Internet MarketingPart 3 of 12

George A. Rubsam@GARubsam

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Google Analytics (GA) Background• Google Analytics market share ~ 67%.

• Website Audience: Who is interacting• Website Behavior: How they interact• Why not use GA?

- Integration issues with other software- Concern over how Google might use data in the

future.• Google is prohibited from sharing data unless

required by law; doesn’t mean they can’t use it.

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What is Google Analytics (GA)?• Free platform that provides insights into who and

how “users” are engaging with your website.• It operates using a script that connects your

webpages to Google servers that collect and share:

- Details about visitors- Evidence of their actions- Insight into what content is popular/working- Insight into what’s not working and needs improvement- Provide quantitative data to understand your ROI

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What is Google Analytics (GA)?

• Sample Google script that is inserted on each page of a website.

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What does GA do?• GA’s <script> enables Google services to collect data

- The referring site that led you to the website.- When set properly Google can also tell which search engine, keywords,

banner ad, or email a “user” clicked to land on your website.- “Users” geography and language- If a “user” accessed your site using a mobile device, desktop or tablet- Device brand and model- Assigns age and gender and other details to visitors, if it has the data.

• <Script> also sets a cookie- Remember: Cookies identify a computer to server. - Ex: The cookies tells Google you’re a returning visitor vs. a new one.

• Tracks activity and engagement on every page on which the <script> code has been added.

• Produces visual reports and quantitative data to understand website performance.

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Find + Use Tracking Code• Click on Admin• Click on

“Tracking Info”• Select

“Tracking Code”

• Analytics code for a specific URL

• Insert code on every webpage

- Manually- Site template- Tag manager

software

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Set GA Code• Insert GA code on ShadyKitty.com

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Set Time Range• Set the proper date range

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Audience + Behavior

Audience• Overview• Demographics: Age + Gender• Geo: Language + Location• Behavior: New/Returning + Frequency• Technology: ISP + Browser• Mobile: Desktop/mobile/tablet +

BrandsBehavior• Site Content: “User” engagement

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Audience: Overview• Understand

overall number of visitors, details about them and their activity details.

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Audience: Overview Definitions

• Sessions: Total number of times your site was visited (in a set time frame).

- Ends when page is closed.- Google allows for 30 minutes of

inactivity, if you leave the page open.

• Users: Total number of people, browsers and/or devices that visited.

• Pageviews: Of all the “Users” that visited, how many pages did they view.

• Page/Session: Average of pages viewed per session.

• Average Session Duration: Of all the pages viewed, the average a “user” spent in total.

• Bounce Rate: What percent of “users” left your site from the same page they landed.

• % of New Sessions: How many new “users” did you attract vs. returning “users”

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UsersPeopl

eDevice Brows

erUser Counts

Person

Desktop Safari

FirefoxChrome

3

Laptop SafariFirefoxChrome

3

Mobile Phone

Safari

Chrome

2

Tablet SafariChrome

2

10 users

• For example, Google Analytics could potentially count one person as 10+ users.

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Demographics + Geo• Age

- Review Overview data by age segments- Allows your target age with age of actual visitors

• Gender- Review Overview data by Gender- Understand how men and women are interacting with your content similarly

and differently.• Language

- What language in which countries are coming to your site.- If most of your traffic is in a foreign language, then consider an alternate-

language website.• Location

- Which countries, states, cities are your “users” when they visit your website?- You may want to use colloquial wording or create area specific content or

offers.

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Behavior• New Visitor

- What percentage of “users” are new?- E-commerce businesses need lots of new “users” to

create sales opportunities.• Returning Visitors

- What percentage of “users” have been to your site in the last 7 days, month, 3 months, etc.• Length of time is customizable.

- Sites like Vogue, CNN, etc. wants lots of returning visitors relying on them multiple times a day.

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Technology

• Browser Types- Are your “Users” using Chrome, Safari, Firefox, etc.- Each browser displays formatting a little different.- If most of your “users” are on Safari, then you may want to

make changes to your website code to make sure your content looks its best.

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Mobile

• Understand how “users” are interacting with your site.• Responsive Web Design (RWD) adjusts formatting to

ensure a good user experience across devices.• Know which devices are used to make code or content

tweaks that improve user experience.

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Behavior: Site Content• Understand with

which content “users” engage most.

• Plan your content, updates and users experiences based on interaction.

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Summary Video• Google Analytics Video

Addendum

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How Does GA Know Users’ Age + Gender?

• Cross- referencing data: Age + Gender- Example 1

• When Gmail users create an email account, Google asks for gender and age.

• Gmail sets a cookie on your computer to know it’s your device. • Google cross references the data from the Gmail cookie with

Google Analytics to score the age and gender of visitors.- Example 2

• Google also cross-references data with outside sources.• Google and another company set cookies on the same “user”. • The other company has age and gender data on that person.• When Google cross-references its data with its partner’s data,

they share anonymous details such as age and gender of the “user”.

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Don’t Track Yourself 1 of 2

• whatsmyip.org- Get IP for every

office.• Copy and paste

your IP address• Click on Admin• Click on “All

Filters”, which opens…

• Select “New Filter”

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Don’t Track Yourself 2 of 2• Select

- Filter Type: Predefined

- Select Filter Type: Exclude

- Source: traffic from the IP addresses

- Expression: Equal to:

- IP Address: [paste your IP address]

• Make sure you SAVE changes.