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Google Analytics Client Workshop,[object Object],How to use Google Analytics to improve your,[object Object],web site and online marketing,[object Object],John Duffy,[object Object],Marketing Director, Nemisys,[object Object],john@nemisys.uk.com,[object Object],01189 122226,[object Object]
Google Analytics - Agenda,[object Object],Introductions,[object Object],What is analytics?,[object Object],Page tagging vs log files,[object Object],Basics,[object Object],User & administrator set up,[object Object],The dashboard,[object Object],Working with dates,[object Object],Spark lines,[object Object],Different views for different news,[object Object],Visitors,[object Object],Map overlay,[object Object],Landing pages & bounce rates,[object Object],Site search,[object Object],Traffic sources,[object Object],Clever functionality,[object Object],Report distribution,[object Object],Google Analytics help & support,[object Object],The really useful part,[object Object],Segmentation,[object Object],Within reports,[object Object],Working with profiles,[object Object],Some useful profiles,[object Object],Working with filters,[object Object],Some useful filters,[object Object],Working with advanced segments,[object Object],Some useful advanced segments,[object Object],Choice: profiles vs advanced segments,[object Object],Truly measuring performance,[object Object],Goals,[object Object],Funnels,[object Object],Campaign measurement,[object Object],Reporting,[object Object],Pulling it all together in to a report,[object Object],Homework,[object Object],Action plan,[object Object],Further reading,[object Object]
Nemisys Client Workshops,[object Object],[object Object]
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. We also want choosing to work with Nemisys to be a “career-enhancing” decision!,[object Object],[object Object]
Or email john@nemisys.uk.com,[object Object]
Aims for today,[object Object],Learn the usefulness and limitations of analytics,[object Object],Learn your way around Google Analytics,[object Object],Learn how to set up and interpret reports and profiles,[object Object],Define online goals for your day to day activities,[object Object],Start to measure the effectiveness of your (online) marketing,[object Object],Build a “better” structure for your monthly reports,[object Object],Show you how to save money online shopping,[object Object]
Over to you,[object Object],[object Object]
How do you use your web site?,[object Object]
Correct answer,[object Object],[object Object],[object Object]
Measuring other promotional activity
Setting and progressing towards goals
And ideally, making sure you plan in at specification stage how what success looks like,[object Object]
Analytics ‘history’ – log files,[object Object]
Log file report - Urchin,[object Object]
Analytics tools – page tagging,[object Object]
Urchin vs Google Analytics,[object Object],[object Object]
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),[object Object]
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,[object Object]
So let’s dive in,[object Object],[object Object],Not got a Google Account yet?,[object Object],[object Object]
Use your work email addressOr for today, if you do not have access to your work email address, use an email address you can access, then change it later – I’ll show you how,[object Object]
Help & support,[object Object]
Get stuck in, explore,[object Object],[object Object]
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 help to remind and steer you – I DO!,[object Object]
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,[object Object]
Basics 2 – dashboard,[object Object],Shows “most useful” reports – that’s subjective!,[object Object],Add up to 12 reports,[object Object],Reorder and delete reports,[object Object]
Essential concepts - averages,[object Object],[object Object]
EXCEPT within tightly defined segments or for specific pages
BAD – bounce rate across a whole site
GOOD – bounce rate for a specific page,[object Object]
Exercise – date ranges,[object Object],[object Object]
View 1 week
Compare March and February
Align start/end days when comparing date ranges,[object Object],[object Object]
Exercise – spark lines,[object Object],[object Object],[object Object]
Basics 7 – report distribution,[object Object],Report distribution,[object Object],Top link to set up an email,[object Object],Left link to see all of the emails you’ve set up across the whole site,[object Object]
Exercise – report distribution,[object Object],[object Object]
Set up some scheduled reports for your site to your colleagues,[object Object]
Dimensions – attributes that the basic action create, like time on site, new vs returning visitors and keywords used to reach you
That’s much easier with an exampleTop content & bounce rate,[object Object]
Visitors – sessions & uniques,[object Object],Sessions,[object Object],Unique visitors,[object Object]
Visitors - new & returning,[object Object],Absolute numbers are OK,[object Object],But differences between segments are much more interesting,[object Object],Bounce rates,[object Object],Conversions,[object Object],Revenues,[object Object]
Map overlay,[object Object],Zoom from country to city level,[object Object],Use for targeting cost per click adverts,[object Object],Measure goals by campaign and geography?,[object Object]
Exercise – map overlay,[object Object],[object Object]
Overseas offices?
