Google Analytics. Jay Murphy Trionia Incorporated The Science of Marketing

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1 Google Analytics Jay Murphy Trionia Incorporated The Science of Marketing

2 Agenda Google Analytics A Whirl Wind Tour of Onsite SEO Google Analytics and SEO Google Analytics to Start SEO Measuring your results Optimizing your results Resources

3 Audience Who is interested in measuring a website? Owners Online and Offline Ad Agencies Site Developers Design & Technical Online Marketing Specialists Search Engine Optimization Search Engine Marketing Marketing Display Ads and more 3

4 Answers Question Analytics can help answer Who is visiting my site? How are people finding the site? What will bring more people to the site? What are people doing on the site? Are people accomplishing the site goals? How can the website be improved? 4

5 Analytics a brief history Hit Counters Log File Page Tagging Javascript/Cookies 5

6 Analytics Tools The Big Three Google Analytics Omniture Webtrends A few open source choices: AWStats Webalizer 6

7 Accuracy? No analytics tool is perfectly accurate however trends in data are the most useful information. If you use two or more metrics tools do not reconcile the data it will be different If some of your metrics are critical for your business For example how much advertisers pay per click : agree on measurement in advance 7

8 GOOGLE ANALYTICS 8

9 How to Install Google Analytics is easy to install: Using your Google Account, access Analytics: Add JavaScript code before the </head> tag 9

10 Google Analytics JS Code The code is: <script type="text/javascript"> var _gaq = _gaq []; _gaq.push(['_setaccount', 'UA xxxxxxxx x']); _gaq.push(['_trackpageview']); (function() { var ga = document.createelement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = (' == document.location.protocol? ' : ' + '.google analytics.com/ga.js'; var s = document.getelementsbytagname('script')[0]; s.parentnode.insertbefore(ga, s); })(); </script> 10

11 Installation Check Check on your Google Analytics Analytics Settings > Profile Settings > Tracking Code 11

12 How it works JavaScript that uses first party cookies Sends an invisible GIF to the analytics server for processing Users that delete cookies will be seen as a new visitor No personal identifying information is saved Cached pages are still tracked if visitor is connected to the internet 12

13 Google Analytics Cookies utma Used to measure unique Visitors 2 year utmb Session/Visit measure 30 minute timeout utmc Session/Visit with utmb no expiration utmz Stores referral information. Including Source and Medium. 6 months from set/update. 13

14 Google Analytics Cookies (continued) utmv Contains information passed by the _setvar() Google Analytics method utmx Used by the Website Optimizer. More Detail at: epts/gaconceptscookies.html#cookiesset 14

15 Definitions Visits A visit is defined as a series of page requests from the same uniquely identified client with a time of no more than 30 minutes between each page request. So for a user who visits at 11:00 AM and then again at 11:20 this user counts as a single unique visit; if the user clicks on a new page at 11:35 it now counts as two visits. (Some analytics packages use the term session in place of visit.) Unique Visitors A unique user who accesses a Website, while people cannot be identified by analytics, we substitute computers. So a single computer that accesses a website is deemed to be a Unique Visitor. (Most analytics tools use cookies, small files saved by a browser, to determine if a machine has been to a website before. Since many users, estimated to be 25% or so, remove cookies on a monthly basis, unique visitors can be overstated.) 15

16 Definitions (continued) New Visitors A visitor that has not made any previous visits. Again, since New Visitors are also determined by the use of cookies saved on a visitors computer; visitors that delete cookies show as new visitors. Bounce Rate The percentage of visits where the visitor enters and exits at the same page without visiting any other pages on the site in between. (In general a higher bounce rate is not a good sign but some websites are designed for a single page view before leaving, for example blogs. Use bounce rate to analyze your site based on your site s users goals.) 16

17 Definitions (continued) Average Pages per Visit The average number of page views a visitor views before ending their visit. It is calculated by dividing total number of page views by total number of visits. Average Time on Site Average amount of time that visitors spend on the site each time they visit. (This metric can be complicated by the fact that analytics programs cannot measure the length of the last page view, since the time is measured by start time of second page minus the start time of the first page.) Page Views A request for a file whose type is defined as a page in log analysis. An occurrence of the script being run in page tagging. In log analysis, a single page view may generate multiple hits as all the resources required to view the page (images,.js and.css files) are also requested from the web server. 17

18 REPORTING INTERFACE 18

19 Reporting Interface In your account click on the "View report" link to see the report interface 19

20 Reporting Dashboard 20

21 Dashboard User Configurable view of up to 12 user defined reports. All Reports including the Dashboard Exported in PDF and XML format. ed one time or scheduled Additional Control is offered by: Date Ranges Daily, Week or Monthly data points Advanced Segments 21

