Rochester Regional Library Council

Transcription

1 Rochester Regional Library Council Google Analytics Training 1/23/17

2 Introduction Matt Weaver Digital Director Mason Digital, LLC Mason Digital is an official Google Agency Partner Google Analytics and Adwords Certified Individual

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4 All Marketing Drives Traffic

5 Most Companies Use Google Analytics

6 How Companies Use Google Analytics

7 Methodology

8 Four Main Components

9 Collection

10 Processing

11 Configuration

12 Reporting

13 Data Collection All data is sent to the Google Analytics server in a long series of text information utm.gif?utmwv=4&utmn= &utmhn=example.com&utmcs=i SO &utmsr=1280x1024&utmsc=32-bit&utmul=enzs&utmje=1&utmfl=9.0%20%20r115&utmcn=1&utmdt=GATC012%20setting%20variables&utmhid= &utmr=0&utmp=/auto/GATC012.html?utm_source= +gatc012&utm_term=keywords+gatc012&utm_content=content+gatc012&utm_medium=medium+gatc0 12&utmac=UA &utmcc= utma%3d %3b... Google Analytics uses first-party cookies to identify web browsers No personally identifiable information is captured by Google Analytics

14 Why It Matters Users can disable javascript and/or first-party cookies from their browser, making it impossible to track them Google Analytics is focused on visitor privacy and allows visitors to have that choice The majority of people using the web have both features enabled Due to these limitations, Google Analytics will always under-report data Consider this when developing and viewing reports, concentrate more on trending and less on hard numbers

15 Set-up

16 Account Structure

17 Create at Least Three Views

18 Filters can Exclude data Include data Change data Creating Filters

19 Setting Up Filters

20 Setting Up Filters

21 Setting Up Filters

22 Filter Library

23 Objectives

24 Measuring Objectives Your website should help your company achieve specific business objectives Ask yourself: What is the purpose(s) of our web site? Once business objectives are established you can determine how to measure success by assigning KPIs What are visitors doing on our site? What aren t visitors doing on our site? Different stakeholders within the organization will have different objectives It s important to measure success against each objective, determine benchmarks and set expectations

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26 Using Conversions to Measure Success

27 Creating Goals

28 Creating Goals

29 Features of Goals Goals are configured at the view level There are four types of goals Destination (ex: thank-you.html) Event (ex: played a video) Duration (ex: 5 minutes or more) Pages per session (ex: 3 pages or more)

30 Destination

31 Event

32 User Engagement Goals

33 Creating Goals

34 Creating a Destination Goal

35 Creating a Destination Goal

36 Terminology

37 Terminology

38 Typical Report

39 Dimension Examples

40 Metrics Examples

41 Dimension Terminology The number of unique visitors who visit your site during a certain time period

42 Dimension Terminology

43 Dimension Terminology

44 Dimension Terminology

45 Metric Terminology Pageviews most basic tracking, each time a page is viewed it is counted as one pageview

46 Metric Terminology Events other interactions, like watching a video or downloading a PDF Tracking Events requires additional customizations to implementation

47 Metric Terminology

48 Metric Terminology Bounce Rate the percentage of sessions with only one user interaction (pageview)

49 Metric Terminology Important to note it does not matter how long a user stays on a page

50 Metric Terminology Question: Is a high bounce rate bad? Answer: It depends.

51 Reports

52 Standard Reports

53 Audience Reports

54 Basic Demographic Report

55 Behavioral Report

56 Geographic Report

57 Acquisition Reports

58 Channel Report

59 Channel Piechart

60 Behavior Reports

61 Pages Report

62 Visitor Flow Report

63 Conversion Reports

64 Top Conversion Paths Report

65 Attribution Report

66 Report Components

67 Report Components

68 Report Components

69 Segment Reports

70 Report Components

71 Trending Reports

72 Trending Reports

73 Annotations

74 Customization

75 Traffic Sources

76 Default Mediums

77 Link Tagging Any time you link to your website you should add URL parameters that allow you to track the visit correctly in Google Analytics Example: &utm_medium=newsletter&utm_campaign= marketing

78 Campaign Tagging

79 Campaign Reporting

80 URL Shortener Bit.ly and Goo.gl are two services that help you shorten long URLs for easier posting in s, on social media, or other areas where you place hyperlinks to your website The free service changes - campaign=marketing into goo.gl/yrry7x

81 Event Tracking When code is placed on each page of the site, the only activity being tracked is pageviews There are other interactive opportunities on pages that you ll want to track engagement with, such as PDF downloads, video views, embedded Flash and AJAX elements Event tracking allows you to track all interactions within the pages of the site Important: Determine in advance all of events you want to track

82 Event Elements Category (required) - the name you supply for the group of objects you want to track Action (required) - a string that is uniquely paired with each category, and commonly used to define the type of user interaction for the web object Label (optional) - an optional string to provide additional dimensions to the event data Value (optional) - an integer that you can use to provide numerical data about the user event Important: Adopt a consistent and clear naming convention that will be understood by all stakeholders

83 Event Reporting

84 Event Action

85 Event Label

86 Dashboard Reports

87 Creating a Dashboard

88 Creating Widgets

89 Dashboard Report

90 Data Analysis

91 Analyzing Data There are many ways to analyze data There are two techniques that are critical to good data analysis: Segmentation Context

92 Segmentation

93 Context

94 External Context

95 Internal Context

96 In Conclusion There are 100s of reports and numerous ways to view the data, I covered many reports and report types that I think are important Explore, test, and search to learn which reports work best for your organization s needs

97 Questions? Matt Weaver Digital Director Mason Digital

98 Additional Resources Google Analytics - Google Analytics Training - Google Analytics Blog - Occam s Razor Blog - KISSMetrics