The document provides an agenda and materials for a 3-day web analytics training. Day 1 covers introductions and key concepts. Day 2 focuses on gathering data through segmentation and external tools, and includes exercises to practice these skills. Day 3 is about applying insights through reports and user profiles. Links are provided to presentations, guides and workbooks for each day's session.

1. Welcome to
Melissa Martinez
Web Analytics Coach
Cooperate.NYC
Cohort 3 – Summer 2015
Web Analytics
In Partnership with

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Agenda
Day 1: Intro to Analytics
 Definition & Purpose
 User Interface Navigation
 Key Metrics & Dimensions
Day 2: Gathering Data
 External Tools
 Segmentation
 Prepping for Reporting
Day 3: Application & Reports
 Actionable Insights
 User Profiles
 Reports

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Day 2 Presentation: Shortlinks
PowerPoint Presentation
 bit.ly/COOPc3WebAnalyticsPPT2
Web Analytics Reference Guide
 bit.ly/COOPc3WebAnalyticsGuide
Web Analytics Workbook
 bit.ly/COOPc3WebAnalyticsWorkbook2

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Day 2: Agenda
 Part 1: Review
 Exercise 1: UI Navigation Practice
 Part 2: External Web Analytic Tools
 Part 3: Segmentation
 Exercise 2: Segmentation
 Part 4: Prepping for Reporting
 Exercise 3: Prepping for Reporting
 Wrap-Up: Questions
 External Resources

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Part 1: Review
Questions • Purpose: Why our site exists
• Objective: What we want to do
• Goal: How we are going to do that
Measurement • Key Performance Indicator (KPI): How we measure our objectives
• Targets: Values you have predetermined as indicators of success or failure
• Benchmarks: A standard with which to evaluate performance of a similar nature
• Segment: A collection of select data attributes categorized by dimensions
Methodology • Acquisition: The activity you undertake to attract people to your site
• Behavior: The activity people undertake on your site
• Outcomes: Site activities that add value to your website
Key Terms: Web Analytics

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Part 2: Review
Metrics
 Quantitative (i.e., a Number)
 Located in Columns
 Examples:
 Page Views
 Pages per Visit
 Time After Search
 Bounce Rate
 Unique Purchases
 Conversion Rate
 Product Revenue
Dimension
 Qualitative (i.e., a Word)
 Located in Rows
 Examples:
 Location
 Visitor Type
 Source / Medium
 Campaign Name
 Landing Page
 Search Terms
 Days to Transaction
Key Terms: Google Analytics

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Exercise 1: Google Analytics UI

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Exercise 1: Google Analytics UI
 Refer to Exercise 1 in your
Workbook.
 Go to www.google.com/analytics.
Select New Classrooms from the
drop down menu.
 Using Google Analytics, answer the
10 questions listed on Exercise 1 as
they relate to New Classroom.
 Time: 10 minutes
 Prepare to discuss.

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Exercise 1: Google Analytics UI
Questions:
1. Set the date range for June 1, 2015 – June 23, 2015.
2. What is the percentage of New vs Returning Visitors?
3. What is the Bounce Rate?
4. What is the most common age range?
5. What is the leading Interest for All Sessions?

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Exercise 1: Google Analytics UI
Questions:
6. Where does Mobile fall for leading Device Category and what
is its respective Bounce Rate?
7. What is the first and sixth Source / Medium?
8. Of those Source / Medium that you found, what is each of
their Bounce Rate, Pages / Session, and Avg. Session
Duration?
9. What are the top three Landing Pages?
10. What is the Avg. Pageload Time for the homepage?

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Exercise 1: Google Analytics UI
Answers:
1. Set the date range for June 1, 2015 – June 23, 2015. Done.
2. What is the percentage of New vs Returning Visitors?
 New: 66.9% vs. Returning: 33.1%
3. What is the Bounce Rate? 64.28%
4. What is the most common age range? 25 – 34
5. What is the leading Interest for All Sessions? Techophiles.

