Google Analytics Training 101

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Google Analytics Training 101

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Google Analytics Training 101

  1. 1. 1 #GoogleAnalytics101  @ivantage  with  @matt_trimmer Matt Trimmer Principal Consultant & Managing Director Slides: http://www.slideshare.net/ivantage WIFI: SSID: ITTRH Password: welcome1 Analytics 101: Introduction & User Training 1Thursday, 17 September 15
  2. 2. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 2 Training • Analytics 101: Introduction & User Training • Analytics 201: Advanced Analysis & Measurement • Analytics 202: Advanced Analysis & Measurement • Analytics 301: Advanced Tracking & Technical Implementations • AdWords 101: Introduction to Paid Search Management • AdWords 201: Building Profitable Paid Search Campaigns • AdWords 301: Advanced AdWords Optimisation Techniques • AdWords 302: Advanced AdWords Conversion Optimisation 2Thursday, 17 September 15
  3. 3. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 33 slideshare.net/ivantage 3Thursday, 17 September 15
  4. 4. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 4 Timings and housekeeping • Start 9:30 • Break 11:00-11:15 • Lunch 12:45-13:45 • Break 15:15-15:30 • Wrap-up 17:00 • Nearest fire exit • Toilets 4Thursday, 17 September 15
  5. 5. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 5 5Thursday, 17 September 15
  6. 6. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 6 6Thursday, 17 September 15
  7. 7. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 7 7Thursday, 17 September 15
  8. 8. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 8 8Thursday, 17 September 15
  9. 9. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 9 Being social • Say hello to your neighbour! • Google+ • https://plus.google.com/118368778596879435387/posts • LinkedIn • http://www.linkedin.com/in/matttrimmer • Twitter • #measure • #googleanalytics • @googleanalytics 9Thursday, 17 September 15
  10. 10. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 10 Introductions • First • Me (Matt Trimmer) & ivantage overview • In a moment • A little bit about you • Your name • Your role • Your organisation/department/site/site area • Your objectives for attending today 10Thursday, 17 September 15
  11. 11. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 11 Me • Founder, Principal Consultant and Managing Director of ivantage • Love the Internet, 23 years IT, technical experience, 14 years Internet • One of 15 Google Accredited Seminar Leaders Globally 11Thursday, 17 September 15
  12. 12. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 12 About ivantage • Internet marketing agency • Established in 2002 • Independent • 44th Ranked UK Agency according to New Media Age rankings 12Thursday, 17 September 15
  13. 13. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 13 Urchin and Google, March 28th 2005 • Urchin on Demand > Google Analytics • Priced at “Free” • Democratises web analytics • A tool to measure AdWords Return on Investment • Drive AdWords spend • Urchin Software > Urchin Software from Google 13Thursday, 17 September 15
  14. 14. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 14 Why would you not use Google Analytics? • Possible privacy/security concerns about data? • Web analytics data travels over Internet • Can be secured, however • Web analytics data is secured by policies and procedures • No data-sharing without consent • Except when required by US law • Ongoing investment in security • External and internal threats • Employee access controls • Policy enforcement • Auditing to check compliance • You do own your data • Realistically difficult to export • Lack of Service Level Agreement? 14Thursday, 17 September 15
  15. 15. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 15 Web analytics products from Google • Google Analytics • Google Analytics Premium • Same user interface • Designed for very busy websites • Google Analytics does have some processing limitations • Reduced sampling • Service Level Agreements • Collection, Processing & Reporting • Export large volumes of data • Urchin Software from Google • Discontinued on March 28th 2012 15Thursday, 17 September 15
  16. 16. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 16 Some early definitions for Google Analytics usage • Search Engine Marketing (SEM) • Paid search (cpc normally in Google Analytics) • Also known as ppc or pfp • Advertising • Organic search • Also know as known as Natural search • The process of improving organic search - SEO • Search Engine Optimisation • Relevancy • Structured search • Also known as paid inclusion • Google Shopping 16Thursday, 17 September 15
  17. 17. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 17 Introductions – your turn! • A little bit about you • Your name • Your role • Your organisation/department/site/site area • Your objectives for attending today 17Thursday, 17 September 15
  18. 18. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 18 Accessing Google Analytics • Exercise • Log in to Google Analytics • http://google.com/analytics or • Via Google Account or • Via Google Adwords 18Thursday, 17 September 15
