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GoogleUniversityGoogleAnalyticsandWebsiteOptimiserDyanaNajdi,CustomerAnalyticsManager,EMEALeeHunter,ProductMarketingManager1GoogleUniversityGoogleAnalytAgendaTopicstobecoveredinthissession:IntroductiontoWebAnalyticsTheGoogleAnalyticsUserInterfaceKeyReportsinGoogleAnalyticsAccountstructureandlinkingWebsiteOptimiserWhoisthisGoogleUniversityfor?ThissessionisaimedatpeoplefamiliarwithSearchEngineMarketingwhowanttolearnabouthowtotakeonlinemarketingtothenextlevelusingGoogleAnalyticsandWebsiteOptimiserForareasnotcoveredinthispresentationpleasevisitoutGoogleBoothintheexhibitionareaforquestions2AgendaTopicstobecoveredinWhatisWebAnalytics?Find? UniqueCalltoactionNavigate2SuccessOnline1Online-SuccessTobesuccessfulonthewebYouneedWebAnalytics!

?AndotherOnlineMarketingactivities? Sale,Lead,Branding,etc.Convert3Demonstratehowvisitorsfindyourwebsite,howtheynavigateandiftheyconvert3WhatisWebAnalytics?Find? UnTheWebAnalyticsProcess3.Analyse:Staff2.Measure:WebAnalytics1.AcquireAcquire,Measure,Analyse,Test4.Test:A/Bandmulti-variatetesting4TheWebAnalyticsProcess3.AnWebAnalyticsaddressesoneofthemostcommonbusinessissueswhichcompaniesfaceInterpretingtheresultsDevelopingtheanalyticalmodelsFormingthehypothesis3%12%9%24%PullingtogetherthedataActingonthefindings53%Source:ForresterResearch2005Whatisthemostdifficultaspectofanalyticsforyourcompany?5WebAnalyticsaddressesoneofWhatisGoogleAnalytics?

Free,hostedwebanalyticsservicethatenableswebsiteownersandmarketerstobetterunderstandandinfluencevisitorbehaviorandgenerateahigherROIonmarketinginitiatives.KeyBenefitsMeasureandevaluateROIonyourmarketingeffortsEvaluatevisitornavigationtoidentifysiteimprovementsTracke-commercemetricssuchasrevenue,cost,andconversionratesViewover80+reports

OnlineDownloadEmail6WhatisGoogleAnalytics?FreHowGAworks7HowGAworks7HowGoogleAnalyticsWorks2)Pageviewdatacollected1)Cookiesset/reset3)Reportsupdatedhourly8HowGoogleAnalyticsWorks2)P3stepstosetupa

GoogleAnalyticsAccount93stepstosetupa

GoogleAnSettingUpGoogleAnalyticsStep1–SignupVisittosignupforaGoogleAccountIfyou’reanAdWordsuser,youcanlogintoyourAdWordsaccountandclickontheAnalyticstab10SettingUpGoogleAnalyticsSteSettingUpGoogleAnalyticsStep2–EnteryourWebsite'sURL.Makesuretoselecteitherhttp://orhttps://

(ifyouaretrackingasecurewebsite)

fromthedrop-downlist.EnteratitleforthisaccountintheAccountNamefield.11SettingUpGoogleAnalyticsSteSettingUpGoogleAnalyticsStep3–Addthetrackingcodetoyourpages.GoogleAnalyticsonlytrackspagesthatcontaintheGoogleAnalyticstrackingcode.You'llneedtoaddthiscodetoeachpageofyoursite.Yourtrackingcodecanbecopiedandpastedfromthetextboxinthe“Instructionsforaddingtracking”section12SettingUpGoogleAnalyticsSteUserInterface13UserInterface13InitialScreenConfigurationMyAnalyticsAccountsAccessControlFilterConfigurationReportViewProfiles14InitialScreenConfigurationMyUnderstandingtheUI15UnderstandingtheUI15ReportStructure5MainCategories:Visitors -Visitorinformationsuchasloyalty,language,andlocation2.

