Introduction to Web Analytics ! Importance of Introduction to Web Analytics for client website.Check out this presentation,To know this in more details how Introduction to Web Analytics ? Learning Catalyst Provide Professional Training in Digital Marketing in India.To know more subscribe above mention link :http://bit.ly/1DdRqDA

1. Agenda for the Web analytics sessions

2. Basics
• Importance
• Overall view ( All tactics vis a vis in one place)
• Site level (after platform level has been consumed)
• What did the other 98% do
• SEM managers, Product Managers, WA specialists use it the most
• Careers
• MBA, Marketing, Stats, Analytical bent of mind
• GA certificate

3. What does GA help to measure

4. What Does Web Analytics Measure?
• Visitors - WHO
o Characteristics
 Browser, new vs. return,
location
• Traffic - WHERE
o Origins
 Keywords, refers, pages
• Content – WHAT
o Effectiveness
 Bounce rate, paths,
navigation summary

5. Google
Analytics
collects your
data based on
5 broad
segments …Which give us over 80
primary reports, which
can be further drilled
down to over 1,000
unique reports.
Reported Segments

6. Graph
•Day/week/month views
•Compare 2 metrics
•‘Compare to site’
•Compare date ranges
•Highlight data point on
mouse-over
Data table
•Overview of selected
component
•5 unique data views
•Search box to
include/exclude specific data
•Easily compare performance
to Site Avg.
Easily export/email a
report
•4 format options, incl. PDF,
XML, CSV & TSV
Data Representation

7. Why is Web analytics an in-demand skill

8. Overall view ( All tactics vis a vis in one place)
Site level (after platform level has been
consumed)
What did the other 98% do
SEM managers, Product Managers, WA
specialists use it the most

9. But most businesses suck at knowing what to do
with this ‘live’ data
Like BIG time
And that’s why Web Analytics is a
‘much in demand’ skill.

10. Putting the GA code on your site and checking
for it
https://support.google.com/analytics/answer/1008080?hl=en

13. Placing the analytics code

14. Some Basic Metrics

15. So… What are HITS?
A hit is a request to a web server for a file
(web page, image, JavaScript, Cascading
Style Sheet, etc.). When a web page is
uploaded from a server the number of
"hits" or "page hits" is equal to the number
of files requested, therefore one page load
does not always equal one hit because
often pages are made up of other images
and other files which stack up the number
of hits counted. Because one page load
does not equal one hit it is an inaccurate
measure of a websites popularity or
web traffic… Wikipedia

16. Important basics

17. Visitor gets determined based on
Cookies
What data won't get through to Google Analytics?
• Disabled Javascript
• Blocked all cookies
• Deleted Cookies
o comes up as new visitor though
• Error in Javascript prior to analytics code
• Mobile Devices can with no javascript enabled

18. • Visits - how many visits your site received (one person can visit site
several times – it will count as several visits)
• Absolute Unique Visitors - how many people visited your site (one
person can visit the site several times, but it will be just one visitor)
• Pageviews – how many pages were accessed by visitors (one
visitor can view the same page 10 times; it will be 10 pageviews)
• Pages per Visit – on average, how many pages were viewed during
each visit (a person visited the site twice; in the morning he viewed
2 pages, in the evening he viewed 4 pages – the average will be 3
pages per visit)
• Bounce Rate – % of visits that included only one page
• Average time on site – average time each visit took
• New Visitor – a visitor that have not visited the site before the
selected reporting period

19. Some other imp things before you head to reports
• Dimensions – Primary and Secondary
• Segments – Existing and Customized
• Add to Dashboard feature
• Export any report

20. Wait.. Do you know what data to look out for ?
-What is ailing your business ?
-What data your managers want ?
-What kind of improvement you want in short term and long
term ?
-What were the recent initiatives that you want to be tracked

21. Case : Learning Catalyst

22. AUDIENCE
• How is traffic growing month on month ? Year on year
• Is engagement improving
• Locations : Which locations are responding well to campaigns ? Should
we start offices in other locations also ?
• Browsers : Which ones are the main ones – which we need to
communicate to our designers
• Visitors Flow : Are we helping people with what they want ?
• Map Overlay : Not insight, but actual data of what has worked. Which geos
working for brand in organic search, Keyword trends so that you can make
ad groups. Which geos – which sites are working for you so that you can do
managed. What is doing well wrt to goals and e-commerce.
• % New visits : Take percentage and see. Does it relate to your ad
campaigns. Too much of variation.
• ,

23. TRAFFIC SOURCES
• Keywords : Where can you NOT spend on SEM. Doing well for a relatively
new business for Brand. SEO needs to be ramped up.
• Keywords : who are our unexpected heroes.
• Direct Traffic : wrt to geos and cities
• Referring Sites : wrt to geos and cities
• Page Title : wrt keywords and sources

24. CONTENT
• Top Landing Pages : Compare with SEO keywords if intended.
• Top Exit Pages : Analyze wrt sources for problem exit pages
• In-page analytics : Very useful (example – is flash too big)

25. Case 2 : ICICI Lombard

26. Tracking campaigns
• Campaigns (electronic format) need to be “tagged” before they start
• Campaigns (not electronic format, direct mail for example) need to have a
special “nice” URL; which itself need to be “tagged”
If campaign is not tagged before
it is sent, it can not be tracked

27. Goals
• Select page you want visitor to see to reach the goal
o Goal is usually Thank you or confirmation page
 Types of Goals
 Thank you page on contact form
 PDF Download for White Paper
 Newsletter Signup
 Feed Subscriptions
• Set-up Goals under
o Analytics Settings -> Profile Settings -> Conversion Goals and
Funnel
 Select up to 4 goals per profile
 Set up duplicate profiles to add more goals
o Enter URL of Goal Page
 Ex. /Confirmation.aspx
o Name the goal
• Funnel steps on next page
Image via www.headachecare.com

28. Funnel/Match Types
• Funnels show where enter and how go through process
o Show where you may lose would be customers
• Add URL of pages leading to goal page
o Name Steps (Ex. Select Contact Form)
• Match Type
o Defines how google analytics identifies a goal/funnel
o Match Types
 Head Match
 /offer1/ (anything after / will still be counted)
 Exact Match
 /offer1/signup.html
 Regular expression match
 If you have multiple signup forms under one goal
(/.*/signup.html
 /offer2/signup.html and /offer3/signup.html

29. Goal Value
• Assign monetary value for non-ecommerce goals
• Example
o Sales team can close 10% of people who request to be
contacted
o Average Transaction is $500
o Assign $50 (i.e. 10% of $500) to your "Contact Us" goal
Image via http://risingsouthfoundation.com

30. Funnel Visualization Report
• Displays visual representation of certain goal and path before
and after each step in funnel (Left = step before, Right
= step after)
• Goals -> Funnel Visualization

31. Creating User Accounts/Profiles
• One login can have access to 25 accounts
• Difference between Admins/Users
o Users are read only; restricted to specific profiles
o Admins can do everything (view all reports/edit account settings)
• Profiles typically per domain
o set up for subdomains
o setup for subset of data for one domain
o set up reports for one domain where different users get different
access