At UQ we use Google Analytics to track traffic statistics on our websites. Analytics is setup by Web Services and access granted to web administrators or marketing managers for individual sites. The setup of Analytics is factored into new website development, however old websites may have been setup without Analytics. If you require Analytics to be set up or access to an existing account given to a new user please submit an email request to firstname.lastname@example.org.
You must create a Google account to access the Analytics service using your UQ email address by going to http://www.google.com/analytics. Access to Google Analytics is only given to UQ email addresses, that is, an address that ends in @uq.edu.au. It is recommended to use a generic email address such as email@example.com rather than an individual's email so that access can be used by multiple people and doesn't need to change when a staff member leaves the organisation.
Once you have access you can view the reports by logging into your Google account and going to the Analytics product on your account. You can also return there by going straight to http://www.google.com/analytics.
Understanding the data
Google Analytics gives you a huge amount of data to analyse and you can really learn a lot about the effectiveness of your website from it. At a basic level there are a few things you should look at to determine how your site is doing:
This is the first page of Analytics and shows you the basic traffic stats.
- Visits - This is the total number of visits the site has received in the time period. This includes repeat visitors.
- Unique Visitors - This is the total number of unique people who have visited the site. This is based on the computer IP address they came from to determine uniqueness. So if Bob accessed the site from work and from home he would be counted as 2 unique visitors.
- Pageviews - This is the total number of views of pages in the site. This differs from Visits because each visitor will usually visit multiple pages.
- Pages/Visit - This is the average number of pages that each visitor viewed on the site in one session of using your site. This is a good indicator of how engaged visitors are with the site so the higher number the better.
- Avg. Time on Site - This is the average amount of time each visitor spent on the site. This also indicates how engaged users are with the site. When you compare to the number of pages per visit you can get an idea of whether users are reading each page in depth or skimming over them.
- Bounce Rate - This is the percentage of visitors who came to the site and then left without going any further into your site. These usually represent users who came to your site looking for something but immediately decided this was not the right site. It could be they hit the back button, closed the browser, or loaded a bookmarked site instead. There will always be a percentage of visitors who bounce and the lower the number the better. Anything under 40% is really good. 41% - 55% is average. A bounce rate of 70% or more means there is a problem and you need to work out what is attracting users to your site and then why they are leaving.
- New Visits - This is the percentage of total visits to the site that are new ones instead of return visits.
Benefits of using Google Analytics
By using Google Analytice you will:
- Know your audience
- Trace the customer path
- See what they are up to on your website
Google Analytics helps you analyze visitor traffic and paint a complete picture of your audience and their needs. Google Analytics shows you the full customer picture across ads and videos, websites and social tools, tablets and smartphones. That makes it easier to serve your current customers and win new ones.
How to add Google Analytics to a UQ Drupal site
Analytics is setup by Web Services and access granted to web administrators or marketing managers for individual sites. If you a an external developer, please contact firstname.lastname@example.org and we will provide you with an Analytics code to use on your site.
Below, are instructions on how to attach your unique Analytics ID to Drupal.
- Go to Configuration > Sytem > Google Analytics
- Enter the unique ID into the first field once you've obtained it from Web Services.
- You can specify if there are any pages you don't want tracked in Analytics, see the screenshot below.