>> KUMAR: Good evening, everybody. I hope
everybody is ready, fresh for the next one
hour. I believe it gets up closed, right?
So that nobody can run away during the talk.
All right. That's the reason we are having
it in the fifth floor so that you can't even
jump out. Okay. So like Paul mentioned, my
previous background was, I was working with
the AdWords team in Google for nearly one
and a half years. And prior to that, I was
working in an SEO agency. So I guess if you
have any questions related to analytics, with
AdWords or with SEO, I think I can help you
with that. Okay? And one more thing, this
presentation is going to cover the basics
of the product, of what is analytics, why
do you want to use it, how do you want to
use it. So if you are really a [INDISTINCT]
user in Google Analytics, you may have to
bear with me and feel free to stop me and
ask questions anytime during the presentation.
Okay? Okay. The brief overview of the product
so many of you should be knowing about--first
question, who uses--any of you people using
a web analytics package? If you're not, the
Google Analytics, the general Web analytics
package? Okay, that's pretty neat. How many
of you among this use Google Analytics? Well,
thank you, most of them. So like you all know,
Web analytics--I'm sorry, not Web analytics--Google
Analytics is a free product and you get around
80 plus reports and the advantage with this
is you can download reports. You can compile
reports with the historical [INDISTINCT] or
for that matter, you want to email the report
to your boss or client or someone, you can
just do it straight away. Apart from that,
you can also use analytics in tandem with
other Google products. For example, if you
are using AdSense for your Website or you
want to promote--you're promoting your Website
using AdWords or let's say you're using Google
Custom Search. So Google Analytics can be
used, can be--what is it, used in tandem with
all these products. I'll be showing all this--how
it can be done in the coming slides. So the
general, well, we have--I'll cover a couple
of people who are in watch into this PPC or
rather than ECM industry and who knows if--touch
about Web analytics. So when I talk about
them, they say, like, "Well, Web analytics
is only for CEOs because they make the decisions
or only for the marketing team or only for
the finance team because they are the one
who is approving the budget for marketing.
But we have--we generally categorize it in
three ways. So if you are a Web master, we
have the type of reports that's used for you.
If you are an executive whether it's like
the mid-level executive or the senior-level
career, that's fine. We have reports for you
there. And if you are a marketer, if you're
running the AdWords or the YSM campaigns for
your Website, again, we have the respective
reports. So how many of you are webmasters
in this gathering? Okay. I'll be coming to
you people shortly. So they are the general
types of questions that people ask. One can
be--you have a shopping card and you see people
are abandoning your shopping card, can I find
that information using analytics? Yes, you
can. Or say you are, you want, you are curious,
like, I'm always curious. The first report
I check in my Google Analytics is where are
the visitors coming from? Are they from [INDISTINCT],
Bangor, India or--I see one visitor from America,
I'm like, "Wow." I'm an [INDISTINCT] website.
And you can also find information like, not
only from where the visitors are coming from.
You will find information like why are they
leaving your Website or from which particular
pages are they leaving your Website. So if
in terms of Webmasters or Website designer,
this type of information will help you to
decide the future course of your Website.
So these are the standard report--standard
information that you can see. Like you get
information like visits. Like how many visits
are there? Or out of the visits, how many
absolutely unique visitors? Or what is the
time frame they went on your site? What is
the average page used? And these are some
of the standard reports. Apart from that,
you also see information like visitor segmentation
there. So that's where like you want to know
for this particular page, how many people
use Safari or how many people use Chrome,
how many people use Firefox, information like
that. Let's have a look at some of the reports
that I thought will be useful for you but
I guess most of you know all these in this
report but let's run through them. Please
bear with me because there will be a lot of
screenshots here and I'll be the one who's
going to do the talking, so I'm sorry about
that. So first of all what you are going to
look at is the all traffic source of report.
Now, if you're investing some money in SEO
efforts or you're promoting your website to
the PPC camping all throughout the year banner
ads, direct boardings, whatever. Now, you
want to know where the visitors are coming
from. So this is where you're going to see.
So you are--all their traffic sources, you,
from where the visitors are coming from will
be listed here. If you notice your information
like visits, you have information like preview
and then time on site, percentage, new visits.
But the main thing to notice, there are two
other tabs called Goal Conversion and Ecommerce.
So that's where the main--that's where you
need to spend more most of the time. Because
now, I know Google.com is referring me 5,000
visits. Okay, that's fine but what next? Now,
assuming I'm an Ecommerce Website or I'm a
Lead Gen Website. So I've already defined
my goals. So I'm going to say, somebody's
come to Website and sign-up the newsletter
and they go to the thank you page. Now, I
will know how many people from google.com
has gone to the--how many--converted as a
goal or if I got E-commerce, I will know what,
which particular search engine or which particular
source is getting me more revenue. So this
basically helps you to define your marketing
needs. For example, if you are spending money
in PPC and then you find out that the ROI
is not so good in PPC, maybe we should think
about alternate marketing avenues. Maybe for
a particular target audience, T.V. advertising
may work better or newspaper ads or whatever.
So this particular report helps you to define
the--whether the money you spent on your advertising
needs is--you're getting it back or not. The
next one we have is the referring sites report.
This is part of the traffics sources reports.
Now, when we see--when I say referring site
it's like you put up your website at--your
profile of your Orkut account or your Facebook.com.
And then you notice people coming from those
sites are actually converting more rather
than you spend money on some PPC program and
that doesn't work. But then it's time to define--decide
whether you can use this information. Maybe
you can start addressing on these websites
directly. So for example if mine is phone
selling website and I see some phone-related
forum for that and I'm seeing links of this
that's just coming from here. I can decide
on spending the marketing budget on those
forums directly. So like I said again, these
types of reports help you to define your marketing
needs. The next one we have is blog content.
So this report helps you in two ways. First
one is for webmasters. How does it help? You'll
know whether the content you put up in your
website is being--actually read by people.
