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Trendspotting : Using Google Analytics to Track and React to Website Visitor Patterns

Trendspotting : Using Google Analytics to Track and React to Website Visitor Patterns. Chris Brown Assistant Director IU Communications chrmbrow@iu.edu. Bob Molnar Web Production Manager IU Communications rmolnar@iu.edu @ bobmolnar. Hashtag : # iumetrics.

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Trendspotting : Using Google Analytics to Track and React to Website Visitor Patterns

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  1. Trendspotting: Using Google Analytics to Track and React to Website Visitor Patterns Chris Brown Assistant Director IU Communications chrmbrow@iu.edu Bob Molnar Web Production Manager IU Communications rmolnar@iu.edu @bobmolnar Hashtag: #iumetrics

  2. Web AnalyticsA Definition “measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage” Twitter Hashtag: #iumetrics

  3. Analytics at IU • Weblogs • Page Counters • Analog • Google Analytics • Urchin Twitter Hashtag: #iumetrics

  4. Analytics at IU Weblogs • Raw server logs of all “hits” • Difficult to read and interpret • Difficult to cultivate pageviews Twitter Hashtag: #iumetrics

  5. Analytics at IU Page Counters • First attempt at any organized way to count visitors • In-page analytics • Easily manipulated and reported only how many “visitors” a page had (often incorrectly) Twitter Hashtag: #iumetrics

  6. Analytics at IU Analog • IU’s first enterprise-wide analytics solution • Extracted from server logs, but organized • Limited in scope: Cannot show visits, how website visitors went through the site, how they left the site, how much time they spent on the site, etc. • Available for all webserve accounts:http://www-reports.iu.edu/ Twitter Hashtag: #iumetrics

  7. Analytics at IU Google Analytics • Sophisticated client-side, Javascript-based analytics solution • Free to use, but requires a Google account • Data is processed on Google servers • Aggregate data reporting • No way to re-process data once it is collected • Cannot track users who use browsers without Javascript enabled/non-Javascript browsers Twitter Hashtag: #iumetrics

  8. Analytics at IU Urchin • Also a Google product • Server-side solution • Data is processed on locally owned servers • Aggregate & individual data reporting • Allows for re-processing of old data • In evaluation phase at IU Twitter Hashtag: #iumetrics

  9. Web AnalyticsThe Process Twitter Hashtag: #iumetrics

  10. Web Analytics Measure Twitter Hashtag: #iumetrics

  11. Web AnalyticsHow Google Analytics Works Twitter Hashtag: #iumetrics

  12. Web AnalyticsHow Google Analytics Works Twitter Hashtag: #iumetrics

  13. Web AnalyticsBlind Spots • JavaScript Disabled • Cookies Blocked • Cookies Removed • Private Browsing • Multiple Devices • Multiple Browsers • VPN Connections • iFrame Content Twitter Hashtag: #iumetrics

  14. Web AnalyticsProfile Filters • Limits and modifies traffic data within a profile. • Only contains data starting from the date created. • Can be applied to multiple profiles, but each must be viewed separately. • Never apply to RAW DATA profile. • Limit profile data to certain account users. Twitter Hashtag: #iumetrics

  15. Web AnalyticsProfile Filters • Predefined Filters • Exclude traffic from the domains • Exclude traffic from the IP addresses • Exclude traffic to the subdirectories • Custom Filters • Exclude/Include Pattern • Search & Replace • Uppercase / Lowercase • Advanced Twitter Hashtag: #iumetrics

  16. Web AnalyticsGoals & Funnels • A goal is a website page that serves as conversion for your site – i.e. completion of call to action. • Form confirmation • Downloads • Purchase • A funnel represents the path that you expect visitors to take on their way to converting to the goal. • Conversion rate • Visitor goal abandonment • Bottlenecks Twitter Hashtag: #iumetrics

  17. Web AnalyticsCampaign Links • Use for online and offline campaigns • Direct Mail • E-mail • Banner Ads • Search • URL Builder Tool • Provides UTM parameters for performance tracking • Campaign Source • Campaign Medium • Campaign Term • Campaign Content • Campaign Name Twitter Hashtag: #iumetrics

