Marty Martin of Adapt Partners (a digital strategy & search optimization agency) presented to the 2013 blogville conference in Charlottesville, VA on introductory Google Analytics (and the Mantis Shrimp).
Portal Kombat : extension du réseau de propagande russe
Google Analytics for blogville 2013
1. Marty Martin
Managing Partner
@mosquitohawk
marty@adaptpartners.com
An Introduction & Review
2. Marty Martin Why Google Analytics?
Managing Partner
@mosquitohawk
marty@adaptpartners.com
3. Marty Martin
Managing Partner Why Google Analytics?
@mosquitohawk
marty@adaptpartners.com
It's FREE!
Also--
• It is extremely detailed
• It's (relatively) easy to use
• It's feature rich, updated regularly, and
extendable
4. Marty Martin
Managing Partner
@mosquitohawk
marty@adaptpartners.com
Did someone say data?
5. Marty Martin The Basics
Managing Partner
@mosquitohawk
marty@adaptpartners.com
6. Marty Martin
Managing Partner
@mosquitohawk
marty@adaptpartners.com
So what does all of that
mean exactly?
7. The Basics
Marty Martin
Managing Partner
@mosquitohawk
marty@adaptpartners.com
8. The Basics (cont.)
Marty Martin
Managing Partner
@mosquitohawk
marty@adaptpartners.com
9. The Basics (cont.)
Marty Martin
Managing Partner
@mosquitohawk
marty@adaptpartners.com
10. The Basics (cont.)
Marty Martin
Managing Partner
@mosquitohawk
marty@adaptpartners.com
11. Marty Martin
Managing Partner
@mosquitohawk
marty@adaptpartners.com
More please?
12. Landing Pages
Marty Martin Content > Site Content > Landing Pages
Managing Partner
@mosquitohawk
marty@adaptpartners.com
13. Compare Time Periods
Marty Martin The comparison
Managing Partner
timelines can be
opened by clicking
@mosquitohawk
on the date in the
marty@adaptpartners.com
top right of GA
14. Compare Time Periods
Traffic Sources > Overview
Marty Martin
Managing Partner
@mosquitohawk
marty@adaptpartners.com
15. Compare Time Periods
Traffic Sources > Sources > Search > Organic > Source
Marty Martin
Managing Partner
@mosquitohawk
marty@adaptpartners.com
16. Advanced Segments
From any data view, click "Advanced Segments" in upper left
Marty Martin
Managing Partner
@mosquitohawk
marty@adaptpartners.com
17. Advanced Segments
From any data view, click "Advanced Segments" in upper left
Marty Martin
Managing Partner
@mosquitohawk
marty@adaptpartners.com
18. Social Data
Traffic Sources > Social > Overview
Marty Martin
Managing Partner
@mosquitohawk
marty@adaptpartners.com
19. Mobile Data
Audience > Mobile> Devices> Operating System
Marty Martin
Managing Partner
@mosquitohawk
marty@adaptpartners.com
20. Mac or PC?
Audience > Technology> Browser & OS> Operating System
Marty Martin
Managing Partner
@mosquitohawk
marty@adaptpartners.com
21. Real Time Analysis
Marty Martin
Managing Partner
@mosquitohawk
marty@adaptpartners.com
22. Marty Martin
Managing Partner
@mosquitohawk
marty@adaptpartners.com
Ready for a little
paranoia?
23. Where in the world?
Audience > Demographics> Location
Marty Martin
Managing Partner
@mosquitohawk
marty@adaptpartners.com
24. Anonymity Begone!
Marty Martin
Managing Partner
It is technically possible to record a
@mosquitohawk
marty@adaptpartners.com
logged in user's identity into Google
Analytics* and track their every move.
* This is against their terms of service so you should
expect no one does that right...?
25. Anonymity Begone!
Marty Martin
Managing Partner It is technically possible to record a logged in user's
identity into Google Analytics* and track their every
@mosquitohawk move.
marty@adaptpartners.com
It's also possible to cover your
tracks when doing this sort of
thing. I dont' endorse it of
course.
* This is against their terms of service so you should
expect no one does that right...?
26. Social Logins, oAuth, etc.
Marty Martin Do you ever login to a website with your Facebook or
Managing Partner
other social media account?
@mosquitohawk
marty@adaptpartners.com
Source: http://janrain.com/blog/a-definitive-guide-to-analytics-for-user-management/
27. Marty Martin
Managing Partner
@mosquitohawk
marty@adaptpartners.com
The End
Questions or Kind
Comments? :)
28. Mantis Shrimp
Marty Martin
Managing Partner
@mosquitohawk
marty@adaptpartners.com
It is Genghis Khan bathed in
sherbet ice cream.
http://theoatmeal.com/comics/m
antis_shrimp
Notas do Editor
Google Analytics isn't the only option out there for recording statistics about your website visitors but there are a number of reasons that make it pretty popular.
