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A Beginner's Guide to Google Analytics by Ben Barden ThirdEdition-Updated19/10/2014
www.benbarden.comPage2Contents GettingStarted......................................................................................................................................3Introduction.......................................................................................................................................3Getthecode......................................................................................................................................3Orientation............................................................................................................................................4JargonBuster.....................................................................................................................................4UnderstandingtheGraph..................................................................................................................5Removingmetrics..............................................................................................................................7Workingwiththecurrentday...........................................................................................................7LearnAboutYourAudience...................................................................................................................8Navigatingbacktothestart..............................................................................................................9OperatingSystemandmore..............................................................................................................9Customisingthetableview..............................................................................................................10TrafficSources.....................................................................................................................................11Keywords.........................................................................................................................................12Content................................................................................................................................................13ComparingDateRanges......................................................................................................................14Makingafaircomparison................................................................................................................15VisitorsFlow........................................................................................................................................16Annotations.........................................................................................................................................18Goals....................................................................................................................................................19ThankYou............................................................................................................................................21
www.benbarden.comPage3Getting Started Introduction GoogleAnalyticsisafreetoolthatprovidesstatisticsforyourblogorwebsite.Thisguidelooksatsomeofthebasicstohelpyougetstartedwiththishandytool.Get the code You'llneedtocreateaGoogleAnalyticsaccount,andsetupyourtrackingcode.Refertothe"GetstartedwithAnalytics"guide-followtheinstructionsinstep1andstep3.MakesureyoufollowthroughthesestepswithinGoogleAnalyticsandcopythecodethatyouaregiven-don'tcopythecodedisplayedintheguide.You'relookingforthewebtrackingcoderatherthanthemobiletrackingcode.YoumayfindthatyoucannotinserttheAnalyticscodeonyoursite,particularlyifyouhaveahostedwebsite,e.g.yourname.blogprovider.com.Inthiscaseit'sbesttodouble-checkwithyourwebsiteproviderifit'spossibletouseGoogleAnalyticswiththem.Ifyouhavebeenabletoinstallthecodeonyoursitethenitcantakeupto24hoursbeforeyouhaveanystatisticstolookat.Inthatcase,I'dsuggestthatyoureturntothiseBookinadayortwo.
www.benbarden.comPage4Orientation AccessGoogleAnalyticshere:https://www.google.com/analytics/web/Tip:Bookmarkthislinksoyoucanfinditinfuture.Ideally,createafolderinyourBookmarkscalled"WebsiteAdmin"andstorealinktoAnalyticsthere.EvenbeforeyouclickthroughtothemaininterfaceofGoogleAnalytics,youcanviewanoverviewofyourstatistics.Thisisextremelyusefulifyouhavemultiplesites.Clickthe"ShowMetrics"button,topleft.Clickonthenameofyoursitetostartlookingatyourstats.Jargon Buster Beforewegetintothescreens,let'sgooverafewofthetechnicaltermsusedwithinAnalytics.TermWhatitmeansVisitsAvisitoccurswhensomeonefindsyoursite.Eachtimesomeonecomestoyoursite,itcountsas1visit.Thesamepersoncangeneratemanyvisitsiftheycometoyoursitemanytimes.UniquevisitorsThenumberofdifferentpeoplewhovisitedyoursitewithinagiventimeperiod.PageviewsWheneversomeoneviewsapageonyoursite,suchasthehomepageoroneblogpost,itcountsasonepageview.Ifthepersonthenlooksatanotherpage,thatwillcountasanadditionalpageview.Pages/VisitThisshowshowmanypagespeoplearelookingatwhentheyvisit.Example:Ifasitehas5,000visitsand10,000pageviews,that'sanaverageof2pagespervisit.5,000visitsand5,000pageviewswouldgiveanaverageof1pagepervisit.Avg.VisitDurationTheaveragetimethateachvisitlastedonyoursite,inminutesandseconds.BounceRateThepercentageofpeoplewhovisitedyoursiteandimmediatelymovedonwithoutlookingatanyotherpages.Abouncerateof100%wouldmeanthateveryonewhofoundyoursiteleftwithoutclickinganywhereelseonyoursite.Thelowerthebouncerate,thebetter.%NewVisitsHowmanyvisitscamefrompeoplewhofoundyoursiteforthefirsttime.