  19. 19. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 19 Accessing Google Analytics • Key concept • Best not to share a log-in with colleagues! • Best not to use a generic team-based log in! • Security and confidentially issues • GA has “personal” features • Dashboards • Annotations • Shortcuts • Alerts • Segments • Custom reports • Scheduled emails • Channel groupings • Resources • http://ivantage.co.uk/blog/62-how-do-i-open-a-google-account 19Thursday, 17 September 15
  20. 20. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 20 Exploring the Google Analytics • Exercise and key concepts • Discover the structure of Google Analytics • Google Account • Google Analytics Account • UA-123 • Google Analytics Web Property • UA-123-1 • Google Analytics View (Profile) • Where your data is viewed 20Thursday, 17 September 15
  21. 21. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 21 How does GA measure visitors? • Key concept • JavaScript (not Java) page tagging • Known as the GATC • 1st Party Cookies • An image request to the Google Servers 21Thursday, 17 September 15
  22. 22. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 22 The GATC - your version? • Exercise and key concepts • Oldest to newest • To find • View source • Ghostery • Google Tag Assist ga('create', 'UA-XXXX-X', 'auto'); ga('send', 'pageview'); _gaq.push(['_setAccount', 'UA-XXXXX-X']); _gaq.push(['_trackPageview']); _uacct ="UA-xxxxx-x"; urchinTracker(); var pageTracker = _gat._getTracker("UA-xxxxxx-x"); pageTracker._trackPageview(); 22Thursday, 17 September 15
  23. 23. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 23 Universal Analytics? • Significant backend upgrade to Google Analytics • Will be forced to upgrade at some point • Web Analytics to Universal Analytics • Visitors using many devices • Visitors interacting across off-line and on-line channels ga('create', 'UA-XXXX-X', 'auto'); ga('send', 'pageview'); 23Thursday, 17 September 15
  24. 24. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 24 How Google Analytics works Website 24Thursday, 17 September 15
  25. 25. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 25 How Google Analytics works Website cookies 25Thursday, 17 September 15
  26. 26. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 26 Google Analytics cookies - Classic Analytics __UTMb - Visit cookie, lasts for 30 minutes from every hit __UTMa - Unique visitor cookie, lasts for 2 years from set or update on every hit __UTMc - Visit end cookie, not set to expire, does so when browser closes __UTMv - Requires the _setVar() command or Custom Variables __UTMz - Campaign visit tracking cookie, determines traffic sources, lasts for 6 months from set or update on every hit 26Thursday, 17 September 15
  27. 27. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 27 Google Analytics cookie - Universal Analytics _ga- Unique visitor cookie, lasts for 2 years from set or update on every hit. Name can be changed, might not be used! Visit  properties  now  set  server  side  in  the  User  Interface • 30  minute  default  session  timeout 27Thursday, 17 September 15
  28. 28. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 28 Browser web server New Visitor Browser web serverCookie Returning Visitor GA Cookie present GA Cookie not present Google Analytics __UTMa or _ga Page cookies 28Thursday, 17 September 15
  29. 29. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 29 How does GA measure visitors? • Key concept • JavaScript (not Java) page tagging • 1st party cookies • Image request to Google servers • Transmit visit information • Your stats will miss some devices that do not execute JavaScript and/or accept cookies • Search Engine bots :-) • Generally • Mobiles (1st generation) :-| • Accessibility devices :-( 29Thursday, 17 September 15
  30. 30. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 30 Exploring the “Audience” report suite • Exercise and key concepts • Visitors (People using browsers on devices) • Visits (People interacting with your content (JavaScript)) • Pageviews • All loads of a JavaScript tagged page • Unique Pageviews • Unique loads of a JavaScript tagged page in a given visit • Bounce • A visit with one pageview • Entrances • Visits to landing pages • Bounce rate • The rate of bounces from entrances as % 30Thursday, 17 September 15
  31. 31. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 31 Exploring the “Real-Time” report suite • Exercise and key concepts • Discover the Real-Time reports • Google Analytics data is about 1-4 hours old except in real time! 31Thursday, 17 September 15
  32. 32. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 32 Exploring “Annotations” • Exercise and key concepts • Create annotations for • Marketing schedules • The academic year • Christmas trading • Marketing campaigns • TV Ad showing • Technical changes • New site • Site down • AdWords changes • New keywords added • SEO changes • Title tags updates • A/B testing • A/B testing from and to 32Thursday, 17 September 15
  33. 33. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 33 Exploring the UI • Exercise and key concepts • Dimensions (Green) • Objects • Metrics (Blue) • Calculated numbers • Rows • Display options • Drilldown • Cross segmentation • Searching with display filters 33Thursday, 17 September 15
  34. 34. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 34 Using and applying “Advanced Segments” • Exercise and key concepts • Try applying: • Tablet • Mobile • Non-bounced visits • Visits with conversions 34Thursday, 17 September 15
  35. 35. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 35 Break time 35Thursday, 17 September 15
