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Google-Analytics-SEO-Meetup

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Google-Analytics-SEO-Meetup Powered By Docstoc
					            Analytics


By Mark Barrera

twitter.com/mark_barrera


http://bit.ly/markbga
Objectives
                Overview & installation
                Understanding your visitors
                Referring source analysis
                Keyword analysis (branded & non-
                 branded)
                Tracking other marketing efforts
                 including PPC, social media, email,
                 offline promotions, etc
                URL shortener usage for Analytics
                Automating and analyzing reports
                Advanced tracking techniques (PDF
                 downloads, etc)
How Google Analytics Works?
                              There are essentially five steps:

                              1.   A visitor loads a page on your
                                   website
                              2.   In the process, browser loads and
                                   runs Javascript from Google
                              3.   Javascript collects information about
                                   the visitor
                              4.   The information is sent to Google by
                                   requesting a URI (Uniform Resource
                                   Identifier)
                              5.   A program on Google's end then
                                   stores all the detailed observations
                                   that were recorded by the
                                   Javascript. All those details are
                                   analyzed and displayed in pretty
                                   graphs.
Installation

    GA Installation Guide - http://bit.ly/markbgasetup

    Step 1 - Create a Google Analytics account
    Step 2 - Configure your profile
    Step 3 - Edit the tracking code for custom website setups
    Step 4 - Add the tracking code to your pages
    Step 5 - Link with your AdWords account
    Step 6 - Create goals and funnels
    Step 7 - Tag your advertising campaigns
    Step 8 - Creating Filters
    Step 9 - Grant access to other users
    Step 10 - Enable e-commerce transaction tracking
Interface & Navigation
Interface & Navigation

                                                                   Bounce Rate:
            Visits:
                                                                   Bounce rate is the percentage of single-page visits
            Visits represent the number of
                                                                   (i.e. visits in which the person left your site from
            individual sessions initiated by all the
                                                                   the entrance page).
            visitors to your site.




              Pageviews:                                                Avg. Time on Site:
              A pageview is defined as a view of a page                 Avg. Time on site is one way of measuring visit
              on your site that is being tracked by the                 quality. If visitors spend a long time visiting your
              Analytics tracking code.                                  site, they may be interacting extensively with it.




           Pages/visits:                                  %New Visits:
           An average number of pages a visitor have      A percentage of new visits out of the total
           consumed on your website.                      visits on your website on the basis of
                                                          cookies.
Interface & Navigation


Calendar/Timelines:
You can select a different
timeline or date range for
extracting data.



                             Data Comparison:
                             Data of two different
                             timelines can be
                             compared.
Interface & Navigation


                     One Metric:
                     Here you can select the
                     metric in which you want
                     graph to be displayed.




                         Compare Two Metrics:
                         Here you can select two
                         different metrics for
                         comparison and displayed on
                         the graph.



                            Compare to site:
                            Your site can be compared on various
                            available metrics with other industry
                            specific sites & displayed on the
                            graph.
Interface & Navigation
  Interface & Navigation

                                                                                       All Traffic Sources: How do people referred
                                                                                       from search engines, sites, and tagged links
                                                                                       compare to the "average" visitor to your site?
                                                                                       The graph shows the overall trends while the
                                                                                       table shows the specific sources (i.e. search
                                                                                       engines, sites, and tagged links) driving the
                                                                                       trends.


                                                                                       Direct Traffic: How do the people who
                                                                                       clicked a bookmark to come to your site or
                                                                                       typed your site URL into their browser
                                                                                       compare to the "average" visitor to your site?
                                                                                       Direct traffic can include visitors recruited via
                                                                                       offline (i.e. print, television) campaigns.




Referring Sites: How do the people referred from other sites compare to the "average" visitor to your site? The graph shows the overall
trends in traffic volume from referrals while the table lists the sites driving the trends.

Search Engines: How does search engine traffic compare to traffic as a whole to your site? The graph shows overall trends while the
table lists the search engines driving the trends.

Keywords: How does traffic from search keywords compare to traffic as a whole to your site? The graph shows overall trends while the
table shows the keywords driving the trends.
 Interface & Navigation




Top Content
Shows you the most popular pages on your site and what they contribute to your site’s overall performance.

Content by Title
Which are the most commonly viewed groups of pages on your site (grouped by title), and how are they used? This report provides the
same information that is in the "Top Content" report, but aggregated by title tag value.

