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Google Analytics 101 Class Description: Geared towards SpinMedia employees who are new to Google Analytics or looking for a refresher in the basics. In this course, we focus on providing you with a broad introduction to the terminologies, reports and insights that Google Analytics can generate. Who are your visitors, how did they get to your site, what did they do while they were there, how can this help you w/ your day to day? Agenda: * What is web analytics? * Important terms * Report groups * Audience: who are my visitors? * Acquisition: how did they get there? * Behavior: what did they do? * Conversions: why do they stay? Have a lot of page views? * Real Life Examples from Spin Media sites Who should attend: Content producers / managers, sales / marketing and anyone who wants to learn more about how we currently look at our data.
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Google Analytics 101
Charlene Dipaola
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@charleneiniguez
• 10+ Years Online Marketing• E-commerce, Lead Generation & Content Creators• Spin Media since May 2013• Currently working on:• Getting more insights from our analytics• Report automation (revenue & performance)
• Contact me!• [email protected]• @charleneiniguez• Hipchat: Charlene Dipaola• Skype: charleneiniguez• Gchat: charleneiniguez• http://www.linkedin.com/in/charleneiniguez
ME IN A NUTSHELL
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@charleneiniguez
TELL ME ABOUT YOU?
Editorial | EIC Branded Entertainment Audience Development Front | Back End Developer Integrated Marketing Designer Sales Video
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@charleneiniguez
1. The analysis of QUALITATIVE & QUANTITATIVE data from your website and the competition
2. To drive continual IMPROVEMENT of the online experience that your customers, and potential customers have,
3. Which translates into your DESIRED OUTCOMES
Avinash Kaushik http://www.kaushik.net/avinash/rethink-web-analytics-introducing-web-analytics-20/
WHAT IS WEB ANALYTICS?
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@charleneiniguez
Spin.com traffic is up in 2013
CONTENT IS KING CONTEXT IS KING
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@charleneiniguez
How did Spin.com grow traffic in 2013?• SEO | Direct Traffic• Audience Development efforts
CONTEXT IS KING
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@charleneiniguez
1. UNIQUE VISITOR | VISITOR• Unique user, does not expire unless you delete your cookies• Depending on the set time range
2. VISITS• Unique session • 30 minutes of inactivity
3. PAGEVIEWS• Unique pages visited• A refresh is a pageview• Coming back to the same page is another pageview
NEED TO KNOW TERMS
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@charleneiniguez
ALMOST DONE – PROMISE!TIME ACTIVITY UV VISITS PAGEVIEW
9:00am User lands on thefrisky.com homepage
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9:05am Clicks on the carousel article about “6 Tips for Managing The 1st Ex Run-in”
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9:10am Leaves thefrisky.com
9:30am Clicks back to Dating Don’t’s article via google
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11:30am Clicks on weekly horoscope email
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Additional Documentation https://support.google.com/analytics/answer/1257084?hl=en
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@charleneiniguez
AUDIENCE: WHO ARE MY VISITORS?
1. Geography – language, location2. Behavior – new users, returning users, length of stay | engagement3. Technology – browser, OS, network, hostname4. Mobile – device type, mobile devices, mobile device branding , service
provider, mobile input selector, mobile OS5. Custom Variables – Spin Media defined segmentation (page type, test pool,
authors, primary tags, published date) 6. Visitor Flow
• What pages do people in the US go to more frequently? • What pages do mobile traffic visit?
7. Demographics - TBD
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@charleneiniguez
ACQUISITON: HOW DID THEY GET THERE?
1. Channels – Default or Spin Media defined grouping2. Source – i.e. google, yahoo, bing3. Medium – i.e. organic4. Campaign – spin media defined UTM tags5. Social Media Efforts – social network traffic, likes, tweets etc.6. Search Engine Optimization (Webmaster Tools Synch)
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@charleneiniguez
BEHAVIOR: WHAT DID THEY DO?
1. Behavior Flow2. Site Content – what pages did they visit, what pages did they land, where do
they exit3. Site Speed – page timings, speed suggestions4. Site Search – TBD5. Custom Events – track clicks (ex. Spin)6. Experiments7. In Page Analytics
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• Used article titles in 2013 to get to the breakdown
• Articles w/ “Worst” in title get longer time on page, higher bounce rate
PageViews Avg Time On page Bounce Rate
2013 64,531,005 0:01:03 71.92%Best 25,374,700 0:00:30 49.45%Worst 572,852 0:01:11 62.43%Best & Worst 884,621 0:00:46 41.72%Neither 37,698,832 0:01:41 73.95%
BEST | WORST | BOTH | NEITHER
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@charleneiniguez
CONVERSIONS: CUSTOM GOALS• Site w/ Test Goals Set: Stereogum• Pages / Visit
1. High: 5 or more2. Low: 3 or more3. Site Avg.(Oct 2013): 2.57
• Time On Site1. High: 4 Min, 30 sec2. Low: 2 Min, 30 sec3. Site Avg. (Oct 2013): 2 Min, 11 sec
• Video Played 25% | 100%
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@charleneiniguez
THE DOG ATE MY HOMEWORK
1. Digital Analytics Fundamental Course – Google https://analyticsacademy.withgoogle.com/course
2. Google Analytics Training & Certification Resources http://www.google.com/analytics/learn/
3. Top Google Analytics Blogs• http://cutroni.com/blog/• http://analytics.blogspot.com/
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@charleneiniguez
PLEASE HELP THE PHILIPPINES
http://worldnews.nbcnews.com/_news/2013/11/09/21386694-how-to-help-organizations-offering-relief-to-typhoon-haiyan-survivors
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@charleneiniguez
QUESTIONS?