TrafficSources -NaturalandpaidsourcesoftrafficContent -PageviewinformationGoals-ConversionratesandgoalpathsE-commerce-Commercetracking,visitorloyalty,revenuesources,andproduct-specificinformation.16ReportStructure5MainCategorCalendar17Calendar17DataOverTime18DataOverTime18Exporting19Exporting19EmailReports20EmailReports20ReportViews21ReportViews21GoogleAnalyticsKeyReports22GoogleAnalyticsKeyReports22GeoOverlayReportHelpregionaliseofflineadvertisingcampaignsGeoOverlayReportHelpregiona23TopContentReportMostviewedpagesKeystatsforeachpageDrill-downformoredetailTopContentReportMostviewed24SiteSearchReportWhatarepeoplelookingforonyoursite?FacilitateseditorialdecisionmakingDrivesearchmarketingstrategyMarketResearchonproductsindemandSiteSearchReportWhatarepeo25GoalReportingAwebsitepageviewedbythevisitoroncetheyhavecompletedadesiredactionExamplesofgoalpages:RegistrationconfirmationpageAddtoshoppingcartCartcompletion(proceedtocheckout)“Thankyouforpurchasing”pageGoalReportingAwebsitepagev26FunnelAnalysisSource:GoogleaccountIdentifybottleneckstoconversionPinpointwherevisitorsleavethefunnelandfindoutwheretheygoDefinednavigationpathrequiredinordertoreachagoalFunnelAnalysisSource:Google27AdwordsIntegrationAutomaticallyimportAdWordscostdataInstantviewofROIonAdWordsspendIdentifybest/worstperformingkeywordsAdwordsIntegrationAutomatical28KeywordAnalysis29KeywordAnalysis29Accountstructureandlinking30Accountstructureandlinking3ProfilesinGA–SameWebpropertiesClientAccount()ProfileBFilter3e.g.ShowonlyUKvisitsG1G2G3G4ProfileAFilter1Filter2e.g.filteroutinternalstaffvisitse.g.filteroutallUSvisitorsG1G2G3G431ProfilesinGA–SameWebpropProfilesinGA–UnfilteredProalldataClientAccount()ProfileCG1G2G3G4Proalldata32ProfilesinGA–UnfilteredPrProfilesinGA–DifferentsWebpropertiesClientAccount(&)ProfileAProfileBFilter1Filter1e.g.ShowonlyUSvisitorse.g.ShowonlyFrvisitorsG1G2G3G4G1G2G3G433ProfilesinGA–DifferentsWeWebsiteOptimizer34WebsiteOptimizer34TheWebAnalyticsProcess3.Analyse:Staff2.Measure:WebAnalytics1.AcquireAcquire,Measure,Analyse,Test4.Test:A/Bandmulti-variatetesting35TheWebAnalyticsProcess3.AnMultivariatetests36Multivariatetests36??Multivariatetests37??Multivariatetests37ResultsintheAdWords-Account[Benefit3/Usage3Description]

