Getting the most from your Google Analytics

Transcription

1 Session 2 Exploration main reports in more detail Real-Time reports

2 Real-Time reports Use Real-Time to monitor user activity as it happens see each pageview being reported seconds after it occurs how many users on site, where they are coming from, sources that referred them, what pages they are viewing Get the most from Real-Time to check: whether new and changed content is being viewed a promotion is driving users to your site and see the pages they are viewing how a tweet, blog or any social media is effecting the traffic the tracking code is working Audience reports Overview reports gives an at-a-glance view of user metrics Demographics and Interests allows you to see who makes up your audiences Geo where audience comes from by language and location Behavior type of user, their loyalty and engagement Technology what browser and network they ve used to access your site Mobile accesses via mobile and the devices they ve used Users flow traces the route that users took through your site and left

3 Audience reports Users flow At-a-glance view of paths users took through your site Mouseover each node (page) displays statistics 3 pages interactions displayed select +Step to add more Selecting each connection highlights a specific flow Other dimensions can be selected to see flow e.g. source, city, landing page Acquisition reports Displays metrics for channels such as: referrals, searches, campaigns, View the impact of your social, track on-site and off-site user interaction Google searches queries, landing pages, country, impressions, clicks, click-through rate Monitor to ensure they are getting to the right information

4 Acquisition reports Overview report shows in bar chart what channel acquires: the most users; those who engage with the site and complete conversions Channels what drives traffic to your site with graph and table: referrals, direct, searches, campaigns, social, other All Traffic reports displays all sources/medium with metrics relating to Acquisition, Behavior and Conversions Acquisition total visits, %new visits, new visits Behavior bounce rate, pages per visit, average visit Conversions conversion rate of any goals, goal conversions, goal value Acquisition reports Campaigns Helps you collect information about traffic coming to your site and identify what are the most effective ways to drive more users By adding parameters to the end of a web address, allows Analytics to record metrics which you can monitor Simple URL builder builds the URL which you can add to e.g. a tweet, or within a web page

5 Acquisition reports Social In all, helps you measure the impact and effectiveness of your social initiatives Overview shows at-a-glance conversions generated from social channels Network referrals list of social media sources Data Hub activity those that share data with Google displays what users have done within social network (i.e. tracks off-site traffic) such as sharing a URL, making a favourite Landing pages metrics associated with pages linked from social networks Acquisition reports Social Trackbacks URL they ve come from, the page on your site, how many sessions Conversions measures success of campaigns aligning with pre-defined goals Plugins displays metrics of social buttons users select and what they share, like Users flow view a flow diagram of the path users took through site from social networks

6 Acquisition reports Search Engine Optimisation Reports appear when property is linked with Webmaster Tools provides you with information relating to your site s visibility on Google, in particular for these reports, what search terms users used to click through to your site Reports focus on top 1000 daily hits of Google s search data Helps you identify popular keywords that users have used in their Google search to get to your web site increase their use in relevant content Queries what users used in Google search to get to your site Impressions number of times a web site URL appears in search results Clicks number of times a web site URL was selected from search results Average position ranking of a URL CTR click through rate, percentage of clicks / impressions for a URL Acquisition reports Search Engine Optimisation Landing pages help you identify good click-through-rates (CTR) but low position in results Geographical summary number of impressions, click and CTR by country Check search keywords that have good position in results Use term cloud option in table selector to view words used by impression, clicks, CTR or average position Webmaster Tools shows traffic for each keyword separately doesn t show results from other search engines (Bing and Yahoo) Google Analytics does

7 Behavior reports metrics for each visited page Overview reports give an at-a-glance view of pageview metrics designed to help you improve content Site Content how frequently each page is viewed observe e.g. in Landing page report identify those with high bounce rates which may need rewritten to be more effective Site Speed page load times observe if any page is excessively slow when being downloaded Site Search metrics if Analytics tracking internal searches observe search terms users are using and relevance to the content they are directed to needs set up in Admin, Behavior reports In-Page Analytics monitors behaviour for a single page see metrics and click through rate of each link within a page Helps you visualise how users interact with site In turn, you can improve your content so it meets the needs of your users

8 Conversions reports goals What s the real purpose of your web site? What do you want users to achieve on your site? For those goals, what do you want to measure? When the goal is reached, Google Analytics calls this a conversion GA tracks all traffic data associated with that goal Data displayed within Conversions reports for you to monitor and take action Primary purpose is to measure how well your site fulfils your objectives Conversions reports setting up a goal in Admin Within Admin, choose the View you want to add the goal, select Goals Keep in mind goals limited to 20 for each view i.e. 4 sets each containing up to 5 goals if more goals required, an additional view will need to be created Step to step process depending what you ve selected Four different types of goals

9 Conversions reports setting up a goal in Admin Destination see how frequently users reach a particular page, abandon their way and where they go to specify the goal page could be an acknowledgement page when transaction is completed or a form submitted can add a monetary value to the conversion can set up a funnel that represents a path (a series of pages) you expect a user to take on their way to a goal note: within a goal set, it is possible to set up multiple paths to same destination to see which path is the most successful or highest abandonment Conversions reports setting up a goal in Admin Duration specify hours, minutes, seconds that occurs for a time lapsed during a session Pages/Screens per session specify a number of pages visited Event used with Event tracking to track a user activity that is independent of a web page such as a file download or a video being played For any goal type, use Verify this Goal see how often this goal would have converted based on your data from last 7 days

10 Conversions reports Overview displays number of goals and value Goal URLs view graph of all completed goals and table displays URL when goal completed Reverse goal path shows URLs of previous steps that users used before conversion Funnel Visualisation displays URLs that users took to conversion and abandonment Goal flow visualises the path from where users came from, through different pages towards the conversion Conversions reports Measure what has brought traffic to your site from other sources during last 30 days Multi-Channel Funnels Detects channels that send traffic to your site over a specified period of time All search engines Referrals (like from social media sources) Visits that people have previously bookmarked Direct when users type site s URL into the browser Social media traffic Custom campaigns you ve previously setup

11 Summing up Real-Time reports Audience reports Acquisition reports Behavior reports Conversions reports