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Google Analytics - What's it all about? Jed Becher Web Coordinator Minnesota Department of Natural Resources Intersect August 9, 2011.

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Presentation on theme: "Google Analytics - What's it all about? Jed Becher Web Coordinator Minnesota Department of Natural Resources Intersect August 9, 2011."— Presentation transcript:

1 Google Analytics - What's it all about? Jed Becher Web Coordinator Minnesota Department of Natural Resources Intersect August 9, 2011

2 What can you learn from GA? Number visits – Uniques not accurate Number visits – Uniques not accurate Number of pages viewed Number of pages viewed Pages viewed per visit Pages viewed per visit Bounce rate – user looked at one page and left Bounce rate – user looked at one page and left Average time on site Average time on site Visitor types - mobile / new and return visits Visitor types - mobile / new and return visits Keywords used in search - can filter by anything Keywords used in search - can filter by anything Referrers / search engine traffic Referrers / search engine traffic

3 What can you learn from GA? Top landing pages Top landing pages Top exit pages Top exit pages Time comparison one year to the next Time comparison one year to the next Campaign tracking – track external advertising clicks to a page on your site Campaign tracking – track external advertising clicks to a page on your site Track downloaded files - using extra URL code Track downloaded files - using extra URL code Track site exits – using extra URL code Track site exits – using extra URL code View an overlay of site traffic on entire site View an overlay of site traffic on entire site Send weekly or monthly reports of anything Send weekly or monthly reports of anything

4 What can you learn from GA? Link to AdSense and AdWord accounts Link to AdSense and AdWord accounts View content viewed on or by …. View content viewed on or by ….  New users  Returning users  Visitors coming via search  A particular referrer  A particular day  A certain browser / mobile users

5 Page Tags GA is a SaaS page tag service. These usually captures data with JavaScript code GA is a SaaS page tag service. These usually captures data with JavaScript code Page Tags collect data via the visitor’s web browser and sends information to remote data- collection servers – method employed by GA Page Tags collect data via the visitor’s web browser and sends information to remote data- collection servers – method employed by GA Page tags are best to use in a CMS environment where all content flows through templates otherwise the tracking tags can get removed Page tags are best to use in a CMS environment where all content flows through templates otherwise the tracking tags can get removed If a page does not have a tag, it is not tracked If a page does not have a tag, it is not tracked

6 Page Tag Methodology AdvantagesDisadvantages Breaks through proxy and caching servers–provides more accurate session tracking Setup errors lead to data loss–if mistakes are made with tags, data is lost and cannot be reanalyzed Tracks client-side events– e.g. JavaScript, Flash, Web 2.0 (Ajax) Firewalls can mangle or restrict tags. JavaScript may be disabled by user. A JavaScript error will skip the page Captures client-side-e-commerce data Server–side access can be problematic Cannot track bandwidth or completed downloads–tags are set when the page or file is requested, not when the download is complete Collects and processes visitor data in nearly real time Cannot track search engine spiders– robots ignore page tags Allows the vendor to perform program updates for you Requires the use of cookies (can be disabled or deleted) Allows the vendor to perform data storage and archiving for you (Source: Advanced Web Metrics, second Edition by Brian Clifton)

7 Log Files Log files refer to data collected by your web server independently of a visitor's browser: The web server logs its activity to a text file that is usually local. Server-side data collection captures all requests made to your web server, including pages, images, and PDF’s. Log files refer to data collected by your web server independently of a visitor's browser: The web server logs its activity to a text file that is usually local. Server-side data collection captures all requests made to your web server, including pages, images, and PDF’s. Analog, Webalizer, and AWStats are open source examples. WebTrends is a commercial example Analog, Webalizer, and AWStats are open source examples. WebTrends is a commercial example

8 Log File Methodology AdvantagesDisadvantages Historical data can be reprocessed easily Proxy and caching inaccuracies–if a page is cached, no record is logged on your web server No firewall issues to worry aboutNo event tracking–e.g., no JavaScript, Flash, Web 2.0 tracking (Ajax) Can track bandwidth and completed downloads–and can differentiate between completed and partial downloads Requires your own team to perform program updates Tracks search engine spiders and robots by default Requires your own team to perform data storage and archiving Tracks legacy mobile visitors by default Robots multiply visit counts Always available – not reliant on cloud (Source: Advanced Web Metrics, second Edition by Brian Clifton)

9 Numeric Differences Visits (DNR 2010)Page Views (DNR 2010) Log File (AWStats)8,423,13251,343,578 Page Tag (GA)9,821,03256,794,914 Difference1,397,9005,451,336 Google Analytics recorded a significantly higher number of visits and page views Google Analytics recorded a significantly higher number of visits and page views Views/ visits do not include PDF downloads or links to external sites Views/ visits do not include PDF downloads or links to external sites Differences attributed to proxy servers and browsers caching pages Differences attributed to proxy servers and browsers caching pages