Content Drilldown
This report allows you to view your content by drilling down into the folder structure you've set up on your site.
Interface & Navigation
                         Total Conversions: A daily or hourly breakdown of total
                         goal conversions.
                         Conversion Rate: The percentage of visits that result in
                         the visitor taking an action that you have defined as
                         important to your business.
                         Abandoned Funnels: Goal abandoned funnels shows the
                         number of times a visitor started a conversion activity
                         without completing it.
                         Goal Value: Goal Value is the total revenue realized from
                         goal conversions.
                         Funnel Visualization: At what point do visitors who
                         begin a defined funnel process abandon it?
Traffic Sources > Search Engines
Branded versus Non-branded keywords
Branded versus Non-branded keywords
Branded versus Non-branded keywords

   The pipe symbol, |, symbolizes the logical expression
   OR.

   For example, if you are looking at the Keywords report
   and you only want to see those keywords that contain
   the strings “horsa" or “reax" or “ultimo", you can type
   horsa|reax|ultimo into the Find Keyword box at the
   bottom of the report.

   This would allow you to filter for ‘containing’ and
   ‘excluding’ to either show your branded or non-
   branded traffic
Tracking PPC / Social Media / etc


    Default Tracking Method
    By default, traffic from Twitter will be tracked as
    referral traffic in Google Analytics. if someone
    clicks on a link to your site from a tweet you will
    see ‘www.twitter.com’ in the Referrals report.
Tracking PPC / Social Media / etc
                     AdWords Campaign (AdWords): How do the people referred from your AdWords
                     Campaigns compare to the "average" visitor to your site? Click an AdWords Campaign
                     in the table to see its component ad groups and keywords. The "Clicks" tab displays
                     the AdWords cost, impression, and ROI data useful for monitoring the profitability of
                     your AdWords Campaigns and keywords.
                     Keyword Position (AdWords): Where do your AdWords ads appear on Google
                     search results pages and how much influence does search position have on volume
                     (Visits) and visit quality (Avg. pageviews, conversion rates, per visit value)? Use this
                     report to determine your optimal search position for each keyword and plan your
                     bidding accordingly. Drill down from any keyword to see its display position: T1
                     through T3 indicate that your ad was promoted to the top of the search results page.
                     Positions 1 through 8 indicate a position in the right-hand column on the first page.
                     Campaigns: How do the people referred from your configured campaigns compare to
                     the "average" visitor to your site? The graph shows overall trends while the table lists
                     each of your configured campaigns. Since all traffic in this report results from
                     campaigns that you explicitly control, you can use this information to add or delete
                     campaigns, or to determine the effectiveness of tests that you have set up using
                     custom tags.
                     Ad Versions: How do your AdWords ads (and configured campaigns in which you
                     have use the "content" tag) compare against each other? This report shows you which
                     ad copy (in AdWords ads or in configured campaigns) is most effective. Ads with high
                     clickthrough rates show that the copy is effective at getting the user to click, while
                     high bounce rates, for example, indicate a need for landing pages that are consistent
                     with what the ad promises.
Tracking PPC / Social Media / etc


    Preferred Tracking Method
    A better way to track a Twitter campaign would be to
    use GA’s campaign tracking feature. This method will
    track anyone visiting the site as a result of your tweet,
    regardless of where they clicked on the URL. It doesn’t
    matter if it’s in an email client, hosted email app. etc.
Tracking PPC / Social Media / etc


    Let’s dig deeper. I’m really interested in knowing how
    people are using Twitter. Are they on their mobile (like
    me) or PC? This can have a big impact on how they
    interact with my tweet. Let’s segment the tweet by OS:
Tracking PPC / Social Media / etc
Tracking PPC / Social Media / etc

                       Required. Use utm_source to identify a search engine, newsletter
    Campaign Source
                       name, or other source.
    (utm_source)
                       Example: utm_source=google

                       Required. Use utm_medium to identify a medium such as email or
    Campaign Medium
                       cost-per- click.
    (utm_medium)
                       Example: utm_medium=cpc

    Campaign Term      Used for paid search. Use utm_term to note the keywords for this ad.
    (utm_term)         Example: utm_term=running+shoes


                       Used for A/B testing and content-targeted ads. Use utm_content to
    Campaign Content
                       differentiate ads or links that point to the same URL.
    (utm_content)
                       Examples: utm_content=logolink or utm_content=textlink


