Google Analytics is a tool to understand website performance. It allows tracking of goals, user behavior, and traffic sources. Setting up tracking code correctly is essential, as is using filters and demographics. Regular review of analytics can show which pages need improvement and the most effective traffic channels. The ultimate goal is optimizing the digital experience.

1. Top 10 Essentials in Google Analytics
Get Addicted to Understanding Your
Website
Mike Robinson // 01635 887711 // mike.robinson@generateuk.co.uk

2. Only 10?

3. Google Code
Implementation
• More code for conversion tracking/ecommerce
• Code for tracking events
• Link to Adwords if using
• Link to Webmaster Tools

4. Use Filters
• Exclude your own IP address

5. Use Demographics
• Allows you to understand more
about your visitors
• Age/Gender/Interests/Language/
Where

6. It’s all about mobile
45.1m 36.6m 19.2m
Stat supplied by

7. Mobile Section

8. Use Goals

9. Goal Flow
• Quick view source
of sales

10. Site Content
• Which pages are popular/performing
• Which pages need work, high bounce rate
• Use export function to create an activity list

11. Channels
• Shows top level where traffic is coming from
• Shows most profitable channel
• Can drill down further

12. Behavior Flow and User
Flow

13. Site Speed

14. Real Time!

15. Only 10?

16. Wrapping Up

17. Plan your journey to digital
transformation
INITIAL MANAGED DEFINED QUANTIFIED OPTIMISED
YEAR 5
Best in class
digital marketing
YEAR 4
Competing
with digital
YEAR 3
Average
digital capability
YEAR 2
Developing
digital capability
YEAR 1
A digital
laggard

18. Focus on/Take aways
• GA will help you drive more performance from your
website
• Get the technical bits correct, right code, right
implementation
• Align the information you need from GA to your own
KPIs
• If it is not natural for you, find a way to enjoy it
• Review regularly…. At least once a week if you want to
be a Jedi
• Go spread the word, GA is not just for nerds!