Analytics

Objectives

 How Google Analytics Works?

 Interface & Navigation
 Benchmarking
 Filtering Data
 Campaign Tracking
 Tracking Flash/Videos
 Website Optimizer
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.
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 the
individual sessions initiated by all 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
Visitors Overview:
Track all the details about your site visitors, who they are? Where they
came from? Etc.

• Map Overlay: Measure traffic volume (visits, pageviews), but as well visitor
quality (pageviews per visit, conversion rates, per visit value, etc) metrics by
geographic region. The default view is by continent, but can be narrowed right
down to city level.
• New vs. Returning: Comparison between new visits and returning visits
• Language: Language was used by user to view site pages.
• Visitors Trending: Check various metrics such as Visits, Absolute Unique
Visitors, Pageviews, Avg. Pageviews, Time on site, Bounce Rate, and New Visits
• Visitors Loyalty: Reports the number of visitors visit your site a number of
times. Recency (Reports the no. of returning visitors visited earlier on your
site), Length of visits (Reports the average spend time on site by a no. of
visitors ) and Depth of Visits (Reports the no. of page viewed by a no. of
visitors of website)
• Browser Capabilities: Browsers used by users to view your site, like Internet
Explorer, Firefox, Safari, and Opera
• Network Properties: Reports Network Location, Host Names and Connections
Speed
 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?
 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:

2. Exclude all traffic from a domain 2. Exclude Pattern

3. Exclude all traffic from an IP address 3. Include Pattern

4. Include only traffic to a subdirectory 4. Search & Replace

5. Advanced: This type of filter allows you to build a field from one
or two other fields.
6. Uppercase / Lowercase: These filters only affect letters, and will
not affect characters or numbers.
Campaign Tracking
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 Flash/Videos
How do I track Flash events?
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. Important: Please note that your analytics tracking code and calls to _gat._getTracker must be placed on the page
above the call to _trackPageview.

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');");
}
Website Optimizer
You can track your site with Google Analytics while you are running an experiment. However, you will need to set that up separately
from your Website Optimizer experiment; Website Optimizer requires you to add new tags to your pages that are only used for
experiment tracking.
There are two kinds of reports: a combination report and a page section report. Each of the columns in those reports provides a
different insight into the performance of combinations, page sections and variations.

Combination Report: A combination report will show

Page Section Report: In contrast to the combination
the performance results for all of the page
report, which relates to your content performance as
combinations made from the page section variations
whole combinations, the page section report focuses
you created for your experiment. By seeing how well a
on which variations to each page section performed
particular combination performs in comparison with the
best.
original and the other combinations, you can choose
the most successful one to improve your business.