Google Analytics 101 Class Description: Geared towards SpinMedia employees who are new to Google Analytics or looking for a refresher in the basics. In this course, we focus on providing you with a broad introduction to the terminologies, reports and insights that Google Analytics can generate. Who are your visitors, how did they get to your site, what did they do while they were there, how can this help you w/ your day to day? Agenda: * What is web analytics? * Important terms * Report groups * Audience: who are my visitors? * Acquisition: how did they get there? * Behavior: what did they do? * Conversions: why do they stay? Have a lot of page views? * Real Life Examples from Spin Media sites Who should attend: Content producers / managers, sales / marketing and anyone who wants to learn more about how we currently look at our data.

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2. ME IN A NUTSHELL
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10+ Years Online Marketing
E-commerce, Lead Generation & Content Creators
Spin Media since May 2013
Currently working on:
• Getting more insights from our analytics
• Report automation (revenue & performance)
• Contact me!
• charlene@spinmedia.com
• @charleneiniguez
• Hipchat: Charlene Dipaola
• Skype: charleneiniguez
• Gchat: charleneiniguez
• http://www.linkedin.com/in/charleneiniguez
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@charleneiniguez

3. TELL ME ABOUT YOU?
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Editorial | EIC
Branded Entertainment
Audience Development
Front | Back End Developer
Integrated Marketing
Designer
Sales
Video
@charleneiniguez

4. WHAT IS WEB ANALYTICS?
1. The analysis of QUALITATIVE & QUANTITATIVE data from your website and the
competition
2. To drive continual IMPROVEMENT of the online experience that your
customers, and potential customers have,
3. Which translates into your DESIRED OUTCOMES
Avinash Kaushik
http://www.kaushik.net/avinash/rethink-web-analytics-introducing-web-analytics-20/
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@charleneiniguez

5. CONTENT IS KING
CONTEXT
Spin.com traffic is up in 2013
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@charleneiniguez

6. CONTEXT IS KING
How did Spin.com grow traffic in 2013?
• SEO | Direct Traffic
• Audience Development efforts
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@charleneiniguez

7. NEED TO KNOW TERMS
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UNIQUE VISITOR | VISITOR
• Unique user, does not expire unless you delete your cookies
• Depending on the set time range
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VISITS
• Unique session
• 30 minutes of inactivity
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PAGEVIEWS
• Unique pages visited
• A refresh is a pageview
• Coming back to the same page is another pageview
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@charleneiniguez

8. ALMOST DONE – PROMISE!
TIME
ACTIVITY
9:00am
User lands on thefrisky.com
homepage
9:05am
Clicks on weekly horoscope
email
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Clicks back to Dating Don’t’s
article via google
11:30am
PAGEVIEW
Leaves thefrisky.com
9:30am
VISITS
Clicks on the carousel article
about “6 Tips for Managing The
1st Ex Run-in”
9:10am
UV
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Additional Documentation https://support.google.com/analytics/answer/1257084?hl=en
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@charleneiniguez

9. AUDIENCE: WHO ARE MY
VISITORS?
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Geography – language, location
Behavior – new users, returning users, length of stay | engagement
Technology – browser, OS, network, hostname
Mobile – device type, mobile devices, mobile device branding , service
provider, mobile input selector, mobile OS
Custom Variables – Spin Media defined segmentation (page type, test pool,
authors, primary tags, published date)
Visitor Flow
• What pages do people in the US go to more frequently?
• What pages do mobile traffic visit?
Demographics - TBD
@charleneiniguez

10. ACQUISITON: HOW DID THEY
GET THERE?
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Channels – Default or Spin Media defined grouping
Source – i.e. google, yahoo, bing
Medium – i.e. organic
Campaign – spin media defined UTM tags
Social Media Efforts – social network traffic, likes, tweets etc.
Search Engine Optimization (Webmaster Tools Synch)
@charleneiniguez

11. BEHAVIOR: WHAT DID THEY
DO?
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Behavior Flow
Site Content – what pages did they visit, what pages did they land, where do
they exit
Site Speed – page timings, speed suggestions
Site Search – TBD
Custom Events – track clicks (ex. Spin)
Experiments
In Page Analytics
@charleneiniguez

12. BEST | WORST | BOTH |
NEITHER
• Used article titles in 2013 to get to the
PageViews
Avg Time On page
Bounce Rate
breakdown
2013
64,531,005
0:01:03
71.92%
25,374,700
0:00:30
49.45%
• Best
Articles w/ “Worst” in title get longer time on
Worst
572,852
0:01:11
62.43%
page,
Best & Worst higher bounce rate
884,621
0:00:46
41.72%
Neither
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37,698,832
0:01:41
73.95%

13. CONVERSIONS: CUSTOM
GOALS
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Site w/ Test Goals Set: Stereogum
Pages / Visit
1. High: 5 or more
2. Low: 3 or more
3. Site Avg.(Oct 2013): 2.57
Time On Site
1. High: 4 Min, 30 sec
2. Low: 2 Min, 30 sec
3. Site Avg. (Oct 2013): 2 Min, 11 sec
Video Played 25% | 100%
@charleneiniguez

14. THE DOG ATE MY HOMEWORK
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Digital Analytics Fundamental Course – Google
https://analyticsacademy.withgoogle.com/course
Google Analytics Training & Certification Resources
http://www.google.com/analytics/learn/
Top Google Analytics Blogs
• http://cutroni.com/blog/
• http://analytics.blogspot.com/
@charleneiniguez

15. PLEASE HELP THE PHILIPPINES
http://worldnews.nbcnews.com/_news/2013/11/09/21386694-how-to-helporganizations-offering-relief-to-typhoon-haiyan-survivors
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@charleneiniguez

16. QUESTIONS?
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@charleneiniguez