Google Analytics Advanced Workshop

Certification Workshop
Slide 1© DMA-NC 2019 DMANC.org/certification
• We will use Google Analytics today
• You can follow along in your own Google Analytics account, so log into your analytics account
now
• Or you can use Google’s public-access analytics account
1. Log into your Gmail account
2. In your browser, open a new tab
3. Go to https://analytics.google.com/analytics/web/?utm_source=demoaccount
4. Or search in Google for “google analytics demo account”
5. Click that link to open the page
6. Halfway down the Google page, click Access Demo Account
7. This opens the analytics account for the Google Store
Good Morning! While We Wait to Start…

CERTIFICATION WORKSHOP
Google Analytics, Part 3: Advanced
Andreas Ramos
• VP of Digital Marketing at Beasley Direct and Online Marketing
• Adjunct Professor at CSTU
• Author of 14 books on SEO
• Friday, October 4th 2019 | 10:00 a.m. to 12:00 p.m. PST

• The Direct Marketing Association of Northern California was formed to
educate, inform and provide networking opportunities for Direct and
Online Marketing professionals in the San Francisco Bay Area
• We hold monthly luncheon seminar meetings, certification workshops,
periodic half-day seminars, and provide opportunities for the best in
learning and job networking in the Northern California marketing
community
The Direct Marketing Association of Northern California

DMA-NC Certification Requirements
• A certificate with the completion of any
eight courses within two years of starting
• If a certificate isn’t in your plan, you can
take as few or as many of the courses as
you’d like
• Students who complete a certification
program will receive a frameable Certificate
of Completion and a digital badge for your
website, blog, email signature, or social
profiles

About Andreas Ramos
• Director of the Digital Agency at Acxiom
• Head of Global SEO at Cisco
• VP of Digital Marketing at Beasley
Direct and Online Marketing

Let Me Know…
1. If I’m not speaking clearly
2. Or I talk too fast
3. Let me know!
4. Send me a message via the chat box in GoTo Meeting
5. Your messages will be private. Nobody else can see your message

• Notes: Additional items about analytics
• Behavior: What are they doing at our
website? What pages are they visiting?
Ignoring? Bounce Rates
• Conversions: Who is buying from us?
Set up conversion tracking. The
conversion funnel
Agenda: What We’ll Cover Today

Followups from the Last
Workshop

Several very useful reports:
• Behavior | Site Content | Landing Pages |
Bounce Rate: You can see where visitors are
abandoning your page. By making changes and
watching the bounce rate, you can keep more
visitors
• Conversions | Goals | Funnel Visualizatio:
Similar to the bounce rate, you can see here you
are losing sales. Look at the page, make changes,
and improve the page.
• Audience | Audience Interests: See what
interests your audience. Use that to design your
ads, landing pages, blogs, social postings, and
more.
• The keyword reports at Acquisition | Google Ads
| Keywords and Acquisition | Search Console|
Queries. Use both of these to find keywords for
AdWords, SEO, social postings, blogs, content
marketing, bus ads, and more.
The Top Reports in Google Analytics

• Unique Users: A visitor… however, if someone uses
desktop, mobile, and a tablet, she is counted as three
users
• Page Views: A page was viewed
• Sessions: A visitor is at your website and looking at
pages.
• If the visitor leaves but returns within 30 mins, the
session continues
• If the visitor leaves for more than 30 min, the
session ends
• If he returns the next day, that is a new session
• Hits: When a web page is opened, the Google Analytics
Tracking Code (GATC) is triggered. A visitor may open
ten pages in a session. That one visitor has ten hits.
• Events: Events are user actions that can be measured
by analytics. Events include downloads, form
submissions, video plays, and so on.
Concepts in Analytics

• You can compare time
spans
• This quarter vs last
quarter
• This Year vs Last Year
1. Open the calendar
2. Set the time spans
3. Click Compare
Note: You can also add
segments
Compare Time Periods

Google Analytics can track more than web pages
• Offline marketing (billboards, radio, etc.)
• Instore sales: cash registers, barcode scanners
• Telephone orders
• Event tickets, turnstiles,
• Remote control devices, including car key fobs
• Digital card keys, garage parking, etc.
To learn more, talk with Google Marketing Platform
Partners (GMPP) consultants
marketingplatform.google.com/about/partners/
Google Universal Analytics

• Use GAChecker.com
• Free
• Check any site
• Up to 10,000 pages
• Check for Global Site
tag, Universal Analytics,
Classic tag, Remarketing
tag
• Filter the results to see
only the missing pages
• Export the list to CSV
Is the Tracking Tag on Every Page of Your Website?