forthestandaloneversion38ResultsintheAdWords-AccountWebsiteOptimizerCaseStudyTheGoal:BCFinancewantedtorevamptheirwebsitetoachieveMoreuser-friendlynavigationReducedconversioncostsBettercustomerloyaltyTheMethodology–BCFinancetested24homepagecombinationsHomepagesplitintoeightdistinctsectionsEachsectiontestedwithtwoorthreevariationsEachtestlastedbetweentwotothreeweeksTheresults–15%increaseinconversionratesBounceratedecreasedby10%Durationofvisitsincreasedby30%“Thedarkageofweboptimisationisover,”HubertBarreaud,responsibleforrankingsatBCFinance39WebsiteOptimizerCaseStudyTh4TopTakeaways404TopTakeaways40Top4Takeaways1UseWebAnalyticstohelpAcquire,Measure,AnalyseandTesttoimproveyouronlinepresence2SetupyouraccountandstructureusingProfilesandFilters3Manageaccessesandinvolverelevantstakeholdersusingemailreports4UseWebsiteOptimizertotestandoptimiseyourlandingpages41Top4Takeaways1UseWebAnalyHelpandSupport42HelpandSupport42HelpandSupport43HelpandSupport43ConversionUniversity44ConversionUniversity44經(jīng)常不斷地學習,你就什么都知道。你知道得越多,你就越有力量StudyConstantly,AndYouWillKnowEverything.TheMoreYouKnow,TheMorePowerfulYouWillBe寫在最后經(jīng)常不斷地學習,你就什么都知道。你知道得越多,你就越有力量寫45謝謝大家榮幸這一路，與你同行It'SAnHonorToWalkWithYouAllTheWay演講人：XXXXXX時間：XX年XX月XX日

謝謝大家演講人：XXXXXX46GoogleUniversityGoogleAnalyticsandWebsiteOptimiserDyanaNajdi,CustomerAnalyticsManager,EMEALeeHunter,ProductMarketingManager47GoogleUniversityGoogleAnalytAgendaTopicstobecoveredinthissession:IntroductiontoWebAnalyticsTheGoogleAnalyticsUserInterfaceKeyReportsinGoogleAnalyticsAccountstructureandlinkingWebsiteOptimiserWhoisthisGoogleUniversityfor?ThissessionisaimedatpeoplefamiliarwithSearchEngineMarketingwhowanttolearnabouthowtotakeonlinemarketingtothenextlevelusingGoogleAnalyticsandWebsiteOptimiserForareasnotcoveredinthispresentationpleasevisitoutGoogleBoothintheexhibitionareaforquestions48AgendaTopicstobecoveredinWhatisWebAnalytics?Find? UniqueCalltoactionNavigate2SuccessOnline1Online-SuccessTobesuccessfulonthewebYouneedWebAnalytics!

?AndotherOnlineMarketingactivities? Sale,Lead,Branding,etc.Convert3Demonstratehowvisitorsfindyourwebsite,howtheynavigateandiftheyconvert49WhatisWebAnalytics?Find? UnTheWebAnalyticsProcess3.Analyse:Staff2.Measure:WebAnalytics1.AcquireAcquire,Measure,Analyse,Test4.Test:A/Bandmulti-variatetesting50TheWebAnalyticsProcess3.AnWebAnalyticsaddressesoneofthemostcommonbusinessissueswhichcompaniesfaceInterpretingtheresultsDevelopingtheanalyticalmodelsFormingthehypothesis3%12%9%24%PullingtogetherthedataActingonthefindings53%Source:ForresterResearch2005Whatisthemostdifficultaspectofanalyticsforyourcompany?51WebAnalyticsaddressesoneofWhatisGoogleAnalytics?

Free,hostedwebanalyticsservicethatenableswebsiteownersandmarketerstobetterunderstandandinfluencevisitorbehaviorandgenerateahigherROIonmarketinginitiatives.KeyBenefitsMeasureandevaluateROIonyourmarketingeffortsEvaluatevisitornavigationtoidentifysiteimprovementsTracke-commercemetricssuchasrevenue,cost,andconversionratesViewover80+reports

OnlineDownloadEmail52WhatisGoogleAnalytics?FreHowGAworks53HowGAworks7HowGoogleAnalyticsWorks2)Pageviewdatacollected1)Cookiesset/reset3)Reportsupdatedhourly54HowGoogleAnalyticsWorks2)P3stepstosetupa

GoogleAnalyticsAccount553stepstosetupa

GoogleAnSettingUpGoogleAnalyticsStep1–SignupVisittosignupforaGoogleAccountIfyou’reanAdWordsuser,youcanlogintoyourAdWordsaccountandclickontheAnalyticstab56SettingUpGoogleAnalyticsSteSettingUpGoogleAnalyticsStep2–EnteryourWebsite'sURL.Makesuretoselecteitherhttp://orhttps://

