Getting More Out of Analytics presented by Tobin Lehman

GETTING MORE
OUT OF ANALYTICS

Tobin Lehman, contact@tobinlehman.com

Thursday, September 15, 2011

WHAT IS ANALYTICS?

• Google’s Web Tracking Software

• Google Acquired Urchin Software in 2005, made the
product free under the name Analytics.

• Let’s you understand what has happened to your site.


HOW IT WORKS

• Uses Javascript to track page events

• Simple tracking code is put on your pages

• This requires javascript to be active on the browsers

• 3% of Users in the US have Javascript disabled.*

http://visualrevenue.com/blog/2007/08/eu-and-us-javascript-disabled-index.html


TERMINOLOGY
Visits: Users coming to the site. One visit might have
multiple page views.

Unique Visits: Some users may come back multiple times.
This measures how many unique users came.

Page Views: The number of pages viewed on the site.

Unique Page Views: The number of unique views by
individual visitors.


TERMINOLOGY
Bounce: Is the measure of a visitor arriving at a page on
your site and immediately leaving. Their entrance page is the
same as their exit page.

This is the most confusing because google Allows you to look
at this metric in some irrelevant ways with averages.

Exits: The number of visitors who leave the site after this
page. This could be a link to another site, or simply close the
window.


UNDERSTANDING THE DATA

Top Level Categories

• Dashboard
• Intelligence
• Visitors
• TrafﬁcSources
• Content
• Goals


THE KEY METRICS

The are 7 common metrics • Browsers / Devices
that most companies need • Trafﬁc Sources
to know to make informed
• Referrers
decisions about your web
trafﬁc. Making these reports • Keyword Analytics
apart of your monthly • Top Content
review can truly shape • Exit / Bounce
decisions.
• Goals / Events


VISITORS


VISITORS > BROWSERS > OPERATING SYSTEMS


TRAFFIC SOURCES


TRAFFIC SOURCES > ALL SOURCES


TRAFFIC SOURCES > REFERRING SITES


TRAFFIC SOURCES > KEYWORDS


CONTENT


CONTENT > TOP CONTENT


CONTENT > TOP CONTENT BY TITLE


CONTENT > EXIT AND BOUNCE


GOALS


ADVANCED
CONFIGURATIONS
• Goals and Funnels
• Campaign Tracking

• Custom Reports
• Google Intelligence


GOALS AND FUNNELS
Goals allow you to track a path of a user and
gather information on the success or failure of
that path.

Home


GOALS AND FUNNELS
that path.

Home Product


GOALS AND FUNNELS
that path.

Order
Home Product
Form


GOALS AND FUNNELS
that path.

Order Thank
Home Product
Form You


GOAL DETAIL


GOALS SETUP
Setting up a Goal, you need to know the page
that starts, contains, and ends the goal. The more
detailed you are, the better.


EDIT PROFILE


EDIT PROFILE > ADD GOAL


CAMPAIGN TRACKING
Using Google’s campaign tags you can better
differentiate your incoming trafﬁc to understand
and gather data about your visitors.

Washingtonian: Print Ad : May 2011
Washingtonian: Online Ad : June 2011 Home

Newsletter: Email Blast: August 2011


CAMPAIGN SETUP
Using Google’s URL Builder, you can customize the links you
use in your internal communications and the links you give to
your outside vendors.

http://www.google.com/support/analytics/bin/answer.py?answer=55578


CAMPAIGN SETUP

Results link that is used to track speciﬁc trafﬁc to your site.

http://www.google.com/?
utm_source=AHCMC&utm_medium=EMAIL&utm_campaign=NEWS


TRAFFIC SOURCES > CAMPAIGNS


CUSTOM REPORTS
Create reports that make sense to you, and have
them sent to you automatically. Enjoy stats over
your morning coffee...


CUSTOM REPORTS > CREATE


CUSTOM REPORTS > CAMPAIGNS


EMAIL REPORT


INTELLIGENCE
Create Alerts and let Google email you when
something signiﬁcant is happening to your site.


INTELLIGENCE


IN REVIEW
• Understand the basic terminology
• Seven key metrics to evaluate your site
• Use goals and funnels to value your trafﬁc
• Campaign tracking to segment trafﬁc
• Create custom reports and send them via email
• Use Google Intelligence to keep us informed


THANK YOU
If you have further questions, please feel
free to contact me for more information.

Tobin Lehman, Owner
Tobin Lehman: Design + Interactive

Contact@tobinlehman.com
240. 575.5887


Getting More Out of Analytics presented by Tobin Lehman

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