Advanced Web Metrics with Google Analytics By: Carley Brown

Contents Part 1 Part 2 Part 3 Part 4 1.) Measuring Success 2.) Using Google Analytics Reports 3.) Implementing Google Analytics 4.) Using Visitor Data to Drive Website Improvement

What you don’t know from Part 1 (Ch1-3) Kinds of information Kinds of decisions ROI of web analytics Ch 1 First party Third Party 10 Recommendations Ch 2 Key Features Urchin Software Ch 3

Urchin Google Analytics PayFree Maintenance done by organization Maintenance done by Google Can keep data for as long as you wish Only 25 month free data storage Data can be audited by 3 rd parties Does not pass data to 3 rd parties Process data as and when you wish Does not process data retroactively Runs behind the firewall (suitable for intranets) Cannot run behind a closed firewall Stores data locally- able to run hoc queries Stores data in remote locations- no direct access to stored data for hoc queries

What you don’t know about Part 2 Ch 4-5 Chapter 4 What you can do –Data views –Chart options –Timeline features –Cross segmentation –Schedule e- mailing of reports Chapter 5 Top 10 Reports Visitors: Map Overlay E-commerce: Overview Report Goals: Overview Report Goals: Funnel Visualization Report Traffic Sources: AdWords Reports Traffic Sources: Source and Medium Report Content: Top Content Report Content: Site Overlay Report Traffic Sources: AdWords Positions Report Site Search Usage

Example Time

Part 3 & 4

Glossary Words (You might not know) Session Session - A period of interaction between a visitor's browser and a particular website, ending when the browser is closed or shut down, or when the user has been inactive on that site for a specified period of time. For the purpose of Google Analytics reports, a session is considered to have ended if the user has been inactive on the site for 30 minutes. You can update this setting with an addition to our tracking code. Tracking Code- Tracking Code- Google Analytics tracking code is a small snippet of code that is inserted into the body of an HTML page. When the HTML page is loaded, the tracking code contacts the Google Analytics server and logs a pageview for that page, as well as captures information about the visit and non-identifying information about the visitor. Query Token Query Token - A special character in a URL that separates the page location information from the query string. The query string may contain numerous field=value pairs, all of which must come after the initial query token. For example, in this URL: the query token is the question mark Medium (Campaign Tracking) Medium (Campaign Tracking) - In the context of campaign tracking, medium indicates the means by which a visitor to a site received the link to that site. Examples of mediums are "organic" and "cost-per-click" in the case of search engine links, and " " and "print" in the case of newsletters. The UTM variable for medium is utm_medium. Medium is one of the five dimensions of campaign tracking; the other four dimensions are source, campaign, term, and content. Log file Log file - A file created by a web or proxy server which contains all of the access information regarding the activity on that server. Each line in a log file generated by web server software is a hit, or request for a file. Therefore, the number of lines in a log file will be equal to the number of hits in the file, not counting any field definitions line(s) that may be present.