1. Web Analytics Academy
Devine Howest

2. Agenda
1. Google Analytics snapshot
2. How to set it up
3. Visitors
4. Traffic sources
5. Content
6. Filters
7. Goals & Funnels
8. E-commerce
9. Setting your dashboard
10. Key take-aways

3. Online en offline software Software ontwikkeling
development op maat. .Net consultancy
Webapplicaties
Voor grote en kleine
ondernemingen.
Two to Tango http://www.twototango.be Letterkundestraat 69
Evelien De Mey evelien@twototango.be 2610 Wilrijk

4. 1 What is Google Analytics and
why do you need it?
Google Analytics snapshot

5. Google Analytics: history
2004 2005 2007-2010-20..
Urchin Google takes over Urchin Enterprise features
Paid Free platform Expanding possibilities

6. Google Analytics: a marketing tool
Acquisition
Online
marketing
Retention Conversion

7. Google Analytics: How does it work?
Javascript code & cookies
+ -
• Business intelligence • No tracking code, no
rather than data
technical server • Javascript disabled?
data No tracking
• Cookies deleted? No
tracking
• A browser is not a
person

8. Google Analytics: Pros & cons
+ -
• Statistically • Data ownership
relevant but no • Privacy
absolutes • No training or
• Easy to use support
• Free • No data history
• Enterprise features • Flash issues
• Sufficient for 95%
of all websites

9. Google Analytics: What do you do with it?
Source: www.kaushik.net
Source: www.kaushik.net

10. Source: www.all-funny.info

11. Google Analytics: A means to an end
Where and why do visitors Where do my visitors
abandon my shopping cart? come from?
Is my website’s design What do people do
scaring people away? on my site?
Which marketing initiatives On which keywords do
are the most effective? visitors find my site?

12. 2 Getting started
How to set it up

13. Google Analytics setup
1. Create a Google Account
2. Create a Google Analytics account
on http://www.google.com/analytics
according to the requirements
on http://www.google.com/support/analytics

14. Account
website profiel w. profiel
ua-xxxxx-01 ua-xxxxx-02
duplicate profile duplicate profile

15. Account
website blog
AdWords /nl/

16. Google Analytics setup: tips
1. When setting up tracking for a new website, create a new
Google Analytics account, not a new profile.
2. Paste the code snippet at the bottom of every page, (not
necessary with asynchronous code).
3. Is every page tagged? Check it on www.sitescanga.com

17. Account access
Account access levels
Standard access
Administrator access

18. 3 Navigating Google Analytics
Visitors reports

19. Visitors
Visitor Visit Page view
Individual person Visit or session of Loading of a
who visited the a visitor page
website
Number of utma Runs out after 30 Every request to
cookies minutes or when trackPageview
browser is closed

20. 24 November 13.37 25 November 12u34

21. 1 visitor
visit 1 visit 2
3 pageviews 2 pageviews

22. Average time on site
Time on site
Difference between first and last page view
Correlation with pages per visit

23. Bounce rate
Bounce rate
The percentage of visitors who leave the website
immediately from the landing page

24. 20% 30% ≥ 40%

25. Length of visit

26. Analysing visitors from all traffic sources
Source: www.kaushik.net

27. Map overlay

28. Browser capabilities
Browser
Screen colours
Screen resolutions
Flash versions
Java support
In-page Analytics

29. Mobile
Not enough? Try a specialised Mobile Analytics tool like:
www.percentmobile.com
http://analytics.admob.com
...

