SUMMARY MKT 907

1. Introduction to Web Analytics Concepts

 Key Concepts: Explain fundamental metrics like pageviews, bounce rate, conversion
rate, and sessions.
 Why Important: These metrics provide insights into how users interact with the
website, helping students understand areas for optimization.
 Hands-On Activity: Students explore a demo Google Analytics (GA) account to
view these metrics on a real website.

2. Setting Up Google Analytics

 Create a GA Account: Set up an account, property, and tracking ID.

 Adding Tracking Code: Embed the GA tracking code into the website for data
collection.
 Practical Task: Create a sample website and integrate GA. Students check real-time
reports to confirm successful setup.

3. Goals and Conversion Tracking

 What Are Goals: Define specific user actions like completing a form, making a
purchase, or viewing a page.
 Configuring Goals: Learn to set destination, event, and engagement-based goals in
GA.
 Application: Students set up at least one goal in GA for their site, then analyze how
goal completions appear in reports.

4. Traffic Sources and Acquisition Reports

 Understanding Traffic Channels: Study different traffic sources (organic, direct,

referral, social).
 Using Acquisition Reports: Learn to analyze traffic data to see which channels drive
the most valuable users.
 Class Activity: Students access the acquisition report, identify key channels for
traffic, and discuss traffic patterns.

5. User Behavior and Flow Analysis

 Behavior Flow Reports: Explore how users navigate between pages, where they drop
off, and areas for improvement.
 Practical Insight: Identify and analyze pages with high exit or bounce rates.
 Student Task: Students use the behavior flow report to trace common user paths and
suggest ways to optimize navigation.
 The BREAKDOWN

breakdown of each practical in the web analytics course, along with guidance on how to complete
each activity.

Practical 1: Introduction to Web Analytics and Methodologies

 Objective: Understand the Return on Investment (ROI) of web analytics.

 How to Do It:
1. Review the concept of ROI and its significance in web analytics.
2. Analyze sample data on a website’s performance to evaluate how ROI is
calculated.
3. Discuss how tracking ROI through analytics supports business decisions.
 Solution: Demonstrate ROI by calculating revenue generated versus cost of the
analytics tool setup.

Practical 2: Understanding Web Measurements

 Objective: Grasp the role of web measurements in assessing performance.

 How to Do It:
1. Learn the key metrics in Google Analytics, such as sessions, bounce rate, and
page views.
2. Use sample data to measure these metrics.
 Solution: Evaluate a website’s performance based on given metrics and interpret the
insights for improvement.

Practical 3: Business Benefits of Web Analytics

 Objective: Explore how web analytics benefits a business.

 How to Do It:
1. Discuss various ways analytics can improve user experience, conversion rates,
and marketing effectiveness.
2. Look into sample case studies where analytics made a business impact.
 Solution: Present findings on how companies used web analytics to improve
customer engagement and sales.

Practical 4: Gaining Insights from Web Traffic Analysis

 Objective: Learn to derive actionable insights from traffic data.

 How to Do It:
 1. Access traffic reports to analyze user paths and identify high-exit pages.
2. Propose optimization strategies based on these insights.
 Solution: Suggest modifications (e.g., improving content or design on high-exit
pages) to enhance user retention.

Practical 5: Introduction and Setup of Google Analytics

 Objective: Familiarize with Google Analytics setup and interface.

 How to Do It:
1. Create a GA account, add a property, and embed the tracking code on a demo
website.
2. Explore the interface, focusing on the real-time reports.
 Solution: Confirm data is being collected in GA by viewing real-time traffic.

Practical 6: Discoverability and Initial Report Access

 Objective: Understand the layout and access initial reports in GA.

 How to Do It:
1. Navigate through the GA dashboard, finding key reports under “Audience,”
“Acquisition,” and “Behavior.”
2. Identify which metrics are located where in GA.
 Solution: Compile a short guide showing where to find each major report in GA.

Practical 7: Creating a Google Analytics Account

 Objective: Set up and configure a Google Analytics account.

