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Intermediate Google Analytics
Duration : 120 minutes
01
filters
02
tracking pixels,
utm codes & events
03
google tag
manager
08 dashboards
07
experiments
09
partner products
04 setting up
goals
05
google
webmaster tools
06 demographics &
personas
3. 3
What I Won’t Be Covering…
Advanced
E-Commerce
Y
APIs
U
Cross Domain
Tracking
E
Data
Importing
t
Social Interaction
Tracking
]
Internal Site
Search
l
Custom Dimensions
& Variables
4. 4
WHAT DO YOU WANT TO ACCOMPLISH?
INCREASE
REVENUE/SALES?
$
NURTURE YOUR
CURRENT
AUDIENCE?
e
GROW TRAFFIC?
G
OPTIMIZE THE
WEBSITE?
D
GET MORE
LEADS?
`
FIND A NEW
AUDIENCE?
Ý
5. 5
CLEAN UP YOUR DATA
å Maintain Data Integrity
å Consistency with Source/Medium, Events, etc.
å Less manual Data Manipulation
WHY?
6. 6
How to access
Admin > View > Filters
Admin > Account > All Filters
“Filters allow you to limit
and modify the data that
is included in a view. For
example, you can use
filters to exclude traffic
from particular IP
addresses, focus on a
specific subdomain or
directory, or convert
dynamic page URLs into
readable text strings.”
(source: Google.com)
Filters
7. 7
Setting Up Filters
Tip: You should always maintain a unfiltered view! Create additional view(s) to filter and test.
9. 9
How to access
Admin > View > View Settings
“Selecting this option will
exclude all hits that come
from bots and spiders on
the IAB know bots and
spiders list. The backend
will exclude hits matching
the User Agents named in
the list as though they
were subject to a profile
filter.”
(source: Google.com)
Spider & Bot Filtering
10. 10
GET GOOD DATA
F
å Track success of marketing efforts
å Improve User Experience
å Identify why people leave your site
å Track downloads & other collateral
WHY?
11. 11
How to access
Use a UTM code builder, view results in:
Reporting > Acquisition > All Traffic > Source/Medium
Reporting > Acquisition > Campaigns > All Campaigns
“A UTM code is a simple
code that you can attach
to a custom URL in order
to track a source,
medium, and campaign
name. This enables
Google Analytics to tell
you where searchers
came from as well as
what campaign directed
them to you.”
(source: Launchdigitalmarketing.com)
UTM Codes
12. 12
Setting Up UTM Codes & Results
http://hogwarts.com/contact?utm_source=facebook.com&utm_medium=
banner&utm_content=ravenclaw&utm_campaign=spring16
13. 13
How to access
Use a Event Tracking code builder, view results in:
Reporting > Behavior > Events > Top Events
“Event tracking allows
you to measure how
users interact with the
content of your website.
For example, you might
want to measure how
many times a button was
pressed, or how many
times a particular item
was used in a web game.”
(source: Google.com)
Event Tracking
ga('send', 'event', 'category', 'action', value, {'nonInteraction': 1});
GA event method
Organize different types
of custom events
Record unique user
behaviors and acts
Optional number used to
assign the worth of event
Determine if your event
affects bounce rate
15. 15
How to access
Create tracking pixel code, view results in:
Reporting > Behavior > Events > Top Events
Reporting > Acquisition > All Traffic > Source/Medium
Reporting > Acquisition > Campaigns > All Campaigns
“In some scenarios, an
agency, advertiser, or
other third party might
decide to track
impressions with a
tracking pixel. …It is
simply code inserted into
a custom or third-party
creative that makes a
server call and returns a
transparent 1x1 image
(normally a GIF file).”
(source: Google.com)
Tracking Pixels
17. 17
When to Use Which Code?
UTM Codes
å Primarily for external
traffic directed
internally.
å Examples: Tracking
clicks from a social
media post, sending an
advertiser your landing
page or links within an
email.
Event Tracking
å Primarily internally
used to track actions
taking place on your
site.
å Examples: Tracking
PDF downloads, form
submissions, or clicks
off your site.
å Primarily used when
you cannot use
JavaScript and want
to track externally.
å Examples: Tracking
email opens or
external site, i.e.
shopping cart.
Tracking Pixels
You will likely never need to use all three at once.
18. 18
AUTOMATE DATA
COLLECTION
Y
WHY?
å Reduces manual tracking & human error.
å Allows for data collection consistency
across your website.
å Allows non-technical team members to
make site updates and still maintain data
integrity.
å Track data you didn’t even know you
needed!