22 Reporting Categories Visitors Traffic Sources Content Goals Additional Reporting Features Intelligence Custom Reports Advanced Segments 22

23 Visitors 23

24 Visitor Reports Answers these questions (and more)? Where are my visitors coming from? Are they new visitors? How many are new? When do my visitors come to my site? What browsers, version of flash, java do they use? How do our visitors compare to other sites? 24

25 Visitor Reports Map Overlay 25

26 Visitor Reports New vs. Returning 26

27 Visitor Reports Visitor Trending 27

28 Visitor Reporting Browser Usage 28

29 Traffic Sources Answers these questions: Where did people find out about my site? What proportion of visitors come to the site: Directly, through search engines and through referral websites? For search engine traffic what keywords? Which referrals provide the best traffic? What campaigns are most effective? 29

30 Traffic Sources Overview 30

31 Traffic Sources Search Engines 31

32 Traffic Sources Keywords 32

33 Traffic Sources Referring Sites 33

34 Traffic Sources Direct 34

35 Content Answers these questions: What are the entrance pages (landing pages)? What keywords were used to reach these pages? Or what or referrals? Where did people leave the site? (Exit Pages) Further detail to determine if a user goal was satisfied or it was a failed visit. 35

36 Content Overview 36

37 Content Navigation Summary 37

38 Content Entrance Keywords 38

39 Content In Page Analytics 39

40 Goals, Custom Reports, Advanced Segments and Data Access API OTHER TOPICS 40

41 Goals Used to track specific actions on your website. These can be: Site registration Sign up for a download, webinar, newsletter 41

42 Setting up Goals Step 1 42

46 Goals on all Reports 46

47 Integrating with Ad Words Link AdWords and Analytics accounts together One AdWords with one Analytics account. One account for each client Autotagging helps analytics track your AdWords clicks. This adds a gclid value to your query string 47

48 AdWords Reporting 48

49 Other Ad Sources Use the Google URL builder 49

50 Multiple Campaign Tracking Visitors can visit from multiple campaigns. In the standard setup, the most recent campaign will get credit for a conversion. How to assign credit to the first campaign? Setting utm_nooverride=1 in your campaign URLs will attribute the conversion to the first campaign. 50

51 Custom Reporting 51

52 Custom Reporting Dimensions & Metrics 52

53 Custom Reports Dimensions & Metrics Dimensions Visitor Campaign Content Ecommerce Internal Search Custom Variables Events AdWords Metrics Visitor Campaign Content Ecommerce Internal Search Goals Events 53

54 Custom Report Example Avinash Kaushik 54

55 Advanced Segments 55

57 Data Access API from PHP GAPI Google Analytics API PHP5 Interface Supports arrays for Dimensions and Metrics Returns results in a PHP object Date ranges and filtering provided For more detail see: google analyticsphp interface/ 57

58 Data Access API from PHP Sample Code $ga = new gapi(' @yourdomain.com','password'); $pid = ; // Profile ID $metrics = array('country','city'); $dimensions = array('pageviews','visits','newvisits'); $ga >requestreportdata($pid,$metrics,$dimensions); foreach($ga >getresults() as $result) { echo '<strong>'.$result.'</strong><br />'; echo 'Pageviews: '. $result >getpageviews(). ' '; echo 'Visits: '. $result >getvisits(). '<br />'; echo 'New Visits: '. $result >getnewvisits(). '<br />'; } echo '<p>total pageviews: '. $ga >getpageviews(). ' total visits: '. $ga >getvisits(). '</p>'; 58

59 WHIRL WIND TOUR OF SEO 59

60 Whirl Wind Tour of Onsite SEO Content is King with SEO we can get caught up in optimizing for key words and search engines We can forget about the people!

61 Whirl Wind Tour of Onsite SEO (continued) In order of priority update the following: Titles Meta Descriptions Headings Content Links Images Page Speed Meta Keywords

62 Titles Whirl Wind Tour of Onsite SEO (continued) Use short titles that include the keyword(s) at the start. (50 to 80 characters) Meta Descriptions The content that will frequently show up in your search results use keywords naturally in your description. ( characters)

63 Whirl Wind Tour of Onsite SEO (continued) Headings Use the main keyword for the H1 tags and lower priority keywords for H2 and H3 tags. Images Use keywords in your alt tags as well as naming the images with your keywords. So images names like this are good: newport harbor view.png

64 Whirl Wind Tour of Onsite SEO (continued) Links Use links to connect to reputable sites. Also link internally to related pages. Use keywords in your links: Content <a href= tropical fish.html >See our list of tropical fish</a> Include keywords throughout your content, in a natural way. Do not force or keyword stuff.

