Lear

1. ANALYTICS ESSENTIALS
by Ray Villalobos

2. WHAT IS ANALYTICS

3. WHAT IS ANALYTICS
• Study of online traffic

4. WHAT IS ANALYTICS
• Study of online traffic
• Every site has a different footprint

5. WHAT IS ANALYTICS
• Study of online traffic
• Every site has a different footprint
• All sites share common patterns

6. GOOGLE ANALYTICS

7. GOOGLE ANALYTICS
• Most widely used analytics engine

8. GOOGLE ANALYTICS
• Most widely used analytics engine
• Acquired by Google from Urchin

9. GOOGLE ANALYTICS
• Most widely used analytics engine
• Acquired by Google from Urchin
• Easy to install & use

10. PATTERNS ON WEBSITES

11. PATTERNS ON WEBSITES
• Most
traffic happens
workweeks

12. PATTERNS ON WEBSITES
• Most
traffic happens
workweeks
• Trafficon weekends &
holidays about half

13. PATTERNS ON WEBSITES
• Most
traffic happens
workweeks
• Trafficon weekends &
holidays about half
• Photos & slideshow
generate a lot of
traffic.

14. SETTING UP A DATE RANGE

15. SETTING UP A DATE RANGE
• By default it’s the last 30 days

16. SETTING UP A DATE RANGE
• By default it’s the last 30 days
• Can specify a range

17. SETTING UP A DATE RANGE
• By default it’s the last 30 days
• Can specify a range
• Can compare to past

18. KEY METRICS

19. KEY METRICS
• Visits
(how many times did they
come)

20. KEY METRICS
• Visits
(how many times did they
come)
• Unique Visitors(how many
individuals came)

21. KEY METRICS
• Visits
(how many times did they
come)
• Unique Visitors(how many
individuals came)
• Pageviews (how many pages did
they see)

22. KEY METRICS
• Visits
(how many times did they
come)
• Unique Visitors(how many
individuals came)
• Pageviews (how many pages did
they see)
• Pages/Visits (average pages/visit)

23. KEY METRICS
• Visits
(how many times did they
come)
• Unique Visitors(how many
individuals came)
• Pageviews (how many pages did
they see)
• Pages/Visits (average pages/visit)
• Average Duration (how long did
they stay)

24. DEMOGRAPHICS

25. DEMOGRAPHICS
• Google gives
you fairly, but
not 100%
accurate
location info

26. DEMOGRAPHICS
• Google gives
you fairly, but
not 100%
accurate
location info
• You can also
get views by
Language

27. BEHAVIOR

28. BEHAVIOR
• New vs Returning

29. BEHAVIOR
• New vs Returning
• Frequency

30. BEHAVIOR
• New vs Returning
• Frequency
• Engagement

31. TECHNOLOGY

32. TECHNOLOGY
• Browser & OS

33. TECHNOLOGY
• Browser & OS
• Network

34. MOBILE

35. MOBILE
• Overview

36. MOBILE
• Overview
• Devices

37. VISITORS FLOW

38. VISITORS FLOW
• Visual view of traffic through site

39. TRAFFIC SOURCES

40. TRAFFIC SOURCES
• Where did traffic come from

41. TRAFFIC SOURCES
• Where did traffic come from
• Ties it to search engine results

42. CONTENT TRACKING

43. CONTENT TRACKING
• Some of the most important metrics

44. PHYSICAL CAMPAIGNS

45. PHYSICAL CAMPAIGNS
• Creating a campaign

46. PHYSICAL CAMPAIGNS
• Creating a campaign
• Google URL Builder (http://goo.gl/OH4MX)

47. PHYSICAL CAMPAIGNS
• Creating a campaign
• Google URL Builder (http://goo.gl/OH4MX)
• Google URL Shortener (http://goo.gl/)

48. PHYSICAL CAMPAIGNS
• Creating a campaign
• Google URL Builder (http://goo.gl/OH4MX)
• Google URL Shortener (http://goo.gl/)
• Get a QR Code!

49. PHYSICAL CAMPAIGNS
• Creating a campaign
• Google URL Builder (http://goo.gl/OH4MX)
• Google URL Shortener (http://goo.gl/)
• Get a QR Code!
• Track under campaigns

50. GOOGLE LIVE ANALYTICS

51. GOOGLE LIVE ANALYTICS
• New way of looking at traffic

52. THE END