google analytics - advanced tuesday, december 7, 2010
TRANSCRIPT
Google Analytics - Advanced
Tuesday, December 7, 2010
Outline
•Goals
•Campaigns
•Segments
•Custom Reports
•Email Reports
•Intelligence
•Case Studies/Analyzing
Goals
“How you define success depends how you measure
success”
Why set up goals?
•Is your website successful?
•Fine tune design/content
•Focus resources
Possible goals
•Contact us
•RSVP to event
•Apply
•Donate
•Engagement
Goals in GA
•Metric that meets criteria
•Page view
•Time on site
•Pages per visit
Page View
•User visits a URL
•http://www.webproject.ualberta.ca/ContactUs.aspx
Time on site
•User spends specified amount of time on site
•> 2:00
•Understand how GA calculates time on page/site
Pages/Visit
•Specific number of pages a user must visit
•> 3
Possible goals
•Contact us URL
•RSVP to event URL
•Apply URL
•Donate URL
•Engagement Time on Site, Page/Visit
What goals will tell you
•Conversion rate
•Usability issues
•Important traffic sources/keywords
•What works: email, links, advertising, content
Setting up goals
Goal Reports
Conversion Rate
Campaigns
What is a campaign?
•Method to track traffic from multiple sources to your site (page)
Why use campaigns?
•See exactly where your traffic is coming from
•Compare results over time
•Test different content
•Learn how different mediums/content/sources contribute to goals
How it works
•Parameters attached to a URLhttp://www.ualberta.ca/?utm_source=homepage&utm_medium=web&utm_content=testing&utm_campaign=GASeminar
Parameters
•all use utm_paramName in the URL
•Source
•Medium
•Content
•Campaign Name
Source
•Source of traffic from this campaign. Examples: uofa homepage, email newsletter, poster.
Medium
•Medium used to get to site: email, web, print
Content
•Specific content of an ad, link, version of site. Content is valuable for segmenting and testing different messages – see which version of a call to action works better.
Campaign Name
•Name of campaign – if you are creating a campaign that will have many different links back to the website, the Campaign Name can be used to filter all the results.
Remember
•Campaign parameters are case sensitive
Setting up a campaign
Ingredients
•Plan your campaign
•Name (broad).... Content (fine)
•Google URL Builder
•http://bit.ly/GAUrlBuilder
•URL Shortening service
•bit.ly, tr.im, tinyurl.com
Create a campaign
•bit.ly/GAUrlBuilder
Campaign Reports
Segmenting
Why Segment
•Gain insight/understand traffic
•Understand trends
•Learn how pieces of your site compare and contribute
Examples
Custom Reports
Email Reports
Intelligence
Case Studies
Festival of Ideas
•Campaigns
•Goals
• Traffic Sources
•Custom Reports
Examples..
Goals
•Click “Purchase Tickets” button
•Overall & by Event
Campaign Name
•FestivalOfIdeas2010
Sources
•ualberta.ca
•Social Media
•Online advertising: Globe, Journal, Vue
•Word of Mouth
Mediums
•Web
Content
•Per tweet
•Per online ad
Reports
Public Health Sciences
•Goals
• Funnels
• Landing Pages
• Bounce Rate
• Segmentation
•Optimization
Examples...
Disclaimer...
Goals
•Preliminary Applications
•MSc
•PhD
Reports