eGoogle analytics-best-practices-abcd-harvard-presentation-9-10-14
- 1. Best Practices for Tracking Campaigns in Google Analytics Mike Petroff Digital Content Strategist
- 2. Intro Mike Petroff Digital Content Strategist Office of Digital Strategy
- 3. Topics for discussion ● What we’re measuring, and why ● How we’re using Google Analytics ● Best practices ● Tracking campaigns ● Dashboards ● Analytics distribution ● Q&A
- 4. Google Analytics USING GOOGLE ANALYTICS
- 5. What we measure WEB ● Harvard Gazette ● Harvard.edu & President’s site ● Alumni website ● Harvard Campaign & The Story Map ● College/Admissions * We also have “view” access to a variety of school and department websites when they share them with Digital Strategy. SOCIAL ● Engagement/sharing of Harvard’s social content: ○ Facebook ○ Twitter ○ Instagram ○ Google+ ○ LinkedIn ○ Reddit ● Monitoring social mentions of Harvard and related news MULTIMEDIA ● Performance/engagement of University-wide audio and video ○ Harvard Gazette/Kaltura ○ YouTube ○ iTunes U ○ SoundCloud ● Livestreamed video of campus events ○ Media Technology Services EMAIL ● Silverpop ○ Daily Gazette ○ President & University-wide emails ● Analysis of open & click rates, optimization for mobile platforms and email service providers
- 6. How we measure WEB SOCIAL & Google Analytics Chartbeat MULTIMEDIA Hootsuite ● Topsy ● Facebook Insights ● Twitter Analytics ● Iconosquare ● SoundCloud ● YouTube ● Kaltura ● iTunes U ● More... EMAIL Silverpop Litmus
- 7. Why we measure Tracking and reporting analytics on your web, social, and other digital properties will give you a better understanding of: ● The performance of your website ● The behavior of your site visitors ● The sources driving the most traffic ● Communicating success related to business objectives ● Optimizing your content to better the user experience ● Share consistent analytics terminology
- 8. How we use Google Analytics Harvard.edu Harvard Gazette
- 9. How we use Google Analytics Alumni.Harvard.edu Campaign.Harvard.edu
- 10. How we use Google Analytics Google Analytics ● Tracking harvard.edu, Gazette, alumni website, etc. ● Engagement metrics ● Regular reports ● Tracking traffic sent to/from sites ● Event tracking across site elements Chartbeat ● Real-time traffic segmented by source ● Helps show anomalous events and spikes
- 11. How we use Google Analytics Google Analytics: Event Tracking / Tag Manager Example: Harvard Gazette 2.0 redesign Site elements tagged to track performance, usability, popularity in new Gazette design.
- 12. How we use Google Analytics NEXT box in Gazette 2.0 design
- 13. Why we measure (example) NEXT box in Gazette 2.0 design EXAMPLE: ● Since Gazette 2.0 redesign, NEXT box has been clicked 84,132 times The ‘NEXT’ box even drove more internal story clicks than the ‘POPULAR’ stories sidebar since the Gazette 2.0 redesign (about 24,500 more clicks)
- 14. Best Practices Resources: http://guidelines.hwp.harvard.edu/analytics ● Tips from Digital Strategy ● Lynda.com resources and videos ● Google Analytics setup checklist ● Getting Started guide
- 15. Google Analytics TRACKING CAMPAIGNS
- 16. Anatomy of a URL Tagged URL
- 17. Anatomy of a URL hvrd.me/ARCIc is actually... http://news.harvard. edu/gazette/story/2014/08/ebola -genomes-sequenced/? utm_source=twitter&utm_mediu m=social&utm_campaign=hu-twitter- general
- 18. Tracking campaigns http://news.harvard. edu/gazette/story/2014/08/ebola -genomes-sequenced/? utm_source=twitter&utm_mediu m=social&utm_campaign=hu-twitter- general utm_source=twitter utm_medium=social utm_campaign=hu-twitter-general
- 19. Tracking campaigns utm_source=twitter utm_medium=social utm_campaign=hu-twitter-general
- 20. Tracking campaigns Establish consistency in naming: ● Medium (email, social, print, etc) ● Source ● Campaign Name For example, our ‘Medium’ is the most general, then ‘Source’ gets more specific about the platform, then ‘Campaign’ is the specific name of the campaign.
- 21. Tracking campaigns Google ‘url builder’
- 22. Tracking campaigns Shared Spreadsheet
- 24. Google Analytics dashboards ● Dashboard example: Technology and Mobile
- 25. Google Analytics dashboards Resource: https://www.google.com/analytics/gallery/ Things consider: ● Site goals you’re measuring ● Visitor technology (mobile/desktop, screen size) ● Visitor behavior (new/returning, event tracking) ● Who has access, frequency of check-ins
- 26. Google Analytics ANALYTICS DISTRIBUTION
- 27. Distribution examples Daily: Gazette email report Goal: ● Provides overall open/click rate, story clicks ● Compiled in Silverpop, bulleted insights Weekly: Dashboard report Goal: ● Overall top stories, traffic breakdown by Harvard sources (Harvard.edu, daily email, social) ● Compiled through GA Dashboard, with bulleted insights
- 28. Distribution examples Goal: ● Trending analytics and analysis for main Harvard web, email, social properties ● Compiled through several analytics sources, collected in shared Google Doc, bulleted insights Ad-hoc: Snapshot analytics reports Goal: ● Provide consistent, templated approach to collection of web, email, social stats and examples ● Compiled using several analytics sources, collected in shared Google doc Monthly: Monthly analytics report
- 29. Distribution examples Example: Multimedia section from Monthly Report
- 30. Google Analytics QUESTIONS & DISCUSSION
- 31. Google Analytics QUESTIONS & DISCUSSION