WEB ANALYTICS &
BEYOND…
BY: PRASUN KUMAR ROUTH.

WHAT IS WEB ANALYTICS?
 Web Analytics is a technique that you can
employ to collect, measure, report, and analyze
your website data.
 It is normally carried out to analyze the
performance of a website and optimize its web
usage
 Web Analytics is an indispensable technique for
all those people who run their business online.

 To understand what is working
 To improve one’s results
 To justify and encourage investment
 To fix things that are not working
 To calculate one’s value
 To dominate one’s niche
WHY MEASURE THE WEB?

WEB ANALYTICS LANDSCAPE : VENDOR WAR

Then came along Google & Put a lot of it’s
competitors out of business because it’s:
 Free!
 Easy!
 Powerful!
 Awesome!
Over 86% of Market Share worldwide
belongs to Google.
THE GOOGLE BOOM

Google Analytics takes minutes to learn but years to master.
Objectives of today’s study to get started with Google Analytics:
 Creating a Google Analytics Account
 Placing Google Analytics on one’s Website
 Obtaining Clean Data on one’s Website
 Setting goals for one’s Website
 Analyzing Content Performance
 Tracking SEO Results in Google Analytics
 Tracking Social Media Activity on one’s Website
 Creating Custom Dashboard for the Business
 What else can you do with Google Analytics?
WHAT WILL YOU LEARN?

CREATING A GOOGLE ANALYTICS
ACCOUNT

ACCOUNT CREATION

ACCOUNT PAGE : OVERVIEW

GETTING THE RIGHT CODE FOR ONE’S WEBSITE
NOTE: CHOOSE UNIVERSAL ANALYTICS FOR NEW WEBSITE & CHOOSE CLASSIC ANALYTICS FOR EXISTING
WEBSITE
1
3
2

Recommended
Benchmark
other Sites
Recommended
RECOMMENDED & OPTIONAL SETTINGS

CODE GENERATION
A code is generated
under a particular
Tracking id which is
generally suggested to
be copied & pasted in a
text file for future
reference so that it was
used in the future to be
embedded in the coding
page of one’s website for
further tracking of the
different parameters &
hence judging the
performance.

PLACING GOOGLE ANALYTICS
ON ONE’S WEBSITE

TWO METHODS OF ADDING GOOGLE ANALYTICS
One can put the code
in his/her Site template
Use Google Tag
Manager to add code
to the Site

ADD CODE TO ONE’S TEMPLATE FILE
Add to the
HEADER
file for
each
page

USE GOOGLE TAG MANAGER
Google Tag
Manager is a free
tool that allows
one to manage
and deploy
marketing tags
(snippets of code
or tracking pixels)
on a website (or
mobile app)
without having to
modify the code.

GETTING CLEAN DATA ON ONE’S
WEBSITE

How you
think your
actual
Traffic
looks like
What
you
think
about
your
Traffic
DON’T BE FOOLED BY YOUR TRAFFIC
Your
actual
Traffic
“Stop tracking Yourself
& start tracking your
IP”

DISCOVER YOUR IP
Apart from Google search you can also Discover your IP Address from the website:
https://www.whatismyip.com

FILTER YOUR IP IN GOOGLE ANALYTICS

ENTER YOUR IP IN GOOGLE ANALYTICS
1. Create a New Filter
2. Put a name to track the
filter
3. Define the class using
Type of Filter
4. Sub-division of Filter
class
5. Traffic classification
6. Parameters for
measurements against
classification
7. Your IP Address
8. Save the changes &
proceed

SETTING GOALS FOR ONE’S
WEBSITE

SET STRATEGIC GOALS
Macro Goals
(New leads, Product Sales,
Phone Calls)
Macro Goals= Top Line
Revenue
Micro Goals
(Brochure Downloads Live
Chat Video Views etc)
Micro Goals = Engaged
Visitors
Configure your goals in
Google Analytics settings
You can set up to 20 goals!

