Best Practices for Tracking Campaigns in Google Analytics. Mike Petroff Digital Content Strategist
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1 Best Practices for Tracking Campaigns in Google Analytics Mike Petroff Digital Content Strategist
2 Intro Mike Petroff Digital Content Strategist Office of Digital Strategy
3 Topics for discussion What we re measuring, and why How we re using Google Analytics Best practices Tracking campaigns Dashboards Analytics distribution Q&A
4 Google Analytics USING GOOGLE ANALYTICS
5 What we measure WEB Harvard Gazette Harvard.edu & President s site Alumni website Harvard Campaign & The Story Map College/Admissions * We also have view access to a variety of school and department websites when they share them with Digital Strategy. MULTIMEDIA Performance/engagement of Universitywide audio and video Harvard Gazette/Kaltura YouTube itunes U SoundCloud Livestreamed video of campus events Media Technology Services SOCIAL Engagement/sharing of Harvard s social content: Facebook Twitter Instagram Google+ LinkedIn Reddit Monitoring social mentions of Harvard and related news Silverpop Daily Gazette President & University-wide s Analysis of open & click rates, optimization for mobile platforms and service providers
6 How we measure WEB Google Analytics Silverpop Litmus Chartbeat SOCIAL & MULTIMEDIA Hootsuite Topsy Facebook Insights Twitter Analytics Iconosquare SoundCloud YouTube Kaltura itunes U More...
7 Why we measure Tracking and reporting analytics on your web, social, and other digital properties will give you a better understanding of: The performance of your website The behavior of your site visitors The sources driving the most traffic Communicating success related to business objectives Optimizing your content to better the user experience Share consistent analytics terminology
8 How we use Google Analytics Harvard.edu Harvard Gazette
9 How we use Google Analytics Alumni.Harvard.edu Campaign.Harvard.edu
10 How we use Google Analytics Google Analytics Tracking harvard.edu, Gazette, alumni website, etc. Engagement metrics Regular reports Tracking traffic sent to/from sites Event tracking across site elements Chartbeat Real-time traffic segmented by source Helps show anomalous events and spikes
11 How we use Google Analytics Google Analytics: Event Tracking / Tag Manager Example: Harvard Gazette 2.0 redesign Site elements tagged to track performance, usability, popularity in new Gazette design.
12 How we use Google Analytics NEXT box in Gazette 2.0 design
13 Why we measure (example) NEXT box in Gazette 2.0 design EXAMPLE: Since Gazette 2.0 redesign, NEXT box has been clicked 84,132 times The NEXT box even drove more internal story clicks than the POPULAR stories sidebar since the Gazette 2.0 redesign (about 24,500 more clicks)
14 Best Practices Resources: Tips from Digital Strategy Lynda.com resources and videos Google Analytics setup checklist Getting Started guide
15 Google Analytics TRACKING CAMPAIGNS
16 Anatomy of a URL Tagged URL
17 Anatomy of a URL hvrd.me/arcic is actually... edu/gazette/story/2014/08/ebola -genomes-sequenced/? utm_source=twitter&utm_mediu m=social&utm_campaign=hutwitter-general
18 Tracking campaigns edu/gazette/story/2014/08/ebola -genomes-sequenced/? utm_source=twitter&utm_mediu m=social&utm_campaign=hutwitter-general utm_source=twitter utm_medium=social utm_campaign=hu-twitter-general
19 Tracking campaigns utm_source=twitter utm_medium=social utm_campaign=hu-twitter-general
20 Tracking campaigns Establish consistency in naming: Medium ( , social, print, etc) Source Campaign Name For example, our Medium is the most general, then Source gets more specific about the platform, then Campaign is the specific name of the campaign.
21 Tracking campaigns Google url builder
22 Tracking campaigns Shared Spreadsheet
23 Google Analytics DASHBOARDS
24 Google Analytics dashboards Dashboard example: Technology and Mobile
25 Google Analytics dashboards Resource: Things consider: Site goals you re measuring Visitor technology (mobile/desktop, screen size) Visitor behavior (new/returning, event tracking) Who has access, frequency of check-ins
26 Google Analytics ANALYTICS DISTRIBUTION
27 Distribution examples Daily: Gazette report Goal: Provides overall open/click rate, story clicks Compiled in Silverpop, bulleted insights Weekly: Dashboard report Goal: Overall top stories, traffic breakdown by Harvard sources (Harvard.edu, daily , social) Compiled through GA Dashboard, with bulleted insights
28 Distribution examples Monthly: Monthly analytics report Goal: Trending analytics and analysis for main Harvard web, , social properties Compiled through several analytics sources, collected in shared Google Doc, bulleted insights Ad-hoc: Snapshot analytics reports Goal: Provide consistent, templated approach to collection of web, , social stats and examples Compiled using several analytics sources, collected in shared Google doc
29 Distribution examples Example: Multimedia section from Monthly Report
30 Google Analytics QUESTIONS & DISCUSSION
31 Google Analytics QUESTIONS & DISCUSSION
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