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GoogleAnalytics 101+201
What Is Google Analytics?
Interpreting Reports: Making Sense Of The Data
Social Media Reporting: See The Value Of Social M...
GOOGLE ANALYTICS OVERVIEW
GoogleAnalyticsOverview
Google Analytics shows you how visitors actually find and use your site, so you'll
be able to
See h...
HowGoogleAnalyticsWorks
User loads
page
GA Code fires
and passes
data
Google
processes
data into
reports
You view
reports
INTERPRETING REPORTS
Visitors::Visits::Pageviews
A single visitor may have multiple visits
to your website
Each visit is made up of one or more...
ContentBreakdown
New User accesses your home page:
1 Visitor
1 Visit
1 Pageview
1 Unique Pageview
The same User access 3 m...
ReportInterface
4 Main Navigation Categories
ReportStructure
Audience (Visitors) - who are they?
Visitor information such as loyalty, loca...
SessionMetrics
Visits (Sessions)
A series of pageviews between one browser and your website.
Google Analytics visits expir...
ContentMetrics
Pageviews
A pageview is counted every time a page on your website loads
Unique Pageviews
The number of visi...
ContentDimensions
Pages
Page: the URL of each page as it is viewed on your website
Page Title: The document title of each ...
Dimensions:TrafficSources
Source
The domain (e.g. google.com) of the source referring a visitor to your website
Medium
The...
Real-TimeReporting
Google will now show analytics data with a ~1 second delay
Accessible from the Home tab
Great for monit...
Real-TimeReporting
SOCIAL MEDIA REPORTING
SocialMediaReports
Google’s integrated report shows you the impact of social media on your site
Incoming traffic sources
Sh...
Shows all social media networks sending traffic to your site
SocialMediaReports–Network
Referrals
Clicking shows pages from...
Shows conversions by network – dollar value for ecommerce
SocialMediaReports-
Conversions
Assisted vs. Last Interaction: d...
Shows all pages on your site shared using social media plug-in buttons
SocialMediaReports–Plug-Ins
Social Entity tab shows...
ADVANCED REPORTING
Apply a dimension to reporting in any report
Segmentation
Lets you see metrics in content
Works at a visit level
I.E., “in...
Sampling
Large datasets and datasets over a significant period of time may take longer
to process
You can control the proce...
SiteSpeedReporting
Report provides technical details for page load,
domain lookup, connection speed, etc.
Will also show t...
Multi-ChannelFunnels
Shows you the paths users took to a conversion
Lets you see what channels may have assisted a convers...
AssistedConversions
Shows you if a conversion was direct or last click or if it was part of the process
User -> Paid Searc...
GOALS AND FUNNELS
GoalTypesAndNotes
URL Destination
Goal is a page on the site
Only goal that can be funneled
In the funnel, setting the firs...
A series of pages through which a visitor must pass before reaching the
conversion goal
WhatIsAFunnel?
A funnel allows you...
FunnelReporting-Basic
Entering the Funnel Leaving the Funnel
Defined Goal
Conversion
FunnelReporting-Advanced
Graphically shows where users are going in your funnel
Can use advanced segments
Can start with m...
ECOMMERCE REPORTING
EcommerceReports
Google Analytics can report on transactions if properly coded
This allows you to see the following:
Total...
Product Report
EcommerceReports
Individual Transaction
EcommerceReports
Caveats:
Ecommerce will only report what it is told
It is NOT a CRM or accounting system
It performs no m...
IMPLEMENTATION AND GOOGLE
TAG MANAGER
HowGoogleAnalyticsWorks
User loads
page
GA Code fires
and passes
data
Google
processes
data into
reports
You view
reports
GoogleTagManager
Implement tagging with just one line of code on every page
Tags are set up in a Web-based form
Events are...
<!-- Google Tag Manager -->
<noscript><iframe src="//www.googletagmanager.com/ns.html?id=GTM-XXXX"
height="0" width="0" st...
MobileSitesAndApps
Mobile sites function the same as standard Websites - standard tagging applies
May want to track specifi...
ChangingVersions
Generally a change in Google Analytics functionality will change how we send
data into the system
SDK’s, ...
