Google Analytics Presentation: Tracking, Uses, Limitations, and Theory

This presentation provides a comprehensive overview of Google Analytics (GA) as a tool for tracking and assessing the spread of a campaign or issue over the internet. The presentation begins with an introduction to GA, its background, and its aims and objectives, emphasizing its role in website traffic management and data analysis. It then details the ways in which GA is used to track campaigns, including the steps involved in setting up and utilizing the tool. The presentation delves into reflexive engagement with GA, outlining its various uses such as localization, branding, and supply chain optimization, while also addressing its limitations, including spam traffic, time-on-site measurement challenges, and the absence of organic keywords. Furthermore, the presentation integrates network theory to explain session management within GA. The presentation concludes with a summary of GA's capabilities and limitations, emphasizing its value as a tool for web analytics. References to supporting literature are included.

Google Analytics
Google analytics tool for tracking
and assessing the spread of a
campaign over the internet.
(Student Detail: )

Outline
O Introduction
O Background of Google Analytics (GA)
O Aims and Objectives
O Ways into GA tool is used to track
campaign
O Reflexive engagement with GA
O Uses of GA
O Limitations of GA
O GA with Network Theory

Introduction
O The aim of this presentation is to find different ways
into which Google analytics (GA) tool is used to
O track
O assess
a campaign or issue spread of over the internet.
O GA is a service offered by Google in order to
generate statistics about a web site visits

What is GA
O GA is the best way to provide web analytics
service which is used to track and assess the
website traffic.
O GA also tracks many aspects of website
statistics
O GA is free as well as very user friendly
O GA can be assessed in majorly three
overviews:
O Audience overview
O Top content
O Real-time overview

Background: GA
O GA is aimed at marketers
O GA is aimed at accessing a
company’s webmaster

Background: GA
O GA is available since August 2006 for
anyone free-of-charge

Aims and Objectives
O Discussing the ways in which GA is used
for website traffic management and
tracking
O GA aimed at handling data puke
O measurement
O collection
O analysis and
O reporting of data over the internet for
understanding and optimizing web usage

Aims and Objectives
• Acquisition (Someone signing up for
an account)
• Revenue (Placing an order / making
a payment)
• Engagement (Request a trial,
newsletter Signup)
• Inquiry (View a product, make an
appointment)
• Custom (Track whatever you want!)

Ways into GA tool is used to track
campaign
O Step I:
O Design your website and Sign up an google
account
O Add some Jave code to your site (works with
CMS)
O GA starts tracking web traffic
O One can view the reports
O Step II:
O Design website
O Go to http://www.google.com/analytics
O Login with Google ID

Reflexive engagement with
GA

Reflexive engagement with
GA

Uses of GA
O Range
O Localisation
O Branding and format
O Macro space optimization
O Supply Chain
O Route Optimization
O Online and apps
O Last mile
O Store operations
O Rostering
O Price and promotion
O Personalised offers
O Search Console
O Campaigns and AdWords
O Social Tab

Limitations of GA
O Spam traffic and recording bot
O Time on site
O Measuring all of the users
O Customization needs
O Cookies are blocked
O Tracks visit via bots
O Session time calculation
O Absence of organic keywords

GA with Network Theory
O Network graph theory is used for
session management in GA
O Here, network theory provides
market segment reports
O While using network theory, GA
tracks and assess the spread of a
campaign or issue all across the
internet

Summary
O GA is used to dashboard report and
AdWords report
O The different useful ways into which
GA is used to assess and track
website views have been discueed
O The different views of GA has been
discussed
O In whole, GA is the best tool based
on network theory has some
limitations as well.

References
O Clifton, B. (2012). Advanced web metrics with
Google Analytics. John Wiley & Sons.
O Plaza, B. (2011). Google Analytics for measuring
website performance. Tourism Management, 32(3),
477-481.
O Hasan, L., Morris, A., & Probets, S. (2009, July).
Using Google Analytics to evaluate the usability of
e-commerce sites. In International Conference on
Human Centered Design (pp. 697-706). Springer,
Berlin, Heidelberg.
O Cutroni, J. (2010). Google Analytics: understanding
visitor behavior. " O'Reilly Media, Inc.".