Analytics

Analytics
• The process of measuring, collecting,
analyzing and reporting the behavior of
visitors on a website, in order to understand
and optimize web usage.
• Informal definition : What’s the story behind
stats
Process
 Stage 1 - Goals
• Find out who our target audience is
• Increase brand awareness and advocacy
• Drive website traffic
• Discover which areas of site are causing high
bounce rates
• Increase lead generation and nurturing
• Improve customer retention
• Enhance upselling
• Increase sales
 Stage 2 - Setup
• Why Google Analytics
– Free
– Industry standard
– Simple to use
– Highly customizable
– Integrates nicely with other google products
– Extensive online support and tutorials
 GA account structure
• Account
• Property
• View
 GA access levels
• Managed User
• Edit
• Collaborate
• Read and analyze
 GA account setup
• Type in google.com/analytics
• Sign up
• Name your account
• Add properties
• Set any views required
• Set your time-zone
• Get your tracking code
• Add tracking code to your website
• Adjust account settings
 Practical Insights
• Introduction

• analytics.google.com

• Install the Tracking ID

Install Google Tracking ID
Install Google Tracking ID
Install Google Tracking ID
Install Google Tracking ID
Install Google Tracking ID
GA Tracking Code
Monitor
Pageviews
Sessions/Visits
Users/Visitors
Time Spent
Entry/Landing page
Exit Page
Average Visit/Session Duration
 Bounce Rate
1 page view visits/ Total visits
Page bounce Rate
 Exit rate
No. of exits from that page/Total
number of pageviews of that page
Bounce vs. Exit Rate
Pageviews vs. Unique Pageviews
 Manual Metrics
• Conversion rate – Goal Setting
• Revenue
• Revenue per visitor
Specify a Goal on Google Analytics
 Goals

Source: https://support.google.com/analytics/answer/1012040
Destination goal
Other Goals
Define Revenue for each sale
Assigning Value of a Lead
Revenue per visitor
 Monitor
• Audience overview
– Demographics
– Geo – Location, Language
• Behavior
– User Journey
– Technology
• Acquisition
– Traffic sources – Organic, Referral, Social,
Campaign (Link Adwords with GA)
 Terms
• Goals – URL destination, Time on site, Pages per
session, Event
• Conversion – Completion of a activity that
represents success to a business
• Sales Funnel – Group of clearly defined steps that
lead to particular conversions
• E-commerce reports
– Goals – URL destination, time on site, pages per
session, Event Tracking
– Attribution – Assigning values to each step – Last click,
First click
Defining URL Destination Goal
Defining Time on Site Goal
Defining Pages per session goal
Defining Event as Goal
Sales Funnel report
 Customization
• Drill downs
• Views
• Advanced Segments
 Key Terms
• Sessions
• Users
• Pages per session
• Percentage of new sessions
• Conversion
• Goal
• Conversion rate