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Lesson 13 – Part 4 – Tour Google Analytics

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I’m going to take you over to my Analytics account and we’ll take a look at the thesiscss.com, have a look at those metrics for a while. Wow, nobody visited yesterday. Here’s what you see when you are touring Google Analytics. This is your main overview page as soon as you get here under Standard Reporting.

Google Analytics Overview

Actually, there’s a Summary page under Home so if you click Home, you can take a look at your Summary page and it shows you the number of visits this month and shows you the average visit duration, obviously higher to lower. It shows you what countries your visits were from and this is kind of an overview page. If you go to your Visitors Overview, you get a better view of this so 624 visits came to thesiscss.com, 447 unique visits, 1,307 page views, bounce rate of 65.38%, that’s pretty much your overview.

Demographics

Now, you can take a look at Demographics and we can look at other language or location. We’ll take a look at location and you can see here that 290 of the visits were from the United States, 56 from the UK, 39 from Germany then India and so on and so forth. See the pageviews, the average pages per visit that people looked at, the average duration of their visit when they look at things and the percentage of visits that were new, that had not visited the site before.

This is showing the top 10 but you can show more rows. You could show 50 and you can see 3 people came from Nigeria, 1 person came from China, 1 person came from Venezuela, didn’t stay very long. If you click on this further, say click on the United States, now you can see where they come from in the US so California sent 33, New York was 27, Florida 22, Illinois is 22 so on and so forth. You can even take it one step further and click on the state and you can see the cities where they came from so Sta. Barbara had 6 visits. That’s demographic and location.

Behavior

The next thing we’ll take a look at is Behavior. In terms of behavior, new versus returning is fairly interesting, that is 32% of the visits this month had been here before and 67% hadn’t. If we look at Frequency and Recency, 420 visits, 838 pageviews, only visited the site 1 time this month, 78 visited it twice, 35 visited it 3 times so on and so forth and 7 people visited the site more than a hundred times.

If we just look at 9 visits or above, there were 47 visited the site at least 9 times. Days since the last visit, of course if they only visited once then there were no days since the last visit. Some of the people hadn’t visited the site for at least 4 months, 3 of them. You can see the recency of those visits.

Engagement

You can also look at Engagement, 427 people or 448 pageviews stayed in the site less than 10 seconds. Obviously, for the majority of them, this is not what they were looking for so they didn’t hang around for it. You can see how engaged your visitors are and how good the reach really is. Obviously, the thesiscss.com site is not particularly compelling, I haven’t maintained it for quite a while so it doesn’t get nearly as much uses it used to. Anyway, that’s engagement.

Mobile Devices

If you’re concern about mobile access, you can see that in this case, 614 other visits were not with mobile devices and only 10 of them were mobile devices. If we come down and take a look at Traffic Sources, this will show you where all your traffic came from. So 65% came from search, 18% came from referral and 18% came from direct traffic. Let’s take a look at search and look at the overview.

Organic Search

I don’t have any page search traffic on this, it’s all organic, 404 people came with an organic search. If we look at the organic search, 270 of those searches Google was not able to capture what the search term was. The reason is that, browsers are more and more hiding this information from Google so since Google captures this information from browsers, we’re getting less and less useful data about what search terms people are using in order to get to our pages.

More than half of the search terms were not recorded so we don’t know what half of them did. The rest of them, Thesis CSS, Anatomy of Thesis WordPress, Custom Menu li Thesis, CSS Crush Thesis, CSS for the Thesis Theme and you can see what dates they happen on. Somebody came on August 11th and somebody else came on the 5th and the 7th with that term.

All Traffic

All Traffic, there’s also direct traffic, that is people who just typed in and go directly to you then there’s referral traffic. You can see how many people came to this from referral traffic. Most of the people who came to my site came there because of my signature on the forums, howtomatter has a referral to me, byobwebsite so a few other people are linking off to me and those are the people that referred people to the site.

Content

One last thing I want to show you about this, actually two things. I want to show you content so if we look at content and look at all pages, this shows you what the most popular content on the site was. Most people visited the homepage and 97 people visited the thesis-css-full-width-framework page, thesis-css-content-box and full-width-page-layout and so on and so forth. These are the most popular pages on the site. If you’re looking for a popular page, you want to know what people are the most interested in, you can tell by what pages they visited.

Content Drilldown

Now you can also drill down to those pages so most people enter into this from the home page. Let’s go back to Content Drilldown and the way this works is that, 94 people came to the home page, 87 of those went to content, 64 of those went to content- box sidebars and 16 went to the page column-wrap.

If we come back and look at it again, instead look at thesis-css-navigation, 87 came from the structure-the-thesis-menu then general-appearance-of-the-thesis-menu then the home page and specific-appearance-of-each-menu-item. This tells you where people got to your pages from. These are the most visited pages and this is where people came from in order to get to those pages.

Landing Pages and Exit Pages

Landing pages shows you what page people came to first. If they came to any page first, what was the very first page they landed on when they came to your site. Well, 245 of them came to the homepage but a bunch of them came to the full-width-framework, some others came to the content-box and others came to the thesis-nav-menu. This can show you what the primary entrances into your site are. Exit pages are the opposite. What was the last page somebody visited before they left and sometimes, this can tell you what pages are not particularly well-performing.

Advanced Segments

There’s one other thing I want to show you and that is this Advanced Segments. We’re going to go back over to Organic Search Results here then go to Advanced Segments and rather than looking at all of our visits, we’re just going to look at returning visitors and hit apply. Of our returning visitors which were 127, we still don’t know anything about 85 of them but 3 of them went to the Anatomy of Thesis Theme, they on average, went to 5 pages and spent 14.48 minutes.

If we go there, you can take a look at the secondary dimension. Say look at what city, this might even be a single person, Glendale. This is a single person, he has visited 3 times from Glendale Arizona using this as a search result. This is one of the things you can do with this, is you can drill down. Let’s just delete this one, go back over to Organic.

Returning Visitors from DIY Themes

While returning visitors which is returning visitors with Google search is 20.35%, if we look at instead returning visitors who came from DIY Themes, only 23 came from DIY Themes. They came from this location that is the forum and if you want to see where those people all came from, we could go to Country and Territory and 12 came from the US, 8 from Canada, 1 from the UK, India and South Africa.

This gives you a way of drilling down. You could do exactly the opposite of that, you could pick new visitors, apply and see what happens with new visitors. How long did a new visitor stay, there are a bunch of them from the US but they didn’t look very long. On the other hand, there weren’t as many from the UK but they stayed longer and looked up more pages and so on and so forth. That is what you can do with Google Analytics.

Actually, that’s a poor introduction to the kinds of things you can do with Google Analytics and in fact, it’s very very rich. I have a lot of different videos on the site on how to do eCommerce tracking, how to set up goals, how to track your goals and if you’re using advertising, how to check the effectiveness of the referrals of that advertising and things like that. Those are all kinds of things you can with it. To tell you the truth, the thing I do primarily with it is just look at how much traffic I’ve had and that’s slam dunk easy.

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