For example, you feel your index.html, I mean,
the root page, homepage is the most important
page and you know people are coming like in
hundreds of thousands for that particular
page, but then, here you see for that particular
page it's showing a zero or maybe like in
single digit, double digits, whatever, then
we know something is wrong. It's either the
page is not loading at all, that can be the
first thing or maybe you got an implementation
error being set up in the analytics tracking
code. Again, if you will look here, content
detail. So you can see all the information
in details here. So for example, index.html,
that's my main page. And these are the algometrics
you'll see here, like the page you use, unique
pages, time one site, bounce rate. Okay. Can
somebody tell me what's a bounce rate when
it comes to Google Analytics? Yes, sir.
>> MALE: What the bounce rate is? It is the
rate which will [INDISTINCT] people are actually
leaving for a page or website.
>> MALE: The first page.
>> KUMAR: Yes, that's right. You're almost
there but like, like the other one said, it's
like generally the first page that will exit.
So you see a bounce rate of, say, 90 percent,
you can think like, okay, 90 percent is good.
But I don't think it's good as 90 percent
because 90 percent of people are exiting your
webpage from the first page itself. They are
not going to the second page which is pretty
bad for a particular website for any business.
>> MALE: Excuse me. What is the average bounce
rate in the market?
>> KUMAR: Google Analytics generally doesn't
give any markets any particular metrics. So
if you might ask what's the average page-per-page
use or average visits number, we don't have
a number actually per se. But that is an advanced
feature in Google Analytics called benchmarking.
So if you enable benchmarking for a profile
that's tracking the website, that will compile
your website's performance with that of your
industry's performance. So if your website
is about music or music related instruments,
something like that. So if you enable benchmarking,
there you have the option of choosing only
music related websites. Then you do it with
plotted graphs and you will know whether like
the average is below industry standards or
above industry standards.
>> MALE: What happens when I open a page and
then move in to other site and closes it out
in the evening, will it still be considered
a bounce rate?
>> Okay, the question was, what happens if
somebody opens a Webpage? Leaves it like that
and goes out for a lunch, comes after dinner
and then, okay, the pages is still open and
then closes it. What happens? It will be still
considered as a bounce rate. It's--because
it's basically a single-page visit, right?
There hasn't been, no clicks there.
>> MALE: The time you spend on the page will
be...
>> KUMAR: I'm sorry, sir?
>> MALE: The time you spend on the page, we
don't know it. Do you think...
>> KUMAR: Okay. So the bounce rate and time
on site are generally correlated. So how is
time on site calculated? A visitor goes to
page A and then he clicks on other link and
goes to page B. Then the time on site will
be calculated depending on how much time is
spent on page A. But in that kind of scenario
we are talking about, the visitor is visiting
page A and he spends like 30 minutes there
or one hour there, whatever. He exits from
that particular page, not going to the other
page then the time on site will not be calculated.
That will show up as zero.
>> MALE: After order is given to...
>> KUMAR: Yeah, then that will be calculated.
Then that will be calculated. But if he's
exiting the Website altogether, it will be
counted as zero.
>> MALE: What is the predefined time like
a user should spend on your page, would that
be including time on [INDISTINCT]?
>> KUMAR: So the question was what is the
minimum number of time you need to spend on
a particular page, not to consider as a bounce
rate, correct? So we don't have a specific
time as in like if you spend one hour here
or two-hours on a particular page, that will
not be considered as a bounce rate. That's
not true. Like I said, unless he visits page
B. If he's still on page A for three-hour
and exits the page that will be a bounce rate.
>> MALE: Okay. So he navigates or something
on the page within the site?
>> KUMAR: Exactly, yes. That's true. Okay,
moving on. Oopss. Which particular source
are the visitors coming from? So that can
be identified using a drop-down menu at the
top. That's generally here. That's called
dimension box. There are around 20 dimensions
using which you can cross-segment data. So
the dimensions are listed there like it can
source, medium, campaign. You can segment
by language, by city, by country, etc. So
this helps you to segment your data and analyze
information further. So you might find a particular--visitors
to this particular page are coming from a
particular city. Maybe something is special
about this page that is--you learn from the
city, you can look the information there.
So I'm coming back to the webmasters community
here. There are certain information that you
can collect from the visitors using Google
Analytic and certain information you cannot
collect. So the simplest--simply put, you
cannot collect a visitors IP address using
Google Analytics. That's against--because
of privacy concerns, you cannot collect that
information. But you can collect information
like what's the connection speed? What is
the, those, types of your visitors? Because
as a webmaster, you would like to know whether
the website you're building is it too heavy
for the load or maybe a visitor who's sitting
in going to tour or maybe a second tier, third
tier cities, then they will be using a dial-up
connection. And if you're having heavy, Flash-intensive
website, I don't know when the page will load
up for them. And like I said, you will be
getting like hundreds of thousands of visitors
but they might never see the page at all.
So these parameters help you to decide using
which particular resources you need to design
the website for. Who are your target audience?
So for the number--you can use information
like browsers. So you have Internet Explorers,
Safari, Firefox. But you can also drill down
further so Internet Explorer, drill down further.
Check out whether they're using 5, 6, 7, 8
or whatever. So when you're designing your
website, you will know what percentage of
your visitors are coming from which particular
dial-up connection, I mean, the network connection
and what particular system resources they
are using so that you can design your websites
accordingly. So getting a lot of visitors
from India, maybe your site in India facing
website and you're getting a lot of websites--I'm
sorry--visitors from India. You can think
of creating a marketing campaign targeting
exactly one or two Indian Market, maybe a
PPC campaign or whatever. So this helps you
to determine live from which--to which particular
location you need to concentrate your resources
or maybe using Google organic you'll find
visitors are coming only from India, again.
So that I will know my Website is India facing.
I'm getting visitors from India. Just go to
webmaster tools and choose the India [INDISTINCT]
location. So this helps you to determine how
you are going to concentrate and where you're
going to concentrate your marketing resources.
Goals. Goals. Goals. Goals. That's the ultimate
point of the website, right? So why do we
have a Website? It's either you have some
information that you want to pass it to the
users or you have something to sell to the
visitors or you have some, say, newsletter
sign-up that you would like the visitors to
complete. But what is the whole point if you're
not able to--you are not going to track all
these events? If you're not going to track
how many people signed up on your newsletter
or how many people use--how many people bought
the Nokia phone from your website, then there's
no point in spending the money. That's no
way to calculate the ROI. So that's where
goals comes into place. So these goals can
be anything. Like I said, the potential goals
can be E-commerce depending on the website.