1. Go to Analytics | Admin
2. Select User Management
• This shows all users with access
• You can see their access level
• You can remove users
• If you don’t know who they are:
• Send an email to say access will be shut off
in seven days
• If they want access, they have to justify it
Note: Many accounts were set up 10-15 years
ago and many users still have access to your data
Note: Use a company ID, such as webmaster or
marketing. Never use a person’s ID. If they leave,
they take the account with them.
Who Has Access to Your Analytics?

1. Go to Analytics | Admin | User
Management
2. To add a new user, enter the email address
and click Add
3. Use this panel to set permissions
Note: Don’t grant unnecessary permissions.
Different Access Levels to Your Analytics

• If you have several websites, you can track them as if
they are one site
• For example, you manage Ford Motor Company, which
has Ford.com, Ford-Trucks.com, Ford-SUVs.com, Ford-
skateboards.com and so on
• Instead of ten different accounts, you can track all of
them in one account
• Google Analytics can do Cross-Domain Tracking
• To learn more, talk with Google Marketing Platform
Partners (GMPP) consultants
marketingplatform.google.com/about/partners/
• Talk with Maciej Lewinski at hello@maciejlewinski.pl
(Certified Google Analytics Consultant)
If You Have Several Websites…

• Users use desktop, laptop, table, phone, Google
Chrome, Firebox, Apple Safari all at the same time...
• Apple Safari deletes cookies within 24 hours
• DuckDuckGo blocks cookies
• Facebook mobile users are not counted
• Users delete cookies, return, and you see a new user
• Users block cookies (40% desktop, 75% mobile)
• Location is accurate to 25-mile radius (2,000 square
miles, an area the size of Los Angeles)
• Missing/broken tags
• Google servers make errors in collecting and reporting
• Analytics is +/- 7% accurate
Note: Be careful if you use analytics for financial reports
Problems and Limits in Tracking

• Yes, the desktop version
works on mobile phones
• But the text is very
small
Can You use Google Analytics on Mobile Phones? Yes!

• The analytics app has all
of the reports
• Slightly different from
the desktop version
• Get it (free) at
• Google Play store
• Apple App Store
Use the Google Analytics App for Mobile

• See who is on your site
Analytics Mobile App: Real Time Report

• Audience shows you
information about your
audience
Use the Analytics App for Mobile

• The app has additional
reports that aren’t in the
desktop version
• Here, Behavior shows
your visitors by device
• Note that you can
change the time span

• Another useful new
report
• You can see your visitors
by time-of-day
• Note: This shows when
your audience visits your
site.
Use this to plan your
marketing campaigns.
For the Google Store,
they get the most visits
on Saturday from 6 a.m.
to 12 p.m.

• Question: One person
asked, “If a visitor visits
your site in four
different tabs on the
same browser, is that
one visitor or four?”
• Answer: That visitor
counts as one visitor,
regardless of the
number of tabs.
• The visitor continues to
be one visitor as long as
any of the tabs are
open.
Multiple Tabs… Same Visitor?

The Insights Panel

• Google Analytics has an
Insights panel
1. Click on Insights at
upper right corner
The Insights Panel

• The Insights panel
shows you summaries
and comparisons of your
data in each report
The Insights Panel

• Detail view
• Insights show you data
for this week versus last
week
• Click on Go to Report
to see the report
The Insights Panel

• You can save the insight,
mark it as read, or
delete it
The Insights Panel

• There are many Insight
reports
• Click each one to see
more sub-insights
The Insights Panel

• The Analytics Insights are not
business insights
• Google’s Insights are
comparisons of data
• Your insights are more
valuable
• Use the data to make your
business decisions
• Use the data to justify your
business actions
• Show what is possible if you
increase, decrease, or
reallocate budgets
Note: Google doesn’t know
YOUR specific business, so it
can’t give you specific guidance.
Use their data for your insights.
The Insights Panel

