Google Analytics 101

by
!

Manuel da Costa
Web Analytics & Conversion Optimisation Consultant at Digital Tonic
11th Febru...
About me

Conversion Rate Optimisation & Web Analytics Consultant
DIGITAL TONIC
@digital_tonic

Helping businesses underst...
What we will learn today
Analytics & It’s role!
!
What is Google Analytics
!
Setup & Installation
!
Cookies
!
The User Int...
DIGITAL TONIC
DIGITAL TONIC
Analytics & It’s role
!
What is Google Analytics!
!
Setup & Installation
!
Cookies
!
The User Interface
!
Terminology
!
!
...
A simple easy to use tool to measure how visitors interact with your website

It’s Free!

DIGITAL TONIC
Analytics & It’s role
!
What is Google Analytics
!
Setup & Installation!
!
Cookies
!
The User Interface
!
Terminology
!
!
...
Setup & Installation

Make sure you have a Google account
Go to http://www.google.com/analytics

DIGITAL TONIC
DIGITAL TONIC
PASTE THE CODE IN BETWEEN THE <HEAD> & </HEAD> TAGS ON ALL PAGES OF YOUR SITE
<script type="text/javascript">

!

!

!

va...
Test if your installation works!
!

Check Realtime Data

DIGITAL TONIC
GA will not work if -!
!

User disables cookies
!

User disables javascript
!

Javascript error on webpage
before GA has l...
Don’t track yourself or members of your organisation

Find your IP address on http://whatismyipaddress.com/
DIGITAL TONIC
Analytics & It’s role
!
What is Google Analytics
!
Setup & Installation
!
Cookies!
!
The User Interface
!
Terminology
!
!
...
Cookies

Google Analytics uses first party cookies
•
•
•
•
•
•

Determine which domain to measure
Distinguish unique users
...
ANONYMOUS

DIGITAL TONIC
Analytics & It’s role
!
What is Google Analytics
!
Setup & Installation
!
Cookies
!
The User Interface!
!
Terminology
!
!
...
DIGITAL TONIC
Where they came from? /
What channel - Organic? Social?../
How are campaigns performing? /
What keywords did they use?

Wh...
Analytics & It’s role
!
What is Google Analytics
!
Setup & Installation
!
Cookies
!
The User Interface
!
Terminology!
!
!
...
Terminology
•

Session - the period of interaction between the browser and GA.

•

Visitor - Uniquely identified by GA whic...
Analytics & It’s role
!
What is Google Analytics
!
Setup & Installation
!
Cookies
!
The User Interface
!
Terminology
!
!
!...
DIGITAL TONIC
DIGITAL TONIC
DIGITAL TONIC
Analytics & It’s role
!
What is Google Analytics
!
Setup & Installation
!
Cookies
!
The User Interface
!
Terminology
!
!
!...
DIGITAL TONIC
DIGITAL TONIC
Analytics & It’s role
!
What is Google Analytics
!
Setup & Installation
!
Cookies
!
The User Interface
!
Terminology
!
!
!...
DIGITAL TONIC
YOUR GOALS MUST LINE UP WITH BUSINESS KPI’s
Completed a purchase
!
Submitted a form
!
Spent time on a page
!
Triggered an ...
Under admin
click goals

Create new goal

Enter details of goal & value

DIGITAL TONIC
DIGITAL TONIC
DIGITAL TONIC
DIGITAL TONIC
Analytics & It’s role
!
What is Google Analytics
!
Setup & Installation
!
Cookies
!
The User Interface
!
Terminology
!
!
!...
Event Tracking !
!
PDF Downloads
!
Form submissions
!
Button clicks
!
Pressing play/pause in an embedded video

DIGITAL TO...
Syntax: !
!
_gaq.push ([‘_trackEvent’,’event category’,’event action’,’event label’, event value]);

<a href=”http://www.a...
DIGITAL TONIC
Universal Analytics (currently in public beta)

ga('send', 'event', 'category', 'action', 'label', value);
<a href="tel:+4...
Analytics & It’s role
!
What is Google Analytics
!
Setup & Installation
!
Cookies
!
The User Interface
!
Terminology
!
!
!...
How users discover your website beyond referrals and search engines

