Emory Google Analytics Overview

transcript

Who we are

Introduction

Justin Goodman• Google Analytics & Adwords

Individual Qualification• 10 years in Internet

Marketing• Forbes.com Contributor• Blogs Featured on SEOMoz• Speaker:

– Digital World Expo– International Association of

Business Communicators

• American Marketing Association Member

What you can expect, what you will learn, and why you are here.

Course Objective

• How to• What will be provided– Resources– Tools

• Terminologies• Glossary

Analytics

• What is Web Analytics–What is Google analytics

• Why do you have a website?• Building a website measurement

framework

• Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage.

-Web Analytics Association

(Now Digital Analytics Association)

What is Web Analytics

• "Analytics is the process of obtaining an optimal and realistic decision based on existing data."

-Stehpane Hamel

• “Study of online experience, in order to improve it

-Brian Clifton

What is Web Analytics

• Google Analytics (GA) is a service offered by Google that generates detailed statistics about a website's traffic and traffic sources and measures conversions and sales.

The product is aimed at marketers as opposed to webmasters and technologists from which the industry of web analytics originally grew. It is the most widely used website statistics service.

- Wikipedia

What is Google Analytics

Why do you have a website

• Exposure• Communication Portal• Promote yourself/ your services

Key Business Objective

Activity KPI Dimensions & Metrics

Data Framework

Key Business Objective • This is the answer to the question: "Why does your website exist?“

• -Avinash Kaushik, Google Analytics Evangalist

Data Framework

Activity• The condition in which things are happening or being done.• A specific deed, action, function, or sphere of action

Data Framework

Key Performance Indicator• Measures that help you understand how you are doing against

your objectives. • -Avinash Kaushik

Data Framework

Dimension• A dimension is an descriptive attribute or characteristic of an object

that can be given different values.• Simply put, the labels, descriptive names, within reports

Valid Dimension and Metric Pairs in Google Analytics: http://bit.ly/GAdimensionandmetrics

Data Framework

Valid Dimension and Metric Pairs in Google Analytics: http://bit.ly/GAdimensionandmetrics

Metric• Metrics are individual elements of a dimension that can be measured

as a sum or a ratio. • Simply put, the numbers within reports

Increase New Ecommerce Sales

Increase Non-Branded Engaged New Visits by 5% ; 6 months

MetricsVisits

Bounce Rate

Dimensions

Organic

New Visit

Non-Brand

Increase Page 1 Visibility in Google Organic by 10%; 6 months

Metrics Organic Rank

Dimension Google

Conversion Rate Optimization

Increase Conversion Rate for Potential Customers by 10%; 6

months

MetricsConversion Rate

Bounce Rate

DimensionsNew visitor

Product Pages

Increase New Ecommerce Sales

Increase Non-Branded Engaged New Visits by 5% ; 6 months

MetricsVisits

Bounce Rate

Dimensions

Organic

New Visit

Non-Brand

Increase Page 1 Visibility in Google Organic by 10%; 6 months

Metrics Organic Rank

Dimension Google

Conversion Rate Optimization

Increase Conversion Rate for Potential Customers by 10%; 6

months

MetricsConversion Rate

Bounce Rate

DimensionsNew visitor

Product Pages

Data Framework Sample

Setting up Google Analytics

• Google Analytics Account Creation

• Tag Manager• Setting up Goals• Setting up Events

Google Analytics Account Creation

Default Code<script type="text/javascript">

var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-38684603-1']); _gaq.push(['_trackPageview']);

(function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })();

</script>

Subdomains Enabled<script type="text/javascript">

var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-38684603-1']); _gaq.push(['_setDomainName', 'sample-website.com']); _gaq.push(['_trackPageview']);

</script>

Multiple top Level Domains Enabled

var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-38684603-1']); _gaq.push(['_setDomainName', 'sample-website.com']); _gaq.push(['_setAllowLinker', true]); _gaq.push(['_trackPageview']);

</script>

Multiple top Level Domains Enabled

var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-38684603-1']); _gaq.push(['_trackPageview']);

(function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://' : 'http://') + 'stats.g.doubleclick.net/dc.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })();

</script>

Custom Campaign Tags

What is Campaign Tagging?• Used for Marketing Links pointing to your GA

tracked website• Used to track online advertising campaigns– Email Marketing– Display Advertising– Paid Search– Etc.

• Auto Tagging– Google paid search

It’s a necessary evil.Yes. Tagging.

• bit.ly/url-builder

Make Campaign Tagging Easier

Tagging a Link?Campaign Source (utm_source)

Required. Use utm_source to identify a search engine, newsletter name or other source. Example: utm_source=google

Campaign Medium (utm_medium)

Required. Use utm_medium to identify a medium such as email or cost-per- click. Example: utm_medium=cpc

Campaign Term (utm_term)

Used for paid search. Use utm_term to note the keywords for this ad. Example: utm_term=running+shoes

Campaign Content (utm_content)

Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL. Examples: utm_content=logolink orutm_content=textlink

Campaign Name (utm_campaign)

Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign. Example: utm_campaign=spring_sale

Should you cut your email marketing budget?

Conversion Breakdown

Organic

Social

0.00% 20.00% 40.00% 60.00% 80.00% 100.00%

Revenue Per Channel

Untagged Tagged

Goal Tracking

Event Tracking

• category (required) - The name you supply for the group of objects you want to track.

• action (required) - A string that is uniquely paired with each category, and commonly used to define the type of user interaction for the web object.

• label (optional) - An optional string to provide additional dimensions to the event data.

• value (optional) - An integer that you can use to provide numerical data about the user event.

• non-interaction (optional) - A boolean that when set to true, indicates that the event hit will not be used in bounce-rate calculation.

Event Tracking Example<a href="#" onClick="_gaq.push(['_trackEvent', ‘Forms', ‘Submit', ‘Contact Form']);">Submit</a>

Tag Manager Account and Container Creation

Setting up an Account

Create New Account

Accept Terms

Get Code Snippet

Add Google Analytics Tag

Apply a Firing Rule to the tag

Create a Version

Preview & Debug

Publish

Add more Tags ( MAT Universal Tag)

Tag is Now Live

Adding additional tags

Name Tag and Select Tag Type

Add Code and Select Firing Rule

• Create Version• Preview and Debug• Publish

Next Steps

A Quick Introduction

Rules Setup

Macros

Macros Setup

User Settings

Questions

Emory Google Analytics Overview

Documents