Originally presented by Shannon Allen, VP of Digital Sales at Federated Digital Media, at the AMA Michiana Digital Marketing SIG on March 12, 2015.

2. 1) Go to google.com/analytics
2) Log into YOUR Google email that has access to analytics (you’ll be
taken to the ‘home’ tab).
3) Click on view level (you’ll be taken to the ‘reporting’ tab).
Account
Property
Vie
w

4. Home tab: takes you to the list that you have analytics
access to
Reporting tab: takes you to reporting for any access you may
have
Admin tab: access to admin features

5. To add a user (if you have enough permission via GA):
1) Go to admin tab
2) Click on ‘user management’ under the Account level

6. 3) Scroll to the bottom & type in the e-mail
address.
4) Choose the level of permission.
5) Click ‘add.’

7. Date selection in upper right corner.
Option to compare:
- Custom (specific dates you choose)
- Previous period (same amount of days as selected dates, just in the
period directly prior)
- Previous year (same time frame of year previous)

8. Annotations: show what you and other admins did to your site on
specific days

9. Left side navigation pane
Real time: current things happening on website
Audience: information about the people coming to your
website
Acquisition: how people came to site
Behavior: how people are engaging with your site/content
Conversions: did people perform the desired action on
your website

11. Audience 
Overview

12. Audience  Mobile 
Overview

13. Acquisition  Traffic 
Source/Medium

15. Audience 
Overview

16. Audience  Demographics 
Overview

17. Audience  Interests 
Overview
Affinity: higher in purchase funnel
In-Market: lower in purchase funnel, almost
at end
Other: more granular categories

18. Audience  Mobile 
Overview

19. Acquisition  Traffic 
Source/Medium

20. Conversions  Goals  Overview 
Source/Medium

21. Conversions  Goals  Goal URLs

22. Conversions  Goals  Multi-Channel Funnels  Top Conversion
Paths