Digital/Web Analytics

Devyendar Maganti

Agenda
What is Digital Analytics
Why is it important
Google Analytics

How it works
Setting up an account

Account structure
Dimensions vs. Metrics
Commonly used Metrics

Digital Analytics - Platforms

Involves analytics across various platforms

Websites
Mobile Devices (Mobile / Tablets)
TV / Gaming consoles

Why Analytics is so Important in Digital

Media?
Digital Analytics helps in understanding

How users are finding our Website

Evaluate different marketing efforts

How users are interacting with the site

Performance of the content/product/services offered

Achieving my Online business objectives

Customer Acquisition
Lead Generation
Brand Building/Presence
Audience Development (Content consumption)

Digital Analytics Involves

Technical
Collection of Data (mostly Beacons & Server logs)

Business

Measurement
Analysis
Reports with Business Insights
Business Actions

Prominent Digital/Web Analytics

Tools
Adobe Marketing Suites
Google Analytics
IBM Digital Analytics
WebTrends

Google Analytics

How Google Analytics Works

Cookies
First Party
Third Party
Session
Persistent

Server

Google Database

Setting up a Google Analytics

account

Create a GA profile
Exclude URL query
parameters
Configure Site
Search Settings

Copy and paste tracking

code to website source
code. Also manually add
to pages that dont use
templates.
Verify code is visible in
source and GA has started
tracking.

Account, Property and Profiles in

GA

Measurements

Dimensions

Metrics

Commonly Used Metrics

Users (Unique Visitors)

Time Period Dependent

Sessions (Visits)
Time Based expiry
After 30 Minutes of inactivity
At midnight

Campaign Change
User arriving from a different campaign

Page Views
Average Session Duration
Single-Page visits
Entrances
Bounce Rate
Bounce Rate = (Single Page Visits / Entries) * 100