Google Analytics 101 - Francis Skipper


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  • GA's approach is to show high-level, dashboard-type data for the casual user, and more in-depth data further into the report set. Through the use of GA analysis, poor performing pages can be identified using techniques such as funnel visualization, where visitors came from (referrers), how long they stayed and their geographical position. It also provides more advanced features, including custom visitor segmentation.
  • Include the Analytics tracking ID and code in your website or mobile app to collect and send usage data to your Analytics account. You can track multiple properties in the same account, but every property must be set up individually. Follow a different process to set up web tracking and toset up mobile app tracking.
  • Adwords IntegrationIntegrated with AdWords, users can now review online campaigns by tracking landing page quality and conversions (goals). Goals might include sales, lead generation, viewing a specific page, or downloading a particular file. These can also be monetized. By using GA, marketers can determine which ads are performing, and which are not, providing the information to optimise or cull campaigns.
  • Intro to 451 Marketing
  • Google Analytics 101 - Francis Skipper

    1. 1. Google Analytics 101
    2. 2. #451Webinar Francis Skipper VP of Digital Marketing 617-259-1605 @fskip
    3. 3. 81.5% 4.1% 5.4%Launched in 2005 Market Share Used by 55.8% of All Sites
    4. 4. Free* service offered by Google that generates detailed statistics about the visitors to a website
    5. 5. Free:• Up to 50 Profiles• Less than 5MM page views
    6. 6. Google Analytics is implemented by the Google Analytics Tracking Code (GATC).This piece of JavaScript JavaScript code is added by the user onto every page ofhis or her website.
    7. 7. GA Dashboard
    8. 8. Getting StartedSetting Up Your Account
    9. 9. Creating An Account
    10. 10. Creating An Account
    11. 11. Creating An Account
    12. 12. Set Up Your Tracking Code
    13. 13. Set Up Your Tracking Code
    14. 14. Set Up Your Tracking Code
    15. 15. Set Up Your Tracking CodeWithin header or footer –all pages on site
    16. 16. Getting StartedWhat Can I Measure?
    17. 17. Total Traffic
    18. 18. Total Traffic
    19. 19. AdWords/Ecommerce
    20. 20. Referrals
    21. 21. Referrals
    22. 22. Branded & Non-branded Keyword Referrals
    23. 23. Time on Site
    24. 24. Page Views
    25. 25. Geography
    26. 26. Geography
    27. 27. Visitors Flow
    28. 28. Content Experiments
    29. 29. Goalsaka Conversions
    30. 30. Destination
    31. 31. Visit DurationVisits that lasts a specific amount of time or longer. You could use this Goal to determine how many visitors stay longer than two minutes on a shopping page or screen.
    32. 32. Pages/VisitA visitor views a specific number of pages or screens in a visit. Use this type of goal when youwant to track the visitors that view a minimum of 3 pages, for example.
    33. 33. Events
    34. 34. Reports
    35. 35. Setting the Active Date RangeUse the calendar to set your active date range
    36. 36. Setting Comparison Date RangeUse the calendar to compare date ranges
    37. 37. Setting Comparison Date Range
    38. 38. Graphing by Day, Week, and MonthChange the “Graph by” selection to display data by day, week, ormonth
    39. 39. Attach NotesYou can attach notes to specific dates
    40. 40. MetricsA metric is a measurement
    41. 41. Graphing a MetricClick a metric in the scorecard to graph it
    42. 42. Graphing Two MetricsYou can also compare two metrics over time
    43. 43. Graphing Two Metrics
    44. 44. Site Usage, Goal Set, and Ecommerce TabsUse tabs to toggle between different kind of metrics
    45. 45. DimensionsDimensions describe attributes:• City or region where visit originated• Source that referred visit – like Google• Browser Used for Visit
    46. 46. Dimensions and Report Tables
    47. 47. Dimensions and Report Tables
    48. 48. Multi-Channel Funnels
    49. 49. Multi-Channel Funnels
    50. 50. Top Conversion Paths
    51. 51. Social Value Social Value
    52. 52. • Free!• Used to track business metrics • overall traffic, referrals, and trends• Compare over time• Set up goals• Tracks Social• Use with ecommerce and AdWords
    53. 53. Questions?
    54. 54. Integrated Communications CampaignsThe experienced team at 451 Marketingspecializes in integrating publicrelations, social media, and searchmarketing tactics into dynamiccommunications campaigns.We work with brands to buildawareness, engage customers, and drivebusiness using custom, integratedcommunications campaigns.
    55. 55. – Founded in 2004– 30 Communications Professionals Based in Boston– Partners Nicholas Lowe, AJ Gerritson, and Tom Lee– Named a 2011 & 2012
    56. 56. Francis SkipperVP of Digital Marketing 617-259-1605 @fskip
    57. 57. Google Analytics 101
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