Hands On With Google Analytics Essentials
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This webinar was delivered on Dec 6 by Elena and Nina at Google to the Neil Squire Society and their network of disability partners, as well as to other nonprofits in Vancouver through NetSquared Vancouver. The accompanying webinar recording, hands-on workbook, and other resources can be found on Neil Squire Society's website: http://www.neilsquire.ca/latest-news/google-analytics-webinar/
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Hands On With Google Analytics Essentials
- 1. Hands on with Google Analytics
- 2. Materials Do you have everything you need?
- 3. Introductions Who are we and why are we here?
- 4. Agenda Evolution of Analytics The ABCs of Analytics Self-Paced Worksheets Tracking Goals with Analytics Session Recap
- 5. Count: How many? Analyze: What percentage? Measure: Does it matter? Evolution of Web Analytics
- 6. “It's more important to reach the people who count than to count the people you reach.
- 7. The ABCs of Analytics The left hand menu: demystified!
- 10. Where do our users live? What languages do they speak? Are they male? Are they female? How old are they? Are they on desktop? Mobile? What devices are they using? Audience Reports
- 11. How much of our traffic is coming from organic search? How much of our traffic is referred from other websites? How much traffic is social bringing in? Is it engaged traffic? How are our AdWords campaigns doing? Acquisitions Reports
- 12. What are our most popular pages? What are people searching for on my site? Is my site loading quickly enough? Where do people drop off and exit my site? Behavior Reports
- 13. How many people completed a goal? How did they find our website? What were they doing on the site before they completed the goal? Conversion Reports
- 14. There are always at least two ways to do everything Keep clicking to get deeper into the details Pay attention to how your data is being filtered Don't worry about breaking things When in doubt, go to Help Elena & Nina's Tips
- 15. Worksheet Time
- 16. Navigate to analytics.google.com In the upper right hand corner, click “Sign in” Sign in to Analytics If you can't sign in to your Analytics account, or if you don’t have enough data in your account, feel free to use the Google Analytics Demo Account. How to get there? Search “google analytics demo account” and click the first article that comes up.
- 17. KPI Worksheet What measurements are important to your organization?
- 18. Page Performance See how users flow through your site
- 19. Social Worksheet Let’s tackle this one as a group!
- 20. Did any of the answers to these questions surprise you? What’s one action you could take as a result of what you learned? Wrap-up Questions
- 21. Focus on Goals Measuring visits that are important to you
- 22. Lightning Round A few cool features to check out
- 28. Thank you!
Editor's Notes
- Welcome to the Google for Nonprofits webinar on Google Analytics.
- Everyone should have a worksheet packet with a KPI worksheet, Behavior and Goals worksheet, a Social worksheet and a Mobile worksheet. If you had time to print it out, that’s great, hopefully you’ll be able to follow along with the webinar and fill in some of the information for your organization. If you weren’t able to print it out, don’t worry, we’ll be demo-ing some of the sections of the worksheet and they can all be filled in later. ALSO, the deck will be available after the training, so don’t worry about taking copious notes.
- First, introductions.
- This is the agenda we’ll be going through today. We’ll continue to introduce the training, we’ll do a little Google Analytics warm up, where we’ll have you sign into the Analytics account and do some detective work, we’ll walk you through the different sections of reports available in Analytics and help you figure out which reports you're interested in digging into a bit more, and which reports might not be as important to you. If it’s difficult to do the worksheets and follow along with the webinar, just watch the demos and you can always do the worksheets later, as they’re pretty straightforward.
- We’d just like to take a couple minutes and go through a very brief history of web analytics, quickly recapping how we ended up where we are today. Early websites had “hit counters” to tally up the users who visited the site. And from this simple concept, “how many people have visited my website full of cat cartoons?” the entire business of web analytics evolved. From simply counting the number of page hits, Analytics programs began to measure entire user visits in the form of “sessions,” and provide statistics in ratios instead of counts. Something like “30% of people are reading cat cartoons on a mobile device” can give you an analysis of your user base instead of just raw numbers. Analytics programs today, such as Google Analytics, also take it one step further and give you the ability to determine the importance of certain visits. Not all visits are equally important. When we measure goals or other conversions in Analytics, we can see not only that a visit occurred, but that it mattered to your organization.
- As we work in the accounts today, I would urge you not to get hung up on why some reports are slightly different than other reports, or where this exact number came from. Instead we can draw some guidance from this quote. So, the measurement itself isn’t what we should agonize over; instead we should focus on what we can learn from those measurements.
- We’re going to walk through some of the basics and make sure everyone’s comfortable navigating the reports that are available in Analytics.
- I like to think of these reports as Who Where What and the money tab. Who’s coming to the site? Where did they come from? What did they do while they were on the site? And where’s that money?
- These are some of the questions you can find answers to in the Audience section. The geo reports, the demographic reports, or the mobile reports can be useful for building a better picture of who your users are.
- In the Acquisitions section (the “Where did they come from?” section), we can ask questions like this. If answers to these types of questions are interesting to you, you may want to dig into the different channels that are surfaced under “All Traffic.”
- So, enough lecturing, let’s do some hands-on Analytics work.
- Everyone will need to sign into their Analytics account at analytics.google.com. In the upper right hand corner you can click sign in. If there’s a reason you can’t or don’t want to use your own Analytics account for this warm up, you can always use the official Google Analytics demo account. To find that demo account, just make sure you're signed in to your Google account, then search for google analytics demo account. The first result will bring you to a help article. And halfway down that help article is the phrase “ACCESS DEMO ACCOUNT.”
- Since we’ve just covered the reports available in Google Analytics, it can be useful to spend some time thinking about which of these reports would be most beneficial to your nonprofit. KPIs, or key performance indicators, are measurements you can use to gauge performance. Something like “X new volunteers per month” or a donation goal, would be examples of this. We recommend taking a few minutes, after the Webinar, to fill out the KPI worksheet. This can help you start to focus your attention on the details and reports that are important to your nonprofit.
- We have separate worksheets for Mobile and Social analysis. We’re going to go through the Social worksheet together. We’ll practice digging into reports, comparing data across date ranges, and adding segments to your data. [Can use demo account] TIPS: Clicking on the entire month. How to measure engagement. For comparing date ranges - important to add context to data. Can do it through benchmarking within the industry or just comparing to own performance. Annotate graph.
- Pull up Tune Ups account to show where Goals are in the account. Talk through types of Goals. Set up a destination goal. TIP: For destination goals, only put in the part AFTER the .com or .org.
- Event tracking is like a more sophisticated goal, you can use it for important links within a website, if the goal doesn’t have a unique destination page (such as website.com/thankyou).
- Thank you so much to Neil Squire Society for setting up this webinar. And thanks to you guys for showing up!