Transcript Google Analytics

GOOGLE ANALYTICS
Numbers don’t lie.
UW SMC – Spring 2012
What is Google Analytics For?
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Free web-based program that records activity on
your website. It can tell you:
 Number
of daily/weekly/monthly visitors
 Most popular pages on your site
 Referral sources (where traffic is coming from)
 Geographic location of your users
 How long visitors stay on your site
 Search keywords people are using to find your site
Pros vs. Cons
PROS
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Free
Simple interface
Easy implementation
Track multiple sites
Integration with
Google Ad Words
CONS
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Google owns the data
Limited reports
No historical data
for new campaigns or
initiatives
The Bottom Line
Imagine you had an article published in the local
paper, and then somehow you found out exactly how
many people read the article, how many people
looked at the headline but didn’t read it, and how
many people started reading it but then lost interest
in a few seconds.
Would this information change the way you wrote
your next article?
Viewing Your Dashboard
Main Menu

Visitors
A
person that comes to your site is a visit. That session
by a user counts as a visit and as a visitor. Any future
visits by the same user count as additional visits.
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Unique Visitors
 Same
as above, but all additional visits by the same
user don’t count as a new visitor.
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Page Views
 Total
number of pages viewed on your site. A visit can
contain multiple page views.
Main Menu

Pages/Visit
 The
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number of pages a visitors sees during a session.
Average Visit Duration (Time on Site)
 How
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long a user stays on your site before leaving.
Bounce Rate
 Users
that only see one page per visit are said to
“bounce” off your site.
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% New Visits
 The
percentage of visits from first-time visits (people
who had never visited your site before).
Other Key Metrics
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Traffic Sources
 Overview
of different sources that send traffic to your
site (search, direct, referral).
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Content
 Page
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views, top pages, site overlay.
Goals/Conversions
 For
non-commerce sites, goals and conversions are the
primary way to measure how a site fulfills business
objectives. These include receipt pages, subscription
confirmations, etc.
Painted By Numbers
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Marketers are rarely
short on numbers.
We’re short of
understanding what to
do about numbers.
Analysts have a habit
of sending out data
instead of insights.
Bosses need insights to
make informed decisions.
Often, Less is More
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“67.3% of visitors…" can be too precise, and it’s
certainly not memorable.
Whereas "two-thirds of visitors…" takes the data
issues away and allows the audience to focus on
what the two-thirds of visitors did or didn't do.
Develop an elevator speech, if it helps.
Make it memorable, make it short.
Questions?
How to Get Started
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You must have a Google account
Create a Google Analytics account at
http://analytics.google.com
Add your website to track
Embed JavaScript tracking code to your site
Start monitoring!
Everything under one roof:
http://www.google.com/analytics/learn/index.html
GOOGLE ANALYTICS
Presented by Derek Belt
@derekbelt
UW SMC – Spring 2012