Contenu connexe Similaire à Google Analytics Training - Viget Labs (20) Google Analytics Training - Viget Labs1. What Is Web Analytics?
Web Analytics answers two major questions
1. How do visitors arrive at your site?
2. What do visitors do on your site?
The third question requires you, and it’s the
most important
3. Why do visitors do what they do?
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2. What Is Web Analytics?
Google Analytics gives you data such as
• Number of visitors
• How long visitors spend on your site
• Popular pages
• Problem pages
• Search engine keywords use to find your site
• Visits from sites linking back to yours
• Conversion rates
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3. Common Terms
CPC: Cost-Per-Click
PPC: Pay-Per-Click
Organic: Free search
Traffic Source: Where the traffic came from
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4. Landing Page
The entrance page of a visitor
Often landing pages have a traffic source of
referral or search
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5. Terminology – Unique Visitors
Unique Visitors represents the number of
unduplicated (counted only once) visitors to
your website over the course of a specified
time period. A Unique Visitor is determined
using cookies
Or….
Τους σωστά περιεχόμενα αν έχω, στο να
μαγικά προκαλείς. Τα φράση επιδιόρθωση
από.
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6. Terminology – Unique Visitors
Unique Visitors
• Counts the amount of people who visited your site within the
specified date range
• If I visit your site 5 times from the same computer, I will still
only be counted as 1 unique visitor
• In other words, visitors can make multiple visits
• Tracked by cookies
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7. Terminology – Unique Visitors
Contingent on date range
• Sunday + Monday + Tuesday + Wednesday + Thursday + Friday +
Saturday Unique’s ≠ Unique’s for one week
• If I visit on May 31st and June 1st…
May 1 – May 31 June 1 – June 31 May 31 – June 1
Monthly unique visitors: 1 Monthly unique visitors: 1 Monthly unique visitors: 1
May 31 daily unique June 1 daily unique May 31 daily unique
visitors: 1 visitors : 1 visitors: 1
June 1 daily unique
visitors : 1
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8. Terminology – Unique Visitors
The Big Takeaway
Absolute Unique Visitors are the amount of
individuals who visited your site within the
selected date range. That’s it. Nothing
more, nothing less.
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9. New vs. Returning Visitor
This report classifies by visitor type (new or
returning)
Counts visits not visitors
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10. Terminology – Bounce Rate
Bounce Rate: A one page visit
“I came, I saw, Yuck, I am out of here…”
– Avinash Kaushik, Google Analytics Evangelist
Back Button
Landing Page Exit Link A Bounce
Advertisement
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11. Terminology – Exit Rate
Exit Rate: The page a visitor exited from in
a two or more page visit
Exit Link
Prior Page Advertisement An Exit
Quits browser
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12. Terminology – Goal
Goal: An action you define triggered by a
pageview or a click
• Ecommerce: Purchase confirmation
• Lead Generation: Contact form submission
• Whitepapers: PDF download
• Blogs: Clicking an outbound link (advertisements)
• Reservations: Hotel bookings
GA goals can also be used for internal
testing
• Measuring an internal click tests site’s function but might not
directly achieve a business goal
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13. Terminology – Conversion
Conversion: A completed goal
Visitor Visitor Visitor Visitor Visitor
Visitor Visitor Visitor Visitor
Visitor
Homepage
60 % exit Landing Page
Visitor
Shopping Cart
Contact Form
Visitor Services Page
Blog Post
50% exit Booking Widget
Conversion Purchase
Form Submission
20% conversion PDF Download
rate Clicked Ad
Booked Reservation
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14. Visitors – Unique Visitors
• If I visit your site 5 times from the same computer, I will still
only be counted as 1 unique visitor
• In other words, visitors can make multiple visits
• Tracked by cookies
• Sunday + Monday + Tuesday + Wednesday + Thursday + Friday
+ Saturday Unique’s ≠ Unique’s for one week
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15. Visitors – New vs. Returning
• Measures visits not visitors
• A visitor can complete a new visit and a returning visit in the
same month
• One visitor can count as multiple return visits, but only one
new visit
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16. Traffic – Medium & Source
Medium Source
How did they arrive? Where did they come from?
cpc, email, banner, referral, none Who brought them to your site?
