Enhancing Google AnalyticsHigh-Impact Practices for Your Library

Tabatha FarneyUniversity of Colorado

HiP #1

Track every web service

point.

Websites

Mobile Site

Library Web Presences

Social Media

Blog

Catalog

Calendar

HiP #2

Customize your GA install.

HiP #2

Modify your GATC: Cross-domain tracking Demographic info IP anonymization User opt-out Custom variables Event tracking Universal Analytics?

<script type="text/javascript">

var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-xxxxxx']); _gaq.push(['_trackPageview']);

(function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://' : 'http://') + 'stats.g.doubleclick.net/dc.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })();

</script>

HiP #3

Focus on the essential user group(s).

From This To This

HiP #3

Segmenting or Filtering?

How do they differ?

Filtering removes data from the collection process.

Segmentation removes unwanted data at the report level.

HiP #4

Track all the essential interactions.

HiP #4

Event Tracking

Event = An action that does not generate a

“page view.”

How to Track Events? You must add the additional tracking code to each event.

<img src=“image_name.jpg" alt=“description” onClick=“_gaq.push([‘_trackEvent’, ‘event category’, ‘event action’, ‘event name’]);”/>

Popular Events to Track: Outbound Links Video/audio players Embedded widgets or scripts Document files (ie PDFs) Online forms

HiP #5

Set those goals!

HiP #5

Goal Reporting in GA GA tracks conversions

GA offers 4 Goal types:1. URL Destination2. Event3. Visit Duration4. Pages per Visit

A conversion is simply a desired action on a webpage.

HiP #5

Goal ExamplesGoal 1: Increase the numbers of subscribers to the library newsletter by xx%.

Goal Type: Event

Goal 2: Library users can find a research database in three clicks or less regardless of where they enter the library website.

Goal Type: Destination URL or Event (with custom segment)

Goal 3: Increase the usage of the “browse the shelves” feature in the library catalog.

Goal Type: Event

HiP #6

Sharing is caring.

Recap

1. Track all your library’s web presences.

2. Move beyond the out-of-box GA install.

3. Find the user through filters or segments.

4. Implement event tracking for the pageless stuff.

5. Goals are necessary to determine site success.

6. Data collection is pointless if not used.

The Sources

This presentation is based on:

Farney, Tabatha, and Nina McHale. 2013. Maximizing Google Analytics: Six high impact practices. Chicago, IL: ALA TechSource.

Other good reads include:

Farney, Tabatha and Nina McHale. 2013. Web analytics strategies for information professionals: A LITA guide. Chicago: ALA TechSource.

Kaushik, Avinash. 2010. Web analytics 2.0: the art of online accountability & science of customer centricity. Indianapolis, IN: Wiley.

Keeping current on Google Analytics:

Google Analytics on Google Plus https://plus.google.com/+GoogleAnalytics/postsGoogle Analytics Blog http://analytics.blogspot.com/

Borrowed Images

Slide 5: “Students Studying,” University of Denver. Flickr. http://www.flickr.com/photos/uofdenver/3770483632