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ANALYTICS ESSENTIALS     by Ray Villalobos
WHAT IS ANALYTICS
WHAT IS ANALYTICS  • Study   of online traffic
WHAT IS ANALYTICS  • Study   of online traffic  • Every   site has a different footprint
WHAT IS ANALYTICS  • Study   of online traffic  • Every   site has a different footprint  • All   sites share common patterns
GOOGLE ANALYTICS
GOOGLE ANALYTICS• Most   widely used analytics engine
GOOGLE ANALYTICS• Most   widely used analytics engine• Acquired   by Google from Urchin
GOOGLE ANALYTICS• Most   widely used analytics engine• Acquired    by Google from Urchin• Easy   to install & use
PATTERNS ON WEBSITES
PATTERNS ON WEBSITES• Most     traffic happens workweeks
PATTERNS ON WEBSITES• Most     traffic happens workweeks• Trafficon weekends & holidays about half
PATTERNS ON WEBSITES• Most     traffic happens workweeks• Trafficon weekends & holidays about half• Photos & slideshow gener...
SETTING UP A DATE RANGE
SETTING UP A DATE RANGE• By   default it’s the last 30 days
SETTING UP A DATE RANGE• By   default it’s the last 30 days• Can   specify a range
SETTING UP A DATE RANGE• By   default it’s the last 30 days• Can   specify a range• Can   compare to past
KEY METRICS
KEY METRICS• Visits     (how many times did they come)
KEY METRICS• Visits     (how many times did they come)• Unique Visitors(how many individuals came)
KEY METRICS• Visits     (how many times did they come)• Unique Visitors(how many individuals came)• Pageviews   (how many ...
KEY METRICS• Visits     (how many times did they come)• Unique Visitors(how many individuals came)• Pageviews   (how many ...
KEY METRICS• Visits     (how many times did they come)• Unique Visitors(how many individuals came)• Pageviews   (how many ...
DEMOGRAPHICS
DEMOGRAPHICS• Google  gives you fairly, but not 100% accurate location info
DEMOGRAPHICS• Google  gives you fairly, but not 100% accurate location info• You can also get views by Language
BEHAVIOR
BEHAVIOR• New   vs Returning
BEHAVIOR• New   vs Returning• Frequency
BEHAVIOR• New   vs Returning• Frequency• Engagement
TECHNOLOGY
TECHNOLOGY• Browser   & OS
TECHNOLOGY• Browser   & OS• Network
MOBILE
MOBILE• Overview
MOBILE• Overview• Devices
VISITORS FLOW
VISITORS FLOW• Visual   view of traffic through site
TRAFFIC SOURCES
TRAFFIC SOURCES• Where   did traffic come from
TRAFFIC SOURCES• Where     did traffic come from• Ties   it to search engine results
CONTENT TRACKING
CONTENT TRACKING• Some   of the most important metrics
PHYSICAL CAMPAIGNS
PHYSICAL CAMPAIGNS• Creating   a campaign
PHYSICAL CAMPAIGNS• Creating   a campaign• Google   URL Builder (http://goo.gl/OH4MX)
PHYSICAL CAMPAIGNS• Creating   a campaign• Google   URL Builder (http://goo.gl/OH4MX)• Google   URL Shortener (http://goo....
PHYSICAL CAMPAIGNS• Creating   a campaign• Google   URL Builder (http://goo.gl/OH4MX)• Google   URL Shortener (http://goo....
PHYSICAL CAMPAIGNS• Creating   a campaign• Google   URL Builder (http://goo.gl/OH4MX)• Google   URL Shortener (http://goo....
