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Google analytics

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Basics and tweaks
Presented to MU Web Dev
April 13, 2010

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Google analytics

  1. 1. Google Analytics <br />Basics & tweaks<br />Mizzou Web Developers group<br />Jason L Rollins<br />April 13, 2010<br />
  2. 2. What is Google Analytics?<br />From google.com/analytics:<br />“Google Analytics is the enterprise-class web analytics solution that gives you rich insights into your website traffic and marketing effectiveness. Powerful, flexible and easy-to-use features now let you see and analyze your traffic data in an entirely new way. With Google Analytics, you're more prepared to write better-targeted ads, strengthen your marketing initiatives and create higher converting websites.”<br />Google Analytics basics and tweaks<br />April 13, 2010<br />
  3. 3. What is Google Analytics?<br />From google.com/analytics:<br />“Google Analytics is the enterprise-class web analytics solution that gives you rich insights into your website traffic and marketing effectiveness. Powerful, flexible and easy-to-use features now let you see and analyze your traffic data in an entirely new way. With Google Analytics, you're more prepared to write better-targeted ads, strengthen your marketing initiatives and create higher converting websites.”<br />Blah, blah, blah…<br />Google Analytics basics and tweaks<br />April 13, 2010<br />
  4. 4. What is Google Analytics?<br />It’s a piece of software that tracks most traffic and user behavior on your web sites for free.<br />It’s a page tagging – not log analysis – approach to analytics.<br />It integrates nicely with other Google applications…AdSense (if you’re using it), Site Search, etc.<br />It tends to have an e-commerce leaning, but it still works great for non-profit entities like us.<br />It’s not perfect.<br />Google Analytics basics and tweaks<br />April 13, 2010<br />
  5. 5. Remember!<br />Data doesn’t answer your problems, you do.<br />Google Analytics basics and tweaks<br />April 13, 2010<br />
  6. 6. Pros & cons<br />Pros<br /><ul><li> Free!
  7. 7. Relatively easy set-up.
  8. 8. Integrates with Google Site Search.
  9. 9. Lots of features that get update from time-to-time.</li></ul>Google Analytics basics and tweaks<br />April 13, 2010<br />
  10. 10. Pros & cons<br />Cons<br /><ul><li> JavaScript-based.
  11. 11. Mobile users aren’t tracked very well.
  12. 12. File downloads aren’t tracked without some manipulation of the tracking code.
  13. 13. Log files are not used.
  14. 14. Google haz ur webz. OH NOEZ!!!</li></ul>Google Analytics basics and tweaks<br />April 13, 2010<br />
  15. 15. Getting set up<br />Get a Google account<br /><ul><li> Even if you have a personal Google account, definitely get an account for the use of your department or entity.
  16. 16. Make it generic, i.e., not specific to analytics.
  17. 17. You can give other Google accounts access later, but a generic admin account is important to have.</li></ul>Google Analytics basics and tweaks<br />April 13, 2010<br />
  18. 18. Getting set up<br />Sign up for and implement analytics<br /><ul><li> Go through the steps and jump through the hoops
  19. 19. Get your tracking code and paste it into your site. If you already have the code make sure you’re not using the old urchin.js code.</li></ul> Don’t use this urchinTracker();<br /><ul><li> After 24 hours you should start seeing results.</li></ul>Google Analytics basics and tweaks<br />April 13, 2010<br />
  20. 20. Site Search & Analytics<br />A marriage made in heaven<br />If you’re using Google Site Search you can connect your site’s analytics with your search to leverage that information as well.<br />Great tool for finding out:<br /><ul><li> What your users are searching for
  21. 21. Where they’re searching for it
  22. 22. Whether or not they found it</li></ul>Google Analytics basics and tweaks<br />April 13, 2010<br />
  23. 23. Filters<br />What are they?<br />Filters – either predefined or custom – refine your site’s data as it comes into your site based off the filter’s settings.<br /><ul><li>Predefined filters
  24. 24. Exclude traffic from the domains
