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So you have just installed a JavaScript code on every one of your pages to track visitors on your site. Maybe you used Google Analytics or some other service and you’re collecting all this great information. Well what do these terms mean and what metrics should I care about? After a quick explanation of terms this presentation will dig into how to filter Google Analytics for more exact and effective data. From here we will explore reports that are actually valuable to higher education and actionable steps that can be taken from this data. Finally we will talk about best practice techniques and explore analytics beyond your website, monitoring your institutions identity across the Web. For More Details: http://2010.highedweb.org/EventDetail.aspx?guid=cb2358de-c1ef-46f7-abde-8a6010eb48c1
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Hello Is Anyone Out There? Using Web Analytics To Understand Your Audience
Kyle [email protected]
twitter.com/kylejameslinkedin.com/in/jameskm03
kyle-james.comdoteduguru.com
nuCloud.comhubspot.com
No Need To Take Notes
doteduguru.comdoteduguru.com/web-analytics
Why Am I Talking to You?
?
Points to Cover
• Building the Argument• Key Performance Indicators (KPI)• Understanding Key Terminology• All Things Google Analytics• Additional Analytics• 4 Rules of Analytics
If a tree falls in a forest and noone is around to hear it, does it
make a sound?
Are you listeningto what your
visitors tell you?
?How are you making web decisions?
What is Important?
Possible Important Items
Admission Specific• Apply to College• Schedule a Campus Visit• Request Info• Download the Viewbook• Take a Virtual Tour
General Goals
• Sign up for email updates• Watch Videos• Subscribe to RSS• Become Facebook Fan• Join LinkedIn Group• Read Blogs
Key Performance Indicators
Understanding Analytics Terms
Understood Terms
•Visits•Pages/Visit•Absolute Unique Visits•% New Visits•Traffic Source•Landing Page
Misunderstood Terms
•Pageviews•Avg. Time on Site•Bounce Rate•Exit Rate•Traffic Types
Pageviews
not a meaningful statistic
Avg. Time on Site
Bounce Rate / Exit Rate
Bounce Rate Exit Rate
* a Bounce is always an Exit, but an Exit is not always a Bounce
Traffic Types
Benchmarking
BenchmarkingGoogle Analytics
Law & Government -> Education -> Colleges & Universities
Choosing an Analytics Package
Choosing an Analytics Package
Why Google Analytics is Free
• 98% of Google’s Revenue comes from advertising
• The more they know the better ads they can serve up and better user behavior
• Very tight integration with Google AdWords
Installing Google Analytics
Installing Google Analytics
SiteScanhttp://www.sitescanga.com
WASPhttp://webanalyticssolutionprofiler.com/
Data Overload?
• Segment• Filter
Google Analytics
Profile• Up to 100 Profiles
• with www or without
• Setup Default page
• Exclude URL Query
• Setup Site Search
Google Analytics Profile
Standardizing Data
What’s wrong with this picture?
Standardizing Data
Standardizing Data
www.doteduguru.comor
doteduguru.com
Sub-domain Traffic Filter
FilterBecause you don’t
always want everything
Including All Domains Traffic Filter
Exclude IP Traffic Filter
Directory Filter
Country Filter
Full Referral URL Filter
Tracking and Tagging
Destination URL Tagging
When to Tag URLs
1.Email Marketing2.Paid Search (PPC, Banner Ads)3.Offline Event Tracking
Destination URL Builder Spreadsheet
1.Email Marketing2.Paid Search (PPC, Banner Ads)3.Offline Event Tracking
http://bit.ly/URL_Builder
Tracking Links
Tagging Audience Segments
Reports
Site Search Report
Keyword Report
Content by Title Report
Referring Sites Report
404 Error Page Report
Goal Conversions
Wait…There’s more
Offline Campaigns
Blogs
RSS Statistics
ShareThis Tracking
Web Analytics 2.0
Ask Your Audience
Monitor Social Media Growth
Monitor Social Media Growth
Video Analytics
Monitoring Online Identity
RSS and Alerts
Viral Campaigns
Final Thoughts
Web Analytics Rule #1“Always Be Testing”#
1
Web Analytics Rule #2
“Don’t get caught up in the
numbers. Look at the TRENDS”
#2
Web Analytics Rule #3“Setup a reporting schedule
and track key metrics”#3
Web Analytics Rule #4“Set Goals”#
4
Setting Goals• X campus visits scheduled a
month
• X number of viewbooks downloaded a month
• Lower bounce rate on specific landing page X% over next month
• Get donor email campaign to generate X amount over next month
• Increase our video exposure X% for next month
• Promote and increase presence on a social network by X%
Higher Ed Analytics Revolution
http://higheredanalytics.com/analytics/
Additional Reading
• doteduguru.com/web-analytics
• Occam’s Razor - www.kaushik.net/avinash/
• Trending Upwards by Shelby Thayer - www.trendingupward.net/
• Google Analytics Blog analytics.blogspot.com/
Hello Is Anyone Out There? Using Web Analytics To Understand Your Audience
Kyle [email protected]/kylejames
linkedin.com/in/jameskm03
kyle-james.comdoteduguru.com
hubspot.comnuCloud.com
Questions?
