Advanced Web Metrics with Google Analytics

By: Carley Brown

Web Metrics Master

Brian Clifton

Contents

Part1

Part 2

Part 3

Part 4

1.) Measuring Success

2.) Using Google Analytics Reports

3.) Implementing Google Analytics

4.) Using Visitor Data to Drive Website Improvement

What you don’t know from Part 1 (Ch1-3)

• Kinds of information• Kinds of decisions• ROI of web analytics

Ch 1

• First party• Third Party• 10

Recommendations

Ch 2

• Key Features • Urchin Software

Ch 3

Urchin Google Analytics

Pay FreeMaintenance done by organization

Maintenance done by Google

Can keep data for as long as you wish

Only 25 month free data storage

Data can be audited by 3rd parties

Does not pass data to 3rd parties

Process data as and when you wish

Does not process data retroactively

Runs behind the firewall (suitable for intranets)

Cannot run behind a closed firewall

Stores data locally- able to run hoc queries

Stores data in remote locations- no direct access to stored data for hoc queries

What you don’t know about Part 2Ch 4-5Chapter

4• What you can do– Data views– Chart options– Timeline features– Cross

segmentation– Schedule e-

mailing of reports

Chapter 5

Top 10 Reports

• Visitors: Map Overlay• E-commerce: Overview

Report• Goals: Overview Report• Goals: Funnel

Visualization Report• Traffic Sources:

AdWords Reports• Traffic Sources: Source

and Medium Report• Content: Top Content

Report• Content: Site Overlay

Report• Traffic Sources:

AdWords Positions Report

• Site Search Usage

Example Time

Part 3 & 4

Goals and Funnels

OKR’s

KPI’s

Six most common filters

3 Categories of content

Labeling Visitors6

Poin

t KPI

Pre

p Ch

eckl

ist

Multivariate testing

He wasn’t kidding

about ADVANCED

Exam

ples

of K

PI G

oals

Answers to Common

Implementation questions

AMAT

AdWords, Ad

position, and

monetizing

Robots

Glossary Words (You might not know)

Session- A period of interaction between a visitor's browser and a particular website, ending when the browser is closed or shut down, or when the user has been inactive on that site for a specified period of time.For the purpose of Google Analytics reports, a session is considered to have ended if the user has been inactive on the site for 30 minutes. You can update this setting with an addition to our tracking code.Tracking Code- Google Analytics tracking code is a small snippet of code that is inserted into the body of an HTML page. When the HTML page is loaded, the tracking code contacts the Google Analytics server and logs a pageview for that page, as well as captures information about the visit and non-identifying information about the visitor.Query Token -A special character in a URL that separates the page location information from the query string. The query string may contain numerous field=value pairs, all of which must come after the initial query token.For example, in this URL:http://www.google.com/search?q=analyticsthe query token is the question markMedium (Campaign Tracking) -In the context of campaign tracking, medium indicates the means by which a visitor to a site received the link to that site. Examples of mediums are "organic" and "cost-per-click" in the case of search engine links, and "email" and "print" in the case of newsletters. The UTM variable for medium is utm_medium. Medium is one of the five dimensions of campaign tracking; the other four dimensions are source, campaign, term, and content. Log file -A file created by a web or proxy server which contains all of the access information regarding the activity on that server. Each line in a log file generated by web server software is a hit, or request for a file. Therefore, the number of lines in a log file will be equal to the number of hits in the file, not counting any field definitions line(s) that may be present.