30. 4 Navigating Google Analytics
Traffic sources reports

31. Traffic sources: referral traffic
Referral traffic
Visitors referred from other sites
Or untagged pages & untagged campaigns

32. Traffic sources: direct traffic
Direct traffic
Visitors who typed in the url in their browsers
Or who bookmarked your site

33. Traffic sources: search engines
Search engines
Visitors from search engines
Paid and unpaid

34. Traffic sources: mix it up
Source: www.kaushik.net

35. Keywords
Source: www.kaushik.net

36. Keywords: the long tail

37. 5 Navigating Google Analytics
Content

38. Content
top by content
content title drilldown
url based title based directory based

39. Content: top landing pages
Check bounce rates!
Source: www.kaushik.net

40. Content: in-page Analytics

41. Content: site search
Site search
Discover what your visitors are looking for
Apply it in the profile settings

42. 6 Managing your data
Filters

43. Filters

44. Standard filters
3 standard filters
Exclude all clicks from a domain
Exclude all clicks from an IP address
Include only traffic from a specific subdirectory

45. Custom filters
Custom filters with endless possibilities
Include & exclude filters
Search & replace
Advanced

46. Filters: tips
• ALWAYS create one unfiltered profile
• Filters work in the order they were created, so be carefull
with profiles with several filters
• Save time by applying existing filters to other profiles
• Filters are not retroactive

47. 7 Turning visitors into customers
Goals & funnels

48. Make people take action
Make a purchase
Download price list
Subscribe to the newsletter
Visit a key page
Download a trial
Fill out the contact form
Time on site
Pages per visit
...

49. Improve website succes
Design Function
Source: www.websitedokter.com

50. Goals
Set your goals in profile settings

51. Goals
Source: www.kaushik.net

52. Goals
Compare revenue per traffic source or campaign
Source: www.kaushik.net

53. Event tracking
Download of a PDF or file
Interaction with Flash or videos
E-mail on-clicks
For further reference:
http://code.google.com/apis/analytics/docs/tracking
/eventTrackerGuide.html

54. Conversion
OR

55. Analyse funnels & eliminate bottleclecks

56. Setting goals
Set your funnel up in
profile settings

57. Google Website Optimizer
www.google.com/websiteoptimizer
Source: www.kaushik.net

58. 8 Monetising Google Analytics
E-commerce

59. E-commerce
In profile settings
Paste code in the thank-you-for-ordering-page

60. <script type="text/javascript">
var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www.");
document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js'
type='text/javascript'%3E%3C/script%3E"));
</script>
<script type="text/javascript">
try {
var pageTracker = _gat._getTracker("UA-xxxxxx-x");
pageTracker._trackPageview();
pageTracker._addTrans(
"1234", // Bestellingnummer
“website", // Affiliatie
“15.00", // Totaal
"1.50", // Belasting
“3.50", // Verzendingskosten
"San Jose", // Stad
"California", // Staat
"USA" // Land
);
pageTracker._addItem(
"1234", //Bestellingnummer
“14ml33t", // Productnummer
“X-Factor“, // Productnaam
“Herenschoenen", // Categorie
"10.00", // Prijs
"1" // Hoeveelheid
);
pageTracker._trackTrans();
} catch(err) {} </script>

61. Index value
Find out which content is making you money
Source: www.kaushik.net

62. 9 Using Google Analytics every day
Setting your dashboard

63. Standard dashboard

64. Customise the standard report

65. Time settings

66. Annotations

67. Segmentation

68. Exporting & e-mailing reports

69. Analytics and Flash
http://code.google.com/p/gaforflash/

70. 10 Key take aways
Literature

71. 10 Key take-aways
1. Check the website. Make notes on your customer experience
and bottlenecks.
2. Check the traffic sources to find out which marketing initiatives
are making you money
3. Check the visitors loyalty & recency to assess how long
visitors orbit your website.
4. Check the Top landing pages report and In-Page Analytics to
find out where visitors go wrong.
5. Check the keywords.
6. Check bounce rates of important pages.
7. Check goals & funnels in relation to traffic sources
8. Set KPIs per website and put that data into your dashboard.
9. Filter out your own IP-address.
10. Keep 1 profile with raw data.

72. Some light reading
Web Analytics 2.0 (Avinash Kaushik)
Web Analytics an hour a day (Avinash Kaushik)

73. Questions? Evelien De Mey
Reach us on evelien@twototango.be
www.twototango.be
www.twitter.com/evillien
evillien
be.linkedin.com/in/eveliendemey
eveliendemey