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[Webinar] Advanced Google Analytics

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Enterprise Campaign Manager Christina Sanders is sharing the advantage of the full functionality and customizability of Google Analytics. Whether you’re novice or pro, and you want to be more effective and efficient with your work, this is the webinar for you. We’re giving away our best tips and tricks to get the most out of your Google Analytics.

Access the full webinar recording and template here:
https://97thfloor.com/blog/google-analytics-webinar/

Published in: Marketing
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[Webinar] Advanced Google Analytics

  1. 1. 1 WEBINAR: EPISODE 02 Analytics How to start getting the most out of your Google Analytics WITH: CHRISTINA SANDERS
  2. 2. 2
  3. 3. 3
  4. 4. 4Presentation Topic // Presenter’s Name Motion Graphics Analytics PPC Content Marketing Reputation Management Copywriting SEO CRO SMM Development UX Design Email Marketing Video Production Graphic Design
  5. 5. 5 Advanced Google Analytics
  6. 6. 6 ...full functionality and customizability of Google Analytics.
  7. 7. 7 ...to make you more effective and efficient at your job (i.e., monthly & quarterly reports).
  8. 8. 8 What it is not... ● Tutorial on Google Analytics Tool ● On-site tracking setup
  9. 9. 9
  10. 10. 10 https://support.google.com/partners
  11. 11. 11 Strategies, not specifics.
  12. 12. 12 Christina Sanders Enterprise Campaign Manager /chsanders @ChristinaHSan
  13. 13. 13 Google Analytics
  14. 14. 14 78% of executives don’t believe that marketers are focused enough on results to truly drive incremental customer demand
  15. 15. 15 “In God we trust; all others bring data.” -W. Edwards Deming
  16. 16. 16 The Good News
  17. 17. 17 Creating data-driven marketing campaigns doesn’t require a data science degree
  18. 18. 18 Monthly reports don’t have to take hours to compile
  19. 19. 19 Sold? Let’s get started
  20. 20. 20
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  24. 24. 24
  25. 25. 25
  26. 26. 26 Views
  27. 27. 27 A view is a subset of an Analytics account property that can have its own unique configuration settings
  28. 28. 28 Views ● Each property in Google Analytics can have up to 25 views ● Each view can have customized filters, segments and goals ● Every Google Analytics property should have at least 2 views ○ Unfiltered View ○ Master View
  29. 29. 29 Views ● Create a new view under Admin> View DropDown Menu> Create New View ● Other Applications for Views ○ Segment Subdomains ○ Customization by Team ○ Tests
  30. 30. 30 Filters
  31. 31. 31 Filters limit or modify data in a specific view
  32. 32. 32 Filters ● Filters remove designated data before it is added to the Google Analytics dashboard
  33. 33. 33 Filters ● Filters remove designated data before it is added to the Google Analytics dashboard
  34. 34. 34 Filters ● Filters remove designated data before it is added to the Google Analytics dashboard ● Always maintain an unfiltered view, so you don’t lose any data
  35. 35. 35 Filters ● Filters remove designated data before it is added to the Google Analytics dashboard ● Always maintain an unfiltered view, so you don’t lose any data ● Once data has been filtered you cannot get it back
  36. 36. 36 Filters Common Applications ● Filter Your Own IP Address
  37. 37. 37 Filters Common Applications ● Filter Your Own IP Address ● Filter Agency’s IP Address
  38. 38. 38 Filters Common Applications ● Filter Your Own IP Address ● Filter Agency’s IP Address ● Filter Referral Spam
  39. 39. 39 Filters Common Applications ● Filter Your Own IP Address ● Filter Agency’s IP Address ● Filter Referral Spam Best Practices ● Descriptive Filter Name ○ ABC Company IP ● Filter Verification
  40. 40. 40 Goals
  41. 41. 41 Goals indicate a user has completed a desired action
  42. 42. 42 Which campaign is driving the most revenue? What are the pain points in my buying process?
  43. 43. 43 Goals 1. Ecommerce 2. Goal Conversions
  44. 44. 44 Goals 1. Ecommerce a. Connect to shopping cart via a plugin 2. Goal Conversions
  45. 45. 45 Goals 1. Ecommerce a. Connect to shopping cart via a plugin b. Enable eCommerce tracking 2. Goal Conversions
  46. 46. 46 Goals 1. Ecommerce a. Connect to shopping cart via a plugin b. Enable eCommerce tracking 2. Goal Conversions
  47. 47. 47 Process 1. Goal Planning a. Map Macro and Micro Goals to Groups b. Destination URLs c. Event Tracking d. Value 2. Google Analytics a. Setup b. Verification
  48. 48. 48 Goal Planning 1. Every Google Analytics Goal is automatically placed in a group
  49. 49. 49 Goal Planning 1. Every Google Analytics Goal is automatically placed in a group a. This group cannot be changed later
  50. 50. 50 Goal Planning 1. Every Google Analytics Goal is automatically placed in a group a. This group cannot be changed later 2. Map Related Goals to the Same Group
  51. 51. 51 Goal Planning 1. Every Google Analytics Goal is automatically placed in a group a. This group cannot be changed later 2. Map Related Goals to the Same Group 3. Macro Conversions a. Purchase b. Free Trial c. Content Download 4. Micro Conversions a. PDF Downloads b. Watch Video c. Pricing Page
