Web Analytics Essentials

I talked about Web Analytics Essentials at Search Engine Strategies (SES) Shanghai 2012 through the recommendation from Eddie Choi (of SES Advisory Board) and Adaline Lau (of Clickz Asia’s Chief Editor):

All slides by gordonchoi on Slideshare.net

Web Analytics Principles and Scope

Google Analytics Basic Setup

  • How does Google Analytics work?
  • Google Analytics account and profile setup
  • Google Analytics Tracking Code (GATC) setup: Standard, multiple sub-domains, multiple domains, Chinese search engines
  • Google Analytics profile filter setup: Lowercase URLs, full path URLs

Web Analytics Reports & KPI Metrics for Web Analysts focusing on SEO and SEM

  • What is a web analyst?
  • Basic reports: Site Traffic (Visit) Trends, Direct vs. Search Engines vs. Referring Sites, New Visitors vs. Returning Visitors, Visitor Frequency (counts of visits) and Visitor Recency (days since last visit), Geography, Browsers, Languages, Mobile Devices, Top Landing Pages vs. Top Pages, SEO/SEM Visit Trends, Top SEO/SEM Keywords, Site Search, In-page Analytics
  • Metrics: Visits, Visitors, Page Views, Unique Page Views, New Visitors, Returning Visitors, Bounce Rate, Exit Rate, Time on Site, Time on Page, Clicks
  • Goals: URL destination, visit duration, page / visit, event
  • Goal funnels
  • Segmentation: Advanced segments
  • Direct Traffic
  • SEM Tracking
  • SEO reports: Traffic trends, spider behavior (pages indexed), page errors, keyword ranking
  • Google Webmaster Tools

Google Analytics Tips

Google Analytics Advanced Setup

  • Social media tracking: Facebook Like/Share buttons, Twitter Tweet button, Google +1 button
  • URL Tracking

Comments

2 Responses to “Web Analytics Essentials”

  1. Frank Deloit on May 8th, 2012 5:09 am

    The Google analytics is basically used for the traffic monitoring and the sources of the traffic and how it comes, so that anyone can analyze their traffic and can focus on that.

  2. Eric on June 29th, 2012 9:28 pm

    Cool post on web analytics. Would you be interested in getting it republished to some readers interested in big data over at DZone.com? You can let me know by emailing me at egenesky at dzone dot com.

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