Formic Media Seminar Series:Google Analytics

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Agenda Overview Setting up Google Analytics Advanced Tracking & Interface Features Reporting, Metrics & Analysis Recent Updates

Google Analytics Overview

Google Analytics Overview

What is Google Analytics? Google Analytics (GA) is a free service offered by Google that generates detailed statistics about the visitors to a website.

- Wikipedia

Google Analytics Overview

Who Should Use Google Analytics? Anyone that has to make decisions about your website, online campaigns and other marketing efforts (could be offline)

Google Analytics Overview

Why Use Google Analytics? It’s free Easy to implement & use Analyze online & offline effortsMap to business goals & KPIs Improve efforts by reviewing/analyzing the data Links with AdWords Use data for monthly reporting

Google Analytics Overview

Business Case for Using Google Analytics $50 Million in annual sales Increase conversion rate from 2.0% to 2.1% 5% increase in conversion rate = $2.5 Million increase in sales

Setting Up Google Analytics

Setting Up Google Analytics

Go to www.google.com/analytics Login with your Google Account or create one

Setting Up Google Analytics

If Creating, simply fill out your personal information

Setting Up Google Analytics

If Creating, simply fill out your personal information

Setting Up Google Analytics

Once verified you will have the option to sign up for Google Analytics

Setting Up Google Analytics

Once verified you will have the option to sign up for Google Analytics

Setting Up Google Analytics

The first step in setting up GA, is to create a site profile

Setting Up Google Analytics

GA will generate code to add to your site.

Adding Code to your site

You will need to access your website files via an ftp server or plugin. you will need to add the snippet Google Analytics generated for you directly above the closing head tag(</head>) to all pages of your site

Check your code installation

Look for a green checkmark in your site status, if you have a yellow !, you still have some issues with your installation

Check your code installation

Visit EpikOne Site Scan: http://sitescanga.com/ Run the report, you will get page by page results of any tracking issues

Adding Website Profiles

Visit your Dashboard -> Click the box “Add website Profile”

Users

Visit your Dashboard -> Click the box “User Manager”

Managing Users

You can manage or add users through this interface

Adding Users

When adding a user you can limit the sites they can access as well as their level of access, ie. reports

Advanced Tracking & Interface Features

Advanced Tracking & Interface Features

Setting Up Filters, Goals & Funnels

Custom Alerts

Advanced Segments

E-commerce Tracking

Event Tracking

URL Builder for Tracking Non-AdWords Campaigns

Setting Up Filters, Goals & Funnels

Filters

Setting Up Filters, Goals & Funnels Goals Always try to define at least one goal for a

website What are my Business Objectives? Why do I have a website?

Examples of Website Goals: Thank You Page Software Download Account Sign-Up More than 3 Pages Viewed Less than 5 Minutes on the Site

Setting Up Filters, Goals & Funnels Three Types of Goals URL Destination Time on Site Pages/Visit

Setting Up Filters, Goals & Funnels

Setting Up Filters, Goals & Funnels

Three Types of Goal URL Match Types Head Match:

/dealoftheday/ Exact Match:

/dealoftheday/thankyou.html Regular Expression Match:

/.*/thankyou\.html Will match the following:

/dealoftheday1/thankyou.html/dealoftheday1/thankyou.html?query=sale/dealoftheday1/signup.html/dealoftheday2/thankyou.html

Setting Up Filters, Goals & Funnels

Setting Up Filters, Goals & Funnels

Custom Alerts

Advanced Segments vs. Filtered Profiles

Advanced Segments May be applied to historical data Are available across all accounts and profiles Can be compared side-by-side in reports Are easier to create than a filtered profile

When to use a filtered profile: To permanently alter or restrict the data that

appears in a profile If you need to restrict user access to a subset of

data

Advanced Segments

Advanced Segments

E-commerce Tracking

Step One: Enable e-commerce trackingAnalytics Settings > Edit Profile Settings > Edit Main

Website Profile Information

E-commerce Tracking Step Two: Get Google Analytics Tracking Code

Example code: http://code.google.com/apis/analytics/docs/tracking/gaTrackingEcommerce.html#Example

E-commerce Tracking

Step Three: Add code to receipt page to begin tracking transactions

Event Tracking

Track visitor interaction with on-site elements, such as Flash movies

Define categories,actions, labels and values

View Event Tracking under “Content”

Google URL Builder

Use when tracking non AdWords traffic – AdWords

traffic is auto tagged when you link Analytics &

AdWords

Track newsletter traffic

Track email traffic

Track paid traffic from external sites

Google URL Builder

Required fields: Campaign Source Campaign Medium Campaign Name

Location: http://www.google.com/support/analytics/bin/answer.py?answer=55578

Reporting, Metrics & Analysis

Site Usage

Top Mediums

Top Mediums

Top Mediums

Top Keywords

Top Content

Top Content

Top Content

Top Content

Top Content

Top Visitors

Goals

Ecommerce Reporting

Custom Reporting

Recent Updates

Recent Updates

New Version of Google Analytics released in Beta: Released a month ago Sign-up for the Beta here Faster to find the data you wantMore features (e.g. multiple dashboards) Updated GA Help Section

Recent Updates

Sign-up for the Beta!

Recent Updates

Access to the Beta should take about 2-3 days:Click the “New Version” Link

Recent Updates

New Dashboard:

Recent Updates

My Site Stats Tab:

Recent Updates

In-page Analytics (added last October): Not available in the new Beta version of GA

Recent Updates

Events Goals: You can use Event Tracking in Google Analytics to track visitor actions that don't correspond directly to pageviews. Downloads of a PDF or other file Interaction with dynamic or AJAX sites Interaction with Adobe Flash objects, embedded videos, and other media

Recent Updates

Configuring Event Goals: For more details on set-up, go here.

Recent Updates

New GA Tracking Code feature: client side POST support: Traditionally, client-side tracking code beacons have been sent via HTTP GET requests, limited to 2048 bytes by some browsers and proxies. Requests sent to GA that exceeded this limit were dropped, and the data never recorded. Now, requests longer than 2048 bytes will be sent via HTTP POST, which has no such limit.

Recent Updates

New GA Tracking Code feature: client side POST support: This feature requires no user configuration and has been pushed in the latest version of the JavaScript tracking code.

Contact:

John McPhee, Account Director

503-517-9059 x122| johnm@formicmedia.com

http://www.formicmedia.com/seminars

@formicmedia

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