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Google Analytics
Vazi Okhandiar, MBA, PMPVazi.Okhandiar@SCORE114.org
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What is Online Marketing?
Online marketing, also referred to as internet-marketing, web-marketing, Search Engine Marketing (SEM) or e-Marketing, is the marketing of products or services over the Internet. - Wikipedia
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What is Web Analytics?
• Web analytics is a collection, analysis and reporting of internet data for the purpose of understanding and optimizing web usage.
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Google Analytics
Google Analytics can be used for •Where your website visitors coming from?•How long do they stay on your site?•What are they looking at?•Which Keyword/phrases are they using?•Predicting what’s likely to occur in the future? •Understanding customer behavior•Improve allocation of company resources•Investing intelligently in marketing campaigns
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Google Analytics Tool
• Setting up Google Analytics• Understanding how Google Analytics works• Introduction to Google Dashboard
– Key Performance Index (KPI)– Monitoring Adsense– Setting an Alert– Customizing Report
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Part 1: Register Your Site with Google Analytics
Step 1:Go to www.google.com/analytics and click on “Access Analytics” once the account is created.
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Part 1: Register Your Site with Google Analytics
Step 2: Login using Google Account and Click on “Add a new Profile”
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Part 1: Register Your Site with Google Analytics
Step 3: Copy the HTML/JavaScript code (Tracking Code) that is generated by Google Analytics
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Part 1: Register Your Site with Google Analytics
Step 4: Paste the tracking code (HTML/JavaScript) provided by the Google Analytics before the </body> tag on all the web pages that needs to be monitored.
<script type="text/javascript"> var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www."); document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E")); </script> <script type="text/javascript"> try{ var pageTracker = _gat._getTracker("UA-xxxxxx-x"); pageTracker._trackPageview(); } catch(err) {}</script>
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Understanding HTML Page
<html><head>….</head> ---------------------------------------------------------- <body> <! -- HTML to display content of a page--> : :
</body></html>
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Part 2: How does Google Analytics Work?
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How does Google Analytics Work?
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Note
• Google Analytics should be used for trend analysis rather than exact number
• The users should have – JavaScript turned on their browser– Accept cookies to identify returning customer.
December 2009: 233,848,493 websitessource: http://hottopicsonline.info/internet/how-many-websites-are-there
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Status changes from to when
Google Analytics starts gathering information on the website.
Go to www.google.com/analytics and log in.
Part 3: Tracking the visitor – After Activation
Website Profile
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Google Analytics - Dashboard
Report Navigation
Settings
Help
Help
Calendar selection
Export (PDF, XML, CVS, PDF)
Traffic Source
Visitors Trend
Site Usage Information
Map Overlay
Content Overview
Visitors Overview
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All Traffic Sources• All Traffic Sources
– Source– Medium– Campaign– Keyword– Ad Content– Visitor Type– Landing Page
Geographic Language Continent Sub Continent
Region Country/Territory Region City
Browser Browser Operating System Screen Colors Screen Resolution Flash Version Java Support
Network Service Provider Hostname Connection Speed
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Google Analytics: Key Performance Index (KPI)
• Visitors Analysis– New vs Returning visitor– Local vs International visitor– Average number of page view per visitor– Average Time spent on the site– Average Bounce Rate
• Traffic Analysis– Direct vs Indirect Traffic– Referring Site
• Keyword Analysis– keywords and phrases used by visitors– Landing page based on the keyword
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Visitors: Overview
Note: 30% of Visitors visit a website for research
Visitors Analysis•New vs. Returning visitor •Average number of pageviews per visitor •Average Time spent on the site •Average Bounce Rate
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Visitors: Map Overlay
Local vs. International visitor
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Keywords
Keyword Analysis•Keywords used to find the site•Average time spent on the site•Bounce Rate
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Top Landing Page
What are the Top Landing Page?What is the Bounce Rate on these pages?
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Exit PagesWhen are visitor exiting the pages?Why are people exiting from those pages?
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Overlay
Use overlay to view the most & least visited pages.
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Monitoring Adsense
• Content>Adsense>Overview
•Unique visitors •Visitor Language •AdSense revenue generated •AdSense CTR (Click Through Rate)
•AdSense eCPM (effective cost per thousand impressions)
•AdSense Unit Impressions •AdSense Unit Impressions/Visit •AdSense Page Impressions •AdSense Page Impressions/ Visit
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Setup An Alert
You can setup Daily/Weekly/Monthly to receive report
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Customized Reporting
DashboardsYou can put all the information you need on a custom dashboard & you can email to others.
Data ExportYou can export your data directly from the Google Analytics interface into Excel, CSV, PDF and tab delimited files.
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Regularly Monitor your KPIs KPIs Jan Feb … Dec
Visits
Absolute Unique Visitors
Page Views
Av Page view
Time on Site
Bounce Rate
New Visits
Local visitors
International Visitors
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Summary
1. Know your business2. Identify your keywords.3. Develop content around your keywords.4. Add Google Tracking code to all your pages
and content you want to track.5. Analyze Google Analytics Report on regular
basis.6. Fine-tune your web content based on the
analysis.
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