Web Analytics – An Introduction

Hands-On Exercise with Google Analytics Requirements: Answer questions for each report Piece together an overall sense of the website Make key decisions based the analytics Reports A Dashboard report Audience report Acquisition report Behavior report Conversions report

Audience Report Reports (9/8/15 to 10/8/15) Questions to answer: Overview, geo (location), behavior (new vs. returning, engagement), technology (browser, network), users flow Questions to answer: How are users geographically distributed? How many new users have we acquired? How engaged are users with our content? How do users interact with our web pages?

Acquisition reports Reports (9/8/15 to 10/8/15) Questions to answer: Overview, channel, source/medium, Questions to answer: How do users find our website? Which website were they on before coming to our website? Which sources/media provide users who interact with our website meaningfully (interaction with web pages and contents)?

Behavior reports Reports (9/8/15 to 10/8/15) Questions to answer: Overview, site content (all pages, content drilldown, landing pages, exit pages) Questions to answer: How do users interact with our web pages? Which web pages attracts more visitors? Which web pages are more engaging?

Conversions reports Reports (9/8/15 to 10/8/15) Questions to answer: Overview Goals: a) view study materials page; b) page views > 3; c) view duration > 3 minutes Questions to answer: How many times the goals are accomplished? How are we doing? Which pages deliver most completions?

Dashboard Report Overall pictures you want to see about your website You can customize it Keep you updated about your website Questions to answer New users vs. all users What does the bounce rate tell us? How are we doing with our goals (engagement)?

Overall Analysis How can we best segment our users? New vs. returning? Interaction with content? Which web pages produce higher engagement? Which web pages produce lower engagement?

Key Decisions to Make Our goals: Decisions: To engage students to use the website more (spending more time there, viewing more pages) To make the website useful to students interested in learning digital marketing and in getting an internship or job interview Decisions: If we are doing something that works, how can we do it better? If we are doing something that does not work, how can we do it differently to make it work? Can we do something new that will help us to accomplish our goals?