1. Google Analytics

2. What does it tell?
• Which marketing initiatives are most effective?
• What are accurate traffic patterns/trends on my websites?
• Where are visitors coming from and what do they do on my site?
• Which keywords resonate with prospects and lead to
conversions?
• Which online ad or creative is the most effective?
• What site content are people most interested in?

3. Enterprise Class Features
• Integration with Adwords (one to many)
• 3rd party Campaign Tracking (facebook, twitter, etc.)
• Ecommerce Tracking
• Any number of dashboards
• View any or all subsets of your reports (data segment)
• Filter out or filter in a certain traffic
• Visitor segmentation (custom variables)
• Email/Export any report
• Access level restriction (admin and view report)

4. What data can answer?
 How do people find me online?
 Who are they?
 Where do they come from?
 Do they like me?
 Are they a valuable customer?
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5. HOW DO PEOPLE FIND ME
ONLINE?

6. Direct Traffic

7. Search Engine Traffic
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8. Referral Traffic
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9. Ad Traffic
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10. Keyword Traffic

11. WHO ARE THEY?

12. Google Analytics: New vs Returning Visitors

13. WHERE DO THEY COME FROM?

14. Google Analytics: Map Overlay

15. DO THEY LIKE ME?

16. Google Analytics: Top Content

17. Google Analytics: Navigational Analysis

18. Google Analytics: Engagement Stats
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19. ARE THEY VALUABLE?

20. Google Analytics: Ecommerce Reports

21. Possibilities beyond basics
 Profiles
 Filters
 Goals and Funnels
 Segmentation
 Campaigns

22. Profiles
• Set of rules that define the reports available
• View reports on custom data elements
Segment External Traffic
‣ Setup filters to exclude on-campus IP addresses
Control report access
‣ Grant privileges for certain users

23. Filters
• Modify data and customize reports
• Popular uses for filters:
 Removing internal traffic
 Tracking specific marketing campaign
 Clean up data
 Segment search engine traffic

24. Goals and Funnels
• Track conversion rate
• Track conversion process
• Measure site success
• Track strategic initiatives
• Control leaks
• e.g, Contact, buy, download

25. Segmentation

26. 3rd Party Campaigns
 Track success of marketing initiatives by tracking
inbound requests
e.g, Emails, Twitter, Facebook, Ads
 Link “tagging”
• Campaign Source (newsletter)
• Campaign Medium (email)
• Campaign Term (march)
• Campaign Content (academic calendar)
• Campaign Name (parent communication)
http://events.unl.edu/?utm_source=newsletter&utm_medium=email&utm_term=march&utm_content=
academic%2Bcalendar&utm_campaign=parent%2Bcommunication

27. Term Definitions
 Visitors: No. of individuals that came to the website in a particular time period (10 visitors mean 10 individual
people).
 Visits: No. of times all the individuals came to the website either just once or repeatedly (10 visitors can give
15 or 20 visits to the website in case some of them made return visits) in a particular time period.
 Pageviews: No of total pages that were viewed on the website ( using the above example, 10 visitors can view
a total of 50 pages in 15 or 20 visits) in a particular time period.
 Pages/visit: (No. of total pageviews)/(No. of total visits) in a particular time period.
 Bounce Rate: No. of times people came to the website and left after viewing only one page view. These are the
people that landed on the website and closed it right away without clicking any links on the website in a
particular time period.
 Time on site: The total amount of time spent on the website by all visitors in all the visits combined in a
particular time period.
 Avg. time on site: (Total time on site)/(Total no. of visits) in a particular time period.
 % New visits: These are the number of first time visits as a percentage of the total visits to the website in a
particular time period.
 Traffic sources: These are the websites that sent visitors via some text or banner links to your website. For e.g.,
Google search results, facebook links, email newsletters, etc in a particular time period.

28. Term Definitions
 Top content: These are the pages that were viewed by visitors on your website in a particular time period.
 Keywords: These are the terms that people searched on the search engines and visited your website by
clicking your listing on the search results.
 (Not Provided): Google has stopped providing the organic search keywords for logged in users.
http://analytics.blogspot.com/2011/10/making-search-more-secure-accessing.html
 Branded keywords: The keywords that contained terms like kotak, kotak mahindra, etc.
 Non branded keywords: The keywords that contained generic terms like insurance, insurance policy, insurance
renewal, etc but not terms like kotak, kotak mahindra, etc.
 Goals: These are the specific actions that you want your website visitors to perform once they are on your
website. E.g., some policy purchase, enquiry form submission, etc.
 Goal conversions: The number of people that performed the action defined as a goal (payment page is the
goal page in this case) in a particular time period.
 Goal conversion rate: (Total number of goal conversions)/(Total visits) in a particular time period.
 Goal funnel: These are the steps you wish your visitors to take before reaching the website goal page.

29. Term Definitions
By defining the funnel steps,
--- We can define a particular path(website pages) that according to us would be the ideal route that visitors
should take once they are on our website that would lead them to convert to the website’s main goals.
--- This allows us to know the exact number of people that entered the funnel that is they visited the first step of
funnel and the number that actually reached the goal page that is the last step of the funnel.
--- Now through these numbers, we get the exact amount of people that dropped out of the funnel through
various steps and then analyze the possible causes of their dropouts.
--- Through funnel reports, we can get the number of people getting out of the website or moving on to visit
other pages from, Step 1, Step 2, Step 3 and so on up to the 10th step that we have defined.
--- The drop out numbers can be seen in the funnel report above.
--- At every step, the number to the left of the green arrow tells the number that entered the step, the number to
the right of the red arrow tells the number of people that went on to other pages or exited the site from a
particular step and the numbers above the arrow pointing downwards tell the number of people that moved on
to next step.