Middlebury

Difference between revisions of "Google Analytics"

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= About Google Analytics =
 
= About Google Analytics =
  
'''What is Google Analytics?'''
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== What is Google Analytics? ==
  
 
Google Analytics is a free service provided by Google which collects information about a website’s usage trends. Google Analytics shows you how people find your site, how they explore it, and how you can enhance their visitor experience. With this information, you can improve your website!
 
Google Analytics is a free service provided by Google which collects information about a website’s usage trends. Google Analytics shows you how people find your site, how they explore it, and how you can enhance their visitor experience. With this information, you can improve your website!
  
'''How does Google Analytics work?'''
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== How does Google Analytics work? ==
  
 
Google Analytics uses a first-party cookie and JavaScript code embedded in web pages to collect information about visitors and to track website usage trends. Google Analytics anonymously tracks how visitors interact with a website, including where they come from, what they do on the site, and also whether or not they completed any of the site's conversion goals.
 
Google Analytics uses a first-party cookie and JavaScript code embedded in web pages to collect information about visitors and to track website usage trends. Google Analytics anonymously tracks how visitors interact with a website, including where they come from, what they do on the site, and also whether or not they completed any of the site's conversion goals.
  
'''How can Google Analytics help Middlebury?'''
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== How can Google Analytics help Middlebury? ==
  
 
Google Analytics can help us track who is visiting Middlebury’s site and how they are getting there. It shows us what keywords people are using to find us, what percentage of visitors are new or returning, what geographical location they are coming from, what page they are entering our site on and what page they exit from, how many pages they view, what the bounce rate is for different pages, and so much more!
 
Google Analytics can help us track who is visiting Middlebury’s site and how they are getting there. It shows us what keywords people are using to find us, what percentage of visitors are new or returning, what geographical location they are coming from, what page they are entering our site on and what page they exit from, how many pages they view, what the bounce rate is for different pages, and so much more!
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== Sharing Customizations ==
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 +
You can share the reports and custom segments you create with colleagues. These steps also work if you need to move the customizations you've made to a new account.
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 +
=== Custom Reports ===
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# Log in to Google Analytics using the account that has the items you wish to share or move.
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# Click the '''Customization''' link at the top of the page.
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# Each of your custom reports will be listed in the middle of the page. From the '''Actions''' drop down on the right, select '''Share'''.
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# Click '''Share template link''' and then click the '''Share''' button.
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# Copy the URL and paste it into a document or email.
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# Repeat steps 3-5 for each report.
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# Send the links to a colleague to share them or log out of Google Analytics and log back in with your other account.
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# Either you, in your new account, or your colleague can now click on each link and then '''Save''' the report to add it as a custom report on that account.
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=== Custom Segments ===
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# Log in to Google Analytics using the account that has the items you wish to share or move.
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# Click the '''Reporting''' link at the top of the page.
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# Click on the '''All Sessions''' tab in the middle of the page.
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# Click on the '''Share segments''' button.
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# Click the checkbox next to each segment you wish to share and then click the '''Share''' button.
 +
# Click '''Share template link''' and then click the '''Share''' button.
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# Copy the URL and paste it into a document or email.
 +
# Send the links to a colleague to share them or log out of Google Analytics and log back in with your other account.
 +
# Either you, in your new account, or your colleague can now click on each link and then '''Save''' the report to add it as a custom report on that account.
  
 
= Basic Terminology =
 
= Basic Terminology =
  
*'''Visits & Pageviews'''
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* '''Pageviews''': An instance of a page being loaded by a browser. The Pageviews metric is the total number of pages viewed; repeated views of a single page are also counted.
**''Visit or Session:'' A visit is a period of interaction between a visitor's browser and a website, ending when the browser is closed or shut down, or when the user has been inactive on that site for a specified period of time. For the purpose of Google Analytics reports, a session is considered to have ended if the user has been inactive on the site for 30 minutes.
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* '''Visits''': A group of interactions that take place on your website within a given time frame. For example a single visit can contain multiple pageviews. Visits end after 30 minutes of inactivity or at midnight.
**''Pageview:'' A pageview is any instance of a page being loaded by a web browser.
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* '''Bounce Rate''': The percentage of visits that go to only one page before exiting a site.
*'''Uniques (visits/pageviews/visitors)'''
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* '''Exit Rate''': The percentage of pageviews for which this was the last page in the visit.
**''Unique Pageviews/Unique Views:'' A unique pageview, as seen in the Top Content report, aggregates pageviews that are generated by the same user during the same session. A unique view represents the number of sessions during which a particular page was viewed one or more times.
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* '''Direct Traffic''': Visits to your page that originate from someone typing the URL into their browser directly, a bookmark, or a GO shortcut.
**''Unique Visitors (or Absolute Unique Visitors):'' The term Unique Visitors represents the number of unduplicated (counted only once) visitors to your website over the course of the specified time period. Google Analytics determines Unique Visitors by using cookies.
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* '''Referral Traffic''': Visitors to your page that originate from someone clicking a link on another domain.
*'''Sources & Referrers'''
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**''Source:'' The source is the origin of a referral visit. Examples of sources are the Google search engine, the name of a newsletter, or the name of a referring website. A Referring Source is the exact URL of an HTML page that sends visitors to a site by means of a hyperlink.
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= Middlebury's GA Configuration =
**''Referrer:'' A referrer is the exact URL of a web page that refers visitors to a website.
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*'''Bounce Rate'''
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== Domains ==
**''Bounce Rate:'' Bounce rate is the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page.
 
*'''Keywords & Search Terms'''
 
**''Keywords:'' A keyword is a word searched for using an external search engine.
 
**''Search Terms:'' A search term is a word searched for using our internal site search.
 
*'''Goals & Funnels'''
 
**''Goals:'' A goal is a website page that represents a conversion for your site. Examples could be the nav link on the Admissions site to request information or the nav link to apply to Middlebury.
 
**''Funnels:'' A funnel represents the path that you expect visitors to take on their way to converting to the goal. Defining these pages allows you to see how frequently visitors abandon goals, and where they go.
 
  
= Google Analytics Reports =
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* UA-993303-1 is the tracking code used for .middlebury.edu
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* UA-1271601-8 is the tracking code used for .miis.edu
  
Google Analytics offers a wide variety of reports which are based on website usage data. There are five areas to start with.
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== Internal vs. External ==
  
Top Content
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The Middlebury tracking code has three profiles:
  
This is top content
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* middlebury.edu (all)
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* middlebury.edu (internal)
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* middlebury.edu (external)
  
Content Drill Down
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Internal traffic is defined as follows:
  
This is drilldown
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* Anyone connected to a wall jack on the Middlebury campus, including Bread Loaf and the Snow Bowl.
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* Anyone connected to an authenticated wireless network on the Middlebury campus, such as '''MiddleburyCollege''' or '''midd_secure'''.
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* Anyone connected using the Middlebury [[VPN]] service.
  
Sources
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This excludes traffic from the MIIS campus and unauthenticated wireless traffic on the Middlebury campus, which are considered "external" for the purposes of our web analytics.
  
This is sources
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== Custom Segments ==
  
Keywords & Search Terms
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The Middlebury and MIIS tracking codes include all web services on those domains. This means that a request to "/academics" in your Middlebury report may be "www.middlebury.edu/academics", but might also be "sites.middlebury.edu/academics". To distinguish this in your reporting, you should set up a custom segment to scope your report to the particular host and page group you're interested in.
  
This is keywords and search terms
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# Click on '''+ Add Segment''', the gray box to the right of the '''All Sessions''' box.
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# Click on the '''+ NEW SEGMENT''' red button.
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# Give it a name like "[Name of your office/department]".
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# Click on '''Conditions''' under '''Advanced''' on the left.
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# Choose '''Hostname''' from the green drop-down box.
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# Choose '''matches regex''' from the next drop-down box.
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# In the text field enter '''^www\.middlebury\.edu$''', replacing '''www''' with the name of your service's subdomain if you're interested in something other than the main site (e.g. mediawiki).
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# Click '''Add''' and then select '''Page''' from the drop-down box.
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# Choose '''starts with''' from the next drop-down box.
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# Enter the path to the main page of your site in the text field. The path is the part of your site URL following "edu". For example, the path to the library site is "/academics/lib".
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# Click the blue '''Save''' button.
  
= Go/GA =
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= Resources =
  
[http://go.middlebury.edu/ga Login for Google Analytics]
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* [https://drive.google.com/folderview?id=0B0NiGMjFiUVXdFh3VXNRbTRURUE&usp=sharing Middlebury Google Analytics Workshop Presentation and Slides]
*Dashboard description and overview; options to customize
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* [http://go.middlebury.edu/seoguide Google's Guide to Search Engine Optimization]
*Example report (embed image here)
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* [http://read-able.com Readability Test Tool]
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* [http://www.lynda.com/tutorial/61024?org=middlebury.edu Lynda.com Analytics Course]
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* [http://www.youtube.com/user/GoogleWebmasterHelp Google Webmaster Help Videos]
  
= Examples of uses =
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= Access =
  
'''Q. What’s the most-clicked link on the LIS homepage? The least-clicked link?'''<br>
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Anyone at Middlebury who wants to have access to our Google Analytics reports may [http://go.middlebury.edu/whd request access through the Helpdesk]. Our support for this platform is limited and consists only of creating your account and maintaining this documentation that describes the small amount Middlebury-specific changes we've made. If you require assistance with other aspects of the tool, you will need to search for solutions yourself.
Goal: determine whether or not our links are being located and used as expected<br>
 