DIGITAL TONIC
DIGITAL TONIC
CUSTOM CAMPAIGN TAGS

UTM_SOURCE*
!
UTM_MEDIUM*
!
UTM_CAMPAIGN*
!
UTM_TERM
!
UTM_CONTENT

FEBRUARY_NEWSLETTER
!
EMAIL
!
WI...
Build your custom URLs with GA URL builder

http://bit.ly/urlbuilder-ga

DIGITAL TONIC
DIGITAL TONIC
CUSTOM CAMPAIGN TAGS

UTM_SOURCE*
!
UTM_MEDIUM*
!
UTM_CAMPAIGN*
!
UTM_TERM
!
UTM_CONTENT

Yahoo
!
cpc
!
WINTER_SALE
!
keyw...
DIGITAL TONIC
Analytics & It’s role
!
What is Google Analytics
!
Setup & Installation
!
Cookies
!
The User Interface
!
Terminology
!
!
!...
Aggregate data doesn’t give you the full story

DIGITAL TONIC
DIGITAL TONIC
DIGITAL TONIC
DIGITAL TONIC
DIGITAL TONIC
DIGITAL TONIC
Want the slides?
bit.ly/ga-mmutalk-2014

DIGITAL TONIC
Want even more?
Register your interest for a more detailed Google Analytics Workshop
bit.ly/ga-workshop-2014

DIGITAL TONI...
THANK YOU
www.digital-tonic.co.uk
manuel@digital-tonic.co.uk
@digital_tonic

DIGITAL TONIC
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Google Analytics 101 - Manchester Metropolitan University Business school

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Talk given on 11/2/2014 at Manchester Metropolitan uni business school introducing students to Google analytics.

Manuel da Costa is a web analytics and conversion rate optimisation consultant. He runs Digital Tonic, a consultancy based in Manchester, UK

Published in: Business, Technology
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Google Analytics 101 - Manchester Metropolitan University Business school