  52. 52. 52 Goal Planning 1. Every Google Analytics Goal is automatically placed in a group a. This group cannot be changed later 2. Map Related Goals to the Same Group 3. Macro Conversions a. Purchase b. Free Trial c. Content Download 4. Micro Conversions a. PDF Downloads b. Watch Video c. Pricing Page
  53. 53. 53 Goal Planning 1. Every Google Analytics Goal is automatically placed in a group a. This group cannot be changed later 2. Map Related Goals to the Same Group 3. Macro Conversions a. Purchase b. Free Trial c. Content Download 4. Micro Conversions a. PDF Downloads b. Watch Video c. Pricing Page
  54. 54. 54 Goal Planning 1. Destination Goals a. Require a unique thank you page for each goal
  55. 55. 55 Goal Planning 1. Destination Goals a. Require a unique thank you page for each goal 2. Value a. Actual b. Average c. Relative
  56. 56. 56 Goal Planning 1. Destination Goals a. Require a unique thank you page for each goal 2. Value a. Actual b. Average c. Relative 3. Event Tracking a. Track clicks on a specific location b. Generate unique JavaScript Code
  57. 57. 57 Event Tracking
  58. 58. 58 Event Tracking
  59. 59. 59 Goal Planning 1. Destination Goals a. Require a unique thank you page for each goal 2. Value a. Actual b. Average c. Relative 3. Event Tracking a. Track clicks on a specific location b. Generate unique JavaScript Code
  60. 60. 60 Goal Setup 1. Go to Admin a. Goals b. Create a goal
  61. 61. 61 Goal Setup 1. Go to Admin a. Goals b. Create a goal 2. Give the goal a descriptive name a. “Free Trial Signup” b. “Analytics Cheat Sheet” 3. Select Goal Type
  62. 62. 62 Goal Setup 1. Go to Admin a. Goals b. Create a goal 2. Give the goal a descriptive name a. “Free Trial Signup” b. “Analytics Cheat Sheet” 3. Select Goal Type 4. Goal Details a. Equals To b. Begins With c. Regular Expression 5. Value 6. Funnel 7. Verification
  63. 63. 63 Goal Setup 1. Go to Admin a. Goals b. Create a goal 2. Give the goal a descriptive name a. “Free Trial Signup” b. “Analytics Cheat Sheet” 3. Select Goal Type 4. Enter Event Values from planner 5. Verification
  64. 64. 64 Start Analyzing ● Which traffic sources drive the most conversions? ● Which landing pages drive the most conversions? ● Which sources/pages drive the most valuable conversions? ● Are there high-traffic pages that could convert better? ● What’s the most common conversion path?
  65. 65. 65 Content Groups
  66. 66. 66 A content group is a collection of content that would naturally be grouped together.
  67. 67. 67 Content Groups 1. Creates a new dimension in Google Analytics 2. Quickly pull aggregate metrics for related groups of content 3. Measure impact of overall campaigns 4. Create up to 5 “content groupings” per view a. Create content groups within each grouping
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  70. 70. 70
  71. 71. 71 Setup 1. Under “Admin” Select Content Grouping 2. New Content Grouping 3. Configure the grouping a. Tracking Code b. Extraction c. Rule Definitions
  72. 72. 72 Setup 1. Under “Admin” Select Content Grouping 2. New Content Grouping 3. Configure the grouping a. Tracking Code b. Extraction c. Rule Definitions
  73. 73. 73 Setup 1. Under “Admin” Select Content Grouping 2. New Content Grouping 3. Configure the grouping a. Tracking Code b. Extraction c. Rule Definitions
  74. 74. 74 Setup 1. Under “Admin” Select Content Grouping 2. New Content Grouping 3. Configure the grouping a. Tracking Code b. Extraction c. Rule Definitions
  75. 75. 75 Notes 1. Rules are applied in the order specified 2. Content groups do not apply to historical data 3. Any given page can only belong to one content group
  76. 76. 76 Reporting 1. Reports are located under the “All Pages Report” 2. Change the Primary Dimension to “Content Grouping” 3. Select Desired Content Group
  77. 77. 77 Annotations
  78. 78. 78 Annotations are small notes that keep track of important events
  79. 79. 79 Annotations 1. Click the arrow beneath the graph in the Explorer 2. Click Create new annotation 3. Applications a. Site Redesigns b. Site Migrations c. Analytics Errors d. A/B Testing
  80. 80. 80 Bonus
  81. 81. 81 Shortcuts 1. Located under customizations 2. Create a Shortcut to any Google Analytics report 3. Shortcuts Remember a. Filters b. Segments c. Secondary Dimensions
  82. 82. 82 Dashboards 1. Create custom charts for monthly reports a. Use any dimension/metric b. Apply filters 2. Quickly copy and paste all from one place 3. Dashboard Templates a. Ecommerce b. Conversion
  83. 83. 83 1. Views 2. Filters 3. Goals 4. Content Groups 5. Annotations 6. Shortcuts 7. Dashboards Google Analytics
  84. 84. 84 WEBINAR: EPISODE 02 Analytics How to start getting the most out of your Google Analytics WITH: CHRISTINA SANDERS
  85. 85. 85 WEBINAR: EPISODE 03 SEO Metrics: Which SEO metrics matter and which do not WITH: PJ HOWLAND April 11 1:00 pm MST
  86. 86. 86 up@97thfloor.com
  87. 87. 87

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