<blockquote>'''A.''' Enter answer here ''<br> '' </blockquote>
 
  
'''Q. What could GA tell me about my LIS Wiki documentation page about [[WordPress MU]], especially relating to the videos I have embedded there?'''<br>
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== For ITS: Setting up Accounts ==
Goal: determine if people are watching the videos, see how long people are staying on the page, where they’re clicking and whether or not we could reorganize it.<br>
 
<blockquote>'''A.''' Enter answer here ''<br> '' </blockquote>
 
  
'''Q. On the library site, are people clicking on the Quick links to drop-down menus? Do they do this with any greater frequency than how often they click on navigation links or breadcrumb links?'''<br>
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To grant someone access to our Google Analytics reports:
Goal: Are the Quick links to menus working as intended or could we find a better use for the space?<br>
 
<blockquote>'''A.''' Enter answer here ''<br> '' </blockquote>
 
  
'''Q. On the library site, how often are page visitors using the Quick search search box for the various resource types listed there (MICAT, Articles, Journals, Reserves, Videos)?'''<br>
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# Log in to http://www.google.com/analytics
Goal: determine if the resources listed there are appropriate, if we should make the tabs on the search box larger or change it in other ways to make sure it is being noticed, etc.<br>
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# Click on '''Admin''' in the gray bar at the top of the page.
<blockquote>'''A.''' Enter answer here ''<br> '' </blockquote>
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# In the '''Account''' column on the left, click '''User Management'''
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# Enter the person's middlebury.edu email address in the '''Add permissions for''' box, select '''Read & Analyze''' as the permission level, check the '''Notify this user by email''' checkbox and click ''Add'''.
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# Search of the person's middlebury.edu email in the box with the magnifying glass at the top right.
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# Click on the person's middlebury.edu email address.
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# In the '''Base permissions for Account, all Properties, and all Views''' dropdown, uncheck all the options so that it says '''None'''.
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# Scroll down the list of hosts to '''http://www.middlebury.edu''' and click the '''+''' on the gray folder to expand this option.
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# In the '''middlebury.edu (all)''', '''middlebury.edu (external)''', and '''middlebury.edu (internal)''' sections, select '''Collaborate''' from the drop-down menu.
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# Click '''Save'''
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# Notify the person by adding a note to their ticket in Web Helpdesk and link them to this page in MediaWiki. Here is a template that can be used in the ticket response:
  
= Workshops =
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<pre>You now have access to Google Analytics reports for Middlebury and should have received an email from that service. You can log in using your Middlebury username and password.
  
'''Q. Can I schedule a training workshop? How can I get help with this, etc.?'''<br>
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More information about setting up Google Analytics at Middlebury is available here:
<blockquote>'''A.''' Enter answers here </blockquote>
 
  
= More information =
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[code]http://mediawiki.middlebury.edu/wiki/LIS/Google_Analytics[/code]</pre>
Creating "advanced segments" to analyze pages outside of Drupal (wiki, blogs, etc): [http://blogs.middlebury.edu/lis/2012/01/06/update-on-yesterdays-google-analytics-update/ Instructions] from an LIS blog post
 
  
 
[[Category:Analytics]]
 
[[Category:Analytics]]

Latest revision as of 12:52, 25 January 2016

About Google Analytics

What is Google Analytics?

Google Analytics is a free service provided by Google which collects information about a website’s usage trends. Google Analytics shows you how people find your site, how they explore it, and how you can enhance their visitor experience. With this information, you can improve your website!

How does Google Analytics work?

Google Analytics uses a first-party cookie and JavaScript code embedded in web pages to collect information about visitors and to track website usage trends. Google Analytics anonymously tracks how visitors interact with a website, including where they come from, what they do on the site, and also whether or not they completed any of the site's conversion goals.

How can Google Analytics help Middlebury?

Google Analytics can help us track who is visiting Middlebury’s site and how they are getting there. It shows us what keywords people are using to find us, what percentage of visitors are new or returning, what geographical location they are coming from, what page they are entering our site on and what page they exit from, how many pages they view, what the bounce rate is for different pages, and so much more!

Sharing Customizations

You can share the reports and custom segments you create with colleagues. These steps also work if you need to move the customizations you've made to a new account.

Custom Reports

  1. Log in to Google Analytics using the account that has the items you wish to share or move.
  2. Click the Customization link at the top of the page.
  3. Each of your custom reports will be listed in the middle of the page. From the Actions drop down on the right, select Share.
  4. Click Share template link and then click the Share button.
  5. Copy the URL and paste it into a document or email.
  6. Repeat steps 3-5 for each report.
  7. Send the links to a colleague to share them or log out of Google Analytics and log back in with your other account.
  8. Either you, in your new account, or your colleague can now click on each link and then Save the report to add it as a custom report on that account.

