Google analytics
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Google analytics
- 1. OptimizingGoogle Analyticswith Custom Dashboardsfor StatewideClient Websites December9,2015 Danielle Rebar, Website Manager at Northwest Justice Project danieller@nwjustice.org Josh Anderson, Analytics Consultant charlesajosh@gmail.com Sam Halpert, LawHelp Coordinator at ProBono.net shalpert@probono.net
- 2. Goals of TIG Project Create an easy way for statewide website administrators to access specialized website metrics and • generate custom usage reports (legal issue area, language, category, resource type, etc.) • identify how users learn of and get to LawHelp.org websites • learn what content they engage with and how • discover “user stories” • apply findings to improve website
- 4. ABC’s of Analytics • A = Acquisition • Source / Medium: How do people get to the site? • Channels, Referrals, Paid, Search Queries, Social, Campaigns • B = Behavior • Landing Pages / Content: Where do people go and what do they do? • Site Search, Site Speed, Events, Exits, Flows, Entrances, Content, Landing Pages • C = Conversions • Events / Goals: Are people doing the things you hope they will? • Call, Contact Form, Registration, Donate, Newsletter Sign-Up, Demo, Social Connection, Share, Download
- 5. Dashboards Dashboards are a collection of widgets that give you an overview of the stats you care about most. Dashboards let you monitor many metrics at once, so you can quickly check the health of your sites. Dashboards are easy to create, customize and share. Washington LH Dashboards • General Dashboard: • Mobile Device on Desktop • Mobile Device on Mobile Site • Real-time Dashboard: • SEO Dashboard • Site performance dashboard • Technical: • Top Site Sections / Issues
- 6. Custom Reports Washington Law Help Custom Report • How are People getting to https://nwjustice.org/apply- online • Washington State Map: • Institutional Referrals Over Time • Campaigns A Custom Report is a report that you create. You pick the dimensions (City and Browser, for example) and metrics (Sessions, Pageviews, and Bounce Rate, for example) and decide how they should be displayed
- 7. How To Share Custom Reports & Dashboards
- 8. How To Import A Custom Report or Dashboard • Use one from a colleague • Find one doing a Google search • Explore the Google Solutions Gallery
- 9. Events Event Tracking is a method to record user interaction with website elements, such as a button or link. When used, all user activity on such elements is calculated and displayed as Events in the Analytics. Washington Law Help is tracking two Events currently. 1. Downloads • PDF’s & Word Doc’s (Resources) 2. Links • Clicks: External Website Links (Pages & Doc’s) You need to add Event tracking code to your site or app in order to see data in your Events reports. Click Here to learn more
- 10. Goals A Goal represents a completed activity, called a conversion, that contributes to the success of your mission. Examples of Goals include submitting a contact information, making a donations or signup for a newsletter. Washington Law Help Possible Goals. 1. Newsletter Signup 2. Completed Survey 3. Donate Now 4. Feedback Form Submission
- 12. What We See w/ URL Builder
- 13. What We See w/ URL Builder
- 14. Flow Reports • The Behavior Flow report visualizes the path users traveled from one page or Event to the next • The Users Flow report is a graphical representation of the paths users took through your site, from the source, through the various pages, and where along their paths they exited your site. • Use the Events Flow report to visualize the order in which users trigger the Events on your site. • The Goal Flow report shows the path your traffic traveled through a funnel towards a Goal conversion
- 16. Google Page Speed test https://developers.google.com/speed/pagespeed/insights/
- 17. What discoveries did we make about Washington LawHelp? • Common user stories: a lot of traffic around senior issues such as the COPES Program, nursing and in-home care, POAs and Wills. • Identified top referring sites (partners) and which ones produce the most interaction with our site (events) • Identified potential problem pages and applied fixes
- 20. Seniors Topic Area • “Seniors” is WLH’s 3rd (very close to 2nd) most popular topic area. Why? • Specialized original content that is frequently updated and has been available for many years • Go-to resource for info on COPES (state in-home care program) - #1 result in Google search • Government agencies, social services and other programs are disseminating our resources
- 21. Top Referrers & Site Interaction
- 22. Identify Potential Problem Pages • Reviewed pages with high bounce & exit rates • Example: Your Rights as an Employee in WA • High bounce rate of 89% • High exit rate of 86% • Very lengthy, dense html resource • Reworked resource into smaller individual resources all available on one page
- 23. Fixing Problem Pages • After reworking resource into plain language and smaller individual resources: • Bounce rate reduced from 89% to 55% • Exit rate reduced from 86% to 53%
- 24. LH3 Data
- 25. Limitations of (Native) Google Analytics
- 26. What “Top Sections” Mean
- 27. What “Top Sections” Mean
- 28. LH3 Annual Usage Reports
- 29. Limitations of LH3’s Annual Usage Reports • Infrequent • Lack of “On Demand” Access • Static
