1. Google Analytics
Joanne Casey
Head of Search and Analytics
Omnicom Media Group
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2. Agenda
1 What is Web Analytics?
2 How Google Analytics works
3 Getting Set Up on Google Analytics
4 Privacy Policy & The Google Analytics Tracking Code
5 Tracking Goals and Event Tracking
6 BREAKOUT SESSION
7 Google Analytics Reports & Actionable Insights
8 Take Aways
9 Support & Further Reading
10
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Questions

3. What is Web Analytics?
“Web Analytics is the measurement, collection, analysis and reporting of Internet
data for the purposes of understanding and optimising web usage”
- Web Analytics Association
“Tools for measuring the success (or not) of your web site”
- Brian Clifton
“Web analytics and services will underpin the transformation of Web intelligence to
support the entire marketing mix”
- Joe Stanhope, Senior Analyst Forrester Research
“The amount of data is obscene. The managers that are going to be successful
are going to be the ones who are prepared to take a knife to the amount of
data..Otherwise, it‟s like a virus.”
- Guy Laurence, CEO of Vodafone UK
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4. Analytics Providers
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5. Why Google Analytics?
Free!
Sufficient to most
Easy to Set up & Use
Its allows integration and
measurement of other marketing
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6. How does Google Analytics track users?
Processed Data
Is accessed via
The GA interface
Request made
to server to Data is captured
display page And processed
Cookies are
read or written
& webpage sends
data to Google
Servers
Page is served
& Javascript
Code Executed
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7. Tracking Issues
Visitors with cookies or Javascript disabled
will not be tracked
Visitors who delete cookies will show up as a
new visitor each time they visit rather than a
returning visitor
A Visitor who visits the site from a different
web browser or computer will be see as a new
visitor
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8. Tracking Issues
Don’t let it get to you
No analytics package is 100% accurate
Data discrepancy is normal
Look for trends in data
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9. Getting Started: Sign up to Google Analytics
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10. Getting Started: Sign up to Google Analytics
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11. Privacy
Note!
“7. PRIVACY . You will not (and will not allow any third party to) use the Service to track or
collect personally identifiable information of Internet users, nor will You (or will You
allow any third party to) associate any data gathered from Your website(s) (or such third
parties' website(s)) with any personally identifying information from any source as part of
Your use (or such third parties' use) of the Service. You will have and abide by an
appropriate privacy policy and will comply with all applicable laws relating to the
collection of information from visitors to Your websites. You must post a privacy policy
and that policy must provide notice of your use of a cookie that collects anonymous traffic
data.”
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12. The Google Analytics Code (GATC)
UA Number: Unique & Identifies Account
Put on every page of your site
Placed between header tags on a page
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13. Tracking Website Goals
What is a Goal?
Someone who fills
out a contact us Someone who signs
form up to a newsletter
Identifying & Measuring Positive
Actions that occur on your site that
contribute
Someone who visits towards the success
of your business Someone who stays
a certain about of
pages on a visit a certain about of
time on a page
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14. Goals in Analytics Available
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15. Goal Settings- URL Goals
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16. Goal Settings- Non- URL Goals
Identify a benchmark to set
based on past data
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17. Importing Goals into Analytics
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18. Event Tracking
Elements such as clicks on links to a Facebook page or
Twitter page are generally not track-able with the regular
code implementation as clicks on a link take the visitor
elsewhere that‟s got no GA code
<a href="http://www.facebook.com/Test" target="_blank" onClick="_gaq.push(['_trackEvent',
'Outbound Link', 'Onclick', 'Facebook']);">
<a href="http://twitter.com/test" target="_blank“ onClick="_gaq.push(['_trackEvent', 'Outbound Link',
'Onclick', ‘Twitter']);">
Apply these codes to
onclick event buttons

19. Event Tracking
Tracking videos
with event
tracking
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20. Event Tracking
How many people
pressed play on
a video?
To what extent
was the volume
button changed?
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21. Breakout Session!
- Investigate the below sites
- Decide on KPIs for each site
- Based on these KPIs, determine if you would set up:
• URL goals
• Engagement goals (Time on Site, Pages per Visit)
• Event tracking
1 2 3 4
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22. Tracking Offline Media
Annotations is an
excellent tool in
Google Analytics that
you should be utilising
in order to track any
offline activity that is
taking place.
These will then appear
as small speech bubbles
in the graphs so if you
did see a spike in
traffic, you can quickly
refer back to why this
change may have
occurred.
The disadvantage of using annotations is that they can not be entered in for future
days and can not be separated out by hour.