                       Used for keyword analysis. Use utm_campaign to identify a specific
    Campaign Name
                       product promotion or strategic campaign.
    (utm_campaign)
                       Example: utm_campaign=spring_sale
Tracking PPC / Social Media / etc

  http://www.markbarrera.com/?utm_source=twitter&utm
  _medium=social&utm_campaign=tweets-non-promo



 http://bit.ly/markbex1
Bit.ly
Goals
Goals
 Custom Reports




Quick Start Guide for Custom Reporting - http://bit.ly/markbgacr
Custom Reports
 Metric (columns)
 A metric is a quantitative measure of how visitors interact with your site. Metrics
 include things like pageviews (the number of times visitors viewed a page), time on
 page (the amount of time they spent looking at a page), and bounce rate (the
 percent of visitors that leave your site after only 1 page). The important thing to
 remember here is that metrics are always numerical. Metrics will be your column
 headings, horizontally across the top of your report.

 Dimension (rows)
 A dimension is a characteristic of a visitor or a page on your website that you can
 use to organize your metrics. Dimensions are almost always text, such as "new"
 vs "returning" (visitor type) or "North America" vs "Europe" (region).
 Dimensions will make up the rows in your report and will let you drill-down to
 multiple levels of detail (e.g. you can click on "Google" to learn more about that
 referring site).
Exporting Reports
Report Automation
Tracking PDFs, AVI, WMV, etc
Google Analytics provides an easy way to track clicks on links that lead
to file downloads. Because these links do not lead to a page on your
site containing the tracking code, you'll need to tag the link itself with
the _trackPageview() JavaScript if you would like to track these
downloads. This piece of JavaScript assigns a pageview to any click on
a link - the pageview is attributed to the filename you specify.

For example, to log every click on a particular link to
www.example.com/files/map.pdf as a pageview for /downloads/map
you would add the following attribute to the link's <a> tag:

  <a href="http://www.example.com/files/map.pdf" onClick="javascript:
pageTracker._trackPageview('/downloads/map'); ">
Tracking Outbound Links

For example, to log every click on a particular link to www.example.com as a pageview
for /G1/example.com you would add the following attribute to the link's tag:

<a href="http://www.example.com" onClick="javascript:
pageTracker._trackPageview("/G1/example.com");">

It is a good idea to log all of your outbound links into a logical directory structure as
shown in the example. This way, you will be able to easily identify what pages visitors
clicked on to leave your site.

To verify that _trackPageview() is being called correctly, you can check your Top Content
report 24 to 48 hours after the updated tracking code has been executed. You should be
able to see the assigned pagename in your report.

Step 2: Use the Artificial Pagename as the Goal URL

You can now set the Goal URL as:

/G1/example_com
Tracking Flash/Videos
 Google Analytics lets you track any browser based event, including Flash and JavaScript events by using
 the _trackPageview function, you can assign a page filename to any Flash action, and enter that
 filename into the appropriate goal or funnel step.


 Flash Code Examples:
   on (release) {
   // Track with no action
   getURL("javascript:pageTracker._trackPageview('/folder/file.html');");
   }
   on (release) {
   //Track with action
   getURL("javascript:pageTracker._trackPageview('/folder/file.html');");
   _root.gotoAndPlay(3);
   myVar = "Flash Track Test";
   }
   onClipEvent (enterFrame) {
   getURL("javascript:pageTracker._trackPageview('/folder/file.html');");
   }
  Benchmarking




Benchmarking is an optional Google Analytics service that shows how your website's statistics compare against
other industry verticals.
In the beta version of this service, you are able to compare your site's Visits, Pageviews, Pages per Visit,
Bounce Rate, Average Time on Site, and New Visits data against benchmark data from categories of other
participating websites.
You can use this data to gain broader context for your site so you can identify additional opportunities to improve
your site's metrics.
Filtering Data




Predefined filters:                           Custom filters:

1.   Exclude all traffic from a domain        1.   Exclude Pattern

2.   Exclude all traffic from an IP address   2.   Include Pattern
     (whatismyip.com)                         3.   Search & Replace
3.   Include only traffic to a subdirectory   4.   Advanced: This type of filter allows you to build a field from one
                                                   or two other fields.
                                              5.   Uppercase / Lowercase: These filters only affect letters, and will
                                                   not affect characters or numbers.
mark@markbarrera.com
    214-908-0954
   @mark_barrera
 www.markbarrera.com

				
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posted:8/5/2012
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