This PPT is for knowing about google Analytics basics with few types of reports and also about online ads, their advantages and disadvantages

1. Google Analytics
and Online Ads
KPI PRESENTATION
BY NITIN TONSE

2. What is
?
•
Free service offered by Google
•
The most widely used website statistics service*
•
Provides statistics and reports about visitors and transactions on a website
•
At-a-glance dashboard view as well as detailed reports
* Source: http://w3techs.com/technologies/overview/traffic_analysis/all

3. After login screen of Google
Analytics

4. Home screen of Google
Analytics

5. How does Google Analytics
work?
•
Establish a User ID and password at google.com/analytics
•
Google then provides a “page tag” or Google Analytics
Tracking Code that needs to be added to each page of a
website
•
This tag collects data and sends it back to the Google
servers for processing

6. What does it do?
Google Analytics is a powerful tool that analyzes:
•
Website traffic
–
Where visitors came from
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How they are navigating through your site
•
•
•
How they navigated from page to page
Which pages they stayed on longest or left from the most
frequently (“bounce rate”)
Conversions
•
downloads
•
page views
•
registrations

7. What does it do?
•
E-commerce
–
Volume of transactions
–
Dollar value of transaction
–
Success of transactions
•
•
% complete and % dropped out of sales funnel
AdWords Performance

8. How can it help a website?
•
Helps with development and optimization of landing
pages
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How relevant were they to the visitor?
•
Identifies navigation challenges that may prevent visitors
from getting to your goal
•
Optimization of AdWords performance
–
–
–
keywords
timing
geographic differences

9. Real Time Tracking (RTT)
•
Real-Time allows you to monitor visitor activity as it
happens on your site or app. The reports are updated
continuously and each page view is reported seconds
after it occurs on your site. For example, you can see:
–
how many people are on your site right now,
–
their geographic locations and the traffic sources that
referred them,
–
which pages or events they're interacting with, and
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which goal conversions have occurred.

10. Real Time Tracking (RTT)
•
With Real-Time, you can immediately and continuously monitor the
effects that new campaigns and site changes have on your traffic.
Here are a few of the ways you might use Real-Time:
–
monitor whether new and changed content on your site is being
viewed
–
understand usage of your mobile app through event tracking
–
see whether a one-day promotion is driving traffic to your site or
app, and which pages these visitors are viewing
–
monitor the immediate effects on traffic from a blog/social
network post or tweet
–
verify that the tracking code is working on your site or app
–
monitor goal completions as you test changes to your site

11. Real Time Tracking (RTT)

12. Real Time Tracking (RTT)

13. Keywords Overview
•
There are two types of traffic that come to a site through
search engines; organic (unpaid) and paid. By reviewing
the keywords users are entering into search engines, web
masters are able to get an overview of the organic traffic
that is coming through their site.
•
if a keyword has a high „average time on site‟ associated
with it, the visit was probably of more value to the user
than a visit resulting from a keyword with a low average
time on site.

14. Why link AdWords to Google
Analytics
•
Google Analytics is a tool that keeps track of all the traffic that comes
to a website. It can tell you:
–
How many people visit your site
–
How many pages they view and how long they stay
–
What series of pages they saw
–
The pages from which people leave your website

15. Why link AdWords to Google
Analytics
•
When you create a link between Google Analytics and AdWords, you
are allowing four types of data to flow between the two. This means
that you can:
–
Import Google Analytics goals and transactions into AdWords
–
View Google Analytics site engagement data in AdWords
–
Create remarketing lists in Analytics to use in AdWords for targeting
specific audiences
–
Automatically view your AdWords click and cost data alongside
your Analytics site engagement data

16. AdWords Report

17. Goals
•
Goals are a versatile way to measure how well your site or app
fulfills your target objectives. You can set up individual Goals to
track discrete actions, like transactions with a minimum purchase
amount or the amount of time spent on a screen.
•
Each time a user completes a Goal, a conversion is logged in your
Google Analytics account. You can also give a Goal a monetary
value, so you can see how much that conversion is worth to your
business. You can analyze the Goal completion rates, or conversion
rates in the Goal Reports. Goals conversions also appear in other
reports, including the Visitor Report,Traffic Reports, Site Search
Reports, and the Events Reports.

18. Goals report

19. Industry Benchmarking
•
To gain access to this feature users must opt-in to “share
the account data in an anonymous, aggregated format”
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Once enabled, Google Analytics assesses the profiles in
your account, categorizes them by vertical market and
number of visits
•
and aggregates the data for inclusion in the
benchmarking project

20. What dows the benchmarking
include?
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The benchmarking reports include:
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Visits
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Pageviews
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Average pages per visitor
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Bounce rate
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Average time on site
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Percent of new visitors

21. Website‟s new visits benchmarked
against similar industry

22. Website‟s new bounce rate
benchmarked against similar
industry

23. Benchmarking examples

24. Conclusion
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Although Google Analytics lets you do a multitude of
comparisons on a website‟s data it does not allow you to
directly compare against other sites.

25. Online Ads
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Is a form of promotion that uses the Internet
and World Wide Web marketing messages to
attract customers.

26. EXAMPLE OF ONLINE
ADVERTISING
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Contextual ads
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banner ads
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Blogs
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rich media ads
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social network advertising
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Interstitial ads
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online classified advertising
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advertising networks
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e-mail marketing
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e-mail spam

27. HISTORY
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1994- Pay-per-click keyboard advertising debuts at GoTo.com
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1998- HotWired is the site to sell banner ads in large quantities to corporate
advertisers.
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2000- Google rolls out AdWords, a pay-per-click service.
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2001- Pop-up ads fill users screens.
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2005- video ads bring $121 million- just over 1% of online ad revenue.
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2007- Facebook debuts its advertising system, including beacon.
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2009- Companies such as Lotame begin to experiment with engagement as
the new ad unit an social networks.
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Today, it is one of the essentials of a successful business, a media platform that
allows interaction with customers.

28. Advantages
•
Larger Target audience
- post an ad on the internet, and you have the internet
embracing your service with arms wide open.
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Easy to keep a Track of
- it isn‟t that easy track and measure the advertising figures
in case of offline marketing.
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Better information
- Advertiser has the capability of conveying more details
with regards to the product he is selling, at a very low cost.
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Faster than Other mediums
- Start sending out your ads the moment you sign up for
the campaign, unlike other sources of advertising.

29. Advantages
•
Lets Consumers decide
- It lets consumers or viewers to decide whether to
view the advertisement at all or not.

30. DISADVANTAGES
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Many advertisement are seen spam and there are
blockers to protect against the ads.
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Many websites have ads, so customers experience
advertising fatigue or blindness and may not see the ad.
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Websites lack the first- hand experience that a store offers,
which can lead to high returns on sales stemming from
online advertising.
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Spring up from the expense, and often low return, of online
ads.