23. Extracting Insightful Data from Analytics Packages
Use the
hourly visit
report to track
Tracking media spot activity impact effectiveness of
time of day
Media spots
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24. Extracting Insightful Data from Analytics Packages
Knowing when to run online campaigns
Run online
campaigns &
use time
scheduling when
historically
bounce rates
are low
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25. Extracting Insightful Data from Analytics Packages
Intelligence
Set at least one
Alert for traffic
Falling below
50%
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26. Extracting Insightful Data from Analytics Packages
Which country
Geographic Report are you getting
most traffic
from? What
other markets
should you
consider?
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27. Extracting Insightful Data from Analytics Packages
Browser and Operating Systems
Use the Browser and
Operating system
report to identify
which combination
is being used most
by users

28. Extracting Insightful Data from Analytics Packages
Filter results by bounce
rate & use
Browsershots &
BrowserCam to
test site rendering

29. Extracting Insightful Data from Analytics Packages
What is the uplift
in mobile traffic and from
which devices? Is the
bounce rate high and if
Mobile Devices so would you consider
building an app or
Mobile site?
Use the service
provider and operating
system report to
build Ad Words mobile
campaigns
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30. Extracting Insightful Data from Analytics Packages
What is the uplift
in mobile traffic and from
which devices? Is the
bounce rate high and if
Mobile Devices so would you consider
building an app or
Mobile site?
Use the service
provider and operating
system report to
build Ad Words mobile
campaigns
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31. Extracting Insightful Data from Analytics Packages
Traffic Sources
Where is most traffic
to your site coming
from?
How does this change
after conducting an
offline or online
campaign?
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32. Extracting Insightful Data from Analytics Packages
Direct Traffic
How memorable is
your URL? How does
your direct traffic
change after offline
activity and
how does
this change
over time?
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33. Extracting Insightful Data from Analytics
What is your ROI for any links
you are paying for
Referring Sites placement on?
What sites can you improve
Bounce Rate on before
you remove the link?
Which sites should
you target on the Google
Display Network?
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34. Extracting Insightful Data from Analytics
Search Engines Report
What keywords should you add
to your PPC campaigns?
What keywords do you
currently have visibility
for and how has overall
visits and no of keywords
used to access my site
changed? Should you run Yahoo
or Bing PPC campaigns?
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35. Extracting Insightful Data from Analytics
Which campaigns/ keywords
Analysing PPC campaigns Have worked well?
Which time of the day
should you push your
AdWords budget into?
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36. Extracting Insightful Data from Analytics
What value are you getting
Analysing PPC campaigns from paid search?
How many goals is
it generating? How much
revenue is it generating?
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37. Non-Adwords Campaign Integration
Use the Google URL Tool builder
to track all online marketing
activity
Can set up formula in excel to
generate a number of URLs
Slide  37 http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578

38. Non-Adwords Campaign Integration
Fill out the campaign fields, use
the generated URL so you can
see the traffic split out in reports
GA tracking still works with URL
Shorteners just redirect to
Campaign URL
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39. Non-Adwords Campaign Integration: Social Media
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40. Extracting Insightful Data from Analytics
Content Report What are the most visited
pages on your site and
how which pages have
the highest bounce or
exit rate?
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41. Extracting Insightful Data from Analytics
Navigation Summary
What is the navigation
path that users are taking
through your site?
Is this what you expect?
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42. Extracting Insightful Data from Analytics
A user takes only 8
seconds to decide whether to
leave your site or not.
Which elements or sections
Landing Page Optimisation: are people clicking
In Page Analytics on the most?
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43. Extracting Insightful Data from Analytics
Site Search Report
What are users searching
for on your site?
Are these products that
are popular but not apparent
on arrival? Are they products that
are not related to your business?
If not, where did these users
come from? What is the % exit
after performing a search?
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44. E-Commerce
Ecommerce
Reporting
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45. Extra Elements of Tracking: E-Commerce
1. Add Trans (Transaction Detail)
2. Add Item (Item Detail)
Code is added to the receipt page
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46. Support Centre- Google
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47. Don’t Forget!
1. Ensure the Google Analytics code is on every page
2. Check you meet the privacy terms
3. Identify and set up goals for your website
4. Link your AdWords and Analytics
5. Use Annotations to measure offline activity
6. Identify reports that are important to your business
7. Continuously analyse data
8. Keep asking yourself „So What‟ until you get an
actionable insight
9. Use actionable insights to improve business
performance
10. Never stop testing!
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48. Google Analytics Channel: Avinash Kaushik & Nick
Mihailovski
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49. Recommended Reading
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50. Questions?
Email: joanne.casey@omnicommediagroup.com
LinkedIn: http://ie.linkedin.com/in/joanneellencasey
Twitter: @joannecasey
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