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Introduction to Google Analytics and 5 Essential Reports to Get You Started!
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ad:tech SG 2009 - Measuring For Success
Measuring For Success
Jereme Wong
Chief Operating Officer, clickTRUE Pte Ltd
Introduction to Google Analytics and 5 Reports to Get You Started
Monday, June 15, 2009
ad:tech SG - Measuring For Success
About clickTRUE• clickTRUE Pte Ltd, subsidiary of SPH Magazines, is a Pay Per
Performance online marketing company with Search and Social Media Marketing at its core.
• We offer both Technology and Online Marketing services to help build our clients’ brands online.
3
“We are the people who founded Hardware Zone and we
understand the complexity of building and growing an online
brand like no one else.”
http://www.clicktrue.biz
Monday, June 15, 2009
ad:tech SG - Measuring For Success
Key Themes 1.Introduction
•Web Analytics
2.Google Analytics•Overview and Features•How Google Analytics Works
3.Measuring for Success•Site Bounce Rate•Site Content Popularity•Finding your High-Value Landing Pages•Top Referring Sites •Top Key Phrases from Search Engines
4.Get Started!
Monday, June 15, 2009
ad:tech SG - Measuring For Success
Monday, June 15, 2009
ad:tech SG - Measuring For Success
Importance of Web Analytics Where are these people coming from? How are they finding your site? How are they interacting with your site?
Web Analytics is the study of the behaviour of your site’s visitors. Measure your marketing efforts Optimizing your website’s performance Make informed site design and content decisions
Monday, June 15, 2009
ad:tech SG - Measuring For Success
Typical Decisions With Analytics
Observation Action
Blog visitors show different behavioural patterns from potential customers
Segment these visitors to view the difference
Goal conversions are higher for foreign language visitors than for those with US-English
Investigate the potential for conducting business in additional languages
Internal site search is being actively used by 70% of visitors. However, conversion are lower for this segment.
Investigate the quality of site search results.
Forum visitors are driving goal conversions (PDF downloads), but it is paid-search visitors who are driving transactions.
Acquire more forum visitors to drive branding, reach, and goal conversions. Acquire more paid-search visitors to provide further revenue growth.
Monday, June 15, 2009
ad:tech SG - Measuring For Success
Web Analytics Technologies Server log file analysis: involves the reading of log files on a server in
order to collect analytics data Page tagging: involves the placement of code on a page in order to
track analytics data
Monday, June 15, 2009
ad:tech SG - Measuring For Success
Web Analytics SolutionsAnalytic solutions can be provided both as Software as a Service (SaaS) and as a licensed software.
Monday, June 15, 2009
ad:tech SG - Measuring For Success
Web Analytics SolutionsAnalytic solutions can be provided both as Software as a Service (SaaS) and as a licensed software.
Web analytics are just tools. There is still a need for report analysis.
Monday, June 15, 2009
ad:tech SG - Measuring For Success
Google AnalyticsOverview and Features
Monday, June 15, 2009
ad:tech SG - Measuring For Success
Providing Answers to Difficult Questions
Where do I lose visitors to my site?
How can I get morequality traffic?
Which marketing initiativesare the most effective?
Where are my sales coming from?
What do people do while on my site?
What keywords do peopleuse to find my site?
Monday, June 15, 2009
ad:tech SG - Measuring For Success
Google Analytics Google Analytics is a free, web analytics tool hosted by Google. Developed from Urchin Software Corp's analytics system --
Urchin on Demand Google Analytics is implemented by including what is known as a
"page tag“, referred to as the Google Analytics Tracking Code (GATC)
Works only with websites which have a fully qualified domain name
How the GATC looks like
Monday, June 15, 2009
ad:tech SG - Measuring For Success
How Google Analytics Works
Monday, June 15, 2009
ad:tech SG - Measuring For Success
Access to Rich Reports Visitors
Visitor information such as loyalty, language, and location
Traffic Sources Natural and paid sources of traffic;
includes AdWords reports
Content Pages viewed
Goals Conversion rates and goal paths
Ecommerce (if enabled) Commerce tracking, visitor loyalty,
revenue sources, and product-specific information
Monday, June 15, 2009
ad:tech SG - Measuring For Success
Measuring For Success5 Essential Reports to Get You Started
Monday, June 15, 2009
ad:tech SG - Measuring For Success
Bounce Rate Defined as: The percentage of website visitors who see just one page on your site, or
stayed on the site for a small amount of time (usually five seconds or less). Use this metric to measure visit quality. High bounce rate indicates that site entrance pages aren't relevant to your
visitors.