GOALS IN GOOGLE ANALYTICS
Select a Goal from a pre
defined template
Or give a custom description

CHOOSE HOW TO TRACK GOAL
Destination:
Tracks views
of a page on
your site
Duration:
Tracks time
spent on site
Pages per
view:
Tracks total
pages viewed
Event: Tracks
activity from
within a page

ENTER GOAL DETAILS
Enter your
Thank you URL
Assign a value
Funnel the
Option
Verify your Goal
destination for
peace of mind
Caution:
• Assigning a goal value to revenue related goals is
highly recommended
• Multiple goals may create unrealistic revenue
amount in reports

ANALYSE CONTENT
PERFORMANCE

1
2
3
WHAT CONTENT IS PERFORMING BEST

1. Average Time on page
indicates how long visitors
are engaging with content
(Generally, more time is
better)
2. Bounce Rate shows the
percentage of visitors that
leave your site having only
viewed this one Page (Lower
is better but can be
misleading)
3. Page Value indicates the
relative value this page
contributed to your goals
(Goals must be configured to
work)
DETAILS OF PAGE METRICS

TRACKING SEO RESULTS IN
GOOGLE ANALYTICS

WHAT IS SEO? TYPES OF SEO

HOW SEO WORKS DATA STATS OF SEO

PPC : PAY PER CLICK

CPC : COST PER CLICK
Advertisers
with a higher
quality score
are rewarded
by having to
pay less. You
can improve
your quality
score by
adding
extensions,
optimizing
your copy, and
making sure
your landing
page is
relevant and
user friendly.
TryAdHawk.com

SEARCH ENGINE MARKETING (SEM) = SEO + PPC

MASTER VIEW : ACQUISITION OVERVIEW
The Acquisition s
ection tells you
where your
visitors
originated from,
such as search
engines, social
networks or
website
referrals. This is
a key section
when
determining
which online
marketing

MASTER VIEW : REALTIME OVERVIEW
The Real-Time
section allows
you to monitor
activity as it
happens on your
site or app. The
reports are
updated
continuously
and each hit is
reported
seconds after it
occurs.

The Audience section
information helps you to
better understand how paid
text ads and organic search
results work together to
help you reach people
searching online, use the
organic results to identify
new, potentially valuable
keywords, and gain a
holistic view of how your
online presence is
performing overall in terms
of attracting views and
clicks.
MASTER VIEW : AUDIENCE OVERVIEW

Further reads:
 https://support.google.com/google-
ads/answer/3097241?hl=en
 https://www.klipfolio.com/resources/
kpi-examples/seo/organic-search-
traffic
 https://blog.hubspot.com/marketing/
organic-search-definition-100-
words
ORGANIC VS PAID : OPTIMIZATION

NOT PROVIDED : THE TROUBLEMAKER
NOT PROVIDED
BUT

GOOGLE WEBMASTER TOOLS : GIVES BACK YOUR
DATA

GOOGLE WEBMASTER TOOL : ACCURATE SEARCH
DATA
Google Webmaster
Tools, is a collection
of free web utilities to
help website owners
ensure their site is
Google-friendly. This
set of Google Web
Tools have many
useful applications,
such as getting data
about incoming search
traffic, requesting
Google to crawl and
index the website,
viewing crawl error
reports and many
more.

SETTING UP GOOGLE WEBMASTER TOOL

GOOGLE WEBMASTER TOOL : REBRANDED
Note: In 2015, Google Webmaster Tools has
been rebranded to Google Search Console.
The majority of the tool’s functionalities remain
the same.

GOOGLE CONSOLE : FEATURES
1) Search Appearance: The
Search Appearance tab contains
a set of tools to help you optimize
the appearance of your website
on Google’s Search Results.
2) Crawl: The Crawl tab gives
you vital information on any crawl
errors or blocked pages that your
website might have.
3) Google Index: The Google
Index tab monitors the number of
website pages indexed by
Google.
4) Search Traffic
The Search Traffic tab is one of
the most useful free tools for SEO
and keyword search purposes.

 For better results on keyword research is Keyword Tool, which lets you discover keyword
opportunities for targeting audiences who are looking for information related to your business
online. The dedicated SEO tool is able to show a wealth of keyword data, including keyword
volume, CPC, competition level, and even keyword trends.
 Keyword Tool uses the autocomplete function of Google Search, which suggests search
queries when a person types something into the search box. This feature helps people find
information faster, and at the same time present an invaluable source of keyword information
for webmasters.
 Keyword Tool then uses this source of keywords to compile a huge list of keywords related
to the search term for you.
 To use Keyword Tool, just put any keyword into the search box and press enter. The tool will
then provide you with a comprehensive list of keywords pulled from Google Autocomplete in
seconds.
GETTING MORE OUT OF WEBMASTER TOOL
P.T.O.

