Seth MerandaUser Experience ArchitectMarch 26, 2009

Analysis and synthesis ordinarily clarify matters for us about as much as taking a Swiss watch apart and dumping its wheels, springs, hands, threads, pivots, screws and gears into a layman's hands for reassembling, clarifies a watch to a layman.Author Unknown

Today’s Plan

Get started using Google Analytics (GA)

What is GA?

How do I get GA?

The Google Analytics process

Build a strong foundation

Google Analytics features

How can they work with your web site goals?

Answers to difficult questions

What do people do on

my site?

How well are my

marketing campaigns

performing?

Where are people

coming from?

How effective is my

content?

Is my website driving

people away?

Do I have what

people are looking

for on my site?

Installing

Create a Google Account

Simple JavaScript tag

Every page - put in your footer

Directions on the WDN Wiki

http://tinyurl.com/GA-Training

Bounce

Bounce

Bounce

Bounce

Bounce Exit

Terminology

Term Explanation

Pageviews Number of pages viewed

Unique Pageviews Number of sessions during which a page was viewed one or more times

Bounce Rate Rate of visitors that leave after visiting only one page

Time on Site Sum of time on pages during a session

Average Time on Site Total Time on Site/All Visits (includes bounces)

Time on Page Page 2 Timestamp - Page 1 Timestamp (bounces and exits = 0)

Average Time on Page Total Time on Page/All Visits (excludes bounces)

Landing Page First page visited

Exit Page Last page visited (useless statistic)

New Visitor Has not visited site in the past (based on cookie data)

Returning Visitor Has visited site in the past

Beyond the basics

Profiles

Filters

Site Search

Goals

Benchmarking

Site Overlay

Segmentation

Campaigns

Profiles

Set of rules that define the reports available

View reports on custom data elements

Segment External Traffic

‣ Setup filters to exclude on-campus IP addresses

Control report access

‣ Grant privileges for certain users

Filters

Modify data and customize reports

Popular uses for filters:

Removing internal traffic

Tracking specific marketing campaigns

Clean up data

Segment search engine traffic

Watch filter order!

These filters are available on the wiki: http://tinyurl.com/GA-Training-Filters

Site Search

Users tell you what they are looking for!

Determine if content was found

Where do users start their search?

More information on setting up Site Search tracking: http://tinyurl.com/GA-Training-Search

Goals

Track strategic initiatives

Control leaks prohibiting

conversions

Benchmarking

Compare to other Universities

Benchmarking > Society > Education > Colleges & Universities

Site Overlay

Visual representation of design

effectiveness

How does each link contribute to

your goals?

Segmentation

Available through two ways:

Custom Profiles

Advanced Segmentation

Campaigns

Track success of marketing initiatives by tracking inbound requests

Emails, Twitter, Facebook, Ads

Link “tagging”

Campaign Source (newsletter)

Campaign Medium (email)

Campaign Term (march)

Campaign Content (academic calendar)

Campaign Name (parent communication)http://events.unl.edu/?utm_source=newsletter&utm_medium=email&utm_term=march&utm_content=academic

%2Bcalendar&utm_campaign=parent%2Bcommunication

There’s More

www1.unl.edu/iimblog

wdn.unl.edu