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Google Analytics Essential Training (2010)
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Using flow visualization to see common paths


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Google Analytics Essential Training (2010)

with Corey Koberg
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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

Video: Using flow visualization to see common paths

Earlier I said that the All Traffic Sources report was my go-to report, but this brand-new report might just take the crown as my absolute favorite. We've had dozens of discussions over the years with Google engineers about how pathing reports that show the click stream progression of a user are generally useless. The problem is you have 10,000 visitors in your analysis and 9,800 different paths. But this report is different. And while there's still a lot of development going on to evolve this report further, the earlier indication is that they've knocked it out of the park. As analysts, we often say we want to understand how different groups are interacting with our site differently: where they go, what they do, where they drop off, how they come in.

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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

Using flow visualization to see common paths

Earlier I said that the All Traffic Sources report was my go-to report, but this brand-new report might just take the crown as my absolute favorite. We've had dozens of discussions over the years with Google engineers about how pathing reports that show the click stream progression of a user are generally useless. The problem is you have 10,000 visitors in your analysis and 9,800 different paths. But this report is different. And while there's still a lot of development going on to evolve this report further, the earlier indication is that they've knocked it out of the park. As analysts, we often say we want to understand how different groups are interacting with our site differently: where they go, what they do, where they drop off, how they come in.

We're interested in questions like how do our new users use this site compared to our returners? How do users in China use the site compared to those in US? How about people who hear about us via the social media channels versus good old-fashioned organic search? So many questions and lots of reports available, but many are indirect and unintuitive. But now we have a report that combines the content navigation, entrance and exit reports, and funnels all in one and at the same time leverages all our campaign data and custom segmentation. This is Visitor Flow Visualization, and I am big fan. Let's take a look.

Come here to the Audience or Visitors tab and click Visitors Flow. Initially the report opens by demonstrating the relative number of visitors from each country. We can see the trends and how they navigate from one page to the next. We can, of course, select which dimension we want to see here. We can group by things like source, medium, keywords, et cetera, all the dimensions that are available to us. We don't have to choose Country, although that's an interesting one to start with. Here, the pages of your site are represented by these boxes that are known as nodes. Visitors and the paths and trends that they take through the site are represented by these individual lines.

So as we look at this, these individual nodes over here represent the different countries, and the paths that they connect to represent the landing pages. These are the first pages on the site that those individual visitors came to. From there, we can see how many visitors moved on from their landing pages to another page on the site and which page, and we can also see how many left the site and dropped off after visiting a particular page. The number of visitors that left the web site after reviewing that page are represented by this red bar on the side of each node. This is a visual representation of the percentage of visitors that abandon the site and didn't move on further.

Above the red bar, for the visitors that didn't drop off, we can see on these lines where they moved on to. We can click on any of these lines to highlight traffic through those individual paths. As we click on any of these individual lines, it shows the previous visitors and where they came from, who went through that particular path. I'll show a couple of examples here as I highlight different lines. If we click on one of the nodes in this first line over here, the countries, we can highlight the traffic through that particular country and follow that traffic through the site. So in this case, I am looking at where all the traffic in the US goes, but maybe I want to come down here and look at India and highlight traffic through this particular country and see where do people in India come on my site, where do they go, how do they progress, how do they drop off? I can do the same for Australia or any other site through it.

To unhighlight that particular one, I can click again and click Clear Highlighting and we'll go back to the original screen. If we have a particular interest in a node, we can click the second option up here to view only this segment. At that point, it's going to clear away all the other ones and just show us a segment that we're currently interested in. To go back, I simply come up here to the breadcrumbs and click on the original Visitor Flow and I'm right back where I started. Another good tip is that on any individual page node here, when I click on here, I can select the group details. From here, we see a table with different metrics about the pages that are included there.

We can also see things like Top pages, Traffic breakdown, and even things like Outgoing traffic of where they went next. This view was great if we are trying to understand marketing things like where did things from a particular source come from, or things about a visitor like what particular people that came from a country did when they came through here, such as United Kingdom, or India versus the US. But what if we are looking at this from a content point of view, and we want to examine an individual piece of content? In that case, we can scroll over here, click on an individual page node. We can click Explore traffic through here. This is kind of an amazing view that's going to show us a report that will make this particular page the center of our analysis world, focusing only on the traffic through this particular page.

On the left-hand side, we can see all the pages that led up to that page, with the green here being people who entered the site via that page. What I like about this report is it's interactive. I can click on the +Step here to go back even further, and I can understand where people came from prior to that page and prior to that page all the way back. As we see the progression through here into the page that we're interested in, I can do the same thing over on the right where we'll see people went after. In this case, I can see the number of people who dropped off, but I can also come over here and click through each step and see where they went page after page after that.

I can of course continue to highlight traffic through individual pages and see the progressions through each one. As we examine this, there are a few other things we should keep in mind. One is over here I can change the way this looks if there are too many lines through here by clicking on the plus button and allow us to see each of these paths more clearly by elongating the space in between each individual node. I can click the Home button at any time to come back to my primary node, and I can change the number of steps here by clicking the x to reduce that step there and get back to our original one here. One of the most powerful features is somewhat hidden.

Let's say that you are looking through this list and you're looking at this particular blog post here, and you think to yourself that you're interested in not just the traffic that came through this blog post, but all the different blog posts here. What we want to do is click this little gear up here on the top and we've got these Match Type option. So one of the things we can say is begins with, and clear this out so it's not this particular blog post, but anything that starts with /blog. What it's going to do is allow us to analyze the traffic through our content as if everything through this /blog was one individual page. Here we can see all the traffic that flowed through the blog, where it came in, how much of it dropped off, and where it went after that.

If I click here on Group details, I can see all the different pages that actually are grouped under this particular one, so everything that starts with /blog here, all the individual visits, percentage of traffic drop-off rates, and individual metrics that I need to see here. Or I can come back here to my Flow Visualization and see how traffic flowed through that particular set of content on the site. This is incredibly powerful as we are trying to understand how people are using groups of content rather than just individual pages. The data in these reports can be used by your entire web team: marketers and advertisers to designers to conversion optimizers. They represent the best kind of reports, easy and intuitive, yet powerful, and it's easy to dig deeper.

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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