The Behavior Report

You can see what your visitors doing at
your website
• The pages they are viewing, including
the bounce rate
• The speed of your pages
• When they use your search box
• Events
You can use all of this to improve your
webpages to get more visitors
The Behavior Report

• See where users enter
your site and how they
move through the site
User Flow through the Web Pages

The concept “landing
page” has three
definitions:
• In marketing, the
landing page is a
page that is part of an
ad. For example,
mcdonalds.com/Olymp
ics
• In web design, the
landing page is the
page where they
expect visitors to enter
the site. Normally, the
home page.
• In analytics, the
landing page is the
page where people
parachute into a
website
Landing Pages
• Your audience
parachutes in from
Google
• They bypass the
website design
• Google is your site’s
front page
• No more silo or
“page-rank
sculpting”

See the bounce rate for
a page
1.Analytics | Behavior
| Site Content
2. Sort by New Users
(1)
3. Look at the page’s
Bounce Rate (2)
4. Click the little box (3)
to see that page
5. Click the page’s link to
zoom in
Note: Valuable report
• See the pages that
bring visitors
• Improve those pages
to keep more visitors
The Bounce Rate

Let’s the bounce rate for a single page
1.Analytics | Behavior | Site Content
2. Click Select a Metric
3. Click Site Usage | Bounce Rate
Look at a Single Page

The Bounce Rate Over Time for a Page
Note: You can
see the bounce
rate (light blue
line) has been
steady for the
last six months

Try to Understand Why They Bounce
• They bounce because the page doesn’t
matter to them
• Look at the page carefully
1. Where do visitors come from? Click
Source
2. What are the keywords that they
used to find your page? Click
Keyword
• What are their interests?
• What do your visitors expect at that
page?
• Does the page speak to your visitors’
interests?

How to Fix the Bounce Rate
Bounce Rate Rating Comments
1-30%
☺
Very good! 80% or more
of your traffic is staying
in your website.
30-60%

Could be better…
60-99%

Uh-oh! You’re losing most
of your traffic.
• They bounce because the page doesn’t
matter to them
• Put the best stuff at the top, add top
keywords, an info box, useful links,
better heading, move the call-to-action
(CTA) button to the top
• Try one change at a time
• After a week or two, see if the bounce
rate goes up or down.
• If the bounce rate goes up, that was a
bad change, so undo it
• If the bounce rate goes down, that was
a good change. Try other versions of
the change
Insight: By trying out things and
watching the bounce rate, you can
improve pages to keep more visitors. This
is easy to do. It’s just a bunch of work.
Note: Many companies solve this problem by
spending more money. No, you can increase your
traffic by 30-40% by improving the pages.
Note: Blogs have 90% bounce rate and that’s okay.

The Page Load Speed
See how fast (or slow) a page opens in
seconds
1.Analytics | Behavior | Site Speed
| Page Timings
2. Page 2 (Basket) opens 36.8% faster
than average
3. Page 3 (Store) opens 58.8% slower
The list is sorted most views. Fix the
ones at the top.
Note: Mobile users quit after 0.4
seconds
However… very difficult to get IT to fix
this

Visitors’ Searches at Your Site
See what people are
searching at your site
1.Analytics | Behavior
| Site Search |
Search Terms
2. Click Search Pages
to see the page from
which they searched
Your visitors can’t find
what they want.
• Improve the
navigation
• Add the products
Insight: Opportunity for
revenue! They want to
buy. Add new products

Configure Analytics to Show Your Visitors’ Search Terms
1. Go to Google Analytics | Admin |
View Settings
2. Under Site Search Settings, turn on
Site Search Tracking
Note: If your site doesn’t use a search
box, then this doesn’t matter.

• Events are user actions that
can be measured by
analytics
• Events include clicks on a
link, mailto: links,
downloads, form
submissions, video plays,
and so on
• You can tag any user action
1.Analytics | Behavior |
Events | Top Events
2. Click Event Action to see
the type of file (clicks, PDF,
JPG, etc.)
3. Click Event Label to see
web page
Events

Summary of the Behavior Reports
• What are visitors doing at our
website?
• The pages they are viewing,
including the bounce rate
• The speed of the pages
• When they use our search
box
• Events

The Conversions Report

1. You define your goals
2. You set up conversion
tracking
3. Google Analytics shows
you the data
Google Analytics Let You Track and Measure Your Goals

Set Up Goals

Monetary Value
• Flat Amount, such as lead at $100 or
newsletter at $10
• Dynamic Value Shopping Cart:
• If a purchase has several items, the
individual values can differ
• If you use shopping cart software (such
as Volution, WooCommerce, etc.), their
support will set this up for you
Time Span
• Last 30 days, 60 days, 90 days
• Last month, quarter, year
Insight: Upper management notices money.
Show how the revenue increases or decreases
over time. Show revenue projections.
Make suggestions to increase revenue
Flat Amount or Dynamic Amount in the Shopping Cart?

