I spent part of my weekend trying to understand Google Analytics (GA) – mostly why GA shows such low engagement metrics for SlideShare. Every other measure tells us engagement is much higher. Finally I figured out the reason: we use a lot of AJAX and flash, and our media files are served from Amazon S3. So you can view a slideshow for half hour on Slideshare, you can comment, favorite and do many other activities. And none of them would get recorded on Google Analytics which is only recording page to page movement, and only for actions that happen on SlideShare.net (all the slide activity on Amazon S3 is not being captured!).
We started using GA recently and just did an out of box install. To give it credit, GA is very convenient, and rapidly becoming a standard for site statistics. But its out of the box install does not account for the way many modern websites work.
– Distributed Infrastructure: File serving from Amazon S3 is common
– Flash based for media files
– Lots of AJAX for on the page interaction
After spending time on the problem (including reading this book), we have figured out workarounds for most of the the issues. And while GA is flexible enough to accommodate us, it does not make it easy. Out of the box, it seems set up for old school HTML pages where you move from page to page, rather than mini-actions within page. Also, many of the options seem to be for ecommerce sites (tracking steps through an ecommerce funnel etc.) rather than for social (Web 2.0 to use a cliched term!) sites.