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Google Analytics Essential Training (2010)

Sorting top content according to page title


From:

Google Analytics Essential Training (2010)

with Corey Koberg

Video: Sorting top content according to page title

As analysts, we want to understand what the popular content is on our site, and that's one of the reasons the Pages report is so popular. The problem is, as we scroll down through here, it's not necessarily all that easy to get insights from here because it's not entirely clear to me what some of these pages are. As I see the pages through here, these are obviously category of pages, and each of these numbers represents one of the categories of products that corresponds to my database, but I as the analyst don't necessarily know what those are. So what I can do, instead of using this report with URLs, is I can come up here and switch this over to Page Title. This is actually going to show me the page title of the corresponding web page.
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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 top content according to page title

As analysts, we want to understand what the popular content is on our site, and that's one of the reasons the Pages report is so popular. The problem is, as we scroll down through here, it's not necessarily all that easy to get insights from here because it's not entirely clear to me what some of these pages are. As I see the pages through here, these are obviously category of pages, and each of these numbers represents one of the categories of products that corresponds to my database, but I as the analyst don't necessarily know what those are. So what I can do, instead of using this report with URLs, is I can come up here and switch this over to Page Title. This is actually going to show me the page title of the corresponding web page.

Now what I can immediately see here are those nasty URLs that represented the pages for my wearables, my accessories, my office pages here. Well those are my product categories. So this is clear, and it's immediately obvious to me in terms of how my products in the corresponding pages on my site are performing. I don't have to leave this page and cross-reference any URLs in another browser, or any other convoluted process, because it's all clearly spelled out for me here as I get a different line for each single document title. Now it is important to note, this isn't a one-to-one ratio of URL to title.

What I mean by that, if certain documents or certain web pages have the same titles, then they are going to get combined into a single line here. For example, we see here there are almost 170,000 pageviews of this top one here. That's a fairly generic Google Store type title. What this probably means is that we are reusing the same title for different pages. What we can do to figure this out is we can actually click and drill down into that particular title, and the next report is going to show us all the different URLs that are associated with that title. And just as I suspected, we see a category id of new and our onsale and our green categories all reuse that same document title.

This can happen a lot if we are using template-based pages. People will use the template and they will forget to change the title for the new page. And this isn't a great thing from a usability point of view, and it can also hurt us from an SEO point of view. So this is something I may want to go get fixed. The beauty of this report is I can easily see all the different pages that share that same title. Now going back to the Content by Title report, I can do some further analysis. For example, one of the things I want to look at is Bounce Rate. Especially now that I have the ability to see what these pages actually are, I can understand what some of the trends are, what some of the products are popular and if anything jumps out on me. Now when I go over here and I do the search by Bounce Rate, I first want to see ones that have a high Bounce Rate. The problem is I am back to that situation where I have got pages in one Pageview and 100% Bounce Rate.

I can come up here to set an Advanced filter and what I want to say is I want to show all of the ones that have Pageviews greater than, let's say 100. Now something has jumped out on me right away. I can see that, for whatever reason, this Organic Cotton Tote Bag in the Accessories category is not doing too well. Of all the Pageviews that are loaded, 100% of those people bounced right away. Something has gone wrong here, and it's not something that's particularly appealing to folks. I want to basically go figure that out, whether it's a problem with the product, whether it's a problem with the page. I've got some actionable data here that I need to follow up on.

As I scroll through this list, we see lots of examples. I can expand the number of rows down here to 50, and we can see some that have quite a few Pageviews but they are still having very high Bounce Rates. For example, our Google Bean Bag has 1600 different pageviews, still sitting around a 80% Bounce Rate. Now we don't always want to focus on the negative; let's always look at the flip side. We can take this exact same report and we can flip it around for extremely low Bounce Rate for products that are very popular. Notice that I have still got my advanced filter on so these Pageviews are going to be relatively high, and again some things jump out on me. For all these products here, the Google Aluminum bottle, the Blinky Pin, my Hemp Travel Organizer, Magnetic Game Set, have a 0% Bounce Rate, despite getting quite a few pageviews.

These are very popular products and ones that do fairly well. I might want to understand a little bit more about the organic search terms that brought people to the site and see how I am really getting solid traffic here that's performing very well. This report is full of valuable actionable information for me. As analysts, much of our job is not about getting the raw data, but rather getting the data in an organized way so we can easily pull out insights that we can actually do something with. Having human-readable titles, that can often make it much easier for us to pull out the data or to share it with others.

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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