Engagement
• Downloaded 75 product spec sheets in the last 30 days
• Watched the product video in the last 60 days
• Use the mortgage calculator 125 times in the last 90 days
• 400 visitors reached page 5 of a sales flow in the last quarter
• 250 visitors spend more than 5 minutes on the site in the last 30 days
Lead Gen
• The information request form was submitted 150 times every month on average for
the last year
• The email link was clicked 300 times per month on average for the last two quarters
• Newsletter subscription 500 times per month on average for the last six months
Ecommerce Goals
• 550 purchases per month for Q1 and Q2
• $32,000 in revenue on average per week for the last six months
• Went to a reseller’s page 300 times per month for the last three months
Examples of Goals

• You can see your goals
You Can See Your Goals

Set Up Goals

1. You need the page URLs for each step in the
purchase
• Category (ski boots)
• Sub-category (women’s ski boots)
• Shopping Cart
• Purchase Confirmed (the thank-you page
2. Open a text editor (Notepad, etc.)
3. Go through the process (sign up for a
newsletter, request information, buy a
product)
4. At each screen, copy the URL to Notepad
5. Add a note to describe that page
6. Complete the purchase. Sign up for the
newsletter, buy the product (get a refund
later), and so on.
First, Collect the URLs for Each Step

1. Click Admin (gear icon)
2. Select Goals
Create a New Goal

The Goals Page
1. This opens the Goals
panel
2. You can see existing goals
3. You can pause/activate
existing goals
4. To create a new goal,
click +New Goal (red
button)

Add the Name and the Type of Goal
1. The New Goals panel
opens
2. Give it a name, such as
Newsletter Signup
3. Select the type of goal
• Destination
• Duration
• Pages per Session
• Event
4. Click Continue

Enter the Series of Steps for the Conversion
1. Goal Details: Enter the final page (such
as the thank you page)
2. Destination: Use /thank-you.html, not
https://ski-boots.com/thank-you.html
3. Value: Turn on and enter a $ value. If
you want to track the value of each cart,
use ecommerce tracking.
4. Funnel: To see your conversions in the
shopping funnel visualization, turn on
and fill out.
Use the list of webpages in your
Notepad file.
If it’s a required step, checkmark Yes
After each step, you can add another
page
5. And save your work

The New Goal Has Been Created
• Always test your new goal.
Subscribe to a newsletter,
register for an event, buy
the ski boots, and so on
• You can turn goals off and
on
• Wait a day or two to see
data

See Conversions in the
Funnel Visualization

Slide 60 of 25
The funnel visualization shows you how your
shoppers move through purchase cycle
1. 55,437 visitors clicked on the shopping Cart
2. However, 42,793 abandoned the shopping
cart
3. 12,644 visitors (22.81%) moved forward to
Billing and Shipping
4. Of those, 5,326 abandoned the Billing and
Shipping page
5. 7,318 (57.88%) went forward to Payment
6. 6,330 abandoned the payment page
7. Of the 55,437, only 988 completed their
purchase. That’s 1.8%.
Insight: The 98.2% abandon rate is very high.
Study the pages where they exit to see how to
lower abandonment.
Funnel Visualization

Further Reading

Books on Web Analytics
• Successful Analytics by
Brian Clifton (2015, paperback
and ebook, at Amazon)
• Analytics for SEO by
Andreas. How to use analytics
for your SEO work (will be sent
to you by email)
• KPIs for Search Engine
Marketing by Andreas. How
to calculate and use KPIs for
your digital marketing (will be
sent to you by email)

• SearchEngineWatch.com
• SearchEngineLand.com
• SearchEngineJournal.com
Keep Up with SEO, Google AdWords, Google Analytics, Social Media…

