DISCOVERING OUR PATRONS USING GOOGLE ANALYTICS Michael Sheehan Lake Superior Libraries Symposium, WITC Superior June 1, 2012
A LITTLE ABOUT ME AND MY EMPLOYER Mike Sheehan is the Assistant Director at Northern Waters Library System (NWLS). NWLS is one of 17 public library systems in the state of Wisconsin. NWLS provides supplementary library services to 28 public libraries and their patrons in the top eight counties (Ashland, Bayfield, Burnett, Douglas, Iron, Sawyer, Vilas, and Washburn) in Wisconsin. NWLS has helped member libraries create and maintain their own library websites using Joomla as the website program. NWLS uses Joomla for its website as well. NWLS manages the regional shared catalog (called Merlin) for the member libraries. NWLS libraries contract with Innovative Interfaces, Inc. for software and maintenance support.
START WITH SOME QUESTIONS You are curious to know: The effects of promotional activity on the website How much time patrons are spending on the site What page patrons enter the site on first What OS and browsers are patrons using What the ratio is between new and returning visitors Where patrons are coming from
VARIOUS WEB ANALYZERS Open Source (free software license) options: Analog (platform C; logfile based) W3Perl (platform Perl; logfile based) Webalizer (platform C; logfile based) Proprietary options: Mint (platform PHP; tracks cookies via Javascript; $30/site) Urchin (platform Windows/Linux/BSD; weblogs & cookies; $9995) Hosted options: Bango Mobile Web Analytics (tracks mobile ID & cookies; $49/month) ClickTale (tracks cookies via Javascript; free - $990/month) Google Analytics (tracks cookies via Javascript; free) Quantcast (tracks cookies via Javascript; free) Yahoo! Web Analytics (tracks cookies via Javascript; free)
ABOUT GOOGLE ANALYTICS (FROM WIKIPEDIA) Google Analytics (GA) is a free service offered by Google that generates detailed statistics about the visitors to a website. The product is aimed at marketers as opposed to webmasters and technologists from which the industry of web analytics originally grew. It is the most widely used website statistics service, currently in use on around 57% of the 10,000 most popular websites. GA can track visitors from all referrers, including search engines, display advertising, pay-per-click networks, e-mail marketing and digital collateral such as links within PDF documents. Users can officially add up to 50 site profiles. It is limited to sites which have a traffic of fewer than 5 million pageviews per month (roughly 2 pageviews per second), unless the site is linked to an AdWords campaign.
MORE ABOUT GA GA is implemented by including what is known as the Google Analytics Tracking Code (GATC) which is a snippet of JavaScript code that the user adds onto every page of his or her website. Keep in mind, many ad filtering programs and extensions (such as Firefox's Adblock and NoScript) can block the GATC. This prevents some traffic and users from being tracked, and leads to holes in the collected data. The largest potential impact on data accuracy comes from users deleting or blocking GA cookies. Without cookies being set, GA cannot collect data. Any individual web user can block or delete cookies resulting in the data loss of those visits for GA users. Website owners can encourage users not to disable cookies, for example by making visitors more comfortable using the site through posting a privacy policy.
FURTHERMORE ABOUT GA Due to its ubiquity, Google Analytics raises many privacy concerns. Whenever someone visits a website that uses Google Analytics, Google tracks that visit via the user's IP address. If the website also embeds any content from a Google property with which the website visitor has an account, then Google receives sufficient information to identify the user and thus associate the details of the website visit with that user. Google has announced a new privacy policy which will allow Google to specifically identify and track users of any website that uses Google Analytics, if that user is also a user of any other Google product (Gmail, YouTube, BlogSpot,etc) to which the same privacy policy applies. Google has also released a browser plugin that turns off data about a page visit being sent to Google. Since this plug-in is produced and distributed by Google itself, it has met much discussion and criticism.
GETTING STARTED WITH GA Using Google Analytics is very easy. To get started all you need to: Have a Google email account. Sign up for a Google Analytics Account (for free!) Must have administrative access to the website you want to monitor. Will need to install a tracking code into the pages of the website you wish to monitor. Wait to gather some data.
