Google Analytics - AdvancedTuesday, December 7, 2010

OutlineGoalsCampaignsSegmentsCustom ReportsEmail ReportsIntelligenceCase Studies/Analyzing

Goals

How you define success depends how you measure success

Why set up goals? Is your website successful?Fine tune design/contentFocus resources

Possible goalsContact usRSVP to eventApplyDonateEngagement

Goals in GAMetric that meets criteriaPage viewTime on sitePages per visit

Page ViewUser visits a URLhttp://www.webproject.ualberta.ca/ContactUs.aspx

Time on siteUser spends specified amount of time on site> 2:00Understand how GA calculates time on page/site

Pages/VisitSpecific number of pages a user must visit> 3

Possible goalsContact us URLRSVP to event URLApply URLDonate URLEngagement Time on Site, Page/Visit

What goals will tell youConversion rateUsability issuesImportant traffic sources/keywordsWhat works: email, links, advertising, content

Setting up goals

Goal Reports

Conversion Rate

Campaigns

What is a campaign?Method to track traffic from multiple sources to your site (page)

Why use campaigns?See exactly where your traffic is coming fromCompare results over timeTest different contentLearn how different mediums/content/sources contribute to goals

How it worksParameters attached to a URLhttp://www.ualberta.ca/? utm_source=homepage &utm_medium=web &utm_content=testing &utm_campaign=GASeminar

Parametersall use utm_paramName in the URLSourceMediumContentCampaign Name

SourceSource of traffic from this campaign. Examples: uofa homepage, email newsletter, poster.

MediumMedium used to get to site: email, web, print

ContentSpecific content of an ad, link, version of site. Content is valuable for segmenting and testing different messages see which version of a call to action works better.

Campaign NameName of campaign if you are creating a campaign that will have many different links back to the website, the Campaign Name can be used to filter all the results.

RememberCampaign parameters are case sensitive

Setting up a campaign

IngredientsPlan your campaignName (broad).... Content (fine)Google URL Builderhttp://bit.ly/GAUrlBuilderURL Shortening servicebit.ly, tr.im, tinyurl.com

Create a campaignbit.ly/GAUrlBuilder

Campaign Reports

Segmenting

Why SegmentGain insight/understand trafficUnderstand trendsLearn how pieces of your site compare and contribute

Examples

Custom Reports

Email Reports

Intelligence

Case Studies

Festival of Ideas

Examples..CampaignsGoalsTraffic SourcesCustom Reports

GoalsClick Purchase Tickets buttonOverall & by Event

Campaign NameFestivalOfIdeas2010

Sourcesualberta.caSocial MediaOnline advertising: Globe, Journal, VueWord of Mouth

MediumsWebEmail

ContentPer tweetPer online ad

Reports

Public Health Sciences

Examples...GoalsFunnelsLanding PagesBounce RateSegmentationOptimization

Disclaimer...

GoalsPreliminary ApplicationsMScPhD

Reports