  25. 25. Exclude traffic from the IP addresses
  26. 26. Exclude traffic to the subdirectories
  27. 27. Custom filters
  28. 28. Exclude & include patterns
  29. 29. Search & replace
  30. 30. Advanced
  31. 31. Uppercase / Lowercase</li></ul>Google Analytics basics and tweaks<br />April 13, 2010<br />
  32. 32. Filters<br />Coupling filters with profiles<br />Filters are set on a profile by profile basis. Because of this it is a good idea to have one profile that is complete and unaltered raw data. Then, create profile and filter pairs based off needs. Remember:<br />Once you filter data in a profile it cannot be retrieved!<br />MU Homepage profile/filter pairings<br /><ul><li> Full Profile
  33. 33. Off-campus
  34. 34. Prospective students
  35. 35. Mobile users*
  36. 36. On-campus
  37. 37. Current students</li></ul>Google Analytics basics and tweaks<br />April 13, 2010<br />
  38. 38. Segmentation<br />What is it?<br />Segments are much like filters, except they can be run on the fly over raw data and shared over profiles. Generally they are used for quicker, lower level information.<br />Examples include segmenting out:<br /><ul><li> Location, language
  39. 39. Browser, OS, System info.
  40. 40. Bounce rate, visits, unique pageviews, etc.
  41. 41. Mediums, campaigns, user defined variables</li></ul>Google Analytics basics and tweaks<br />April 13, 2010<br />
  42. 42. User tagging<br />Using setVar<br />User defined variables are ways of keeping track of the “whos” on your web site.<br />Once you’ve tagged links or pages with the setVar code that user is tagged as the variable.<br />You can then use this “user defined variable” within filters, segments or to cross-correlate other datum.<br />As simple as adding this line of code to your GA script:<br />pageTracker._setVar('Marketing/PR');<br />Google Analytics basics and tweaks<br />April 13, 2010<br />
  43. 43. Conversions<br />Goals and funnel visualization<br />Goals are basically “paths” through your site deemed valuable. If the path is completed fully then a goal has been successfully completed and “conversion” has occurred.<br />To implement a goal you need to identify a tangible end result that you can measure from your site.<br /><ul><li> Filling out a form
  44. 44. Purchasing an item (e-commerce)
  45. 45. Commenting on a blog entry
  46. 46. Applying to your school or college</li></ul>Google Analytics basics and tweaks<br />April 13, 2010<br />
  47. 47. URL tagging<br />Campaigns, sources, mediums, etc.<br />You can add certain parameters to your links to infer more information about your users:<br /><ul><li>Source – Usually the referring source of the link; domains.
  48. 48. Medium – banner, emails, text messages, etc.
  49. 49. Term – usually used for search terms.
  50. 50. Content – used to differentiate ads (images vs. text)
  51. 51. Name – campaign’s name, e.g., @Mizzou, “Fall campaign”.</li></ul>http://mizzouwire.missouri.edu/stories/2010/dog-days/index.php?utm_source=Homepage&utm_medium=webpage&utm_campaign=homepageBanner<br />Google Analytics basics and tweaks<br />April 13, 2010<br />
  52. 52. Other customizations<br />Reporting<br />There are two types of reports Google Analytics can provide:<br /><ul><li>Manual reporting – great if you’ve found a quick bit of data you’d like to save or send to people.
  53. 53. Scheduled reports – wonderful for keeping the boss in the loop, or just letting people know what they need to know on a recurring basis.</li></ul>Google Analytics basics and tweaks<br />April 13, 2010<br />
  54. 54. Other customizations<br />Intelligence (Beta)<br />Google describes it as a sort of “Analytics Assistant” that notifies you when something significant occurs.<br />To take full advantage you can couple this with Goals or anything else to send you e-mails when something important occurs.<br />Pay attention to “Significance”.<br />Google Analytics basics and tweaks<br />April 13, 2010<br />
  55. 55. Questions?<br />Google Analytics basics and tweaks<br />April 13, 2010<br />
  56. 56. The end.<br />A Miller-Boyett Production<br />Distributed by Warner Bros. Domestic Television Distribution<br />

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