  1. 1. Google Analytics 101 by ! Manuel da Costa Web Analytics & Conversion Optimisation Consultant at Digital Tonic 11th February 2014 @ Manchester Metropolitan University DIGITAL TONIC
  2. 2. About me Conversion Rate Optimisation & Web Analytics Consultant DIGITAL TONIC @digital_tonic Helping businesses understand their visitors better and improving online sales & signup conversions DIGITAL TONIC
  3. 3. What we will learn today Analytics & It’s role! ! What is Google Analytics ! Setup & Installation ! Cookies ! The User Interface ! Terminology ! ! ! ! The ABC’S of GA ! Dashboards ! Goals & Conversions ! Event Tracking ! Campaigns ! Segments 
 ! DIGITAL TONIC
  4. 4. DIGITAL TONIC
  5. 5. DIGITAL TONIC
  6. 6. Analytics & It’s role ! What is Google Analytics! ! Setup & Installation ! Cookies ! The User Interface ! Terminology ! ! ! ! The ABC’S of GA ! Dashboards ! Goals & Conversions ! Event Tracking ! Campaigns ! Segments 
 ! DIGITAL TONIC
  7. 7. A simple easy to use tool to measure how visitors interact with your website It’s Free! DIGITAL TONIC
  8. 8. Analytics & It’s role ! What is Google Analytics ! Setup & Installation! ! Cookies ! The User Interface ! Terminology ! ! ! ! The ABC’S of GA ! Dashboards ! Goals & Conversions ! Event Tracking ! Campaigns ! Segments 
 ! DIGITAL TONIC
  9. 9. Setup & Installation Make sure you have a Google account Go to http://www.google.com/analytics DIGITAL TONIC
  10. 10. DIGITAL TONIC
  11. 11. PASTE THE CODE IN BETWEEN THE <HEAD> & </HEAD> TAGS ON ALL PAGES OF YOUR SITE <script type="text/javascript"> ! ! ! var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-XXXXXX-1']); _gaq.push(['_trackPageview']); (function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })(); </script> DIGITAL TONIC
  12. 12. Test if your installation works! ! Check Realtime Data DIGITAL TONIC
  13. 13. GA will not work if -! ! User disables cookies ! User disables javascript ! Javascript error on webpage before GA has loaded DIGITAL TONIC
  14. 14. Don’t track yourself or members of your organisation Find your IP address on http://whatismyipaddress.com/ DIGITAL TONIC
  15. 15. Analytics & It’s role ! What is Google Analytics ! Setup & Installation ! Cookies! ! The User Interface ! Terminology ! ! ! ! The ABC’S of GA ! Dashboards ! Goals & Conversions ! Event Tracking ! Campaigns ! Segments 
 ! DIGITAL TONIC
  16. 16. Cookies Google Analytics uses first party cookies • • • • • • Determine which domain to measure Distinguish unique users Remember the number and time of previous visits Remember traffic source information Determine the start and end of a session Remember the value of visitor-level custom variables DIGITAL TONIC
  17. 17. ANONYMOUS DIGITAL TONIC
  18. 18. Analytics & It’s role ! What is Google Analytics ! Setup & Installation ! Cookies ! The User Interface! ! Terminology ! ! ! ! The ABC’S of GA ! Dashboards ! Goals & Conversions ! Event Tracking ! Campaigns ! Segments 
 ! DIGITAL TONIC
  19. 19. DIGITAL TONIC
  20. 20. Where they came from? / What channel - Organic? Social?../ How are campaigns performing? / What keywords did they use? Who your visitors are / Where they are located in the world/ Mobile or desktop / What browser they were using / How they interacted with the site What pages were viewed / Which landing pages were most effective/ What content engaged most visitors / Were there any triggered events on the site? What is the conversion rate for each goal? / What does the conversion funnel look like?/ Ecommerce product performance / DIGITAL TONIC
  21. 21. Analytics & It’s role ! What is Google Analytics ! Setup & Installation ! Cookies ! The User Interface ! Terminology! ! ! ! ! The ABC’S of GA ! Dashboards ! Goals & Conversions ! Event Tracking ! Campaigns ! Segments 
 ! DIGITAL TONIC
  22. 22. Terminology • Session - the period of interaction between the browser and GA. • Visitor - Uniquely identified by GA which assigns it a random ID to the browser. • Unique Visitors - count of all the unique visitor IDs in a given time frame • Visits - a count of all sessions in a given time frame • Pageviews - a count of all pages viewed. (repeated views are also counted) • Time on page - If user visits Page A and then goes to Page B, then time on page A will be [timestamp of Page B] - [timestamp on Page A] • Bounce rate - Percentage of users with only 1 interaction. If user visits Page A and then leaves this is counted as a bounce.
