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Published byJimmy Tillerson Modified over 10 years ago
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Google Analytics - Advanced Tuesday, December 7, 2010
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Outline Goals Campaigns Segments Custom Reports Email Reports Intelligence Case Studies/Analyzing
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Goals
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“How you define success depends how you measure success”
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Why set up goals? Is your website successful? Fine tune design/content Focus resources
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Possible goals Contact us RSVP to event Apply Donate Engagement
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Goals in GA Metric that meets criteria Page view Time on site Pages per visit
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Page View User visits a URL http://www.webproject.ualberta.ca/Cont actUs.aspx http://www.webproject.ualberta.ca/Cont actUs.aspx
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Time on site User spends specified amount of time on site > 2:00 Understand how GA calculates time on page/site
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Pages/Visit Specific number of pages a user must visit > 3
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Possible goals Contact us URL RSVP to event URL Apply URL Donate URL Engagement Time on Site, Page/Visit
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What goals will tell you Conversion rate Usability issues Important traffic sources/keywords What works: email, links, advertising, content
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Setting up goals
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Goal Reports
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Conversion Rate
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Campaigns
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What is a campaign? Method to track traffic from multiple sources to your site (page)
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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
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How it works Parameters attached to a URL http://www.ualberta.ca/? utm_source=homepage &utm_medium=web &utm_content=testing &utm_campaign=GASemhttp://www.ualberta.ca/? utm_source=homepage &utm_medium=web &utm_content=testing &utm_campaign=GASeminar
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Parameters all use utm_paramName in the URL Source Medium Content Campaign Name
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Source Source of traffic from this campaign. Examples: uofa homepage, email newsletter, poster.
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Medium Medium used to get to site: email, web, print
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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.
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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.
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Remember Campaign parameters are case sensitive
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Setting up a campaign
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Ingredients Plan your campaign Name (broad).... Content (fine) Google URL Builder http://bit.ly/GAUrlBuilder URL Shortening service bit.ly, tr.im, tinyurl.com
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Create a campaign bit.ly/GAUrlBuilder
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Campaign Reports
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Segmenting
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Why Segment Gain insight/understand traffic Understand trends Learn how pieces of your site compare and contribute
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Examples
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Custom Reports
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Email Reports
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Intelligence
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Case Studies
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Festival of Ideas
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Campaigns Goals Traffic Sources Custom Reports Examples..
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Goals Click “Purchase Tickets” button Overall & by Event
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Campaign Name FestivalOfIdeas2010
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Sources ualberta.ca Social Media Online advertising: Globe, Journal, Vue Word of Mouth
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Mediums Web Email
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Content Per tweet Per online ad
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Reports
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Public Health Sciences
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Goals Funnels Landing Pages Bounce Rate Segmentation Optimization Examples...
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Disclaimer...
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Goals Preliminary Applications MSc PhD
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Reports
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