Overseas sales drives?
UK-only traffic
City-specific traffic?
Landing pages per city maybe for local events?,[object Object]
Landing pages and source,[object Object],Drill in to individual landing pages to see where the visitors came from,[object Object]
Homework – landing pages,[object Object],[object Object],High volume of entrants (so you don’t spend effort with insignificant rewards),[object Object],Significant bounce rate,[object Object],[object Object],[object Object]
Homework,[object Object],[object Object]
Identify problem areas on your site
Identify the language your visitors use to check you’re “jargon free”,[object Object]
Profiles,[object Object],[object Object]
Useful profiles might be:Subdomains,[object Object],Microsites,[object Object],Site sections,[object Object],UK visitors,[object Object],Paid search visitors,[object Object],[object Object],[object Object]
Filters and profiles,[object Object],[object Object]
They cut out the “noise” created by visitors who you aren’t interested in for the specific piece of functionality you are looking at
Examples of useful filters:,[object Object]
Then apply filters,[object Object]
Filter – new visitors only,[object Object],Here, I just want new visitors as I already know I can “convert” returning visitors,[object Object]
Filter – exclude other domains,[object Object],Because anyone can add your tag to their site, you might want to set up a filter that excludes all traffic from other sites,[object Object],This actually happened to Nemisys - a developer in India ripped our site and rebadged it for a client.,[object Object],The other site showed up in our numbers until a polite email suggesting they shouldn’t pay their developer found its way to them ... ,[object Object]
Filter – visitors from organic search,[object Object],If you’re focussing on SEO, this is a useful profile to help measure your progress,[object Object],Remember – search rankings are old hat. This lets you monitor true success – visitors who convert,[object Object]
Filter – exclude your staff,[object Object],If you know your IP company address(es), you can exclude traffic from staff,[object Object],Or flip the logic on its head and look at only traffic from staff if that’s useful to you,[object Object]
Filter – UK visitors,[object Object],Useful if overseas visitors really are irrelevant to you,[object Object]

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Google analytics-workshop-open-access-workshop-august-2010-slideshare

Notes de l'éditeur

  1. A bit about John: “Traditional” marketing since 1989 With the addition of online marketing since 1997 Both hands on and marketing management/strategic roles, progress from Marketing Assistant to PLC Marketing DirectorSpecialises in: Working out how to deliver your objectives (business, communications, revenue, support) when people visit your web site (interpreting briefs, functional specifications, analytics) Associated campaigns to attract those visitors (email, social networks, advertising, seo, sem, pr)Most often heard saying: Why? What do you really mean? Let’s work out how to do that online
  2. For Google Analytics, we are happy to take all comers For search engine optimisation, the workshop is really designed for people running a Nemisys content management system, as we focus on how to get the most out of your system rather than too much theory Look out for other workshops on such as social networks, use of photography and video, copy writing for the web
  3. Take a look at the “My account” page in your Google Account Previous delegates have been amazed to see that Google knows they have searched on “ice dancing”, “valentines day teddy bears” and “the meaning of itchy palms”! Of course, they all claimed they lend their account log in to colleagues ...  It’s a personal thing, but I’d make sure your “web history” is turned off in your Google account!
  4. You can buy the Analytics ninja tee from http://www.cafepress.co.uk/AnalyticsNinja.357081239 Today will be very practical & hands on rather than a load of theory that you might not get around to doing when you get back to the office With your say-so, I’d like to produce a short action list for each of you to take awayDo you have any specific aims we should add to the agenda?
  5. More to the point – do you know why 10 becomes 11 becomes 12 And if you don’t know, how can you manage the growth from 12 to 13, 14 and so on?
