Getting More Out of Analytics presented by Tobin Lehman
1. GETTING MORE
OUT OF ANALYTICS
Tobin Lehman, contact@tobinlehman.com
Thursday, September 15, 2011
2. WHAT IS ANALYTICS?
• Google’s Web Tracking Software
• Google Acquired Urchin Software in 2005, made the
product free under the name Analytics.
• Let’s you understand what has happened to your site.
Thursday, September 15, 2011
3. HOW IT WORKS
• Uses Javascript to track page events
• Simple tracking code is put on your pages
• This requires javascript to be active on the browsers
• 3% of Users in the US have Javascript disabled.*
http://visualrevenue.com/blog/2007/08/eu-and-us-javascript-disabled-index.html
Thursday, September 15, 2011
4. TERMINOLOGY
Visits: Users coming to the site. One visit might have
multiple page views.
Unique Visits: Some users may come back multiple times.
This measures how many unique users came.
Page Views: The number of pages viewed on the site.
Unique Page Views: The number of unique views by
individual visitors.
Thursday, September 15, 2011
5. TERMINOLOGY
Bounce: Is the measure of a visitor arriving at a page on
your site and immediately leaving. Their entrance page is the
same as their exit page.
This is the most confusing because google Allows you to look
at this metric in some irrelevant ways with averages.
Exits: The number of visitors who leave the site after this
page. This could be a link to another site, or simply close the
window.
Thursday, September 15, 2011
6. UNDERSTANDING THE DATA
Top Level Categories
• Dashboard
• Intelligence
• Visitors
• TrafficSources
• Content
• Goals
Thursday, September 15, 2011
7. THE KEY METRICS
The are 7 common metrics • Browsers / Devices
that most companies need • Traffic Sources
to know to make informed
• Referrers
decisions about your web
traffic. Making these reports • Keyword Analytics
apart of your monthly • Top Content
review can truly shape • Exit / Bounce
decisions.
• Goals / Events
Thursday, September 15, 2011
19. ADVANCED
CONFIGURATIONS
• Goals and Funnels
• Campaign Tracking
• Custom Reports
• Google Intelligence
Thursday, September 15, 2011
20. GOALS AND FUNNELS
Goals allow you to track a path of a user and
gather information on the success or failure of
that path.
Home
Thursday, September 15, 2011
21. GOALS AND FUNNELS
Goals allow you to track a path of a user and
gather information on the success or failure of
that path.
Home
Thursday, September 15, 2011
22. GOALS AND FUNNELS
Goals allow you to track a path of a user and
gather information on the success or failure of
that path.
Home Product
Thursday, September 15, 2011
23. GOALS AND FUNNELS
Goals allow you to track a path of a user and
gather information on the success or failure of
that path.
Home Product
Thursday, September 15, 2011
24. GOALS AND FUNNELS
Goals allow you to track a path of a user and
gather information on the success or failure of
that path.
Order
Home Product
Form
Thursday, September 15, 2011
25. GOALS AND FUNNELS
Goals allow you to track a path of a user and
gather information on the success or failure of
that path.
Order
Home Product
Form
Thursday, September 15, 2011
26. GOALS AND FUNNELS
Goals allow you to track a path of a user and
gather information on the success or failure of
that path.
Order Thank
Home Product
Form You
Thursday, September 15, 2011
28. GOALS SETUP
Setting up a Goal, you need to know the page
that starts, contains, and ends the goal. The more
detailed you are, the better.
Thursday, September 15, 2011
31. CAMPAIGN TRACKING
Using Google’s campaign tags you can better
differentiate your incoming traffic to understand
and gather data about your visitors.
Washingtonian: Print Ad : May 2011
Washingtonian: Online Ad : June 2011 Home
Newsletter: Email Blast: August 2011
Thursday, September 15, 2011
32. CAMPAIGN TRACKING
Using Google’s campaign tags you can better
differentiate your incoming traffic to understand
and gather data about your visitors.
Washingtonian: Print Ad : May 2011
Washingtonian: Online Ad : June 2011 Home
Newsletter: Email Blast: August 2011
Thursday, September 15, 2011
33. CAMPAIGN TRACKING
Using Google’s campaign tags you can better
differentiate your incoming traffic to understand
and gather data about your visitors.
Washingtonian: Print Ad : May 2011
Washingtonian: Online Ad : June 2011 Home
Newsletter: Email Blast: August 2011
Thursday, September 15, 2011
34. CAMPAIGN TRACKING
Using Google’s campaign tags you can better
differentiate your incoming traffic to understand
and gather data about your visitors.
Washingtonian: Print Ad : May 2011
Washingtonian: Online Ad : June 2011 Home
Newsletter: Email Blast: August 2011
Thursday, September 15, 2011
35. CAMPAIGN SETUP
Using Google’s URL Builder, you can customize the links you
use in your internal communications and the links you give to
your outside vendors.
http://www.google.com/support/analytics/bin/answer.py?answer=55578
Thursday, September 15, 2011
36. CAMPAIGN SETUP
Using Google’s URL Builder, you can customize the links you
use in your internal communications and the links you give to
your outside vendors.
http://www.google.com/support/analytics/bin/answer.py?answer=55578
Thursday, September 15, 2011
37. CAMPAIGN SETUP
Using Google’s URL Builder, you can customize the links you
use in your internal communications and the links you give to
your outside vendors.
http://www.google.com/support/analytics/bin/answer.py?answer=55578
Thursday, September 15, 2011
38. CAMPAIGN SETUP
Results link that is used to track specific traffic to your site.
http://www.google.com/?
utm_source=AHCMC&utm_medium=EMAIL&utm_campaign=NEWS
Thursday, September 15, 2011
40. CUSTOM REPORTS
Create reports that make sense to you, and have
them sent to you automatically. Enjoy stats over
your morning coffee...
Thursday, September 15, 2011
52. IN REVIEW
• Understand the basic terminology
• Seven key metrics to evaluate your site
• Use goals and funnels to value your traffic
• Campaign tracking to segment traffic
• Create custom reports and send them via email
• Use Google Intelligence to keep us informed
Thursday, September 15, 2011
53. THANK YOU
If you have further questions, please feel
free to contact me for more information.
Tobin Lehman, Owner
Tobin Lehman: Design + Interactive
Contact@tobinlehman.com
240. 575.5887
Thursday, September 15, 2011
