GOOGLE ANALYTICS HELP PRESENTATION We Welcome You to Google Analytics Implementation Guidelines 05/23/2008 Ashi Avalon - Google Analytics Implementation Presentation Page 1 of 28
1) What Is Google Analytics? Google Analytics is a next generation Web Analytics tool that shows you how people visit, navigate, browse your website and how they can become your customers. Google Analytics will help you track and analyze your website visitors. Google Analytics is a powerful web analytics tool to improve your website s ROI (Return on Investment), increase customer conversions and analyze your customers browsing habits & patterns. Google Analytics is very easy and offers very sophisticated reporting and powerful online tracking reports. 05/23/2008 Ashi Avalon - Google Analytics Implementation Presentation Page 2 of 28
2) Why Should You Use Google Analytics? Google Analytics helps you in tracking your Website s traffic and allows you to receive in-depth reports on your Website visitors behavior. Google Analytics tells you how visitors found your site and how they interact with it. You should use Google Analytics for its valuable features and benefits. Features of Google Analytics You can customize your Google Analytics Dashboard as per your requirements and you can email this Dashboard to anyone. You can schedule or send ad-hoc personalized report emails that contain exactly the information you want to share. You can find out where your visitors come from and identify your most lucrative geographic markets. You can track and compare all your ads, email newsletters, affiliate campaigns, referrals, paid links and keywords on Google and other search engines. You can add goals and funnels for your Website. Benefits of Google Analytics Very simple to learn & use. No download or installation required. Offers web tracking results in very simple and understandable reports. New visitors & returning visitor s statistics. Helps you in improving your website s ROI (Return on Investment), increase customer conversions and analyze your customers browsing habits & patterns. Set up goals and funnels to determine how many customers visit & register and what products & e-catalogs they view & search on your website. You can focus your marketing resources and optimize your marketing strategies to achieve the best returns (ROI) from your Website. 05/23/2008 Ashi Avalon - Google Analytics Implementation Presentation Page 3 of 28
3) How To Get Started With Google Analytics? We have already integrated your Website with Google Analytics and scheduled Email reports. These reports will give your Website s Usage Summary, Visitors Overview, Content Overview, Traffic Sources Overview and Map Overlay of the USA & your State in PDF format. If you want to have more detailed reports on above issues, you can go to www.google.com/analytics and enter your Gmail Id login details, provided by Ashi Avalon. You can also open your Google Analytics account through your Gmail Inbox (for Gmail Id provided by Ashi Avalon). 05/23/2008 Ashi Avalon - Google Analytics Implementation Presentation Page 4 of 28
4) Google Analytics Analytics Settings When you log in to Google Analytics, the first page opens containing Analytics Settings Dashboard where you can find your Website Profile in a tabular format. This dashboard is your gateway to creating and managing your profiles, controlling access to those profiles and setting filters. The top menu bar of the Analytics Settings dashboard has two basic choices: Analytics Settings and View Reports. Website Profiles part lists your domain name along with options to view your reports and edit your settings. You can manage multiple website profiles through a single Google Analytics account. You can manage the following right below the Website Profile section: Add Website Profile You can track your other websites by adding them to your Website Profiles. Access Manager Google Analytics allows you to give access to your staff members such as your IT Manager or Administrator to view Analytics Reports and manage your Analytics account. Filter Manager Filters are applied to the information coming into your account, to manipulate the final data in order to provide accurate reports. These filters can be set up to exclude visits from particular IP addresses, to report only on a sub-domain or directory, or to take dynamic page URLs and convert them into readable text strings. 05/23/2008 Ashi Avalon - Google Analytics Implementation Presentation Page 5 of 28