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Exercise 1: Google Analytics UI
Answers:
6. Where does Mobile fall for leading Device Category and what
is its respective Bounce Rate?
 Mobile: Second, after Desktop. Bounce Rate: 70.57%
7. What is the first and sixth Source / Medium?
 Google / organic
 Bing / organic

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Exercise 1: Google Analytics UI
Answers:
8. Of those Source / Medium
that you found, what is each
of their Bounce Rate, Pages /
Session, and Avg. Session
Duration?
 Google / Organic
 Bounce Rate: 60.68%
 Pages / Session: 1.90
 Avg. Session Duration: 1:54
 Bing / Organic
 Bounce Rate: 39.29%
 Pages / Session: 2.36
 Avg. Session Duration: 1:22

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Exercise 1: Google Analytics UI
Answers:
9. What are the top three Landing Pages?
 Homepage
 Reimagine
 Team
 Believe
10. What is the Avg. Pageload Time for the homepage?
 2.02 seconds

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Part 2: External Tools
Competitors, Trends & More

16. + External Tools: Competitors, Trends & More
Name Purpose Site
Google Trends* Keyword Trends google.com/trends
SpyFu* Competitor Data spyfu.com
iperceptions* Customer Satisfaction iperceptions.com/en/4q
User Testing* UX + Task Completion Analysis usertesting.com
Optimizely Customer Satisfaction optimizely.com
Compete Competitor Data compete.com
Google AdWords Keywords + Competitor adwords.google.com
* Free or affordable. Recommend.

17. + Part 3: Segmentation

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Segmentation
Segment - A subset of information that shares common
attributes. Segments allow you to isolate and analyze groups of
sessions or users for better analysis.
 Examples:
 Age of Converters vs. Age of Non-Converters
 Location of Converters, Age 55 and up
 Average Bounce Rate during Memorial Day Sitewide Campaign
 Users who purchased in NYC and speak Mandarin

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How to Segment: In-Person Visual

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Exercise 2: Segmentation
 Refer to Exercise 2 in your
Workbook.
 Go to www.google.com/analytics.
Select New Classrooms from the
drop down menu.
 Using Google Analytics, follow the
segmentation steps listed and
answer the questions as they relate
to the client.
 Time: 5minutes
 Prepare to discuss.

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Part 3: Prepping for Reporting

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Prepping for Reporting
 Report styles vary based on
company and client needs.
 However, effective reporting
must always start with:
1. Asking questions
2. Setting goals

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Exercise 3: Prepping for Reporting
 Refer to Exercise 3 in your
Workbook.
 Go to
www.google.com/analytics.
Select your client from the drop
down menu.
 Using Google Analytics, answer
the questions on Exercise 3 as
they relate to your client.
 Time: 15 minutes
 Prepare to discuss.

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Day 2 Wrap-Up: Questions

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External Resources: Web Analytics
Web Analytics: Key Definitions, Metrics, Dimensions & More
 http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-
kpis-dimensions-targets/
 http://www.kaushik.net/avinash/smart-analytics-dashboard-modules-
insightful-dimensions-best-metrics/
Key Performance Indicators (KPIs)
 http://www.kaushik.net/avinash/best-web-metrics-kpis-small-medium-large-
business/
 http://www.kaushik.net/avinash/measure-choose-smarter-kpis-incentives/
How To Create a Digital Marketing Measurement Model
 http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/
 http://www.kaushik.net/avinash/biggest-web-analysts-mistake-how-to-avoid/

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External Resources: Google Analytics
Google Analytics Tracking Implementation
 https://support.google.com/analytics/answer/1008080?hl=en#GA
 https://developers.google.com/analytics/devguides/collection/analyticsjs/
Google Analytics Features
 http://www.google.com/analytics/features
Import Custom Dashboards & Reports & Segmentations
 https://www.google.com/analytics/gallery
 https://www.google.com/analytics/gallery/#posts/search

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External Resources: Google Analytics
Special Custom Features & Tracking
Google AdWords Campaigns
 https://developers.google.com/analytics/devguides/collection/gajs/g
aTrackingCampaigns
Custom Variables
 https://developers.google.com/analytics/devguides/collection/gajs/g
aTrackingCustomVariables
URL Builder
 https://support.google.com/analytics/answer/1033867?hl=en

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External Resources: Google Analytics
Special Custom Features & Tracking
Events
 https://support.google.com/analytics/answer/1033068?hl=en
Goal URLs
 https://support.google.com/analytics/answer/1032415?hl=en
UTM Parameters
 https://support.google.com/analytics/answer/1033863?hl=en
Experiments
 https://developers.google.com/analytics/solutions/experiments

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External Resources: Education
Analytics Academy
 https://analyticsacademy.withgoogle.com/explorer
Analytics IQ Study Guide
https://support.google.com/analytics/topic/6083717?hl=en