Intro to Google Analytics

PowerPoint slides: Google Analytics 101

What are custom campaigns in Google Analytics?

Drilling down to see your own data

Tracking PDF traffic and links

Glossary of Terms

    • The number of times your site has been visited.
    • A session is a group of interactions that take place on your website within a given time frame. For example, a single session can contain multiple screen or page views, events, social interactions, and ecommerce transactions. You can think of a session as the container for the actions a user takes on your site.
    • A single user can open multiple sessions. Those sessions can occur on the same day, or over several days, weeks, or months. As soon as one session ends, there is then an opportunity to start a new session. There are 2 methods by which a session ends:
      • Time-Base expiry (including end of day):
        • After 30 minutes of inactivity
        • At midnight
      • Campaign change:
        • If a user arrives via one campaign, leaves, and then comes back via a different campaign.
    • the total # of people that visited your site (both new and returning) for a specific time period
    • # of pages loaded on the site for a specific time period
    • each time a page is opened in the browser, a pageview is recorded
    • a calculation of the average number of pages per visitor
    • represents the number of people who visited the site, viewed one page, then left.
    • The percentage of 1-page visits.
    • The lower the bounce rate, the better. Low bounce rates mean people are landing on a page and finding the information interesting enough to pursue information on other pages.
    • A high bounce rate could mean people are coming to your page by accident, or your content is not compelling or educational.
    • Possible goal to set: 30% Bounce Rate
    • percent of users (unique visitors) who had never visited the site before

    It’s nice to keep fresh eyes on your content because that means you are expanding your reach.

    Possible Goal to set: 60%-70% New Sessions

  • Event Tracking is a method available in the ga.js tracking code that you can use to record user interaction with website elements, such as a Flash-driven menu system.

    With ga.js, you would commonly apply Event Tracking to:

    • Any Flash-driven element, like a Flash website, or a Flash Movie player
    • Embedded AJAX page elements
    • Page gadgets
    • File downloads
    • Load times for data
    • A pageview, an event, a social action, or an Ecommerce transaction
    • Google Analytics (GA) bases interaction limits on hits and not exclusively on pageviews. GA can capture up to 500 hits per visit and 10 million hits per month.
    • Use the Acquisition reports to know where people are coming from
    • If you know your biggest traffic sources, you have a better idea of where to spend your time and money


    By default, Google Analytics reports on traffic from three referral types (mediums/channels):

    1. Organic Search

    Visits from organic (free) search engine listings such as

    Google, Yahoo!, Bing, and Baidu

    Paid Search (optional)

    Visitors who come to your website from an AdWords                                          or other paid search ad


    1. Referrals

    Visits from people who have clicked a link to your site on another site


    1. Direct

    A direct visit means the visitor typed your website address directly into their browser or used a saved bookmark to arrive on your website.


    Social (optional)

    Visitors who come to your website from a social network


    Other (optional)

    If you use UTM parameters for Custom Campaign tracking – see below:

    • Custom Campaigns can help you find out how referral traffic arrives at your content, so you can identify the most effective ways to attract more users.
    • In Custom Campaigns, UTM (Urchin Tracking Module) parameters are added to the URL of the destination page where you want visitors to enter your website.
    • Visits to that page show up under the Other channel under Acquisition by the campaign name you set for it.
    • A Goal represents a completed activity, called a conversion, that contributes to the success of your business. Examples of Goals include making a purchase (for an ecommerce site), completing a game level (for a mobile gaming app), or submitting a contact information form (for a marketing or lead generation site).
    • watch
    • A flow visualization is a graphic that a traces a route or a path, like a trail through a forest. Unlike a map, which displays possible and known routes, a flow visualization reveals the actual path as it was traveled step by step, including any detours or backtracking that happened along the way.
    • Flow reports in Google Analytics illustrate the paths users take through your content, including special elements you track using Goals and Events. In a single graphic, you can see how users enter, engage, and exit your content. You can also use these reports to troubleshoot your content by finding any unexpected place users exit or loop back.
    • determines which data from your site appears in the reports
    • You can create more than one view (profile) for a given website, and use filters to subset your data and provide distinct report views for the website.
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