Measuring your KPI’s

The Fundamentals

What is web analytics?

“Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding

and optimizing web usage.”

- Web Analytics Association

Tools for measuring the success (or not) of your web site

1. Analysing the Traffic to your website

2. Analysing the user bahaviour on your website

What is Google Analytics?

Feature rich visitor reporting tool- 80 default reports

- Visitor & Goal reporting

Hosted service from Google

Huge scalability

Integrated into AdWords- More than just Adwords tracking

Internationalized in 18 languages

Automated reports (e-mail)

API (ie. desktop appl.) open since May 09

Free service

Google Analytics Users(as the main WA Tool):

Public info – via source codes

Drive the Best Traffic To Your Site

Determine which marketing initiatives are driving the best traffic to your site

Banner Advertising

Search Marketing

Email Marketing

Search Engine OptimizationReferrals

Affiliate Programs

How Google Analytics Works

Domain Server

Visitor Data Utm.gif

Data is processed and stored into report data

tables which is then read to produce reports

Browser/HTML Page

cookies

JavaScript executes; creates 1st party cookies and requests a __utm.gif

from Google servers

Dashboard summaries

Geo overlay

E-commerce reporting

Goal reporting

Funnel Analysis

Adwords integration

Keyword positioning

Google Analytics Key Reports

Dashboard summaries

Geo overlay

E-commerce reporting

Funnel Analysis

Adwords integration

Keyword positioning

Google Analytics Key Reports

Dashboard summaries

Geo overlay

E-commerce reporting

Funnel Analysis

Adwords integration

Keyword positioning

Google Analytics Key Reports

Dashboard summaries

Geo overlay

E-commerce reporting

Funnel Analysis

Adwords integration

Keyword positioning

Google Analytics Key Reports

Dashboard summaries

Geo overlay

E-commerce reporting

Funnel Analysis

Adwords Integration

Keyword positioning

Google Analytics Key Reports

Dashboard summaries

Geo overlay

E-commerce reporting

Funnel Analysis

Adwords integration

Keyword Positioning

Google Analytics Key Reports

Profiles on the same domain

Client Account (mysite.com)

G1 G2 G3 G4

Profile Awww.mysite.com

Profile Bwww.mysite.com

Filter 3Filter 1

Filter 2

e.g. filter outinternal staff visits

e.g. filter out allUS visitors

e.g. Show only UK visits

G1 G2 G3 G4

Client Account (mysite.com & anothersite.fr)

Profile Awww.mysite.com

Profile Bwww.anothersite.fr

Filter 1Filter 1e.g. Show onlyUS visitors

e.g. Show only Fr visitors

G1 G2 G3 G4 G1 G2 G3 G4

Profiles on multiple domains

What are the Filter Fields?

Campaign

Campaign Source

Campaign Medium

Campaign Term

Campaign Name

Campaign Code

Campaign Target URL

E-commerce

E-commerce Transaction ID

E-commerce Transaction Country

E-commerce Transaction Region

E-commerce Transaction City

E-commerce Transaction Store or Item Location

E-commerce Item Name

E-commerce Item Code

E-commerce Item Variation

Pageview

Request URI

Hostname

Page Title

Referral

Visitor Specific

Visitor Browser Program

Visitor Browser Version

Visitor Operating System Platform

Visitor Operating System Version

Visitor Language Settings

Visitor Screen Resolution

Visitor Screen Colors

Visitor Java Enabled?

Visitor Flash version

Visitor IP Address

Visitor Geographical Domain

Visitor ISP Organization

Visitor Country

Visitor Region

Visitor City

Visitor Connection Speed

Filter fields: Name of field where data is stored

Why work with dashboards, profiles & filters?

• Analyse data from different angles

• Analyse multiple websites & domains

• Avoid common mistakes

• Profiles/Filters allows you to:

Exclude own/distribution network IPs Exclude irrelevant markets – focus on target market Measure new vs. returning traffic differently Focus on each traffic source separately Focus on specific target group separately

Google Analytics in the Marketplace

Google Analytics

Ease of Use

Single piece of javascript for all pages – can be included in a server side include for use on all pages in site, just basic html knowledge required

Custom javascript, coding and advanced system administration required

Set up Time As little as one dayCan require weeks of consulting services

and training

Total Cost of Ownership

Free, limited installation resourcesProduct cost, professional service

charges, training, maintenance and hardware fees

Personal Identifiable

data

Against Google Analytics Privacy Data – so no integration possible with CRM or other

internal tools

Possible to track personal data – ideal for CRM integration

ScalabilityPowered by Google servers, Google Analytics can handle millions of page views allowing us

to deliver fully comprehensive data

Scaling for very large sites often requires purchasing more servers ($$$$)

Available Ressources

Google Conversion University:http://www.google.com/support/conversionuniversity/?hl=nl

Google Analytics Channel on YT:http://www.youtube.com/googleanalytics?hl

Google Analytics Help:http://www.google.com/support/analytics/?hl=nl

Thank You !