Google Analytics
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This document provides an overview of setting up and using Google Analytics to analyze website traffic. It discusses the basic setup steps, including creating accounts, adding tracking code, and configuring properties. It then covers linking analytics to other Google tools, setting up users and permissions, and configuring settings and views. The document outlines techniques for segmentation and context analysis. It defines common goals, objectives, and metrics for web analytics. Finally, it provides an example measurement plan for an online real estate site.
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Google Analytics
- 2. First, the basics… • Create a Google Account • Create a Google Analytics Account • Add your Web Property • Copy the code into your Website • For Wordpress or Joomla or other platforms, install a plugin • Add additional properties if any 2
- 3. Next, on the outside… • Create a Webmaster Tools Account • Create an Adsense Account • Create an Adwords Account • Link all the accounts 3
- 4. Administration • Account Settings -> Setup Data Sharing • Setup Additional Users (with appropriate permissions) if required • View Settings -> Check Defaults and change as needed • Property Settings -> Setup Advanced Settings (Advertiser Features) • Business Objectives -> Goals • Appropriate Reports -> Filters/Settings • Channels -> Campaign Tracking • Customer Views -> Custom Reports 4
- 5. Basic Analysis Techniques • Segmentation o Referrers (Marketing Channel) o Demographics o Temporal o Technologies o Geography o Visitor Characteristics • Context o Internal (KPIs) o External (Industry Trends) 5
- 6. Goals of Web Analytics Goals Outcome Lead Generation Content Publishing Online Info/Support Branding Collect Contact Information Ads shown to visitors Help visitors find information Drive Awareness, Engagement & Loyalty ECommerce Sell Products
- 7. Objectives of Web Analytics Objectives Example Lead Generation Content Publishing Online Info/Support Branding Contact Form Ad Clicked (AdSense Link) Helpful Vote Participation/Engagement/Referral ECommerce Payment (for Purchase)
- 8. Conversions • Macro • Micro • Attribution o Last-Click o First-Click o Linear 8
- 14. Measurement Planning • Define Business Objectives • Define Strategy • Choose KPIs • Choose Segments • Choose Targets 14
- 15. Example (Online Realty Site) Business Objective Help Residential Home Buyers easily discover and purchase the right home for their needs. 15 Strategies Get a comprehensive listing of Realtors in the areas served Get a comprehensive listing of Home Finance companies Create a mortgage estimation tool KPIs %age of visitors who search for Realtors %age of visitors who contact a realtor/finance company %age of visitors who use the mortgage tools
- 16. Example (Online Realty Site) 16 Segments Compare First-time vs. Experienced buyers Compare those who used the tools vs. those who didn’t Compare those who registered vs. “skimmers” Targets Benchmarks from business planning Industry Data %age increase in visitors in each segment
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- Give a brief overview of the presentation. Describe the major focus of the presentation and why it is important. Introduce each of the major topics. To provide a road map for the audience, you can repeat this Overview slide throughout the presentation, highlighting the particular topic you will discuss next.
- Give a brief overview of the presentation. Describe the major focus of the presentation and why it is important. Introduce each of the major topics. To provide a road map for the audience, you can repeat this Overview slide throughout the presentation, highlighting the particular topic you will discuss next.