08DCE207

Google Analytics & Web History

Introduction
Google Analytics:
It is a free service provided by Google to enable website holders to manage and analyze the traffic in different ways.

Definition of Web Analytics:
The analysis of qualitative and quantitative data from your website and the competition, to drive a continual improvement of the online experience that your customers, and potential customers have, which translates into your desired outcomes (online and offline). This definition encapsulates three main tasks every business must tackle when doing web analytics:  Measuring quantitative and qualitative data  Continuously improving your website  Aligning your measurement strategy with your business strategy Let¶s look at each part of the definition and break it down into more detail.

Quantitative and Qualitative Data:
Web analytics is not possible without data. But many organizations fail to realize that they need many different types of data to understand the performance of their website. Tools like Google Analytics, Omniture, Web Trends, and Yahoo! Web Analytics generate quantitative, or clicks tream, data. This data identifies where website traffic comes from and what it does on the site. It more or less tells what happened on a website. While click stream data is critical, you must collect more than quantitative data²you must also collect qualitative data. While quantitative data describes what happens on your website, qualitative describes why it happens. Qualitative data comes from different sources, like user interviews and usability tests. But the easiest way to get qualitative data is through surveys.

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that provide this service. or takes too much time. testing has been changing. I believe the reason testing has been adopted so slowly is because of the many misconceptions about testing. experimenting with different headlines and ad copy to optimize ad expenditures. We are no longer obsessed with just measuring how much traffic our online business generates. like Google¶s Website Optimizer. And those doing pay-per click marketing have also been testing for many years. Testing has always been part of marketing. Most people think testing is too hard. We also want to measure how well it performs in business terms. and measuring which one generates the best result. Page 2 of 19 .08DCE207 Google Analytics & Web History The Continuous Improvement Process: Knowing how to change as a result of analysis is often difficult. but it does not say how to fix it. just like web analytics. and your measurement strategy must align with the business goals of the website. Testing is the process of displaying the potential solution to website visitors. There are a number of free tools. website testing has failed to gain popularity. But in reality. too expensive. So how does one go about fixing or optimizing a website based on data? You create different solutions to the problems and test them. in real time. Measuring Outcomes: The entire goal of the web analytics process is to increase our desired business outcomes. With free tools it¶s becoming easier and easier to start testing different parts of a website. though. Much of our data tells us that there is a problem. However. Many people are surprised to learn that testing a website is possible. Every website exists for a reason. This means measuring metrics that relate directly to our overall business goals. Direct -mail marketers have been testing different offers and different ad variations for a long time.

To start. Web history is a nice and useful feature. Perhaps. they can use that data to refine your future search results. One item I find amusing is how the same product can be loved and hated by people. they think of web cookies and the items they typed in the search box. but it may not be for everyone. Page 3 of 19 . Google can capture a lot mo re than those info nuggets. this is truer when the product is free such as Google¶s Web History.08DCE207 Google Analytics & Web History Google Web History: It is a database filled with the searched keywords and related data by different users on Google search engine. Many people are comfortable with their browser storing this information. In fact. When I mention Google web history to people. This is all part of Google¶s effort to deliver personalized search. However. If not. they delete their browser cookies and cache. Google web history is only available for people who have a Google account.

so that we can know about the visitors¶ geographical positions and their mentality towards our website accordingly.08DCE207 Google Analytics & Web History Functions of Google analytics Website traffic regulation: The Map Overlay report shows traffic from individual countries. As shown in the figure we can also do analysis of the data generated by Google analytics during particular period of time. Page 4 of 19 .

pages per visit. Landing page: It is the page on which user lands on your website .in sort it is the page visited by the user at first.etc information accordingly the visitors of different zones. Average time on site: The average period of time the users stay on your website. Pages per visit: The average number of pages which are accessed by each visit of users. Page 5 of 19 . Here we have used some new terminologies which can be explained as given below: Bounce rate: It is the percentage of single-page visits or visits in which the Person left your site from the entrance (landing) page.08DCE207 Google Analytics & Web History As shown in following figure we can also know about the bounce rate. Average time on site.

we can get all information in graphical representation also. They are loyal visitors. 2) Returning visitors: The visitors who have visited your website in the past. They are potential visitors.08DCE207 Google Analytics & Web History There are two types of visitors of website: 1) New visitors: The visitors who have visited your website at first time. As shown in following snapshot. To increase the number of returning visitors you have to satisfy new visitors by providing the things which they like and desire from your website. Page 6 of 19 .

etc. 3) Search engines: The traffic caused by the users who have found your website with the help of search engines. As shown in following snapshot the comparison is done between the reports of two different months. It is very useful to determine whether your website is being popular day by day or you required any improvement in it to achieve your targets.08DCE207 Google Analytics & Web History The analysis can be done by comparing the report s generated during different time periods. how much traffic caused by them. The information includes the name of different search engines. 2) Referring sites: The traffic caused by the users who have visited your website by getting the reference from other web sites. the keywords by which the users reach up to your web site. Google analytics provides you all the information related to the source of traffic. Page 7 of 19 . Reorganization of root of traffic : There are three sources of traffic as listed out below 1) Direct traffic: The traffic caused by the users who have visited your website by entering the url of website directly.

