Google Analytics for the Enthusiastic Beginner
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The document provides an overview of Google Analytics as a free web analytics tool that helps users measure and optimize website performance through data collection and analysis. It explains how to set up tracking for website visitors, including monitoring traffic sources and user behavior to improve online presence and advertising accountability. Key features discussed include goal tracking, visitor engagement metrics, and the importance of understanding visitor pathways to enhance conversion rates.
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Google Analytics for the Enthusiastic Beginner
- 1. Google Analytics for the Enthusiastic Beginner Bonnie Massa November 27, 2012 A Service Of: Sponsored by:
- 2. Protecting and Preserving the www.cjwconsulting.com Institutional Memories of Nonprofits Since 1993 (866) 598-0430 [email protected] A Service Of: Sponsored by:
- 3. www.mission.do A Service Of: Sponsored by:
- 4. Today’s Speaker Bonnie Massa President Massa & Company, Inc. Assisting with chat questions: Hosting: Jamie Maloney, Nonprofit Webinars Cheri J Weissman, CJW Consulting & Services, Inc. A Service Of: Sponsored by:
- 6. “Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage” Wikipedia 2012
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- 10. Request Webserver First Party to display Cookie the page Snippet of code
- 11. Google Analytics first-party GATC calls the cookies are read trackPageView() Google Analytics method Tracking Code (GATC) executed
- 14. It is a free tool, that It allows you to set-up provides information Goals for your on your website It will point to visitors. visitors the problem pages on your web site It provides the ability to track the activity of It will show you the your off-line activity from Social campaigns on your Media Referrals. website.
- 15. Google Analytics is a FREE web analytics tool that can be added to any website by someone with access to the website page template. According to Brian Clifton, former Google employee and author of Advanced Web Metrics with Google Analytics. It provides accountability and transparency to existing Google advertisers. It provides confidence and proves the value of online advertisers to potential new advertisers.
- 16. Frequency of visits Instant Campaign Pages Tracking Data Visited Collection Traffic Sources
- 18. The red parts show you quickly! Red can mean: 1. Wrong people are coming to your site 2. The page itself is poorly constructed (missing calls to action) or otherwise broken.
- 23. 40-50% Search Traffic 20% Direct Traffic 20 – 30% Referral Traffic 10% Campaigns
- 24. VisitorLoyalty – Have you created a site with your visitor’s needs in mind? VisitorFrequency – Do you have one night stands or frequent return visits?
- 30. 1. URL Destination Goal 2. Time on Site 3. Number of Pages Viewed 4. Events Tracked
- 31. URL • a page that visitors see once they have Destination completed an activity
- 32. Abilityto define a funnel, which is the set of steps, or pages, that you expect visitors to visit on their way to complete the conversion. Defining a funnel is valuable because it allows you to see where visitors enter and exit the conversion process.
- 34. URL • a page that visitors see once they Destination have completed an activity. Time on • a time threshold that you define. Site
- 35. Googletracks time on site/page as soon as a visitor views a website page.
- 36. Number of • Allows you to define a pages pages viewed threshold viewed
- 37. Events • You won’t generate an extra pageview each time an interaction occurs and it Tracked allows analysis of event based interactions in much greater detail.
- 38. printing pages • using site tools (such as emailing to friends calculators, quizzes, etc.) liking your site on • downloading PDFs Facebook • commenting • rating tweeting your site on • interacting with a slide show Twitter • Keep in mind that many of sharing your site on these examples require LinkedIn additional tracking code setup. bookmarking on Delicious • You can use one or more event & Digg category, event action and/or listening to audio event label as a condition to watching videos trigger your goal.
- 39. 1. URL Destination Goal 2. Time on Site 3. Number of Pages Viewed 4. Events Tracked
- 40. By tagging links in email campaigns that go to your website… you can easily analyze the pages each visitor viewed after linking from your email you can create website redirects to track visitors who saw your television ad or your brochure or your billboard http://www.yoursite.com/?utm_source=constantco ntact&utm_medium=email&utm_campaign=Oct20 12enewsletter Anywhere that you place your web address is an opportunity to track visitors back to your website.
- 45. 1. Goal 1. Reinforce offline/online Advertising 2. Key Performance Identifier 2. Branded Traffic 3. KPI Target 3. 700 visits/month 4. Segments 4. Traffic Sources
- 46. It is a free tool, that Ability to set-up goals provides information for your visitors and on your web site It points to track their progress visitors the problem pages on your web site Ability to track the activity of your off- Ability to see the line campaigns on activity from Social your website Media
- 47. Contact web developer Start collecting data Brian Clifton, Advance Web Analytics with Google Analytics, Second Edition
- 48. “If you cannot measure it, you cannot improve it.” Lord Kelvin, 19th century Engineer & Physicist
- 49. Find listings for our current season of webinars and register at: NonprofitWebinars.com A Service Of: Sponsored by: