Google Analytics Tutorial

GOOGLE Analytics Tutorial Top Left Menu Settings - After logging in, you can create or edit your account and language settings by using this tab in the top right menu. My Account - By using this tab, you can create, edit or make your profile public and also change the security settings like email id, password, etc. Help - You can use this tab for support from Google. Sign Out – To sign out of the Google Analytics page. Viewing Reports You can select the account you wish to view using the ‘Select an Account’ option in the right side of the top orange colored bar. On selecting the account, another page will open displaying Website Profiles. Here you have options to view reports, add, edit and delete profiles, edit account settings, etc. To view Reports, click on ‘View reports’ and a page named Dashboard will appear in which you can view the report with the details on the following:

Dashboard The page provides the following details: 1) Site usage - (clicking on each of the following links gives the details on a per day basis)  Visits - The number of visits your site receives.  Bounce Rate - Bounce rate is the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page. Use this metric to measure visit quality - a high bounce rate generally indicates that site entrance pages aren't relevant to your visitors.  Page Views - Page views is the total number of pages viewed on your site and is a general measure of how much your site is used.  Average Time on site – The average time a user spends on your site.  Pages/Visit  % new Visits – Comparison of new and returning visitors 2) Visitors Overview - (click on ‘view report’ to see the details in the inner page and clicking on each of the following links in the inner page gives the details)  Visits  Absolute Unique Visitors  Page views  Average Page views - Average page views is one way of measuring visit quality. A high Average Page views number suggests that visitors interact extensively with your site.

 Time on Site - Time on site is one way of measuring visit quality. If visitors spend a long time visiting your site, they may be interacting extensively with it.  Bounce Rate  New Visits  Technical Profile 3) Map Overlay (click on ‘view report’ to get to the inner page where the visits from different countries/ territories are listed) 4) Traffic Sources Overview (click on ‘view report’ to get details regarding all and top traffic sources )  Direct traffic  Referring sites  Search Engines  Top Traffic Sources (Clicking on each of these gives details regarding visits from direct, other sites and search engines respectively) 5) Content Overview (click on ‘view report’ to get the details on page views in numbers and %)  Page Views  Unique Views  Bounce Rate  Top Content (click on ‘View full report’ to get the detailed report on the content and using the ‘filter page’ option you can browse pages “containing” or “excluding” keywords that you can type into the text box next to it.) Clicking on each of the ‘page’ titles in the content performance table gives the details in it. Adding to and deleting from Dashboard You can add more sections (overviews) to the dashboard by clicking on the ‘add to dashboard’ option in the top left corner of each section. For eg to add New Vs Returning in the dashboard go to the page (select Visitors  then click on New Vs Returning then click on the Add to Dashboard option in the menu on the top left corner of the page. On clicking this option, a message - ‘Your report has been added. View dashboard’ with link to dashboard - will appear immediately below the buttons. Click on ‘View Dashboard’ to move on to the Dashboard page where you can view this as a new section. This option is for faster navigation. You can delete each section in the dashboard using the close button on the right side of each section (mode box). +++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ The left side menu of ‘Dashboard’ page has the following links:  Visitors – This has the following sub links and in all these sub links, you have options to export PDF, XML, CSV, CSV for Excel and TSV files. For this, click on the ‘Export’ button on the top left corner of each of the following pages and select the file format. 1. Overview –

