Google Analytics - Advanced Tuesday, December 7, 2010
Outline Goals Campaigns Segments Custom Reports Reports Intelligence Case Studies/Analyzing
Goals
“How you define success depends how you measure success”
Why set up goals? Is your website successful? Fine tune design/content Focus resources
Possible goals Contact us RSVP to event Apply Donate Engagement
Goals in GA Metric that meets criteria Page view Time on site Pages per visit
Page View User visits a URL actUs.aspx actUs.aspx
Time on site User spends specified amount of time on site > 2:00 Understand how GA calculates time on page/site
Pages/Visit Specific number of pages a user must visit > 3
Possible goals Contact us URL RSVP to event URL Apply URL Donate URL Engagement Time on Site, Page/Visit
What goals will tell you Conversion rate Usability issues Important traffic sources/keywords What works: , links, advertising, content
Setting up goals
Goal Reports
Conversion Rate
Campaigns
What is a campaign? Method to track traffic from multiple sources to your site (page)
Why use campaigns? See exactly where your traffic is coming from Compare results over time Test different content Learn how different mediums/content/sources contribute to goals
How it works Parameters attached to a URL utm_source=homepage &utm_medium=web &utm_content=testing &utm_campaign=GASemhttp:// utm_source=homepage &utm_medium=web &utm_content=testing &utm_campaign=GASeminar
Parameters all use utm_paramName in the URL Source Medium Content Campaign Name
Source Source of traffic from this campaign. Examples: uofa homepage, newsletter, poster.
Medium Medium used to get to site: , web, print
Content Specific content of an ad, link, version of site. Content is valuable for segmenting and testing different messages – see which version of a call to action works better.
Campaign Name Name of campaign – if you are creating a campaign that will have many different links back to the website, the Campaign Name can be used to filter all the results.
Remember Campaign parameters are case sensitive
Setting up a campaign
Ingredients Plan your campaign Name (broad).... Content (fine) Google URL Builder URL Shortening service bit.ly, tr.im, tinyurl.com
Create a campaign bit.ly/GAUrlBuilder
Campaign Reports
Segmenting
Why Segment Gain insight/understand traffic Understand trends Learn how pieces of your site compare and contribute
Examples
Custom Reports
Reports
Intelligence
Case Studies
Festival of Ideas
Campaigns Goals Traffic Sources Custom Reports Examples..
Goals Click “Purchase Tickets” button Overall & by Event
Campaign Name FestivalOfIdeas2010
Sources ualberta.ca Social Media Online advertising: Globe, Journal, Vue Word of Mouth
Mediums Web
Content Per tweet Per online ad
Reports
Public Health Sciences
Goals Funnels Landing Pages Bounce Rate Segmentation Optimization Examples...
Disclaimer...
Goals Preliminary Applications MSc PhD
Reports