Access the Google Analytics Demo Account https://analytics.google.com/analytics/we b/demoaccount
Introduction to Web Traffic Assessment with Google Analytics Lisa Gayhart User Experience Librarian UX Lab Manager lisa.gayhart@utoronto.ca
Plan for today What is Google Analytics and why do we use it? Anatomy of Google Analytics tool Google Analytics vocabulary Interacting with reports Introduction to content analysis Practice with Google Analytics Access the Google Analytics Demo Account: https://analytics.google.com/analytics/web/demoaccount
What is Google Analytics? Collection, analysis, and presentation Tracking code collects user visits and interactions Data is analyzed and then presented in Google Analytics interface Google Analytics continually collects and updates reports with incoming data Google Analytics Process Browser presents a page to a visitor > view or interaction occurs > code executes > data is collected > data is sent to Google Analytics > data is presented in Google Analytics interface
Why use Google Analytics? Get to know your site users Understand users behaviour on your site Know your popular and unpopular content Track user flow through your site(s) Understand what content is driving traffic See where traffic originates Understand conversion rate Understand how social media drives traffic to your site Know where your users are located Know when users prefer to use your site
Using the data Data collection is not 100% accurate Collection errors, sampling issues, internal traffic inflation Think in terms of trends, not just absolute numbers Understand why you need the data What are you assessing? What are your goals?
Hierarchy of Google Analytics
Some Google Analytics vocabulary Pageviews Sessions Bounce rate Source / medium Referring traffic Direct traffic Organic search traffic Events Users Full list available in handout
Explore Google Analytics Take some time to explore. Try answering these questions: How many people are using the site right now? Of the current traffic, how many people came from Google? Where can you find data on your site content? Where can you find demographic data for your users? What s the most popular browser among your visitors? What is the account number (UA number) for the GA demo account? How many views does the GA demo account include?
Break - 10 minutes
Interacting with reports Reports are what Google Analytics calls the various sections along the left hand side of the page Reports allow you to drill down into various areas like content, demographics, and technology
Behaviour report Behaviour report tab is your content analysis Popular uses: Top pages Landing pages Exit pages Event tracking Site search Important area for content heavy websites
Use Google Analytics to compile data for the following scenarios 1. The UX team is performing cross browser testing on a beta version of this site. What are the top five most used browsers from Jan. 1, 2017 to today? 2. What products achieved sales of over $100,000 in Q3 (July-September)? 3. You re part of the team that s redesigning this website. You want to show the team the most popular content YTD. Pull a list of the top 25 pages from 2018. 4. The social media team wants to decrease time spent on supporting platforms that drive the least traffic to your site. What platform sent the least amount of traffic in 2018? a. LinkedIn b. Google+ c. Twitter 5. The Toronto office wants to increase usage amongst their team. Where does Canada rank in terms of visitors for 2018? How many users are from Toronto?
Building reports and/or dashboards Measurement plans are very important Set your report KPIs and goals advance Reports need to tell the audience something, takeaway must be actionable Understand audience needs Google Data Studio - easy and flexible dashboard and report creation
Questions? Feedback https://goo.gl/forms/eustsdvxywcqoywv2
Get in touch Lisa Gayhart User Experience Librarian and UX Lab Manager lisa.gayhart@utoronto.ca Check out the UX Lab in Robarts Library http://uoft.me/uxlab