This document provides an overview of setting up and using Google Analytics to analyze website traffic. It discusses the basic setup steps, including creating accounts, adding tracking code, and configuring properties. It then covers linking analytics to other Google tools, setting up users and permissions, and configuring settings and views. The document outlines techniques for segmentation and context analysis. It defines common goals, objectives, and metrics for web analytics. Finally, it provides an example measurement plan for an online real estate site.
2. First, the basics…
• Create a Google Account
• Create a Google Analytics Account
• Add your Web Property
• Copy the code into your Website
• For Wordpress or Joomla or other
platforms, install a plugin
• Add additional properties if any
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3. Next, on the outside…
• Create a Webmaster Tools Account
• Create an Adsense Account
• Create an Adwords Account
• Link all the accounts
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5. Basic Analysis Techniques
• Segmentation
o Referrers (Marketing Channel)
o Demographics
o Temporal
o Technologies
o Geography
o Visitor Characteristics
• Context
o Internal (KPIs)
o External (Industry Trends)
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6. Goals of Web Analytics
Goals Outcome
Lead Generation
Content Publishing
Online Info/Support
Branding
Collect Contact Information
Ads shown to visitors
Help visitors find information
Drive Awareness, Engagement & Loyalty
ECommerce Sell Products
7. Objectives of Web
Analytics
Objectives Example
Lead Generation
Content Publishing
Online Info/Support
Branding
Contact Form
Ad Clicked (AdSense Link)
Helpful Vote
Participation/Engagement/Referral
ECommerce Payment (for Purchase)
15. Example (Online Realty Site)
Business Objective
Help Residential Home Buyers easily discover and
purchase the right home for their needs.
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Strategies
Get a comprehensive listing of Realtors in the areas served
Get a comprehensive listing of Home Finance companies
Create a mortgage estimation tool
KPIs
%age of visitors who search for Realtors
%age of visitors who contact a realtor/finance company
%age of visitors who use the mortgage tools
16. Example (Online Realty
Site)
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Segments
Compare First-time vs. Experienced buyers
Compare those who used the tools vs. those who didn’t
Compare those who registered vs. “skimmers”
Targets
Benchmarks from business planning
Industry Data
%age increase in visitors in each segment
Hinweis der Redaktion
Give a brief overview of the presentation. Describe the major focus of the presentation and why it is important.
Introduce each of the major topics.
To provide a road map for the audience, you can repeat this Overview slide throughout the presentation, highlighting the particular topic you will discuss next.
Give a brief overview of the presentation. Describe the major focus of the presentation and why it is important.
Introduce each of the major topics.
To provide a road map for the audience, you can repeat this Overview slide throughout the presentation, highlighting the particular topic you will discuss next.