 How to Do It:
1. Sign up for Google Analytics and set up a property for your website.
2. Link your GA account to your website by adding the tracking code.
 Solution: Ensure that tracking is active and that initial data starts flowing into GA.

Practical 8: Report Sampling Insights

 Objective: Gain insights from GA sampling reports.

 How to Do It:
1. Study sampled data reports and discuss their limitations and benefits.
2. Analyze when and why GA applies data sampling.
 Solution: Learn to interpret sampled data and recognize when the sampling affects
data reliability.

Practical 9-10: Basics of Web Analytics Metrics and Dimensions

 Objective: Understand the core metrics (e.g., pageviews, bounce rate).

 How to Do It:
1. Differentiate between metrics like pageviews, sessions, and bounce rates.
2. Use sample data to analyze how these metrics impact user experience.
 Solution: Explain the significance of each metric in a report and suggest strategies for
improvement.
Practical 11: Log File Analysis and Page Tagging

 Objective: Learn basics of log file analysis, page tagging, and cookies.
 How to Do It:
1. Review sample log files to identify user behavior patterns.
2. Understand how page tags and cookies track data.
 Solution: Show how this data can inform decisions about site functionality and
design.

Practical 12: Dashboard Creation

 Objective: Create and customize a GA dashboard for easy access to metrics.

 How to Do It:
1. Select key metrics (e.g., sessions, bounce rate) and add them to a custom
dashboard.
2. Set up widgets for each metric.
 Solution: Share a screenshot or walkthrough of the dashboard, explaining how it
helps monitor performance.

Practical 13: Goals Conversion and Reporting (Goal URLs, Reverse Goal
Path, Funnel Visualization)

 Objective: Set up goals in Google Analytics and analyze user conversion paths.
 How to Do It:
1. Define a goal URL (like a “Thank You” page after form submission).
2. Set up the goal in GA and enable funnel visualization to track user steps.
3. Review the reverse goal path report to see the sequence of pages users visited
before completing the goal.
 Solution: Identify which steps in the funnel have high drop-off rates and suggest
improvements to guide users through the funnel more effectively.

Practical 14: E-commerce and Multichannel Funnels

 Objective: Set up e-commerce tracking and analyze multichannel funnels in Google

Analytics.
 How to Do It:
1. Enable e-commerce tracking in GA by configuring the settings.
2. Analyze the multi-channel funnel report to understand how various channels
(e.g., social media, paid ads) contribute to conversions.
 Solution: Determine which marketing channels contribute the most to e-commerce
conversions and recommend strategies for optimizing channel performance.

Practical 15: Goals, User Experience (UX), and Conversion Rate

 Objective: Track goals to analyze the relationship between user experience and
conversion rate.
 How to Do It:
 1. Set up UX-related goals in GA, such as time spent on important pages.
2. Analyze conversion rate data and identify UX barriers.
 Solution: Use GA insights to improve UX elements like navigation and load time to
positively impact conversion rates.

Practical 16: Identifying Key Performance Indicators (KPIs) and Relevant

Metrics

 Objective: Identify relevant KPIs and metrics for a business’s specific goals.
 How to Do It:
1. Determine KPIs that align with business objectives, such as customer
acquisition cost, return on ad spend (ROAS), etc.
2. Select metrics in GA that help measure these KPIs (e.g., sessions for
awareness, conversion rate for conversions).
 Solution: Develop a KPI report that can guide business decisions based on
performance metrics.

Practical 17-18: Visitor Analysis - Demographics, Behavior, New/Returning

Visitors, Frequency/Recency

 Objective: Analyze visitor demographics and behavior patterns.

 How to Do It:
1. Access the Audience > Demographics report to view age, gender, and
interests.
2. Analyze the frequency and recency metrics to see how often users return.
 Solution: Assess which demographics have high engagement and target marketing
efforts accordingly.

Practical 19-20: Visitor Analysis - Engagement, Technology (Browser and OS)

 Objective: Understand user engagement and technological preferences.