This section contains general information on no: of visitors and page views.  The graph shows per day no of visits to the site. You can use the Graph by: menu (on the top right corner of the graph) to select no: of visits on a daily, weekly and monthly basis.  The Visitor Segmentation section provides language wise, network location wise, browser wise, operating system wise, screen color wise and screen resolution wise details of visits and map overlay.  The Map Overlay section provides country or territory wise no of visits. You can use the ‘filter page’ option to search for keywords in pages.  The Technical Profile section gives details on visits through the different browsers and using different connection speeds. Click on ‘view full report’ to get the detailed reports. 2. Benchmarking – Benchmarking is an optional Google Analytics service that shows how your website's statistics compare against other industry verticals. This section provides the details of the comparative study on your site’s performance (with respect to visits, bounce rates, page views, etc) with that of other sites. Click on to get support from Google regarding the meaning of similar sites. You can select the category of sites by clicking on the ‘Open category list’ link, and then from the dropdown menu therein, select the category of the sites (for eg: Telecommunications), click on the ‘Select Category’ button below the list to view the comparison. In the graph, the grey line indicates the benchmark and the blue one indicates your site’s performance. Placing the mouse on different points of either of the two lines will give the details like of actual performance, benchmark and the difference on the respective day.  Visits  Bounce Rate  Page Views  Avg Time on Site  Pages/Visits  New Visits 3. Map Overlay – This section shows the country wise no of visits, Pages/Visit, Avg Time on Site, % new visits, bounce rate, goal1 conversion rate, goal conversion rate, per visit goal value. To see these details, click on the top left tab above the map (by default it is Visits) but when you click on it a drop down menu appears wherein you can select the option you wish to see. Placing the cursor on the different parts of the map shows the no: of visits from the corresponding country. In the table below, use the tabs Site Usage and Goal Conversion to get the corresponding details on a country wise basis.

4. New vs. Returning – This section gives the details and proportion of new visitors compared to returning ones. To view the graphs on no of visits, Pages/Visit, Avg Time on Site, % new visits, bounce rate, goal1 conversion rate, goal conversion rate, per visit goal value, click on the top left tab above the graph (by default it is Visits) and select the required option. The corresponding graph will appear below. In the table below, use the tabs Site Usage and Goal Conversion to get the corresponding details. You can also select the options (visits, pages/visit, Avg Time on Site, %new visits and bounce rate) from the drop down combo box and view the details. A high number of new visitors suggests that you are successful at driving traffic to your site while a high number of return visitors suggests that the site content is engaging enough to keep visitors coming back. 5. Languages – This section provides the details about the no of visits and other options on the basis of languages used by visitors. To select the options use the top left tab above the graph and to select the language, click on the desired language in the table below. The language you selected will be shown immediately below the page heading. You can check this to be sure which language’s details you are viewing. 6. Visitor Trending – This menu item has the following links:  Visits – provides the details of the visits by all visitors. Click on the ‘Visits’ tab, to view more options for the graph mode. Using the ‘Graph by’ tab on the top right of the graph and clicking on the corresponding image, you can make the graph and the below bar graph display the number of visits on a hourly, daily, weekly and monthly basis.  Absolute Unique Visitors – Almost similar to visits except that this shows details of absolute unique visitors and does not have an hourly report.  Pageviews – Details regarding pageviews on an hourly, daily, weekly and monthly basis.  Average Pageviews - Details regarding average pageviews on an hourly, daily, weekly and monthly basis.  Time on Site - Details regarding average Time on Site on an hourly, daily, weekly and monthly basis.  Bounce Rate - Details regarding bounce rate for all visitors and % Bounce rate on an hourly, daily, weekly and monthly basis. You have options to change the graph mode in all these options.

7. Visitor Loyalty – This menu item has the following links:  Loyalty – This shows the visitor loyalty ie the repeated visits (times) made by a visitor in numbers as well as the % of all visits. Loyal visitors are frequently highly engaged with your brand and a high number of multiple visits indicate good customer/visitor retention.  Recency – This page provides the details of the visitors’ previous visits. Recency or the frequency with which visitors return to your site can indicate their level of engagement with your site and their interest in it.  Length of Visit – Details of the length of visit in seconds and % of all visits. Length of visit is a measure of visit quality. A large number of lengthy visits suggest that visitors interact more extensively with your site.  Depth of Visit – Depth of visit is a measure of visit quality. A large number of high page views per visit suggest that visitors interact extensively with your site. Details of the depth of visit on the basis of the number of pageviews (ie the number of pages viewed by the visitor in a single visit) . 8. Browser Capabilities - This menu item has the following links:  Browsers – This page throws light on the browsers your visitors use? To view the graphs on no of visits, Pages/Visit, Avg Time on Site, % new visits, bounce rate, goal1 conversion rate, goal conversion rate, per visit goal value, click on the top left tab above the graph (by default Visits) and select the required option. You can also select the desired Graph mode. You can also use the Graph by option and select daily, weekly or monthly visits. In the table below, you can view the details of site usage and goal conversion on the basis of browser wise visits and also the diagrammatical representation of the total contribution of each browser. You can also use the drop down combo menu in the table to select options like visits, Pages/Visits etc. You can also change the view mode by clicking on the respective icons of ‘Table’, ‘Percentage’, ‘Performance’, ‘Comparison’, and ‘Pivot’ at the top right corner of the table. In the Pivot View Mode (click on the ‘pivot’ icon to get this), you can navigate by selecting any one of the various options in the drop down menu to the right of the ‘pivot by’ tab in the top left portion within the table. In this, you have a wide range of all the options including source, medium, language, country, browser, etc. In this mode, you also have an additional facility of combining two options one each from the two drop down combo boxes to the right of ‘showing:’ tab.

This helps you to try different combinations and compare each and every combination option. There is also option for filtering keywords in the bottom section of the table.  Operating Systems – Which operating systems do your visitors use? This page is similar to that of Browsers except that in this page operating system wise information on visits is given.  Browsers and OS – This page is similar except that in this page information regarding the browsers/operating system combinations used by the visitors is provided.  Screen Colors – Screen colors is a computer graphics term describing the number of bits used to represent the color of a single pixel in bitmapped image.  Screen Resolutions – The details of the screen resolutions used by the visits are provided and you can navigate through the pages using the navigation arrows at the bottom right corner of the table with the diagrammatical representation.  Flash Versions – This page gives the details of the flash versions installed by the visitors in numbers and percentage.  Java Support - This gives the details of the java enabled browsers used by the visitors. 9. Network Properties – This menu item has the following links:  Network Location – This page gives details about the network locations or the internet service providers of the visitors. You can track the internet service provider (ISP) domains to which the user resolves.  Hostnames – This page provides details of the hosts used by people visiting your site. Hostnames sometimes provide insight into organizations that are interested in what you offer.  Connection Speeds – This gives the details of the different connection types used. Optimizing your site so that it loads quickly for most visitors can result in higher conversion rates and more sales. 10. User Defined – This report allows you to compare visitors from custom segments that you have defined. You define these segments by calling the utm_setvar function in your website code. For example, if visitors fill out a form on your site in which they provide a professional title (such as "manager", "technical specialist", "marketer"), you can call utm_setvar to capture and store their selections in the user defined variable. This report allows you to compare the visitor segments you have captured.

 Traffic Sources - In this section, we have an additional views icon named ‘Detail’ (in the top right section of the table next to ‘Pivot’). This gives details of visits, pages/visits, Avg. time on site, etc. This menu item has the following links: 1. Overview – This provides details regarding the different kinds of sources that send traffic to your site. The graph shows traffic trends; the pie-chart and tables show what is driving the trends. 2. Direct Traffic -"Direct Traffic" is visits from people who clicked a bookmark to come to your site or who typed your site URL directly into their browser. Direct traffic can include visitors recruited via offline (i.e. print, television) campaigns. 3. Referring Sites - "Referring Sites" shows visits from people who clicked to your site from another site. The graph shows the overall trends in traffic volume from referrals while the table lists the sites driving the trends. 4. Search Engines - "Search Engines" shows visits from people who clicked to your site from a search engine result page like Google, Bing or Yahoo. The graph shows overall trends while the table lists the search engines driving the trends. 5. All Traffic Sources – The details of visits from search engines, sites, and tagged links. The graph shows the overall trends while the table shows the specific sources (i.e. search engines, sites, and tagged links) driving the trends. 6. Adwords – This menu item has the following sublinks:  Adwords Campaigns – This provides the details of no of visits, pages/visits, etc from Adwords. Click an AdWords Campaign in the table to see its component ad groups and keywords. The "Clicks" tab displays the following (click on to know the meaning of each of the following): Visits – (The number of visits to your site.) Impressions – (The number of times your search ad(s) was/were displayed.) Clicks – (The number of clicks on your search ad(s)) Cost – (The total amount you paid for clicks on your search ads.) CTR – (Clickthrough rate is the percentage of impressions that resulted in a click.) CPC – (Cost-per-click is the average cost you paid for each click on your search ad(s)) RPC – (Revenue-per-click is the average revenue (from ecommerce sales and/or goal value) you received for each click on one of your search ads. ROI - Return on Investment is (Ecommerce revenue + Total Goal Value - Cost) divided by Cost. Margin – (Margin is (Ecommerce revenue + Total Goal Value - Cost) divided by Revenue.)

AdWords cost, impression, and ROI data are useful for monitoring the profitability of your AdWords Campaigns and keywords.  Keyword Positions – This page throws light on details like where do your AdWords ads appear on Google search results pages and how much influence does search position have on volume (Visits) and visit quality (Avg. pageviews, conversion rates, per visit value). This report can be used to determine your optimal search position for each keyword and plan your bidding accordingly.  TV Campaigns – This page shows the impact of TV campaigns in the performance of your site. The graph shows overall trends while the table lists each of your configured campaigns. This has the following options: TV Impressions: The number of viewers who saw your ad. TV metrics are estimated daily and finalized nine days after airing. AD Plays: The number of times your TV ad was aired. Viewed Entire Ad: The estimated number of impressions tuned into the entire ad, from start to finish. Initial Audience Retained: The proportion of the audience that was present at the beginning of the ad and watched the entire airing to the end. Cost: The total amount you paid to air a targeted ad. CPM: Cost-per-thousand impressions for TV Ads is based on target impressions. 7. Keywords – This page provides the details of traffic from search keywords. The graph shows overall trends while the table shows the keywords driving the trends. 8. Campaigns – The details of the visits from your configured campaigns are provided here. The graph shows overall trends while the table lists each of your configured campaigns. Since all traffic in this report results from campaigns that you explicitly control, you can use this information to add or delete campaigns, or to determine the effectiveness of tests that you have set up using custom tags. 9. Ad versions - How do your AdWords ads (and configured campaigns in which you have used the "content" tag) compare against each other? This report shows you which ad copy (in AdWords ads or in configured campaigns) is most effective. Ads with high clickthrough rates show that the copy is effective at getting the user to click, while high bounce rates, for example, indicate a need for landing pages that are consistent with what the ad promises.  Content 1. Overview - This report provides an overview of pageview volume, unique views, bounce rate, etc and lists the pages (Top Content) that were most

responsible for driving pageviews. To get to the details, click on view full report. You can also read some useful reports that reveal how users interact with your site and statistics related to how they found your site in the first place. 2. Top Content – Top Content refers to the most commonly viewed pages on your site, and how they are used. The table lists all of the pages which were viewed on your site. This section has the following options: Page Views: The total number of pages viewed. Repeated views of a single page are counted. Unique Page Views: The number of visits during which one or more of these pages was viewed. Avg. Time on Page: The average amount of time visitors spent viewing this set of pages or page. A high 'Time on Page' may indicate content that is particularly interesting to visitors. Bounce Rate: The percentage of single page visits resulting from this set of pages or page. A high bounce rate indicates a landing page that should be redesigned or tailored to the specific ad which links to it. % Exit: The percentage of site exits that occurred from this set of pages or page. The significance of exits varies according to each page. For example, it may be common for visitors to exit your site from a receipt or "thank you" page because they have completed a conversion activity. In contrast, a high number of exits from a non-goal page (from a funnel page, for example) may indicate that the page is confusing or that it generates user errors. $ Index: $ Index is the average value of this page or set of pages. $Index is (Ecommerce revenue + Total Goal Value) divided by Pageviews for the page(s). 3. Content by Title – This page shows the most commonly viewed groups of pages on your site (grouped by title), and how they are used. This report provides the same information that is in the "Top Content" report, but gives importance to title tag value. 4. Content Drilldown – This page helps to find out how popular each page on your site is and how important the page is to your business. This report allows you to view your content by drilling down into the folder structure you've set up on your site. 5. Top Landing Pages – This page provides details of the top landing pages of your site like entrances (The number of times visitors entered your site on this page) and how effectively the pages attract visitors to click further into the site. You can lower bounce rates by tailoring landing pages to their

associated ads and referral links and placing a clear call-to-action on each landing page. 6. Top Exit Pages – This section throws light on the top pages from which people exit your site. The significance of an exit rate varies according to each page. For example, it may be common for visitors to exit your site from a receipt or "thank you" page because they have completed a conversion activity. In contrast, a large number of exits from a non-goal page (from a funnel page, for example) may indicate that the page is confusing or that it generates user errors. Hence, this information can prove beneficial to your site for finding and fixing such errors. 7. Site Overlay - Site overlay allows you to navigate your site just as a visitor does, while viewing clicks, conversions, and revenue metrics for each link. As you identify your most valuable links, you can consider how they might be repositioned or changed to be more visible and effective. The blue bars are graphic indicators of click volume; you can also customize which statistic these bars represent using the control at the top of the page. Mouse over any bar to view metrics for that link, such as transactions, revenue earned, goal values, or goal page visits.  Site Search - Site Search reports allow you to see how people search your site. You can find out what your visitors search for and which pages they visit as a result. Use the links provided to set up either Site Search Reporting or Google site search engine on your website.  Event Tracking - The Event Tracking mode has the following components. 1. Overview – This section provides details on the Total events, visits with events, Events/Visit in both diagrammatical and tabular forms and also details on categories, actions and labels. 2. Categories – In Event Tracking, a category is the name you supply for the group of objects you want to track. It is the first parameter used in the _track Event() method and it is required. In this page, you have graphical data and tabular data on the following: Total events – The number of times these events (or this event) occurred. Unique events – The number of unique events that occurred during this visit or set of visits. Event Value – The total value of these events, based on the value assigned to each event multiplied by the number of times the event occurred. Avg Value – The average value of each event. Visits – The number of visits during which this combination of actions, categories, and labels occurred. Pages/Visit – The average number of pages viewed during which this combination of actions, categories, and labels occurred. Repeated views of a single page are counted. Avg. Time on Visit – The average duration of visits during which this combination of actions, categories, and labels occurred.

% New Visits - The percentage of first-time visits during which this combination of actions, categories, and labels occurred. 3.

Actions – Here, you have details on the event actions. Action is a string that is uniquely paired with each category and commonly used to define the type of event or interaction you want to track for a particular web object. This is similar to that of categories. The term "Action" in the Event Tracking model refers to the second parameter in the _trackEvent() method. It too is required. name For example, with a single "Videos" category, you can track a number of specific events with this parameter, such as time when the video completes, “Play” button clicks, “Stop” button clicks, “Pause” button clicks, etc. 4. Labels – This page gives the details on the event labels. The term "Label" in the Event Tracking data model refers to the third string parameter in the _trackEvent() method. This parameter is optional. With labels, you can provide additional information for events that you want to track, such as the movie title in the video. Thus, label is an optional string to provide additional dimensions to the event data. 5. Trending – This page shows Event Tracking Trending ie the details of total events and visits with events. 6. Hostnames – This page shows Event Tracking Hostnames ie the details of hostnames through which the events were recorded.

 Goals - A goal is a website page which a visitor reaches once they have made a purchase or completed another desired action, such as a registration or download. Goal conversions are the primary metric for measuring how well your site fulfills business objectives. The Goals overview section provides details about the importance of goals and how to set up goals and funnels (click on this link in the Goals page to learn more).  Custom Reporting – You can create a new custom report using this link For this, first click on custom Reporting in the left side menu, a drop down menu item ‘Manage Custom Reports’ will appear; click on this and you have the manage custom reports page open. Click on create new custom report to create one. For help, click on ‘Learn how to build a custom report.’

++++++++++ RATNAKAR MISHRA ++++++++++++++++++ www.infinitysoft.co.in