It can be lead generation or maybe it can
be a forum and you can think about member
acquisition as a goal or if you are thinking
about a purely content generated website then
time spent on the particular page or time
spent on the website can be considered as
a goal. So one of the interesting things on
the board is funnels. How many of you use
funnels here? Like, I see, I know many of
them use Google Analytics so I thought, okay.
Okay. Not bad. So what exactly is funnel?
Funnel literally means you are able to track
the path using which the visitors are moving
within your website. For example, I have a
website, my--the goal of my website is to
sign up the Thank You Page, I mean, reaching
the Thank You Page after signing off of a
newsletter. But then I want to track how many
people will follow a said process; page one,
page two, page three, goal. So there--and
then at the end only around 20 percent to
30 percent of annuity. So now, this gives
you an idea of--this could--you'll have within
your website. So now you know when you are
on 65 percent, you come to your second step.
And then around, again, 65 percent go to the
third step and information like this. But
the other take of it here will be, you notice
people are exiting the website; you need to
find out where they're going. Are they going
to page five? Are they exiting the website
all together or stuff like that? So this will
help you to design the website architecture
better. So assuming mine is an E-Commerce
portal and one is like the--choosing the product.
The second step is the payment information.
Third is confirmation and receive page. But
then I see it before people are entering payment
information, they're exiting the page all
together or maybe from that 20 percent of
them are going to the privacy policy page.
And I know that people are worried about the
privacy policy and I don't want to take the
risk of them from, before entering the payment
details, I don't want them to go to the privacy
policy. So I would rather make privacy policy
bigger and bolder in the first page itself
so that I have a chance of retaining those
20 percent and converting them into data.
Yes, sir. The main point of tracking goals,
I mean, the main condition that's needed is
the goal page, you should be able to access
the goal page, the goal because you should
be able to enter the analytics tracking goal
in the goal page. So in that case if it's
a third party website where you have no control
over goal page, then I don't know, maybe you
have page one, page two and people click on
a link and they go to the affiliate, I mean,
the company, parent company.
>> MALE: Yes, but then Google, I think, they...
>> KUMAR: Yeah, in those cases, like, assuming
you don't have access to the goal of the main
page, yeah, then all you can do is track the
number of people clicking on their button.
That's the maximum you can do there. Because
the main reason is you need to have access
for the goal page.
>> MALE: Obviously, it, they take there 6,
7 pages, 7 steps, not eight steps...
>> KUMAR: Yeah.
>> MALE: In my case, I'm not [INDISTINCT]
6, 7 steps, but I have [INDISTINCT] the index
page... So how can I actually use because
[INDISTINCT] several times?
>> KUMAR: So what are the goals you have there?
I mean, what is the goal? What do you want
the visitors to do there?
>> MALE: I want to--I want to find, the goal
to convert [INDISTINCT]...
>> KUMAR: Yeah. So I hope you got his questions.
So his question is if in the homepage you
are getting, you have multiple links to external
websites...
>> MALE: No it's not external, internal.
>> KUMAR: All the news pages...
>> MALE: I am publishing a regular, the same
domain...
>> KUMAR: Okay. So everything all the news
stories are, from your one domain.
>> MALE: My own site, my own site, the same
domain.
>> KUMAR: Okay. Then you should be able to
find or go to those individuals pages, like,
you have page one, page two, page three there.
You go to the top content report. Look at
the information for the particular page and
see how many people are exiting from that
page.
>> MALE: All exiting...
>> KUMAR: Yeah. That's our second option.
I was--everything is, like I mentioned, you
can also check out, go to the individual pages
and check it there or the easiest way is to
have exit pages. Okay. So any questions regarding
funnels and goals?
>> MALE: Yeah, just, I'll pick on what he
asked. So in this case he is not having the
access to the third party [INDISTINCT] this
particular Google Analytics code. For example,
I [INDISTINCT] Google Analytics code and while
he landed in the banking page, it will become
sure, the conversion for this. I mean, the
goal is...
>>KUMAR: Okay.
>> MALE: Our driving focus is the goal is
really important but the goal is under the
html website.
>> KUMAR: Okay. So you have domainone.com
and this just move to domaintwo.com and conduit
that.
>> MALE: Yeah.
>> KUMAR: So that is a method of tracking
multiple domains. So if the visitor is going
from one domain to another domain and even
though you have the tracking code set up there,
so, the goal conversion will be tracked. The
goal will be tracked. But the problem with
your referral information, it will be lost
because of the cookie transfer. So in those
cases, there is a--what comes for that, you
have to add a couple of lines of code which
will retain the cookie information. So if
you make those modifications, everything will
be tracked directly. Okay. Carrying on, let's
look at some of the E-Commerce reports. So
I need to mention one thing here. So E-Commerce
is not in everybody default. You have to--if
you are--the website you are going to track
is E-Commerce enabled, I mean, E-Commerce
related and you want to track the information
then you need to enable it for each profile.
You are like--the other reports of everybody
default but E-Commerce is not. So the first
report we look here regarding E-Commerce is
the conversion rate. So this basically gives
you daylight information about--on one what
particular day how much of the products have
been sold and what's the conversion rate.
So you'll know which is, which particular
day or which particular dates are the trending
happening there. You see an increase in trending
and the remaining days if you see a decrease,
maybe you need to concentrate on marketing,
I mean, targeting only those particular dates.
And another important information you can
see is like I mentioned the deep changes I
made my site resulted in increased conversions.
So maybe you may be running a promotion for
a particular product. And for example today,
I made a change to the website and I brought
the promotion to the homepage. And when I
check the reports the next day, if I see a
particular--increase in information and for
a particular product, I know it's because
of this particular change. So this helps you
to keep track of the E-Commerce conversions
when it comes to day-to-day basis and when
you, I mean, when you make changes on your
website's particularly. Do you have a question,
sir? Okay.
>> MALE: What's the [INDISTINCT] line up in
goal page? So if we refresh that page, will
it transfer us to goals?
>> KUMAR: Okay. If the visitor lands on that
goal page and you refreshes, yes, we do consider
that as a second goal. It will happen.
>> MALE: How we can avoid that?
>> MALE: Two steps, there are steps here.
