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This presentation is all about 1) What is Web Analytics? 2) Why Web Analytics? 3) Evolution of Web Analytics? 4) How to get most from Web Analytics(
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Understanding Web AnalyticsUnderstanding Web Analytics
About Me
Google Analytics Individual Qualified (GAIQ)
Experience in Digital Marketing / Web Analytics / SEO / SEM
What is Web Analytics?
Evolution of Web Analytics Tools
Why Web Analytics?
Definitions of Analytics Terms
History of Google Analytics
Glimpse of Google Analytics Features
How to get most from Google Analytics?
Demo ( How to setup account)
Goals / Funnels / Dashboards / Profiles
Resources for GA
Outline
Measurement Collection Analysis
Reporting
What is Web Analytics?
Evolution of Web Analytics
7
Source - http://blog.clicktale.com/2010/11/17/a-brief-history-of-web-analytics/
Why Web Analytics?
If a tree falls in a forest …
And no one is there to hear
it …
Does it make a sound?
A Tree In A Forest
Diamonds in the Rough
Today’s Problems
Worried about ROI?
The Need for Web Analytics
If you have a lot of activities
dedicated to sending traffic to
your site …
But you can’t accurately
measure the results of those
activities just go to waste? …
Web Analytics Terms
VisitA visit (or session) is a period of interaction between
a browser and website. Closing the browser or staying inactive for 30
minutes ends the session.
Visitor (or Absolute Unique Visitor)A visitor is uniquely identified by a Google Analytics visitor cookie
Pageview
A pageview is counted every time a page on your website loads
Pageviews, Visits & Visitors
New vs ReturningNew Visitors have visited for the first timeRepeat Visitors have previously visited the site
Bounce Rate
A bounce occurs when a visitor only views one pageThe bounce rate is the percentage of visitors who left after viewing just one
page.
Time on Site
Goal or ConversionActions you want users to take on the site
Sign Up Download Register Click out Spend time of XXX mins Visit YYY pages/visit
What on the site, makes you money?
22
Funnels The Path users take to your goal. What steps are necessary? What are optional?
23
History of Google Analytics
Urchin acquired by Google in 2005
Mobile App Analytics Universal Analytics
Glimpse of GA Interface
How to get most from Web (Google)
Analytics?
Steps for success
Measure
Analytics Data
Google Analytics has 4 main component.
Data CollectionData ConfigurationData ProcessingReporting
Gain Insights That Matter
Google Analytics not only lets you measure sales and conversions, but also gives you fresh insights into how visitors use your site, how they arrived on your site, and how you can keep them coming back.
Who is coming to my web site?
How can I use Web Analytics to make better decisions?
Do visitor access website via Mobile?
Marketer’s mind
Website Content Analysis
Traffic Sources
Tracking Mobile Apps
Device Reporting Location Reporting App Performance
Tracking Android Apps - https://developers.google.com/analytics/devguides/collection/android/
Tracking ios Apps - https://developers.google.com/analytics/devguides/collection/ios/
Increase your sales
Visitor Behavior Site Search Ecommerce Reporting Multi Channel Funnels Visitor Paths Attribution Modeling Content Experiments
Gain insights for Blog
Social + Engagement Social + Sharing Social + Conversions Event Tracking / Goals Adsense Popular Content / Traffic Sources
Optimize Paid Advertising
Search Marketing Display & RemarketingMobile CampaignMulti-ChannelCampaign AnalysisTime of the DayDay of the Week
Goals / Funnels / Dashboards /
Profiles
Setting up Goals / Funnels
What is a Goal?
In Google Analytics, a goal represents a website objective, such as:
A page viewed by the visitor once they have completed a desired action
A specified amount of time spent by the visitor on the website A specified number of pages viewed by the visitor on the website
Examples of Goals
Possible Goals
Ecommerce Sales Software Download Account Signup Contact Form White Paper Downloads Flash Events (Audio/Video plays)
Funnels – Why Define Them?
A series of pages through which a visitor must pass before reaching the goal
A funnel allows you to:Examine where visitors enter and exit the conversion
processEliminate bottlenecks in your processIdentify which site paths lead to most goal completionsUse your findings to test changes on the site
Track Macro Conversions
Track Micro Conversions
What Conversions Do Your Sites Have?Macro Conversions
Purchase Booking Signup Download Membership Download
Micro Conversions Share Print Social Network Link Comment View Video Email Link
Profiles
https://developers.google.com/analytics/resources/concepts/gaConceptsAccounts
Pro Tips for Profiles
Always have a Raw Data Profile (untouched, unfiltered) If for:
Different Business Divisions (maybe) Different Geographical Sections (maybe)
Different AdWords Accounts
Demo (how to setup account)
GA Account Setup for Blogger
Watch Video for Information - http://www.youtube.com/watch?v=ndY8425RWo8
GA Account Setup for WordPress blog
Watch Video - http://www.youtube.com/watch?v=gG7CNQ2YRFs
Resources for GA
Setup Check list – http://www.google.co.in/analytics/learn/setupchecklist.html
50+ Resources for GA - http://blog.kissmetrics.com/50-resources-for-getting-the-most-out-of-google-analytics/
Resource for Customizing GA code - http://www.gaconfig.com
Digital Analytics Fundamentals Course by Google https://analyticsacademy.withgoogle.com/course
Google Analytics IQ Lessonshttp://www.google.com/intl/en/analytics/iq.html?
Google Help Centerhttp://support.google.com/googleanalytics/
Download Web Analytics an Hour a Day Ebook by Avinash Kaushik - http://bit.ly/1hWXmEd
Blogs to Read –http://www.seotakeaways.com/http://www.kaushik.net/avinash/
Thanks!!!
@dipalit
Connect with Me -
Fb.me/dipali.thakkar
Google.com/+DipaliThakkar/
http://www.linkedin.com/in/dipalit
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