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Google Analytics Essential Training (2010)

Sorting data by browser capabilities


From:

Google Analytics Essential Training (2010)

with Corey Koberg

Video: Sorting data by browser capabilities

When making design considerations and trade-offs on how we build our sites, it's useful to be armed with information about the type of computers and browsers that our users have. This next set of reports can offer up a great deal of information to help us design and build an optimal site. We are located here in the Visitors > Technology > Browser & OS reports. The individual reports and metrics are differentiated here with a horizontal bar, beginning with Browsers. It tells us the different browsers that are used in our site, and one of the most common mistakes in site design is to create a site that has problems working in all the different browsers.
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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

Sorting data by browser capabilities

When making design considerations and trade-offs on how we build our sites, it's useful to be armed with information about the type of computers and browsers that our users have. This next set of reports can offer up a great deal of information to help us design and build an optimal site. We are located here in the Visitors > Technology > Browser & OS reports. The individual reports and metrics are differentiated here with a horizontal bar, beginning with Browsers. It tells us the different browsers that are used in our site, and one of the most common mistakes in site design is to create a site that has problems working in all the different browsers.

But even if your site doesn't work at all on a particular browser, users of that browsers won't know it until they actually visit the site. So you can't rely on the Visitors column to tip you off, particularly if you've a high percentage of new users, because while a visitor may not choose to return to a site that doesn't display properly, a new user would have no knowledge of that issue, never having visited your site before. However, we might see evidence of that problem by shifting over here to the Goals or Ecommerce tab and looking for any particular browsers with suspiciously low values. Scrolling down here, we see the table of browsers, and I can change my metrics here to include Revenue.

Now if we do see a particular browser that's having trouble, it may mean that they have problems viewing the site, which prevents them from converting on our goals. In our case, we see some here that may be suspicious. We have Android browser that has a large number of visits, but absolutely no revenue, and we do see some interesting things in addition to that. This being the Google Store, it may not surprise you to see the high penetration of Chrome, but as we look down this list, and if we switch back and forth from Visits to Revenue, we see a few other things. First is that Chrome converts less then its market share in terms of revenue.

It's 40% of our visits, yet in terms of revenue, it was only 36%. And we see that actually IE and Firefox do better than their share, converting here at 32 and 25, although when it come to visits, we've only got 29 and 17. Now as we pointed out earlier, mobile is all the rage, but when we look at the revenue, we see things like Android Browser and Opera Mini have absolutely no revenue to their name here. We'll note this mobile performance and we'll remember to dig in deeper with specific reports around those devices in a different video. Now along those lines, we can see operating systems as well as the browsers by clicking on the next link, Operating System.

Here we see that Windows users make up the majority of visits to the site, and it's not even close. Now although, when we switch to Visits, we see that Mac users make up about 8% of the visits, they account for 22% of the revenue. Screen colors and Resolutions are also available, and while no one pays too much attention to color depth, resolutions are becoming a huge deal again with the advent of smartphones, tablets, netbooks, and other nontraditional form factors. Along these same lines, there are a few things that will stop a visitor in their tracks as quickly as forcing them to install or upgrade a plug-in such as Flash.

In some devices, such as pretty much any iOS device, can't even run Flash if they wanted to. So before you let your designer talk you into a page that requires the latest and greatest Flash or Java plug-in, so be sure to check your reports here first and see just how many users you'll be leaving out in the cold. One interesting insight to note is that the most common Flash version is still the old version, Version 10, so that may influence our design a bit. Also, when we are doing analysis of these reports, don't forget to utilize secondary dimensions. For example, I am curious about the Safari users, are they MacBook or iPads? So let's drill down over here to the browsers and click on Safari.

We see the specific browser version, but I am not interested in that, so I am going to click my primary dimension here instead to be resolution. Now I am pretty sure that this second one here, the 768, is the iPad, but I am not 100% sure. So I am going to take my secondary dimension over here, drill down to Technology, select Operating System, and we clearly see here, the second one was in fact the iPad. Here we have my favorite kind of data, indisputable and actionable. By knowing the screen resolutions of each particular iPhone, for example, we can see which version of it they have when they're visiting our site, which version of the iPad, et cetera.

Utilizing these reports can help us build sites that are optimally designed for user's environments and significantly improve the success of our sites.

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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