[INDISTINCT] Each and every time
>> MALE: After 18, after 18 languages.
>> MALE: Does your website there go directly
to the Thank You Page, each and every time
you refresh, it goes to the Google [INDISTINCT].
So use steps in analytics to pump. The first
step would be to build your pump; second step
is the Thank You Pump, which is your goal.
So you see it every time, [INDISTINCT] visitor
goes to the Thank You Page, your goal is done.
Okay.
>> KUMAR: How do you do the money?
>> MALE: No, the conversion and stuff...
>> KUMAR: Yeah. That depends on the particular
website and the traffic also. So now, if the
traffic is going to be very low then the conversion
rate will be low, yes. But this will not--you
cannot make a independent judgment on this
but this will give you an idea of how your
website is performing there. So other important
report in E-Commerce is the visits to purchase.
So for example if you look at the report here,
you can see that one visit purchase, there
have been like 53 percent transactions. And
then drilling down further, you have two visit
purchase, 16 percent and so on. So this gives
you an idea of how many people who land up
in your website the first time, finish the
purchase and go because that's good for a
website. And this report gives you an information
on which of the product is very famous, I
mean, like not famous, I mean, popular. So
you probably--you have a website that's different--selling
different types of phones, say, different
types of mobile phones, Nokia, Motorola, Samsung
and et cetera, et cetera. Then you probably
can see that only one particular brand of
phone has been selling in a every fast pace
or selling, is being very popular. Then maybe
you can try to increase your [INDISTINCT]
in a particular brand. So this gives you an
idea of which particular product or which
particular product category is being very
popular in your website. So we are done with
the reports. Any doubts as of now? Any questions?
>> FEMALE: Is it possible to take bring a
associate tracking or will it be Google Analytics
to some category?
>> MALE: Is it possible to bring an affiliate
tracking or associate tracking to Google Analytics
to self, you know, your parameter?
>> KUMAR: So right now we don't throw it officially,
I mean, straight away. But like I mentioned
you have to do it as a parameter and you have
to do it hard core at your end right now.
>> MALE: One way to--one way to achieve it
would be like no poster, that page you're
using.
>> KUMAR: Yes.
>> MALE: Does that better affiliate that page
and then [INDISTINCT] but it's kind of, you
know, around the boat.
>> KUMAR: Yeah. Like I said, so right now
we don't have that facilitation trail to try
to straight away but I don't know, just keep
watching. Anything can change in this analytics
world. So, yeah.
>> FEMALE: Okay. I just want to know if the
data available from Google Analytics is used
to determine the self ranking of website.
Let's say my website don't have any visitors
and the competitors have more visitors, all
other factors being the same, let's say, about
things, will this defray the ranking of my
website?
>> KUMAR: Okay. To make things clear, using
Analytics in your website will not affect
organic search. Or for that matter, it will
not affect your AdWords performance also.
So if you think, like, okay, if I use Analytics,
my CPC will come down for a particular keyword?
No. They are completely independent. It's
generally independent for all the products.
For example, if you are using Website Optimizer,
so that's the general question I get. Use
Website Optimizer, so I optimize my website,
will I get better rankings in Google. No,
you will not. Is that fine?
>> MALE: If you put Google, if you put Google
Analytics for an HTML newsletter, can we track
this Google Analytics people who has this
newsletter or not?
>> KUMAR: That's not possible. So if you are
putting, if you are sending a newsletter,
HTML newsletter and you got Analytics tracking
code that will not be possible. But what you
can do is if you have a link from the newsletter
to your website, say, like visitor website
or something like that, you can manually tag
those links. And if the visitor clicked on
a link, you will know, okay, my newsletter,
so many visitors came from there. Yeah.
>> MALE: However, you might just put up a
unique image on that newsletter and if that
newsletter loads [INDISTINCT]...
>> KUMAR: If you put up a unique image then
it's not possible to track because images
cannot be track using Analytics, right? You
need an HTML page, I mean, page two, page
four Analytics to function. But what you can
do is, assuming you do follow that matter,
you can check your raw log files and see how
many times, yeah. That's the only way possible.
Okay. So now, we'll have a look at how you
can indicate Analytics with other related
Google products. I know most of you might
be familiar with this but I thought I just
run it down again. With Google AdWords. So
Google AdWords as we might know is a way to
promote your website, I mean, to drive targeted
traffic to your website. Okay, visitors are
coming to your website but after that what,
are you measuring the success of the website,
I mean, success of your visitors? Do you know
how much time they are spending there or whether
the visitors are converting into goals or
E-Commerce revenue, all the information? So
to find all this information, you can link
up your AdWords and analytics account. And
once that's done, you can just go to traffic
sources, AdWords, and you will have all the
information from your AdWords visitors. You
can also compile your performance of AdWords
visitors versus your organic visitors. So
if you think organic visitors are conduiting
better than your AdWords visitors, take a
[INDISTINCT] whatever is... And one point
to note here is what happens generally to
AdWords--for AdWords data to show up in your
analytics account, it takes a minimum of 24
hours because all your AdWords cost data is
imported to your analytics account only at
the end of the day or rather like every 24
hours. So for example if you see today's click
information, it will not show up by today
evening but maybe by tomorrow noon.
>> MALE: Even after--even after 24 hours [INDISTINCT]
you will find the same data in AdWords. For
example, if I have a 200 clicks in AdWords
and if I try, try to track the same data analytics,
I will find a lesser number of data because
of [INDISTINCT] you have to take a default.
>> KUMAR: Okay. Okay. Excuse me. Yeah.
>> MALE: [INDISTINCT]
>> KUMAR: Yeah. I'm sorry.
>> MALE: Okay. So this 8 percent data is in
the [INDISTINCT]...
>> KUMAR: No, that's fine. So...
>> MALE: Eight percent is a big figure, if
I have [INDISTINCT] and eight percent is a
broad level.
>> KUMAR: So there are two things that I need
to define here.
>> MALE: Yeah.
>> KUMAR: So you mean to say you have hundred
clicks from AdWords and you can see in your
analytics account which particular data are
you looking at. Are you looking at visits
information? Are you looking at clicks information?
>> MALE: Both will tell you, both link will
tell you.
