1.Google Analytics Workshop 15th January 2014Barry Hand barry.hand@ncirl.ie @barryhand @ncirldigital / #ncirldigital

2. What is Website Analytics? How does it work? 4 steps to better measurement3 critical questions you can answer Q&A 3. What is Website Analytics? How does it work? 4 steps to better measurement3 critical questions you can answer Q&A 4. What is Website Analytics? How does it work? 4 steps to better measurement3 critical questions you can answer Q&A 5. What is Website Analytics? How does it work? 4 steps to better measurement3 critical questions you can answer Q&A 6. What is Website Analytics? How does it work? 4 steps to better measurement3 critical questions you can answer Q&A 7. What is Website Analytics / GAWeb analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimising web usage. 8. What is Website Analytics / GAWeb analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimising web usage. 9. How does it work? 10. Survey: Econsultancy, 19th Oct 201280% of online retailers are using Google Analytics incorrectly 11. Only 50% of e-commerce businesses track main conversion points 12. 30% of websites have incorrect e-commerce tracking implementation 13. 67% of websites have not integrated social media tracking 14. 73% do not track micro conversion goals such as newsletter sign ups or account registrations 15. Why Does This Happen? Poor or no communication between marketing and tech/developers Skill gap and understanding Websites are getting more complex ButAnalytics will benefit everyone Help marketers create winning campaigns Help tech improve the websites experience Working together and finding common ground one of the most important aspects of modern digital marketing Analytics packages are becoming more Marketer friendly (Google Analytics Tag Manager) 16. Step 1) Measure What Matters Measure what matters Visits, pageviews, search traffic, time on site, bounce rates are NICE TO KNOWS Add to cart, checkout, newsletter subscription, whitepaper download, form completion, call back request, social media interactions, register for event etc. are OUTCOMES 17. Step 2) Implementation Very important step! Check for updated tracking implementation Universal Analytics recently launched Ensure this code is applied to all website pages This is the collection stage we looked at earlier 18. Step 3) Goals, Events and Revenue Goals = Conversions = Outcomes Subscribing to newsletter Registering / Creating an account Checkouts Events = Actions = Outcomes Allows us to track complex actions E.g. Video plays, file downloads, social interactions 19. Step 3) Goals and Revenue Some events might be also be goals Macro goal: Completing course enquiry form Micro goal: Download prospectus, viewing key page etc. Helps us understand the path visitors take Revenue / Ecommerce Enable ecommerce tracking automatically applies the transactional value of purchases. We use this to quantify the value of different channels Non e-commerce websites can still attribute a value of goal 20. Step 4) Tracking Campaigns Tag all marketing links for effective measurement (use URL Builder tool) www.ncirl.ie > www.ncirl.ie/?utm_source=students_2014&utm_medium=email&utm_ campaign=valentines 21. 3 Critical Questions You Can Answer 1. Where is my most valuable traffic coming from? What channels and campaigns are driving traffic Is it converting and what is the value of the conversion?2. How are people experiencing my site? Mobile v Desktop visitors What paths are they taking to towards outcomes3. What content do people care about? Most visited pages New and returning visitors Bounce rates 22. Analytics In Real LifeSource: youtube.com/watch?v=3Sk7cOqB9Dk 23. The values are not that important How are you going to use them to understand and optimise? 24. Resources & Tools 1.2. 3. 4. 5. 6. 7.8.Econsultancy survey http://econsultancy.com/blog/10925-80-of-online-retailersare-using-google-analytics-incorrectly Introduction to Google Analytics Tag Manager http://cutroni.com/blog/2012/10/01/all-about-google-tag-manager/ How to set up GA web tracking code https://support.google.com/analytics/answer/1008080 Ecommerce tracking https://developers.google.com/analytics/devguides/collection/gajs/gaTrackingEco mmerce How to set up Goals - https://support.google.com/analytics/answer/1032415 Social Analytics - https://support.google.com/analytics/answer/1683971 Social Interactionshttps://developers.google.com/analytics/devguides/collection/gajs/gaTrackingSoci al Social tracking for AddToThis http://penguininitiatives.com/track-social-sharesaddthis-widget-google-analytics/