1. May E-learn Call: Using Google Analytics Nicolé Mandel (AETC National Resource Center) Nancy Warren (Pacific AETC)

2. Objectives By the end of this session, participants will be able to: Create a monthly evaluation report List two ways you could use Google Analytics in your work Describe three benefits of using Google Analytics for evaluation efforts 2

3. Using Google Analytics Nicolé Mandel 3

4. Google Analytics: A Program Evaluation Approach Nancy Warren, MPH 4

5. Case study: TARGET Center 5

6. Evaluation: parameters How has redesign impacted usage? Has the redesign increased or decreased usage? Has usage changed in other ways (topics accessed, etc)? Are we reaching the target audiences? Where do we need further improvement? 6

7. User Visits Increase Old Site (2011-12) vs. New Site (2012-13) 7

8. Change in Visits: Old versus New site Time period VisitsPages per visit Avg visit duration New visits (%) 2011-1224,0163.074:4946.08 2012-1339,2073.974:1551.79 %63.25%7.28%12.02%12.38% 8

9. What are the terms we are using? Element: what the user clicks Page views: average # of pages viewed during a visit to the site Unique page views: average number of unique pages viewed during a visit to the site Time on page Bounce rate: visits in which the person left the site from the entrance page without interacting with the page 9

10. Begin evaluation at home (page) What features are available on both the old and new home page? How can we compare users across them? 10

11. Assessing change between 2 time periods 11

12. Poll 1: What are the challenges of comparing before/after websites in a redesign? a)Some features will not exist in the new redesign b) Some features will be presented differently in the new redesign c)There are no challenges in comparing websites before/after 12

13. Who’s visiting?: TARGET’s target “audience” 13

14. Assessing change: the “audience” Time periodAudiencePage views Unique visitors % Unique Time on page 2012-2013 Grantees and providers 1,5651,272 81% 00:34 2011-2012Providers613508 83% 01:43 2012-2013Case managers14891001 67% 00:52 2011-2012Case managers362220 61% 00:45 2012-2013Clinicians1016790 78% 00:32 2011-2012Clinicians731458 63% 01:06 2012-2013 Consumers 672518 77% 00:49 2011-2012 Consumers 673406 60% 02:23 14

15. Poll 2: How has the new site design impacted target audience? a)For most audiences, the new site has higher page views b)For most audiences, the new site has higher unique visitors c)For most audiences the new site has higher percentage of unique visitors d)All of the above e)None of the above 15

16. New audiences added 16

17. Top Pages Visited (by topic) Top 10 Time Period Topic Page views Unique visitors % Unique Time on page 1. 2012- 2013 Home page16,82611,9477101:09 2011-2012Home page17,54612,04969:01:24 2. 2012- 2013 RSR3,5112,3796801:09 2011-2012webcasts5,1713,3056401:35 3. 2012- 2013 2012-ryan-white- grantee-meeting- presentations 2,0421,1065400:35 2011-2012RSR4,9553,5897202:18 4. 2012- 2013 webinar-and-call- archives 2,0021,3376700:52 2011-2012community3,2042,0616400:25 5. 2012- 2013 grantees-and-providers1,5651,2728100:34 2011-2012events2,2411,3065800:55 17

18. Top Pages Visited (by topic) Top 10 Time PeriodTopic Page views Unique visitors % Unique Time on page 6. 2012-2013 Events1,5551,0887001:02 2011-2012 Search (home page)1,5051,20180:00:28 7. 2012-2013 Calendar1,5291,0506900:36 2011-2012Search [RSR]1,4701,138 77 :01:40 8. 2012-2013 Data-reporting1,4681,0907400:58 2011-2012Data1,441942 65 00:36 9. 2012-2013 Fiscal Management1,3539136700:52 2011-2012Fiscal9674674800:57 10. 2012-2013 Grantee-finder1,3399687200:37 2011-2012RSR-basics-20119575165400:26 18

19. Poll 3: what is the clear difference with the new v. the old site? a)The new site more often higher page views b)The new site more often has more unique visitors c)The new site more often has a higher percentage of unique visitors d)All of the above 19

20. Take Home of top 10 pages Indications users can find pages they need more quickly and easily in new site –No “search” in top 10 for new site v old site –Higher % of unique page views in new site –Overall lower bounce rate –RSR users seem to be able to find pages without resorting to “search” 20

21. Take Home of top 10 pages Indications site has continuity with old site –Many sites similar in top 10 – RSR, Data, Webcasts/webinars, Events Indications site is responding to wider target audience needs –RSR related pages appear in 3 of old sites top 10 pages but only 1 of new sites –New elements like “grantees and providers” made it in the top 10 page views 21

22. Take Home of top 10 pages Indications site needs more tweaking –Lower page views for top 10 in new site –Lower time per page for top 10 in new site 22

23. Future Evaluation using Google Analytics Ongoing needs assessment: rotate the questions we asked in AGM/USAC survey one question at a time via an embedded or popup question Use some of the new tools in analytics to assign pages value for example, or to create goals etc. Try posting the website to areas where we know the infrequent users visit, based on our AGM survey which were, for example, HAB, HIV Insite, NQC then analyze site impact 23

24. Questions? Comments? nancy.warren@ucsf.edu Nancy Warren, MPH Director of Evaluation PAETC 24

25. Questions? 25

26. Contact Any questions about the presentations:  Nicole Mandel: nmandel@chi.ucsf.edunmandel@chi.ucsf.edu  Nancy Warren: Nancy.Warren@ucsf.eduNancy.Warren@ucsf.edu 26

27. Next Month Date: June 3, 2014 Topic: YouTube Guidelines and Mobile-Friendly Webinar Converter Time: 1pm ET/10am PT 27