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How to overcome your Google Analytics fear

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When Google Analytics comes across as overwhelming and you experience fear of learning something new, this talk might be just what you need.

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How to overcome your Google Analytics fear

  1. 1. How to overcome your Google Analytics fear
  2. 2. Annelieke van den Berg annelieke@yoast.com
  3. 3. yoast.com
  4. 4. • Intern • SEO Consultant • CMO • now: Lead of the research department • Common thread: Google Analytics Long history at Yoast
  5. 5. • Intern • SEO Consultant • CMO • now: Lead of the research department • Common thread: Google Analytics Long history at Yoast
  6. 6. Tried to learn Google Analytics
  7. 7. Develop my skills
  8. 8. Fear of failure
  9. 9. Procrastination
  10. 10. Perfectionism
  11. 11. If you don’t start You can’t fail, right?
  12. 12. Pressure to perform
  13. 13. Be honest
  14. 14. Asked for help
  15. 15. Wrote blog posts
  16. 16. Felt less pressure
  17. 17. How I found fun with Google Analytics?
  18. 18. Google is your best friend
  19. 19. Watch videos
  20. 20. • YouTube: Measureschool • https://www.lunametrics.com • https://www.kaushik.net Find an information source
  21. 21. Play zone!!!!
  22. 22. Goal 1: Get to know Google Analytics
  23. 23. Find your way
  24. 24. Find your way
  25. 25. Google Analytics is trying to help you
  26. 26. Google Analytics helps you
  27. 27. Google Analytics helps you
  28. 28. • Real-Time: What’s happening right now? • Audience: characteristics of your visitors • Acquisition: Where do your visitors come from? • Behavior: What are they looking at? • Conversions: Are they meeting your goals? https://analytics.google.com/analytics/web/? pli=1#report/visitors-overview/ Find your way
  29. 29. Where was I now?
  30. 30. Where was I now?
  31. 31. Goal 2: Learn how to customize reports
  32. 32. Keep it simple, don’t take detours
  33. 33. Search bar
  34. 34. Search bar
  35. 35. Search bar
  36. 36. Secondary dimension
  37. 37. Secondary dimension
  38. 38. Secondary dimension
  39. 39. I found segments!!!
  40. 40. Segments
  41. 41. Segments
  42. 42. Segments
  43. 43. Segments
  44. 44. Segments
  45. 45. Segments
  46. 46. I was learning Google Analytics without knowing how to code
  47. 47. • Goals & events • Custom dimensions and variables • Google Tag Manager Of course: there’s advanced stuff
  48. 48. My status: reached my goals
  49. 49. I’ve found fun!!
  50. 50. Still, there are challenges
  51. 51. From reporting to analyzing
  52. 52. • Can track everything on your site • Tons of data • What do standard reports say? Analyzing is hard
  53. 53. Current goal: analyze
  54. 54. Get insights
  55. 55. • Question • Hypothesis • Analyze • Conclusions • Share with colleagues Analyzing is hard
  56. 56. I found fun in Google Analytics!
  57. 57. I found fun in Google Analytics!
  58. 58. I want to challenge you
  59. 59. • Click on everything • Ask yourself questions like: • Do my SEO efforts pay off? • How can I optimize my site for SEO even further? Play with Google Analytics
  60. 60. Thank you! Any questions?

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