Google Analytics Beyond the code - Virginia Tech by zhouwenjuan


									Google Analytics: Beyond the Code
Create a GA profile

Configure Site Search

Keep searcharg,
author, title, SEARCH

Exclude startLimit,
SORT, endLimit, (and
maybe searchscope)
Copy and paste
tracking code to
botlogo file. Also
manually add to
pages that don’t use
botlogo (view source
to check).

Restart server.

Verify code is visible
in source and GA has
started tracking.
So you added the GA code you’re your
OPAC. Now what?
Top Content is the most commonly viewed report, so let’s
use it to define the labels.
I have separate Profiles for different Virginia Tech library websites; this is the one for
our OPAC. Limited configuration options results in several profiles.
You can Export any report and you can add them to your Dashboard.
URLs are persistent.
Segments are a way of viewing a slice of your data, or multiple slices.
Switch from Explorer view to Navigation Summary to see common paths
through the site.
You can change from the default view of the last month’s data, and you
can compare two date ranges.
Here we’re viewing our fall semester’s usage.
Note the typical wave pattern.
If you compare date ranges, be sure to pick the same start day of the
week (so waves match up) and note other events (like first day of the
Stats at a glance—but not very useful for a site like an OPAC with so many
“pages.” Better to compare similar pages (static vs. dynamic)
Top viewed pages (by URL). Outside of standard pages like search screens,
not much useful here. Note we’re also tracking outbound links.
My Millennium page (patron has logged in); one has kept the scope and
one hasn’t (unscoped version probably from links outside the OPAC)
Link back to library home page. Other highly ranked out bound links
include university home page, Summon, library hours, and ILL
Logged in patrons viewing their checked out items. This page shot up the list
once we started including the URL in courtesy notices and text messages.
Lots of stats. These are much more meaningful in some context or when
limited to useful subsets of data.
Pageviews: people who triggered the JavaScript on this page
Unique Pageviews: people who triggered the javascript on this page for
the first time (cookie)
Avg Time of Page: Measured after leaving this page for another tracked
on your site
                  Bounce Rate: Use hits a single page on your
                  site and then leaves.
                  “I came, I saw, I puked.”

Bounce Rate: Use hits a single page on your site and then leaves.
“I came, I saw, I puked.”
% Exit: This was the last page before they left your site. (High exits are good
on pages linking to external resources: ebooks, ejournals, databases.)
OPAC search screen: Time on page is accurate, surprisingly low bounce and exit
rates (people don’t come by accident, not much there to fool search engines)
My Millennium screen: Surprisingly low time on page, expected low bounce
and exit rates (because you have to login to get there)
Outgoing links: We use Link Tagger code:
Particularly tracking links to ebooks and ejournals
Here’s an example of click-throughs to Knovel ebooks. We can export this data to Excel
and compare with usage data supplied by vendor.
I used a filter to see this slice of data.
How often were title searches used?
How often were author searches used?
How often were subject searches used?
Other built-in reports: Mobile Devices
AirPac does include GA tracking code
Other built-in reports:   Referring Sites
Other built-in reports: Keywords that direct people to your site
Other built-in reports: Site Search
(search terms entered in the OPAC)
The real utility is in creating Custom Reports; you set Metrics (which
stats are reported) and Dimensions (what data is displayed)
Landing pages are the first page a user sees on your site. Get this
custom report:
How are people reaching this version of the My Millennium screen?
Click through the listed URL to see referring page.
Referring pages include Library website pages (as predicted earlier),
Summon, and Serials Solutions pages (openURL).
Which library pages? Click through to see specifics: Homepage, ILL,
Circ, etc.
What search engine keywords drives traffic to our catalog? Click
through to see. Get this custom report:
Lots of people searching for link to catalog page (we also see many
people searching for library homepage)
Keywords used to find catalog pages in general. Get this custom
Advanced Segments lets us look at slices of data. Here I’ve created a
segment that I’ll only use to view numbers of search terms:
Catalog searches w/ 2, 3, 4, 5, 6-10, 11+ Words
Get this custom segment:
I used Test Segment to see
these figures (no need to
view a report). Otherwise
easier to view one by one.

No surprises up top: 2, 3, 4,
5, 6-10, 11+ search terms
steadily decrease in

View more rows to see:
Bump in the 8-15 range
(implies people are
searching using sentences
or article titles, but less
now with Summon)

Implications for
instruction/ prompts/ help
Blank slide for full screen images
We’ve created Filters (that permanently change the data collected) for
My Millennium screens (My Library Account) to remove patron

This protects patron privacy and helps group types of MLA pages.
We strip out scope number (not needed by us) and patron number.
Which MLA pages are used?
§ How do patrons find catalog page
   § Keywords
   § Referrers
§ How do patrons search in the catalog?
   § Types of searches (keyword, author, title)
   § Scopes, limits
   § Number of search terms
§ How do patrons use My Millennium features?
§ How do patrons use the records they find?
   § Track outbound links to e-resources
   § Track outbound links to library webpages

GA can show user behavior
§ What to include in help screens, prompt text on
  search pages, error pages
§ What is our default search (keyword vs title)
§ What do we include in catalog (if very low click
  throughs to an ebook package, do we rely on
  links from vendor site (database) or Web Scale
  Discovery Engine

Data driven decisions
§ How does our implementation of Summon
  affect catalog usage?
    § Click throughs from Summon (referrers and
      record # searches)
    § Decline in number of searches?
§ Does new emphasis on quality searches in
  instruction classes change number of search
    § Decrease in single word searches and over 10
      word searches?

What to look at in the future
§ Send me the email address you use to access
  Google Accounts like GA

§ Consider adding me to your GA Profiles (view
  only) so we can compare data

Want to view our data?
Thank You!

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