5) Google Analytics Analytics Settings Profile Settings On clicking the Edit option available in the Website Profile s Settings, a Profile Settings page appears for your Website which consists of a set of rules that define the reports that you see. This page is divided into the following four part: Main Website Profile Information This section shows your Website Profile Information like Website URL, Country and Time Zone etc. Conversion Goals & Funnels This section shows your Website Goals and Funnels added against these goals. Filters Applied to Profile This section covers your Website Filters. Users with Access to Profile This section displays Users which includes Administrator as well as other defined Users for your Google Analytics Account. Account Administrators have access to all reports and profiles available in your account. 05/23/2008 Ashi Avalon - Google Analytics Implementation Presentation Page 6 of 28
6) Google Analytics Analytics Settings Profile Settings Goal Settings (Part 1) A goal is a website page which a visitor reaches once they have completed a desired action, such as a registration or adding an item to wish list. You can specify 4 conversion goals and define the funnel pages leading up to each goal. Goal Setting helps you in analyzing your business growth and success of your website in usage as well as monetary terms. How Can I Setup Goals? To set up a new goal, click on the Edit link available in Settings column of Conversion Goals and Funnel against a Goal which is not configured. This will take you to the Goal Settings page. Enter Goal Information Now you need to enter following Goal Information Active Goal You can select the suitable option (On or Off) to activate or deactivate a Goal. Match Type You can select suitable Match Type for your Goal URL from the drop down menu to Exact Match, Head Match or Regular Expression Match. Goal URL In this field, you need to type the Page URL that you want to set up as goal. You can also copy and paste the URL of the goal page from your browsers address bar. Goal Name You can define a name to your goal for easy recognition in your Analytics Reports. We recommend that you type in a name that best describes the objectives of your goal. Case Sensitive On checking this checkbox, your goal will become case sensitive. Goal Value (Optional) You can define a value for your goal. This value will provide a physical or monetary dimension to your goal for easy assessment of the goal achievement. Finally click on the Save Changes button. You can also edit / modify your pre-defined goal by clicking Edit link against your existing goal. Currently Google Analytics allows you to assign a maximum of 4 goals. 05/23/2008 Ashi Avalon - Google Analytics Implementation Presentation Page 7 of 28
6) Google Analytics Analytics Settings Profile Settings Goal Settings (Part 2) To utilize the Goals feature effectively, you must define a Funnel. A Funnel is sequence of pages that a visitor must navigate before he reaches a Goal. A Funnel represents the path that you expect visitors to take on their way to converting to the goal. Funnels will help you analyze, where your visitors drops out during the conversion process. How Can I Define Funnels? Just below the Enter Goal Information panel on the Goal Settings page, you can define Funnels for that particular Goal which is defined above. Define Funnel (Optional) However it is not mandatory to define Funnels for each Goal but it is recommended to completely exploit the Goal functionality. In the Define Funnel panel, you need to enter the URLs of different pages in the text boxes labeled Step1, Step2 and so on along with name, in the sequence, in which the visitor must navigate them to reach the goal URL. You need to remember that URL should not contain the domain name (e.g. For a step page "http://www.mysite.com/step1.html" enter "/step1.html"). Currently Google Analytics allows you to enter a maximum of 10 URLs of your website pages in a single Funnel definition. Finally click on the Save Changes button. 05/23/2008 Ashi Avalon - Google Analytics Implementation Presentation Page 8 of 28
7) Google Analytics Analytics Settings Profile Settings Add Filter To Profile Google Analytics enables you to apply filters to your website profiles, to include or exclude visits from a particular IP Address, a particular Domain, or to include traffic only to a subdirectory. How Can I Add Filter? You can apply filters for your Website by clicking Add Filter link available on Profile Settings page. This will take you to the Add Filter to Profile page. Add Filter To Profile While adding a new Filter for Profile, you need to type Filter Name and select suitable Filter Type from the dropdown. Filter Type dropdown contains following options: Exclude all traffic from a domain, Exclude all traffic from an IP address, Include only traffic to a subdirectory and Custom filter. You also need to enter your domain name in the Domain field. Finally click on the Finish button. 05/23/2008 Ashi Avalon - Google Analytics Implementation Presentation Page 9 of 28