- 30. LH3 Annual Usage Reports
- 31. • pageviews • clicks • downloads • bounce rates • referrers • demographics • etc • topics & subtopics • channels & categories • tag types & tags • authoring organizations • creation dates? • update dates? +
- 32. Thank you for attending! Questions or comments: • Danielle Rebar, Northwest Justice Project danieller@nwjustice.org • Sam Halpert, ProBono.net shalpert@probono.net
Hinweis der Redaktion
- Below are links to all the Dashboards we created for the Washington Law Help Analytics project (At the bottom of this page I provide details on what each dashboard covers). By clicking on the links below you can download each dashboard to your local machine and apply it to either Washington Law Helps Google Analytics profile or any Google Analytics profile including your local one (Any State Law Help profile). To learn how to share a dashboard click here General Dashboard: https://www.google.com/analytics/web/template?uid=6iQq6JclQwq4nEM6_1igew Mobile Device on Desktop https://www.google.com/analytics/web/template?uid=-4Ogn8OvTv6ZelstKvxHUg Real-time Dashboard: https://www.google.com/analytics/web/template?uid=xMZ9De_3RwOOrZ823bbGkA SEO Dashboard https://www.google.com/analytics/web/template?uid=eUlvy8ltQo-38hnJJ3tu-A Site performance dashboard https://www.google.com/analytics/web/template?uid=8sUyc0RiRD2KUQz81YO3Nw Social Media: (Needs Work) https://www.google.com/analytics/web/template?uid=0q3cPDueTYi5YH8jHAm6Aw Technical: https://www.google.com/analytics/web/template?uid=WvkLzKEnS6eWZ-6mXmV56w Top Site Sections / Issues https://www.google.com/analytics/web/template?uid=2hg1btEtQH-g_WuYzt-x2w General Dashboard: https://www.google.com/analytics/web/template?uid=6iQq6JclQwq4nEM6_1igew Right Side Total Users Users by User Type Users By Day Users By City Top Sections Top Pages: Top Exit Pages: Left Side Users by Medium Possible medium include: “organic” (unpaid search), “cpc” (cost per click, i.e. paid search), “referral” (referral), “email” (the name of a custom medium you have created), “none” (direct traffic has a medium of “none”). Users & Events by Source / Medium Attributes total Events to traffic Source / Medium Keyword Driving Traffic to Site Shows the keywords people typed into Search Engines before clicking on search result linking to site. Excluding “Brand Terms” Total Unique Internal Searches by Search Term Search terms typed into search box on site. Total Events by Medium & Event Category Blue bar shows Downloads Green bar shows links clicked. Mobile Device on Desktop: Shows people on mobile device on the main Desktop site. (Not the mobile version of the site) https://www.google.com/analytics/web/template?uid=-4Ogn8OvTv6ZelstKvxHUg Right Side Users by Device Category Uses & Total Events by Device Category Left Side Mobile Device Brands by Users Users by Mobile Device Info Real-time Dashboard: Show People live on the site. https://www.google.com/analytics/web/template?uid=xMZ9De_3RwOOrZ823bbGkA Right Side Total Active Visitors New & Returning Visitors by Medium Center Top Pages (by URL) Top Pages (by Title) Left Side Pageviews (Last 30 Minutes) Pageviews (Last 60 Seconds) SEO Dashboard https://www.google.com/analytics/web/template?uid=eUlvy8ltQo-38hnJJ3tu-A Right Side Keywords using the word “Washington” Users SEO Unique Users Seattle keywords (local SEO) (Excluding Washington) Center Top keywords (Without Washington) Cities finding website through SEO Keywords using the word "form" Left Side Search Engines Used Most viewed pages from SEO (non-branded) Site performance dashboard https://www.google.com/analytics/web/template?uid=8sUyc0RiRD2KUQz81YO3Nw Right Side Avg. Page Load Time (sec) Avg. Server Response Time (sec) Avg. Domain Lookup Time (sec) Sessions and Avg. Page Load Time (sec) by Browser Left Side Day of the Week Top days of the week for traffic Sessions by Device Category Users and Avg. Page Load Time (sec) by City Technical: https://www.google.com/analytics/web/template?uid=WvkLzKEnS6eWZ-6mXmV56w Right Side Avg. Pages Viewed Per Visit Avg. Time on Site Operating Systems Used Users by Browser Center Users by Screen Resolution Hour of Day w/ Least Traffic Shows best time of day to make major changes to site Left Side Least popular Days of the Week Shows best day of the week to make major changes to site Top Site Sections / Issues https://www.google.com/analytics/web/template?uid=2hg1btEtQH-g_WuYzt-x2w Top Site Sections Top Family Law Sections Top Seniors Law Sections Top Housing Law Sections Top Consumer & Debt Law Sections Top Protection from Abuse Law Sections Top Criminal Law Sections Top Employment / Farm Workers Rights Sections Top Youth Law & Edu Sections Top Health Law Sections
- All of the links below are template links and can be imported into any Google Analytics Profile. (Sam are you creating slides for this section?) How are People getting to https://nwjustice.org/apply-online https://www.google.com/analytics/web/template?uid=h9EcoJa9R_WV-C3N2BTDVQ Washington State Map: https://www.google.com/analytics/web/template?uid=C2WZmcsPT6yTRbp2VrbMBA Institutional Referrals Over Time https://www.google.com/analytics/web/template?uid=vpy4lF00StGNveRmz2vCJw Campaigns https://www.google.com/analytics/web/template?uid=lhPHdhBDQEeFlpVcOgFq5Q
- You can use the Events report or create a custom report.