GOOGLE KEYWORD TOOL

TRACK SOCIAL MEDIA ACTIVITY
ON WEBSITE

 Social media is all around us so we
need to:
1. Engage Visitors with social sharing
& reacting buttons &
2. Track the Traffic that is driven to our
sites by Social Media
 Don’t worry Google Analytics
helps you in harvesting data from
social media!
WHY TO TRACK SOCIAL MEDIA TRAFFIC ?

MEASURING THE VALUE OF SOCIAL TRAFFIC

TRACK INTERACTION WITH SOCIAL BUTTONS
• You can identify
which social media
sites send the most
visitors to your site
and which ones need
more attention.
• You can figure out
how engaged your
social media visitors
are by analyzing the
time spend on your
site.
• You can compare
the ratio of new
visitors vs. return

SOCIAL MEDIA TRAFFIC TRACKING SITE-WISE
By default, Google
Analytics report
displays the raw
data of your social
media traffic in a
tabular view. To
interpret the data
with ease, you
might want to
change the view of
the report. Besides
the tabular view,
Google Analytics
supports
Percentage,
Performance,
Comparison, Pivot

INFORMATION FROM DATA HUB PARTNERS
Gain access
to a wealth of
information
from several
Social
Networks
from Data
Hub Partners

CUSTOM DASHBOARD FOR
BUSINESSES

DASHBOARDS : ALL UNDER ONE ROOF

Create your Dashboard:
To create a Dashboard:
 Sign in to Google Analytics
 Navigate to your View tab.
 Open Reports.
 Click CUSTOMIZATION > Dashboards.
 Click Create.
 In the Create Dashboard dialog, select either Blank
Canvas (no widgets) or Starter Dashboard (default set
of widgets).
You can also import Dashboard configurations from
the Solutions Gallery. Create dashboard pane.
 Give your Dashboard a descriptive title, then
click Create Dashboard.
DASHBOARDS : D.I.Y.

GOOGLE ANALYTICS : SOLUTIONS GALLERY
Solutions
from Experts
pertaining to
your Google
Analytics
woes

WHAT ELSE CAN YOU DO WITH
GOOGLE ANALYTICS?

But don’t stop there you can do much more, like:
 Track Mobile Websites & Apps
 Track Offline Marketing
 Track Video Interactions
 Segment your Traffic
 Track phone calls
 Custom Reports & API Exports
 Link to other Google Products
 CRM interactions
Apart from that there’s GOOGLE ADS
GOOGLE ANALYTICS : WHAT ELSE?

GOOGLE AD WORDS : PART 1

GOOGLE AD WORDS : PART 2

GOOGLE AD WORDS : PART 3 + VIDEO SYNOPSIS
Link to the video: https://youtu.be/L5r0Ng8XbDs

GOOGLE ADS VIDEO TUTORIALS
Interstin
g
Link to the
video:
https://youtu.be/x
NUSRL5kbYg

Here’s a playlist of 30 odd videos that
serves as a step by step guidance to
make, run & maintain an ad campaign
for your reference :
 https://www.youtube.com/playlist?lis
t=PL9piTIvKJnJN4ot42xcaxuaa2bi
Oszf4m
GOOGLE ADS : ANNEXURE

GOOGLE ADSENSE : EARN FROM YOUR GOOGLE ADS
Link to this
video:
https://youtu.b
e/YSqOvgfbPhI
Reference:
A playlist of
Google Adsense
videos
describing their
guidelines &
functionality:
https://www.yout
ube.com/c/AdSe

GOOGLE ANALYTICS : FEEDBACK TIME

BIBLIOGRAPHY
For the purpose of research we referred to the following websites:
 Hubspot
 Google websites
 Quora
 Google Search & Images
 Word Stream
 Shutter Stock Images
 Pinterest
 www.tutorialspoint.com
 www.jeffalytics.com
 YouTube

If you have any questions kindly feel free to ask!
Q & A SESSION

THANK YOU!
“Thank you everyone present
over here for being such a
wonderful audience…
&
…Thank you Aruvana Sir for
giving me this opportunity to
present.”

PRASUN KUMAR ROUTH
CONTACT ME AT:
https://www.linkedin.com/in/prasun-kumar-routh-
507781168
prasunkumarrouth@gmail.com
https://www.youtube.com/channel/UCUyMFhUn3
HEGcJbRchIU5Jw