Visitors >Visitor Trending > Bounce Rate
Monday, June 15, 2009
ad:tech SG - Measuring For Success
Bounce Rate Defined as: The percentage of website visitors who see just one page on your site, or
stayed on the site for a small amount of time (usually five seconds or less). Use this metric to measure visit quality. High bounce rate indicates that site entrance pages aren't relevant to your
visitors.
Visitors >Visitor Trending > Bounce RateTip: If you are running paid search campaign, bounce rate at the page level is a quick way to gauge effectiveness of the ad campaign.
Monday, June 15, 2009
ad:tech SG - Measuring For Success
Site Content Popularity Are visitors looking at the content that you'd expect them to look at? Top Content report is a good place to start testing.
Content > Top Content
Page Views: This is the total number of page views for the specified date range.
Unique Page Views: This is the number of page views out of the total coming from new visitors to the site.
Time on Page: This is the average time the user spent looking at the page.
Bounce Rate: This is the percentage of people who see just one page and left.
% Exit: This is the percentage of users who exit the site after viewing the page.
Monday, June 15, 2009
ad:tech SG - Measuring For Success
Site Content Popularity Are visitors looking at the content that you'd expect them to look at? Top Content report is a good place to start testing.
Content > Top Content
Page Views: This is the total number of page views for the specified date range.
Unique Page Views: This is the number of page views out of the total coming from new visitors to the site.
Time on Page: This is the average time the user spent looking at the page.
Bounce Rate: This is the percentage of people who see just one page and left.
% Exit: This is the percentage of users who exit the site after viewing the page.
Tip: 90% of website owners are always spending most of their time in perfecting the home page. In reality around half or less of the site traffic sees the home page. Do you know what this number is for you?
Monday, June 15, 2009
ad:tech SG - Measuring For Success
Content >Top Landing Pages (Comparison Chart)
Finding Your High-Value Landing Pages Landing pages are key pages to optimize because they are your visitors' first
(and often last) impression of your website. Top Landing Pages report shows a list of top landing pages ordered by the
number of entrances on the left.
Monday, June 15, 2009
ad:tech SG - Measuring For Success
Content >Top Landing Pages (Comparison Chart)
Finding Your High-Value Landing Pages Landing pages are key pages to optimize because they are your visitors' first
(and often last) impression of your website. Top Landing Pages report shows a list of top landing pages ordered by the
number of entrances on the left.
Tip: Pages with a high number of Entrances and a high bounce rate (red bar) are good candidates for optimization.
Monday, June 15, 2009
ad:tech SG - Measuring For Success
Top Referring Sites Quick snapshot of your most valuable and effective links. Top Referring Sites report indicate websites that sends visitors to your site.
Traffic Sources > Referring Sites
Monday, June 15, 2009
ad:tech SG - Measuring For Success
Top Referring Sites Quick snapshot of your most valuable and effective links. Top Referring Sites report indicate websites that sends visitors to your site.
Traffic Sources > Referring SitesTip: Do a drill down to Referral Path in order to understand which exact links are giving you quality visitors or conversions.
Monday, June 15, 2009
ad:tech SG - Measuring For Success
Top Key Phrases from Search Engines Understanding what people are actually searching for versus what you think
they are searching for. From Keywords report, you can also infer Content Engagement using Pages/Visit
and Avg. Time on Site.
Traffic Sources > Keywords
Monday, June 15, 2009
ad:tech SG - Measuring For Success
Top Key Phrases from Search Engines Understanding what people are actually searching for versus what you think
they are searching for. From Keywords report, you can also infer Content Engagement using Pages/Visit
and Avg. Time on Site.
Traffic Sources > KeywordsTraffic Sources > Keywords (Goal Conversion/ Comparison)
Monday, June 15, 2009
ad:tech SG - Measuring For Success
Top Key Phrases from Search Engines Understanding what people are actually searching for versus what you think
they are searching for. From Keywords report, you can also infer Content Engagement using Pages/Visit
and Avg. Time on Site.
Traffic Sources > KeywordsTraffic Sources > Keywords (Goal Conversion/ Comparison)
Tip: Use Google’s Search-based Keyword Tool to find keywords not currently in your marketing campaign.
Monday, June 15, 2009
ad:tech SG - Measuring For Success
Get Started! Web Analytics is a MUST. Try Google Analytics, it’s free and easy to setup. Learn how to interpret your data. Set your GOALS. Start testing.
Follow me on Twitter:@jeremewongor @clickTRUE
e: [email protected] | w: www.clicktrue.biz
Measure it, Better it.
Monday, June 15, 2009
ad:tech SG 2009 - Measuring For Success
Thank you.
www.clicktrue.biz
@jeremewong@clicktrue
Monday, June 15, 2009