  18. Web Analytics Analyze Twitter Hashtag: #iumetrics

  19. Web AnalyticsUnderstanding Your Audience How can web analytics help you better understand your audience(s)? Where are your audiences originating from? • Internal vs. External • Geographies • Traffic Sources • Direct • Organic Search • Pay-Per-Click (PPC) • Pay-Per-Impressions (PPI) • Off- and Online Campaigns • Social Media • External Sites Twitter Hashtag: #iumetrics

  20. Web AnalyticsUnderstanding Your Audience How can web analytics help you better understand your audience(s)? How do your audiences access the site? • Browser • Operating System • Network • Mobile • Which devices? Twitter Hashtag: #iumetrics

  21. Web AnalyticsUnderstanding Your Audience How can web analytics help you better understand your audience(s)? How do your audiences behave on the site? • New vs. Returning • Visit Frequency • Visit Recency • Visit Duration • Page Depth Twitter Hashtag: #iumetrics

  22. Web AnalyticsUnderstanding Your Content How can web analytics help you better understand your site’s content? How are your pages performing? • Pageviews • Unique Pageviews • Time on Page • Bounce Rate • Exits Twitter Hashtag: #iumetrics

  23. Web AnalyticsUnderstanding Your Content How can web analytics help you better understand your site’s content? How are your pages performing? • Page Popularity • Content Drilldown • Landing Pages • Exit Pages Twitter Hashtag: #iumetrics

  24. Web AnalyticsUnderstanding Your Content How can web analytics help you better understand your site’s content? What are audiences searching for? • Search Volume • Search Exits • Search Refinements • Time After Search • Search Depth Twitter Hashtag: #iumetrics

  25. Web AnalyticsAdvanced Segments Used to isolate and analyze specific kinds of traffic. Non-destructive and can be applied on historical data. • Allows viewing and comparison of multiple advanced segments side by side in reports. • Not available for absolute unique visitors, goal and funnel reports. Use filters for these areas. Twitter Hashtag: #iumetrics

  26. Web Analytics Under the Hood:Goals & Funnels Twitter Hashtag: #iumetrics

  27. Goals & Funnels What is a Goal (a.k.a. “Goal Conversion” or “Conversions”)? Any specific, measurable action performed by a site user that you determine is more valuable than a standard pageview. You can define the desired path to the Goal and track that path using Funnel Reports. You can have up to 20 goals across 5 goal tabs Twitter Hashtag: #iumetrics

  28. Web AnalyticsExamples of Goals • Downloading a specific PDF • Visiting a specific sub-site (e.g., Current Projects, Alumni Giving, etc.) • Engagement goals (e.g., commenting on a blog post, sharing a site asset via social media, etc.) • Purchasing an item Twitter Hashtag: #iumetrics

  29. Web AnalyticsThe Importance of Goals • Single most important measurement • Helps to define website success: completion of a Goal • Also measures how close visitors who did not complete the Goal came to completion • “Negative Goals” – tracking how people get to error pages, etc. Twitter Hashtag: #iumetrics

  30. Twitter Hashtag: #iumetrics

  31. Twitter Hashtag: #iumetrics

  32. Web AnalyticsFunnel Reports • Funnel - the path a visitor takes to complete a Goal • Funnel Reports • Trace the visitor path to a Goal • Not ideal for every Goal (e.g., Pages/Visit) • Use for Goals that have a clear linear path • Expect to lose visitors at each step in the path (thus, the term “Funnel”) Twitter Hashtag: #iumetrics

  33. Web AnalyticsTypes of Funnels Twitter Hashtag: #iumetrics Adapted from Clifton, B. Advanced web metrics with Google Analytics.

  34. Web AnalyticsCylinder Shape This shape represents 100% Goal completion. It is unrealistic, if not unattainable. Twitter Hashtag: #iumetrics Adapted from Clifton, B. Advanced web metrics with Google Analytics.