And the configuration of their computers may differ. language used by the visitors. So analytics provides the detailed information about the browser. This information is helpful while determining the compatibility of the content of website to the combination of browser and OS used by the visitors.08DCE207 Google Analytics & Web History All this information is very useful to determine the direction of SEO to improve your website popularity and to achieve the goals. operating system. As shown in the following snapshots the analysis can be done of their mentality towards your website by considering the information like bounce rate. The graphical representation of the report provides the information of various combinations of OS and browser used by the visitors of your website. Page 8 of 19 . All users who are situated at different regions of the world use the different language to view your website. pages per visited. Above snapshot shows the detailed information about the root sources of traffic to your website.

08DCE207 Google Analytics & Web History By considering that information you can develop and edit the content accordingly to get desired traffic and to satisfy the visitors. Page 9 of 19 .

When the visitor¶s browser reaches the GATC. During execution. which are discussed later in this section. her operating system. depending on the situation) a number of first-party cookies (step 2).08DCE207 Google Analytics & Web History Process of Google Analytics Google Analytics uses a common data collection technique called page tags. it contacts other servers that may host parts of the requested page. After creating the cookies on the visitor¶s machine. This is the case with the GATC. or GATC for short. Google Analytics will not track that page. the tracking code waits to send the visitor data back to the Google Analytics server. like images. where she came from. the GATC sets (or updates. her web browser. the code begins to execute. videos. As the browser processes the data. or script files. Page 10 of 19 . the GATC identifies attributes of the visitor and her browsing environment. The cookies store information about the visitor. After collecting the appropriate data. If you do not place the code on a page. The data collection process begins when a visitor requests a page from the web server. etc. The server responds by sending the requested page back to the visitor¶s browser (step1 in figure). A page tag is a small piece of JavaScript that you must place on all the website pages you want to track. such as how many times she¶s been to the site. We affectionately call this code the Google Analytics Tracking Code.

s &utmje=1&utmfl =10.js.1. A page view indicates that a visitor has viewed a certain page on the website. Each piece of information the GATC has collected is sent as a query-string parameter in the __utm.js file is loaded in the browser.1269919681.6.1914824586.utmcsr%3D(direct) %7Cutmccn%3D(direct)%7Cutmcmd%3D(none)%3B&gaq=1 When the Google Analytics server receives this pageview.js from a Google Analytics server (also step 2).1269919681.1%3 B%2B __utmz%3D32856364. as shown below: http://www. like events and e-commerce data that can be sent to Google Analytics (we will discuss these later). Once the ga. the data that was collected is sent to Google in the form of a page view.com/__utm.gif.googleanalytics.gif?utmwv=4.08DCE207 Google Analytics & Web History While the data is collected and the cookies are set. The page view is transmitted to the Google Analytics server via a request for an invisible GIF file (step 4) named __utm.0%20r42&utmdt=Analytics%20Talk%20by%20Justin%20Cutroni& utmhid =465405990&utmr=-&utmp=%2Fblog%2F&utmac=UA-XXXX-1&utmcc= __utma%3D32856364.1269919681. Think of this data storage as a large text file or a logfile (step 5). but we know that there is some type of storage for the raw data.5&utmn=1881501226& utmhn =cutroni. the browser is actively downloading a file named ga. All of the code that Google Analytics needs to function is contained within ga. Page 11 of 19 .1. There are other types of data. Each line in the log file contains numerous attributes of the pageview sent to Google. Google has not indicated exactly how the data is stored.1269919681. it stores the data in some type of temporary data storage.com&utmcs=UTF-8&utmsr=1152x720&utmsc=24-bit&utmul=en.gif request.

The data collection and data processing components of Google Analytics are separate. The next step is data processing. Note: Be aware that this processing behaviour can lead to inaccurate intraday metrics. search engine. Data processing time does fluctuate. etc. Google Analytics does not process data in real time. Page 12 of 19 . the data collection process is complete. At some regular interval. it¶s not normally complete until 24 hours after collection. It is best to avoid using Google Analytics for real-time or intraday reporting. Google Analytics processes the data in the logfile. approxi mately every 3 hours.08DCE207 Google Analytics & Web History This includes: ‡ When the data was collected (date and time) ‡ Where the visitor came from (referring website. even if the data processing engine is undergoing maintenance. This ensures Google Analytics will always collect data. While data is normally processed about every 3 hours.) ‡ How many times the visitor has been to the site (number of visits) ‡ Where the visitor is located (geographic location) ‡ Who the visitor is (IP address) After the pageview is stored in the logfile. The reason the data is not complete until 24 hours after processing is that the entire day¶s data is reprocessed after it has been collected.