 How to Do It:
1. Go to the Audience > Technology report to view preferred browsers and OS.
2. Assess engagement metrics like session duration and bounce rate.
 Solution: Ensure the website is optimized for high-engagement browsers and OS to
provide a consistent experience.

Practical 21-22: Mobile Overview and Custom Variables

 Objective: Track mobile user behavior and set up custom variables.

 How to Do It:
1. Access the Mobile report under Audience to analyze mobile traffic.
2. Use custom variables to segment data (e.g., tracking logged-in vs. guest users).
 Solution: Identify optimization needs for mobile users and utilize custom variables
for deeper insights.

Practical 23-25: Traffic Analysis - Source and Medium, Keywords

 Objective: Analyze traffic sources and keyword performance.

  How to Do It:
1. Go to Acquisition > All Traffic > Source/Medium to review traffic sources.
2. Access organic search reports to view keyword performance.
 Solution: Recommend strategies for improving SEO and PPC campaigns based on
high-performing keywords and traffic sources.

Practical 26-27: Search Query Analysis - Exporting, Categorizing, Processing,

and Analyzing Data

 Objective: Perform a detailed search query analysis.

 How to Do It:
1. Export search query data from GA.
2. Categorize and analyze the data to identify patterns in search behavior.
 Solution: Use findings to refine SEO strategy and align content with user intent.

Practical 28: Referral Traffic, Direct Traffic, and Paid Search Keywords

 Objective: Assess the impact of referral, direct, and paid search traffic.
 How to Do It:
1. View the Referral, Direct, and Paid traffic under Acquisition > All Traffic.
2. Analyze performance metrics like bounce rate and conversions.
 Solution: Adjust marketing strategies based on high-converting traffic sources.

Practical 29-32: Content Use Analysis - High/Low Pageviews, Time on Page,

High Percentage Exit Pages

 Objective: Evaluate content performance by page views, time on page, and exit rates.
 How to Do It:
1. Analyze the Behavior > Site Content > All Pages report to find top and low-
performing pages.
2. Examine pages with high exit rates for potential content improvements.
 Solution: Recommend optimizing underperforming pages with improved content or
calls to action to increase engagement.

Practical 33-34: Click Path Analysis - Relationships Between Pages and

Visitor Flow

 Objective: Analyze user paths and determine how they navigate through the site.
 How to Do It:
1. Access the Behavior Flow report to visualize user movement.
2. Focus on pages where users drop off and identify potential issues.
 Solution: Suggest site structure improvements to keep users engaged and guide them
toward conversion pages.

Practical 35-36: In-Page Analytics for Engagement Tracking

 Objective: Use in-page analytics to see which parts of a page users interact with the
most.
 How to Do It:
 1. Enable the in-page analytics feature in GA.
2. Review heatmap-like data to understand engagement on different sections of
the page.
 Solution: Optimize page layout based on user engagement to make critical
information more accessible.

Practical 37: Introduction to Click Analytics Tools

 Objective: Familiarize with click analytics tools for understanding user behavior.
 How to Do It:
1. Use tools like Hotjar or Crazy Egg for click tracking.
2. Analyze heatmaps to identify areas where users click the most.
 Solution: Adjust webpage layout to focus on frequently clicked areas and improve
user experience.

Practical 38-39: Page Tagging and Making Clicks Measurable

 Objective: Learn to set up page tags to make clicks measurable in GA.

 How to Do It:
1. Add tags or set up event tracking in GA to monitor clicks on specific
elements.
2. Track interactions with elements like buttons or links.
 Solution: Use click data to improve navigation and reduce friction on key elements.

Practical 40: Virtual Pageviews Tracking

 Objective: Track user interactions that don’t load a new page, such as tab changes or
form steps.
 How to Do It:
1. Set up virtual pageviews in GA for dynamic content that doesn’t change the
URL.
2. Monitor user progress through steps in forms or navigation tabs.
 Solution: Identify areas in multi-step forms or dynamic content where users abandon
their tasks, and make improvements to reduce drop-offs.