EXAMPLE OF TRACKING CODE For more information, see http://code.google.com/apis/analytics/docs/tracking/asynctracking.html Copy the following code, then paste it onto every page you want to track immediately before the closing </head> tag. <script type="text/javascript"> var _gaq = _gaq []; _gaq.push(['_setaccount', 'UA-28121541-1']); _gaq.push(['_trackpageview']); (function() { var ga = document.createelement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol? 'https://ssl' : 'http://www') + '.googleanalytics.com/ga.js'; var s = document.getelementsbytagname('script')[0]; s.parentnode.insertbefore(ga, s); })(); </script>
GA TRACKS WEBSITE USAGE
GA TRACKS CATALOG USAGE
GA TRACKS MOBILE CATALOG USAGE
WHAT KINDS OF DATA CAN WE GET? AUDIENCE ADVERTISING TRAFFIC SOURCES CONTENT CONVERSIONS
WHAT KINDS OF DATA CAN WE GET? AUDIENCE Overview Demographics Language Location (map) Behavior New vs Returning Frequency & Recency Engagement Technology Browser & OS Network Mobile Overview Devices Custom Custom Variables User Defined Visitors Flow
WHAT KINDS OF DATA CAN WE GET? ADVERTISING <we don t use> Adwords Campaigns Keywords Matched Search Queries Day Parts Destination URLs Placement Keyword Positions TV Ads
WHAT KINDS OF DATA CAN WE GET? TRAFFIC SOURCES Overview Sources All Traffic Direct Referrals Search Overview Organic Paid Campaigns Search Engine Optimization Social Queries Landing Pages Geographical Summary Overview Sources Pages Conversions Social Plugins Social Visitors Flow
WHAT KINDS OF DATA CAN WE GET? CONTENT Overview Site Content Pages Content Drilldown Landing Pages Exit Pages Site Speed Overview Page Timings User Timings Site Search Events AdSense Overview Usage Search Terms Pages Overview Top Events Pages Events Flow Overview AdSense Pages AdSense Referrers In-Page Analytics
WHAT KINDS OF DATA CAN WE GET? CONVERSIONS <we don t have setups required for these> Goals Overview Goal URLs Reverse Goal Path Funnel Visualization Goal Flow Ecommerce Overview Product Performance Sales Performance Transactions Time to Purchase Multi-Channel Funnels Overview Assisted Conversions Top Conversion Paths Time Lag Path Length
RESULTS OF CATALOG ANALYSIS
RESULTS OF CATALOG ANALYSIS
RESULTS OF CATALOG ANALYSIS
DATA WE WERE INTERSTED IN Visits Per Day Unique Visitors Time on Site Loyalty Length of Visit Browsers & OS Screen Resolution Mobile Devices Mobile Carriers Traffic Sources Top Landing Pages Top Exit Pages
APPLY TO OUR WEBSITE ANALYSIS
Things to Know - Dropdowns
Things to Know - Export Options
Finding Unique Visitors & Average Time on Site
Finding Duration
Finding Loyalty
Finding Browsers
Finding OS
Finding Screen Resolution
Finding Devices Used
Finding Carriers
Finding Direct Traffic
Finding Traffic Referrals
Finding Landing Pages
Finding Exit Pages
OTHER - Language
OTHER - Location
OTHER Location (continued)
OTHER Location (continued)
OTHER Social Sources
OTHER Data Comparisons
OTHER Not Set Example
OTHER Custom Reporting
OTHER RESOURCES Marek, Kate. Using Web Analytics Well. American Libraries, Sept./Oct. 2011 (excerpt from the following journal article) Marek, Kate. Using Web Analytics in the Library. Library Technology Reports 47, no.5 (2011): 54 pages ISBN: 9780838958339 ISSN: 0025-2586 (found at the ALA store for $43.00 or from GoogleBooks) Hisle-Chaudri, Stacy. Think You Know Your Patrons? Using Google Analytics to Discover Patron Behaviors on the James C. Kirkpatrick Library Website. Library Technology Conference (2012) poster session PDF. Link: http://digitalcommons.macalester.edu/libtech_conf/2012/sessions/41/ Robert Sebek. Google Analytics: Beyond the Code. Innovative Users Group Annual Conference (2012) session PDF. Link is password protected; ask Mike Sheehan for copy if desired.
FOR MORE INFORMATION Thank you! Mike Sheehan, Assistant Director Northern Waters Library Service msheehan@nwls.lib.wi.us 715-682-2365 ext. 12