- Add 2ndary Demension Landing Page to see top pages.
- Start Clip at 6:25
- The way that we discovered that many visitors are looking for information on in home care assistance, or the COPES program as it’s called in Washington, was by looking at the keywords driving traffic to the site. In the top 10, two of the entries contain the keyword COPES.
- We found that 7 out of the top 10 internal search terms are related to Seniors issues. So looking at internal search keywords, keywords driving traffic to the site and the high number of views of related senior resources, we are able to see that it’s a common “user story” that people are looking for information on in-home care and specifically the COPES program and other related senior resources on Washington LawHelp.
- Why is Seniors such a hot topic area?
- Almost all visitors coming from our state court’s website and our program site, nwjustice.org, click a link or download a resource from Washington LawHelp as opposed to less than a third or so of visitors coming from a Google search. As Josh mentioned earlier, we are tracking downloads of pdfs, Word docs and links as “events” in our analytics account. These numbers show us which sites are important partners and we should be communicating with them and keeping them apprised of any changes to the site. For example if your links change or you add or remove content.
- There are a number of factors that contribute to a high bounce rate. For example, users might leave your site from the entrance page if there are site design or usability issues. Alternatively, users might also leave the site after viewing a single page if they've found the information they need on that one page, and had no need or interest in going to other pages. We looked at our pages that had both high bounce and exit rates to see if there were any glaring issues that we could try fixing. We found that one of our more popular resources about Employee rights had fairly high bounce and exits rates and when we took a closer look, we realized the resource was just too long. You could scroll on and on and on before getting to the end. So we broke up the resource into several smaller individual resources.
- Compared two weeks prior and after posting revised version of resource in UA. Pretty much immediately after reorganizing the resource into smaller chunks, our bounce and exits rates reduced down to a more acceptable rate of around 55%.
- Google Analytics innately tracks a lot of information that can be very useful to you as a web administrator, but there are other pieces of information that can be very useful to you that it can’t automatically access. For example, here is the spreadsheet of LawHelp-specific data LH3 administrators can access about each record on their site using the “Download” feature within the Resource or Organization manager on their Administrator Dashboards. In particular, LH3 administrators can see which labels are associated with each record.
- Josh has done a great job of getting at LH3-specific data wherever it is naturally available. For example, he’s built you an excellent report that shows you the most popular topics and subtopics on the site. But this report has some limitations.
- Josh was able to build this dashboard because LawHelp’s URLs are thoughtfully designed. When visitors look at a topic or subtopic page, the url reflects the topic and subtopic the visitor is viewing. It’s views of these pages that drive Josh’s “Top Sections” report.
- But because many LawHelp resources are associated with multiple topics and subtopics, the URLs for individual resources on LawHelp do /not/ contain this labelling information. So Josh’s “Top Sections” report can tell you how many views your navigation pages for different topics and subtopics receive, but not how many records within those sections your visitors actually view.
- Google Analytics’ information is much more powerful when it’s combined with our internal LawHelp data. That’s why we’ve traditionally provided site administrators with annual reports combining key LawHelp dimensions with key Google Analytics metrics.
- The amount of labor involved with delivering these reports has limited their utility, though. As we currently produce them, we only have time to make them once a year. Ideally, this information would be available on an on-demand basis. Moreover, these reports are less useful as a flat spreadsheet than they would be if site administrators could change their views of this data dynamically to compare and contrast various values.
- We’re planning to move from this limited, annual report to something more dynamic using Google Analytics’ “Custom Variables” features.
- As useful LawHelp’s URLs can be, we can create more direct ways to use LawHelp data in Google Analytics by taking advantage of GA’s Custom-and-User Defined Variables to combine the key dimensions of LawHelp data you see in your annual reports with not just pageviews and downloads, but /any/ of the metrics you can access through Google Analytics that Josh has mentioned today. As we begin to push internal LawHelp data into Google Analytics, this is where you can expect to find these reports.
- As part of this grant we are putting together a toolkit to share with the legal services community. Announcement on the listservs will be made when this is available.