  36. 36. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 36 What’s possible with Web Analytics? • How visitors found your web site • What visitors are doing on your web site • Not WHY they are doing it! • Domain of usability/customer experience • Onsite surveys • Sampling visitors arriving/leaving • Heuristic reviews • Experts reviewing your site against a set of criteria (heuristics) • Conversion Rate Optimisation • A/B testing • Multi-variate testing • Usability testing • Representative customers completing tasks • Resources • http://ivantage.co.uk/blog/21-google-analytics/61-what-google-analytics-can-t-tell-you 36Thursday, 17 September 15
  37. 37. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 37 What’s possible with GA? • How visitors found your website • What visitors are doing on your website • Not why! • Outcomes focused • Goals 37Thursday, 17 September 15
  38. 38. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 38 Goals • Goals should be commercial • The commercial goals of your website • Goals should map to visitor tasks • Visitors visit sites to accomplish tasks • Tasks normally have a series of steps • Funnel • Measure conversion through the task • When goals match user tasks • Conversions! 38Thursday, 17 September 15
  39. 39. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 39 The importance of goals for you? • Justify your website work • Focus your website work • Prioritise your website work 39Thursday, 17 September 15
  40. 40. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 40 The importance of goals for you? • Goals map to business metrics • Enable you to build a business case for • Analytics investment • Analysis investment • Action investment • Goals focus on important paths and entrances • Enable you to analyse progress along desirable paths • Goals focus on value • Add a pre-defined value to a goal 40Thursday, 17 September 15
  41. 41. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 41 • User exhibits behaviour: • Page 1 = /index.html • Page 2 = /category-footwear.html • Page 3 = /category-clothing.html • Page 4 = /category-headwear.html • Page 5 = /products/kangol-tropic-player-trilby.html • Page 6= /cart/basketview.html • Page 7= /cart/registration.html • Page 8 = /cart/paymentoptions.html • Goal = /cart/salesorderconfirmation.html • Configure your goal funnel: • Step 1: index.html • Step 2-4: ^/category- • Step 5: ^/products- • Step 6: ^/cart/basketview.html • Step 7: ^/cart/registration.html • Step 8 : ^/cart/paymentoptions.html • Goal: ^/cart/salesorderconfirmation.html Goals and funnels 41Thursday, 17 September 15
  42. 42. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 42 Zoom into important behaviour to identify problems 6.77% funnel conversion rate 42Thursday, 17 September 15
  43. 43. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 43 Key Performance Indicators (KPIs)? • A metric • Miles per Hour (mph) • Defining progress to an objective • To reach the legal motorway speed limit of 70 mph • Enabling you to take corrective action • Accelerate or brake • Speedometer • Web Analytics package 43Thursday, 17 September 15
  44. 44. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 44 Key Performance Indicators (KPIs) & web analytics 44Thursday, 17 September 15
  45. 45. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 45 Using “Intelligence Events” • Exercise • Are your events/alerts telling a story? • Are they telling you about Key Performance Indicators you should be monitoring? 45Thursday, 17 September 15
  46. 46. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 46 Your site’s goals? • Exercise and key concepts • Take a moment to think about what your site’s KPIs should be • If you have some are they suitable and are you able to measure them adequately? • Take a moment to think of some goals for your website • Complete like a user would • Write each URL step down in MS Notepad • If you have goals • Do you understand them? • Are they useful? • What are you recording as a final step • Use Goal URLs report 46Thursday, 17 September 15
  47. 47. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 47 Configuring a simple “Goal” • Exercise • Go to www.ivantage-training.com and complete the simple goal • Observe while your tutor configures • Two Engagement Goals • One URL Destination Goal 47Thursday, 17 September 15
  48. 48. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 48 The “Conversions” report suite • Exercise and key concepts • Advanced features of Google Analytics require conversions to be set-up 48Thursday, 17 September 15
  49. 49. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 49 The big three organisational goals? • Raise revenue • Lower costs • Increase customer satisfaction • Raises revenue • Lowers costs 49Thursday, 17 September 15
  50. 50. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 50 Lunch time 50Thursday, 17 September 15
  51. 51. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 51 How does GA measure visitors? • Key concept • JavaScript (not Java) page tagging • Known as the GATC • 1st Party Cookies • An image request to the Google Servers 51Thursday, 17 September 15
  52. 52. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 52 Installing Google Analytics • Sign-up • Get the code • Install on to every page on your website! 52Thursday, 17 September 15
