1. Seth Meranda
User Experience Architect, University of Nebraska-Lincoln
Associate Consultant, Noel-Levitz
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2. Analysis and synthesis ordinarily clarify matters for us about as
much as taking a Swiss watch apart and dumping its wheels,
springs, hands, threads, pivots, screws and gears into a layman's
hands for reassembling, clarifies a watch to a layman.
Author Unknown
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3. Answers to difficult questions
What do people do on
my site?
How well are my
marketing campaigns
performing?
Where are people
coming from?
How do people find my
site?
Is my website driving
people away?
Do I have what
people are looking
for on my site?
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4. Answers to difficult questions
What do people do on
my site?
How well are my
marketing campaigns
performing?
Where are people
coming from?
How do people find my
site?
Is my website driving
people away?
Do I have what
people are looking
for on my site?
who?
3

5. Answers to difficult questions
What do people do on
my site?
How well are my
marketing campaigns
performing?
Where are people
coming from?
How do people find my
site?
Is my website driving
people away?
Do I have what
people are looking
for on my site?
who?
what?
3

6. Answers to difficult questions
What do people do on
my site?
How well are my
marketing campaigns
performing?
Where are people
coming from?
How do people find my
site?
Is my website driving
people away?
Do I have what
people are looking
for on my site?
who?
what?
how?
3

7. Answers to difficult questions
What do people do on
my site?
How well are my
marketing campaigns
performing?
Where are people
coming from?
How do people find my
site?
Is my website driving
people away?
Do I have what
people are looking
for on my site?
who?
what?
how?
when?
3

8. Answers to difficult questions
What do people do on
my site?
How well are my
marketing campaigns
performing?
Where are people
coming from?
How do people find my
site?
Is my website driving
people away?
Do I have what
people are looking
for on my site?
who?
what?
how?
when?
where?
3

9. Image credit: http://www.imbimp.com/2009/03/google-analytics-dashboard-cake/
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10. 5

11. Strategy
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12. Strategy
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13. Strategy
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14. Strategy
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15. Strategy
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16. Strategy
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17. 7

18. "The goal of XXXX.edu is to
effectively provide targeted,
timely, and consumable
content related to academics,
research and service for
prospective and current
students, faculty, staff, and
alumni, which is intended to
present the University as
a prestigious, welcoming and
valuable asset to the
community."
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19. “The goal of the
Undergraduate Admissions
office website is to provide
clear and concise content to
prospective students and
their parents regarding the
academic and student life
opportunities at our institution
as well as to provide simple
ways to join our community
through online registrations,
applications and social
networks.”
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20. Installing
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21. Installing
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22. Installing
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23. Installing
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24. TextText
http://go.unl.edu/dov
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25. TextText
http://go.unl.edu/dov
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26. Installing
www.gasitescan.com
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27. 11

28. 11

29. 11

30. 11

31. 12

32. 12

33. 12

34. Bounce
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35. Bounce
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36. Bounce
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37. Bounce
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38. Bounce Exit
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39. Terminology
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40. 1,000,000pageviews/month
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41. Pageviews
Pageviews: # of times page was loaded.
Unique pageviews: Number of sessions
during which a page was viewed one or
more times
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42. Bounce Rate
Bounce Rate: Rate of visitors that leave
after visiting only one page
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43. Time on Page
Time on Page: Page 2 Timestamp - Page
1 Timestamp (bounces & exits = 0)
Average Time on Page: Total Time on
Page/All Visits (excludes bounces & exits)
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44. Time on Page
The problem with averages.
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45. Time on Site
Time on Site: Sum of time on pages during a
session
Average Time on Site: Total Time on Site/All
Visits (includes bounces)
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46. Time on Site
Remember, averages hide what is really going on!
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47. Landing Page
Landing Page: First page visited
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48. Visitors
New Visitor: User of site who has NOT
visited in the past.
Returning Visitor: User of site who has
visited in the past.
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49. $Index
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50. Basic Features
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51. Profiles
Account
Profiles
Reports
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52. Profiles
Set of rules that define the reports available
View reports on custom data elements
Segment External Traffic
‣ Setup filters to exclude on-campus IP addresses
Control report access
‣ Grant privileges for certain users
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53. 27