8) Google Analytics View Reports To view the Analytics Reports, click on the View Reports link. If you have just one website profile, you will be taken to the Dashboard (Reports Page). However, if you are managing more than one website in your profile then you will have to select a particular website profile from a drop-down list. You can also click on the View Reports link available in Website Profile s Reports column. 05/23/2008 Ashi Avalon - Google Analytics Implementation Presentation Page 10 of 28
9) Google Analytics Dashboard On pressing View Reports link, you will be redirected to Dashboard where you can view reports and update your Email Settings. This Dashboard is your customizable collection of report summaries in the easy to understand interface. The Dashboard can serve not only as a key performance indicator (KPI) display, but also as a custom navigation menu that allows you to find information quickly. 05/23/2008 Ashi Avalon - Google Analytics Implementation Presentation Page 11 of 28
10) Google Analytics Dashboard Reports Google Analytics Dashboard is customizable and you can add/delete various reports to your Dashboard. In addition you can customize the graph to show different data pertaining to the Visits, Page Views, Pages/Visit, Average Time on Website, Bounce Rate or % New Visits. You can also set the graph mode to relate to One Metric, Compare 2 Metrics or Compare to the Website Average, use multiline graph feature to compare data for two different time intervals or against the website average. The Dashboard also gives you the facility to Export or Email the dashboard report in PDF, XML, CSV or TSV format. We have already integrated your Website with Google Analytics and scheduled reports in PDF Format for Daily, Weekly, Monthly and Quarterly Period in your following Email accounts: Admin@mydomainname.com Your Personal Email Id (provided by you) You will get these predefined reports for a specific time period which is always displayed on the Email Subject as well as the Top of the Report. All reports in Google Analytics are organized under 4 different categories namely Visitors, Traffic Sources, Content and Goals. The left pane on the dashboard provides links to these report categories. Clicking on any of these links, displays links to all the sub-categories and reports in that category. Your Dashboard will give following reports for your Website: Visits & Site Usage Content Drilldown Content Overview Traffic Sources Overview Map Overlay US Map Overlay Your State Map Overlay Adjacent States New Vs. Returning Visitors Visits For all Visitors Time on Site for all Visitors Pageviews For all Visitors First two pages of your Email Report shows summary report for above mentioned reports where data are in a summarized manner but still very informative. The later pages of your Email Report show these reports in a detailed manner. To add a report to this dashboard, first navigate to the report and then click "Add to Dashboard" at top left (directly below the report title). Change the position of reports in the Dashboard by clicking and dragging them. To remove a report summary from the Dashboard, click "remove" on the report summary. Click "view report" on the report summary to navigate to the full report. Please note you cannot drill down into the Google Analytics PDF Report that is emailed to you this functionality is only available online inside your Google Analytics Dashboard. Google Analytics will help you in analyzing your website visitors browsing patterns & habits and help you in allocating your marketing resources in an optimal manner. 05/23/2008 Ashi Avalon - Google Analytics Implementation Presentation Page 12 of 28
11) Google Analytics Dashboard Reports Content Drilldown One of the most important elements of any website is the content of that site. The Content Drilldown report shows how each of your pages performs. For every page that you are shown in this report, there is a set of measurement that includes the unique views and pages, the average time spent on the page, the percent of visitors who exited from that page and the value of pages that are commonly visited before a high-value conversion during that visit. You can also click each page title to see more detailed information about the visits to that page. This report helps to determine which pages need to be changed or updated and which pages work well. 05/23/2008 Ashi Avalon - Google Analytics Implementation Presentation Page 13 of 28
12) Google Analytics Dashboard Reports Content Overview The Content Overview report is an overall look at your different content metrics. The report gives you a quick glance at the number of page views, unique views and the bounce rate. The Top Content part of this report shows the most visited pages on your site. In addition to the basic information that s included on this report, you can also click the links under page views and Top Content to dig deeper into these reports. The links on the right side of the page may be of special interest. These links take you deeper into the data that available about your content and different segmentation views. Each report is unique and offers a different view of the content data that has been collected. 05/23/2008 Ashi Avalon - Google Analytics Implementation Presentation Page 14 of 28
