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Google Analytics Essentials 2014. September 23, 2014. Gray Lawry. Director, Media & Analytics. San Francisco - 2012. by the numbers. 2014. 100 %. 60. 183. travel. years. travel. experts. In business. Why Miles?. International. Core Differentiators. Integration. Data Driven.
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Google AnalyticsEssentials 2014 September 23, 2014
Gray Lawry Director, Media & Analytics San Francisco - 2012
by the numbers 2014 100% 60 183 travel years travel experts In business
Why Miles? International Core Differentiators Integration Data Driven Content Monetization
on tap for today • Analytics theory & data collection • Platform & landscape changes • Defining a framework • Understanding accounts • Dimensions and metrics • Standard report review • Campaign tracking • Advanced segments • Attribution • Resources
Analytics Theory & Data Collection Google Analytics Essentials 2014
“Web analytics is the measurement, collection, analysis, and reporting of internet data… ….for purposes of understanding and optimizing…” http://en.wikipedia.org/wiki/Web_analytics
Goal is to provide directional guidance in order to improve website/app conversion Strategic companies use web analytics to change the future rather than report on the past Quantify the results of web analysis projects -Adam Greco
turning data into insights Measure Learn Action
the code GA Code
_UTM.gif /__utm.gif?utmwv=5.4.3&utms=10&utmn=574974016&utmhn=www.visitstpeteclearwater.com&utmcs=UTF-8&utmsr=1600x900&utmvp=1402x745&utmsc=32-bit&utmul=en-us&utmje=1&utmfl=11.7%20r700&utmdt=Restaurants%20%26%20Nightlife%20%7C%20St%20Petersburg%20Clearwater%2C%20FL%20Beach%20Vacations&utmhid=266680107&utmr=0&utmp=%2Flibrary%2Frestaurants-nightlife&utmht=1371723732467&utmac=UA-40817200-1&utmcc=__utma%3D241632773.220176171.1370254480.1371496308.1371723712.7%3B%2B__utmz%3D241632773.1370254480.1.1.utmcsr%3D
Platform & Landscape Changes Google Analytics Essentials 2014
technology landscape • The measurement protocol • Server side sessionization • Offline conversion import • Custom dimensions and metrics • Dimension widening • Cost data import
technology landscape Google Tag Manager Account Container 1 Container 2 Rules • Google Analytics • Custom HTML • AdWords Conversions • Adobe Analytics • Remarketing • Floodlight Macros Users
Define a Framework Google Analytics Essentials 2014
objectives Why does your website exist?
goals Goals are strategies to accomplish your business objectives.
key performance indicators A key performance indicator (KPI) is a metric that tells you how you are doing against your objectives.
targets Targets are pre-determined metric values that indicate success or failure.
objectives • Increase awareness for destination • Boost visitor expenditure • Generate leads
goals Visitor Expenditure Generate Leads Awareness Reinforce online and offline advertising • Engage visitors with itineraries • Provide users with relevant deals Capture leads via guide and email requests Goals
KPIs Visitor Expenditure Generate Leads Awareness Reinforce online and offline advertising • Engage visitors with itineraries • Provide users with relevant deals Capture leads via guide and email requests Goals • Downloads of itineraries of >=3d • Deal interactions Branded Traffic # of guide orders and eNews sign ups KPIs
targets Visitor Expenditure Generate Leads Awareness Reinforce online and offline advertising • Engage visitors with itineraries • Provide users with relevant deals Capture leads via guide and email requests Goals • Downloads of itineraries of >=3d • Deal interactions Branded Traffic # of guide orders and eNews sign ups KPIs • 300 downloads of itineraries of >=3d • 900 deal interactions 30k branded visits per month 276 leads Targets
Understanding Accounts Google Analytics Essentials 2014
hierarchy of accounts Account Property View
Dimensions & Metrics Google Analytics Essentials 2014
dimensions and metrics Dimensions Metrics Browser Country Keyword City Campaign Landing Page Screen Size Language Operating System Search Term Product Revenue Visits Time on Site Goal Conversion Rate Conversions Average Price Quantity Time on Page Clicks Impressions Revenue Per Visit Cost Per Click
Using Reports Google Analytics Essentials 2014
5 reports to start with • How many users visit my site per day and from what source? • Where do your users visit from? • Which are the most popular pages of my site? • Which pages do people see first (landing pages) when they visit my site? • How many of my visitors are using a mobile device?