65 Whirl Wind Tour of Onsite SEO (continued) Page Speed Fast load time is critical for user experience. A factor in Search Engine Optimization. Performance techniques include CDN, CSS sprites, compressed JavaScript and more. Meta Keywords While less important it is good to have a list of descriptive keywords in the page meta keywords tag.

66 More on SEO Off site SEO inbound links Look to social websites to get started SEO related to SEM (paid keywords)? Not on Google; Yahoo? Maybe Setup a sitemap.xml and a robots.txt Other factors: Age of site, number of pages, internal links

67 SEO Summary How do we determine our keywords? Some people call this process keyword harvesting. The next section will show how to use Google Analytics (and other tools) to start harvesting.

68 ANALYTICS REPORTS TO START AN SEO PROJECT 68

69 Keywords Helpful but these are all branded keywords

70 Non Branded Keywords Using the report filters we can create a nonbranded keyword report:

71 Group Keywords To find related keywords we can create an Advanced Filter in this case we want to see all non branded keywords with the word visit included.

72 Google s Keyword Tool

73 Other Sources for Keywords Competitor research Examine the structure and keywords used by competitor websites Use services like Compete or Alexa to determine Brainstorm Keywords Ask customers and/or sit down and write as many keywords as you can imagine.

74 Keyword Baseline Results marketing tools.com/ranking reports/

75 ANALYTICS REPORTS TO MEASURE ONGOING SEO 75

76 Traffic Sources First look at percentage increase in Search Engine Traffic This provides a high level look at overall traffic. Then check the search referrals in more detail.

77 Search Engine Traffic Look at the non paid traffic sent to the website. Look for gains to indicate SEO improvements.

78 Landing Pages The landing pages indicate which pages on your site get direct traffic from search engines (and other sources)

79 Landing Page Keywords The entry keywords tell you both what is working and what can be optimized further.

82 Restaurant Segment We can view behavior of this segment.

83 Restaurant Segment

84 SEO Rank Report? How can you see where your terms are ranking? Applying three filters to a new profile will provide the answers. First filter to include Google traffic Then filter to keep organic traffic Finally use a custom filter to provide a ranking report

85 Filter Detail The three filters are: Filter Type: Custom Filter Select "Include" Filter Field:Campaign Source Filter Pattern: google Filter Type: Custom Filter Select "Include" Filter Field:Campaign Medium Filter Pattern: organic Filter Type: Custom Filter Select Advanced" Field A ->Extract A: Referral : (\? &)q=([^&]*) Field B ->Extract B: Referral : (\? &)start=([^&]*) Output To -> Constructor: User Defined : $A2 (page: $B2)

86 SEO Rank Results The output can then be seen in the user defined reports which will then show the page for each organic keyword:

87 Page Load from Analytics The new version of Google Analytics (in Beta)includes tracking Page Load speed. Simply adding this new line of code to your Google Tracking will allow reporting on page load speed: _gaq.push(['_trackpageloadtime']); The new Site Speed report will now provide speed statistics on your website.

88 Sample Site Speed Report

89 QUESTIONS?

90 To Learn More CDIA BU is offering two Analytics Courses Google Analytics for Business : Introduction When: Friday, July 15, 2011 Google Analytics for Business : Advanced When: Friday, July 29, 2011 REGISTER ONLINE

91 Analytics Resources Blogs Occam s Razor by Avinash Kaushik Books Web Analytics Demystified Eric T. Peterson Web Analytics an Hour a Day Avinash Kaushik Education Google s Conversion University

92 Twitter Other Resources (continued) Follow the #measure, #analytics and #ganalytics hash tags Organizations Web Analytics Association The Analysis Exchange Students and Mentors team up to assist Non Profits 92

93 SEO Resources SEO Links: Google s SEO Guide SEOMOZ Beginners Guide to SEO Wordtracker SEO Intro Video Intro to sitemap.xml and robots.txt

94 Online Marketing B2C CASE STUDY 94

95 B2C Banner Advertisement & Pay per Click Metrics Visits Coupon Prints Sales 95

96 Targeting The Campaign used two types of targeting Geographic West coast of Florida Keyword Based Diabetic High Fiber Whole Grain Flax Seed 96

97 Metrics Keyword Performance 97

98 Metrics Ad Performance 98

99 Landing Page Optimization A/B Testing No Signup Conversion Rate 23.9%% Original Conversion Rate 17.45% 99

100 Campaign Summary 100

101 Campaign Summary Results Florida banner advertisements led to additional direct and indirect website vistors. 101