  35. Web AnalyticsTraditional Funnel The most common shape. Represents a sharp decrease in visitors with each step in the Funnel. Twitter Hashtag: #iumetrics Adapted from Clifton, B. Advanced web metrics with Google Analytics.

  36. Web AnalyticsThe “Bulge” Shape The “bulge” represents an ill-designed path, where there is a sharp increase in visitors in the middle of the path. Twitter Hashtag: #iumetrics Adapted from Clifton, B. Advanced web metrics with Google Analytics.

  37. Web AnalyticsThe “Birdbath” Funnel A shape depicting a large number of visitors leaving early in the process. Represents poor conversion and significant barriers to progress. The shape of the Funnel can tell us a lot. Twitter Hashtag: #iumetrics Adapted from Clifton, B. Advanced web metrics with Google Analytics.

  38. Web AnalyticsThe “Flowerpot” Funnel This is the ideal shape. Represents a well-optimized path, with a gradual decrease in visitors with each step in the Funnel. Twitter Hashtag: #iumetrics Adapted from Clifton, B. Advanced web metrics with Google Analytics.

  39. Twitter Hashtag: #iumetrics

  40. Web AnalyticsThe Multi-Channel Funnel Report • New feature in the latest version of Google Analytics • Shows the path to a Goal from multiple channels (e.g., social media, banner ads, email blasts) for up to 30 days prior to Goal achievement • For more information: • http://bit.ly/ga-mcf • http://bit.ly/ga-mcf-vid Twitter Hashtag: #iumetrics

  41. Web Analytics Under the Hood:Campaigns Twitter Hashtag: #iumetrics

  42. Web AnalyticsCampaigns What is a campaign? • Campaign Reporting is a way to track a marketing campaign’s results under a single category. • Link Tagging is a process by which you can customize URLs to track website visits that comprise a campaign. Twitter Hashtag: #iumetrics

  43. Web AnalyticsParameters for Link Tagging • utm_campaign (required) – The name of the specific marketing campaign (e.g., “2011_Comm_Mrktg_Conf”) • utm_medium (required) – The marketing medium by which a visitor came to visit the website (e.g., “email”, “postcard”, “billboard”, “banner ad”, “twitter”, “facebook”) Twitter Hashtag: #iumetrics

  44. Web AnalyticsParameters for Link Tagging • utm_source (required) – A specific source for the website visit (e.g., “vp_email_2011_10_19”, “tweet-10192011”) • utm_content (optional) – Used to differentiate ads within a campaign • utm_term (optional) – Used only for paid keywords (e.g., Google AdWords) Twitter Hashtag: #iumetrics

  45. Web AnalyticsGoogle’s URL Builder http://bit.ly/ga-url-builder Twitter Hashtag: #iumetrics

  46. Web AnalyticsDeconstructing the Resulting URL http://admit.indiana.edu/discover?utm_source=research_admit_email&utm_medium=email&utm_campaign=AdmitAcademicOptions Twitter Hashtag: #iumetrics

  47. Web AnalyticsThe Source http://admit.indiana.edu/discover?utm_source=research_admit_email&utm_medium=email&utm_campaign=AdmitAcademicOptions Twitter Hashtag: #iumetrics

  48. Web AnalyticsThe Medium http://admit.indiana.edu/discover?utm_source=research_admit_email&utm_medium=email&utm_campaign=AdmitAcademicOptions Twitter Hashtag: #iumetrics

  49. Web AnalyticsThe Campaign Name http://admit.indiana.edu/discover?utm_source=research_admit_email&utm_medium=email&utm_campaign=AdmitAcademicOptions Twitter Hashtag: #iumetrics

  50. Web AnalyticsShortening the URL • Shorten the URL when sending it to visitors:http://admit.indiana.edu/myoptions/admit • Methods for shortening URLs • Use bit.ly: http://bit.ly (requires free account activation for customizing URLs) • Use go.iu.edu (IU’s URL-shortening service, requires CAS login):http://go.iu.edu/ • Add custom, shortened URL to your website’s .htaccess file (not for the faint of heart!) Twitter Hashtag: #iumetrics

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