Analytics In, Analytics Out: Using Google Analytics to Guide and Grade Web Projects
Download as PPT, PDF1 like977 views
The document discusses using Google Analytics to guide and evaluate web projects, highlighting its importance in understanding audience metrics and improving site performance. It covers best practices for data analysis, setup, and tracking, including key metrics and tips for effectively utilizing Google Analytics tools. The presentation emphasizes the significance of accurate data and metrics in decision-making processes for marketing and project management.
![@DNNConDon’t forget to include #DNNCon in your tweets!
<script>
(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){
(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),
m=s.getElementsByTagName(o)
[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)})
(window,document,'script','//www.google-analytics.com/analytics.js','ga');
ga('create', ‘UA-XXXXXXXX-X', 'auto');
ga('send', 'pageview');
</script>
Current GA Universal Analytics
Tracking Code
It should look like this:](https://image.slidesharecdn.com/dnnconbaltimoregoogleanalyticsjasonstoneengagesoftware-160406210045/85/Analytics-In-Analytics-Out-Using-Google-Analytics-to-Guide-and-Grade-Web-Projects-26-320.jpg)
![@DNNConDon’t forget to include #DNNCon in your tweets!
Current GA Universal Analytics Script
Swap UA-XXXXXXXX-X code for
[‘Tracking Code’] to use DNN’s Google
Analytics Token.](https://image.slidesharecdn.com/dnnconbaltimoregoogleanalyticsjasonstoneengagesoftware-160406210045/85/Analytics-In-Analytics-Out-Using-Google-Analytics-to-Guide-and-Grade-Web-Projects-27-320.jpg)
![@DNNConDon’t forget to include #DNNCon in your tweets!
ga('send', 'event', [eventCategory],
[eventAction], [eventLabel],
[eventValue], [fieldsObject])
Event Tracking: Clicks, Media files,
PDFs, etc.](https://image.slidesharecdn.com/dnnconbaltimoregoogleanalyticsjasonstoneengagesoftware-160406210045/85/Analytics-In-Analytics-Out-Using-Google-Analytics-to-Guide-and-Grade-Web-Projects-36-320.jpg)
Analytics In, Analytics Out: Using Google Analytics to Guide and Grade Web Projects
- 1. @DNNConDon’t forget to include #DNNCon in your tweets!
- 2. @DNNConDon’t forget to include #DNNCon in your tweets! Using Google Analytics to Guide & Grade Web Projects Jason Stone, VP Sales & Marketing, Engage [email protected]
- 3. @DNNConDon’t forget to include #DNNCon in your tweets! 1. “Beginner-Level” Content 2. Why Analytics Matter 3. What to Look for in the Data 4. Real World Examples 5. Tips and Best Practices 6. A Free Tool What to Expect Today
- 4. @DNNConDon’t forget to include #DNNCon in your tweets! Guiding Projects Google Analytics
- 5. @DNNConDon’t forget to include #DNNCon in your tweets! 1. Used by the Majority of Good Sites (~70%) 2. ROI (Defend the Spend) 3. DMAIC (Define, Measure, Analyze, Improve, Control) The data can answer Marketing’s questions around who, when, and what. Why GA Matters
- 6. @DNNConDon’t forget to include #DNNCon in your tweets! • The client has GA installed and working correctly. • They’re Going to Share Read & Analyze Access With You • Clean data? One URL source, understand Filters. First, Confirm Important Assumptions
- 7. @DNNConDon’t forget to include #DNNCon in your tweets! Part 1: Guiding Let’s Look at the Numbers…
- 8. @DNNConDon’t forget to include #DNNCon in your tweets! Initial View is “Audience Overview”
- 9. @DNNConDon’t forget to include #DNNCon in your tweets! Metrics from “Audience Overview”
- 10. @DNNConDon’t forget to include #DNNCon in your tweets! Metrics from “Audience Overview” Bounce Rate can have a different average for different kinds of sites, though 40% is an overall average. In this case, 80.25% is an indication of a problem. It’s too high for this Client’s site.
- 11. @DNNConDon’t forget to include #DNNCon in your tweets! Does this chart look right?
- 12. @DNNConDon’t forget to include #DNNCon in your tweets! What about these?
- 13. @DNNConDon’t forget to include #DNNCon in your tweets! Behavior > Site Content > All Pages
- 14. @DNNConDon’t forget to include #DNNCon in your tweets! Behavior > Site Content > All Pages > Page Title
- 15. @DNNConDon’t forget to include #DNNCon in your tweets! Metrics from All Pages
- 16. @DNNConDon’t forget to include #DNNCon in your tweets! Metrics from All Pages
- 17. @DNNConDon’t forget to include #DNNCon in your tweets! Metrics from All Pages
- 18. @DNNConDon’t forget to include #DNNCon in your tweets! Metrics from All Pages
- 19. @DNNConDon’t forget to include #DNNCon in your tweets! Acquisition > All Traffic > Referrals Tips and Tricks: Got Bots?
