Introduction to Google Analytics
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21-Oct-2014 -
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Transcript of Introduction to Google Analytics
SO YOU ARE MANAGING A WEB PRESENCE…
how people are getting to your site. what content is performing according to your expectations.
what do you need?
Ingredients 1. Google analytics
account 2. Website 3. Java script code
The only thing you have to do is: implement the java script code from your GA account into your site (above the <head> tag).
WHAT CAN YOU MEASURE?
1. Visitors – where they come from (geographically), what language they speak, frequency of visits, what computers and browsers they use.
2. Traffic sources – the way people reach your site (keywords and sites that link to yours).
3. Content – it gives you insights about which page in site was the most popular and the users’ path of reaching it.
4. Goals for objectives – tracks the downloads, registrations or subscriptions made on site.
5. E-commerce – tracks the evolution of a purchase made in a online shopping site.
Three Core metrics
1. Acquisition
Measures: the number of visitors that reach your site and where they are coming from. how many have been to your site before (loyalty)
Visits
2. Engagement
Measures: - pages per visit – average
numbers of pages viewed - average time on site –
how much does a visitor stays on site
- bounce rate – single page visits on site and how many visitors left from the main page towards other pages in site.
Quality of site traffic
Objective • Get visits to a specific page • Measure engagement • Measure no. of page visitors
in a session • Track specific actions
(downloading, viewing a video)
Goal types • URL destination • Time on site • Pages per visit • Events
3. Outcome (Goals area) Define your strategy objective: - drive visitors to make online purchase - get them to view a specific content - more newsletter signups
Keep track on your marketing campaign
Objective • Get visits to a specific
page • Measure engagement • Measure no. of page
visitors in a session • Track specific actions
(downloading, viewing a video)
Goal types • URL destination
• Time on site • Pages per visit • Events
For a better website: Make your site engaging so
that visitors will continue clicking into it.
Make your site user-
friendly. Simple construction for
visitors to navigate on site. Build an interactive
content. Match the content of a text
with keywords in it’s title. Make a creative website
design.
FEATURES
Keywords Clouds
• you can visualize easily what words are the most compatible with your content based on bounce rates, pages per visit and visits.
Real-time data
• you can view the activity on site as it happens, with no minutes/hours delays, based on: active pages, top referrals, keywords or geographic location.
Personalized dashboard
• you can view the activity on site as it happens, with no minutes/hours delays, based on: active pages, top referrals, keywords or geographic location.
Webmaster tools
Shows you which Google property (web, image, mobile) sources generated site traffic and measures impressions and number of clicks, as well.
it is usually used to evaluate search trends
Social Engagement
Helps you track the way visitors interact with your site which social source was used and what action was performed (ex. tweet, like, share)
Multi-channel Funnels
• Helps you see how many
visitors reached your site through a paid search ad, a link in social networks or from an email link.
• You can find out what channel was the most successful for conversion which marketing activities have the highest ROI
What’s missing?
PDF/ email export Percent comparison Graph by week option
So…. Why should you use Google Analytics? It is free It is complex It gives you many insights for your site and for
your marketing strategy It is easy to use
