This year at the PBS Annual Meeting I presented a case study on measuring user engagement on PBS.org. I’ve received lots of requests for the slides, so I thought I would share them here.

Google Analytics Custom Dashboard Templates

Now that Google Analytics allows you to share Dashboards, I thought I would share some of the ones I created for the step-by-step guide. Copy the link and paste it in your browser. Then just apply it to any profile(s) you like. The layout and settings will be applied to your own data.

Once you have the dashboard in your profile, you can add, delete, and edit the widgets to suit your needs.

Management Summary Dashboard

https://www.google.com/analytics/web/permalink?type=dashboard&uid=Q3rNWrlERkCNN2v8i3b8GA

Social Media Dashboard

https://www.google.com/analytics/web/permalink?type=dashboard&uid=7Rnm4M6oRZa2YlPF0ukMeA

Site Search Dashboard

https://www.google.com/analytics/web/permalink?type=dashboard&uid=kIgGZZW6SHKQTANSeOqMUA

Video Dashboard

https://www.google.com/analytics/web/permalink?type=dashboard&uid=L9kF7B3TTxKXWY47ML5edw

Custom Dashboard Inspiration

One of the most interesting new features in Google Analytics is the ability to create custom dashboards.  If you don’t have much time to spend with your analytics, a dashboard is a great way to focus your attention on a few important metrics.

To get you started, we’ve put together a step-by-step guide to creating 5 common dashboards. Once you get the steps down, creating additional dashboards is a cinch. Google let’s you have up to 20 dashboards. 

http://spiblog.pbs.org/2011/12/fyi-corner-google-analytics-dashboards.html

Google Analytics Cheat Sheet

From time to time, I come across very useful Google Analytics tidbits from the #measure community that worth sharing with the #pubmedia community.  This is one of those great resources.  While this cheat sheet is a little on the technical side, it is certainly useful for most stations.  Maybe I’ll get around to turning our “Five easy questions for telling a story about your site” into a similar cheat sheet.

http://www.conversationmarketing.com/2010/01/google-analytics-cheatsheet.htm

Simple Tips to Get More Out of Analytics

I’ve been doing some analytics consulting work for several local PBS Stations for the past few weeks.  All of these sites have implemented Google Analytics, but they all have a very basic implementation.  So, here are three simple tips to get a little more value out of Google Analytics.

1. Use Profiles to Divide Up and Analyze Your Site

Profiles take your Google Analytics data and apply a number of “filters” to the data to get just the parts you want.  They can be useful to help you understand sub-sets of your traffic. You can create profiles that contain traffic for parts of your site or that contain traffic from particular sources. For instance, if you are a joint licensee, you may want to understand how the behavior of your TV visitors compares to that of you radio visitors.  You can create one profile that contains just the traffic to your TV pages and one profile that contains just the traffic to your Radio pages. Now, how are those users different? How are they the same? 

Google allows you to create up to 50 profiles per account. Profiles only collect data from the day they are created, and you will need to be an admin to create them.  

2. Create and Use Advanced Segments

Advanced segments let you slice and dice your visitors.  You can create a segment of users on the fly and apply it to almost any report in Google Analytics. Google has created a set of predefined segments, and you can create any other segments that you like.  

Let’s say that you want to understand how Social Media Visitors are using your site. You can create your own Social Media Visitors Segment using Advanced Segments.  On the top of any Google Analytics report, click on Advanced Segments and then click on Create a New Advanced Segment.  Use the editor to drag the conditions you want to include in your segment.  In this case, let’s click on Traffic Sources and drag Source to the editor.  Then we will select containing and type facebook in the value box. To add Twitter, click on Add “Or” Statement, and repeat the same steps, typing twitter in the value box. Repeat this process for each site you want to include. Name your segment “Social Media Visitors” and click Save.  Your segment is now available in the Advanced Segments dropdown and can be applied to any report and to any data available in your account.

3. Create a Goal.

Google Analytics allows you to create up to 20 goals per profile.  A goal is typically completed when a user reaches a certain page. You can also create an engagement goal when a user exceeds a certain number of pages in a visit or a certain amount of time on site.  

Let’s say the average number of pages viewed per visit on our site is 3 and we want to see what percent of visits exceed that benchmark.  We can create an engagement goal to do that. In the Profile Settings, click edit and find the Goals section in the middle of the page. Click Add a Goal in one of the sets. Name your goal Page Depth Greater Than 3. Make sure the goal is on. Select the goal type “Pages/Visit”. Set the Goal Details to Pages Viewed Greater Than 3 and Save.

Now you can view all of your reports by the goal conversion.  You can see what percent of your traffic completes this goal. You can see which referring sites are better at sending you engaged traffic than others. You can even see which content your engaged visitors are using.

You need to be an admin to create a goal, but once it is set up, everyone can use the data.

Hopefully these tips will help you flex your Google Analytics muscle and gain more insight to your site’s visitors.

Web Analytics Webinars a Huge Hit

analysis-exchange:

As part of our continuing partnership with the Integrated Media Association (iMA), we held two webinars this month to provide info specific to public media on utilizing web analytics to drive decisionmaking. Response was huge: we had great turnout, and lively discussions. We’ve got both webinars posted in the Archived Events section of our site – if you couldn’t attend live, check them out!

(Read more at NCME News Hub)

"A good analytical leader is a good leader who happens to have a strong analytical orientation."