Category Archives: Web Analytics

Web Analytics for Government Course in Melbourne 11 March 2010

1 Day Web Analytics Course in Melbourne on March 11, 2010

Learn how to analyse a government website using Google Analytics, Urchin or another web analytics tool.

If you are currently using a web analytics tool to analyse your department’s website or are looking to add this to your website, then this course is for you.

Who Should Attend?

Managers & professionals working in Government, web developers working on government websites


None. A basic understanding of websites and search engines is recommended.

What You Get

  • 1 full day of face to face training.
  • A detailed 91 page printed course manual for each attended.
  • Copies of the slides used in the course.
  • A certificate of attendance.
  • An example Excel KPI spreadsheet with the key formulas to track the success of your website.
  • Access to additional course materials, utilities & resources not available to the public on the Panalysis website.
  • A discount voucher 2 hour personal consulting & coaching session in Google Analytics & other professional services.

Learning Outcomes

After attending this training session you will be able to:

  • Understand what Google Analytics can do.
  • Install and configure Google Analytics.
  • Perform analysis on your website using Google Analytics.
  • Explain how Google Analytics can add value to your department.
  • Understand which reports you should use in Google Analytics to be effective in your running your website.
  • Set measurable business goals for your website and explain how Google Analytics can help you achieve these outcomes.
  • Use a range of Google Analytics reports to analyse your website’s performance against these goals.
  • Identify the visitor’s "primary purpose" for visiting the website and whether succeeded.
  • Evaluating the effectiveness of content on the website.
  • Understand common pitfalls / misinterpretations of Google Analytics reports
  • Discuss important issues in planning new business strategies based on analysis of your business’s website.

For more information:

More information is available or contact:

Panalysis Pty Ltd
Tel: 1300 368 553
Suite 2, Level 3, 71 Longueville Road, Lane Cove, NSW 2066 Australia


Registration form for: Melbourne, March 11, 2010


Web Analytics Books from Eric T. Peterson are now free

Eric has decided to provide his web analytics books

  • Web Analytics Demystified
  • The Big Book of Key Performance Indicators

as free pdf downloads.

Fantastic offering – don’t miss this one!

Two new articles published about Google analytics – annotations and grouping pages

Benjamin Mangold has just published two new articles on his blog Google Analytics Results about how to make better use of your Google Analytics reports.

The first article is called Make Notes in Google Analytics with Annotations – this takes you through a step by step process for setting up the annotations feature.

The second article is called Q+A: Grouping Pages in Google Analytics – this takes you through constructing a basic content drill down and how to do advanced table filters and profile filters.

Ben is a Google Analytics Authorized Consultant – his company Mangold Sengers offers basic, intermediate and advanced Google Analytics training courses.

I have attended his courses in both Google Analytics and Google AdWords training and have found them very helpful.

Designing great dashboards – part 3 now available

Further to my post a few weeks back on Designing great dashboards parts 1 and 2 from Juice Analytics, part 3 is now available.

"The third part of our dashboard design guide provides practical tips for putting information on the page in a way that communicates effectively to your audience…"

To register please visit

Using Google Analytics to Track Email Newsletters (and RSS feeds)

I often get asked how can I see if my email subscribers are looking / reading the newsletter I send out. Google Analytics provides you with an easy and free way of doing this. Today I will take you through the process step by step.

1. You need a Google Analytics account

2. How does it work?

3. How do you make the tags?

Google provides a tool called the URL builder

Google Analytics URL builder


  • Campaign Source (utm_source) – Required. Use utm_source to identify a search engine, newsletter name, or other source.  Example: utm_source=egovnewsletter
  • Campaign Medium (utm_medium) – Required. Use utm_medium to identify a medium such as email or cost-per- click.  Example: utm_medium=email
  • Campaign Term (utm_term) – Used for paid search. Use utm_term to note the keywords for this ad.  Example: utm_term=government+2.0
  • Campaign Content (utm_content) – Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL.  Examples: utm_content=logolink or utm_content=textlink
  • Campaign Name (utm_campaign) – Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign.  Example: utm_campaign=aug2009news

For example I use the following for the eGov site:

  • For email newsletter content : #?utm_source=newsletter&utm_medium=email&utm_campaign=aug2009news
  • For RSS feed items : #?utm_source=rssfeed&utm_medium=rss&utm_campaign=rssaug2009
  • Why use the # ? This stops the campaign tracking urls being spidered by search engines and appearing in the search results.