www.benbarden.comPage5Understanding the Graph ThegraphisdisplayedonallofthemainscreenswithinGoogleAnalytics,soit'sworthgettingacquaintedwithit.Bydefault,thegraphshows"AllVisits".Eachcircleonthegraphrepresentsaday.Hoveroveracircletoseemoreinformation.Inthetop-rightcornerofthegraphyou'llseeadaterange.Clickthearrowontheright-handsidetoexpandtheoptions.Tochangethedaterange,youcanclickonthecalendar,ortypeinthedaterangeboxes.Whenyou'veselectedthedaterangeyouwishtouse,clickontheApplybuttonandthegraphwillbeupdated.OrclickontheCancellinktogobacktowhereyouwerebefore.
www.benbarden.comPage7Here'stheresult.Noticehowthecirclesatthetophavechangedtoshowapercentageofeachmetricwithinthegraph.Andyounowhavetwolinesonthegraph,insteadofjustone.YoucanalsoseeNewvsReturningbyusingtheleftnavigationlinksandgoingtoAudience-Behaviour-Newvs.Returning.There'salessontobelearnedhereincomparingnewandreturningusers.Fromthegraph,Icanseethatmyblogismostlyattractingnewusers-soit'snotdoingaverygoodjobofgettingpeopletocomeback.That'sadifferentdiscussionentirely-butit'simportanttobeabletoextractthiskindofinsightfromGoogleAnalytics.Removing metrics Toremoveoneofthemetrics,clickthe"x"nexttoit.Orgointothemenuagain,andchoosedifferentmetricstocompare.IfyouwanttogetbacktoAllVisitsquickly,click"x"nexttoanyothermetricsandAllVisitswillreappearwhenthelastmetricisremoved.Handy!Trycomparingsomeothermetrics,andseewhatelseyoucanlearnaboutyourblog.Working with the current day GoogleAnalyticsshowsthelast30daysofstats.However,itusuallyexcludestoday.Youcaneasilyincludetodaybychangingthedaterate.However,ifyouhaveadaterangeendingonthecurrentday,itmaylooklikeyouhavealotlessactivitythannormal.Justrememberthatunlessyou'relookingatyourstatsat11:59pm,todayisn'toveryet.Furthermore,Analyticsmaynotrecordyourstatsinstantly(althoughitdoesaprettygoodjob).Sobecarefulwhenworkingwiththecurrentday.
www.benbarden.comPage8Learn About Your Audience Inthenavigationmenuontheleft,you'llfindseverallinksthatwillhelpyoufindaboutmoreaboutthepeoplevisitingyoursite.Togetstarted,clickonAudience-Technology-BrowserandOS.Thefirsttableshowsthenumberofvisitswithdifferentbrowsers.Asyoucansee,Chromeistopofthelistformyblog,followedbyFirefox,InternetExplorer,andSafari.Largersitesmayfindthisveryuseful-forinstanceifyouhaveaverylargenumberofpeopleusingSafari,you'llwanttomakesureyoutestanychangestoyoursiteinSafariifyoudon'talreadydoso.Youcanlearnmoreaboutthedifferentversionsofeachbrowserbyclickingonthebrowsername.Forthenextscreenshot,IclickedInternetExplorer.Ifyou'veeverwondered"canIdropsupportforIEversion7or8?"-here'stheverytablethatwillshowyou.Inwebdevelopmentcircles,peoplemayhaveallbutgivenupontheoldestversionsofIE.However,it'sveryimportanttounderstandhowmanyusersareonanoldbrowserversionbeforeyoudecidetostopsupportingit.Atinyblogwith1000visitorspermonthandonly5visitsinIE7mightbeano-brainer-butahugewebsitewithmillionsofpeoplestillusingIE7willbemoredifficult.
www.benbarden.comPage9Navigating back to the start It'satthispointthatAnalyticsmakeslifeabitdifficultforus.Howonearthdoyougetbacktothepreviousscreen?Well,youneedtoscrollbacktothetop-abovethegraph-andclickthetiny"ALL"link.Alternatively,toviewanotherbrowser,usethelittledropdowntotherightofInternetExplorer.Youcouldalsoclickononeoftheversionnumbersshowninthetabletodrill-downintoyouraudiencealittlefurther.(Twoscreenshotsbelow,sidebyside-incaseyouwondered!)Thisshowsthat25%ofallvisitswereusingFirefox,whileonly0.65%ofvisitswereusingFirefox24.Operating System and more Now,let'sgobacktotheoriginaltable.Acrossthetoptherearesomelinks-youcanseemorethanjustthebrowser.YoucanlookattheOperatingSystem,ScreenResolution,ScreenColours,FlashVersion,and"Other"(whichisjustJavaSupportfornow).IfoundScreenResolutiontobequiteinteresting.Howbigascreendoyourusershave?IfyouthoughttheOperatingSystemwasinterestingbutwantedtoseemorethanjustiOSorAndroid,usetheleftnavigationtobrowsetoAudience-Mobile.There'sanoverviewthatshows%splitbetweendesktop,mobileandtablet.YoucanalsoclickDevicestoviewmuchmorespecificinformationaboutwhatpeopleusetobrowseyoursite.