COMMON CLIENT REQUESTS
_gaq.push(['_addTrans',
   '1234',           // transaction ID - required
   'Womens Apparel', // affiliation or store nam...
UpgradingVersions
Google has had several iterations
Started as Urchin
Was synchronous, then asynchronous
Moving to Univers...
Q & A
OtherResources
Google Conversion University (GA Training):
http://www.google.com/intl/en/analytics/iq.html?&rd=2
Google An...
ThankYou
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Google Analytics 101

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Just what is this Google Analytics? Why should I use it? How do I implement it?

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Transcript of "Google Analytics 101"

  1. 1. GoogleAnalytics 101+201
  2. 2. What Is Google Analytics? Interpreting Reports: Making Sense Of The Data Social Media Reporting: See The Value Of Social Media On Your Site Advanced Reporting Goals And Funnels: Measuring Success Ecommerce Reporting: Where The Money Comes From Implementation And Google Tag Manager Common Client Requests Q&A Other Resources Agenda
  3. 3. GOOGLE ANALYTICS OVERVIEW
  4. 4. GoogleAnalyticsOverview Google Analytics shows you how visitors actually find and use your site, so you'll be able to See how users find your site See what users use on your site Make informed site design and content decisions Improve your site to convert more visitors into customers Track the performance of your keywords, banner ads, and other marketing campaigns Track metrics such as revenue, average order value, and ecommerce conversion rates Track events of any type, including offsite links and interactions with dynamic content
  5. 5. HowGoogleAnalyticsWorks User loads page GA Code fires and passes data Google processes data into reports You view reports
  6. 6. INTERPRETING REPORTS
  7. 7. Visitors::Visits::Pageviews A single visitor may have multiple visits to your website Each visit is made up of one or more pageviews A visitor is uniquely identified by a Google Analytics cookie which assigns a random visitor ID to the user’s browser A single visitor may have multiple visits to your website Each visit is made up of one or more pageviews
  8. 8. ContentBreakdown New User accesses your home page: 1 Visitor 1 Visit 1 Pageview 1 Unique Pageview The same User access 3 more pages and home again 1 Visitor 1 Visit 5 Pageviews 4 Unique Pageviews The same User leaves, comes back tomorrow, access home and 2 new pages 1 Visitor 2 Visits 3 Pageviews 3 Unique Pageviews
  9. 9. ReportInterface
  10. 10. 4 Main Navigation Categories ReportStructure Audience (Visitors) - who are they? Visitor information such as loyalty, location, and browser types, mobile devices Acquision (Traffic Sources) - how did they get here? Organic search keywords, referring sites, campaigns, social AdWords Behavior (Content) - what did they do here? Pages Viewed by URL & Title Events and Site Search Conversions (Goals/Ecommerce) - did they complete any KPIs? Conversion rates and funnels, Revenue sources, product-specific information, ROI
  11. 11. SessionMetrics Visits (Sessions) A series of pageviews between one browser and your website. Google Analytics visits expire after 30 minutes of inactivity or when the browser window is closed Pages per Visit The average number of pages viewed during a visit to your site. Repeated views of a single page are counted. Average Time on Site The average duration of visits to your site. Calculated by the difference in time between the first and last pageview. You MUST have at least 2 interactions to generate time on site metrics. % New Visits The percentage of visits from browsers who had never visited your site before.