  53. 53. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 53 Agree the ToS 53Thursday, 17 September 15
  54. 54. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 54 The Google Analytics Terms of Service • 2. Fees and Service. Subject to Section 15, the Service is provided without charge to You for up to 10 million Hits per month per account. Google may change its fees and payment policies for the Service from time to time including the addition of costs for geographic data, the importing of cost data from search engines, or other fees charged to Google or its wholly-owned subsidiaries by third party vendors for the inclusion of data in the Service reports. The changes to the fees or payment policies are effective upon Your acceptance of those changes which will be posted at http://www.google.com/analytics. Unless otherwise stated, all fees are quoted in U.S. Dollars. Any outstanding balance becomes immediately due and payable upon termination of this Agreement and any collection expenses (including attorneys' fees) incurred by Google will be included in the amount owed, and may be charged to the credit card or other billing mechanism associated with Your AdWords account. 54Thursday, 17 September 15
  55. 55. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 55 The Google Analytics Terms of Service • 7. Privacy. You will not (and will not allow any third party to) use the Service to track, collect or upload any data that personally identifies an individual (such as a name, email address or billing information), or other data which can be reasonably linked to such information by Google. You will have and abide by an appropriate Privacy Policy and will comply with all applicable laws and regulations relating to the collection of information from Visitors. You must post a Privacy Policy and that Privacy Policy must provide notice of Your use of cookies that are used to collect traffic data, and You must not circumvent any privacy features (e.g., an opt-out) that are part of the Service. You may participate in an integrated version of Google Analytics and any DoubleClick product or service or any other Google display ads product or service ("Google Analytics for Display Advertisers"). If You use Google Analytics for Display Advertisers, You will comply with the Google Analytics for Display Advertisers Policy (available at http:// support.google.com/analytics/bin/answer.py?hl=en&topic=2611283&answer=2700409 ) and, as set forth in the policy, disclose in Your Privacy Policy (i) Your use of Google Analytics for Display Advertisers and its features You use, and (ii) how Visitors can opt-out from Google Analytics for Display Advertisers. Your access to and use of any DoubleClick or Google display ads data is subject to the applicable terms between You and Google. 55Thursday, 17 September 15
  56. 56. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 56 Get the tracking code (GATC) 56Thursday, 17 September 15
  57. 57. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 57 Install on every page of your site Website 57Thursday, 17 September 15
  58. 58. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 58 How Google Analytics works Website 58Thursday, 17 September 15
  59. 59. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 59 How Google Analytics works Website cookies 59Thursday, 17 September 15
  60. 60. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 60 What are Cookies? • Named after Fortune cookies • Text files sent to browsers by websites • Session and persistent Google Analytics Cookies • Session • Expire after 30 minutes of inactivity • or expire on browser close • Persistent • Lasts for 2 years 60Thursday, 17 September 15
  61. 61. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 61 Browser web server New Visitor Browser web serverCookie Returning Visitor GA Cookie present GA Cookie not present Google Analytics __UTMa or _ga Page cookies 61Thursday, 17 September 15
  62. 62. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 62 Google Analytics cookies - Classic Analytics __UTMb - Visit cookie, lasts for 30 minutes from every hit __UTMa - Unique visitor cookie, lasts for 2 years from set or update on every hit __UTMc - Visit end cookie, not set to expire, does so when browser closes __UTMv - Requires the _setVar() command or Custom Variables __UTMz - Campaign visit tracking cookie, determines traffic sources, lasts for 6 months from set or update on every hit 62Thursday, 17 September 15
  63. 63. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 63 Google Analytics cookie - Universal Analytics _ga- Unique visitor cookie, lasts for 2 years from set or update on every hit. Name can be changed, might not be used! • UTMa Visitor cookie, lasts for 2 years from update, updated every page view • Visit properties now set server side in the User Interface • 30 minute default session timeout 63Thursday, 17 September 15
  64. 64. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 6458 How does GA measure visitors? • Key concept • JavaScript (not Java) page tagging • 1st party cookies • Image request to Google servers • Transmit visit information • Your stats will miss some devices that do not execute JavaScript and/or accept cookies • Search Engine bots :-) • Generally • Mobiles (1st generation) :-| • Accessibility devices :-( 64Thursday, 17 September 15
