1. http://www.google.com/analytics/

2. Which account should be used? Upon signing in, you will see a page that lists all the separate analytics accounts. New agency accounts have been created by Mass.gov team to facilitate adoption. “Stock” accounts will help ITD team address user issues since all accounts are set up identically. Intended for new users to familiarize themselves with the tool; advanced users can customize accounts. Data has been scrubbed to eliminate internal IP addresses; short timeframe, but most representative of public visits. (Need ~3 months for useful data set. Longer timeframes smooth out anomalies.) (If looking for “/portal” page data, use lower Mass.gov folder “All Sites Cleaned” link.)

3. Analytics home page (EOPSS) New accounts created on May 22. Guide can be used with pre-existing accounts to help mine legacy data.

4. 4 Expanded “Content” menu contains “In-Page Analytics” button (Click on “Public Safety” banner if you see 404 Error page.) Accessing In-Page Analytics (default view) Click arrows to collapse top menu

5. 5 In-Page Analytics (collapsed view) Drill down for specific agency site detail

6. 6 Content Drill Down (DPS) Indicates link of interest “below the fold” 15% of page visitors click on “DPS License Lookup” link

7. 7 Content Drill Down (DPS Licenses & Permits) 10% of page visitors click on this link for license/fee chart SUGGESTION: Add link to “Most Requested” on EOPSS home page & Mega Drop-Down Following the trail of highest-ranked page elements leads to your pages’ most popular features… Are these being promoted on your agency home page and/or in your Mega Drop-Down menu options?

8. 8 What about links with no values? “Lottery results” & “Registry of Motor Vehicles” link to non- “.gov” pages (www.masslottery.com/games/) & (www.massdot.state.ma.us/rmv/) respectively and therefore can’t be tracked in In-Page Analytics. “Next Page Path” data provides this insight.

9. 9 Accessing “Next Page Path” data Agencies should select their profile from drop-down menu Click on page URL in “All Pages” sub-menu; home page isn’t necessarily first in list (In this example, we’re using the Mass.gov home page)

10. 10 Accessing “Next Page Path” data (Step 2) Click “Navigation Summary”

11. 11 Accessing “Next Page Path” data (Step 3) 2.32% of traffic goes from Mass.gov/portal to the RMV 2.15% of traffic goes to the lottery Use this method to fill data gaps.

12. 12 Page View data (EOPSS) in Chart form Another way to access most frequently viewed page data. Note: “Unique Pageviews” = # of individual visitors to page; “Pageviews” includes same user visiting page multiple times.

13. 13 How Are End-Users Accessing EOPSS Pages? Select “Source” from “Traffic Sources” sub-menu in “Secondary dimensions” drop-down Pinpoints which pages end-users access via Google vs bookmarks “(direct)” IDs pages for SEO efforts

14. Related topic: ID’ing Traffic Sources (HED) HED selected from “Accounts List” menu Select “Traffic Sources” from LH menu; default view (“Overview”) is shown at right More than half of traffic comes from organic search/ search engines (More on this later)

15. ID’ing Traffic Sources (HED) Expand “Sources” menu; select “All Traffic” More than 3x traffic via Google vs direct clicks

16. ID’ing Direct Traffic (HED) Select “Direct” from “Sources” menu Direct traffic is primarily bookmarks; fixing broken links will reduce “Page Not Found” results

17. ID’ing Referral Traffic (HED) Select “Referrals” from “Sources” menu Referrals indicate from what other sites visitors come to Mass.gov Fill in search field to ID specific source (if desired)

18. ID’ing Referral Traffic (HED) ~150 visitors in the last week came from an hud.gov webpage Based on # of pages/visit (5.38), average visit duration (5m 03s) & low bounce rate (27%), one can assess that site info serves visitors well. High bounce rates, brief visits and low # of pages may indicate issues with content for non- transactional pages.

19. Organic Search vs Google Search Appliance (GSA) data GSA data indicates what terms site visitors enter in the “Search…” box Organic search refers to site visitors outside the Mass.gov (or sub-agency) environment

20. GSA data (HED) – What terms searched? To find out what terms site visitors are using, click “Search Terms” Ignore “Enter search terms” value Are these terms in your page content? Your Page Title? Page Description? If so, it will be easier for constituents to find both internally and externally. This is Search Engine Optimization (SEO)

21. GSA data (HED) – Refined Searches Some searches don’t bring people to the page they need. Many will perform a second, related search; this is “search refinement” Change “Secondary dimension” drop-down to “Refined Keyword” (in “Site Search” expandable menu) These are better keywords for Page Titles, Description and content; although may be too granular to have much impact

22. GSA data (HED) – On Which Pages is Search Used? Find out on which pages users are conducting searches. Paired with search term data, provides guidance for “Most Requested” & Mega Drop-Down menu selects.

23. GSA data (HED) – Search Terms Used per Page To access, change “Secondary dimension” drop-down to “Search Term” (in “Site Search” expandable menu) “Start Page” data (LH-most column) changes because pages are now ranked by weight (frequency) of search term entered.

24. GSA data (HED) – Refined Searches To access, change “Secondary dimension” drop-down to “Refined Keyword” (in “Site Search” expandable menu) (Data may be too granular to have much impact) “Start Page” data (LH-most column) changes again because pages are now ranked by weight of refined search term used.

25. Organic Search data (HED) Organic Search data includes all search engines, not just Google (Yahoo, Bing, etc.) “Keywords” indicate most frequently conducted external searches to access your agency pages. Access via “Organic” link on “Search” sub-menu Are these terms in your page content? Your Page Title? Page Description? If so, it will be easier for constituents to find both internally and externally.

26. Tying it All Together: Page Title & Page Description Page Title Page Description Page Titles & Descriptions that clearly summarize info on a page entice more people to click through to your site, increasing page strength & rank; good for SEO. Lack of Page Description creates ambiguity & confusion for end-user.

27. Questions?