Airplane Who is ‘pushing’ your message?
Google? MSN? Yahoo!? ESP?
Jet Blue
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17. Traffic – Medium & Source
Medium Source
How did they arrive? Where did they come from?
Airplane Who brought them to your site?
Jet Blue
banner Washingtonpost.com
cpc Google, MSN, Yahoo
email ESP
none Direct
referral Facebook.com
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18. Traffic - Direct
• Visitors enter URL directly into browser
• Browser bookmarks
• Desktop email clients
• Desktop Twitter clients
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19. Traffic - Referring
• Links on other domains
• Web-based email clients (Gmail, Yahoo! etc.)
• Social sharing
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20. Traffic - Search
• Search engines
• Organic search Change search medium
• Paid search
• Keywords
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22. Traffic - Keywords
• Does not display exact paid search keywords – only what you
are bidding on
• Make sure to separate paid from organic Change search medium
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23. Traffic - Campaigns
• Campaigns are self-defined using a special URL
• You create the medium, source, and give it a name
• Not to be used on your own site
• Campaign Name: Holiday Santa Banner
• Source: http://ChristmasIsAwesome.com
• Medium: CPC
• Campaign Name: Save Darfur Email
• Source: Bronto (Email Service Provider Name)
• Medium: Email
• Campaign Name: Fender Jaguar Widget
• Source: Social Media
• Medium: Referral
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24. Content – Top Content
• Displays most visited pages by URL
• One of the most insightful reports
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25. Content – Content Title
• Displays content by title tag
• Aggregates all pages with duplicate title tags
• Exact same data as “Top Content”
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26. Content – Top Landing Pages
• What pages generated the most visits
• When visitors arrived, where did they arrive?
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27. Content – Top Exit Pages
• What pages caused visitors to exit the site?
• This includes “bounces”
• Counts exits not exit rate
• Often mirrors “Top Content”
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28. Content – Site Overlay
Aggregates clicks vs. counting clicks by
individual links
All links that go to “/example” will have the
same number
All links that exit the domain will have the
same number
Not very useful
Breaks easily
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29. Terminology – Goal
Goal: An action you define triggered by a
pageview or a click
• Ecommerce: Purchase confirmation
• Lead Generation: Contact form submission
• Whitepapers: PDF download
• Blogs: Clicking an outbound link (advertisements)
• Reservations: Hotel bookings
• NEW! Engagement Goals: Time on Site and Pageviews
GA goals should be used for internal testing
as well
• Measuring an internal click tests site’s function but might not
directly achieve a business goal
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30. Terminology – Conversion
Conversion: A completed goal
Visitor Visitor Visitor Visitor Visitor
Visitor Visitor Visitor Visitor
Visitor
Homepage
60 % exit Landing Page
Visitor
Shopping Cart
Contact Form
Visitor Services Page
Blog Post
50% exit Booking Widget
Conversion Purchase
Form Submission
20% conversion PDF Download
rate Clicked Ad
Booked Reservation
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31. Goals – Overview
• A snapshot of all goals
• Conversion rate is aggregate of all goals
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32. Goals – Head Match
Three Pageview Based Goal Types:
1. Head Match
• Input the text after the domain (text after domain: URI) and it
will track anything that starts with your input regardless of
what comes after
• /head_match will track
http://example.com/head_match
…and
http://example.com/head_match/this_counts_too
• Use when your site has dynamically generated URL’s
• Does not accept regular expressions
• Never use full URL’s (http://example.com/head_match)
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33. Goals – Exact Match
Three Pageview Based Goal Types:
2. Exact Match
• Input the URI and it will track anything that starts with your
input but nothing after
• /exact_match will track
http://example.com/exact_match
…but not
http://example.com/exact_match/this_wont_track
• Use when you know the exact URL
• Does accept regular expressions
• Never use full URL’s
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34. Goals – Regular Expression Match