  65. 65. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 65 The “Acquisition” report suite • Exercise and Key concept • Google Analytics allocates traffic to three distinct mediums • cpc or paid search • organic • Google, bing, yahoo, etc • (none) • Source of direct • Visits when the web address is used directly in the browser without a search • A component of “brand awareness” • referral • Sites with links to you, that provided visits • It’s the Google Analytics utmz cookie that tracks campaign attribution • Persistent for six months 65Thursday, 17 September 15
  66. 66. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 66 Campaign tracking and the URL Builder • Exercise • Use Google Analytics Campaign Tracking by finding “The URL Builder” in the Google Analytics help centre • Build a Campaign Tracking URL for an Email campaign • Use Firefox and clear your cookies • Using the URL you just built, visit your site • Make a note of the contents of the utmz cookie • Is it set correctly? 66Thursday, 17 September 15
  67. 67. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 67 Campaign Tracking and Dimensions 67Thursday, 17 September 15
  68. 68. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 68 Campaign Tracking examples • Exercise • Use Google Analytics Campaign Tracking by finding “The URL Builder” in the Google Analytics help centre • Build a Campaign Tracking URL for your own landing page using some of the example below 68Thursday, 17 September 15
  69. 69. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 69 Tracking off-line campaigns • Key concept • Use vanity urls • mysite.com/bus • 301 redirecting to Campaign Tracking URLs • http://www.mysite.com/landing-page.com? utm_source=Route-21- bus&utm_medium=outdoor&utm_content=AdBU123&utm_ campaign=summer 69Thursday, 17 September 15
  70. 70. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 70 Tracking off-line campaigns • Key concept • Use URL shorteners • Use http://bit.ly/ or http://goo.gl/ • Generate QR Codes with Campaign Tracking URLs • http://www.mysite.com/landing-page.com? utm_source=Route-21- bus&utm_medium=outdoor&utm_content=AdBU123&utm _campaign=summer 70Thursday, 17 September 15
  71. 71. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 71 Google Adwords and Google Analytics • Exercise and Key concepts • Common user (Google Account) • Administrator in AdWords • Edit permission in Analytics • View your Google Analytics AdWords Account Linking settings 71Thursday, 17 September 15
  72. 72. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 72 Auto-tagging in AdWords • Key concept • Use Auto-tagging • Unique ?glid paramaters is automatically added to your AdWords landing pages • http://www.mysite.com/landing-page.html • Becomes • http://www.mysite.com/landing-page.html?gclid=CHcnd7rxKUCFc9a7AodKGU6Zg • Manual tagging (URL Builder) • Not recommended • Loose data and accuracy 72Thursday, 17 September 15
  73. 73. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 73 Acquisition, goals and E-commerce • Exercise and key concepts • Combining goals and/or E-commerce with your traffic sources is one of the most powerful reports in Google Analytics • Enables you to make decisions about marketing spend and channel contribution 73Thursday, 17 September 15
  74. 74. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 74 Break time 74Thursday, 17 September 15
  75. 75. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 75 The “Behavior” report suite • Exercise and key concepts • Google Analytics splits a URL www.ivantage- training.com/page1.htm into: • Hostname - www.ivantage-training.com • Request URI-/page1.htm • Compare All Pages and Content Drilldown • Understanding the Title report • Landing Pages helps analyse bounce rate with weighted sort 75Thursday, 17 September 15
  76. 76. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 76 Conclusion - The big three organisational goals? • Raise revenue • Lower costs • Increase customer satisfaction • Raises revenue • Lowers costs 76Thursday, 17 September 15
  77. 77. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 77 Your 101 action plan • Check your development process for tagging • Think about deploying Google Tag Manager • Start to think about your website’s commercial objectives/goals • Start to think about KPIs for your site • Start to build a dashboard around the KPIs • Use a mobile/tablet segment • Tag your email campaigns using the URL builder • Ensure your AdWords account is connected • Aim to use All Traffic Sources report by Goal/E- commerce • Look at your busiest, highest bouncing landing page • Why are they bouncing? 77Thursday, 17 September 15
  78. 78. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 78 Getting help and going further • Help Centre • https://support.google.com/analytics/ • Blog • http://analytics.blogspot.com/ • Forum • https://productforums.google.com/forum/#!forum/analytics • Developers • https://developers.google.com/analytics/ • ivantage • support@ivantage.co.uk • Avinash’s Blog • http://www.kaushik.net/avinash/ • Brian’s Blog • http://www.advanced-web-metrics.com/ 78Thursday, 17 September 15
  79. 79. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 7976 Feedback • http://www.ivantage.co.uk/feedback • support@ivantage.co.uk • Write an honest, considered and fair review to receive for each day attended: 79Thursday, 17 September 15
  80. 80. #GoogleAnalytics101  @ivantage  with  @matt_trimmer 80 The End 80Thursday, 17 September 15

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