Google Analytics


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Google Analytics presentation with Goal, Funnel, Filters.

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Google Analytics

  2. 2. GOOGLE ANALYTICS • DEFINITION: Digital Analytics is the analysis of qualitative and quantitative data from your business and your competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes, both offline and online
  3. 3. • TRADITIONAL LIFE CYCLE OF CUSTOMER 1. Awareness – creating awareness 2. Acquisition- Acquiring interest 3. Engagement – engaging potential customers 4. Conversion – sales 5. Retention – retaining customers
  4. 4. • INTERNET MARKETING With Digital Marketing, customers speed of engagement and conversion has dramatically increased thus making the traditional customer cycle obsolete. Thus we need to analyze the customer and not from which channel he is coming from ….
  5. 5. To analyze this digital explosion of data we need our Analytics program to be 1. Reliable 2. Easily Accessible 3. Holistic 4. Give Real Time analysis
  6. 6. • Quantitative Data 1. Size of your market 2. Geographic location of customer 3. Performance of your online marketing 4. What people do once they visit your website
  7. 7. • Now Google Analytics can trap information from 1. Mobile applications 2. Cloud connected point of sales systems 3. CRM systems 4. Video Game Systems and consoles 5. Home appliances
  8. 8. • QUALITATIVE DATA Focuses on WHY ? 1. Why customers came to your site ? 2. Were they able to complete their intended task ? 3. Why they were or not able to complete their task ?
  10. 10. • NEED TO MEASURE TWO TYPES OF CONVERSIONS 1. Macro Conversion – reaching final objective, like buying your product 2. Micro Conversion – does not buy your product but clicks on tab to receive gift coupons
  11. 11. • IMPROVING PROCESS 1. Measurement – how many people are completing your objectives. - Where along the way they are dropping off before completion
  12. 12. 2. Reports – package all data collected into a readable format so that the decision makers can study it and draw conclusions. 3. Analysis – finding out why sales objectives were or were not achieved. 4. Test – try out different solutions to improve performance 5. Improve- learn from this whole process and use this knowledge in future.
  13. 13. • CORE ANALYSIS TECHNIQUES 1. SEGMENTATION- helps to isolate and analysis sub sets of your data for deeper analysis. -which marketing channel is working best for you - Which traffic is driving most conversions-Traffic Source Report
  14. 14. YOU CAN SEGMENT DATA BY - Date and Time …. - Device…. - Marketing Channels… - Geography….. - Kind of customers, repeat or first time customers….
  15. 15. • CONTEXT - EXTERNAL CONTEXT – can compare your performance to industry standards - INTERNAL CONTEXT – compare you performance to historical performance of your company.
  16. 16. • CONVERSIONS AND CONVERSIONS ATTRIBUTION • MICRO AND MACRO CONVERSIONS • Micro Conversions – Indicators that leads to final sale/conversion • Macro Conversions – Final point of Sale/Conversion
  17. 17. • ATTRIBUTIONS - Assigning credit to the conversion. - Helps us to understand the “monetary value or importance of each marketing channel” 1. Last Click Attribution – full value of the transaction is given to the final channel. 2. First Click Attribution – full value is given to the first channel 3. Linear Attribution – all channels get equal importance
  18. 18. • CREATING MEASUREMENT PLANS 1. You first need - To understand goals and objectives of your business - Understand and decode analytically info - Implement and use Google Analytics program.
  19. 19. • BUILDING YOUR ANALYTICS INFRASTRUCTURE 1. Define your measurement plan 2. Document technical infrastructure 3. Create implementation plan 4. Implement 5. Maintain and refine
  20. 20. • 5 STEPS TO MEASUREMENT PLANNING 1. Document business objectives 2. Identify strategies and tactics 3. Choose Key Performance Indicators(KPI) 4. Choose Segments 5. Choose targets
  21. 21. • EXAMPLE 1. You have website plus stores where you sell eco friendly cotton bags. 2. You have also created a mobile app for selling these bags 3. You maintain a blog to give info and advantages of using eco friendly products.
  22. 22. BUSINESS OBJECTIVES : 1. To sell the bags 2. Help people understand the use of eco friendly products and why they should not use plastic bags
