Introducing Google Analytics - Google Analytics Fundamentals.

1. Google Analytics Fundamentals
Srikant Dhondi
Manager - Web Developement & Online Customer Engagement
(dhondi.srikanth@gmail.com)

2. Course Overview
 About this Course
 A scenario driven approach to applying Google Analytics,
quickly.
 Targeted to the non-developer, with developer specific features
at end
 What will get covered?
 Tracking visits and visitor activity
 Tracking more specialized forms of engagement
 Managing reports and data
 Programming Google Analytics

3. Agenda for this module
 Overview of Google Analytics
 Get you setup with the sample website to play around
with
 Start collecting metrics
 A tour of the Google Analytics web UI
 Powerful reports you should start with

4. What can web analytics tell you?
Tell you who your visitors are:
How often they visit
How people are finding your site
Where geographically they are coming from
When they are visiting
Tell you what your visitors like (or dislike):
How long they spend on your site
What pages are interesting, which pages turn them off
Give you details on specific in-page interactions
Tell you about your social media love:
How many likes or tweets your site is getting
Web analytics is like your
website's thermometer

5. Why use Google Analytics for Web Analytics?
 Server Log based tracking
 Captures visits to your website by relying on the web servers' built-in logging that
is updated with every request from a visitor's browser
 This is the approach taken by products like Urchin(the predecessor to Google
Analytics)
 Deprecated as of the end of March 2012
 Page View based tracking
 Uses A beacon that transmits tracking data to centralized servers(separate from
your web server) when A visitor visits your site and interacts with its content
 Requires javascript on the visitor's browser & changes to web pages
 Completely offloads the website owner from managing, collecting and processing
server log files
 This is the approach taken by google analytics
 In the end Google Analytics makes it easy to collect and
analyze website activity data.

6. How Google Analytics Works
Visitor's Browser Your Website Google's Servers GA Website
Go to Raw Clicks Data Ready
& Summary
Webpage Your Webpage BigTable for Viewing
Tables
"Database"
Load Webpage
Report
Runs GATC
Get GA Script (ga.js) Daily & Periodic
Loads ga.js (re)processing
ga.js
Collect Visitor Data
Log Files
_utma
_utmb
_utmx Set Cookies
_utmv
_utmz Google
Analytics Data
Send Visit Data in Pixel Request
Track Visit Collection
Servers
Tracking Pixel File

7. It All Starts With a Website
Other pages:
Home
Free Service
About Us
Landing Page
Services
News
Contact
Checkout
Page
Thank you
Page

8. Enabling Google Analytics

9. Create a Google account

10. Signup GA account

11. Create New Account

12. Get GATC

13. Paste GATC to Web Page
GATC Code

14. Real-Time Activity Reports

15. 5 Minutes to Launch
http://www.google.com/analytics/
Then you create an account, a web property & a profile
Add to every web page
Create Sign Up
Apply
Google for Get GATC Verify
GATC
Account Analytics
You need a login first Make sure it works!
Grab the JavaScript for the profile

16. What did we accomplish?
We got the default
What's Getting Tracked? tracking in place.
What's NOT Getting Tracked?
Visits & Visitor
Hit Counts
Demographics Monetary Value
Technology Goals & funnels
New vs. Returning Multi-channel funnels
Content
Page View Counts Multiple domains
Bounce Rate
Entry / Exit
Flow / Navigation In-page events
File downloads
Flash, Silverlight & YouTube
Sessions Mailto links
Duration Outbound links
Page Depth
Traffic Sources
We will return to these
later in the course.
In-Page Analytics

17. Pitstop: When Will Your Data be Visible?
Start: after deploying web pages with GATC
Activity Immediately In Minutes In 1-4 Hours Within 24
Hours
Tracking Installed
Real-time Data
Receiving Data
Intra-day Activity
Data
Most Reports
End of Day
Activity Data

18. Stroll Thru Analytics UI

19. Key Reports
 Traffic Reports
 Visitor Flow
 Goal Funnel
 Demographics
 In-Page Analytics
 Site-Speed

20. Flavors of Google Analytics
 Free
 Most sites can benefits from Google Analytics for free, in perpetuity
 Must operate below thresholds
 Exceed 10M data hits or roughly 1M visits per month
 Data retained up to 25 months
 Data exports limited to 20k rows per export
 Premium
 Specifically targets large organizations
 When you need to scale beyond the thresholds
 What included development & configuration support
 Guarantees report freshness to less than 4 hours
 Provides support for attribution modeling to multi-channel referrers
 Can afford to pay $150,000 per year

21. Summary
 Recap
 Overview of Google Analytics
 Get you setup with the sample website to play around with
 Start collecting metrics
 A tour of the Google Analytics web UI
 Powerful reports you should start with

22. Thank You
For Further Questions & Answers, connect with
Aegis Global Academy - INSTITUTE OF CUSTOMER EXPERIENCE MANAGEMENT
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