>> KUMAR: Okay. So you are referring to visit
then.
>> MALE: You can see from CPC.
>> KUMAR: Yeah.
>> MALE: Click from CPC.
>> KUMAR: So then you're--I assume you are
referring to visits information.
>> MALE: No, no, we do this separately. I'm
talking about the number of traffic allocated
for AdWords.
>> KUMAR: AdWords.
>> MALE: So if [INDISTINCT]
>> KUMAR: Not necessarily. Yes.
>> MALE: [INDISTINCT]
>> KUMAR: Okay.
>> MALE: Because they are, if you just saw
it, I don't know. But for me, if I have [INDISTINCT]
AdWord data...
>> KUMAR: Okay. I will have that concern.
So there are a couple of reasons why that
might not happen. So if there are a hundred
clicks on my AdWords, on your ad and there
are only, say, 80 visits, that can--you will
need to take into consideration people might
not let the page load completely. I mean,
just click on the ad and they might close
that, that's one thing. The second thing,
you need to look their browser capabilities.
We don't know whether they might have cookies
blocked or they might have [INDISTINCT] block
and that particular page might not be tracked
at all. So these are the two main concerns
but if you still feel something is wrong,
you can always write into the support, I mean,
AdWords or Analytics support, because there
can be a lot of other reasons. We need to
look into that directly.
>> MALE: Let me add to that. We can pull up
a lot of [INDISTINCT] but the performance
will be vary indirectly. So over...
>> KUMAR: Okay.
>> MALE: It's going to--the money that you
have paid for vary, maybe that could be one
of the reason...
>> MALE: That goes directly...
>> MALE: No, it does not...
>> KUMAR: I'm sorry, I'm sorry. I think the
topic is veering towards AdWords and not analytics.
>> MALE: That is the burdening issue.
>> KUMAR: Yeah, I'm sorry. But, actually I'm
not very much qualified to handle that information
but please feel free to write into us and
like I said it can be account specific. So
we need to look into the account and then
we'll get back to you on that.
>> MALE: I was just wondering if we have time...
>> KUMAR: Okay.
>> MALE: We can try and keep some type of
a system here...
>> KUMAR: Okay.
>> MALE: But if there are questions which
need to be answered, please feel free to raise.
>> KUMAR: So, like I mentioned earlier, you
can't--after you integrated AdWords and analytics
accounts, you can compare information at the
campaign level or if you want at the AdWords
level, or rather if you want at the keywords
level. So you know which particular keyword
is performing better, whether a particular
keyword is conduiting or not. So I think that
screen shot just missed it. But generally
will help tabs like, the tab you saw here,
like, goal conversion, E-commerce and information
like that. So for a particular keyword you'll
know whether you are getting goal conversions,
whether you are getting E-commerce revenue
there or not. Then you will know whether that
particular keyword is performing as for your
expectations or not. Okay, this is a new feature
that's still in the phase of being ruled out,
integration with AdSense. So this is the standard
AdSense account and that's my account. So
don't think it's just because of two days
earnings. My all time earnings will also be
zero there. AdSense and analytics accounts.
This gives you information like from which
locations all the visitors taking on your
ads, or from which particular page is very
popular with the AdSense visitors. So for
example, to access your accounts, assuming
your accounts are linked, you can just click
it through the AdSense interface or you can
as well go straight to your AdWords, I mean,
your analytics account and access your reports
there. So this is a sample report that I--I
needed to blog out some studying information
but this is from the all the traffic sources.
So basically it will give me information like
all the traffic sources, Google.com, Opera.com,
Yahoo.com, whatever, everything is listed
here. But if you'll notice there's a new tab
here, AdSense revenue. So clicking on that,
I will know which particular source or which
particular medium is getting me more AdSense
information, more AdSense revenue. So, like
I said earlier, now you know the information,
act on it. With Google custom search, so we
saw custom search in the morning session,
right? Or rather, was it in the noon. Okay.
So with Google custom search, I believe most
often know about the sites search functionality
in Google analytics. So you have a website
and you have a site set within your website
then that can be tracked using Google Analytics.
All you need to do is, you have to enable
it in your analytics profile and once you
do that, if a visitor comes to the website
and search in the first box, that information
can be tracked. Now, you have Google custom
search which can replace your site search,
I mean, a search for a website. Once that's
done, the visitor searching in at Google,
I mean, the custom search box, the information
can also tracked like the normal site search.
But there is one small consideration here.
That set up, everything is similar to what
you do in site search. So you--you got the
query parameter put up in your profile settings
and your sites, I mean, the search details
will be tracked. But then, when custom search
happens, there are three ways your results
will be displayed. One is through iframe;
other through overlay. And the third option
is Google-hosted. So what basically happens
is Google-hosted is the results go to the
Google.com results page. So if you are going
to use Google.com, I mean Google-hosted pages
then your site-search information cannot be
tracked. This similarly goes for the overlay
page also. Overlay page, you can just show
up at the overlay, I mean, industry shown
overlay page and information cannot be tracked.
So if you need to track site search using
Google custom search then iframe is the only
best option. So when you go to your custom
search account and you define--you make all
the other definitions, and you define everything
there, then you have the option of faster
result on a website. That's where you have
two option, one is through iframe, other is
through overlay. You choose the option iframe
and you--I mean, these are normal set up for
[INDISTINCT]. That is nothing related to analytics.
But what I'm trying to point out here is,
if you want to track using analytics then
iframe is the best option. We've got a lot
of queries that come in to us and say like,
I got--I use custom search but site search
data is not being tracked. But when I look
at their account, I will find it will be generally
hosted in a Google.com page or it could be
hosted at their overlay part. So we talk about
integrating marketing campaigns, I mean, the
other Google products. But what about a general
marketing campaign, assuming somebody addressing
in YSM, I mean, the Yahoo search marketing,
PBC product, how is it possible to track them?
Or if you are sending a news letters, somebody
asked about visitors from news letters. How
can you track the visitors from news letters?
Or if you are doing, you know, what's that?
Reference, I mean the referring sites report,
using that information by advertising a third-party
website, how can I track that? So all this
information related to a third-party website
can be done using manual typing. Manual typing
is basically you're adding a couple of parameters
to your website, I mean, your destination
URL or whatever you call it, landing page.