Custom Segments

  1. Log in to Google Analytics using the account that has the items you wish to share or move.
  2. Click the Reporting link at the top of the page.
  3. Click on the All Sessions tab in the middle of the page.
  4. Click on the Share segments button.
  5. Click the checkbox next to each segment you wish to share and then click the Share button.
  6. Click Share template link and then click the Share button.
  7. Copy the URL and paste it into a document or email.
  8. Send the links to a colleague to share them or log out of Google Analytics and log back in with your other account.
  9. Either you, in your new account, or your colleague can now click on each link and then Save the report to add it as a custom report on that account.

Basic Terminology

  • Pageviews: An instance of a page being loaded by a browser. The Pageviews metric is the total number of pages viewed; repeated views of a single page are also counted.
  • Visits: A group of interactions that take place on your website within a given time frame. For example a single visit can contain multiple pageviews. Visits end after 30 minutes of inactivity or at midnight.
  • Bounce Rate: The percentage of visits that go to only one page before exiting a site.
  • Exit Rate: The percentage of pageviews for which this was the last page in the visit.
  • Direct Traffic: Visits to your page that originate from someone typing the URL into their browser directly, a bookmark, or a GO shortcut.
  • Referral Traffic: Visitors to your page that originate from someone clicking a link on another domain.

Middlebury's GA Configuration

Domains

  • UA-993303-1 is the tracking code used for .middlebury.edu
  • UA-1271601-8 is the tracking code used for .miis.edu

Internal vs. External

The Middlebury tracking code has three profiles:

  • middlebury.edu (all)
  • middlebury.edu (internal)
  • middlebury.edu (external)

Internal traffic is defined as follows:

  • Anyone connected to a wall jack on the Middlebury campus, including Bread Loaf and the Snow Bowl.
  • Anyone connected to an authenticated wireless network on the Middlebury campus, such as MiddleburyCollege or midd_secure.
  • Anyone connected using the Middlebury VPN service.

This excludes traffic from the MIIS campus and unauthenticated wireless traffic on the Middlebury campus, which are considered "external" for the purposes of our web analytics.

Custom Segments

The Middlebury and MIIS tracking codes include all web services on those domains. This means that a request to "/academics" in your Middlebury report may be "www.middlebury.edu/academics", but might also be "sites.middlebury.edu/academics". To distinguish this in your reporting, you should set up a custom segment to scope your report to the particular host and page group you're interested in.

  1. Click on + Add Segment, the gray box to the right of the All Sessions box.
  2. Click on the + NEW SEGMENT red button.
  3. Give it a name like "[Name of your office/department]".
  4. Click on Conditions under Advanced on the left.
  5. Choose Hostname from the green drop-down box.
  6. Choose matches regex from the next drop-down box.
  7. In the text field enter ^www\.middlebury\.edu$, replacing www with the name of your service's subdomain if you're interested in something other than the main site (e.g. mediawiki).
  8. Click Add and then select Page from the drop-down box.
  9. Choose starts with from the next drop-down box.
  10. Enter the path to the main page of your site in the text field. The path is the part of your site URL following "edu". For example, the path to the library site is "/academics/lib".
  11. Click the blue Save button.

Resources

Access

Anyone at Middlebury who wants to have access to our Google Analytics reports may request access through the Helpdesk. Our support for this platform is limited and consists only of creating your account and maintaining this documentation that describes the small amount Middlebury-specific changes we've made. If you require assistance with other aspects of the tool, you will need to search for solutions yourself.

For ITS: Setting up Accounts

To grant someone access to our Google Analytics reports:

  1. Log in to http://www.google.com/analytics
  2. Click on Admin in the gray bar at the top of the page.
  3. In the Account column on the left, click User Management
  4. Enter the person's middlebury.edu email address in the Add permissions for' box, select Read & Analyze as the permission level, check the Notify this user by email checkbox and click Add.
  5. Search of the person's middlebury.edu email in the box with the magnifying glass at the top right.
  6. Click on the person's middlebury.edu email address.
  7. In the Base permissions for Account, all Properties, and all Views dropdown, uncheck all the options so that it says None.
  8. Scroll down the list of hosts to http://www.middlebury.edu and click the + on the gray folder to expand this option.
  9. In the middlebury.edu (all), middlebury.edu (external), and middlebury.edu (internal) sections, select Collaborate from the drop-down menu.
  10. Click Save
  11. Notify the person by adding a note to their ticket in Web Helpdesk and link them to this page in MediaWiki. Here is a template that can be used in the ticket response:
You now have access to Google Analytics reports for Middlebury and should have received an email from that service. You can log in using your Middlebury username and password.

More information about setting up Google Analytics at Middlebury is available here:

[code]http://mediawiki.middlebury.edu/wiki/LIS/Google_Analytics[/code]
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