This presentation is all about 1) What is Web Analytics? 2) Why Web Analytics? 3) Evolution of Web Analytics? 4) How to get most from Web Analytics(

1. Understanding Web

2. About Me
Google Analytics Individual Qualified (GAIQ)
Experience in Digital Marketing / Web
Analytics / SEO / SEM

3. Outline

What is Web Analytics?

Evolution of Web
Analytics Tools

Why Web Analytics?

Definitions of
Analytics Terms

History of Google
Analytics

Glimpse of Google
Analytics Features

4. What is Web Analytics?
Measurement
Reporting
Collection
Analysis

5. Watch Video - http://www.youtube.com/watch?v=xBEIydFH1qk

6. Evolution of
Web Analytics

7. Source - http://blog.clicktale.com/2010/11/17/a-brief-history-of-web-analytics/
7

8. Why Web
Analytics?

9. A Tree In A Forest

If a tree falls in a forest …

And no one is there to
hear it …

Does it make a sound?

10. Diamonds in the Rough

11. Today’s Problems

12. Worried about ROI?

13. The Need for Web
Analytics

If you have a lot of activities
dedicated to sending traffic to
your site …

But you can’t accurately
measure the results of those
activities just go to waste? …

14. Web Analytics
Terms

15. Visit
A visit (or session) is a period
of interaction between a
browser and website.
Closing the browser or
staying inactive for 30
minutes ends the session.

16. Visitor (or Absolute
Unique Visitor)
A visitor is uniquely identified by a Google Analytics visitor cookie

17. Pageview
A pageview is counted every time a page on your website loads

18. Pageviews, Visits &
Visitors

19. New vs Returning
New Visitors have visited for the first time
Repeat Visitors have previously visited the site

20. Bounce Rate
A bounce occurs when a visitor only views one page
The bounce rate is the percentage of visitors who left after viewing just one
page.

21. Time on Site

22. Goal or Conversion
Actions you want users to take on the site
 Sign Up
 Download
 Register
 Click out
 Spend time of XXX mins
 Visit YYY pages/visit
What on the site, makes you money?
22

23. Funnels
 The Path users take to your goal.
 What steps are necessary?
 What are optional?
23

24. History of Google
Analytics
Urchin acquired by Google in 2005
Mobile App Analytics
Universal Analytics

25. Glimpse of GA
Interface

26. How to get
most from Web
(Google)
Analytics?

27. Steps for success

28. Measure

29. Analytics Data
Google Analytics has 4
main component.
Data Collection
Data Configuration
Data Processing
Reporting

31. Gain Insights That Matter
Google Analytics not only lets you measure sales and conversions, but also
gives you fresh insights into how visitors use your site, how they arrived on
your site, and how you can keep them coming back.

32. Do visitor access website
via Mobile?
Marketer’s mind
How can I use Web
Analytics to make better
decisions?
Who is coming to my web
site?

33. Website Content Analysis
Traffic Sources

34. Tracking Mobile Apps
 Device Reporting
 Location Reporting
 App Performance
 Tracking Android Apps https://developers.google.com/analytics/devguides/collection/android/
 Tracking ios Apps https://developers.google.com/analytics/devguides/collection/ios/

35. Increase your sales







Visitor Behavior
Site Search
Ecommerce Reporting
Multi Channel Funnels
Visitor Paths
Attribution Modeling
Content Experiments

36. Gain insights for Blog






Social + Engagement
Social + Sharing
Social + Conversions
Event Tracking / Goals
Adsense
Popular Content / Traffic Sources

37. Optimize Paid
Advertising
Search Marketing
Display & Remarketing
Mobile Campaign
Multi-Channel
Campaign Analysis
Time of the Day
Day of the Week

38. Goals / Funnels /
Dashboards /
Profiles

39. Setting up Goals / Funnels

40. What is a Goal?
In Google Analytics, a goal represents a website objective, such as:
 A page viewed by the visitor once they have completed a desired
action
 A specified amount of time spent by the visitor on the website
 A specified number of pages viewed by the visitor on the website

41. Examples of Goals

42. Possible Goals






Ecommerce Sales
Software Download
Account Signup
Contact Form
White Paper Downloads
Flash Events (Audio/Video plays)

43. Funnels – Why Define
Them?
 A series of pages through which a visitor must pass before
reaching the goal
 A funnel allows you to:
Examine where visitors enter and exit the conversion
process
Eliminate bottlenecks in your process
Identify which site paths lead to most goal completions
Use your findings to test changes on the site

44. Track Macro Conversions

45. Track Micro Conversions

46. What Conversions Do
Your Sites Have?
Macro Conversions
 Purchase
 Booking
 Signup
 Download
 Membership
 Download
Micro Conversions
 Share
 Print
 Social Network Link
 Comment
 View Video
 Email Link

47. Profiles
https://developers.google.com/analytics/resources/concepts/gaConceptsAccou
nts

48. Pro Tips for Profiles
 Always have a Raw Data Profile (untouched, unfiltered)
 If for:
 Different Business Divisions (maybe)
 Different Geographical Sections (maybe)
 Different AdWords Accounts

49. Demo (how to
setup account)

50. GA Account Setup for
Blogger
Watch Video for Information - http://www.youtube.com/watch?v=ndY8425RWo8

51. GA Account Setup for
WordPress blog
Watch Video - http://www.youtube.com/watch?v=gG7CNQ2YRFs

52. Resources for
GA

53. Setup Check list –
http://www.google.co.in/analytics/learn/setupchecklist.html
50+ Resources for GA - http://blog.kissmetrics.com/50-resources-for-gettingthe-most-out-of-google-analytics/
Resource for Customizing GA code - http://www.gaconfig.com
Digital Analytics Fundamentals Course by Google
https://analyticsacademy.withgoogle.com/course
Google Analytics IQ Lessons
http://www.google.com/intl/en/analytics/iq.html?
Google Help Center
http://support.google.com/googleanalytics/
Download Web Analytics an Hour a Day Ebook by Avinash Kaushik http://bit.ly/1hWXmEd
Blogs to Read –
http://www.seotakeaways.com/
http://www.kaushik.net/avinash/

55. Thanks!!!
Connect with Me Fb.me/dipali.thakkar
@dipalit
Thakkar.dipali@gmail.com
Google.com/+DipaliThakkar/
http://www.linkedin.com/in/dipalit