Three Pageview Based Goal Types:
3. Regular Expression Match
• Allows any part of the URI to be mashed together
• .*Viget.* will track
http://example.com/example/Viget
http://example.com/example_Viget/about
http://example.com/Viget/about
• Use when URL’s vary or contain query parameters
• Use ‘top content’ report to test regular expressions
• Never use full URL’s
• For additional information on regular expressions, see appendix
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35. Goals – Building Goals
Names and steps should be descriptive
Turn goal on
Select match type
Goal value is optional
Funnel not required
‘Required first step’ affects the funnel
visualization report only
Funnel data is “backfilled”
Data is not retroactive
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36. Goals – Building Goals
URL Goal
Time on Site
Pages per Visit
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37. Goals – Engagement Goals
Enter a Time
Goal Value is
Optional
Turn Goal On
Use a Descriptive
Name
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38. Goals – Engagement Goals
Enter Pages
Goal Value is
Optional
Turn Goal On
Use a Descriptive
Name
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39. Goals – URL Based Goals
Match type
Conversion URL
Name goal
Optional value
Funnel only Funnel only
Name steps
Conversion URL
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40. Goals – Funnel Visualization
• A visualization of
user flows
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41. Goals – Funnel Visualization
Required First Step = Yes Required First Step = No
Conversions: 1 Conversions: 2
Visitor #1 Product Visitor #1 Product
#1 #1
Visitor #2 Purchase Visitor #2 Purchase
#2 #1 #2 #1
Confirmation Confirmation
#2 #1 #2 #1
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42. Goals – Funnel Visualization
Required First Step = Yes
Conversions: 2
Visitor #1 Visitor #1
Product
Visitor #2
#2
Shopping Cart
#2
Visitor #1 Purchase
#2 #1
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43. Goals – Funnel Visualization
• A visualization of
user flows
• What’s wrong with
this picture?
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44. Goals – URL Based Goals
What’s wrong with
this picture?
• Goal is turned off
• All URL’s are the same
• Regular expressions
• Poor naming
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45. Goals – Additional Ideas
Goals can be any pageview
Track clicks as pageviews
/internal-links/red-button
http://www.viget.com/engage/how-to-track-internal-links-in-google-analytics
http://www.viget.com/engage/how-to-track-internal-links-as-goals-in-google-analytics/
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46. Ecommerce – Sources / Medium
• Use this report to measure most effective traffic type
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47. Ecommerce – Product Overview
• Change sorting to tell a different story
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48. Ecommerce – Visits to Purchase
• How many visits does it take before a purchase?
• Do visitors know what they want? Or are they in research mode?
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49. Ecommerce – Days to Purchase
• How many days does it take before a purchase?
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50. Integrating Marketing
Tracking all marketing initiatives is key to
understanding their overall impact
GA offers custom ways track additional
marketing tactics
• Banners
• Email
• Yahoo! and MSN paid search
• Magazine Ads
• TV ads
• Direct Mail
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51. Traffic – Medium & Source
Medium Source
How did they arrive? Where did they come from?
Airplane Who brought them to your site?
Jet Blue
banner Washingtonpost.com
cpc Google, MSN, Yahoo
email ESP
none Direct
referral Facebook.com
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52. Traffic – Mediums
Google Analytics only has four native
mediums:
organic Google, MSN, Yahoo
cpc Google only
none Direct
referral Facebook.com
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54. Campaign Report
Campaign Source
Medium Ad Content
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55. Integrating Marketing
Campaign Name
• Required
• Answers the “Why?”
• Why did visitors come to your site?
• The name of the campaign should answer that question
• “I came for the holiday promotional” = Holiday 2010
• utm_campaign
http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578
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56. Integrating Marketing
Campaign Source
• Required
• Answers the “Who?”
• Who is ‘pushing’ your message?
• Google? MSN? Yahoo!? ESP?
