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Google Analytics Essential Training (2010)
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Real-time data for time-sensitive analysis


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Google Analytics Essential Training (2010)

with Corey Koberg

Video: Real-time data for time-sensitive analysis

The real-time reports in Google Analytics are an interesting development and they're fun to look at, even if not everyone will find them consistently useful. However, there are a few specific use cases where having access to real-time data could be critical. So like so many reports, they're great for those times when you need them, even if you don't use them every day. Let's go to the reports first, and then we'll take a look at a couple use cases. Here we come here to the Home tab, click on Real-Time reports, and first up is the Overview report. Immediately we notice this big bold count of active visitors for the site. Below that we see a breakdown of new versus returning visitors, and to the right we see two column graphs.
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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

Real-time data for time-sensitive analysis

The real-time reports in Google Analytics are an interesting development and they're fun to look at, even if not everyone will find them consistently useful. However, there are a few specific use cases where having access to real-time data could be critical. So like so many reports, they're great for those times when you need them, even if you don't use them every day. Let's go to the reports first, and then we'll take a look at a couple use cases. Here we come here to the Home tab, click on Real-Time reports, and first up is the Overview report. Immediately we notice this big bold count of active visitors for the site. Below that we see a breakdown of new versus returning visitors, and to the right we see two column graphs.

They allow us to view traffic trends over time, minute by minute, and even second by second. This is an easy visualization to see spikes or drops in live traffic, but insights are a little harder to come by after that. So let's move on to the meat of this report down below. Here we see the top ten four different dimensions: top ten referral sources, showing us the top ten web sites referring to our site, the top ten pages our active visitors have viewed in the last 30 minutes, and the top ten keywords that brought the current visitors to our site.

We also see the top ten locations of our active visitors, and we can drill into the titles of any of these widgets to see some more details, or we can use a left-hand navigation to get our reports from there. Let's start here by looking at the Locations report. The Locations report look similar at the top, with a count of active visitors, and then it breaks the visitors down country by country, showing the countries that represent at least 1% of traffic, and the grouping all the traffic from the rest into Other. We see the same column graphs showing page views per minute and per second. At the bottom here we see a full list of countries that our visitors are showing our site on and a map that shows this visually.

A fun feature with this map is that Google has actually integrated Google Earth here. You can see the Map and the Earth options on top. Google Earth has higher browser requirements, so if doesn't load on your browser, you can get the same info, but with a slightly less visually immersive view on the plane map. But don't worry; it's essentially the same information. Google Earth even lets you zoom into the level where you can see individual buildings in your city, and it can be helpful for things like identifying if the traffic shown is coming from your building or perhaps the conference center across town. Just keep in mind these maps may be up to several years old in some cases and are stretching the bounds of what I consider to be reliable geolocation granularity and specificity.

The Real-Time Traffic Resources has the same live stats on top, except that the traffic breakdown here is by medium. Other than that, this report is much like the regular All Traffic Sources report found in standard reporting section, except that you're limited to the dimensions that are presented. You can still drill down into organic traffic here and see the sources and the keywords that brought them in, but that's about as far as it goes. If I click on Organic, we can see that report. Now the last report that we've got up here is the Content report, and on top it's identical to the Real-Time Traffic Sources report, but the bottom here represents live data about the content for active visitors.

So all this is really cool to see, but one downside is you won't see conversions or E-commerce data here. Processing things like that takes additional processing, so for now we are limited to visits and pages views. These reports are particularly valuable to the publishing industry or anyone whose page content changes more than once per day. Think about this. If your front page is like CNN or The New York Times and it changes every hour with breaking news, you can't look at a report that summarizes entire days for a page to draw any conclusions about the content, because that one page wasn't static for the entire day, so you don't know with the metrics represented are for the morning version of that or the afternoon or anywhere in between.

In web analytics the assumptions is somewhat that the page is going to be page for a day, and that's not always the case in situations like these where the homepage has lots of iterations inside of a single day. Or if you're holding a conference in a particular location, these could help you understand how people in that location are using your web site or even see the impact of social media at an events, since social is a very right-now-oriented channel. A similar use for these reports would be for popular retailers that offer promotions or events. They could know in real time how offline campaigns or in-store events are affecting the online performance. Or if a company is fortunate enough to have a highly anticipated product launch, these would be great reports to watch in real time.

So while these reports won't necessarily be part of your day-to-day analysis--unless you're a publishing company, or in charge of certain social media marketing--but they can provide timely insights on how people are interacting with your site.

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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