A PRESENTATION BY RITESH GUPTA

Transcription

1 A PRESENTATION BY RITESH GUPTA

2 WEB ANALYTICS next 2

3 Deep Dive 01 into Web Analytics Web Analytics < 3 Digital Analytics / Measurability Caution: The addictive adrenaline of analzying website data, interpreting visitor behaviour and staring hard at numbers to extract insights is difficult to resist or ignore. You have been warned! :)

5 What is Web 01 Web Analytics < 5 Analytics? Web Analytics is the analysis of quantitative and qualitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes. - Avinash Kaushik Digital Analytics / Measurability

6 What is Web 01 Web Analytics < 6 Analytics? Web Analytics is the analysis of quantitative and qualitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes. - Avinash Kaushik Digital Analytics / Measurability

7 Why Analyse? 01 Web Analytics < 7 Traditional purchasing models [Awareness, Acquisition, Engagement, Conversion and Retention] has been challenged by the new media People start their purchasing journey at any point of the purchasing funnel. And from any device that they wish They have more information than they can ever digest. All at the mercy of few clicks The linear purchase journey is therefore no longer relevant Digital Analytics / Measurability As a result, the purchasing funnel has become very complicated

8 Why Analyse? 01 Web Analytics < 8 Digital analysts identify the trend of customer behaviours, anticipate customer movements and interpret messages most effective in aiding conversions They help a company to identify and close the gaps that have creeped in their conversion funnels and costing them money They help a company to justify the need to have a robust online presence Digital Analytics / Measurability

9 01 Web Analytics < 9 Digital Analytics / Measurability Identify the anonymous

10 01 Web Analytics < 10 Digital Analytics / Measurability Female 28 Years Old Lives in California, USA Came from Google Search Engine Visited your site on Saturday, 1:30 PM Used a Chrome browser on her mobile Entered via About Us page Viewed 6 more pages Spent 60 seconds Clicked on a product Clicked on Add to Cart Clicked on the Facebook page Abandoned the cart Exited the site Came back at 6 PM the same day

11 How is website analysis done? Selecting a tagging tool based on business requirements Adding a native piece of code to the website Sending data from website to the tool Viewing collected data via a user interface Analysing the patterns Deducing the insights Presenting the findings 02 Web Analytics < 11 Digital Analytics / Measurability

13 01 Background Web Analytics < 13 Digital Analytics / Measurability

17 Methodology / Deep Dive / Analytics /Measurability w3techs.com Market Share of Web Analytics Tools 100% 80% 60% 40% 20% 0% Google Analytics Adobe SiteCatalyst Coremetrics None ALL RIGHTS RESERVED < 17

18 Google Analytics 02 Web Analytics For the remainder of this course, we will be talking about how to use Google Analytics to analyse and optimise a web property. < 18 Digital Analytics / Measurability

19 YOU ARE ENTERING THE GOOGLE ANALYTICS ZONE

20 Google Analytics Google Analytics / Deep Dive / Analytics /Measurability Came into existence when Google brought over Urchin in 2005 Most preferred tool for website analysis used by over 53% of the websites Is available in Free and Premium version (for enterprise level websites) Uses the Javascript Tagging method Utilises a Javascript code to collect user data Uses a Sampling data methodology to generate reports Uses a first-party cookie method ALL RIGHTS RESERVED < 20

21 03 Digital Analytics Cookies < 21 Digital Analytics / Measurability

22 What is a Cookie? A small data file placed on your computer by a website that you visit A piece of code placed in your browser by a website server A text file placed on a hard drive to store and transmit information to the server of websites (re)visited from that browser / computer Two types of cookies get set on your computer when you visit a website: First Party Cookie and Third Party Cookie ALL RIGHTS RESERVED < 22

26 Google Analytics / Deep Dive / Analytics /Measurability Google Analytics - Collection/Implementation <script (function(i,s,o,g,r,a,m){i['googleanalyticsobject']=r;i[r]=i[r] function(){ (i[r].q=i[r].q []).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getelementsbytagname(o)[0];a.async=1;a.src=g;m.parentnode.insertbefore(a,m) })(window,document,'script','// ga('create', 'UA ', 'auto'); ga('send', 'pageview'); </script Sample Code ALL RIGHTS RESERVED < 26

27 Google Analytics / Deep Dive / Analytics /Measurability Google Analytics - Implementation Steps Login to Google Analytics - Sign up for an account using Website tab Go to Admin section Copy the Javascript code Implement it on all the pages you want to track - Manually, PHP or via Google Tag Manager ALL RIGHTS RESERVED < 27

32 Google Analytics Tool Box 04 Digital Analytics What makes up the Google Analytics reporting interface? < 32 Digital Analytics / Measurability

34 Metrics and Dimensions Building Blocks of your Analytics Reports Each report in Google Analytics contain two types of user data: User dimensions User metrics The tables in most Google Analytics reports organize dimension values into rows, and metrics into columns. Dimensions Metrics ALL RIGHTS RESERVED < 34

