Gabriel Goldberg (Mede oprichter Google Belgium) wil met Semetis frisheid op de markt brengen via search engine marketing. In feite zijn zoekmachine-advertenties (SEA), de zoekmachine optimalisatie (SEO) en web-analytics met elkaar verbonden. Dat zegt je nu allemaal niet veel, maar na deze sessie gaat een nieuwe wereld voor je open. Wanneer je een website hebt, is het zeer belangrijk om alles te meten. Bereik je je doelgroep wel? Hoe kan je je website verbeteren?

1. Measuring your KPI’s

2. The Fundamentals

3. What is web analytics? “Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing web usage.” - Web Analytics Association Tools for measuring the success (or not) of your web site Analysing the Traffic to your website Analysing the user bahaviour on your website

4. What is Google Analytics? Feature rich visitor reporting tool - 80 default reports - Visitor & Goal reporting Hosted service from Google Huge scalability Integrated into AdWords - More than just Adwords tracking Internationalized in 18 languages Automated reports (e-mail) API (ie. desktop appl.) open since May 09 Free service Google Analytics Users(as the main WA Tool): Public info – via source codes

5. Drive the Best Traffic To Your Site Search Marketing Banner Advertising Email Marketing Determine which marketing initiatives are driving the best traffic to your site Search Engine Optimization Referrals Affiliate Programs

6. How Google Analytics Works Browser/HTML Page Data is processed and stored into report data tables which is then read to produce reports JavaScript executes; creates 1st party cookies and requests a __utm.gif from Google servers Domain Server cookies Visitor Data Utm.gif

7. Dashboard summaries Geo overlay E-commerce reporting Goal reporting Funnel Analysis Adwords integration Keyword positioning Google Analytics Key Reports

8. Dashboard summaries Geo overlay E-commerce reporting Funnel Analysis Adwords integration Keyword positioning Google Analytics Key Reports

9. Dashboard summaries Geo overlay E-commerce reporting Funnel Analysis Adwords integration Keyword positioning Google Analytics Key Reports

10. Dashboard summaries Geo overlay E-commerce reporting Funnel Analysis Adwords integration Keyword positioning Google Analytics Key Reports

11. Dashboard summaries Geo overlay E-commerce reporting Funnel Analysis Adwords Integration Keyword positioning Google Analytics Key Reports

12. Dashboard summaries Geo overlay E-commerce reporting Funnel Analysis Adwords integration Keyword Positioning Google Analytics Key Reports

13. Profiles on the same domain Client Account (mysite.com) Profile B www.mysite.com Profile A www.mysite.com Filter 3 Filter 1 e.g. filter out internal staff visits e.g. Show only UK visits Filter 2 e.g. filter out all US visitors G1 G2 G3 G4 G1 G2 G3 G4

14. Client Account (mysite.com & anothersite.fr) Profile B www.anothersite.fr Profile A www.mysite.com Filter 1 Filter 1 e.g. Show only US visitors e.g. Show only Fr visitors G1 G2 G3 G4 G1 G2 G3 G4 Profiles on multiple domains

15. What are the Filter Fields? Pageview Request URI Hostname Page Title Referral Visitor Specific Visitor Browser Program Visitor Browser Version Visitor Operating System Platform Visitor Operating System Version Visitor Language Settings Visitor Screen Resolution Visitor Screen Colors Visitor Java Enabled? Visitor Flash version Visitor IP Address Visitor Geographical Domain Visitor ISP Organization Visitor Country Visitor Region Visitor City Visitor Connection Speed Filter fields: Name of field where data is stored Campaign Campaign Source Campaign Medium Campaign Term Campaign Name Campaign Code Campaign Target URL E-commerce E-commerce Transaction ID E-commerce Transaction Country E-commerce Transaction Region E-commerce Transaction City E-commerce Transaction Store or Item Location E-commerce Item Name E-commerce Item Code E-commerce Item Variation

17. Analyse multiple websites & domains

18. Avoid common mistakes

19. Profiles/Filters allows you to:

20. Exclude own/distribution network IPs

21. Exclude irrelevant markets – focus on target market

22. Measure new vs. returning traffic differently

23. Focus on each traffic source separately

25. Available Ressources Google Conversion University: http://www.google.com/support/conversionuniversity/?hl=nl Google Analytics Channel on YT: http://www.youtube.com/googleanalytics?hl Google Analytics Help: http://www.google.com/support/analytics/?hl=nl

26. Thank You !