Google Analytics - Advanced

1. Google Analytics - Advanced • Tuesday, December 7, 2010

2. Outline • Goals • Campaigns • Segments • Custom Reports • Email Reports • Intelligence • Case Studies/Analyzing

3. Goals

4. “How you define success depends how you measure success”

5. Why set up goals? • Is your website successful? • Fine tune design/content • Focus resources

6. Possible goals • Contact us • RSVP to event • Apply • Donate • Engagement

7. Goals in GA • Metric that meets criteria • Page view • Time on site • Pages per visit

8. Page View • User visits a URL • http://www.webproject.ualberta.ca/ContactUs.aspx

9. Time on site • User spends specified amount of time on site • > 2:00 • Understand how GA calculates time on page/site

10. Pages/Visit • Specific number of pages a user must visit • > 3

11. Possible goals • Contact us URL • RSVP to event URL • Apply URL • Donate URL • Engagement Time on Site, Page/Visit

12. What goals will tell you • Conversion rate • Usability issues • Important traffic sources/keywords • What works: email, links, advertising, content

14. Setting up goals

15. Goal Reports

16. Conversion Rate

17. Campaigns

18. What is a campaign? • Method to track traffic from multiple sources to your site (page)

19. Why use campaigns? • See exactly where your traffic is coming from • Compare results over time • Test different content • Learn how different mediums/content/sources contribute to goals

20. How it works • Parameters attached to a URL http://www.ualberta.ca/?utm_source=homepage&utm_medium=web&utm_content=testing&utm_campaign=GASeminar

21. Parameters • all use utm_paramName in the URL • Source • Medium • Content • Campaign Name

22. Source • Source of traffic from this campaign. Examples: uofa homepage, email newsletter, poster.

23. Medium • Medium used to get to site: email, web, print

24. Content • Specific content of an ad, link, version of site. Content is valuable for segmenting and testing different messages – see which version of a call to action works better.

25. Campaign Name • Name of campaign – if you are creating a campaign that will have many different links back to the website, the Campaign Name can be used to filter all the results.

26. Remember • Campaign parameters are case sensitive

27. Setting up a campaign

28. Ingredients • Plan your campaign • Name (broad).... Content (fine) • Google URL Builder • http://bit.ly/GAUrlBuilder • URL Shortening service • bit.ly, tr.im, tinyurl.com

29. Create a campaign • bit.ly/GAUrlBuilder

30. Campaign Reports

31. Segmenting

32. Why Segment • Gain insight/understand traffic • Understand trends • Learn how pieces of your site compare and contribute

33. Examples

34. Custom Reports

35. Email Reports

36. Intelligence

37. Case Studies

38. Festival of Ideas

39. Examples.. • Campaigns • Goals • Traffic Sources • Custom Reports

41. Goals • Click “Purchase Tickets” button • Overall & by Event

42. Campaign Name • FestivalOfIdeas2010

43. Sources • ualberta.ca • Social Media • Online advertising: Globe, Journal, Vue • Word of Mouth

44. Mediums • Web • Email

45. Content • Per tweet • Per online ad

46. Reports

47. Public Health Sciences

48. Examples... • Goals • Funnels • Landing Pages • Bounce Rate • Segmentation • Optimization

49. Disclaimer...

50. Goals • Preliminary Applications • MSc • PhD