  12. 12. ContentMetrics Pageviews A pageview is counted every time a page on your website loads Unique Pageviews The number of visits during which one or more of these pages was viewed Average Time on Page The average amount of time visitors spent viewing a page Bounce Rate The percentage of entrances to a page that immediately left the site without viewing a second page. % Exit The percentage of pageviews that were the last pageview in a session
  13. 13. ContentDimensions Pages Page: the URL of each page as it is viewed on your website Page Title: The document title of each page. This is typically also displayed on the title bar of your browser window, on your computer’s task bar, and also as the first line of organic search result listings. Landing Page The first page viewed during a visit Exit Page The last page viewed during a visit
  14. 14. Dimensions:TrafficSources Source The domain (e.g. google.com) of the source referring a visitor to your website Medium The type of referral (e.g. organic) to your website Keyword The keyword used by a visitor to reach your website (for search) Campaign The names of your online marketing campaigns Ad Content The first line of text for your AdWords ads/what you set as ad content in tagged campaigns
  15. 15. Real-TimeReporting Google will now show analytics data with a ~1 second delay Accessible from the Home tab Great for monitoring campaign launches Warnings: Reports do not provide ecommerce information Reports obey profile filters - may not see your own visits if you are filtering your IP
  16. 16. Real-TimeReporting
  17. 17. SOCIAL MEDIA REPORTING
  18. 18. SocialMediaReports Google’s integrated report shows you the impact of social media on your site Incoming traffic sources Shared content Plug-ins used (like/share buttons) Conversions from social sources, including dollar amounts for ecommerce
  19. 19. Shows all social media networks sending traffic to your site SocialMediaReports–Network Referrals Clicking shows pages from your site shared on that network
  20. 20. Shows conversions by network – dollar value for ecommerce SocialMediaReports- Conversions Assisted vs. Last Interaction: did the traffic from the network directly drive the conversion or help along the way?
  21. 21. Shows all pages on your site shared using social media plug-in buttons SocialMediaReports–Plug-Ins Social Entity tab shows the pages actions took place on
  22. 22. ADVANCED REPORTING
  23. 23. Apply a dimension to reporting in any report Segmentation Lets you see metrics in content Works at a visit level I.E., “in my visit I did x/came from y” Can also be custom-built “See all returning visits from Washington” See what users who viewed a particular production did on the site
  24. 24. Sampling Large datasets and datasets over a significant period of time may take longer to process You can control the processing time vs. the data precision with the sampling slider Sampled data is statistically significant but not 100% complete 75% new visitors = this percentage is a real number 1,000 visitors = may be 1,075, may be 983. Note: some queries may always be sampled: Large datasets Data pulled over a large time range Data using advanced segments You can work with the slider and date range select to limit sampling if needed
  25. 25. SiteSpeedReporting Report provides technical details for page load, domain lookup, connection speed, etc. Will also show these stats by page. Performance report buckets statistics on server and page response
  26. 26. Multi-ChannelFunnels Shows you the paths users took to a conversion Lets you see what channels may have assisted a conversion Helps you see how channels work together
  27. 27. AssistedConversions Shows you if a conversion was direct or last click or if it was part of the process User -> Paid Search -> Convert = last click/direct User -> Facebook -> Organic Search -> Convert Last Click: Organic Search Assisted: Facebook Shows actual dollar amounts with ecommerce Lookback window lets you set how many days prior for assisted conversions
  28. 28. GOALS AND FUNNELS
  29. 29. GoalTypesAndNotes URL Destination Goal is a page on the site Only goal that can be funneled In the funnel, setting the first step as required will ONLY count visitors if they start there Not selecting a required step will count ALL goal completions even if they didn’t enter at the top of the funnel Time on Site and Pages/Visit Metric-based goals Event Match an event’s category, action or label
  30. 30. A series of pages through which a visitor must pass before reaching the conversion goal WhatIsAFunnel? A funnel allows you to: Examine where visitors enter and exit your conversion process Eliminate bottlenecks in your process Identify which site paths lead to the most goal completions Use your findings to test changes to your site Your Visitors Your Customers
  31. 31. FunnelReporting-Basic Entering the Funnel Leaving the Funnel Defined Goal Conversion
  32. 32. FunnelReporting-Advanced Graphically shows where users are going in your funnel Can use advanced segments Can start with many different dimensions Can show path based on a single data point
  33. 33. ECOMMERCE REPORTING
  34. 34. EcommerceReports Google Analytics can report on transactions if properly coded This allows you to see the following: Total transactions and revenue Transactions and revenue by source Products sold Individual transactions Transaction data can also be tied back to other reports as well