  23. 23. Analytics & It’s role ! What is Google Analytics ! Setup & Installation ! Cookies ! The User Interface ! Terminology ! ! ! ! The ABC’S of GA! ! Dashboards ! Goals & Conversions ! Event Tracking ! Campaigns ! Segments 
 ! DIGITAL TONIC
  24. 24. DIGITAL TONIC
  25. 25. DIGITAL TONIC
  26. 26. DIGITAL TONIC
  27. 27. Analytics & It’s role ! What is Google Analytics ! Setup & Installation ! Cookies ! The User Interface ! Terminology ! ! ! ! The ABC’S of GA ! Dashboards! ! Segments ! Event Tracking ! Goals & Conversions 
 Campaigns ! DIGITAL TONIC
  28. 28. DIGITAL TONIC
  29. 29. DIGITAL TONIC
  30. 30. Analytics & It’s role ! What is Google Analytics ! Setup & Installation ! Cookies ! The User Interface ! Terminology ! ! ! ! The ABC’S of GA ! Dashboards ! Goals & Conversions! ! Event Tracking ! Campaigns ! Segments ! DIGITAL TONIC
  31. 31. DIGITAL TONIC
  32. 32. YOUR GOALS MUST LINE UP WITH BUSINESS KPI’s Completed a purchase ! Submitted a form ! Spent time on a page ! Triggered an event (eg Viewed a video) DIGITAL TONIC
  33. 33. Under admin click goals Create new goal Enter details of goal & value DIGITAL TONIC
  34. 34. DIGITAL TONIC
  35. 35. DIGITAL TONIC
  36. 36. DIGITAL TONIC
  37. 37. Analytics & It’s role ! What is Google Analytics ! Setup & Installation ! Cookies ! The User Interface ! Terminology ! ! ! ! The ABC’S of GA ! Dashboards ! Goals & Conversions ! Event Tracking! ! Campaigns ! Segments 
 ! DIGITAL TONIC
  38. 38. Event Tracking ! ! PDF Downloads ! Form submissions ! Button clicks ! Pressing play/pause in an embedded video DIGITAL TONIC
  39. 39. Syntax: ! ! _gaq.push ([‘_trackEvent’,’event category’,’event action’,’event label’, event value]); <a href=”http://www.abc.com/cro-beginners-guide.pdf” onClick=”_gaq.push ([‘_trackEvent’,’guides’,’download-cro’,’cro-beginners-guide.pdf’,10]);”>Download CRO Beginners Guide</a> DIGITAL TONIC
  40. 40. DIGITAL TONIC
  41. 41. Universal Analytics (currently in public beta) ga('send', 'event', 'category', 'action', 'label', value); <a href="tel:+441614520486" class="tiny button" onClick="ga(‘send’, ‘event’, ‘button’, ‘clicked’, ‘call button’);")> CALL DIGITAL TONIC </a> DIGITAL TONIC
  42. 42. Analytics & It’s role ! What is Google Analytics ! Setup & Installation ! Cookies ! The User Interface ! Terminology ! ! ! ! The ABC’S of GA ! Dashboards ! Goals & Conversions ! Event Tracking ! Campaigns! ! Segments 
 ! DIGITAL TONIC
  43. 43. How users discover your website beyond referrals and search engines DIGITAL TONIC
  44. 44. DIGITAL TONIC
  45. 45. CUSTOM CAMPAIGN TAGS UTM_SOURCE* ! UTM_MEDIUM* ! UTM_CAMPAIGN* ! UTM_TERM ! UTM_CONTENT FEBRUARY_NEWSLETTER ! EMAIL ! WINTER_SALE ! DIGITAL TONIC
  46. 46. Build your custom URLs with GA URL builder http://bit.ly/urlbuilder-ga DIGITAL TONIC
  47. 47. DIGITAL TONIC
  48. 48. CUSTOM CAMPAIGN TAGS UTM_SOURCE* ! UTM_MEDIUM* ! UTM_CAMPAIGN* ! UTM_TERM ! UTM_CONTENT Yahoo ! cpc ! WINTER_SALE ! keyword ! content of the ad ! DIGITAL TONIC
  49. 49. DIGITAL TONIC
  50. 50. Analytics & It’s role ! What is Google Analytics ! Setup & Installation ! Cookies ! The User Interface ! Terminology ! ! ! ! The ABC’S of GA ! Dashboards ! Goals & Conversions ! Event Tracking ! Campaigns ! Segments! 
 ! DIGITAL TONIC
  51. 51. Aggregate data doesn’t give you the full story DIGITAL TONIC
  52. 52. DIGITAL TONIC
  53. 53. DIGITAL TONIC
  54. 54. DIGITAL TONIC
  55. 55. DIGITAL TONIC
  56. 56. DIGITAL TONIC
  57. 57. Want the slides? bit.ly/ga-mmutalk-2014 DIGITAL TONIC
  58. 58. Want even more? Register your interest for a more detailed Google Analytics Workshop bit.ly/ga-workshop-2014 DIGITAL TONIC
  59. 59. THANK YOU www.digital-tonic.co.uk manuel@digital-tonic.co.uk @digital_tonic DIGITAL TONIC
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