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WOA100: Introduction to Web Analytics
Session 3
Expanded and Adapted from lecture notes by: Ali Shah
Sources: wikipedia.com and Advanced Web Metrics with Google Analytics by Brian Clifton
Tuesday, January 29, 2013
Evaluation
Overall
• SAT => 70%
• UNSAT =< 70%
Evaluation so far:
Assignment 1 (returned today) 20%
Quiz 1: Chapter 1-3 (completed today) 15%
Project - GA Demo (Intro today) 35%
Assignment 2: KPI Worksheet (In Class) 15%
Quiz 2: Chapters 4-6, 8, 10 15%
Total: 100%
Late?
Assignment 1 will not be accepted after Jan 30, 2013
Tuesday, January 29, 2013
Session 2: Quick Review
Chapter 2-3
• How websites have evolved
• Data collection methodologies - Server log files vs. JavaScript tagging
• Cookies (1st party vs. 3rd party)
• Online Privacy
• Online resources - Conversion University
• Project Groups
Tuesday, January 29, 2013
Session 3: Overview
What we will over today... (Chapter 4-6)
• Project Intro - Group: Google Analytics Demo + Individual Component
• Create a Google Analytics Account, Profiles, Web Properties,Users
• Add Tracking Code to your pages
• GA Interface Overview
• Home Screen Overview
• Report Layout Explained
• Top Standard Reports
Tuesday, January 29, 2013
Project Overview
Group Component:
1. Set up Google Analytics account with Profiles & Users
2. Tag a standard website using Google Analytics Java Script tags
3. Pick an aspect of Google Analytics functionality (options below,) that is of interest to the group
and appropriate to the type of website that you are working with, to explore in detail.
4. Prepare a group presentation to demonstrate the chosen functionality.
(teach the rest of the class)
Focus Options:
•Flow visualization
•Experiments
•Social Interactions
•Advanced Segments
•Multi-Channel Funnels
•E-Commerce
•Ad Words
•Search Optimizations
•Content
Individual Component:
1. Create a Google Account
2. Create Dashboard - unique to each user
3. Generate a specified website report and provide analysis (TBD)
Tuesday, January 29, 2013
Learning Outcomes
Project Covers the Following Learning Outcomes....
3. Set up a Google Analytics account with users and profiles.
4. Tag a standard website using Google Analytics JavaScript tags.
6. Create dashboards and website reporting to track web channel performance.
Tuesday, January 29, 2013
Project Groups
Please sit together from now on...
Leaders Paula Yasir Wendy Lily James Qiang
Members Nympha Basil Malena Shevin Sarah Sandy
Rahul Vishal Rabya
Tuesday, January 29, 2013
Project Set-up
Basic Requirements:
• Every student in the class needs to have a Google Account:
(https://accounts.google.com ) - if you use Gmail or AdWords, you already have a
Google Account
• Each Group Leader needs to set up a Google Analytics Account > [+New
Account] ) > [+ New Property (web)] > Get Tracking ID and install tracking code on
website
• [+ New Profile] name: TEST PROFILE: WOA100 with Administrator Permissions
• Each Group Member must be added to the TEST PROFILE: WOA100 as a User (Role
= administrator) [ + New User ] - in order to be added as a user, you need to have an
existing Google Account
Leaders must demonstrate Account set up to group members.
Tuesday, January 29, 2013
Project Set-up
Google Login
Accounts Other Google Services (Gmail,
GA account 1 AdWords, WebMaster Tools etc.)
Web mySite.com myOtherSite.com
Properties
Profiles Profile 1 - Profile 2 -
Original WOA100
Users User 1 - Group Leader
(Admin)
User 2 - Group Member A
User 3 - Group Member B
Tuesday, January 29, 2013
Account Set up Instructions
Google Account / Google Analytics Account:
Follow along with the presentation to complete set up by end of class
• Every student in the class needs to have a Google Account:
(https://accounts.google.com ) - if you use Gmail or AdWords, you
already have a Google Account
• Each Group Leader needs to set up a Google Analytics Account:
(https://accounts.google.com > click on [SIGN UP] or Sign in )
• If you have an AdWords/Webmaster Tools account, link to GA - p.188/p194
Tuesday, January 29, 2013
Account Set up Instructions
New Account
• Account Home Click[ Admin] > [+New Account] ) - Create a new
account if you want to keep web properties separate from each other
.
1
2
Tuesday, January 29, 2013
Account Set up Instructions
New Web Property + Tracking ID:
• [+ New Property (web)] > Add website info > Click [Get Tracking ID]
• Install tracking code on website (see visitor data in 24 hours)
.