  35. 35. Product Report EcommerceReports Individual Transaction
  36. 36. EcommerceReports Caveats: Ecommerce will only report what it is told It is NOT a CRM or accounting system It performs no math on its own eCommerce requires integration to the client’s cart system
  37. 37. IMPLEMENTATION AND GOOGLE TAG MANAGER
  38. 38. HowGoogleAnalyticsWorks User loads page GA Code fires and passes data Google processes data into reports You view reports
  39. 39. GoogleTagManager Implement tagging with just one line of code on every page Tags are set up in a Web-based form Events are pushed to a data layer, accessible by all tags Future-proof updating: can update tagging without having to touch the site Preferred way of implementing GA code going forward
  40. 40. <!-- Google Tag Manager --> <noscript><iframe src="//www.googletagmanager.com/ns.html?id=GTM-XXXX" height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript> <script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start': new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0], j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src= '//www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f); })(window,document,'script','dataLayer','GTM-XXXX');</script> <!-- End Google Tag Manager --> Data Layer Events: dataLayer.push({’name’:parameter,’name2’:parameter,’event’:’eventname'}) GoogleTagManager
  41. 41. MobileSitesAndApps Mobile sites function the same as standard Websites - standard tagging applies May want to track specific events: accordions, device orientation Mobile apps require a SDK SDKs are available for iOS and Android; can be modified for Windows 8 apps SDKs handle some level of auto-tracking Otherwise pass events and pageviews per the SDK: iOS: [tracker send:[[GAIDictionaryBuilder createEventWithCategory:@"ui_action",     // Event category (required)                                                   withAction:@"button_press",  // Event action (required)                                                    withLabel:@"play_button",   // Event label                                                    withValue:nil] build]];     // Event value Android: easyTracker.send(MapBuilder       .createEvent("ui_action",     // Event category (required)                    "button_press",  // Event action (required)                    "play_button",   // Event label                    null)            // Event value  .build()
  42. 42. ChangingVersions Generally a change in Google Analytics functionality will change how we send data into the system SDK’s, JS function calls change We may load a different version of the analytics script (i.e., urchin.js -> ga.js -> analytics.js) Google will usually accept data from older methods for some period of time Eventually they (say) they will deprecate older methods Changing methods means changing the basic implementation and any advanced tracking Events, ecommerce, social sharing This work is much easier with Tag Manager Data exists in the data layer and can be read with any method
  43. 43. COMMON CLIENT REQUESTS
  44. 44. _gaq.push(['_addTrans',    '1234',           // transaction ID - required    'Womens Apparel', // affiliation or store name    '28.28',          // total - required    '1.29',           // tax    '15.00',          // shipping    'San Jose',       // city    'California',     // state or province    'USA'             // country ]); _gaq.push(['_addItem',    '1234',           // transaction ID    'DD44',           // SKU/code - required    'T-Shirt',        // product name    'Olive Medium',   // category or variation    '11.99',          // unit price - required    '1'               // quantity - required ]); _gaq.push(['_trackTrans']); EcommerceTracking Google doesn’t track ecommerce natively Requires integration with the client’s cart system Uses _gaq.push functions or specific data layer variables <script> dataLayer = [{ 'transactionId': '1234', 'transactionAffiliation': 'Acme Clothing', 'transactionTotal': '11.99', 'transactionTax': '1.29', 'transactionShipping': '5', 'transactionProducts': [{ 'sku': 'DD44', 'name': 'T-Shirt', 'category': 'Apparel', 'price': '11.99', 'quantity': '1' },{ 'sku': 'AA1243544', 'name': 'Socks', 'category': 'Apparel', 'price': '9.99', 'quantity': '2' }] }]; </script>
  45. 45. UpgradingVersions Google has had several iterations Started as Urchin Was synchronous, then asynchronous Moving to Universal Analytics Each type has its own method to send data to GA: urchinTracker -> pageTracker. -> _gaq.push -> ga('send’); Upgrades involve changing the pageview tracking method and upgrading any event and/or eCommerce tracking May be a good time to migrate to Tag Manager
  46. 46. Q & A
  47. 47. OtherResources Google Conversion University (GA Training): http://www.google.com/intl/en/analytics/iq.html?&rd=2 Google Analytics Help Center: http://support.google.com/analytics/?hl=en Google Analytics Forums: http://productforums.google.com/forum/#!forum/analytics Google Analytics Blog (best source for updates): http://analytics.blogspot.com/ SDKs and other code: https://developers.google.com/analytics/devguides/collection/ Many books and other Websites also exist
  48. 48. ThankYou
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