Gov Use Of Google Analytics
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This document discusses Google Analytics and provides tips for how local governments can get started and improve their use of it. It notes that Google Analytics shows major differences in website usage compared to other analytics vendors. It then provides guidance on setting up profiles and filtering traffic, creating goals and funnels, using it with Google Website Optimizer for testing, advanced segmentation, and integrating it with other tools. Concerns about Google Analytics are also mentioned.
Gov Use Of Google Analytics
- 1. .gov use of e Analytics Socitm Insight: How to build website take-up - best practice & networking event 2 June 2009
- 2. Better Connected: I have issues Hitwise basis for 'take-up' numbers for regions, 'top 20' Publishing has no 'definition of usage' Google Analytics shows major differences
- 6. Discrepancy? Much lower 'per capita' GA website use ('take-up') than Hitwise suggests
- 7. Negatives Negatives? 32% of the Top 500 Web Sites
- 8. Fast - uses Google data centres 90 standard reports with 125+ metrics and dimensions Uses 1st party cookies - like other vendors All have issues such as JavaScript errors, redirects, untagged pages and slow client-side load times. Provides 'not share data' option (but miss benchmarking benefit) All other vendors store data Free because it a 'loss-leader' for other business areas - like AdWords
- 9. Getting started Take the free starter course from Google YouTube interface tutorial Correct your installation and inclusion of link tags (example email) Use the egov Victoria Resource Centre
- 10. Getting started Check all pages tagged Tag secure sites using the secure site code Use ecommerce tracking codes Check site search tagged - what page they were on when they made the search and what page they chose in the search results
- 11. Getting moving Filter out to segment users - multiple profiles Create separate profiles filtering internal traffic from static IP address(') - which can vary Could also use for filtering incoming traffic from other councils
- 12. Getting moving Create 'sales funnels' (goals) From a sign-up page to the "thank you" page Forms Payment processes Track document downloads, email clicks or specific links. Adding a small piece of JavaScript to any link will tell Google to track when someone clicks on that link.
- 13. Getting moving Use with Google Website Optimizer to create an optimization plan for your site Compare to other council's designs / content / CTA Use in iteration / guerrilla testing to willow designs e.g. bounce rate ('I came, got confused / bored, left') - going down or up
- 14. Getting good Advanced segmentation - subset of visitors whose behavior you would like to see and analyze Export to Excel / PDF and automate the process, email to colleagues Can use with Youtube
- 15. Getting good Using consultants to: Validate and troubleshoot your installation Integrate your analytics data with other data sources or CRM (it is supported by many of them) Optimize your marketing efforts Train your staff on how to use Analytics Respond to support tickets, phone calls and provide on-site consulting
- 16. Negatives They should pay me for this