Knowledge Base/Campaign/Google Analytics

Google Analytics

Alison Groves
posted this on October 13, 2010 05:27 PM

 

Google Analytics

Campaign > Google Analytics

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How It Works

Google Analytics is a web analytics system that measures visits, user engagement, time on site, e-commerce transactions, sales/engagement goals and more for any website. If you have a Google Analytics account, you can authorize Raven Tools to access your data via the Google Analytics API.

Raven Tools then mashes GA information with event and social media data. With historical line graphs, you get a more complete picture of how your social media is driving traffic to your website over time. If your Google Analytics account is tied to an AdWords account, you can also view some AdWords data via the Google Analytics API.

A Case Study

Let's say that you have Google Analytics set up to track visits to your website and have had this program running for some time now. When you authorize your Google Analytics account in Raven, the entirety of this information is automatically pulled into the platform – giving you the flexibility to report on data through Report Wizard and view broad graphs on the Dashboard.

Because you have all of this data on how people are finding your website, you can use the Keyword section to discover potential places for improvement in your campaign. The keywords displayed here show visit data. This gives you a clear picture of the value of a keyword (which is to say, how much traffic it's driving).

Syncing Your Google Account with Raven

Adding a New Account

  1. Navigate to Campaign > Google Analytics.
  2. Click on the Authorize New Google Account button.

     

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  3. The system will display a Google Auth modal window to select a service. You can either choose to authorize Google Analytics, Google AdWords or both. 

     

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  4. Once you have made your selection the system will redirect you to Google Accounts to authorize access by Raven. Click the accept button.
  5. From the Profile drop-down menu select a Google Analytics profile to associate with this Website. You can set Traffic Source Details, AdWords data inclusion or exclusion, Auto-import to Link Manager, Ecommerce and currency preference.  Click the Submit button.

     

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  6. Raven automatically displays a Google Analytics Dashboard for this Website for the previous 30 days.

For more detailed instructions on setting up a Google Analytics account in Raven, navigate to the Setting Up page. Keep in mind that if you have not already set up a Google Analytics account with Google Analytics, Raven will display an error message.

Adding an Existing Account

If you've already authorized a Google Account in Raven that contains Analytics data for the Website you're setting up, make sure that you choose that account when presented with options. It is always best to use existing authorization tokens in place of created new tokens, as Google places a limit on the amount of tokens a single application can take for a given account.

Dashboard

The first thing you see when navigating to Google Analytics is a summary Dashboard which gives a general overview of your Google Analytics performance. There are several different view types and data types to sort through on this screen. For more information on specific metrics, see the Reviewing Data page.

Display Options

On the top portion of Google Analytics, you are able to change the date range by using the date picker. (Add screenshot)

  • Chart and Dates: By default, you are viewing the previous 30 days of data. Click on the date picker in the upper-right hand corner to select another time period. Raven automatically compares data to the previous period and displays the percentage change. 

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  • Goals/Ecommerce Views: If you are tracking Google Analytics Goals or Ecommerce information, you can change the view of the Website visits chart based on that data. Go to the Goals drop-down menu on the menu located to the left of the page and make your selection. If you do not have Goals or Ecommerce set up in Google Analytics, you may not see this dropdown menu.  

     

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  • Show Events: If you are using the Raven Event Manager, you will see Events in the Website visits chart (if there are Events in this time period). Make your selection from the Events drop-down menu located at the left of the page.  You ca view All Events, No Events, or Events associated with a particular tag. Note: If you are not using the Event Manager, you may not see this drop-down menu. 

    For more information on these settings, see the "Settings" page.

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Summary Metrics

For more detailed information on the individual sections shown on the Summary Page – Engagement, Referrals from Inbound Links, Keywords from Search Engines, Search Engine Referrals and Landing Pages – see the Reviewing Data page. The following definitions are sourced from Google. For more definitions of terms used in the Google Analytics tool, see Google's Analytics help files.
 

Glossary For Summary Metrics

Visits This metric is a count of sessions that have been active on your site for the selected date range.
Page Views A pageview is an instance of a page being loaded by a browser. The Pageviews metric is the total number of pages viewed; repeated views of a single page are also counted.
Pages Per Visit The Pages/Visit (Average Page Depth) metric displays the average number of pages viewed per visit to your site. Repeated views of a single page are counted in this calculation.
Site Referrals Site Referrals is a breakdown of traffic, as it was routed to your website from a link on another website.
Search Referrals Search Referrals is a breakdown of traffic, as it was routed to your website from a search engine.
Visits Bounce Rate The Bounce Rate is the percentage of bounced visits to your site. A bounce is calculated as a single-page view or single-event trigger in a session or visit.
Average Time on Site The average duration of visits (sessions) for the selected time frame. Session time is calculated by adding up time on page for each page in the session except for the last page in the session.

Navigating Google Analytics

Date Range

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The date range for Google Analytics can be chosen based on the needs of the user. To change the date range, which defaults to the past 30 days, click the date picker button at the top right of the page and select your date range. 

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Raven automatically compares data to the previous period with the same amount of day. It then displays the data for the previous date range and the percentage change. Red for a negative change and green for positive.

Tool Icons

Customize Settings

Click the Tools Options button and select Customize Tool icon switch between Google Analytics profiles,  add or remove support for Ecommerce and enable or disable other settings like Traffic Source Details, AdWords and Auto-Import. For more information on these settings, refer to the Settings page.

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Build Report

You can create a report of Google Analytics data from within the Google Analytics tools or with the Raven Tools Report Wizard. You can export Google Analytics data from within the tool.

To report from within the Google Analytics tool:

  1. Click on the Tool Options button at the top of the Summary, Engagement, Referrer, Keyword, Engine, Other Sources, Landing Pages, Geo or AdWords sections. For some of the sections, this option will also be available on detail pages.

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  2. Open or save the PDF report that Raven Tools automatically creates with the date range and data set you’re viewing at that time in the Google Analytics tool.

Or click the table options icon to the right of the results and select Save to PDF from the drop-down menu.

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To export to CSV from within the Google Analytics tool:

  1. Click on the table options icon to the right of the results table for Referrer, Keyword, Engine, Other Sources, Landing Pages or Geo sections. For some of the sections, this option will also be available on detail pages. Select Save to CSV to generate a report.

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  2. Open or save the CSV file that Raven Tools automatically creates with the date range and data set you’re viewing at that time in the Google Analytics tool.
 
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