10 IP Address Issues A typical home PC averages 10.5 different IP addresses per month A typical home PC averages 10.5 different IP addresses per month Those visits will be counted as 10 unique visitors by a log file analyzer Those visits will be counted as 10 unique visitors by a log file analyzer Visits will be counted as 10 visits but 1 visitor by GA as the PC used the same tracking cookie Visits will be counted as 10 visits but 1 visitor by GA as the PC used the same tracking cookie

11 AWStats by Directory Would need to add up all views to find total by directory topic – no way to add up all things for this division, parks, trails, ATV and more Would need to add up all views to find total by directory topic – no way to add up all things for this division, parks, trails, ATV and more

12 AWStats for Itasca State Park Need to add all page views to find out how many page views this park had, can’t tell by day Need to add all page views to find out how many page views this park had, can’t tell by day

13 AWStats Year Summary

14 GA Year Summary Peaks on Monday, lows on Sunday. Mobile use is the opposite, peaks on Saturday and Sunday Peaks on Monday, lows on Sunday. Mobile use is the opposite, peaks on Saturday and Sunday

15 Page Tags use Cookies Moving the GA page tag from the bottom of the page to the top increases the reported traffic by 20 percent but it can also make a page take longer to load Moving the GA page tag from the bottom of the page to the top increases the reported traffic by 20 percent but it can also make a page take longer to load PDF’s not tracked by default PDF’s not tracked by default Integration with AdWords and AdSense Integration with AdWords and AdSense Small, 4kb or less, stored locally Small, 4kb or less, stored locally GA referrer cookies last six months GA referrer cookies last six months

16 Page Tags use Cookies Persistent cookies and session cookies – used to identify users for later use. Used to determine how many first-time or repeat visitors a site has received, how many times a visitor returns each period, and how much time passes between visits Persistent cookies and session cookies – used to identify users for later use. Used to determine how many first-time or repeat visitors a site has received, how many times a visitor returns each period, and how much time passes between visits First and third party cookies, first party can only be viewed by the domain setting the cookie First and third party cookies, first party can only be viewed by the domain setting the cookie GA uses first-party, anonymous cookies only GA uses first-party, anonymous cookies only

17 How to Implement Get a Gmail account Get a Gmail account Set up a Google Analytics account Set up a Google Analytics account Add the tracking code to the header of all pages Add the tracking code to the header of all pages

18 Sign Up for an Account

19

20 View of DNR Profiles Main DNR Profile tag

21 Code Needed for Each Page var _gaq = _gaq || []; var _gaq = _gaq || []; _gaq.push(['_setAccount', ' UA ']); Tracking Code is Unique for each domain _gaq.push(['_setAccount', ' UA ']); Tracking Code is Unique for each domain _gaq.push(['_trackPageview']); _gaq.push(['_trackPageview']); (function() { (function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google- analytics.com/ga.js'; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google- analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })(); })();

22 Also Available for WordPress Download the plug-in Download the plug-in Install the Plug-in Install the Plug-in Start viewing stats Start viewing stats

23 WordPress Plug-ins

24 DNR Installed Plugins

25 Configuring Plug-in

26 Some of What GA Can Provide Where users are coming from Where users are coming from Mobile users Mobile users Keywords used Keywords used Referrals Referrals Track PDF downloads Track PDF downloads Track clicks to external domains Track clicks to external domains

27 Map Where Users are Coming From Shows that Deer disease traffic was concentrated around Rochester where the outbreak was located (Pine Island) Shows that Deer disease traffic was concentrated around Rochester where the outbreak was located (Pine Island)

28 Look Specifically at Mobile Traffic

29 Pages Mobile Users Viewed

30 Mobile Operating Systems

31 Keywords Used for Fall Colors

32 Sites Referring to Fall Colors

33 Tracking PDF and offsite Links To track links to a PDF or external domains, extra code needs to be added to the URL To track links to a PDF or external domains, extra code needs to be added to the URL Buy a horse pass online Buy a horse pass online Page shows up as: ELS/horsepass-faq.html Page shows up as: ELS/horsepass-faq.html This will be recorded as a page view This will be recorded as a page view

34 Virtual Page Views – Buy a License Shows increase prior to state shutdown Shows increase prior to state shutdown

35 Tracking Views for License Plates Surge from News Release and Trib story Surge from News Release and Trib story

36 Tracking Views for License Plates These were referrals from the Trib on a given day related to a specific story they ran These were referrals from the Trib on a given day related to a specific story they ran