54. Filters
Modify data and customize reports
Popular uses for filters:
Removing internal traffic
Tracking specific marketing campaigns
Clean up data
Segmentation
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55. Reporting
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56. Reporting Usage
Objectives
define
Reports
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57. Reporting
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58. Reporting
Context!
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59. Benchmarking
Compare to other Universities
Benchmarking > Law & Government > Education > Colleges & Universities
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60. Benchmarking
Compare to other Universities
Benchmarking > Law & Government > Education > Colleges & Universities
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61. Visitor Trending
Loyalty
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62. Landing Pages
Bounce Rate
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63. Keywords
Analyze the non-branded keywords for new insights
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64. Keywords
Analyze the non-branded keywords for new insights
# Visits w/ Branded Keywords + Direct Visits
Total Visits from Search + Total Direct Visits
% Brand Engagement
source: Brian Clifton, Advanced Web Metrics with Google Analytics
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65. Realignment (redesign)?
Browsers
Screen size
Connection Speed
Site search usage
Navigation paths
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66. Realignment (redesign)?
Browsers
Screen size
Connection Speed
Site search usage
Navigation paths
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67. Advanced Features
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68. Beyond the basics
Annotations
Goals
Pivot Table Reporting
Weighted Sorting
Analytics Intelligence
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69. Annotations
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70. Goals
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71. Goals
Track strategic initiatives
Control leaks prohibiting
conversions
Reverse Goal Path
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73. 42

