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Google Analyticsby Vazi OkhandiarGoogle Analytics
by Vazi Okhandiar
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Vazi Okhandiar Microsoft Certified Trainer (MCT)
Project Manager Professional (PMP)
MBA, University of California, Irvine
Masters in Computer Science, IIT, Chicago
BS Electrical Engineering, UCI
20+ years - Software development
15+ years – IT Core Adjunct Professor, Multiple Universities
General Motors, Toyota, EDS, Computer Science Corp
Application Development, Database design, project management, web based application development, business intelligence , Web Analytics
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Online Searches
233,848,493 Websites December 2009
131 billion online
searches Dec 2009
4 billion searches per day
175 million per hour
• 68% Google• 7% Yahoo• 3% Bing• 22% Others
2.9 million per minute
Source: http://news.netcraft.com/archives/category/web-server-survey/ & www.techcrunch.com
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Web Search Market ShareFeb 2010
Source: http://blog.compete.com/2010/03/29/search-still-feeling-the-love-in-february/
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What is Online Marketing?Online marketing, also referred to as internet-marketing, web-marketing, Search Engine Marketing (SEM) or e-Marketing, is the marketing of products or services over the Internet. - Wikipedia
Online Visitor
PPC
Banner
Article
Newsletter
Blog
Social Network
Web Directories
Link
SEO
Web Analytic
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What is Web Analytics? Web analytics is a collection,
analysis and reporting of internet data for the purpose of understanding and optimizing web usage.
• AWStats• eLogic• Google
Analytics• ShinyStat• SiteMeter• StatCounter• W3Counter• W3Perl• Webalizer• Woopra
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Google Analytics
Google Analytics is a free, powerful, flexible, easy-to-setup and easy-to-use web analytic tool for monitoring and analyzing website traffic and marketing effectiveness.
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Some of the Questions to ask Where your website visitors coming from?
How long do they stay on your site?
What are they looking at?
Which Keyword/phrases are they using?
Predicting what’s likely to occur in the future?
Understanding customer behavior
Improve allocation of company resources
Investing intelligently in marketing campaigns
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Google Analytics Tool Setting up Google Analytics
Understanding how Google Analytics works
Introduction to Google Dashboard Key Performance Index (KPI) Monitoring Adsense Setting an Alert Customizing Report
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Part 1 Registering Your Site
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Part 1: Register Your Site with Google Analytics
Step 1:Go to www.google.com/analytics and click on “Access Analytics” once the account is created.
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Step 2: Login using Google Account and Click on “Add a new Profile”
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Step 3: Copy the HTML/JavaScript code (Tracking Code) that is generated by Google Analytics
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Step 4: Paste the tracking code (HTML/JavaScript) provided by the Google Analytics before the </body> tag on all the web pages that needs to be monitored.
<script type="text/javascript"> var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www."); document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E")); </script> <script type="text/javascript"> try{ var pageTracker = _gat._getTracker("UA-xxxxxx-x"); pageTracker._trackPageview(); } catch(err) {}</script>
Tracking Code
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Understanding HTML Page<html>
<head>
….
</head>
----------------------------------------------------------
<body>
<! -- HTML to display content of a page-->
: :
</body>
</html>
Tracking Code
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Part II Understanding
How Google Analytics works
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How does Google Analytics Work?Users searches for a content using search engine or visit your site using inbound link
When user views the page, the Tracking Code on the page sends a message to Google Analytics with Google ID
Google Analytics automatically capture and stores the visitor’s information it in its database.
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How does Google Analytics Work?You log in as a Google Analytic user
You request the report
You can export the result, view it in graphical format or in tabular format.
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Note Google Analytics should be used for trend
analysis rather than exact number
The users should have JavaScript turned on their browser Accept cookies to identify returning customer.
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Part IIIGoogle Analytics
Dashboard
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Status changes from to when Google Analytics starts gathering information on the website.
Go to www.google.com/analytics and log in.
Tracking the visitor – After Activation
Website Profile
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Google Analytics - Dashboard
Report Navigation
Settings
Help
Help
Calendar selection
Export (PDF, XML, CVS)
Traffic Source
Visitors Trend
Site Usage Information
Map Overlay
Content Overview
Visitors Overview
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All Traffic Sources All Traffic Sources
Source Medium Campaign Keyword Ad Content Visitor Type Landing Page
Geographic
Language Continent Sub Continent
Region Country/Territory Region City
Browser
Browser Operating
System Screen Colors Screen
Resolution Flash Version Java Support
Network
Service Provider Hostname Connection
Speed
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Visitors: Overview
Note: 30% of Visitors visit a website for research
Visitors Analysis• New vs. Returning visitor • Average number of
pageviews per visitor • Average Time spent on
the site • Average Bounce Rate
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Visitors: Map OverlayLocal vs. International visitor
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Keywords
Keyword Analysis• Keywords
used to find the site
• Average time spent on the site
• Bounce Rate
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Top Landing Page
What are the Top Landing Page?What is the Bounce Rate on these pages?
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Exit Pages
When are visitor exiting the pages?Why are people exiting from those pages?What can we do to improve the service?
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In Page Analytics (new feature)http://analytics.blogspot.com/2010/10/introducing-in-page-analytics-visual.html
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Google Analytics: Monitoring Adsense Content>Adsense>Overview
• Unique visitors • Visitor Language • AdSense revenue generated • AdSense CTR (Click Through Rate)
• AdSense eCPM (effective cost per thousand impressions)
• AdSense Unit Impressions • AdSense Unit Impressions/Visit • AdSense Page Impressions • AdSense Page Impressions/ Visit
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Setup An Alert
You can setup Daily/Weekly/Monthly to receive report
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Customized Reporting
DashboardsNo more digging through reports. Put all the information you need on a custom Dashboard that you can email to others.
Data ExportExport your data with the Google Analytics Data Export API or email and export your data directly from the Google Analytics interface into Excel, CSV, PDF and tab delimited files.
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Google Analytics: Key Performance Index (KPI)
Visitors Analysis New vs Returning visitor Local vs International visitor Average number of page view per visitor Average Time spent on the site Average Bounce Rate
Traffic Analysis Direct vs Indirect Traffic Referring Site
Keyword Analysis keywords and phases used by visitors Landing page based on the keyword
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Regularly Monitor business Related KPIs
KPIs Jan Feb … Dec
Visits
Absolute Unique Visitors
Page Views
Av Page view
Time on Site
Bounce Rate
Local visitors
International Visitors
….
Sample
Monthly Monitoring Report
Key Performance Index (KPI) to be monitored on monthly basis
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Quick Performance Measurement
KPIs Target GA Result
Performance Weight Weighted Average
Visits 1500 1000 0.66 0.3 0.198
Absolute Unique Visitors 1000 700 0.7 0.2 0.14
Page Views … … … 0.1
Av Page view …
Time on Site
Bounce Rate
Local visitors
International Visitors
…..
Grand Total 1.0
Weighted is a value between 0 an 1
assigned by management based on
importance
Monthly result from Google Analytics
Weighted average = Performance x
Weight
The total Weight should equal to 1.0
Monthly Target set by Management
Performance = GA Result Target
Total Score is the total Weighted Average.
Total Score
Sample
Perform
ance
Measurement
Report
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For more information about internet marketing or any other hands-on workshops/training, visit www.nrclc.com.
NR Computer Learning Center2100 W. Orangewood, Suite 110
Orange, CA 92868714.505.3475
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