• “I came via Google” = Google
• utm_source
http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578
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57. Integrating Marketing
Campaign Medium
• Required
• Always use lowercase
• Answers the “How?”
• How did visitors get to your site?
• cpc, email, banner, referral, none
• “I came from a banner ad ” = cpc
• utm_medium
http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578
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58. Integrating Marketing
Campaign Content
• Optional
• Use to label banners: 200x300 White Banner
• Use to further clarify marketing: Yahoo! Ad Group Name
• utm_content
http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578
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59. The Tabs
• Source, Medium, and some Visitor reports let you
compare against goals and ecommerce (if installed)
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60. The Data Views
• Use different data views to see data from different angles
• Is this page a problem?
Bounce Rate
Time on Site vs. Site
Average
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61. Navigation Summary
• Shows visitor path to previous 5 pages, and next 5 pages
from the current page
• Clicking each page opens the Navigation Summary for the
selected page
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62. Entrance Paths
• Confusing report – not actually entrance paths
The page you’re on
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63. Entrance Sources
• Shows where visitors came from (Jet Blue vs. Airplane)
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64. Site Search – Overview
What are visitors searching for?
Which pages inspire searches?
Do visitors refine their search?
Dig deep!
• Change sorting
• Click into additional dimensions
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66. Site Search – Usage
• How many visitors used search?
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67. Site Search – Search Terms
• What did visitors search for?
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68. Site Search – Start Pages
• Which pages inspired searches?
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69. Site Search – Destination Pages
• What pages did visitors find through search?
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70. Site Search – Search Terms
• Dig deep! Click a search term, change “Analyze” dimension
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71. Segmentation
Why Segment?
• Segmentation allows the full use of Google Analytics on specific
user types
• Analyze behavior based on content and visitor type
Do new visitors behave differently than returning visitors?
Does national traffic convert more often than international?
How is the blog performing?
Are the product pages causing roadblocks?
Is the direct mail campaign in Washington, DC working?
Does organic search bring more engaged traffic than paid
search?
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72. Advanced Segments Beta
GA’s Advanced Segments Beta
• Filters data retroactively
• Easy interface
• Mash up data in unique ways
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73. Advanced Segments Beta
Dimensions Metrics
Data types/names Numbers
http://www.google.com/support/analytics/bin/answer.py?answer=99021 http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=99118
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75. Using Profiles and Filters
Filters + Profiles is the most powerful and
accurate segmentation
• Filters are processed before you see the data
• Filters are processed in order from top to bottom
• Always use regular expressions
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77. Using Profiles and Filters
Segment the Viget Engage Blog http://
viget.com/engage
Include filters exclude everything except
what you’ve included
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78. Using Profiles and Filters
Exclude the Viget Engage Blog http://
viget.com/engage
Excludes only exclude the sub-directory
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79. Using Profiles and Filters
Include organic search traffic
Learn more about using regular expressions
to create custom profiles
http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55582
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80. Additional GA Resources
The Google Analytics Interface:
• http://galearning.com/ga_learning/gainterface/map.htm
The Missing Google Analytics Manual:
• http://www.grokdotcom.com/2010/02/16/the-missing-google-
analytics-manual/
Firefox plug-ins:
• http://www.vkistudios.com/tools/firefox/betterga/index.cfm
• https://addons.mozilla.org/en-US/firefox/addon/748
• http://www.viget.com/engage/sweet-greasemonkey-script-for-
google-analytics
• http://userscripts.org/scripts/show/31584
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81. Additional GA Resources
Regular Expressions
• http://www.google.com/support/analytics/bin/answer.py?
hl=en&answer=55582
Tracking Internal Links
• http://www.viget.com/engage/how-to-track-internal-links-in-
google-analytics
• http://www.viget.com/engage/how-to-track-internal-links-as-goals-
in-google-analytics/
Google UTM URL Builder
• http://www.google.com/support/googleanalytics/bin/answer.py?
hl=en&answer=55578
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