1 2
Tuesday, January 29, 2013
Sample Google Analytics Code
Asynchronous JavaScript Tag Example:
<script type="text/javascript"> var _gaq = _gaq || []; _gaq.push
(['_setAccount', 'UA-22110033-1']); _gaq.push(['_trackPageview']); (function
() { var ga = document.createElement('script'); ga.type = 'text/javascript';
ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://
ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s =
document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga,
s); })();</script>
Seneca College: WOA100: Introduction to Web Analytics - Class 2 - Lecture notes by: Ali Shah
Tuesday, January 29, 2013
Understanding the tracking code
Seneca College: WOA100: Introduction to Web Analytics - Class 2 - Lecture notes by: Ali Shah
Tuesday, January 29, 2013
Add code to header of webpages
Sample Webpage Code:
<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Strict//EN" "http://www.w3.org/TR/xhtml1/DTD/
xhtml1-strict.dtd">
<html xmlns="http://www.w3.org/1999/xhtml">
<head>
<meta http-equiv="Content-Type" content="text/html; charset=UTF-8" />
<title>Web Star Research: Home Page</title>
<META TAGS FOUND HERE...>
<link href="css/styles.css" rel="stylesheet" type="text/css" />
<link rel="icon" type="image/png" href="favico2.png" />
<script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-22110033-1']); _gaq.push(['_trackPageview']);
(function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' ==
document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName
('script')[0]; s.parentNode.insertBefore(ga, s); })();</script>
</head>
<body>
<!-- REST OF WEBSITE -->
</body>
</html>
Seneca College: WOA100: Introduction to Web Analytics - Class 2 - Lecture notes by: Ali Shah
Tuesday, January 29, 2013
Confirming data collection
Seneca College: WOA100: Introduction to Web Analytics - Class 2 - Lecture notes by: Ali Shah
Tuesday, January 29, 2013
Confirming data collection by source
Seneca College: WOA100: Introduction to Web Analytics - Class 2 - Lecture notes by: Ali Shah
Tuesday, January 29, 2013
Finding your tracking code
Tuesday, January 29, 2013
Customize code for unique setups
Seneca College: WOA100: Introduction to Web Analytics - Class 2 - Lecture notes by: Ali Shah
Tuesday, January 29, 2013
Page Tagging
• GATC - Google Analytics Tracking Code
• Asynchronous = loads parallel with your page, rather then in series = doesn’t
interfere with page loading + improved accuracy because ga.js file loaded first
• exact same code on every page = accuracy
• If using Content Management System (CMS) - add the GATC to your master
template or header file - more reliable
• Other automatic tagging methods: Apache mod_layout, PHP auto_ prepend_file,
Wordpress See p.174-175
• Tools to help troubleshoot your GATC deployment - p.174, Table 6.1
• Keeping a local copy of your data (log files) - e.g. Publishing - auditing purposes - need
Urchin Software + disk space
Goal for next class - Website tagged and report data available
Refer to Chapter 6 and/or
Google Setup Checklist: http://www.google.com/analytics/learn/
setupchecklist.html
Tuesday, January 29, 2013
Account Set up Instructions
Users:
• Account Home > Admin > Select the New Account > Select the Property >
Click on the Test Profile > Web property > Click on [Users] tab
• Each Group Member must be added to the TEST PROFILE: WOA100 as
a User (Role = administrator) [ + New User ]
1. 2
Tuesday, January 29, 2013
Account Set up Instructions
Users:
• [ + New User ] Add User to Account Form - in order to be added as a
user, you need to have an existing Google Account
Goal for end of class - All group members added as Users.
3
Tuesday, January 29, 2013
Intro to GA Interface & Report Layout
Seneca College: WOA100: Introduction to Web Analytics - Class 2 - Lecture notes by: Ali Shah
Tuesday, January 29, 2013
Data Range Selector
Data Range
Selector
Seneca College: WOA100: Introduction to Web Analytics - Class 2 - Lecture notes by: Ali Shah
Tuesday, January 29, 2013
Comparing date ranges
Seneca College: WOA100: Introduction to Web Analytics - Class 2 - Lecture notes by: Ali Shah
Tuesday, January 29, 2013
Home Overview
This is what you will see when you first log in and pick a profile to view (different then the text):
HOME
Seneca College: WOA100: Introduction to Web Analytics - Class 2 - Lecture notes by: Ali Shah
Tuesday, January 29, 2013
Standard Reports
STANDARD
REPORTS
Seneca College: WOA100: Introduction to Web Analytics - Class 2 - Lecture notes by: Ali Shah
Tuesday, January 29, 2013
Report Layout
Online Resource: Interface Navigation Presentation (Conversion University):
http://services.google.com/analytics/breeze/en/v5/interface_navigation_v15_ad1/
Traffic Sources >
O A
Sources > P Q
All Traffic N
M
DIMENSIONS are text C
strings that describe an
item e.g. URL, title,
referral source, medium, L
keyword etc. Found in the B
first column of data in a
report. For most reports, J K D2
dimensions are links you G
can click to drill down for I
on-the-fly segmentation. METRICS
DATA
TABLE
METRICS are the DIMENSIONS
numbers associated with a
dimension e.g. number of
visitors, time on page, E
bounce rate etc. F D1
Seneca College: WOA100: Introduction to Web Analytics - Class 2 - Lecture notes by: Ali Shah
Tuesday, January 29, 2013 A A A
Graphical views III
Seneca College: WOA100: Introduction to Web Analytics - Class 2 - Lecture notes by: Ali Shah
Tuesday, January 29, 2013
Data Exports
Seneca College: WOA100: Introduction to Web Analytics - Class 2 - Lecture notes by: Ali Shah
Tuesday, January 29, 2013
Email Reports
Seneca College: WOA100: Introduction to Web Analytics - Class 2 - Lecture notes by: Ali Shah
Tuesday, January 29, 2013
Top Standard Reports
Everyone will learn about....
•Dashboards
•Export / Email Reports
•Intelligence Events
•Motion Charts
•Goals (KPIs) etc
As you read chapter 5 consider your Group project focus options....
•Flow visualization
•Experiments - link to
•Social Interactions
•Advanced Segments
•Multi-Channel Funnels
•Ad Words
•Search Optimizations
•Content
Seneca College: WOA100: Introduction to Web Analytics - Class 2 - Lecture notes by: Ali Shah
Tuesday, January 29, 2013
Summary of Goals by Next Class
By End of Class:
- Group: GA Account + Web Property + New Profile (Test WOA100)
- All group members added as Users
By Next Class:
- Website tagged and report data available (refer to Ch. 6)
- Read Chapter 4-5 - Refer to GA (once access is granted)
Hands On - Group work:
• Time in class to complete Account Set up - Leaders demo
• Discuss preliminary Project Focus Options
Tuesday, January 29, 2013
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