And when somebody clicks on that particular
link, the parameters will be set up in Google
analytics. So for example, I'm addressing
Yahoo PPC and I need to track all this information,
by default, Google Analytics cannot track
there. So when somebody clicks on a Yahoo
ad and the page loads, analytics will show
it as Yahoo organic because analytics doesn't
know it's a PPC ad. So for that, you need
to manually tag your destination URLs. You
can say UTM source, Yahoo; UTM medium, PPC.
So next time somebody clicks on that particular
link, then analytics will know, okay, this
particular visitor is coming from Yahoo ad,
from a Yahoo ad and so and so keyword, so
and so--was is that, PPC, for that particular
keyword. But all this parameters you need
to track, you need to manually tap. So we
are done with the normal stuff, anybody interested
in other once, like, custom reporting? Okay,
it's hard to get--going to different question.
I'm sorry. So, all the reports that you saw
as of now are defined by Google. So Google
says, this is the report, this is the all-traffic
sources report or this is the content report.
But you--until now you didn't have the option
of defining your own reports. So that's where
custom reporting comes into play. This was
launched like three months back or something,
and right, you can define the reports the
way you want. So you have a couple of terms,
dimensions and matrix. So I want to track
for a particular city, language, and let's
say, country. I want to know what is the goal
conversion or what is the usage, user statistics,
page per--pages per visit, information like
that. So I am the one who is going to define
the entire priority of the report. Others,
normally--when Google defines the report it's
like you go to a country. From there, you
go to city and from there, nothing else, I
mean, information there and that's it. But
now, I want to go to the country and then
from there I want to go to languages and from
there to city, from that two source, I don't
know why you would want that but in case you
wanted that information. That can be done
using custom reporting. So you define what
your matrix are. You define what your dimensions
are. So my first dimension is city. From there
I need the language. From there I need country
or continent, whatever you want. This is how
my report will be. All the other information
is the same. The layout, everything is the
same except if you notice here the report
you see is the one I defined. The fast report,
fast data will be of city. If I click it and
drill down further, I will see information
about languages, whether it's like English,
or whether it's Spanish, or whether it's [INDISTINCT]
or whatever. And I drill down further I will
see country because that's the hierarchy of
report I defined earlier. So this, this type
of report helps you when you want to create
not the normal convention types of reports.
So for example I'm going to see, visitors
from Salem and from which particular country
because there's a Salem in Portugal also.
So you can define reports like this. The next
one you have is advance segmentation. So most
of you might be familiar with creating filters,
right? So you want to see visitors only from
[INDISTINCT] or you want to see visitors only
from India. Now what do you do, I mean, earlier?
You need to create a duplicate profile; you
need to create a filter that includes all
the information from [INDISTINCT] and from
India. That's, and the problem with that--oops.
I'm sorry once again. And the problem with
that type of filter--creating filters is your
historical data cannot be processed. So you
create a filter today, only data from today
will be collected in the day you want. So
that's where advanced segmentation comes into
play. For example, now as I mentioned I need
information for comparing PPC versus organic
performance. So I will not create filters,
I'll just have advanced segmentation. This
is how my report will look like. All you need
to do is define the segment that's available
in the top right and then apply it to that
particular profile. So all information, now
I know all this is, I got so many, what is
the PPC part, what is an unpaid organic part?
So this can be applied to all the matrix,
standard matrix that's available. And this,
this is why you'll be creating a one segment.
This, the later is similar to custom reporting
we saw earlier. It's like, usual dimensions
versus matrix part. So now I need to find--visits,
check visits only for the PPC part so I do
source, matches exactly--I'm sorry--medium
matches PPC and I need to check only the Google,
I want to do a comparison of Google PPC versus
the other PPC. Then I might say and the source
is going to Google or the source is going
to Yahoo, something like that. Once that's
done, once I select the segment, it will show
up in my segments report like this. So Google
by default has enabled around ten commonly
used segments. This includes information like
your PPC party and non-PPC traffic, from search,
from referral sites, like, by default, all
of these are defined. You can also create
custom segments. So that's the one I created
in my previous slide. So my segment will show
up here and once I select this segment here,
I can see data the way I want it. So there's
no need for creating filters. There's no need
for creating duplicate profiles and this will
act retrospectively. Your recycle data will
also show up here. One of the most visually
appealing report but seldom understood report,
motion charts. How many of you actually use
motion charts here? Really? You understand
the reports? No.
>> MALE: Yeah, I do.
>> KUMAR: You do. Oh, that's great. You are
then the first person who said you understood
the report. Honestly. So motion charts; all
the reports that we saw as of now is in two
dimensions. You just see X axis, you see a
Y axis, that's it. But when it comes to motion
charts, it's representing four dimensions.
So your X axis is one, Y axis is two. The
third is the size of this bubble. And the
fourth is the color of this bubble. So all
this can be defined. So I define what my X
axis is. I define what my Y axis is. I define
what the size of the bubble is. So for example,
okay, this is the all-traffic sources. Now,
as you might go to the keywords report here.
So each dot or each bubble, the preference
is keyword. Now, what I can do is, I can say,
X axis will be defined as new visits. And
Y axis, I'll define as percentage--pages per
visit. And then the size of this bubble, I'll
define as revenue. And then the color of the
bubble I'll define as E-commerce conversion
rate. Now, when I trend it over time, so all
you have to do is once you've defined all
this, you click on display button, this will
move overtime. So for like the last 30 days
it will move about 30 days. And these bubbles
will start moving. So this will give you an
idea of how in the last 30 days your particular
keywords performed with respect to these four
parameters I mentioned. So if the bubble goes
up like this, then I know like, it's like
the percentage new visits, there has been
increase in pages per visit. And I see that
bubble growing in size, I know okay, revenue
is coming in and the color changes to red,
okay that's real hard. I mean, the E-commerce
revenue conversion is happening a lot there.
So this helps you to give you a trending of
how the data is happening, trending of the
data in the last, I mean, what are the time
period you defined it. You want it in the
last for 30 days, the last 60 days or whatever,
however you want. Okay. I think we are at
the end of the analytics part. So this is
what I wanted you to take away from this session.