4. What do you see in the GA interface?

Pie chart showing the traffic share of campaign visits to the site

Your campaign data is listed as ‘Other’ in your Traffic Sources section

For the eGov site this = 12.56% of visits for the month

You can also segment you data and look at what topics visitors arriving via your newsletters look at on the site – but that is a topic for another day.

So that’s how you track visitors to your site who arrive from your email newsletters or RSS news feeds. Have fun and experiment.

Designing Great Dashboards

Juice Analytics has published a 3 part book called “A Guide to Creating Dashboards People Love to Use“. To register to receive a copy, visit Juice Analytics and sign up.

To quote an introductory paragraph from the document:

This document will approach dashboard design in a holistic way, beginning with general goals and evolving to specific data presentation. Part 1: Foundation will help you identify your target audience, understand what type of dashboard you want to create and why it is valuable to your organization. It concludes with guidance regarding how to focus your message on the information and metrics that matter. Part 2: Structure will get you started on designing your dashboard, including what form it should take, how to arrange for audience understanding, and what navigation, interactions, and capabilities will make the dashboard useful and engaging. Finally, Part 3: Information Design dives into the details of interface and information design. You will learn how to lay out your dashboard and best practices for charting and data presentation.

Parts 1 and 2 are now available – part 3 is not far away…..

WAA releases report on Government and Non-Profits use of Web Analytics

The Web Analytics Association (WAA) in the US has recently released its 2009 survey findings on "Tapping the Potential of Web Analytics for Public Sector and Non-Profit Sites".

The survey asked three questions:

1. How are Web site managers in the public and non-profit sector measuring the performance of their web sites?

2. Can any KPIs used by many non-commerce organizations be used to measure the impact, effectiveness, and contributions of all non-commerce Web sites?

3. Can we develop a series of benchmarks for the key dimensions of visitor online interaction with the Web sites in the public and non-profit sectors?

124 respondents completed the survey – 83% of those came from the United States,.

Some of the findings include:

  • 60% only dedicate a few hours a week to web analytics – only 12.5% of respondents described themselves as web analysts and nearly 70% of organisations don’t have a dedicated web analyst;
  • monthly reporting is the norm;
  • traffic reporting is used by 82% of organizations;
  • only 10% link web analytics to return on investment;
  • US government sites track file downloads more often than others surveyed; and
  • Segmentation is not widely used.

The report provides some thought provoking key takeaways for government web analysts:

1. Conduct high-value, deeper analyses

2. Focus your analytics evangelizing on people in your organization who stand to benefit from Web analytics and have shown an interest in using analytics.

3. Use voice of customer, usability testing, and focus groups in tandem with Web analytics

4. Build official and unofficial alliances

5. Give more thought to how people want to consume Web analytics data.

It is interesting to compare these findings with the results from the 2008 Australian Web Analytics Survey conducted by Hurol Inan of Bienalto. Of the 208 respondents for the Australian survey, 20% were from government. When analysing the government respondents, the survey found that 60% of government organizations looked at web analytics as not important or less important as other web functions. Most government analysis consisted of reporting traffic – no one reported using advanced analysis.

Hurol’s analysis concluded that "Government remains significantly challenged in terms of identifying the objectives
and KPIs of web analytics, and also lacks the key support of management."

There are many similarities between the US and the Australian studies. It seems government still has some way to go when it comes to really analyzing their data and applying their findings to optimising their websites.

If you want to read more about these surveys, the Web Analytics Association has made their report available from their web site for a small charge. A presentation of the report’s findings is also available for free!

The 2008 Australian Web Analytics Survey is also available from Bienalto.

If you want more information about how to develop KPIs for your website, the eGovernment Resource Centre has a collection of links you might find useful as well as a section on Return on Investment.