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Google Analytics Essential Training (2010)

Analyzing top content by metrics and the navigation summary


From:

Google Analytics Essential Training (2010)

with Corey Koberg

Video: Analyzing top content by metrics and the navigation summary

Ultimately, publishing a web site is about publishing content, and understanding how that content is used and consumed is a principal goal of any analytics package. Before we launch into the most important content report, the Pages report, it's worth discussing the terminology used in Google Analytics to refer to the parts of the URL. Now most old-school Internet folks may take issue with this naming convention not being 100% accurate, but for the purposes of using Google Analytics, it's important to know what they're referring to when they use these terms, so let's take a look. First, we have this beginning part here, the protocol. The protocol is going to be your http:// that we see at the beginning of a URL.
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  1. 6m 2s
    1. Welcome
      1m 13s
    2. How to get the most from this course
      3m 11s
    3. What's new in this update?
      1m 38s
  2. 5m 19s
    1. The pitfalls of hit counting and turning data into information
      3m 6s
    2. Web analytics: A tool and a process
      2m 13s
  3. 15m 30s
    1. Defining goals and conversions: Why do you have a web site?
      5m 40s
    2. Understanding data: Averages, segments, trends, and context
      1m 51s
    3. Introducing segments
      2m 38s
    4. Understanding trends and context
      5m 21s
  4. 11m 25s
    1. How does Google Analytics work?
      2m 18s
    2. Setting up an account
      2m 49s
    3. Installing tracking code on a site
      6m 18s
  5. 24m 20s
    1. Understanding accounts and profile administration
      6m 59s
    2. Navigating the reports and the Data Over Time chart
      4m 45s
    3. Selecting and comparing date ranges
      6m 50s
    4. Using annotations to make notes in data
      2m 30s
    5. Using the help tools
      3m 16s
  6. 24m 20s
    1. Viewing data in different formats (overview, tabular, pie, bar, compare to site)
      6m 10s
    2. Navigating data with site usage, goals, and e-commerce metrics
      9m 20s
    3. Sorting data with inline and advanced filters
      8m 50s
  7. 10m 26s
    1. Understanding the importance of segmentation in data analysis
      4m 40s
    2. Slicing data with dimensions
      5m 46s
  8. 7m 38s
    1. Why share data?
      1m 10s
    2. Managing user accounts and profiles
      4m 8s
    3. Emailing reports
      2m 20s
  9. 29m 12s
    1. Understanding who is visiting a site
      1m 20s
    2. Analyzing location data
      4m 52s
    3. Using language identification to segment users
      1m 35s
    4. Differentiating new users from returning users
      2m 1s
    5. Understanding visitor loyalty vs. recency
      4m 25s
    6. Comparing data according to visits, visitors, and page views
      2m 10s
    7. Sorting data by browser capabilities
      3m 56s
    8. Analyzing data from mobile browsers
      2m 34s
    9. Using flow visualization to see common paths
      6m 19s
  10. 23m 50s
    1. Linking an AdWords account to Google Analytics
      2m 46s
    2. Identifying campaigns and segmentation options
      5m 55s
    3. Using keyword reports
      1m 31s
    4. Fine-tuning your match type with the Matched Search Queries report
      3m 44s
    5. Optimizing traffic by time of day
      1m 37s
    6. Using the Destination URL report to identify landing pages
      1m 45s
    7. Identifying the best placement options for ads
      2m 0s
    8. Keyword positions
      4m 32s
  11. 40m 3s
    1. Understanding where site visitors come from
      2m 32s
    2. Analyzing the All Traffic Sources report
      2m 4s
    3. Identifying direct traffic
      2m 20s
    4. Identifying users who were referred to your site
      3m 9s
    5. Viewing search engine reports (overview, organic, and paid)
      4m 52s
    6. Introducing campaign tracking
      11m 17s
    7. Planning, creating, and logging a tracking strategy
      2m 58s
    8. Tracking offline campaigns
      7m 11s
    9. Finding data in a Campaign report
      3m 40s
  12. 36m 43s
    1. Analyzing top content by metrics and the navigation summary
      3m 29s
    2. Sorting top content according to page title
      3m 57s
    3. Understanding when to use content drilldown
      2m 25s
    4. Measuring the importance of top landing and top exit pages
      3m 41s
    5. Identifying slow-performing pages with the Site Speed report
      4m 6s
    6. Understanding the Site Search and Usage report
      3m 29s
    7. Analyzing the Search Terms and Search Term Refinement reports
      4m 12s
    8. Using the Site Search Pages report to understand how users search
      5m 19s
    9. Configuring Site Search
      6m 5s
  13. 33m 49s
    1. Understanding the Goal reports
      4m 24s
    2. Configuring goals
      9m 55s
    3. Understanding funnel visualization
      9m 48s
    4. Identifying value through E-commerce reports
      4m 35s
    5. Using goal flow to find detailed insights
      5m 7s
  14. 24m 25s
    1. Real-time data for time-sensitive analysis
      4m 21s
    2. Using intelligence alerts to flag important events
      8m 59s
    3. Creating custom intelligence alerts
      5m 48s
    4. Creating and customizing dashboards
      5m 17s
  15. 43s
    1. Goodbye
      43s

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Google Analytics Essential Training (2010)
4h 53m Beginner Oct 08, 2010 Updated Dec 20, 2011

Viewers: in countries Watching now:

In Google Analytics Essential Training, Corey Koberg shows how to use the Google web analytics platform to generate and evaluate information about the visitors to a web site, including data on site traffic, user behavior, and marketing effectiveness. This course covers the out-of-the-box functionality, from account creation to reporting fundamentals, and explains how to glean insights from the vast array of data available.

Topics include:
  • Setting up an account
  • Installing tracking code on a site
  • Reading the dashboard and understanding high-level metrics
  • Understanding how visitors use and navigate web site content
  • Analyzing visitor and traffic source reports
  • Tracking AdWords and other marketing campaigns
  • Planning and configuring goals
  • Utilizing segmentation for deeper analysis
  • Understanding the raw data and how it's collected
  • Selecting and comparing date ranges
  • Using flow visualization to see how visitors navigate through a site
  • Identifying slow-performing pages
  • Performing real-time analysis
  • Using annotations and other best practices
  • Configuring and analyzing internal site search
  • Determining the best report view to use
  • Navigating reports with tabs
  • Cleaning up data with inline filters
  • Sharing data and reports
Subjects:
Business Online Marketing Web Data Analysis Web Analytics SEO
Software:
Google Analytics
Author:
Corey Koberg

Analyzing top content by metrics and the navigation summary

Ultimately, publishing a web site is about publishing content, and understanding how that content is used and consumed is a principal goal of any analytics package. Before we launch into the most important content report, the Pages report, it's worth discussing the terminology used in Google Analytics to refer to the parts of the URL. Now most old-school Internet folks may take issue with this naming convention not being 100% accurate, but for the purposes of using Google Analytics, it's important to know what they're referring to when they use these terms, so let's take a look. First, we have this beginning part here, the protocol. The protocol is going to be your http:// that we see at the beginning of a URL.

By and large, a protocol does not matter to Google Analytics. Google Analytics takes care of all this for you, and we don't care at all what the protocol is so http, https, whatever. It doesn't matter. The next part here is the hostname. The hostname here is anything that starts with a www, essentially right after the protocol, all the way through to the end of the .com, .net, .org, whatever this final top-level domain is. All this in between here is going to be referred to as the hostname, and it's what's you are going to find in the hostname dimension of the network report, in the visitor's reports. But as far as the content reports go, we don't care about this either; the only thing we care about in the content reports is this last part, starting with a slash and including a slash all the way to the end.

While, the URL is this whole thing, we are calling this last part the URI or the request URI, and this is what's going to populate all of our content reports. This is what's going to be used for our page, our directories, and everything that we see, as far as the URI is concerned. Now switch into the Pages report we have here in Content > Site Content > Pages. We can see just that. We see those URIs starting with a slash and everything after. The Pages report orders these based on the most popular in terms of the number of Pagesviews by default, as we are sorting by this metric here, and this can be any page in the site.

It doesn't necessarily go down by directories or pages or alphabetical or whatever content has loaded up in the browser; it's just about how many times these pages are viewed. I am going to sort it by Default. Now I can sort these by any of these other metrics that we have over here. We'll look at those in just a second. The small box here with the arrow pointing out is a link that will allow you to see just what this content is. So if you are not sure what this particular link is, I can click on this arrow and it's going to launch a new browser window that's going to show me that exact content. Looking back at these metrics, we now have a couple of new metrics in our table, things like Unique Pageviews and Average Time on Page.

Now what's really interesting is when we look at things like Bounce Rate. We've seen this metric before, but it wasn't actionable. If you see that your entire site has a Bounce Rate of 90%, what are you going to do about it? Just hope that your visitors stop bouncing? Jut now we are getting to a point where we can actually take some action on that Bounce Rate because then people come to a particular page when they bounce, the biggest thing we can do to fix that is to change the page itself. And so here, I can easily identify which pages have a high Bounce Rate, which pages have a low Bounce Rate. From there, I can look at the keywords that brought people.

I can look at the sources of traffic, I can look at what countries and cities they are coming from, all because I know which page causef the Bounce Rate. Percentage of Exit is the percentage of those who will leave the site from this particular page. We'll look at that metric in more detail later when we look at that individual report. One of the things we can do in the Pages report is filter which of these pages get included in the data table. For example, if I want to see only the pages and directories that have to do with analytics, I simply go to this filter, type in analytics, hit Enter--and the Pages report is a very popular report as it's important to know what the most commonly viewed pages of the site are.

Find answers to the most frequently asked questions about Google Analytics Essential Training (2010).


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Q: The course was updated on 12/19/11. Can you tell me what's changed?
A: Many movies were updated to reflect the changes in the Google Analytics user interface and new movies were added to the course as well, with topics including using flow visualization to see common paths, identifying slow-performing pages with the Site Speed Report, using goal flow to find detailed insights on funnels and conversion paths, analyzing real-time data for time-sensitive analysis, and fine-tuning match types with the Matched Search Queries report.
Q: Where can I learn more about internet marketing?
A: Discover more on this topic by visiting internet marketing on lynda.com.
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Google Analytics Essential Training (2010) will be retired from the lynda.com library on May 14, 2014. Training videos will no longer be available, but the course will still appear in your course history and certificates of completion. For updated training, check out the all new Google Analytics Essential Training coming soon to the lynda.com Online Training Library.


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