13) Google Analytics Dashboard Reports Traffic Sources Overview It s important to know where your website traffic originates because this helps you to know where to target your marketing efforts. The analytics contained on this report are all just quick overviews of the other reports in this section. However, you can click any of the links to be taken to a full view of that report. This report gives you detailed information about the various sources of traffic to your Website. It shows the source from where you are getting the maximum visitors traffic on your website and also breaks up the entire visitor s traffic on the basis of whether it is generated from a referring site, search engine or direct URL. Direct Traffic is visits from people who clicked a bookmark to come to your site or who typed your site URL directly into their browser. Referring Sites shows visits from people who clicked to your site from another site whereas Search Engines shows visits from people who clicked to your site from a search engine result page. This report will also let you know what keywords, your visitors are using and which keywords are the favorite ones among them. 05/23/2008 Ashi Avalon - Google Analytics Implementation Presentation Page 15 of 28
14) Google Analytics Dashboard Reports Map Overlay (Part 1) This report shows you where your visitors are located geographically along with the information relative to site usage and goal conversions. There are several ways to dig deeper into the Map Overlay report up to the City level. Map Overlay helps you in visualizing volume (visits, pageviews) and quality (pageviews per visit, conversion rates, etc) metrics by geographic region. Your Email report includes following Map Overlay report: Map Overlay Country/Territory Detail (USA) This report will display a colored map of the USA and will show state-wise visit data and other relevant information. 05/23/2008 Ashi Avalon - Google Analytics Implementation Presentation Page 16 of 28
14) Google Analytics Dashboard Reports Map Overlay (Part 2) Map Overlay State Detail (Your State) This report will display the colored map for your State and will show city-wise visit data and other relevant information. Map Overlay State Detail (Adjacent States) This report will display the colored map of some of the adjacent States of your State and will show city-wise visit data and other relevant information. 05/23/2008 Ashi Avalon - Google Analytics Implementation Presentation Page 17 of 28
15) Google Analytics Dashboard Reports Visitors Overview New Vs. Returning Visitors The New Vs. Returning Report shows quickly tell you what portion of your visitors is new to your site and what portion is returning. This report will let you know how popular and successful your website is among your visitors. A large number of Returning visitors imply that your website is your visitor s favorite one, while a large number of new visitors imply that your website is gaining popularity. However, this information is set according to the cookies that are placed on a user s hard drive, so if they don t allow cookies, or they have cleaned out their cookies, that could impact the way the user is counted in each category of visitors. This report shows you how the number of new and returning visitors to your site in the context of Site Usage, Goal Conversions and E-Commerce, just as the Map Overlay did. 05/23/2008 Ashi Avalon - Google Analytics Implementation Presentation Page 18 of 28
16) Google Analytics Dashboard Reports Visitors Overview Visitors Trending Visits For All Visitors Visitors Overview offers reports on Visitors Trending. Visits For All Visitors Report shows you bar graphs that represent the number of visitors to your site on a given day. By default, you are shown a month s worth of visits. This report gives you a quick overview of the traffic on your site for the defined time period. 05/23/2008 Ashi Avalon - Google Analytics Implementation Presentation Page 19 of 28
17) Google Analytics Dashboard Reports Visitors Overview Visitors Trending Time On Site For All Visitors This report shows the average time spent by the visitors on your site. By default the report displays data date-wise; however you can also view it hour-wise. 05/23/2008 Ashi Avalon - Google Analytics Implementation Presentation Page 20 of 28
18) Google Analytics Dashboard Reports Visitors Overview Visitors Trending Pageviews For All Visitors The number of page views on your site is how many pages a visitor actually clicked when visiting your site. For Example, if one person visits your website that counts as one visit. However, while visiting, that person might look at five different pages at your site. Those are page views. The Page Views Report shows you how many pages your visitors viewed while they were on your site. By default the report displays data date-wise; however you can also view it hour-wise. 05/23/2008 Ashi Avalon - Google Analytics Implementation Presentation Page 21 of 28
