By Justin Champion
Oct 13, 2011
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This week I am manning the Search Mojo booth at the edUi conference for web professionals serving colleges, universities, libraries, museums, and beyond. While I’ve met a lot of interesting people in the expo hall, I thought I’d get away and sneek in a session.
In this session, “5 Ways to Make Use of Your Google Analytics,” presenter, Charlie Morris (@cdmo) , North Carolina State University Library Fellow, explains how “90% of departments and service units in a large public university track web traffic, but about 75% of that same group never actually use the stats they track or they use them only sporadically.”
“Google Analytics is easy if you know how to make use of it,” says Morris. Here are five techniques that will help you identify and fix:
Modify the _trackpageview function to track a 404 error page. “It tracks the place you came from and where the error happened,” says Morris.
Create permanent 301 redirects if the page no longer exists to send to an appropriate page.
“Defining your website goals is probably the single most important step of your configuration process, as it enables you to define success”
- Brian Clifton, author of Advanced Web Metrics with Google Analytics
You need to have actual goals before you can set “Goals”. A website is allowed to have a maximum of 20 goals per website.
Mission-Business Goal-Website Action
What is a Google Analytics “Goal”?
The confirmation page tracks the final conversion.
Also, help track more difficult endeavors, such as events and “virtual” pageviews. This triggers an action, NOT a bounce (which makes the bounce rate more valuable).
Example Event: see how many people clicked on Flickr. Here are the events code to help track this:
Virtual pageview: Like an event, but tabulated as a pageview
Example Virtual Pageview: Someone clicks a link to view an application and is taken away from the original page.
This is a form input that Google can track. Take the name=”q” to track your site search.
Example: Extension Forestry
What can search analysis tell you:
“Help make your site and its content more relevant and useful.”
The One True Way: “Make something great. Tell people about it. Do it again.”
- Derek Powazek
Without campaigns, you can’t tell how valuable one page is over another.
Solution: Google Analytics URL GA-specific variables into a URL solely for tracking purposes
This will create longer URLs, so you’ll need to shorten it. Use bit.ly to shorten URLs for easier sharing.
Track progress through daily, weekly, and monthly reports.