Google Analytics: Beyond the Code. Create a GA profile Configure Site Search Settings Keep searcharg, author, title, SEARCH Exclude startLimit, SORT,

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    24-Dec-2015

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  • Slide 1
  • Google Analytics: Beyond the Code
  • Slide 2
  • Create a GA profile Configure Site Search Settings Keep searcharg, author, title, SEARCH Exclude startLimit, SORT, endLimit, (and maybe searchscope)
  • Slide 3
  • Copy and paste tracking code to botlogo file. Also manually add to pages that dont use botlogo (view source to check). Restart server. Verify code is visible in source and GA has started tracking.
  • Slide 4
  • So you added the GA code youre your OPAC. Now what?
  • Slide 5
  • Top Content is the most commonly viewed report, so lets use it to define the labels.
  • Slide 6
  • I have separate Profiles for different Virginia Tech library websites; this is the one for our OPAC. Limited configuration options results in several profiles.
  • Slide 7
  • You can Export any report and you can add them to your Dashboard. URLs are persistent.
  • Slide 8
  • Segments are a way of viewing a slice of your data, or multiple slices.
  • Slide 9
  • Switch from Explorer view to Navigation Summary to see common paths through the site.
  • Slide 10
  • You can change from the default view of the last months data, and you can compare two date ranges.
  • Slide 11
  • Here were viewing our fall semesters usage. Note the typical wave pattern.
  • Slide 12
  • If you compare date ranges, be sure to pick the same start day of the week (so waves match up) and note other events (like first day of the semester).
  • Slide 13
  • Stats at a glancebut not very useful for a site like an OPAC with so many pages. Better to compare similar pages (static vs. dynamic)
  • Slide 14
  • Top viewed pages (by URL). Outside of standard pages like search screens, not much useful here. Note were also tracking outbound links.
  • Slide 15
  • My Millennium page (patron has logged in); one has kept the scope and one hasnt (unscoped version probably from links outside the OPAC)
  • Slide 16
  • Link back to library home page. Other highly ranked out bound links include university home page, Summon, library hours, and ILL
  • Slide 17
  • Logged in patrons viewing their checked out items. This page shot up the list once we started including the URL in courtesy notices and text messages.
  • Slide 18
  • Lots of stats. These are much more meaningful in some context or when limited to useful subsets of data.
  • Slide 19
  • Pageviews: people who triggered the JavaScript on this page
  • Slide 20
  • Unique Pageviews: people who triggered the javascript on this page for the first time (cookie)
  • Slide 21
  • Avg Time of Page: Measured after leaving this page for another tracked on your site
  • Slide 22
  • Bounce Rate: Use hits a single page on your site and then leaves. I came, I saw, I puked.
  • Slide 23
  • % Exit: This was the last page before they left your site. (High exits are good on pages linking to external resources: ebooks, ejournals, databases.)
  • Slide 24
  • OPAC search screen: Time on page is accurate, surprisingly low bounce and exit rates (people dont come by accident, not much there to fool search engines)
  • Slide 25
  • My Millennium screen: Surprisingly low time on page, expected low bounce and exit rates (because you have to login to get there)
  • Slide 26
  • Outgoing links: We use Link Tagger code: analyticsmarket.com/freetools/link-tagger Particularly tracking links to ebooks and ejournals
  • Slide 27
  • Heres an example of click-throughs to Knovel ebooks. We can export this data to Excel and compare with usage data supplied by vendor.
  • Slide 28
  • I used a filter to see this slice of data. /outgoing/www.knovel
  • Slide 29
  • How often were title searches used? searchtype=t|/search/t\?
  • Slide 30
  • How often were author searches used? searchtype=a|/search~S.\?/a
  • Slide 31
  • How often were subject searches used? searchtype=d|/search/d|/search~S.\?/d
  • Slide 32
  • Other built-in reports: Mobile Devices AirPac does include GA tracking code
  • Slide 33
  • Other built-in reports: Referring Sites
  • Slide 34
  • Other built-in reports: Keywords that direct people to your site
  • Slide 35
  • Other built-in reports: Site Search (search terms entered in the OPAC)
  • Slide 36
  • The real utility is in creating Custom Reports; you set Metrics (which stats are reported) and Dimensions (what data is displayed)
  • Slide 37
  • Landing pages are the first page a user sees on your site. Get this custom report: http://goo.gl/sI1TV
  • Slide 38
  • How are people reaching this version of the My Millennium screen? Click through the listed URL to see referring page.
  • Slide 39
  • Referring pages include Library website pages (as predicted earlier), Summon, and Serials Solutions pages (openURL).
  • Slide 40
  • Which library pages? Click through to see specifics: Homepage, ILL, Circ, etc.
  • Slide 41
  • What search engine keywords drives traffic to our catalog? Click through to see. Get this custom report: http://goo.gl/ic6Y6
  • Slide 42
  • Lots of people searching for link to catalog page (we also see many people searching for library homepage)
  • Slide 43
  • Keywords used to find catalog pages in general. Get this custom search: http://goo.gl/ePpBj
  • Slide 44
  • Advanced Segments lets us look at slices of data. Here Ive created a segment that Ill only use to view numbers of search terms: Catalog searches w/ 2, 3, 4, 5, 6-10, 11+ Words Get this custom segment: http://goo.gl/e8kLd
  • Slide 45
  • I used Test Segment to see these figures (no need to view a report). Otherwise easier to view one by one. No surprises up top: 2, 3, 4, 5, 6-10, 11+ search terms steadily decrease in number View more rows to see: Bump in the 8-15 range (implies people are searching using sentences or article titles, but less now with Summon) Implications for instruction/ prompts/ help pages
  • Slide 46
  • Blank slide for full screen images
  • Slide 47
  • Weve created Filters (that permanently change the data collected) for My Millennium screens (My Library Account) to remove patron number. This protects patron privacy and helps group types of MLA pages.
  • Slide 48
  • We strip out scope number (not needed by us) and patron number.
  • Slide 49
  • Which MLA pages are used?
  • Slide 50
  • How do patrons find catalog page Keywords Referrers How do patrons search in the catalog? Types of searches (keyword, author, title) Scopes, limits Number of search terms How do patrons use My Millennium features? How do patrons use the records they find? Track outbound links to e-resources Track outbound links to library webpages GA can show user behavior
  • Slide 51
  • What to include in help screens, prompt text on search pages, error pages What is our default search (keyword vs title) What do we include in catalog (if very low click throughs to an ebook package, do we rely on links from vendor site (database) or Web Scale Discovery Engine Data driven decisions
  • Slide 52
  • How does our implementation of Summon affect catalog usage? Click throughs from Summon (referrers and record # searches) Decline in number of searches? Does new emphasis on quality searches in instruction classes change number of search terms? Decrease in single word searches and over 10 word searches? What to look at in the future
  • Slide 53
  • Send me the email address you use to access Google Accounts like GA rsebek@vt.edu Consider adding me to your GA Profiles (view only) so we can compare data Want to view our data?
  • Slide 54
  • Thank You!

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