Google Analytics is a freemium web analytics service offered by Google that tracks and reports website traffic. Google launched the service in November 2005 after acquiring Urchin. Google Analytics is now the most widely used web analytics service on the Internet.
• Access to the Internet
• Access to your website’s HTML
• Basic HTML knowledge OR
• Access to your company’s webmaster
To get up and running in Analytics, you’ll need a few tools for the job. If you’re not comfortable with Basic HTML or you don’t have access to your company’s HTML or the Internet, you will want to talk to your webmaster about updating your company site with the Analytics information in this deck.
Create your Analytics account
• To begin creating your Analytics account, first log in to your AdWords account (https://adwords.google.com) and click on the Analytics tab
• Then click on the Continue button to enter your website information
• Choose your site from the drop down menu in the middle of the page
• Choose the site you wish to track
• Click the box underneath to enable the connection between your AdWords campaign and Analytics • Click Link Account to begin setting up your profile for reporting
Configure Your Profile
• Enter your Profile Name
• Enter your Website URL
• In the Default page field, enter your homepage URL.
• Setting this to your homepage, or index, of your site allows Google Analytics to reconcile log entries for www.yoursite.com and www.yoursite.com/index, for example. These are in fact the same page, but are reported as two distinct pages until the Default page setting has been configured. If you have a shopping cart on your site, or offer shopping to your visitors, you’ll want to enable e-commerce for Analytics. To enable e-commerce reporting and the E-Commerce Analysis report set, select Yes. There will be more details about e-commerce later on in the guide. At this point, click Save Changes to continue configuring your profile.
Grant Access to Other Users
For those of you who work with other people to manage your website, you may want to grant them access to your Analytics account so they can view reports and get detailed information about your site’s performance. Google Analytics provides the ability to add any number of users to your account, and to grant varying levels of access to your reports. Access to particular reports and domains is configured through a combination of profile access and report dashboards and categories. To grant access to another user:
• Make sure that they already have a free Google Account
• Then go to the Analytics tab within your AdWords account and click on the Access Manager
• From the Access Manager, click Add User
Grant Access to Other Users
On the next screen you can enter the user’s email address, last name, and first name.
• From the drop down menu, select the Access type for the new user
• Choose an Access type from the drop down menu
• You have the choice of allowing them to View reports only, or access as an Account Administrator, where they’ll be able to edit account settings as well as view reports. If you select View reports only, select the profiles (or websites) to which this user should have access (note that Account Admins have access to all profiles). If you’ve only created one profile (or site) , you will still want to select the profile.
• Click Add to move these profiles into the Selected Website Profiles list
• Click Finish to create the new user
Add Tracking Code to Your Website
A portion of code will appear that you’ll need to add to your website. This is the portion of the process that you may want to work with your webmaster to implement. These instructions are available in the Analytics help center for future reference. To add the code to your website:
• Copy and paste the code segment into the bottom of your HTML content, immediately before the tag of each page you are planning to track
• If you use a common include or template, you can enter it there
• Your generated code will have your own Analytics ID (see the highlighted text above) The tracking code provided to you is designed to work with most site setups. However, there are a few scenarios that require small updates to the tracking code on each of your pages. If any of the following apply to you, go to the Analytics Help Center (see page 43) and follow the instructions to update your code before adding it to your pages:
• If you need to track multiple domains (like a homepage and a secure store site)
• If you need to track more than one subdirectory (or sites that are within your site linked to the homepage) The Analytics Help Center tells you how to set up your site for these situations.
Create Goals & Funnels
At this point, you’ve set up your account and installed the tracking code on every page of your web site so that Analytics can start gathering data on your site. After just 24 hours, you’ll be able to login to your Analytics account in AdWords and see results about your visitors! But, that’s not enough. You want to be able to see all the nitty gritty details on what these visitors are doing on your site: where they come from on the web, where they go when they leave your site, whether they buy something from your site, make a donation, or sign up for a newsletter or an alert. There are more than 80 reports you can pull about the performance of your site, right down to the city the visitors are in when they come to your site. But first, we have to find out what your specific goals are. In this section, we’ll go over how to define the goals for your site, pick the ones most beneficial to you, actually set up a goal and then go into some advanced goal configuration that you can use if/when it’s right for your site.
Introduction to Goals
Goal: a page which a visitor reaches once they have completed an action You define goals based on the purpose of your website and the actions you want your visitors to take. Goals are often called conversions. Examples of common goals include:
• A donation receipt page
• A newsletter confirmation
• Any other page to which you are trying drive your visitors
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