I don't care if you followed all the reports,
that's fine. You followed what goal is, fine
I'm happy, that's not a problem. But please,
remember these three important points, measure,
analyze, act. To measure, you have an analytics
tool. Okay, you measure the data, then what?
Analyze. Okay, you analyze that particular
data, then what? Act on the data. Because
analytics, like I said, gives you more than
80 plus, I guess, a hundred reports right
now. But what's the point of having those
reports if you are not going to analyze the
data or act up on the data. Well, this the
final take away from me with respect to analytics.
I can take any questions on analytics right
now because after that we'll move to website
optimizer. I'm sorry. Yeah.
>> MALE: Okay, [INDISTINCT] just for the parameter,
of course, we have used Google Analytics and
a different analytics on the same website
and a similar package in both ways. We see
there is variantly, a discrepancy in the data.
And this has been tested multiple times for
most Google sites and almost that's the case
that the data shown Google analytics have
shown--other package have been, I mean, those
packages, like, AWstats or even more applicable
stuff like Omniture where there has always
been some discrepancy, now, why is that?
>> KUMAR: So the question mainly is, why is
there a disturbance between Google Analytics
data and data collector using different analytics
package. So the first thing I need to tell
is every analytics package has their own way
of collecting data and reporting them. So
for example, when I said Google Analytics
has reported ten visits. Their definition
of visits can vary with respect to Google
Analytics or with respect to whatever like
Omniture or AWstats, whatever it is. So that's
the first consideration you need to make.
The second thing is, I'm sorry that's all
I can think of.
>> MALE: That's it.
>> KUMAR: Yeah.
>> MALE: The way they do it is just...
>> KUMAR: Yeah. Like, I said, the way they
do it, they way it's measured, that's, that's
a very big difference there. Yes, sir.
>> MALE: The question [INDISTINCT] is for
someone to see the page or [INDISTINCT] from
the website. But how can you program since
that he can go through thousands of pages
before he does gather any actions so, how
do we go on programming that one? If you are
funneling, you have to go from 80% to 60%
before you do actual, you go to any page or
what do you do...?
>> KUMAR: In terms of funnel?
>> MALE: Yeah, funnel.
>> KUMAR: So, in Google Analytics you can
define only ten steps of funnel. So, if the
visitor is visiting from, if visiting hundreds
of pages, that's difficult to track using
funnel visualization. What--rather you might
do is, you define a goal and put up the last
ten steps or any ten steps that you feel the
visitor might do. For example, he lands on
a particular page. He goes on a particular
page, comes, I mean, and what are analysis,
further analysis you have done, previous analysis.
You can use that information to track it.
But the main disadvantage here is analytics
will have only ten steps to define. So, it's
to you to define, decide what are the ten
steps and put it up there. Yeah.
>> MALE: All we can track are problems with
[INDISTINCT] are problems at Google Analytics.
>> KUMAR: Okay. So, tracking sub domain with
Google Analytics. Like, I mentioned earlier,
so if the visitor is moving from domain.com
to sub.domian.com then generally the cookie
information is lost. So to avoid that, you
need to make some modifications in the tracking
code, then, you put up in the main domain
and then the sub domain. Actually, our help
center--in our analytics help center, you'll
find the modification that's necessary. It's
just a couple of lines, extra lines you need
to add the tracking code, that's it.
>> MALE: Okay. I don't think we have enough
of time. So in the interest of time, what
we do is we can have another 15 minutes to
cover website optimizer and take questions
offline. Actually, we're probably going to
have [INDISTINCT] so you're going to have
some coffee at the end after that closing
note by Adam. So, we have to go to website
optimizer now and then come back for questions,
you know, with Deepak--probably go to coffee.
>> KUMAR: Okay, it's like coffee with Karen,
coffee with Deepak, okay? Okay. So, website
optimizer. How many of you, I mean, and I
know a lot of you are there in the webmaster
community here. So this is a typical template
and I have one, a place for one image and
place for one headline. Now, as a webmaster,
website designer, I have a particular team
in my mind. My boss, my manager has a particular
design in his mind. And my super boss has
another design in her mind. Then, at the end,
I have my client who has their own design.
Now, which of this design will you go to?
First, at the end of day, we will agree to
our boss design because we need to keep our
job the next day. But the problem here is
you don't have any data to say like, design
one is better than design two or design three
is better. So that's where website optimizer
comes into play. So these are the common complaints
that we hear in a lot of webmasters. It's
like I don't know which particular design
is working or I don't know how to improve
that conversion rate or what should I do to
get all, time spent on site increase on my
page or stuff like that. I don't know how
many of you read this particular article,
it came out last month. So what happened is
one E-commerce company, they had a problem
with their website because they see a lot
of people dropping over from their funnel
at a particular step. And then what happened
was they recruited some company, I mean, a
web design company or whatever. And then they
made some changes, the web design company
made some changes in the particular step;
and the next year, their revenue increased--increased
by $3 million. There was only one small change
made in the website and that change led to
$3 million increase in revenue. Any guesses
what that change was? So initially, initially,
they had a log-in button before checking out,
I mean, before entering the payment details.
So they had a log-in button. So what happens
to your returning visitor, he doesn't have
an account, so he needs to have the account.
And if they are very lazy like me, I don't
think they'll bother creating the account.
So they just drop out of the funnel. So what
did the website design company did was, they
removed that log-in button. And boom, three
million dollars revenue. But how did they
find out? They didn't just like randomly do
it. They weren't like, "Okay, don't like this
button, remove it, no." They ran experiments.
They ran experiments using, I'm not telling,
website optimizer, Google Website Optimizer,
but some, every testing software. But I'm--what
I'm trying to do is I'm trying to drive the
importance of testing a particular page. So
now I'm coming back to Google Website Optimizer.
We generally have two types of experiments
running. One is that A/B type and the Multivariate
Testing. So I'll just talk about Multivariate
Testing so that I can say how easy A/B is.
So remember this page, one image, one headline.
And then I have three images to test along
with two headlines. This is one headline and
this is one headline. So, I got six different
combinations, but now I need to convince my
boss saying like, okay, a particular combination
is working better than all the other ones.
