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Google Analytics Client Workshop<br />How to use Google Analytics to improve your<br />web site and online marketing<br />...
Google Analytics - Agenda<br />Introductions<br />What is analytics?<br />Page tagging vs log files<br />Basics<br />User ...
Nemisys Client Workshops<br /><ul><li>This is one of a series of workshops we run for our clients
Workshops run either in-house or open access where we take up to 6 clients a day
The purpose is simple – if your web site works better for you, you may win more budget to further develop it. </li></ul>We...
Or email john@nemisys.uk.com</li></li></ul><li>Before we start – your history<br />
Aims for today<br />Learn the usefulness and limitations of analytics<br />Learn your way around Google Analytics<br />Lea...
Over to you<br /><ul><li>Introductions and roles
How do you use your web site?</li></li></ul><li>Fundamental question<br />Q.  “Is 10 registrations a day on our site good ...
Correct answer<br /><ul><li>A.  “I’ve no idea, but 10 on Monday, 11 on Tuesday, 12 on Wednesday etc is great!”</li></li></...
Measuring other promotional activity
Setting and progressing towards goals
And ideally, making sure you plan in at specification stage how what success looks like</li></li></ul><li>Analytics ‘histo...
Analytics ‘history’ – log files<br />
Log file report - Urchin<br />
Analytics tools – page tagging<br />
Urchin vs Google Analytics<br /><ul><li>Numbers differ
Not worth getting in to too much detail, but plenty you can read
BUT, if you insist on comparing old with new:
Work out a conversion factor in parallel sets of data and use that going forward (but be warned, it’s messy)</li></li></ul...
Level 2 – bend the reports to better understand your web site
Level 3 – bend your tagging to (eg) record on-page activities, Flash activity, ecommerce activity
Remember - You have both – Urchin and Google Analytics</li></li></ul><li>Use analytics to your advantage<br />
So let’s dive in<br /><ul><li>www.google.com/analytics</li></ul>Not got a Google Account yet?<br /><ul><li>https://www.goo...
Use your work email address</li></ul>Or for today, if you do not have access to your work email address, use an email addr...
Help & support<br />
Get stuck in, explore<br /><ul><li>Don’t be afraid to get stuck in
Explore the reports – there are new reports added all the time
I’d guestimate that there have been 20 fundamental improvements in the last 2 years, so do get used to using the online he...
GA support - http://google.com/support/googleanalytics
GA blog - http://analytics.blogspot.com/
Webmaster tools - http://googlewebmastercentral.blogspot.com/
My blog, analytics posts & tips - http://www.nemisys.uk.com/blogs/nemisys/Default.asp?keyword=analytics</li></li></ul><li>...
Basics 2 – dashboard<br />Shows “most useful” reports – that’s subjective!<br />Add up to 12 reports<br />Reorder and dele...
Essential concepts - averages<br /><ul><li>Averages are your enemy
EXCEPT within tightly defined segments or for specific pages
BAD – bounce rate across a whole site
GOOD – bounce rate for a specific page</li></li></ul><li>Basics 3 – date ranges<br />Defaults to last 31 days<br />Change ...
Exercise – date ranges<br /><ul><li>View 1 month
View 1 week
Compare March and February
Align start/end days when comparing date ranges</li></li></ul><li> Basics 4 – comparing metrics<br /><ul><li>Get used to e...
Exercise – spark lines<br /><ul><li>Can you spot any activity worth looking in to on your spark lines?</li></li></ul><li>B...
Basics 7 – report distribution<br />Report distribution<br />Top link to set up an email<br />Left link to see all of the ...
Exercise – report distribution<br /><ul><li>Identify some useful scheduled reports for your site
Set up some scheduled reports for your site to your colleagues</li></li></ul><li>Basics 8 - segmentation<br /><ul><li>Metr...
Dimensions – attributes that the basic action create, like time on site, new vs returning visitors and keywords used to re...
That’s much easier with an example</li></ul>Top content & bounce rate<br />
Visitors – sessions & uniques<br />Sessions<br />Unique visitors<br />
Visitors - new & returning<br />Absolute numbers are OK<br />But differences between segments are much more interesting<br...
Map overlay<br />Zoom from country to city level<br />Use for targeting cost per click adverts<br />Measure goals by campa...
Exercise – map overlay<br /><ul><li>Is geography important to you
Overseas offices?
Overseas sales drives?
UK-only traffic
City-specific traffic?
Landing pages per city maybe for local events?</li></li></ul><li>Landing pages and bounce rate<br />Spot best performers<b...
Landing pages and source<br />Drill in to individual landing pages to see where the visitors came from<br />
Homework – landing pages<br /><ul><li>Identify 3 landing pages using the following criteria:</li></ul>High volume of entra...
Homework<br /><ul><li>Now search tagging is enabled, use it to:
Identify problem areas on your site
Identify the language your visitors use to check you’re “jargon free”</li></li></ul><li>Traffic sources<br />Referring sit...
Profiles<br /><ul><li>A profile is a report, created by filtering (ie discarding) some information as the analysis is done
Useful profiles might be:</li></ul>Subdomains<br />Microsites<br />Site sections<br />UK visitors<br />Paid search visitor...
Filters and profiles<br /><ul><li>Filters make your profiles useful, by allowing you to focus on a specific segment of vis...
They cut out the “noise” created by visitors who you aren’t interested in for the specific piece of functionality you are ...
Examples of useful filters:</li></li></ul><li>Applying filters to profiles<br />Before we start:<br /><ul><li>NEVER apply ...
Then apply filters</li></li></ul><li>Filter - subdirectory<br />If you have a microsite, intranet or extranet running in a...
Filter – new visitors only<br />Here, I just want new visitors as I already know I can “convert” returning visitors<br />
Filter – exclude other domains<br />Because anyone can add your tag to their site, you might want to set up a filter that ...
Filter – visitors from organic search<br />If you’re focussing on SEO, this is a useful profile to help measure your progr...
Filter – exclude your staff<br />If you know your IP company address(es), you can exclude traffic from staff<br />Or flip ...
Filter – UK visitors<br />Useful if overseas visitors really are irrelevant to you<br />
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