A primer on Google Analytics given to attendees of the DNN CMS conference, DNNcon, on April 2016 in Baltimore, MD.

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Using Google Analytics
to Guide & Grade Web Projects
Jason Stone, VP Sales & Marketing,
Engage
jstone@engagesoftware.com

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1. “Beginner-Level” Content
2. Why Analytics Matter
3. What to Look for in the Data
4. Real World Examples
5. Tips and Best Practices
6. A Free Tool
What to Expect Today

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Guiding
Projects
Google Analytics

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1. Used by the Majority of Good Sites
(~70%)
2. ROI (Defend the Spend)
3. DMAIC (Define, Measure, Analyze,
Improve, Control)
The data can answer Marketing’s
questions around who, when, and
what.
Why GA Matters

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• The client has GA installed and
working correctly.
• They’re Going to Share Read &
Analyze Access With You
• Clean data? One URL source,
understand Filters.
First, Confirm Important
Assumptions

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Part 1: Guiding
Let’s Look at the Numbers…

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Initial View is “Audience
Overview”

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Metrics from “Audience
Overview”

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Metrics from “Audience
Overview”
Bounce Rate can have a different average for different kinds
of sites, though 40% is an overall average. In this case, 80.25%
is an indication of a problem. It’s too high for this Client’s site.

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Does this chart look right?

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What about these?

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Behavior > Site Content > All
Pages

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Behavior > Site Content > All Pages >
Page Title

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Metrics from All Pages

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Metrics from All Pages

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Metrics from All Pages

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Metrics from All Pages

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Acquisition > All Traffic > Referrals
Tips and Tricks: Got Bots?

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Advanced Search

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Tips and Tricks: User Searches
Use searches to help see what users
can’t find.
Option 1: Advanced Search for “Search”

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Tips and Tricks: User Searches
Use searches to help see what users
can’t find.
Option 2: Behavior > Site Search >
Overview

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Tips and Tricks: Dealing with a
Larger Site
1. Export the lines to Excel (5,000 at a
time).
2. You’ll Need To Merge the Excel Files.
3. OR use Google Sheets:
https://developers.google.com/analytics/sol
utions/articles/reporting-apps-script
1. Play with the numbers. They offer
real insights.

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Grading
Projects
Google Analytics

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Current GA Universal Analytics Script
Start with the correct GA code.
In DNN Change Host >
SiteAnalytics.config to match the code
from Google Analytics
Admin > Property > Tracking Code

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<script>
(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){
(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),
m=s.getElementsByTagName(o)
[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)})
(window,document,'script','//www.google-analytics.com/analytics.js','ga');
ga('create', ‘UA-XXXXXXXX-X', 'auto');
ga('send', 'pageview');
</script>
Current GA Universal Analytics
Tracking Code
It should look like this:

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Current GA Universal Analytics Script
Swap UA-XXXXXXXX-X code for
[‘Tracking Code’] to use DNN’s Google
Analytics Token.

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Current GA Universal Analytics Tracking
Code
Recommended: Stick with the
Client’s existing UA tracking code
for historic comparison reporting.

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Set Up (Confirm) Views
Master / Raw
Filtered

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Set Up (Confirm) Filters

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Set Up (Confirm) Views
Master / Raw
Filtered

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Set Up (Confirm) Filters: Remove
Internal IPs

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Set Up (Confirm) Filters: Clean
Case

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Set Admin > View
Settings
•Default Page
•“Bot Filtering”
•Site Search Enabled
•Queries Stripped
Install (Confirm) A Clean View

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Remember everything we looked at in
the beginning?
Pick your poison: Sessions, PVs, UPVs,
Time on Site, Bounce Rate, Exit %...
Don’t forget: Event tracking
Set KPIs

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ga('send', 'event', [eventCategory],
[eventAction], [eventLabel],
[eventValue], [fieldsObject])
Event Tracking: Clicks, Media files,
PDFs, etc.

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Acquisition > All Traffic >
Referrals
Got Friends? Tell them about the new
launch.

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Tips & Tricks: View Root
Domains

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Watch for Error 404s

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1. At Launch
2. 30, 60, 90 days
3. GA auto emails to stakeholders
4. Quill Engage by Narrative Science
Monitor the Data

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Questions?
Google Analytics

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Want More?
engagesoftware.com/blog
www.linkedin.com/in/jasonhston
@StoneSTL
Google Analytics

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THANKS TO ALL OF OUR GENEROUS
SPONSORS!
AND MOST OF ALL – THANK YOU!!