Google Analytics offers a wide range of tools and metrics, beyond what was covered in the glossary and basic report sections. More information may be added to the Website Guide about these additional features at a later date.
The left-side Visitors menu in Google Analytics includes the following additional options that may be useful to investigate:
- New vs. Returning
- Visitor Loyalty
- Length of Visit
- Depth of Visit
- Mobile Devices
- Mobile Carriers
The left-side Traffic Sources menu includes the following additional options that may be useful to investigate:
- AdWords Campaigns
- Keyword Positions
Note: AdWords is a paid Google service that allows you to pay fees to get your site to come up in the paid advertising slots at the top of the search results for a given term. The university has only used AdWords in limited capacity, but if you would like to discuss the possibility of using this tool to buy keywords in Google, contact the Web Manager.
The left-side Content menu includes the following additional options that may be useful to investigate:
- Top Content
- Content by Title
- Content Drilldown
- Top Landing Pages
- Top Exit Pages
- Event Tracking
Another left-side menu option that may be worth investigating is Goals. Google Analytics allows you to identify goal pages that you can track to determine when visitors have completed an action you want to track, such as a registration or a confirmation. There may be other creative ways to use the goals construct to meet your tracking needs.
Custom Reports & My Customizations
The Custom Reports section allows you to design a Google Analytics report featuring only the metrics you need to track. You can track your custom reports in the My Customizations section, as well as creating custom segments of the university site to track using the Advanced Segments tool.