www.benbarden.comPage10Customising the table view Whynotseeyourdesktop/mobile/tabletsplitinapiechart?SimplygotoAudience-Mobile-Overviewandclickthelittlepiechartbutton.It'sthesecondiconalong,nexttoAdvanced.Etvoila!Thiswouldbeagoodopportunityforyoutohaveacloserlookatsomeofthescreenswejustwentthrough.Trythese:1. ShowScreenResolutionasapiechart.2. ShowBrowserasapiechart.3. OntheBrowserpiechart,usethe"contributiontototal"dropdownandchoose"Pageviews".Ifyou'rereadytomoveon,let'sgo!
www.benbarden.comPage11Traffic Sources TrafficSourcesshowyouhowpeoplearefindingyoursite.Therearefourtrafficsources:SourceWhatitisSearchTrafficIfsomeonesearchesforaparticulartypeofcontent,yoursitecomesupintheresultsandtheyclickthelinktoyoursite,itwillbelistedhere.ReferralTrafficIfanotherwebsitelinkstoapageonyoursiteandsomeoneclicksthelink,thatsitewillbelistedasareferringsite.DirectTrafficThisreferstothepeoplewhotypedtheaddressofyoursitemanually,orclickedalinkintheirbrowserfavourites.CampaignsTrafficfromcustomcampaigns.Thisusedtobecalled"Other"-itisnowmoredescriptive.Toviewtrafficsources,clickonTrafficSources-Sources-AllTrafficintheleftnavigation.Don'tbotherwiththeTrafficSourcesoverview-it'snotveryuseful.Thisshowsallofyourtrafficsources.Ifyoujustwanttoshowsourcesofacertaintype,gobacktotheleftnavigationlinks.Forinstance,trytheReferralslink.Youcanreorderthelistbyclickingthecolumnheaders.Forinstance,youcanclickon"AvgVisitDuration"todisplaythesitesthatgeneratedvisitswherepeoplestayedthelongest.Youcanalsodisplaythesitesthatgeneratedthehighestbouncerate.Tosortinreverseorder(lowesttohighest),clickonthecolumnheadingtwice(waitforittoloadbetweentheclicks-don'tdouble-clickit).IfyougotoReferrals,lookforthe"LandingPage"linkabovethetable,nexttoPrimaryDimension.Thiswillshowyouwhichpageshadthemosttrafficfromreferrals.
www.benbarden.comPage12Keywords YoucanseesearchkeywordsbygoingtoTrafficSources-Sources-Search-Organic.Keywordsareindividualwordsorphrasesthatyoutypeintoasearchenginetofindthesitesyouwanttovisit.InGoogleAnalytics,theKeywordspageshowsyouwhichwordsorphrasesbroughtpeopletoyoursite.Ifyoudon'tseethewordsorphrasesyouthinkpeopleshouldbesearchingfortofindyoursite,youmayhavetodoabitofsearchengineoptimisation.Thethingtorememberisthattherewillalwaysbeothersitesforpeopletovisit,andeventhe"best-optimised"sitescannotguaranteesuccessbyoptimisationalone.Startbywritinggreatcontent.Optimisationisworthlookinginto,butthere'snotmuchpointspendingtimeonitifyouaren'twritingcontentthatpeoplewouldwanttoread.It'sacaseofgettingyourprioritiesstraight.
www.benbarden.comPage13Content ClickonContent-SiteContent-AllPagestoseethemostviewedcontentonyoursitewithinthelast30days,orwhichevertimeperiodyouchoose.TrysortingthetablebyBounceRate(clickonthecolumnheader).Youcannowchoosethe"Weighted"optionunderSortTypeforamoreusefulresultset.Soinsteadofthe100%bouncerateswithonly1entranceatthetopofthelist,youshouldnowseethepageswiththebiggestoverallnumberofpeoplebouncingaway.
