About Bruce Chapman
• Product Manager at DNN
• First DNN Module ever written: Google Analytics Integration Module, August 2007
• Presented multiple times on Analytics at conferences
• Fan of Google Analytics since it was ‘urchin.js’
• Worked on the Analytics feature in Evoq 9
Connect with me on Twitter:
@brucerchapman | @DNNCorp
Web Analytics : Back to Basics
Why do we use Analytics?
•To know how many people have visited our site
•To know where our visitors arrive from
DNN / Proprietary and Confidential. All Rights Reserved.3
Web Analytics : Back to Basics
DNN / Proprietary and Confidential. All Rights Reserved.4
Why do we use Analytics?
•To know how many people have visited our site
•To know where our visitors arrive from
But Why? What does that achieve?
Web Analytics : Back to Basics
DNN / Proprietary and Confidential. All Rights Reserved.5
Why do we use Analytics?
•To know how many people have visited our site
•To know where our visitors arrive from
But Why? What does that achieve?
What can you do with this information?
Web Analytics : Back to Basics
DNN / Proprietary and Confidential. All Rights Reserved.6
Why do we use Analytics?
•To know how many people have visited our site
•To know where our visitors arrive from
But Why? What does that achieve?
What can you do with this information?
Can you answer these two additional questions?
A Site with No Web Analytics
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Authored Content Visitors
Interactions
Why We Need Web Analytics
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Authored Content Visitors
Why We Need Web Analytics
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Authored Content Visitors
Interactions
Feedback
Why We Need Web Analytics
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Authored Content Visitors
Interactions
Feedback
Adjustments &
New Content
Feedback Loop
• Web Analytics gives us feedback
› How our content is being consumed
› Who is consuming it
› Where they are arriving from
• Feedback Loop Quality ➤ Content Creation Quality
› Matching Content and Data
› Richness of the Data
› Speed of the feedback loop
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Using Google Analytics
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Authored Content Visitors
Feedback
Adjustments &
New ContentGoogle Analytics:
✅ Powerful and Comprehensive
✅ Free to Use
✅ Easy to set up
Google Analytics Strengths and Weaknesses
✅ Powerful and Comprehensive
✅ Free to Use
✅ Easy to set up
⚠️ Finding Content can be hard
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Google Analytics Strengths and Weaknesses
✅ Powerful and Comprehensive
✅ Free to Use
✅ Easy to set up
⚠️ Finding Content can be hard
⚠️ Requires separate authentication
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Google Analytics Strengths and Weaknesses
✅ Powerful and Comprehensive
✅ Free to Use
✅ Easy to set up
⚠️ Finding Content can be hard
⚠️ Requires separate authentication
⚠️ Editors may not have access at all
DNN / Proprietary and Confidential. All Rights Reserved.15
Google Analytics Strengths and Weaknesses
✅ Powerful and Comprehensive
✅ Free to Use
✅ Easy to set up
⚠️ Finding Content can be hard
⚠️ Requires separate authentication
⚠️ Editors may not have access at all
⚠️ Separate Application to visit
DNN / Proprietary and Confidential. All Rights Reserved.16
Google Analytics Strengths and Weaknesses
✅ Powerful and Comprehensive
✅ Free to Use
✅ Easy to set up
⚠️ Finding Content can be hard
⚠️ Requires separate authentication
⚠️ Editors may not have access at all
⚠️ Separate Application to visit
⚠️ Domain knowledge to get the best value
DNN / Proprietary and Confidential. All Rights Reserved.17
Google Analytics Strengths and Weaknesses
✅ Powerful and Comprehensive
✅ Free to Use
✅ Easy to set up
⚠️ Finding Content can be hard
⚠️ Requires separate authentication
⚠️ Editors may not have access at all
⚠️ Separate Application to visit
⚠️ Domain knowledge to get the best value
⚠️ No interaction tracking by default
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Improving value of Google Analytics
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Authored Content Visitors
Feedback
Adjustments &
New Content
Increase quality and speed of Feedback
Google Analytics Integration in Evoq
• Leverages data in your Google Analytics instance to provide meaningful insights within Evoq
• Curated interactive tables, graphics and insights
• Site Analytics (Content Manager focus)
• Page Analytics (Content Editor focus)
For more details, visit our Evoq Analytics product page.
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Benefits of Google Analytics In Evoq
⚠️ Finding Content can be hard
⚠️ Requires separate authentication
⚠️ Editors may not have access at all
⚠️ Separate Application to visit
⚠️ Domain knowledge to get the best value
⚠️ No interaction tracking by default
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✅ Open Analytics in Context with
content
✅ Authenticate once with Evoq
✅ All Content Managers and
Editors have access
✅ All in the Content
Management Experience
✅ Curated data to separate
signal from the noise
✅ Built in Interaction tracking
Google Analytics Site Google Analytics Data in Evoq
Site-Level Analytics in Evoq
Insights • for finding data
exceptions and interesting facts
Trend • boxes for key trend
analysis against prior period
Top • Fives: insights on
Conversions, Engagement,
Channels, Campaigns,
Entrance Pages and Events
Trends, Insights, • Rankings: not
available or not easy to access
in Google Analytics
Page-Level Analytics in Evoq
• Key trends and rankings
• Page metrics for selected date
ranges
• Visitor Flow to understand how
visitors arrive and leave each
page
• Interaction Events to understand
how clicks, scrolls, etc.
• Visitor Flow, Trend, Rankings:
not available or not easily found
in Google Analytics
Understanding Conversions
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Authored Content Visitors
Interactions
Adjustments &
New Content
✓ ❌
Conversion
Conversions in Google Analytics
In Google Analytics, conversions are called “goals.”
There are four types of goals:
1. Visit Duration
2. Pages per Visit
3. URL Destination
4. Events
Every site should have goals defined. Otherwise, what is the purpose of the site?
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Google Analytics: Goals Examples
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Form Completions and E-commerce Checkouts
• URL Destination is popular
• E-Commerce tracking can assign revenue/value
• Allows for Funnel Tracking
Event Completion
• Watching Videos
• Adding items to carts
• User Registrations
Visitor Segmentation
Unsegmented Data
5 Drinks
27 DNN / Proprietary and Confidential. All Rights Reserved.
Segmented Data
1 latte
1 decaf cappuccino
1 double espresso
1 hot chocolate
1 flat white
Item Quantity
Drinks 5
Item Quantity
Latte 4
Decaf Cap. 1
Double Espresso 1
Hot Chocolate 1
Flat White 1
Item Quantity
Coffee Based 4
Chocolate Based 1
Unsegmented Data
5 Drinks
Segmented Data
1 latte
1 decaf cappuccino
1 double espresso
1 hot chocolate
1 flat white
Item Quantity
Drinks 5
Item Quantity
Coffee Based 4
Chocolate Based 1
Visitor Segmentation
Unsegmented Data
5 Drinks
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Segmented Data
1 latte
1 decaf cappuccino
1 double espresso
1 hot chocolate
1 flat white
Item Quantity
Drinks 8
Item Quantity
Latte 4
Decaf Cap. 1
Double Espresso 1
Hot Chocolate 1
Flat White 1
Item Quantity
Coffee Based 4
Chocolate Based 4
Summary
The value of analytics depends on the feedback loop
Results are driven by the quality and speed of the feedback ›loop
Data› -driven insights can inform content improvements
Ease of access drives usage›
Conversions matter
Define › your site’s goals
Review goal completion (› “conversions”) in Evoq
Segmentation
Understand metrics by each visitor segment›
Do more › of what works and less of what doesn’t
For More Information
Visit the DNN Software website for more information on our Evoq CMS