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. …

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

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  • 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. 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. 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. DIGITAL TONIC
  • 5. DIGITAL TONIC
  • 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. A simple easy to use tool to measure how visitors interact with your website It’s Free! DIGITAL TONIC
  • 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. Setup & Installation Make sure you have a Google account Go to http://www.google.com/analytics DIGITAL TONIC
  • 10. DIGITAL TONIC
  • 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. Test if your installation works! ! Check Realtime Data DIGITAL TONIC
  • 13. GA will not work if -! ! User disables cookies ! User disables javascript ! Javascript error on webpage before GA has loaded DIGITAL TONIC
  • 14. Don’t track yourself or members of your organisation Find your IP address on http://whatismyipaddress.com/ DIGITAL TONIC
  • 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. 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. ANONYMOUS DIGITAL TONIC
  • 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. DIGITAL TONIC
  • 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. 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. 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. 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. DIGITAL TONIC
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  • 26. DIGITAL TONIC
  • 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. DIGITAL TONIC
  • 29. DIGITAL TONIC
  • 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. DIGITAL TONIC
  • 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. Under admin click goals Create new goal Enter details of goal & value DIGITAL TONIC
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  • 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. Event Tracking ! ! PDF Downloads ! Form submissions ! Button clicks ! Pressing play/pause in an embedded video DIGITAL TONIC
  • 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. DIGITAL TONIC
  • 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. 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. How users discover your website beyond referrals and search engines DIGITAL TONIC
  • 44. DIGITAL TONIC
  • 45. CUSTOM CAMPAIGN TAGS UTM_SOURCE* ! UTM_MEDIUM* ! UTM_CAMPAIGN* ! UTM_TERM ! UTM_CONTENT FEBRUARY_NEWSLETTER ! EMAIL ! WINTER_SALE ! DIGITAL TONIC
  • 46. Build your custom URLs with GA URL builder http://bit.ly/urlbuilder-ga DIGITAL TONIC
  • 47. DIGITAL TONIC
  • 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. DIGITAL TONIC
  • 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. Aggregate data doesn’t give you the full story DIGITAL TONIC
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  • 57. Want the slides? bit.ly/ga-mmutalk-2014 DIGITAL TONIC
  • 58. Want even more? Register your interest for a more detailed Google Analytics Workshop bit.ly/ga-workshop-2014 DIGITAL TONIC
  • 59. THANK YOU www.digital-tonic.co.uk manuel@digital-tonic.co.uk @digital_tonic DIGITAL TONIC