37 Creating a Tracking URL Ever wonder what those long, strange urls’ are behind banner images? Ever wonder what those long, strange urls’ are behind banner images? Here is an example of one the DNR used for a spring State Park advertising campaign Here is an example of one the DNR used for a spring State Park advertising campaign it/index.html?utm_source=google&utm_medium =cpc&utm_content=spring%2Fsummer&utm_ca mpaign=AdventureMadeEasy it/index.html?utm_source=google&utm_medium =cpc&utm_content=spring%2Fsummer&utm_ca mpaign=AdventureMadeEasy Google has a tool to create the URL Google has a tool to create the URL

38 Creating a Tracking URL

39 Results From a Tracking URL

40 Filtering a Tracking URL

41 Results From a Tracking URL

42 Pages Views From a Tracking URL

43 Can track specifically how many came from the tracking URL Can track specifically how many came from the tracking URL Can track specifically how long those visitors stayed on the site, if they were new or returning visitors Can track specifically how long those visitors stayed on the site, if they were new or returning visitors And more importantly, what they looked at and how far they went into your site and how long they stayed And more importantly, what they looked at and how far they went into your site and how long they stayed Results From a Tracking URL

44 Page Overlay View page views on any page View page views on any page Shows page views and % of traffic Shows page views and % of traffic Works on entire site Works on entire site

45

46 Compare Year to Year

47 Custom and Regular Reports Can send a report up to ten addresses Can send a report up to ten addresses One time reports One time reports Weekly Weekly Monthly Monthly PDF, CSV, XML PDF, CSV, XML Sent on Mondays Sent on Mondays

48 DNR Weekly Reports

49 Setting up Weekly Reports

50 One Time Reports

51 Segment Reports Report on a number of different sections of a site in one report Report on a number of different sections of a site in one report Search by directory or page or many of the other parameters that GA supports such as mobile and search combined Search by directory or page or many of the other parameters that GA supports such as mobile and search combined Schedule the report Schedule the report

52 Segment Reports

53 Some of the segments that GA can track: Some of the segments that GA can track: All Traffic All Traffic Visitor Type (new or returning visitor) Visitor Type (new or returning visitor) City City Region Region Country/Territory Country/Territory Campaign Campaign Keyword Keyword Source Source Medium Medium Referral path Referral path Landing Page Landing Page Exit Page Exit Page

54 Shutdown Traffic June 30 th, very busy day, big drop but there were still visits to the “we are shut down page” and then a major uptick on 7/21 and then normal traffic again June 30 th, very busy day, big drop but there were still visits to the “we are shut down page” and then a major uptick on 7/21 and then normal traffic again 44,500 page views on Thursday restart vs. 38,000 on a typical Monday (normally busiest day) 44,500 page views on Thursday restart vs. 38,000 on a typical Monday (normally busiest day)

55 Resources Advanced Web Metrics with Google Analytics – Second Edition by Brian Clifton Advanced Web Metrics with Google Analytics – Second Edition by Brian Clifton Google Analytics Help Google Analytics Help Google Analytics Support Forum Analytics?hl=en Google Analytics Support Forum Analytics?hl=en Analytics?hl=en Analytics?hl=en

56 Resources ources_books ources_books ources_books ources_books

57 Free service, up to 5 million hits per month, if there are more than 5 million, your GA account needs to link to an active AdWords account. More info at: er.py?answer=55476 Free service, up to 5 million hits per month, if there are more than 5 million, your GA account needs to link to an active AdWords account. More info at: er.py?answer= er.py?answer= er.py?answer=55476 Limitations on Hits Per Month

58 Previously the limit on profiles for the free version was 50 profiles, the paid version was limited to 200 profiles. More info at: s/thread?tid=6bbdedcd0c35d5d0&hl=en https://www.google.com/support/forum/p/Google+Analyti cs/thread?tid=2dac0c5ffcbb2785&hl=en Previously the limit on profiles for the free version was 50 profiles, the paid version was limited to 200 profiles. More info at: s/thread?tid=6bbdedcd0c35d5d0&hl=en https://www.google.com/support/forum/p/Google+Analyti cs/thread?tid=2dac0c5ffcbb2785&hl=en s/thread?tid=6bbdedcd0c35d5d0&hl=en https://www.google.com/support/forum/p/Google+Analyti cs/thread?tid=2dac0c5ffcbb2785&hl=en s/thread?tid=6bbdedcd0c35d5d0&hl=en https://www.google.com/support/forum/p/Google+Analyti cs/thread?tid=2dac0c5ffcbb2785&hl=en Limitations on Number of Profiles

59 mndnr.gov mndnr.govQuestions?


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