www.benbarden.comPage14Comparing Date Ranges Ifyouwanttocomparetrafficfortwodifferentperiodsoftime,here'showyoudoit.GotoContent-Overviewandopenupthedaterangeinthetoprightcorner.We'regoingtocomparethestatsforJune2013andJuly2013.Choosethedaterangeasnormal,startingwiththelaterdaterange.InsteadofclickingApply,clickComparetoPast.Thisusedtorequireyoutochoosebothdaterangesmanually,butnowitauto-selectsthesamenumberofdaysimmediatelybeforethestartoftherangeyouselect.Cool!Ifalllooksgood,clickApplytoseetheresults.Thelegendabovethegraphshowswhichlinecorrespondstoeachdaterange.Beneaththegraph,somefigureswillshowyouhowthesitehaschangedinthesetimeperiods.Althoughthestatsaren'twildlydifferent,youcanseepageviewsareup,buttimeonpageisdown.
www.benbarden.comPage15Youcanclickononeoftheiconsunderthegraphtoviewmoreaboutthatstat.Forinstance,here'sabounceratecomparison.Andifyouwanttogetclever,whynotchangethemetricfromAllVisitstoReferralTraffic?Thisshowsyouthebounceratejustforreferraltraffic,justforthedaterangesyouchosetocompare.Althoughthismaynotbethebestexampleasthegraphisquitesimilartotheonebefore,thisshowshowyoucancombinevariousdifferentmetricstobuildnewgraphs.Making a fair comparison It'susuallyeasiertoanalyseyourstatsifyouthinkweektoweekandmonthtomonth.Tocomparestatistics,youhavetothinkaboutwhatyou'recomparing.Otherwise,it'slikecomparingtwoweeks'worthofcommentswhenyouwrote3postsoneweekand7poststhenext.It'snotafaircomparison.Leveltheplayingfield,andthecomparisonmakessense.
www.benbarden.comPage16Visitors Flow UndertheAudiencelinkontheleft-handside,theVisitorsFlowscreengivesaninterestinglookathowpeoplefindyoursite,thepaththeytakefromthatpageonwards,andhowmanydropoffalongtheway.Here'sanexample.Hoveringovereachoftheboxesshowsyouhowmanypeoplearedroppingoff.Thisisabigopportunityforoptimisation.Forinstance,onmyblog,alotofpeoplestartonthepagewhereyoucandownloadthisveryeBook-butmostdropoffaftergettingtheeBook.However,thisisn'ttrulyrepresentative-Analyticswon'tshowpeoplewhocomebacktothebloglater,havingreadtheeBook.Abetterpagetolookatwouldbe"/",whichisthehomepage.Youcantrytoreducethedrop-offratebyshowcasingyourbestcontentonyourhomepage,cleaningupaclutteredlayout,showingcontentexcerpts,orlinkingtoyourarchivesatthebottomofthenewestpostlist.Itreallydependsonyoursite.
www.benbarden.comPage18Annotations Annotationsareverysimple,butcanreallyhelpifyouwanttounderstandmoreaboutwhyyourtrafficchangedonagivenday.Theideaisthatwheneveryoumakeanotablechangetoyoursite,youshouldaddanannotation.Theyarelessusefulifyouusethemforanythingandeverything.Reserveannotationsforwhentheyreallymatter.Tocreateanannotation,lookforthelittlearrowunderneatheachgraph.Clickonthis,thenclick"Createnewannotation".Typeadescriptionintothebox,andclickSave.Youcanalsotryclickingononeofthecirclesonthegraph.Clickittwicetohighlightit,thenclickitagaintocreateanannotation.Onceadded,you'llbeabletoseeannotationsbylookingatthelittleicononthelinethatrunsacrossthebottomofthegraph.
www.benbarden.comPage19Goals GoalsareusedtotrackconversionsinGoogleAnalytics.Togetstarted,clicktheAdminlinkinthetop-rightcorner.Makesureyou'reworkingwiththecorrectsite,andclicktheGoalslinkI'vesocrudelyhighlightedinthescreenshotbelow.Onthenextpage,click"CreateaGoal".Thereareafewdifferenttypesofgoal;let'sstickwithasimpleonefornow.Giveyourgoalanameof"GoalTest",click"Destination",andclickNextStep.
www.benbarden.comPage21Thank You IfyouenjoyedthiseBook,pleasepassitaround.AllIaskisthatyoudon'tedititorpassitoffasyourown.IfyouarepassingtheeBooktoyourfriends,pleaseleavemynameandwebsitelinkintact.ThanksforreadingthiseBook!BenBarden
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