

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Acquisition>Channels>social

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6. % of visits from non-brand
search terms
Are people finding you without knowing you?
Is Search engine optimisation working for you?

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What does this tell us?
• Who is getting to your site using non branded terms
• How long are they staying
• What are they doing?

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Acquisition>Channels>Organic> advanced>
exclude keyword containing brand

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7. Range of landing pages
Is your site well optimised?
Are customers finding directly what they want
rather than a home page?

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Behaviour> site content> Landing pages
Most popular landing pages….
/ = home
Any campaigns working well? SEO working well?

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8. Goal conversion rate
Focus on core outcomes
Think about your objectives

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What is a conversion? ….. What you want it to be…. Create a goal
• Sale
• Form submission
• Trial signup
• Content consumption
• Download software
• View FAQ….
• average website conversion rate usually is around 2%.

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Goal settings
• What is a goal? Measures how well your site fulfils an objective
• i.e. to get someone to purchase, visit your contact page or
download a document
• Creating goal – Admin > Goals and add a value too

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Or just have a look at flow ….

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My 8 most important KPIs for websites
1. How many visitors?
2. Bounce rate
3. Time on site & number of
pages visited
4. Ratio of mobile to desktop
users
5. Ratio of channels
6. % of visits from non-brand
search terms
7. Range of landing pages
8. Conversion rate

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Making it easier …..

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Create Reports and Dashboards

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Creating a filter (exclude your IP address)
Admin > click on domain > filters

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Questions?

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• www.superfastbusiness.co.uk
• twitter @superfastbiz
• Facebook www.facebook.com/superfastbiz
• join our LinkedIn group 'Superfast Business SW'
• info@superfastbusiness.co.uk
• 0845 603 8593
Stay up to date