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The basics (and best bits) of Google Analytics - 2017 Edition

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This top line mini-guide provides readers with a jargon-free summary of Google Analytics in 2017 and how to get started with it as a tool. It is recommended for newbies and beginners.

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The basics (and best bits) of Google Analytics - 2017 Edition

  1. 1. The basics (and best bits) of Google Analytics A jargon-free mini-guide Adam Vincenzini August 2018
  2. 2. Introduction Google Analytics, at its core, provides users with data about website performance. It isn’t perfect, especially when used in isolation. But, it can help you make informed decisions that can contribute to continuous improvement. This document provides you with an overview of what it can do and how you can use the best bits to your advantage.
  3. 3. Who and why?
  4. 4. Who and why? Google Analytics is used by: Ecommerce Professional services Government News / media Info portals Bloggers
  5. 5. Who and why? The ‘why’ can vary, but here are some examples: To better understand content cut through To improve user experience To measure impact of campaigns To help sell advertising To sell more products To improve lead generation efforts
  6. 6. Who and why? The ‘why’ for agencies: Insights to inform strategy Track results and impact Improve and optimise performance
  7. 7. What can it uncover? (The best bits)
  8. 8. The good stuff Google Analytics can tell you a lot, including: Visits / sessions Time spent Visitor locations Traffic sources Devices used Popular content Conversions Social media impact Your data ‘cocktail’ will be influenced by the goals you’ve set for your site. (more on that later)
  9. 9. Your dashboard: Home You can customise this part of Google Analytics to give you a snapshot view of the data that is most important to you. https://analytics.google.com/analytics/web/demoAccount
  10. 10. Your dashboard: Home https://analytics.google.com/analytics/web/demoAccount
  11. 11. Your dashboard: Home https://analytics.google.com/analytics/web/demoAccount
  12. 12. Your dashboard: Home https://analytics.google.com/analytics/web/demoAccount
  13. 13. Your dashboard: Home https://analytics.google.com/analytics/web/demoAccount
  14. 14. Digging deeper https://analytics.google.com/analytics/web/demoAccount The ‘snapshot’ dashboard is great, but you’ll often want to dig a little deeper. But, be warned, it can be like going down a rabbit hole. Here are some of the more useful ‘deeper’ areas…
  15. 15. Acquisition https://analytics.google.com/analytics/web/demoAccount Acquisition data is important because it tells you where your visitors have come from. If your aim is to increase visits then understanding which sources are generating the least traffic is an insight that might inform your future activity.
  16. 16. Acquisition https://analytics.google.com/analytics/web/demoAccount Visits with no referring website. A visit that started with a search engine query.. A visit to your site from another site that isn’t a search engine e.g. news site. Traffic generated from a social media post ‘click’ e.g. Facebook. A visit from a paid search result. Affiliates are normally only a source of traffic for ecommerce websites. Visits from digital advertising e.g. banner ads. Traffic that doesn’t reflect the above criteria / sub-catoegories.
  17. 17. Acquisition: Referrals https://analytics.google.com/analytics/web/demoAccount
  18. 18. Acquisition: Referrals https://analytics.google.com/analytics/web/demoAccount
  19. 19. Acquisition: Organic search https://analytics.google.com/analytics/web/demoAccount In 2011, Google Analytics turned off it’s most loved feature: Organic search insights. This data could tell you which keyword phrases people were using to find you. Now, only a raw number is provided. However, a tool called Google Search Console has bridged the gap (slightly) and is worth investigation once you’ve mastered the basics of Google Analytics. https://www.google.com/webmasters/tools/
  20. 20. Behaviour https://analytics.google.com/analytics/web/demoAccount Behaviour data is important because it tells you what your visitors are looking at / engagng with. In most cases, there will be pages that you want people to view more than others and this data can help you achieve these goals.
  21. 21. Behaviour https://analytics.google.com/analytics/web/demoAccount
  22. 22. Live demonstration https://analytics.google.com/analytics/web/demoAccount
  23. 23. Getting started
  24. 24. Getting familiar… Visit the Google Analytics demo account Set yourself a fictional goal Review selected metrics against that goal 1 2 3 https://analytics.google.com/analytics/web/demoAccount
  25. 25. Additional resources
  26. 26. Read, watch and listen… https://analytics.google.com/analytics/web/demoAccount https://www.youtube.com/user/googleanalytics
  27. 27. @adamvincenzini Adamvincenzini.com Adamvincenzini.net

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