1. Drupal & Google Analytics Anna García Sans Coordinator – Web Services Unit Publications and Web Services Unit July 2015 &

2. Agenda  Introduction: metrics from a strategic point of view  ECLAC website: challenges and main goals  Connecting Drupal with Google Analytics:  Basic module configuration  Event tracking for downloading documents  Tokens for custom dimensions  Content grouping  Filtering views  Reporting + dashboards  General reports  Segmented reports and Dashboards  What’s next? Data analysis 2

3. Introduction Metrics from a strategic point of view 3 &

4. Why measuring is so important?  Statistics should form part of the overall strategy of the website, as indicators of its success. The accurate compilation and expert analysis of data enables corporate decision-making to enhance the Commission’s image and reach. 4  User behavior can be measured through many indicators, which when cross-checked can provide a powerful feedback channel with strategic relevance.  This is a process of continuous technological awareness.

5. Analytics framework 5 Implementation Correct and complete Data Capture (DC) Standard reports (weekly, monthly…) always with some comparison. Data Reporting (DR) Conclusions with the data to take action within the strategy, the site or the client's objectives. Data Analysis (DA) AVINASH FRAMEWORK http://www.kaushik.net/avinash/web-analytics-consulting-framework-smarter-decisions/

6. ECLAC website Challenges and main goals 6 &

7. Context of the relaunch www.cepal.org  ECLAC’s website is a priority tool as part of an outreach and communication strategy designed to improve access to substantive information about economic and social development in LATAM.  On May 2013 we were asked to change that www.cepal.org into a new website developed with Drupal after 13 years using an internally developed CMS.www.cepal.org  From a team of 3 people, we grew into a temporary 9 people team.  Old website: more than 20 content types and 94 minisites, with thousands of content. 7

8. Principles and challenges of the website  Content-focused website.  Unify corporate identity.  Strengthen governance of the web publication process.  Make an effort on the editorial quality.  Improve usability.  Improve Search Engine Optimization and metrics.  Make a technological leap.

9. Principles and challenges of the website 9 Ultimate, ECLAC wants its website to deliver a user experience that is satisfactory, reliable, and which generates loyalty to the organization.

10. Information architecture structure  Main navigation menu divided into: substantive work + general content types sections. 10

11. Information Architecture structure 11 Home pageListContent piece Is managed to include selected content Is not managed: content appears automatically Is managed: created, classified and related

12. Metrics goals  More accurate, reliable, segmented and comparable metrics that provide information on: Sessions, Country, Language, Document downloads, Bounce rates, Time spent on the site, Sources of traffic, Tracking events and Real-time campaigns. 12  General + segmented reports according multiples variables:  General content types.  Substantive areas: taxonomies.  Getting conversions:  Documents download.  Subscription: clean users data base.

13. Connecting Drupal and GA Module, event tracking, tokens, content grouping… 13 &

14. Drupal module – basic configuration 14

15. Event tracking – downloading documents  GA: Reporting > Behavior > Events > Top events 15

16. Event tracking – downloading documents  ECLAC’s documents at the Digital Repository: we find them in outbound links with advanced search. 16

17. Tokens and custom dimensions  Tokens are small bits of text that can be placed into larger documents via simple placeholders.  Dimensions describe characteristics of your users, their sessions and actions. Custom dimensions and metrics allow you to combine Google Analytics data with non-Google Analytics data. 17

18. Tokens and custom dimensions  Defining custom dimensions in GA + reporting with secondary dimensions + advanced search for more segmenting. 18

19. Content grouping and filtered views  Content-based website  importance on collecting data according to content types.  Easy to do with Drupal as URL patterns reflected all content types. 19

20. Content grouping and filtered views  Filtering views using Regex  Automatic reports based on content types. 20

21. Content grouping and filtered views  We need to prepare special content grouping for Press Centre as they have several content types related to news.  Content Grouping lets you group content into a logical structure in order to provide every kind of business the ability to group its contents according to their own characteristics. 21

22. Content grouping and filtered views 22

23. Other filtered views for miniwebsites  ECLAC mini websites:  For major events (subsidiary bodies) and observatories.  2 ready http://conferenciaelac.cepal.org/ and http://periododesesiones.cepal.org/http://conferenciaelac.cepal.org/http://periododesesiones.cepal.org/ 23

24. Reporting + Dashboards General reports and segmented dashboards 24 &

25. Google analytics reports  Currently, we prepare and send general monthly repots to the Executive Secretary, Web Committee members and ECLAC chiefs.  Key data for the month  General data + comparison with previous period  Exclusion of internal visits  Countries  Devices  Traffic sources (organic, references and social media)  Contents: general, by groups, document download, work areas, subregional headquarters and offices  Subscriptions  Conclusions 25

26. Google Analytics  General data throughout the lifetime of the site (December 1, 2014 to 30 June 2015). 26

27. Custom reports & Dashboards  Segmentation in process:  Defining segmented goals and reports for each division/unit/office.  Developing GA dashboards and reports for each one.  Giving training in order to let focal points check statistics, extract reports and analyze data according to their particular needs.  A Custom Report is a report that you create. You pick the dimensions (City and Browser, for example) and metrics (Sessions, Pageviews, and Bounce Rate, for example) and decide how they should be displayed. You must specify at least one dimension and one metric.  Dashboards are a collection of widgets that give you an overview of the reports and metrics you care about most. Dashboards let you monitor many metrics at once, so you can quickly check the health of your accounts or see correlations between different reports. Dashboards are easy to create, customize and share. 27

28. Custom reports & Dashboards  At ECLAC we are combining quick dashboards with custom reports for each division. 28  Each report includes: Traffic sources, location, page views and audiences.

29. Custom reports & Dashboards  At ECLAC we are combining quick dashboards with custom reports for each division. 29  Each report includes: Traffic sources, location, page views and audiences.

30. Custom reports & Dashboards  Dashboard for substantive divisions divided in two parts: for main page + taxonomy classification. 30

31. What’s next? Data analysis 31 &

32. Next training  Invitation to authors and editors. / September 2015.  With HR certificate.

33. What’s next?  More data collection: Internal search.  Global and segmented Data analysis  data into action.  More events tracking for special campaigns.  Goals definition inside GA platform. 33

34. Thanks! 34 &