May E-learn Call: Using Google Analytics

Nicolé Mandel (AETC National Resource Center)

Nancy Warren (Pacific AETC)

ObjectivesBy the end of this session, participants will be able to:•Create a monthly evaluation report•List two ways you could use Google Analytics in your work•Describe three benefits of using Google Analytics for evaluation efforts

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Using Google Analytics

Nicolé Mandel

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Google Analytics:A Program Evaluation Approach

Nancy Warren, MPH

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Case study: TARGET Center

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Evaluation: parameters

• How has redesign impacted usage?

• Has the redesign increased or decreased usage?

• Has usage changed in other ways (topics accessed, etc)?

• Are we reaching the target audiences?

• Where do we need further improvement?

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User Visits IncreaseOld Site (2011-12) vs. New Site

(2012-13)

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Change in Visits:Old versus New site

Time period

Visits Pages per visit

Avg visit duration

New visits (%)

2011-12 24,016 3.07 4:49 46.08

2012-13 39,207 3.97 4:15 51.79

% 63.25% 7.28% 12.02% 12.38%

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What are the terms we are using?

• Element: what the user clicks• Page views: average # of pages viewed during a

visit to the site• Unique page views: average number of unique

pages viewed during a visit to the site• Time on page• Bounce rate: visits in which the person left the

site from the entrance page without interacting with the page

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Begin evaluation at home (page)

• What features are available on both the old and new home page?

• How can we compare users across them?

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Assessing change between 2 time periods

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Poll 1: What are the challenges of comparing before/after websites in a redesign?

a) Some features will not exist in the new redesign

b) Some features will be presented differently in the new redesign

c) There are no challenges in comparing websites before/after

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Who’s visiting?: TARGET’s target “audience”

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Assessing change: the “audience”Time period Audience Page views

Unique visitors

% Unique Time on page

2012-2013Grantees and

providers1,565 1,272 81% 00:34

2011-2012 Providers 613 508 83% 01:43

2012-2013 Case managers 1489 1001 67% 00:52

2011-2012 Case managers 362 220 61% 00:45

2012-2013 Clinicians 1016 790 78% 00:32

2011-2012 Clinicians 731 458 63% 01:06

2012-2013 Consumers 672 518 77% 00:49

2011-2012 Consumers 673 406 60% 02:2314

Poll 2: How has the new site design impacted target audience?

a) For most audiences, the new site has higher page views

b) For most audiences, the new site has higher unique visitors

c) For most audiences the new site has higher percentage of unique visitors

d) All of the above

e) None of the above

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New audiences added

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Top Pages Visited (by topic)Top 10

Time Period

Topic Page views

Unique visitors

% Unique Time on page

1. 2012-2013

Home page 16,826 11,947 71 01:09

2011-2012 Home page 17,546 12,049 69 :01:24

2. 2012-2013

RSR 3,511 2,379 68 01:09

2011-2012 webcasts 5,171 3,305 64 01:35

3.2012-2013

2012-ryan-white-grantee-meeting-

presentations2,042 1,106 54 00:35

2011-2012 RSR 4,955 3,589 72 02:18

4. 2012-2013

webinar-and-call-archives

2,002 1,337 67 00:52

2011-2012 community 3,204 2,061 64 00:25

5. 2012-2013

grantees-and-providers 1,565 1,272 81 00:34

2011-2012 events 2,241 1,306 58 00:5517

Top Pages Visited (by topic)Top 10

Time Period Topic Page views

Unique visitors

% Unique

Time on page

6. 2012-2013 Events 1,555 1,088 70 01:02

2011-2012Search (home page) 1,505 1,201 80 :00:28

7. 2012-2013 Calendar 1,529 1,050 69 00:36

2011-2012 Search [RSR] 1,470 1,13877

:01:40

8. 2012-2013 Data-reporting 1,468 1,090 74 00:58

2011-2012 Data 1,441 94265

00:36

9. 2012-2013Fiscal Management 1,353 913 67 00:52

2011-2012 Fiscal 967 467 48 00:57

10. 2012-2013 Grantee-finder 1,339 968 72 00:37

2011-2012 RSR-basics-2011 957 516 54 00:2618

Poll 3: what is the clear difference with the new v. the old site?

a) The new site more often higher page views

b) The new site more often has more unique visitors

c) The new site more often has a higher percentage of unique visitors

d) All of the above

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Take Home of top 10 pages

• Indications users can find pages they need more quickly and easily in new site– No “search” in top 10 for new site v old site – Higher % of unique page views in new site– Overall lower bounce rate– RSR users seem to be able to find pages

without resorting to “search”

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Take Home of top 10 pages

• Indications site has continuity with old site– Many sites similar in top 10 – RSR, Data,

Webcasts/webinars, Events

• Indications site is responding to wider target audience needs– RSR related pages appear in 3 of old sites top

10 pages but only 1 of new sites– New elements like “grantees and providers”

made it in the top 10 page views

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Take Home of top 10 pages

• Indications site needs more tweaking– Lower page views for top 10 in new site– Lower time per page for top 10 in new site

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Future Evaluation using Google Analytics

• Ongoing needs assessment: rotate the questions we asked in AGM/USAC survey one question at a time via an embedded or popup question

• Use some of the new tools in analytics to assign pages value for example, or to create goals etc.

• Try posting the website to areas where we know the infrequent users visit, based on our AGM survey which were, for example, HAB, HIV Insite, NQC then analyze site impact

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Questions?

Comments?

nancy.warren@ucsf.edu

Nancy Warren, MPH

Director of Evaluation

PAETC24

Questions?

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Contact

Any questions about the presentations:

Nicole Mandel: nmandel@chi.ucsf.edu Nancy Warren: Nancy.Warren@ucsf.edu

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Next Month

• Date: June 3, 2014• Topic: YouTube Guidelines and Mobile-Friendly

Webinar Converter• Time: 1pm ET/10am PT

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