How do I do it? So I need to define them,
each and everything, I'm sorry. I need to
define each and everything as a section and
put it up in my webpage. So when I run the
experiment for like 20 days or 30 days depending
on the traffic in my website and I conduct
the conversion page, I know which particular
design or which particular combination is
driving more sales. But there is no scope
or guess word there, no hard actionable data.
So I can just go and stand in front of my
boss and say like, your design is not working,
mine is. But if you are a lazy person like
me again, I would pretty much go in for this
because all you need to do is change, create
three different versions or rather six different
versions of the same page. Just change the
image or change the headline according to
the combination you wanted and run the experiment.
This is called A or B setup. This is the simplest
setup in a website optimizer, but if you are
like--want to do some hard-coring job and
stuff like that, you can use this Multivariate
Testing which is really tough, believe me.
So we plotted some detailed drafts when it
comes to, every testing is very simple, we
just show original, variation A, variation
B, done; which is performing better, done.
But here we have combinations and we have
different sections. So in a typical report,
this is--this is how the data will look like
and you can see the various graphs here. So
you can see data in red and data in green.
So that basically means how much percentage
of a, will the particular section, how, in
beating the original. So simply put, "What's
probability that this particular section will
be the original?" So the bigger the green
is the better it is for me. So I know that
particular section is working better. So,
like I mentioned earlier, Combination 57,
this one. The first one is the original. The
second one is the Combination 57 and my website
optimizer account is that--that is performing
very good. So simply put, another question,
will website optimizer work for organic traffic?
Anybody? Well, if I try to experiment for
website optimizer, will it work for the organic
traffic?
>> MALE: Yes.
>> KUMAR: Yes, sure?
>> MALE: Yes.
>> KUMAR: Yes, website optimizer will work
for all traffic because there is a misconception
when I met a couple of my friends and they
are telling me that like website optimizer
will work only with AdWords traffic. I ask
why? Because you access website optimizer
from within AdWords.com. I'm like, okay, that's
a good, good point. But believe me, it works
with all kinds of traffic. So, if it's organic
or AdWords or referral, it will work. And
if you have an analytics package, say like,
you have Google Analytics or any other third
party website, analytics package setup in
your website, this will not interfere with
the functioning of that. So you can have any
sort of analytics package and running website
optimizer at the same time. Yeah, these are
two points I want to point out. Okay. Let
me finish off by showing how we Google, use
website optimizer to optimize a page. So this
is a Picasa Home Page. And we needed to find
which particular variations will perform better.
So, we had some--we particularly this thing
here, text here and we had some download links
here and then we had a couple of pictures.
Come on, Picasa is about pictures, right?
So we had a couple of pictures there and then
again we had some promotional data here, Google
Pack. So we ran the experiment for sometime,
and guess what we found out, pictures didn't
work. That was the irony of it. Picasa is
about pictures but pictures didn't work. So
only having a Picasa download, no button,
and this information worked but not Picasa
picture. Okay, that's all I have right now.
So, if you have any question, do we have time
for questions?
>> MALE: Yeah.
>> KUMAR: Yeah. Okay, five minutes. Paul,
you have mics? Like, having a picture there
led to lesser conversions than having plain
text there. Yeah.
>> FEMALE: I done a couple of A/B testing
on web propagation when I did that and most
of the time the traffic was too less to really
know that there's a difference. So is there
an optimum traffic to a page in order to test
something?
>> KUMAR: No. We don't give--like I said earlier
for analytics, we don't give a standard while
using like for A/B testing you need to have
5,000 visitors or 10,000 visitors, no, we
don't that. So what happens generally is until
you get a clear winner you do, show the information
like data, I mean, if you don't have traffic
for information, some sort of messaging it
will show, saying that the traffic you are
getting is not enough for giving, proving,
giving a definite winner. So until--until
you get the required traffic, you won't get
a definitive winner there.
>> FEMALE: Another thing is connectivity test,
it was slightly difficult for taking the code
in these certain places and then the method
moving from all those places after the test
was over. I did only A/B testing not Multivariate.
So, is it just my perception that it's very
difficult in this Multivariate, is it much
more complicated put the code in?
>> KUMAR: Yes. Multivariate is very, tougher
than that because in Multivariate you will
be defining sections and in sections everywhere,
right? So A/B testing is the simplest method
of testing.
>> MALE: Last question.
>> KUMAR: Okay, we have a last question, what
is that?
>> MALE: We have our AdWords account in Google
Analytics and for some reason the AdWords
account was not working for two days. But
on analytics, the big traffic, visitors had
hits which were showing, which was not possible
to put the AdWords on those accounts on those
not functional.
>> KUMAR: So when you say not functional,
does it mean you had positive campaigns or
their data was not being populated there.
>> MALE: But I'm sure with the payment, in
other words, the AdWords account was halted.
>> KUMAR: You may have to write in to us as
far as e-mails to get the account actually.
>> MALE: Okay.
>> KUMAR: We may have to look into the account
to decide the reason.
>> MALE: Well, I have a [INDISTINCT] AdSense
with...
>> KUMAR: Okay.
>> MALE: It is not working. It is not [INDISTINCT]
though. I have not log-ins for AdWords, analytics,
and everything.
>> KUMAR: Okay.
>> MALE: But it's not making any data at all.
>>KUMAR: So you mean to say you don't see
the AdWords data in your analytics report.
>> MALE: No, I have analytics for AdWords
and I want to use AdSense.
>> KUMAR: Okay. So, AdSense is still in its
beta phase. So, if you want, if you are interested
in signing up for this AdSense Analytics Integration
part, you can visit AdSense blog. I mean,
your, one visitor is going to be IP bills,
right. It's more easier to identify rather
than using the advance segmenting. Okay, last
question.
>> MALE: Can it go--give some suggestions
to bring down the long strings?
>> KUMAR: The first suggestion I can tell
is, the product I just mentioned now, Google
website optimizer. So using that you will
know which particular--I mean you will not
be able to identify why they are exiting your
website, but at least you might try out two
or three different variations and see which
particular combination is getting the most
breakdown and you can use that as a website
content.
>> MALE: Okay, if the whole page itself has
got some loading problems, will the optimizer
show that...
>> KUMAR: No, no that will not happen, that
will not. Thank you everybody. I hope to have
coffee with you all.