  6. When you talk to your account manager about new functionality, make sure you talk to him about what elements should be measured as goals
  7. Shows just a few minutes of activity on a fairly quiet site – for our busy sites each day’s log file will have tens of thousands of lines Actually, it’s not really history, in that you also have Urchin available to you to analyse your log files in tandem with Google analytics Just visit http://www.yourdomain.com:10000 to access your Urchin account
  8. The second (smaller) image shows that on 30th January at 1.29 am someone requested to see the home page of the web site that lives on this web server at this IP address This is the IP address of the person requesting the page, and they are using MS Internet Explorer 7 on Windows NT They came from a link on the Autism Society Canada site, and the request for the home page was successful
  9. You can spot the home page (default.asp) referenced in the log file we just looked at As a Nemisys client, you have access to these reports So why are we moving people towards Google Analytics?
  10. A visitor requests your web pageThat web page contains a snippet of code that the visitor’s web browser runsThat code runs off and picks up some information from Google’s serverWhile it’s picking up that information, it also leaves behind a load of other information about the visitorAnd then Google Analytics crunches through all of this information overnight to produce your reportsNote that this means that when you do things like set up profiles and goals, which we’ll do later, you need to come back to check that you’ve set them up correctly.
  11. Further reading on comparisons: http://en.wikipedia.org/wiki/Web_analytics http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55536
  12. Most importantly, Google Analytics gives you a better insight in to how different segments your visitors behave differently If you want to understand how spiders (Googlebot etc) use your site, you still need to look at your Urchin reports Explain key differences between Google Analytics vs the high ticket price systems
  13. Day 1 – saved the computer I was looking for in my basketFew days later – receive email with an offer on that computer
  14. YouTube videos of popular tasks Forums and article in GA help pop-up Context sensitive help on figures in table headers Content sensitive description of report on left hand side
  15. Click analytics set up, top leftThen user managerAdd user’s Google Account email, then decide whether to give access to reports only (per profile) or make an administratorRemember to remove access if someone leaves the organisation Choose you administrators carefully – they have the power to delete all historic reports!
  16. We advise that you come back to the dashboard after the workshop and add/delete reports as you see fit
  17. Practical exercises Play with date ranges, try changing them Compare ranges Note the importance of matching days when you compare dates Discuss monthly vs 4 weekly reporting options Spark lines – all part of discoverability
  18. Note the importance of matching days when you compare dates Discuss monthly vs 4 weekly reporting options Spark lines – all part of discoverability
  19. “Discoverability” concept Google aims to be easier to use than other analytics tools, so it provides ways of drilling in to reports through overview pages But don’t be fooled – your goals will still be you most important metrics!
  20. Most useful are “compare to site average” and bar charts.
  21. You can export the report you are looking at to PDF or Excel immediately Or set up regular email distribution lists for your reports This is less useful than you’d think, but I’ve found a few decent uses Sending your referrer list to a PR agency so they can keep an eye on click-throughs and spot online coverage Sending your referrer list to external placing recruitment adverts so they can evaluate the value of the sites where they place adverts
  22. Ideas for useful reports: Referrers Campaign metrics
  23. Look at these example to show the power of working in segments: New vs returning, show bounce rates (& conversion rates if you have goals already set up) Goal conversions, add bounce rate Referrers – again, bounce rates
  24. All “must have” figures, but not where the real value of analytics lies
  25. How could geography be useful for you? Overseas offices? Overseas sales drives? UK-only traffic City=specific traffic?
  26. The 3 values highlighted on the right have very different values – why might this be?
  27. Use to identify problem pages Concentrate your efforts on high volume pages
  28. Landing pages Successful keywords Track to conversions once goals set up
  29. CPC traffic New visitors Return visitors United Kingdom visitors Traffic from a specific marketing campaign From a specific referrer Non-employee traffic
  30. If not “best”, at least it’s “my” approach!
  31. Look at: UK visitors Paid visitors
  32. Note that even if you don’t want to spend time tracking all of your marketing activity, it’s worthwhile to tag your links within documents and emails, as that’s how you can reduce your number of “direct” visitors, just in case you are tempted to think that “direct” means people with favourites or having typed the URL straight in to their browser.
  33. I only ever respond to “money off your next shop” emails from Tesco. Every now and then they try to tempt me with a different type of offer like free delivery, but I always ignore these.I think I’ve just about trained Tesco to send me money off vouchers – with others it can be a bit more hit & miss.