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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 thesiscss.com. I haven’t looked at those metrics for a while.

What You See When Touring Google Analytics

Here’s what you see when you are touring Google Analytics. This is your main overview page. 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 and it’s obviously, higher to lower, right? It shows you what countries your visits were from and this is kind of a big, like an overview page.

Visitor’s Overview

But if you go to your visitor’s overview, I think you get a little bit better of view of this. So 624 visits came to css.com, 447 unique visits, 1307 page views, bounce rate of 65.38%. Okay, that’s pretty much your overview.

Demographics and Location

Now you can take a look at demographics and we can look in either 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. You can see the page views, the average pages per visit that people looked at, the average duration of their visit when they looked at stuff and the percentage of visits that were new.

Now this is showing the top 10 but you can show more rows. You can show 50 and then you can see 3 people came from Nigeria. One person came from China. One person came from Venezuela, didn’t stay very long.

And if you click on this further, say click on 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. And you can even take it one step further and click on the state and you can see which cities they came from. So that demographics and location.

Behavior

And the next thing we’ll take a look at is Behavior and 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 so this is their first time.

Frequency and Recency

If we look at Frequency and Recency, 420 visits, 838 page views only visited the site one time this month. 78 visited it twice, 35 visited it 3 times and so on and so forth. So 7 people visited the site more than 100 times. And if we just look at 9 visits or above, there were 47 visits to the site at least 9 times. And the day since the last visit, of course, if they only visited it once then there were no days since the last visit. Some of the people hadn’t visited the site for at least 3 or 4 months. So you can see the recency of those visits.

Engagement

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

Mobile Traffic

And if you’re concerned about mobile access, you can see that in this case, 614 of the visits were not with mobile devices and only 10 of them were with mobile devices.

Traffic Sources

So then if we come down and take a look at traffic sources, there was audience. We look at traffic sources just to show you where all your traffic came from. So 65% came from search, 18% came from referral and 18% came from direct traffic. This is sort of a summary thing.

Search

Let’s take a look at sources and look at search. And let’s just look at the overview. I don’t have any page search traffic on this so it’s all organic. 404 of the people came with an organic search and 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 often hiding this information from Google. And 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. But the rest of them searched for Thesis CSS, Anatomy of Thesis WordPress, custom menu LI Thesis, CSS crush Thesis, CSS for the Thesis theme. You can see what dates it happened on, right? Somebody came on August 11th and then somebody else came on the 5th and so on.

Direct Traffic

There’s also direct traffic, that is, people who just type in and go directly to you and then there’s referral traffic. So 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. And then How to Matter has a referral to me, obviously, and I do also at BYOB Website. And so a few other people are linking off to me and those are the people who referred people to the site.

Content

And then I want to show you two more things. I’m going to show you content. So if we look at content and just look at all pages, this shows you what the most popular content on the site was. Most people visited the home page. And the 97 people visited the Thesis CSS Full Width Framework page and then Thesis CSS content box and then Full Width Page Layout and so on and so forth. So these are the most popular pages on the site.

If you’re looking for a popular page or if you want to know what people are the most interested in, you can tell by what pages they visited. Now you can also drill down through the pages. So most people enter in from this home page…let’s go back to content drill down.

And so 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 and instead, look at Thesis CSS navigation, 87 of them came from the structure of the Thesis menu then general appearance of Thesis menus and then the home page and then specific appearance of each menu item.

So this tells you where people got to your site or 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

Landing pages shows you what page people came to first. So this is what the very first page they landed on when they came to your site. Well, 245 of them came to the home page but a bunch of them came to the Full Width Framework. Some others came to the content box. Others came to the Thesis Nav Menu. So this can show you what the primary entrances into your site are.

Exit Pages

And exit pages are the opposite, right? What was the last page somebody visited before they left? And sometimes, it’s just going to 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. And we’re going to go back over to organic search results here and 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.

And 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 the Thesis Theme. They, on average, went to 5 pages, spent 14.48 minutes. And if we go there, you can take a look at a secondary dimension. Let’s just look at which city. This might even be a single person… Glendale, okay. So this is a single person. He’s visited 3 times from Glendale, Arizona using this as a search result.

One of the things you can do with this is you can drill down. Go back over to organic. So our returning visitors which is returning visitors with Google Search is 20.35%. If we looked at, instead, returning visitors who came from DIY Themes… so returning visitors, only 23 of them came from DIY Themes. And so they came from this location, that is, they came from the forum.

And if you want to see where those people all came from, we could go to country and territory. And 12 of them came from the US, 8 from Canada, 1 from the UK, India and South Africa.

So this gives you a way of drilling down. You can do exactly the opposite of that and you could pick new visitors and apply and then see what happens with new visitors. How long did the new visitors stay? There were 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, looked at more pages, so on and so forth.

Basic Intro But There More Complex Tracking Opportunities

This is just a basic introduction to the kinds of things you can do with Google Analytics. In fact, it’s very very rich and I have a lot of different videos on the site on how to do e-commerce tracking and how to set up goals and how to track your goals and if you’re using advertising, how to check the effectiveness of the referrals of that advertising and stuff like that. So there’s all kinds of things you can do 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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