74. 43

75. % Goal Conversions from X
% Visits from X
Conversion Quality Index
source: Brian Clifton, Advanced Web Metrics with Google Analytics
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76. Pivot Reporting?
Instead of a section for this, let’s show how a pivot report is useful.
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77. Weighted Sort
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78. Weighted Sort
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79. Weighted Sort
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80. Weighted Sort
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81. Weighted Sort
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82. Weighted Sort
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83. Analytics Intelligence
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84. Analytics Intelligence
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85. Analytics Intelligence
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86. Analytics Intelligence
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87. Analytics Intelligence
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88. Analytics Intelligence
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89. Analytics Intelligence
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90. Advanced Tracking
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91. Subdomains
1. Change Javascript Code
2. Setup profiles with filters
3. Understand advantages & limitations
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92. Subdomains
Change Javascript code
_gaq.push(['_setAccount', 'UA-XXXXXXX-1']); //replace with your
unique tracker id
_gaq.push(['_setDomainName', '.unl.edu']);
_gaq.push(['_trackPageview']);
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93. Subdomains
Setup profiles with filters
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94. Subdomains
Setup profiles with filters
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95. Subdomains
Setup profiles with filters
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96. Subdomains
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97. Subdomains
Understand advantages and limitations
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98. Subdomains
Understand advantages and limitations
Accurate Request URI
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99. Subdomains
Understand advantages and limitations
Accurate Request URI
Site Overlay broken
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100. Multiple trackers
The best way to track multiple sites!
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101. Multiple trackers
1. Create a Google Account for each site
2. Customize the Tracking Code on each page
3. Create a “Rollup” account
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102. Multiple trackers
Customize the Tracking Code on each site
_gaq.push(['_setAccount', 'UA-XXXXXXX-1']);
_gaq.push(['_setDomainName', '.unl.edu']);
_gaq.push(['_trackPageview']);
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103. Multiple trackers
Customize the Tracking Code on each site
_gaq.push(['_setAccount', 'UA-XXXXXXX-1']);
_gaq.push(['_setDomainName', '.unl.edu']);
_gaq.push(['_trackPageview']);
_gaq.push(['site2._setAccount', 'UA-XXXXXXX-1']);
_gaq.push(['site2._setDomainName', '.unl.edu']);
_gaq.push(['site2._trackPageview']);
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104. Multiple trackers
Create a “Rollup” account
One account to rule them all
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105. Multiple trackers
Create a “Rollup” account
One account to rule them all
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106. Campaigns
Track success of marketing initiatives by tracking inbound requests
Emails, Twitter, Facebook, Ads
Link “tagging”
Campaign Source (newsletter)
Campaign Medium (email)
Campaign Term (march)
Campaign Content (academic calendar)
Campaign Name (parent communication)
http://events.unl.edu/?
utm_source=newsletter&utm_medium=email&utm_term=march&utm_conten
t=academic%2Bcalendar&utm_campaign=parent%2Bcommunication
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107. Shorten URLs
http://go.unl.edu/
http://go.unl.edu/source
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108. Custom Variables
Audience Type with Login
_gaq.push(['_setCustomVar', 1, ‘Primary Affiliation’, ‘Student’, 1]);
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109. Track downloads/external links
<a href="#" onClick="_gaq.push
([‘_trackPageview’,‘downloads/’+this.href]);">Get our
parking map</a>
<a href="#" onClick="_gaq.push([‘_trackPageview’,
‘external/’+this.href]);">Get to another site</a>
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110. Track downloads/external links
Track the links to content
<a href="#" onClick="_gaq.push
([‘_trackPageview’,‘downloads/’+this.href]);">Get our
parking map</a>
<a href="#" onClick="_gaq.push([‘_trackPageview’,
‘external/’+this.href]);">Get to another site</a>
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111. Track downloads/external links
Track the links to content
<a href="#" onClick="_gaq.push
([‘_trackPageview’,‘downloads/’+this.href]);">Get our
parking map</a>
<a href="#" onClick="_gaq.push([‘_trackPageview’,
‘external/’+this.href]);">Get to another site</a>
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112. Track downloads/external links
Track the links to content
<a href="#" onClick="_gaq.push
([‘_trackPageview’,‘downloads/’+this.href]);">Get our
parking map</a>
<a href="#" onClick="_gaq.push([‘_trackPageview’,
‘external/’+this.href]);">Get to another site</a>
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113. Track downloads/external links
Track the links to content
<a href="#" onClick="_gaq.push
([‘_trackPageview’,‘downloads/’+this.href]);">Get our
parking map</a>
<a href="#" onClick="_gaq.push([‘_trackPageview’,
‘external/’+this.href]);">Get to another site</a>
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114. Track downloads/external links
Track the links to content
Track the links to external content
<a href="#" onClick="_gaq.push
([‘_trackPageview’,‘downloads/’+this.href]);">Get our
parking map</a>
<a href="#" onClick="_gaq.push([‘_trackPageview’,
‘external/’+this.href]);">Get to another site</a>
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115. Track downloads/external links
Track the links to content
Track the links to external content
<a href="#" onClick="_gaq.push
([‘_trackPageview’,‘downloads/’+this.href]);">Get our
parking map</a>
<a href="#" onClick="_gaq.push([‘_trackPageview’,
‘external/’+this.href]);">Get to another site</a>
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116. Track 404 pages
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117. Track 404 pages
_gaq.push([‘_trackPageview’, document.location.href + ‘from=?’ + document.referrer);
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118. Tracking HTML5
http://go.unl.edu/trackhtml5inga
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119. Tracking HTML5
<script type="text/javascript">
featuresToTrack = ['video','audio', 'geolocation' ]; //elements to track
(function(d, t) {
var s=d.createElement(t),x=d.getElementsByTagName(t)[0];
s.async=1;s.src='js/trackHTML5inGA.js';
x.parentNode.insertBefore(s,x);
})(document, 'script');
</script>
http://go.unl.edu/trackhtml5inga
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120. SDK for iOS and Android
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121. SDK for iOS and Android
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122. SDK for iOS and Android
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123. Detailed Reporting
From implementation to tracking
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124. Campaigns
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125. Campaigns
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126. The Marketer’s Dream Report
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127. The Marketer’s Dream Report
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128. Site Search
Users tell you what they are looking for!
Determine if content was found
Where do users start their search?
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129. Site-Search
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130. Site Search setup
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131. Segmentation
Available through two ways:
Custom Profiles
Advanced Segmentation
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132. Segmentation
Examples
Visitor Type
Out-of-State
Campaign
User Role (Faculty, Staff, Student)
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133. Event Tracking
Track 4 components:
Track Video Example:
_gaq.push([‘_trackEvent’, ‘Videos’, ‘completed’, ‘My Video
Name’, ‘240’]);
COMPONENT EXPLANATION
category The name you supply for the group of objects you want to track.
action
A string that is uniquely paired with each category, and commonly used to define the type of user
interaction for the web object.
label An optional string to provide additional dimensions to the event data.
value An integer that you can use to provide numerical data about the user event.
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134. Event Tracking Example
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135. Event Tracking Example
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136. Event Tracking Example
<a href="#" onClick="_gaq.push([‘_trackEvent’, ‘Drawer’,
‘Open’, ‘american.edu/’]);">Open Drawer</a>
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137. Event Tracking Use Cases
Videos
Play
Complete
Close
File Downloads
External Links
AJAX Content
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138. Custom Reports
Analyze data in non-standard way
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139. Custom Reports
Analyze data in non-standard way
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140. Custom Reports
Analyze data in non-standard way
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141. 78

142. Discussions
Seth Meranda (UNL, Noel-Levitz)
smeranda2@unl.edu, seth@meranda.org
@smeranda
http://higheredanalytics.com/ (Click on Blog)
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