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Google Analytics 101
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Google Analytics 101
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Google Analytics 101
GoalsLearn the basics of web analyticsLearn how to set up an account in Google
AnalyticsLearn the basic reporting capabilities in
Google Analytics
AgendaOverview
Web metrics vs. web analyticsWhat web analytics can do for your business
IntroductionHow Google Analytics worksKey features and capabilitiesSetting up an accountActivating Google Analytics tracking
ReportingNavigating the reports interfaceUsing the dashboardExporting dataAnalyzing reportsSneak peek at new Google Analytics
Web MetricsWeb Metrics are measurable parameters which reflect different activities occurring on your website. Some examples:
The number of pages served. The number of unique IP addresses that have accessed the site. The amount of time a visitor stayed on a particular page. The number of times a particular file was accessed.
Web AnalyticsBruce Clay, an SEO specialist, attributes this definition of Web Analytics to the Web Analytics Association (WAA):
Web Analytics is the objective tracking, collection, measurement, reporting and analysis of quantitative web metrics data to optimize websites and web marketing initiatives.
Web AnalyticsJust after the birth of the Internet, IT technicians started maintaining server logs. The server log files store information about parameters such as:
The IP address of the visitor The browser identifier. The operating system identifier. The referrer (website from which the request originated). People began developing scripts to extract relevant data from the
server log files in order to compile useful information. In this way, web analytics came to life.
Why Analytics?Web Analytics provides insight into the online behavior of your visitors. The visitor data can be used to optimize your website to best meet the requirements of your audience.
Web Analytics can provide business intelligence in the context of: Customer segmentation. Trend identification. Product development. Targeted marketing. Web Analytics can be used to track a wide variety of metrics to
measure the overall success of your website.
FundamentalsParameter Definition
Session A period of interaction between a visitor's browser and a particular web server.
Visits A count of all the sessions during a given period of time.
VisitorA logical construct designed to measure actual people who visited a website. Generally achieved with help of cookies.
CookiesText files which are stored on your hard drive by some websites to capture information about you or your computer. Types of cookies include first party cookies, third party cookies, persistent cookies and temporary cookies. All cookies are browser specific.
Unique VisitorA count of all the unique visitor IDs during a given time period. (Unique Visitor Id = Random visitor ID + Time of initial visit).
PageAny web document delivered by the webserver. (Files such as .jpg or .gif are generally not considered to be pages.)
Page ViewsThe number of pages requested during a visitor's session which are tagged by Google Analytics code.
Unique PageviewsThe number of Visits during which that page was viewed--whether one or more times.
Conversion A conversion is recorded when a visitor reaches a desired page within the website.
Bounce RateThe percentage of single-page visits during which a visitor left your website from the landing page.
Recency The number of days that have passed between each visit.
Loyalty The frequency that visitors return to your site.
Stickiness The amount of time spent on a single web page.
What can analytics do for you?Analytics is an art and a science. Here is a structured approach for incorporating web analytics into your business:
Identify the objective(s) of your website. Why do you have this website?
Define Key Performance Indicators (KPI) to align measurable web metrics with your business objectives.
Generate relevant reports. Understand the What, Why and How. This is called Trinity Analysis. Optimize. Find the opportunities for improvement.
How Google Analytics works
Setting up an account
Setting up trackingIn order to effectively track the visitors behavior it is recommended that you tag every page on the website with the Google Analytics tracking code. urchin.js: This version of the code was inherited from an
acquisition of the orginal company called Urchin. This code is dipricated and Google offically does not support the urchin.js code.
ga.js: This version of code is still supported by Google, however Google is encouraging people to migrate to a newer code which is discussed in the following section. Google will eventually discontinue this code.
Asynch Code (ga.js with gaq)
Example
Example
Example
Go to www.panerabread.com
Google Analytics Reporting
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