Free is always nice. GA is extremely versatile with many pretty awesome features and the ability to add your own data now makes it very appealing. It's also really easy to set up and use for the non-web developer and updated fairly often.
Let's get down to brass tacks and talk about some of the things you can learn in Google Analytics. We'll start with the basics and end with some more advanced use cases.
When you first login you are typically shown a graph of visit data and a variety of metrics as you can see here. But what do these mean?
So what does all of that mean exactly?
Unique visitors, or unique individuals as understood by Google, visit your site. If a unique individual comes to your site multiple times in the time period, they are measure as one unique visitor but multiple "visits". As they visit your site, they view multiple pages spawning "Pageviews" and spend a measurable amount of time on the site. The "Average Visit Duration" is the average time spent by all visitors during the time period and indicative of a visitor's level of engagement with your site .
"Pages/Visit" is a measure of the average number of pages viewed during a visit. This is also indicative of how engaged a visitor is with your website's content.
"Bounce Rate" is a measurement of the number of 'bounces' created by your visitors. A 'bounce' is created when a visitor visits a page on your site and leaves without viewing any other pages.
And finally from this panel, "% New Visits " is a measurement how many visitors during this time span hadn't been seen in the previous 2 years (unless the cookie has been changed).
So that data was pretty cool, but what other interesting and useful data can you easily glean from Google Analytics?
As a search optimization analyst, one of the metrics we regularly report to our clients is the number of unique pages on their site generating visits to their site. In this graph, we see the website has had over 42,000 pages receive at least one visitor in the past 30 days.
Being able to compare your data during one period to a past period is really useful in determining if your site is improving, diagnosing problems, etc.
Overviews in various areas around GA give you a good feel for how your data is divided up. In this Traffic Sources view you see a pie chart showing how the total site traffic is divided between various external sources. Search Traffic refers to both organic and paid visitors. Referral Traffic are folks who have clicked over from a link on another website like a blog or news article. Direct Traffic are visitors who are probably familiar with you and typed your domain name in directly. These can also be from sources like email. And the final group "Campaigns" you wouldn't see normally unless you had set up some sort of campaign yourself.
This report shows the sources of organic traffic and their total visits for this time period. So you can see Google generated 31K visits with the others falling off dramatically with Bing and Yahoo rounding out the top 3.
For this client you can see how mobile & tablet traffic is combined almost 32% of their overall site traffic. This kind of data is really useful if you're trying to decide whether to have a mobile or responsive design implemented. Another useful way to look at this data is to add "All Visits" and switch to the e-commerce view. (move to next slide)
NOW you can see there are some real issues here. For example, although non-PC traffic is around 30% of the site's traffic, it accounts for less than 20% of the total revenue ( a 10% discrepancy). Additionally many of the other e-commerce metrics are lower for mobile than regular desktop users. We would say this site needs to consider building a responsive or mobile template for those visitors to enhance their experience and increase conversion rates. For this client a 10% increase in revenue by fixing the mobile issue could result in an additional $1M a year of unrealized revenue.
Curious as to whether your social media campaigns are paying off? For this client they had $1.27M dollars in sales during this period but only $450 of it could be contributed to social media. The takeaway: either this client doesn't do much in social media or social media isn't doing much for them.
Thinking about developing a mobile app to go along with your website. With Google Analytics you can see what mobile operating systems your site visitors are using to prioritize the platform to develop for. In this instance, the vast majority of visitors fall into the Apple variety (iOS, iPad, iPhone, iPod, etc.)
Although Apple is winning the mobile wars (at least forthis client), Windows still dominates the vast majority of site visitors.
The real time analysis is useful for monitoring active campaigns like an email campaign or social campaign and observing how those people are interacting with your site. Also if you're just curious, it is fun to watch sometimes.
So hopefully everything you've seen so far has piqued your interest or at the very least seemed pretty cool; now I'm going to tell you a little about the powerful data available for tracking visitors.
Ever wondered how far your website reach extends? Wonder no more. Whether your target audience is national (or international) or hyper-local, Google has that data for you. Bottom left is Virginia by city, bottom right is Virginia by metro area.
Ever wondered how far your website reach extends? Wonder no more. Whether your target audience is national (or international) or hyper-local, Google has that data for you. Bottom left is Virginia by city, bottom right is Virginia by metro area.
Do most businesses have customer numbers that identify a customer? Of course they do! Does that number mean anything to a Google engineer auditing your analytics? Of course it doesn't! ;)
Do you ever login to a website with your Facebook account or other social media account? Guess what you're sharing with that website. Pretty much everything about you.
Can anyone identify this little critter you've seen throughout my slideshow? Is John Carlin in the room ... he might know.
If you haven't seen this most recent comic from Matthew Inman, aka "The Oatmeal", go read it later. Okay you should read it now.