35 Dimensions Dimensions describe characteristics of your users, their sessions and actions. Which country is giving my site the maximum number of visitors? Which traffic source, search, social, direct, referral is giving me the maximum number of visitors? Which pages are being most viewed by my visitor? Which day of the week, time of the day are people interacting the most with my site? Examples User Dimensions: Geographic location, city, region, country Session Dimensions: Traffic source, campaign, medium, Action Dimension: Name of page, title of page ALL RIGHTS RESERVED < 35

36 Metrics Metrics are the quantitative measurements of users,sessions and actions. Metrics are numerical data. Metrics are sum, averages, ratios that describe user behaviours. How much time did the user spent on my site? How many pages did he view? What was the bounce rate of my site? Of the total number of visitors that my site received, how many were unique, how many were repeat? Examples No. of visitors No. of new visitors No. of repeat visitors No. of sessions, bounce rate, average session duration etc. ALL RIGHTS RESERVED < 36

41 Sessions Total no. of sessions within a particular date range. It is a time period when the user is actively engaged with your website % New Sessions An estimate of the percentage of first time visits New Users The number of first time users within the selected date range Bounce Rate Bounce Rate is the percentage of single page visits Page Views Page views is the total number of pages viewed. Repeated page views of a single page are counted Pages/session Pages per session also known as Average Page Depth is the average number of pages viewed per session ALL RIGHTS RESERVED < 41

42 Average session duration The average length of one session in the particular time period Entrances Entrances is the number of times visitors entered your site through a specific page or set of pages Average Time on Page The average amount of time users spent viewing a specified page or screen or set of pages or screens Hits Total number of hits sent to Google Analytics, for this reporting view (profile). This metric sums all hit types, including pageview, custom event, ecommerce, and other types. Note that this number is based on the reporting view (profile), not the property, and therefore is not the same as the property's hit volume Session Duration The length of a session in seconds Exits Exits is the number of times visitors exited from your site from a specified set of page or pages ALL RIGHTS RESERVED < 42

44 Medium The Mediums which referred traffic % New Sessions The Sources which referred traffic Source/Medium Source/Medium describes where your traffic comes from. The Source is the place users are before seeing your content, like a search engine or another website. The Medium describes how users arrived at your content Landing Page The pages through which visitors entered your site Pages The Pages visited listed by the URI Page Title The Page Titles used on your site ALL RIGHTS RESERVED < 44

45 Google Analytics Data Model Three major components to how Google Analytics track a user Users. Sessions. Hits. One user can have multiple sessions and can generate multiple hits ALL RIGHTS RESERVED <

47 Google Analytics Data Model User (visitor) the client that visits the site, such as the browser or mobile phone operated by a person. Session (visit) the period of time during which the visitor is active on the site. An active session is closed after 30 minutes of inactivity Interaction (hit) the individual activities that send a GIF request (hit) to the Analytics servers. These are typically characterized by a pageview, but can include: a pageview an event (e.g. click on a movie button) a transaction a social interaction ALL RIGHTS RESERVED < 47

50 Exclude/Include: Exclude specific data from, or include only specific data in your reports Lowercase/Uppercase: Transform the filter field (e.g., Request URI) to all lowercase or uppercase. The filter affects only letters Search and replace: Replace a piece of text with another desired piece of text and make reports are more readable Advanced: Extract information from one or two filter fields, and insert that information into a third field ALL RIGHTS RESERVED < 50

51 Analytics Goals Goals measure how often users complete specific actions. Goals are defined so we can track and measure user success. When a user to a website performs the intended action, it is called as completion of a goal e.g: making a purchase; submitting a contact information; signing up for newsletter ALL RIGHTS RESERVED <

53 Analytics lets you define four different types of goals that users can achieve during a session: Destination: the user reaches a specified web page or app screen Duration: the user spends a specified minimum amount of time on your site or app Pages/Screens per session: the user views a specified minimum number of pages or screens Event: the user conducts a specified action, like viewing a video ALL RIGHTS RESERVED < 53

54 Analytics Segments Segment is a subset of your analytics data. e.g: of your entire set of users, one segment might be of users from Bangalore, one set might be of users from Mumbai or one set of your users might have more than one session (interaction) with your site ALL RIGHTS RESERVED <

55 Analytics Segments All data in aggregate is useless Types of Segments Subsets of sessions Subsets of users Segment scope Defined on the basis of dimensions and metrics Defined on three different scopes or levels Hits - Confined to a single action - watched a video, downloaded an ebook, etc. Sessions - Behaviour within a single session - goal completion, amount of revenue, etc. Users - Behaviour across all sessions within the particular date range - all goals completed, revenue generated, etc. ALL RIGHTS RESERVED <

58 A PRESENTATION BY RITESH GUPTA