Beginning Analytics: Interpreting and Acting on Your Data

Uploaded by googleanalytics on 26.11.2008

>> [Upbeat music playing]
SPEAKER: This video is a step-by-step introduction to understanding,
interpreting, and taking action on your Google Analytics data.
Let's get started.
SPEAKER: When you click into your reports, you'll see your overall
site usage. Here's what they mean.
Visits is the number of times someone interagented with your web site,
bounce rate is the percentage of those visits in which the person
instantly left your site, page views is how many pages were viewed
during those visits, and here is the average number of pages viewed
during each visit. Average time on site tells you how long people
stayed on your site. Percent new visits shows how many visits were
from people who visited your site for the first time.
This data is from a blog. On blogs, people usually just read the latest
post and then leave so for blogs, bounce rate and time on site aren't
good measures of quality.
Let's look at these same metrics for another site.
345,000 visits is a lot of visits to have in a month.
To get some context, it would probably be best to trend that data over
time and see if it's going up or down. We'll do that in a minute.
Next, the combination of almost 12 pages per visit and over six
minutes average time on site is impressive. Many web sites get only three to five pages
per visit. These visitors are really exploring the site.
The bounce rate at 35 percent is very good in context of the number of
visits and page views. This web site is getting a lot of qualified
visitors. Now let's use the "over time graph" to look
at the friend. Here's how you can quickly compare this month
with last month. Now that we set a comparison date range, we
can get some context for our traffic numbers.
Going back to our blog metrics we can see visits and page views are up
36 percent. That's quite an increase.
Pages viewed per visit and bounce rate have also improved but only
slightly, and we have a slightly higher percentage of new visitors.
The only metric that's gone town is average time on site, but it's only
decreased five seconds. So with just these basic metrics we have an
idea of what's happening on the site.
SPEAKER: Take a look at the traffic sources overview to see how
people arrived at your site. Direct traffic include the people who typed
in your web site URL or who clicked on a bookmark.
Some people call this "default traffic" or "ambient traffic.
Referring sites are other web sites sending traffic to you.
These could be banner ads on other sites or any kind of link.
These could be blogs or affiliates who link to you.
Search engines, that's Google, Yahoo!, MSN, ASK, and others.
This bucket will include both your organic search traffic, that's from
search results you didn't pay for, as well as pay-per-click or
cost-per-click traffic that you did pay for. Other can be from e-mails and special links
that you've set up and tagged with campaign variables.
If you want to track newsletters and specific banner ads, you might
take a look at the Google Analytics help center and learn how to tag
these links so that you can get detailed information about the traffic
they send you.
SPEAKER: Let's look at each kind of traffic. I can get to the reports by using the left
navigation or by clicking the link here in the traffic sources overview.
Here's the report for your direct traffic. You'll notice that the same familiar metrics
we've been talking about appear in each of these reports.
Now let's look at referring sites. This report is great for identifying sources
you don't know about but who are sending you traffic.
You might visit the referring pages and see why.
You might wanna establish a marketing relationship with the best
referring sites. Now, let's look at search engines.
It's really important to look at the search traffic and key words, and
understand which search engine is working for you and why.
Use the tables to get more detail on your traffic from specific search
engines and key words. Again, throughout these reports, you'll see
the same familiar metrics.
SPEAKER: Let's go to the key words report in the traffic sources
section and see which key words send qualified, low bounce rate
traffic. Scroll down and look at the key words in the
table. Each keyword tells you what the visitor expects
to find on your site. Keywords with high bounce rates show where
you fail to meet that expectation.
It's a good idea to separate your paid and organic traffic so that you
can identify paid key words with high bounce rates.
SPEAKER: Now, let's look at what pages these visitors land on.
The "top landing pages" report shows you how many people are entering
on each Page of your web site. The bounce rate column gives you an indicator
of how engaging each of these pages is.
Since this is a blog, these bounce rates are very high.
Yours are hopefully much lower. Any of the top ten landing pages that has
a high bounce rate needs to be fixed.
By fixing these pages, you increase the likelihood that people will go
deeper into your site and buy something or convert to your goals.
So now might be a good time to make a note of your problem paid
keywords so you can temporarily stop spending money on them until you
figure out whether you're buying the wrong keywords or whether you're
just driving to traffic to the wrong landing pages.
Also, make a note of your problem unpaid keywords so that you can
evaluate whether you need to optimize your site for different
keywords. And, finally, identify landing pages that
need to be made more relevant, or that need stronger calls to action.
SPEAKER: If you have an ecommerce site, use the ecommerce reporting
section and the ecommerce tab that appears on many of the reports to
track the success of your site and marketing initiatives.
The ecommerce overview gives you a quick snapshot of your ecommerce
web site from converse rate, to the average order value, to the number
of products you've sold and you can segment this data to identify the
best campaigns, keyords, and geographic locations. The average order value report can help you
understand a key performance trend.
The transaction detail report gives you a summary of your ecommerce
performance and also shows the individual transactions on your web
site. Visits to purchase shows how long it takes
for people to purchase on your web site.
You'll need to add some ecommerce tracking code to your site and you
can learn how to do this in the Google Analytics Help Center.
Just search for "ecommerce" and click on the "how do I track ecommerce
transactions" article.
SPEAKER: For non ecommerce sites, the best way to stay focused on
outcomes is to define conversion goals. A goal is a web site page which a visitor
reaches once they have made a purchase or completed another desired action.
You can even specify values for goals and have those values used to
calculate per visit goal value in ROI. So, for example, if you know that one out
of every 100 views of a product page results in a $500 sale, you can
set a value of $5 for your product page goal.
To define your goals, just go to the analytic settings page.
If you don't see this edit link next to the profile for which you want
to configure goals, it means that you don't have administrator
privileges and you'll need to work with an administrator in order to
configure goals. Assuming you are an administrator, you can
click "edit" next to the profile for which you're going to establish
goals, then click "edit" next to one of the four goals, fill in the
URL of the goal page --
SPEAKER: -- and then you can provide a name for the goal which will
appear in your reports, and then optionally provide a value.
So here we'll put in $5, then click "save changes" and that's it.
So, congratulations. You've just learned the basics of putting
your analytics data to work and you're ready to improve your own site.
Thanks for watching.