May 2018

1. zumiezGoogle Analytics Overview & Tutorial
Prepared by: Anthoney Nuda

2. BenefitsImproving website performance
Metric alignment with Goals/KPIs
Actionable Insight
Evalute the customer Journey & Behavior
Reports & Customizable Dashboards

3. Concepts
Segmentation
A“Critical Few” - Avinash Kaushik
SMART Goals & KPIs
Metrics that support business goals

4. Google Analytics

5. Measuring Bounce Rate

6. Measuring Bounce Rate
Segment for more detail

7. Measuring Bounce RateSegmentation of traffic sources

8. Measuring Bounce Rate
Who’s the culprit? Dive Deeper.

9. Measuring Bounce Rate
How can we improve

10. Measuring Bounce Rate
Compare time periods to measure improvement

11. Measuring Bounce RateTime to take ACTION
Improve landing pages to reduce bounce rates
Current Year
Previous Year

12. E-Commerce Growth
Source: Analytics Help - Demo Account

13. Don’t forget to segment!
Source: Analytics Help - Demo Account
E-Commerce Growth

14. Select Source/Medium
Sources affecting metrics
Use time ranges for comparison
Explore opportunities to drive action
Source: Analytics Help - Demo Account
Make Selection
E-Commerce Growth

15. Source: Analytics Help - Demo Account
E-Commerce Growth

16. Referral Traffic

17. Make Selection
Referral Traffic

18. Referral Traffic

19. Referral Traffic
Select a source for insight

20. Level of engagementVisits Who’s generating revenue
Referral Traffic

21. Google Analytics
Wrap-Up
Suitable capabilites for Zumiez’s goals
GA provides insight toward action
Smooth Implementation
Plenty of available resources
Navigable experience

22. ReferencesFreepik. (2015). Gráfico de análise na tela Ícone gratis [Image]. Retrieved from https://br.freepik.com/icones-gratis/grafico-de-analise-na-tela_736834.htm
Geckoboard. (n.d.). Shopping Cart Abandonment Rate. Retrieved from
https://www.geckoboard.com/learn/kpi-examples/ecommerce-kpis/shoppingcart-
abandonment-rate/
Google. (n.d.). Analytics Help – Demo Account. Retrieved from https://support.google.com/analytics/answer/6367342?hl=en
Google Analytics. (n.d.). Features. Retrieved from https://www.google.com/intl/en_ALL/analytics/features/#goto=traffic-sources
Kaushik, A. (2009). Web Analytics 2.0: The art of online accountability and science of customer centricity. Retrieved from http://ce.safaribooksonline.com/book/web-
analytics/9780470529393
Osborn, M. (2017, November 9). Top 7 eCommerce metrics and KPI’s you need to be tracking [Blog post]. Retrieved from https://blog.apruve.com/top-7-ecommerce-
metrics-and-kpis-you-need-to-be-tracking
Red Canoe Media. (n.d.). Configuring Google Analytics to include Webmaster Tools data [Image]. Retrieved from https://redcanoemedia.com/configuring-google-analytics-
webmaster-tools-data/
Serrano, S. (2018). Complete list of Cart Abandonment statistics: 2006 – 2018.
Retrieved from https://www.barilliance.com/cart-abandonment-rate-statistics/
Thomas, G. (2017). How to optimize your shopping Cart Abandonment Rate. Retrieved
from https://acquireconvert.com/shopping-cart-abandonment-rate/
Weweave. (2016, March 28). DNN Google Analytics advanced [Image]. Retrieved from http://store.dnnsoftware.com/home/product-details/dnn-google-analytics-
advanced