Transcript Google Analytics 101 - Center for Parent Information and

GOOGLE ANALYTICS 101
Amar Trivedi
AmDee LLC
Need for Google Analytics
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Which website initiatives are effective?
What are the accurate traffic patterns and trends
Where the visitors are coming from?
What do the visitors do on the site?
Why visitors leave the site without doing what I
want them to do?
What site content people are interested in?
Introduction
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Google Analytics (GA) was built using Urchin
Software Corporation
Google acquired Urchin in 2005
GA also uses elements from Measure Map
Since min-August 2006 GA has been available to
all the users (not only to Adwords subscribers)
In 2005 GA used urchin.js file to track users
Since 2007, it uses ga.js
GA Pros and Cons
Pros
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Free
Simple Interface
Easy Implementation
Track multiple sites
Drill-down reporting
Cons
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URL and Title based
No history
Google owns the data
No link between
analytics data and
SEO strategies
How do I sign up for Google Analytics?
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Sign in to your Analytics account at
https://analytics.google.com.
Need Google account to access and use GA
Create account
Add your site to track
Embed JavaScript Code on each page of the site
Different CMS need different ways of embedding
code
GA Dashboard
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Date
Ranges
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Main Menu
3.
Help
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Overview
Graph
Site Usage
Stats
Widgets
Custom
Reporting
GA Dashboard (cont.)
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Date Range
Default last month
 Change the range and click apply
 Compare data from past
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GA Dashboard (cont.)
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Main Menu
 Intelligence
(Beta)
 This
report shows a list of custom and automatic alerts for
daily metrics in the date range selected (not covering now)
 Visitors
 How
many people came to your site and how extensively
did they interact with your content?
 A user that visits your site. The initial session by a user during
any given date range is considered to be an additional visit
and an additional visitor. Any future sessions from the same
user during the selected time period are counted as
additional visits, but not as additional visitors.
GA Dashboard (cont.)
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Main Menu (cont.)
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Traffic Sources
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Content
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This report provides an overview of the different kinds of sources
that send traffic to your site.
This report provides an overview of pageview volume and lists the
pages (Top Content) that were most responsible for driving
pageviews.
Goals
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For non-ecommerce sites, goal conversions are the primary metric
for assessing how well a site fulfills business objectives.
GA Dashboard (cont.)
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Help Resources – Use it ALL the time!
 About
this Report – Quick overview of report
 Conversion University – Test your IQ
 Common Questions - FAQs
GA Dashboard (cont.)
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Overview Graph
 Multiple
ways to look at the data
GA Dashboard (cont.)
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Visit: The number of visits your site receives is the most basic
measure of how effectively you promote your site. Starting and
stopping ads, changing your keyword buys, viral marketing events,
and search rank are some examples of factors that influence the
number of visits your site receives.
Pageview: Pageviews is the total number of pages viewed on your
site and is a general measure of how much your site is used.
Pages/Visit (Average pageviews): A high Average Pageviews
number suggests that visitors interact extensively with your site. A
high Average Pageviews results from one or both of:
Appropriately targeted traffic (i.e. visitors who are interested in
what your site offers
High quality content effectively presented on the site.
GA Dashboard (cont.)
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Time on Site: Time on site is one way of measuring visit quality. If
visitors spend a long time visiting your site, they may be interacting
extensively with it. However, Time on site can be misleading because
visitors often leave browser windows open when they are not
actually viewing or using your site.
Bounce Rate: Bounce rate is the percentage of single-page visits (i.e.
visits in which the person left your site from the entrance page).
Bounce rate is a measure of visit quality and a high bounce rate
generally indicates that site entrance (landing) pages aren't relevant
to your visitors.
New vs. Returning: A high number of new visitors suggests that you
are successful at driving traffic to your site while a high number of
return visitors suggests that the site content is engaging enough to
keep visitors coming back.
GA Dashboard (cont.)
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Site Usage
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Visits (total number of visits to site)
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Pageviews – a visit can contain multiple pageviews, or the number of pages
viewed during the given date range
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Pages per Visit (average number of pages viewed per visit)
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Average Time on Site (average time on site for each visitor)
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% New Visits (percent of total visitors who visited your site for the first time)
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Bounce Rate (percent of single-page visits)
GA Dashboard (cont.)
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Widgets
 Demo
how to use the widgets and add to the
dashboard
Questions?