245. For example.1.1914824586.6.245. __utmb =100957269.gif?utmwv=4.1164157501.1. __utmz=100957269. It¶s important to understand that each pagevi ew has many. Later.utmccn =(direct)|utmcsr=(direct)|utmcmd=(none)" While most of this data is difficult to understand. Page 13 of 19 . Google Analytics will use fields to manipulate the data and dimensions to build the reports. the fields will be transformed into dimensions.istrat.1.57.1269919681.com&utmcs=UT F-8&utmsr =1152x720&utmsc=24-bit&utmul=en-us&utmje=1&utmfl=10. __utmc=100957269. This is not an actual data storage line from Google Analytics.1. many attributes and that each one is stored in a different field or dimension. This includes features like: ‡ Site search ‡ Goals and funnels ‡ Filters This is shown in step 7. After each line has been broken into fields and dimensions (ste ps 6-9). a few things stand out.08DCE207 Google Analytics & Web History During processing.57. each line in the logfile is split into pieces. Google Analytics turns each piece of data in the logfile record into a data element called a field. one piece for each attribute of the pageview.1914824586.1269919681. Later. 2010 at 19:05:06) and the IP address of the visitor (65.1269919681.in .1269919681.1269919681. the IP address becomes the Visitor IP field.1.utmcsr%3D(direct)%7Cutmccn%3D(dir ect) %7Cutmcmd%3D(none)%3B&gaq=1"__utma =32856364.11 www.5&utmn=1881501226&utmhn=cutroni. but a representation: 65. The city that the visitor is visiting from becomes the Visitor City field and the City dimension. Here¶s a sample logfile.1269919681.1% 3B%2B __utmz%3D32856364. the configurationsettings are applied to the data. The date and time (Jan 21.1269919681.[21/Jan/2010:19:05:06 í0600] "GET __utm.11) are easily identifiable.0%20r42&utmdt =Analytics%20Talk%20by%20Justin%20Cutroni&utmhid=465405990&utmr =-&utmp=%2Fblog%2F&utmac=UA-XXXX-11&utmcc =__utma%3D32856364.

the process is complete. When you (or any other user) request a report. Any mistakes made during setup or configuration can permanently affect the quality of the d ata.08DCE207 Google Analytics & Web History Finally. Page 14 of 19 . not past data. the appropriate data is retrieved from the database and sent to the browser Note: Once Google Analytics has processed the data and stored it in the database. Changes will only affect future data. It is critical to avoid configuration mistakes. the data is stored in the database (step 10). it can never be changed. after all of the settings have been applied. as there is no way to undo data issues. This means historical data can never be altered or reprocessed. This also means that any configuration changes made to Google Analytics will not alter historical data. Once the data is in the database.

The filters give accurate results. bounce rate. Page 15 of 19 .The events being tracked by the tool are flash player. screen resolution used by the visitors . organic search. operating system. look for the required data and then send those to client. Google Analytics offers the following features: Visitors and Events Tracking: Google Analytics permits you to track the visitors and events of your website . Google Analytics has been one of the most popular website analytics tool.average page views. There are two kinds of filters. Filters: Filters are used to purify and customize data. visitor loyalty.08DCE207 Google Analytics & Web History Benefits of Google Analytics Today.page views. With visitor tracking. Website traffic can comes from paid l istings.You can make us e of advance segment if you want to track the behavio ur of your visitors for particular area of your website. music player and downloadable files. customized and predefined. visits. There are several web analytics tool available but Google Analytics performs better and offers more services than those paid or even free.time on site. unique visits. Custom Reporting and Advance Segment: One of the best features of Google Analytics is customized reporting because users can quickly create reports in any of the available 5 formats. browsers. depth of visit. direct traffic and other forms like banner ads. Source of Traffic: The source used by a specific visitor to get into your site is called the traffic source. network property and many more. screen colours.videos.

The user can retrieve the url on which the clicks were done while searching the particular data at particular time. Page 16 of 19 . the user can see the data whatever searched on the search engine at anytime. It displays the details of searched items whenever user requires. As shown in following snapshot. then the searched keywords and other details are stored at user¶s account also. If user has signed in.08DCE207 Google Analytics & Web History Functions of Web History It stores the keywords entered by users on search engine¶s database which is used to analyze the data for various purpose.

The user can know about the frequently searched items and websites . Page 17 of 19 .08DCE207 Google Analytics & Web History The user can do analysis of the searching activity on the basis of different periods of time.

Page 18 of 19 .08DCE207 Google Analytics & Web History Benefits of Web History To the users: The user can retrieve and analyse the data at free of cost which have been searched on the search engine. Thus the service will be better and the popularity will be increased so at the end the Google can generate more revenue. Google can provide faster service after analyse the searching pattern or identifying the niche market. To the Google: Google can use the stored database to an alyse the mentality of users to determine the required actions to provide better facility and to achieve other objectives. Suppose you have found some important data on the google after doing too much hard-work but you forgot to bookmark the website then in such cases the web history will help you to retrieve that data.

thegoogleanalytics.org Page 19 of 19 .com 3) www.08DCE207 Google Analytics & Web History References 1) www.com 2) www.cutroni.code.google.

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