  23. 23. • FIRST STRATEGY – TO SELL BAGS Tactics – Sell online , Drive people to our stores, blog engagement. KPI – revenue, avg sale per customer(online sales) , store locator software, printing of coupons ( offline sales) , frequent and recent visits to blogs, how many liked the blog on social sites or recommended our blog on social sites.
  24. 24. • SEGEMENTS 1. Marketing channels- search , display , email and social 2. Customer type – new and returning customers 3. Geography – which stores are visited via online .
  25. 25. IMPLEMENTATION PLAN 1. Insert general tracking code 2. Business outcome – goals and conversions for ecommerce 3. Accurate data- filters and settings 4. Marketing channels- Campaign tracking and Adwords linking 5. Reporting – customized dashboards/reports
  27. 27. HOW GOOGLE ANALYTICS WORKS 1. Collection of Data 2. Configuration 3. Processing 4. Reporting
  28. 28. COLLECTION OF DATA Insert java script code in all pages of the website. - Collects urls visited, information from users browser(desktop/tablet/mobile, language etc.), referring source that got user to the site.
  29. 29. • One package of information collected by GA is called a hit or an interaction
  30. 30. MOBILES - For mobiles, instead of java script coding, GA uses a different coding system for tracking based on the operating system used - Instead of collecting data on each “pageview” , GA collects data after each “activity” defined. - Mobile “hits” from offline mobile devices are collected by GA and then despatched to servers when mobile is online.
  31. 31. Once data is collected, Processing of data occurs based on the configuration settings defined by the user , and finally the processed data in stored in the database for the perusal of the user.
  32. 32. KEY METRICS AND DIMENSIONS DEFINED 1. DIMENSIONS -Characteristics of users -their sessions - Their actions 2. METRICS -Quantative measurements of users, sessions and actions All reports contain dimensions and metrics
  33. 33. METRICS 1. Audience Metrics – e.g. no. of users visiting website/page , new users, returning visitors 2. Behaviour Metrics – e.g. pages/visit 3. Conversions – how many times visitor did something valuable on the website
  34. 34. Sessions or visits Sessions continue till the user stops interacting on the website GA gives maximum of 30 minutes per session, after that GA stops recording activity. Can extend sessions time out length in configuration settings For recording video views then you need to set events measurements.
  35. 35. SETTING UP YOUR ACCOUNT 1. Open a GA account 2. Copy the tracking code in the header section of all the pages of the website 3. Your website becomes one “property” 4. In your property set 3 views - Unfiltered view – no special settings or filters are added to the data - Master View – contains all your settings and filters - Test View – contains settings and filters that you may want to implement in the Master View
  36. 36. IMPORTANT !! 1. Once data is processed it cannot be reprocessed 2. Once a view is deleted it cannot be restored 3. New views start reporting data from date of creation
  37. 37. FILTERS Filters are applied to views to customize views that are suitable to your business needs. Filters can 1. Exclude data 2. Include data 3. Change data
  38. 38. GOALS Are based on conversions 1. Micro Conversions – activities that might lead up to eventual online sale. e.g. signing up for newsletter 2. Macro Conversions- activity that is the final goal ……e.g. making online purchase
  39. 39. Goals are configured at the View level , that means that we can have different goals for different views. 4 types of Goals 1. Destination – e.g. thanks.html 2. Duration – 5 minutes or more 3. Pages per visit 4. Event – playing a video
  40. 40. REPORTING 1. OVERVIEW 2. AUDIENCE REPORTS -understand user behavior using frequency and recency reports -access geographic data - View mobile data to your site - Access custom dimension data
  41. 41. ACQUISITION REPORT Which digital marketing channels are helping - Understand the different traffic sources to your site - Find and analyze your marketing campaigns
  42. 42. ADWORDS REPORTS Different from acquisition reports in 2 ways -shows information specific to Adwords and the campaign settings - Makes use of cost data imported from Adwords