19) Google Analytics Report Categories All the reports in Google Analytics are organized under 4 different categories namely Visitors, Traffic Sources, Content and Goals. We have already explained few of them which appear on your Dashboard whereas you can also view and analyze many more important reports by visiting Google Analytics Account. You Google Analytics Account s left pane on the dashboard provides links to these report categories. On clicking on any of the available link, displays links to all the sub categories and reports in that category. Visitors To see reports in this Category, click on the Visitors link in the left pane. This will unveil links to various sub-reports in this category. By default the Visitors Overview page will be displayed to you, which shows the summary of all the reports in this category. Visitors Overview provides details about number of visits to your Website in a specific period of time. This report also displays information about Absolute Unique Visitors, Pageviews, Average Pageviews, Time on Site, Bounce Rate, New Visits etc along with Technical Details of the visits. This report helps you in analyzing, how many people came to your site and how extensively they interacted with the contents of your website. If you view this report online then you can also find Visitor Segmentation section which includes Visitors Profile, Browser Profile and Map Overlay. Traffic Sources To see reports in this Category, click on the Traffic Sources link in the left pane. This will unveil links to various sub-reports in this category. By default the Traffic Sources Overview page will be displayed to you, which shows the summary of all the reports in this category. Traffic Source Report allows you to understand the source of your website traffic Direct, Referral or through Search Engines. This section also allows you to monitor results against Keywords, Ad Words, Campaigns etc. Contents To see reports in this Category, click on the Content link in the left pane. This will unveil links to various sub-reports in this category. By default the Content Overview page will be displayed to you, which shows the summary of all the reports in this category. The Content Reports helps you in analyzing whether your website content is proper for your user or not. The visitors behavior recorded in these reports reveals whether they like your website content or not. The Content section shows reports on Top Content, Content by Title, Content Drilldown, Top Landing Pages, Top Exit pages, Site Overlay and Site Search. Goals The Goals section of Google Analytics may prove elusive to you. If you don t see a Goals section in your report menu, it s because you have not yet set up your goals. Once you set up the first goal, the Goals section becomes visible and available. To see reports you need to click on the Goals link in the left pane. This will unveil links to various sub-reports in this category. By default the Goals Overview page will be displayed to you, which shows the summary of all the reports in this category. Goals Reports help you in analyzing goal tracking and conversions. Goal section shows reports on Total Conversions, Goal Conversion Rate, Goal Verification, Reverse Goal Path, Goal Value, Abandoned Funnels and Funnel Visualization. 05/23/2008 Ashi Avalon - Google Analytics Implementation Presentation Page 22 of 28
20) Google Analytics Common Report Features Google Analytics provides you some very useful features that are common to all the reports; however availability of these features is subjected to their relevance with the report. Below are explained some of these features are Export This feature allows you to export the currently displayed report to your computer either in the PDF or XML format. You can find the Export tab at the top of each report page. This feature is available on all the reports. Email The functionality provided by the Email tab has been explained in detail in the How Do I Email My Reports section below. You can find the Email tab at the top of each report page. This feature is available on all the reports. Add to Dashboard - This tab allows you to add the currently displayed report to the dashboard. You can find the Add to Dashboard tab at the top of each report page. This feature is available on all the reports. Views It enables you to see your report in different views available. This feature is subject to the relevance with the report data. Segment This feature allows you to filter your report data on the basis of the different factors available in the Segment drop down list box. This feature is subject with the relevance with the report data. Find Source This feature allows you to include or exclude data matching the phrase specified in the text box in your reports. This feature is subject to the relevance with the report data. Go To This feature allows you to move to a particular row in the currently displayed report, as specified by you in the text box. This feature is subject to the relevance with the report data. Show Rows This functionality gives you the flexibility to see the amount of data in terms of number of rows in the currently displayed report, as specified by you in the text box. This feature is subject to the relevance with the report data. 05/23/2008 Ashi Avalon - Google Analytics Implementation Presentation Page 23 of 28
