Web analytics involves measuring website data to understand user behavior and optimize the user experience. Goals in Google Analytics define desired user actions like form submissions, duration on site, and page views. Setting up goals allows calculating conversion rates and goal value. Page value metrics show which pages contribute most to goals. Custom segments provide deeper insights into user groups. A/B testing and heat maps help improve conversions and the user experience. Common Google Analytics setup issues include unrealistic bounce rates, self-referrals, missing search keywords, and direct traffic spikes.
1. Making Better
Decisions with Google
Analytics
Elliott Koppel
Director, Paid Search and Analytics
Virante
@TheKoppel
2. Web Analytics
The measurement, collection, analysis and reporting
of internet data for purposes of understanding and optimizing
web usage.
3. Web Analytics 2.0 (Avinash Kaushik)
1.the analysis of qualitative and quantitative data from your
website and the competition,
2.to drive a continual improvement of the online
experience that your customers, and potential customers
have,
3.which translates into your desired outcomes (online and
offline).
21. Goal Value
1,000 visitors
100 complete lead form
20 convert into purchases ($2,000)
Average value = $100
Goal Value = (20/100) * $100 = $20.00
Conversion Rate * Average Value
33. Custom Advanced Segments
• Visits with a Purchase
• Mobile device is iPhone
• Referral visits from Reddit
• Visits from North Carolina
• Visits after 5:00pm
• Organic Branded Keywords
36. A/B Testing
Comparing one version
of a web page against
another identical page,
except for one variation,
to determine which has
a greater conversion
rate.
41. Checklist for Analytics
Ensure Google Analytics is set up properly and is
installed throughout your site. Track everything!
Set up goals with values (or Ecommerce tracking)
Segment, segment, segment
A/B testing to improve conversion rates
Heat Maps to understand the user experience
42. Common Problems with Setup
Bounce rate too good to be true (around 10%)
Likely fix: Make sure there is only one instance of Google Analytics on each page
See your own website listed as a referral site
Likely fix: One or more of you pages doesn’t have the correct tracking code installed
“(not set)” showing up as keyword in search reports
Likely fix: Make sure that you have auto tagging enabled in your AdWords settings
Large spikes in Direct traffic
Likely fix: Make sure that you are tagging email links with campaign parameters
Content Report showing unique URLs for content that is not
unique
Likely fix: Exclude URL query parameters under the Profile Settings