• Create your own
dashboards with data
from Google Ads,
eCommerce,
Youtube, and other
data sources
• Similar to Tableau
Google Data Studio

The Top Four Most Useful
Reports in Google Analytics

Several very useful reports:
• Behavior | Site Content | Landing Pages |
Bounce Rate: You can see where visitors are
abandoning your page. By making changes and
watching the bounce rate, you can keep more
visitors
• Conversions | Goals | Funnel Visualizatio:
Similar to the bounce rate, you can see here you are
losing sales. Look at the page, make changes, and
improve the page.
• Audience | Audience Interests: See what
interests your audience. Use that to design your ads,
landing pages, blogs, social postings, and more.
• The keyword reports at Acquisition | Google Ads |
Keywords and Acquisition | Search Console|
Queries. Use both of these to find keywords for
AdWords, SEO, social postings, blogs, content
marketing, bus ads, and more.
The Top Reports in Google Analytics

Summary

What We Covered Today
• Notes: Additional items about
analytics
• Behavior: What are they doing
at our website? What pages are
they visiting? Ignoring? Bounce
Rates
• Conversions: Who is buying from
us? Set up conversion tracking.
The conversion funnel.

More Workshops with Andreas
Search Engine Optimization: SEO
• How to find keywords, write meta-tags, add keywords to
content. Use SEO for websites, social media, blogs, content
marketing, and more
Google Adwords
• Installation, configuration of conversion tracking, and how
to use Google Ads. Create campaigns, ad groups, find
keywords, ads. Learn how the Google bidding system works
so you can bid less and rank higher.
Google Analytics
• Installation, configuration, filters, and the five major reports
LinkedIn Profile Optimization LPO
• Just as Google has an algorithm to rank pages, LinkedIn has
an algorithm to rank profiles. Learn how to get more
visibility in LinkedIn for your marketing team, your
company, your management team.
Social Media Marketing
• Learn how to use digital marketing in Facebook, Instagram,
Twitter, LinkedIn, and others.

Contact Us
Andreas Ramos
• Email: andreas@andreas.com
• Twitter: @andreas_ramos
• LinkedIn.com/in/andreasramos
Laurie Beasley
• Email: lbeasley@beasleydirect.com
• Twitter: @BeasleyDirect
• linkedin.com/company/beasley-direct-and-online-marketing/

• Please give us constructive feedback so we can improve
• We’ll send you a $5.00 Starbucks eCard!
Your Feedback

Upcoming Digital Marketing Certification Workshops
See the full current calendar at dmanc.org/digital-marketing-certification-workshops/
• 09-Oct Wens Use Social Media for Marketing
• 18-Oct Friday Search Engine Optimization (SEO) Fundamentals
• 23-Oct Wens Podcasts (Susan Finch)
• 25-Oct Friday Improving Email Marketing Response Rates
• 01-Nov Friday Search Engine Optimization (SEO) Intermediate
• 13-Nov Wens Search Engine Optimization (SEO) Advanced
• 15-Nov Friday Google Ads Fundamentals
• 06-Dec Friday Google Ads Intermediate
• 11-Dec Wens LinkedIn for Your Career
• 13-Dec Friday Google Ads Advanced

Our Sponsor Mt. Top Data’s Offer to You
Mountain Top Data offers $1,000 in FREE B2B Data
Get your B2B data by calling or emailing:
• Sky Cassidy
• scassidy@mtd-email.com
• Tel. (818) 252-8140 x2788
• https://MountainTopData.com

• The video recording of this workshop will be sent today at 1:00 pm PDT
• It will be send from the email customercare@gotowebinar.com
• Please whitelist this email address so it doesn’t go into your Spam or Junk
folder
• We will also attach links to download the eBooks by Andreas Ramos,
handouts, how to get your $1,000 in B2B data credits from Mountain Top
Data, and additional offers from our corporate sponsors
Today’s Video Recording, Handouts, Ebooks, and More

Free Audit of Your Campaigns
• Get a free SEO audit of your site
https://beasleydirect.com/free-seo-audit-offer/
• Get a free audit of your Google Ads campaigns
https://beasleydirect.com/free-ppc-advertising-audit/
• Get a free audit of your social media campaigns
https://beasleydirect.com/free-social-media-audit

Thank You and Have a
Great Weekend!

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