“How you define success depends how you measure success”
Why set up goals? Is your website successful? Fine tune design/content Focus resources
Possible goals Contact us RSVP to event Apply Donate Engagement
Goals in GA Metric that meets criteria Page view Time on site Pages per visit
Page View User visits a URL http://www.webproject.ualberta.ca/Cont actUs.aspx http://www.webproject.ualberta.ca/Cont actUs.aspx
Time on site User spends specified amount of time on site > 2:00 Understand how GA calculates time on page/site
Pages/Visit Specific number of pages a user must visit > 3
Possible goals Contact us URL RSVP to event URL Apply URL Donate URL Engagement Time on Site, Page/Visit
What goals will tell you Conversion rate Usability issues Important traffic sources/keywords What works: email, links, advertising, content
Setting up goals
What is a campaign? Method to track traffic from multiple sources to your site (page)
Why use campaigns? See exactly where your traffic is coming from Compare results over time Test different content Learn how different mediums/content/sources contribute to goals
How it works Parameters attached to a URL http://www.ualberta.ca/? utm_source=homepage &utm_medium=web &utm_content=testing &utm_campaign=GASemhttp://www.ualberta.ca/? utm_source=homepage &utm_medium=web &utm_content=testing &utm_campaign=GASeminar
Parameters all use utm_paramName in the URL Source Medium Content Campaign Name
Source Source of traffic from this campaign. Examples: uofa homepage, email newsletter, poster.
Medium Medium used to get to site: email, web, print
Content Specific content of an ad, link, version of site. Content is valuable for segmenting and testing different messages – see which version of a call to action works better.
Campaign Name Name of campaign – if you are creating a campaign that will have many different links back to the website, the Campaign Name can be used to filter all the results.
Remember Campaign parameters are case sensitive
Setting up a campaign
Ingredients Plan your campaign Name (broad).... Content (fine) Google URL Builder http://bit.ly/GAUrlBuilder URL Shortening service bit.ly, tr.im, tinyurl.com
Create a campaign bit.ly/GAUrlBuilder
Why Segment Gain insight/understand traffic Understand trends Learn how pieces of your site compare and contribute