- 20. @DNNConDon’t forget to include #DNNCon in your tweets! Advanced Search
- 21. @DNNConDon’t forget to include #DNNCon in your tweets! Tips and Tricks: User Searches Use searches to help see what users can’t find. Option 1: Advanced Search for “Search”
- 22. @DNNConDon’t forget to include #DNNCon in your tweets! Tips and Tricks: User Searches Use searches to help see what users can’t find. Option 2: Behavior > Site Search > Overview
- 23. @DNNConDon’t forget to include #DNNCon in your tweets! Tips and Tricks: Dealing with a Larger Site 1. Export the lines to Excel (5,000 at a time). 2. You’ll Need To Merge the Excel Files. 3. OR use Google Sheets: https://developers.google.com/analytics/sol utions/articles/reporting-apps-script 1. Play with the numbers. They offer real insights.
- 24. @DNNConDon’t forget to include #DNNCon in your tweets! Grading Projects Google Analytics
- 25. @DNNConDon’t forget to include #DNNCon in your tweets! Current GA Universal Analytics Script Start with the correct GA code. In DNN Change Host > SiteAnalytics.config to match the code from Google Analytics Admin > Property > Tracking Code
- 26. @DNNConDon’t forget to include #DNNCon in your tweets! <script> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o) [0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)}) (window,document,'script','//www.google-analytics.com/analytics.js','ga'); ga('create', ‘UA-XXXXXXXX-X', 'auto'); ga('send', 'pageview'); </script> Current GA Universal Analytics Tracking Code It should look like this:
- 27. @DNNConDon’t forget to include #DNNCon in your tweets! Current GA Universal Analytics Script Swap UA-XXXXXXXX-X code for [‘Tracking Code’] to use DNN’s Google Analytics Token.
- 28. @DNNConDon’t forget to include #DNNCon in your tweets! Current GA Universal Analytics Tracking Code Recommended: Stick with the Client’s existing UA tracking code for historic comparison reporting.
- 29. @DNNConDon’t forget to include #DNNCon in your tweets! Set Up (Confirm) Views Master / Raw Filtered
- 30. @DNNConDon’t forget to include #DNNCon in your tweets! Set Up (Confirm) Filters
- 31. @DNNConDon’t forget to include #DNNCon in your tweets! Set Up (Confirm) Views Master / Raw Filtered
- 32. @DNNConDon’t forget to include #DNNCon in your tweets! Set Up (Confirm) Filters: Remove Internal IPs
- 33. @DNNConDon’t forget to include #DNNCon in your tweets! Set Up (Confirm) Filters: Clean Case
- 34. @DNNConDon’t forget to include #DNNCon in your tweets! Set Admin > View Settings •Default Page •“Bot Filtering” •Site Search Enabled •Queries Stripped Install (Confirm) A Clean View
- 35. @DNNConDon’t forget to include #DNNCon in your tweets! Remember everything we looked at in the beginning? Pick your poison: Sessions, PVs, UPVs, Time on Site, Bounce Rate, Exit %... Don’t forget: Event tracking Set KPIs
- 36. @DNNConDon’t forget to include #DNNCon in your tweets! ga('send', 'event', [eventCategory], [eventAction], [eventLabel], [eventValue], [fieldsObject]) Event Tracking: Clicks, Media files, PDFs, etc.
- 37. @DNNConDon’t forget to include #DNNCon in your tweets! Acquisition > All Traffic > Referrals Got Friends? Tell them about the new launch.
- 38. @DNNConDon’t forget to include #DNNCon in your tweets! Tips & Tricks: View Root Domains
- 39. @DNNConDon’t forget to include #DNNCon in your tweets! Watch for Error 404s
- 40. @DNNConDon’t forget to include #DNNCon in your tweets! 1. At Launch 2. 30, 60, 90 days 3. GA auto emails to stakeholders 4. Quill Engage by Narrative Science Monitor the Data
- 41. @DNNConDon’t forget to include #DNNCon in your tweets! Questions? Google Analytics
- 42. @DNNConDon’t forget to include #DNNCon in your tweets! Want More? engagesoftware.com/blog www.linkedin.com/in/jasonhston @StoneSTL Google Analytics
- 43. @DNNConDon’t forget to include #DNNCon in your tweets! THANKS TO ALL OF OUR GENEROUS SPONSORS! AND MOST OF ALL – THANK YOU!!
Editor's Notes
- #6: Good sites = Top 1,000,000 as ranked by Alexa.
- #7: Ask the client and test with Real-Time view. Ask the client. Trust, but confirm. Double-check the URLs to see if there’s something awry.
- #29: A glaring page in the top 10 position is one thing
- #35: We don’t use the optional Default page field, which is meant to aggregate (trialing slash pages and default.aspx or pages under one. If it has a www. Or .com it’s WRONG. If it has .php it may be fine now, but it’s going to cause confusion on the new site if you keep this account.
- #40: Not just bad for users, also bad for SEO. Set up those 301 redirects!