21) Google Analytics Email Settings Google Analytics provides you options to Email your reports. To email the report, Click on the Email tab provided at the top of each individual report page. However, we have already scheduled your Google Analytics Dashboard Reports in PDF Format for Daily, Weekly, Monthly and Quarterly Period in your following Email accounts: Admin@mydomainname.com Your Personal Email Id (provided by you) By using these reports, you can focus your marketing resources and optimize your marketing strategies to achieve the best returns (ROI) from your Website. Google Analytics will help you in analyzing your website visitors browsing patterns & habits and help you in allocating your marketing resources in an optimal manner. You can also modify Email Settings of your Google Analytics Dashboard Report. To modify scheduling of your reports, you need to click on the Email link available at the left pane of Settings Section. On clicking, you will get option to manage scheduled emails. You can edit your email schedule by clicking links available for each report. 05/23/2008 Ashi Avalon - Google Analytics Implementation Presentation Page 24 of 28
22) Google Analytics Edit Scheduled Email Google Analytics provides you options to Email your reports. To email the report, Click on the Email tab provided at the top of each individual report page. On clicking any of the available options at Manage Scheduled Email, you get an option to edit scheduling of that particular report. Here you can add new email ids or remove existing email ids, you can also edit your email subject as well as you can add your comments along with your reports. You can also change the format and date range of your report. After editing, you need to Save the changes. 05/23/2008 Ashi Avalon - Google Analytics Implementation Presentation Page 25 of 28
23) The Promotion of Your Website Please keep in mind that the visitors & traffic that your website will generate will be directly reflected by the marketing resources that you allocate in promoting your website and your store. The Promotion of Your Website should be an important and integral part of your marketing strategy. We suggest that you integrate your website's URL into your overall business plan and follow some of the suggestions below to promote your new website: Include your new website URL on each of your company's documents such as business cards, letterheads, invoices & receipts, certificates, and packaging. Mention your new website URL in all your marketing channels such as flyers & brochures, Radio & TV commercials, newspaper and magazine advertisements, statement stuffers, postcards, billboards and newsletters. Send a postcard to your existing customer list informing them about the launch of your new website and asking them to create an account and browse your collection. Offer a discount to every customer that opens an account on your new website, and or comes to your store with a printout of a style from your website that they would like to purchase from your store. Get the email address of every customer that comes into your store, and or provide a computer at your store enabling them to open an account on your new website. Issue a press release to your local newspapers and other media providers to promote your new website. Promoting your website is an ongoing process and should be an integral part of your marketing strategy. In time it will become the most cost effective way for you to drive traffic to your store and generate sales. Among the different channels of marketing, your website will yield you the highest return on your investment (ROI) at the lowest cost. 05/23/2008 Ashi Avalon - Google Analytics Implementation Presentation Page 26 of 28
24) Google Analytics Google Analytics Tour For More Help Please visit the below link to learn more about Google Analytics > http://64.233.179.110/analytics/tour/index_en-us.html 05/23/2008 Ashi Avalon - Google Analytics Implementation Presentation Page 27 of 28
In case of any queries, Please feel free to contact us at the email given below: ASHI-ECOMMERCE@googlegroups.com Thank You! 05/23/2008 Ashi Avalon - Google Analytics Implementation Presentation Page 28 of 28