Measuring Your Online Success

2. Measuring your online
success
Google Analytics
Matt Young

3. • 86% of businesses who use analytics,
use Google Analytics as their web
metrics software

4. • But a staggering 82% of them are using
Analytics incorrectly.
• (source: econsultancy)

6. How to start with Analytics
• Sign up – through Google Account
• Copy given code into each page of
your site

13. Google Analytics
• Google’s statistics package
• Tracks and records all data
• Data is held anonymously
• Measure, analyse, compare and
report

14. Orientation

15. Google Analytics
1. Who are your visitors?
(Audience)
2. How did they find your site?
3. What did they do when they
were on your site?

16. 1. Who are your visitors?
• Profile your Audience
(demographics)
1. Visitor Numbers
2. Their location
3. Type of connection
4. Type of browser
5. Mobile devices?
• Audience section

17. Visitor numbers on timeline
Timeframe

18. Compare to past
(+2 days)

19. Visitor numbers Table
• Visits
• Unique visitors
• Pages per visit
• Visit duration
• Bounce rate

20. What’s a bounce rate?
• Bounce Rate is % of single page visits
• measure of visit quality
• high Bounce Rate generally
indicates that site entrance (landing)
pages aren’t relevant to your visitors
• OR keyword phrases aren’t
optimised well enough

21. Add annotation

22. 1. Audience overview >
Visitor numbers

23. 2. Audience> Demographic> Location

24. dience> Demographic> Location> City

25. Type of
connection
4. Type of browser
Audience > Technology > Browsers & OS

26. How many mobile users?
Audience > Mobile >Overview

27. Mobile
Audience > mobile >devices & compare to last year…

28. Discussion
• Which audience figures will be good
KPIs for you?
– Monthly visits
– Bounce rate
– Time on site
– Pages per visit

29. • What’s your KPIs?
• Number of new visitors –
increasing
• Bounce rate – 20% - 50%
• Ave time on site 1mins – 2:50mins

30. Other things in Admin
• Add other users to access account
Admin >domain> users

31. Google Analytics
1. Who are your visitors?
2. How did they find your site?
3.What did they do when they
were on your site?

32. How did they find
your site?
Traffic Sources

33. 3 types of traffic

34. • Direct – www.yourname.co.uk
– People that know you
– Print marketing campaign (press/leaflet)
• Referral
– From other sites (back links)
– Email marketing campaign
– webmail
• Search
– Some people ALWAYS search
– Major search engines – Google, Bing,
Yahoo, AOL

35. Direct

36. Referral sites
webmail
Links from websites

37. Referrals
• Are those sites we pay for doing what
they should?
• Are email campaigns working?
• Where am I getting the best
backlinking?
• Social media indications

38. Search traffic
• What have people typed into Google
• People who know your brand
• People who don’t
• How can you find out?

39. • Audience > search >organic>
• Not ‘search engine optimization’

40. Keyword phrases
brand
Non brand

41. Excluding brand names

42. Add to dashboard
• Customize
• Email
• Export
• Add to dashboard
• Shortcut

43. Discussion
• What KPIs can I include from traffic
sources?
– % non brand related keywords and length
of time and bounce rate?
– % referrals

44. New Social tracking
• Identify high value networks and
content
• track on-site and off-site user
interaction with your content,
• tie it all back to your bottom line
revenue through goals and
conversions.

45. Social network referrals

47. Google Analytics
1. Who are your visitors?
2. How did they find your site?
3.What did they do when they
were on your site?

48. What did they do when they were
on your site?
• What page do they land
on?
• What’s your most popular
page?
• How long do they stay
on your site?
• What routes do they use?

49. Content overview

50. Top Landing pages
What page do they arrive on?
Content >site content >landing page

51. How long are they there?

52. Top exited pages

53. Content drilldown
• Look at visitor flow instead (audience)
• Don’t worry, we’re nearly done!

54. Visitor flow

55. Visitor flow - change variable
Social network

56. What routes do they use?
• In-Page analytics
• navigation summary – In
page analytics

57. Content > In Page analytics

59. Show colour

60. Discussion
• What KPI can I include for content?
– Increase landing pages for core content
– Issues of any exit pages?