GOOGLE LIVE ANALYTICS
GOOGLE LIVE ANALYTICS• New   way of looking at traffic
THE END
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Analytics essentials

  1. 1. ANALYTICS ESSENTIALS by Ray Villalobos
  2. 2. WHAT IS ANALYTICS
  3. 3. WHAT IS ANALYTICS • Study of online traffic
  4. 4. WHAT IS ANALYTICS • Study of online traffic • Every site has a different footprint
  5. 5. WHAT IS ANALYTICS • Study of online traffic • Every site has a different footprint • All sites share common patterns
  6. 6. GOOGLE ANALYTICS
  7. 7. GOOGLE ANALYTICS• Most widely used analytics engine
  8. 8. GOOGLE ANALYTICS• Most widely used analytics engine• Acquired by Google from Urchin
  9. 9. GOOGLE ANALYTICS• Most widely used analytics engine• Acquired by Google from Urchin• Easy to install & use
  10. 10. PATTERNS ON WEBSITES
  11. 11. PATTERNS ON WEBSITES• Most traffic happens workweeks
  12. 12. PATTERNS ON WEBSITES• Most traffic happens workweeks• Trafficon weekends & holidays about half
  13. 13. PATTERNS ON WEBSITES• Most traffic happens workweeks• Trafficon weekends & holidays about half• Photos & slideshow generate a lot of traffic.
  14. 14. SETTING UP A DATE RANGE
  15. 15. SETTING UP A DATE RANGE• By default it’s the last 30 days
  16. 16. SETTING UP A DATE RANGE• By default it’s the last 30 days• Can specify a range
  17. 17. SETTING UP A DATE RANGE• By default it’s the last 30 days• Can specify a range• Can compare to past
  18. 18. KEY METRICS
  19. 19. KEY METRICS• Visits (how many times did they come)
  20. 20. KEY METRICS• Visits (how many times did they come)• Unique Visitors(how many individuals came)
  21. 21. KEY METRICS• Visits (how many times did they come)• Unique Visitors(how many individuals came)• Pageviews (how many pages did they see)
  22. 22. KEY METRICS• Visits (how many times did they come)• Unique Visitors(how many individuals came)• Pageviews (how many pages did they see)• Pages/Visits (average pages/visit)
  23. 23. KEY METRICS• Visits (how many times did they come)• Unique Visitors(how many individuals came)• Pageviews (how many pages did they see)• Pages/Visits (average pages/visit)• Average Duration (how long did they stay)
  24. 24. DEMOGRAPHICS
  25. 25. DEMOGRAPHICS• Google gives you fairly, but not 100% accurate location info
  26. 26. DEMOGRAPHICS• Google gives you fairly, but not 100% accurate location info• You can also get views by Language
  27. 27. BEHAVIOR
  28. 28. BEHAVIOR• New vs Returning
  29. 29. BEHAVIOR• New vs Returning• Frequency
  30. 30. BEHAVIOR• New vs Returning• Frequency• Engagement
  31. 31. TECHNOLOGY
  32. 32. TECHNOLOGY• Browser & OS
  33. 33. TECHNOLOGY• Browser & OS• Network
  34. 34. MOBILE
  35. 35. MOBILE• Overview
  36. 36. MOBILE• Overview• Devices
  37. 37. VISITORS FLOW
  38. 38. VISITORS FLOW• Visual view of traffic through site
  39. 39. TRAFFIC SOURCES
  40. 40. TRAFFIC SOURCES• Where did traffic come from
  41. 41. TRAFFIC SOURCES• Where did traffic come from• Ties it to search engine results
  42. 42. CONTENT TRACKING
  43. 43. CONTENT TRACKING• Some of the most important metrics
  44. 44. PHYSICAL CAMPAIGNS
  45. 45. PHYSICAL CAMPAIGNS• Creating a campaign
  46. 46. PHYSICAL CAMPAIGNS• Creating a campaign• Google URL Builder (http://goo.gl/OH4MX)
  47. 47. PHYSICAL CAMPAIGNS• Creating a campaign• Google URL Builder (http://goo.gl/OH4MX)• Google URL Shortener (http://goo.gl/)
  48. 48. PHYSICAL CAMPAIGNS• Creating a campaign• Google URL Builder (http://goo.gl/OH4MX)• Google URL Shortener (http://goo.gl/)• Get a QR Code!
  49. 49. PHYSICAL CAMPAIGNS• Creating a campaign• Google URL Builder (http://goo.gl/OH4MX)• Google URL Shortener (http://goo.gl/)• Get a QR Code!• Track under campaigns
  50. 50. GOOGLE LIVE ANALYTICS
  51. 51. GOOGLE LIVE ANALYTICS• New way of looking at traffic
  52. 52. THE END

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