Google analytics
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This document provides an overview of how to use Google Analytics to evaluate content on eXtension.org and enhance a content strategy. It outlines existing analytic reports, how to access eXtension's Google Analytics account, tools to find top performing content and referrals, and how to create advanced segments and optimize time. The take home message is to utilize analytics to inform future content development by looking at past performance, keywords, referrals, and correlating data to marketing outreach. Contact information is provided for help with using Google Analytics.
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Google analytics
- 1. Redefine, Rediscover, Re-energize Content Evaluation and Management Using Google Analytics Amy E. Hays - IRL Ben MacNeil - Virtual
- 2. Outline Existing analytic reports for Communities Google Analytics Finding your CoP Content GA Tools to Enhance your Content Strategy Putting it all Together
- 3. More than 80% of traffic to eXtension.org comes from outside sources
- 4. eXtension.org Analytic Reports http://pageanalytics.extension.org/ Customized aggregated data for CoPs
- 16. First things First… In order to access eXtensions Google Analytic account you need to: Join the WebAnalytics group in People Ben will then add you to the permissions http://www.extension.org/people/communities/205
- 37. Optimize Your Time – Create an Advanced Segment
- 41. DRAG “Page” to the “dimension or metric” area
- 45. 1 2
- 58. Take Home Message Utilize analytics to look at past performance Go beyond visits Look at keywords and top content Look at referrals Correlate to marketing and outreach Use for future content development
- 60. Contacts How to Use Goggle Analytics Ben MacNeill ben.macneill@extension.org North Carolina State University How to Use Google Analytics for CoP Planning Amy Hays ahays@tamu.edu Texas AgriLife Extension
Notas del editor
- Why would we consider looking at search engine data to evaluate our content? More than 80% of users come from sources outside eXtension, which leads us to want to know how and why people find our content.
- Review the report, explain how CoPs can read it and utilize it. 1.) Understand on a daily basis how of their pages are found or searched on in Goggle2.) Understand how much content is discovered on a weekly basis
- Often times the top finds may not be articles, but news or FAQ. Communities might want to search for articles and work on that aspect first.
- Notice a lot more articles are viewed right up front1.) Take an assessment of the top of the list 2.) What is it about these pages that might indicate CoI needs? 3.) For highly used FAQ’s do you have an related article? Why or Why not?
- We are now looking at pages viewed from any source. Sometimes you will find that it’s similar to “Pages viewed in Google Search” BUT, notice something – about ½ way down, there is an event. I recall this event. I sent this event around my networks. You can often figure out why or how something became viewed. Also, this tells you that people shared this link more than it was searched. Therefore, if you had a media campaign for this event, it appeared to work well.
- Notice a lot more articles are viewed right up front1.) Take an assessment of the top of the list 2.) What is it about these pages that might indicate CoI needs? 3.) For highly used FAQ’s do you have an related article? Why or Why not?
- Sign in with your eXtension ID
- Click on view report
- For this session, we are going to concentrating on a few places1.) Tools area2.) Time period areaSpecial note: Be aware that March is when the NEW search algorithm was activated (Panda) – therefore, be careful of timeperiod.
- Visit Content
- ALL content1.) for all eXtension.org2.) We want to start at “Top Content”
- Make sure to pay attention to the time period.
- We changed this now to a 3 month periodHowever, we are still looking at ALL CONTENT
- We want to filter the content to a single CoP1.) use the “resource tag” 2.) if there is a space in your resource tag, complete with an underscore *if you don’t know your CoP resource name, go to it on the public site
- You can look at any page by it’s details
- Sources of your traffic outside eXtension
- What were users looking for?
- You could even get more information if you really want to delve into the pages.
- Advanced Segments let you create directed reporting just for you CoP resource area.
- Test the segmentIf you like it, create the segment
- Go back to the dashboardNow you can change it to your unique segment
- Now, you can really begin to have some discussions….
- You may look for more information over a longer period Who is sending quite a few people to your site? Is this a potential partner? Make contact.
- Check statistics when you have a targeted marketing or media campaign. Can you see an impact from those efforts?