(ifyouaretrackingasecurewebsite)

fromthedrop-downlist.EnteratitleforthisaccountintheAccountNamefield.57SettingUpGoogleAnalyticsSteSettingUpGoogleAnalyticsStep3–Addthetrackingcodetoyourpages.GoogleAnalyticsonlytrackspagesthatcontaintheGoogleAnalyticstrackingcode.You'llneedtoaddthiscodetoeachpageofyoursite.Yourtrackingcodecanbecopiedandpastedfromthetextboxinthe“Instructionsforaddingtracking”section58SettingUpGoogleAnalyticsSteUserInterface59UserInterface13InitialScreenConfigurationMyAnalyticsAccountsAccessControlFilterConfigurationReportViewProfiles60InitialScreenConfigurationMyUnderstandingtheUI61UnderstandingtheUI15ReportStructure5MainCategories:Visitors -Visitorinformationsuchasloyalty,language,andlocation2.

TrafficSources -NaturalandpaidsourcesoftrafficContent -PageviewinformationGoals-ConversionratesandgoalpathsE-commerce-Commercetracking,visitorloyalty,revenuesources,andproduct-specificinformation.62ReportStructure5MainCategorCalendar63Calendar17DataOverTime64DataOverTime18Exporting65Exporting19EmailReports66EmailReports20ReportViews67ReportViews21GoogleAnalyticsKeyReports68GoogleAnalyticsKeyReports22GeoOverlayReportHelpregionaliseofflineadvertisingcampaignsGeoOverlayReportHelpregiona69TopContentReportMostviewedpagesKeystatsforeachpageDrill-downformoredetailTopContentReportMostviewed70SiteSearchReportWhatarepeoplelookingforonyoursite?FacilitateseditorialdecisionmakingDrivesearchmarketingstrategyMarketResearchonproductsindemandSiteSearchReportWhatarepeo71GoalReportingAwebsitepageviewedbythevisitoroncetheyhavecompletedadesiredactionExamplesofgoalpages:RegistrationconfirmationpageAddtoshoppingcartCartcompletion(proceedtocheckout)“Thankyouforpurchasing”pageGoalReportingAwebsitepagev72FunnelAnalysisSource:GoogleaccountIdentifybottleneckstoconversionPinpointwherevisitorsleavethefunnelandfindoutwheretheygoDefinednavigationpathrequiredinordertoreachagoalFunnelAnalysisSource:Google73AdwordsIntegrationAutomaticallyimportAdWordscostdataInstantviewofROIonAdWordsspendIdentifybest/worstperformingkeywordsAdwordsIntegrationAutomatical74KeywordAnalysis75KeywordAnalysis29Accountstructureandlinking76Accountstructureandlinking3ProfilesinGA–SameWebpropertiesClientAccount()ProfileBFilter3e.g.ShowonlyUKvisitsG1G2G3G4ProfileAFilter1Filter2e.g.filteroutinternalstaffvisitse.g.filteroutallUSvisitorsG1G2G3G477ProfilesinGA–SameWebpropProfilesinGA–UnfilteredProalldataClientAccount()ProfileCG1G2G3G4Proalldata78ProfilesinGA–UnfilteredPrProfilesinGA–DifferentsWebpropertiesClientAccount(&)ProfileAProfileBFilter1Filter1e.g.ShowonlyUSvisitorse.g.ShowonlyFrvisitorsG1G2G3G4G1G2G3G479ProfilesinGA–DifferentsWeWebsiteOptimizer80WebsiteOptimizer34TheWebAnalyticsProcess3.Analyse:Staff2.Measure:WebAnalytics1.AcquireAcquire,Measure,Analyse,Test4.Test:A/Bandmulti-variatetesting81TheWebAnalyticsProcess3.AnMultivariatetests82Multivariatetests36??Multivariatetests83??Multivariatetests37Re