19. 19
How to access
Navigate to google.com/tagmanager
Add GTM code wherever your GA code is installed
“Google Tag Manager is a
solution for marketers to
manage website tags, from
one interface. Tags are tiny
bits of website code that let
you measure traffic and
visitor behavior, understand
the impact of online
advertising and social
channels, use remarketing
and audience targeting, test
and improve your site, and
more.”
(source: Google.com)
Google Tag Manager
22. 22
WHY?
å Find customer acquisition time.
å Set up, track, and improve the sales funnel
å Identify cost per customer acquisition.
å Figure out which marketing tactics are
most successful.
TRACK CONVERSIONS
23. 23
How to access
Admin > View > Goals
“Goals measure how well
your site or app fulfills your
target objectives. A Goal
represents a completed
activity, called a conversion,
that contributes to the
success of your business.
Examples of Goals include
making a purchase (for an
ecommerce site), completing
a game level (for a mobile
gaming app), or submitting a
contact information form
(for a marketing or lead
generation site).”
(Source: Google.com)
Goals
24. 24
Setting Up Goals
Tip: Consider entering a Goal Value even for unmonetized lead generation, since it allows Google Analytics to
calculate metrics such as Page Value and Per Visit Goal Value.
25. 25
Goal Setup Results: Use Time Lag to discover your Customer Acquisition Time
How can you improve?
å Add a sense of urgency to key pages & ads.
å Set up remarketing to be triggered after a
key amount of days from first interaction.
How to Access
Reporting > Conversions > Multi-Channel Funnels > Time Lag
26. 26
Goal Setup Results: Use Multi-Channel Funnels to discover Successful Conversion Paths
How can you improve?
å Push people towards grouping paths that
are more successful.
å Set up remarketing from more costly
channels to cheaper one.
How to Access
Reporting > Conversions > Multi-Channel Funnels > Overview
Reporting > Conversions > Multi-Channel Funnels > Top Conversion Paths
27. 27
Goal Setup Results: Use Funnel Paths to Discover Where Customers Drop Out
How can you improve?
å Conduct A/B & usability testing: Is your shipping price too
high? Is your form too long? Is the process confusing?
å Re-engage funnel drop outs with discounts & incentives.
How to Access
Reporting > Conversions > Goals > Funnel Visualization
Reporting > Conversions > Goals > Reverse Goal Path
28. 28
WHY?
å Target the correct customers.
å Manage advertising spend and content
creation time by finding the proper channels & topics.
å Understand the needs of your customers.
CREATE PERSONAS
á
29. 29
How to access
Turn on Advertising Features in Admin > Property > Property
Settings; Add in additional line of code to GA code, view
results: Reporting > Audience > Demographics > Overview
“Google Analytics
Advertising Features
takes advantage of the
Google advertising
cookies and provides
specific user behavior,
demographic, and interest
data, so you can do things
like: create Remarketing
Audiences and share
those lists with AdWords,
or Create Segments.”
(source: Google.com)
Advertising Features
31. 31
Advertising Features Results
How can you use this
information?
å How do age groups/genders use the
site differently?
å Are landing pages optimized for the
group intended?
å What regions are purchasing
products?
å Look at your audiences interests,
can you use that information to
provide tie-in content?
å Conduct A/B testing based on
demographics.
32. 32
WHY?
å Find out what pages work better for your audience.
å Increase Organic Search Traffic.
å Identify top search queries.
OPTIMIZE YOUR SITE
33. 33
How to access
Navigate to: google.com/webmasters/tools
Select “Add a Property” and add your site with & without “www”
Verify with Google Analytics & Update GA at Admin > Property > All Products
View results: Reporting > Acquisition > Search Engine Optimization > Queries
“Google Search Console
is a free service offered by
Google that helps you
monitor and maintain
your site's presence in
Google Search results… It
help you understand how
Google views your site
and optimize its
performance in search
results.”
(source: Google.com)
Google Webmasters Tools/Search Console
35. 35
Webmasters Tools Results
How can you use this
information?
å Increase Organic Reach
Look at Impressions, why aren’t they
being clicked (look at CTR)?
Optimize content or create landing
pages to address those search
queries.
å Optimize Landing Pages
What are your organic landing pages?
Are you collecting leads on these
pages?
36. 36
How to access
Reporting > Behavior > Experiments
“The Google Analytics
experiments framework
enables you to test
almost any change or
variation to a website or
app to see how it
performs in optimizing for
a specific goal.”
(source: Google.com)
Experiments
38. 38
MAKE IT ALL EASIER
e
WHY?
å Because you don’t need to reinvent the wheel.
å Because boss won’t understand half of this anyway…
39. 39
How to access
Reporting > Dashboards
“Google Analytics
Dashboards are simply
collections of widgets
that allow you to quickly
visualize your data. You
can have up to 20
dashboards with 12
widgets in each for each
view / property in your
Google Analytics account.
Each view / property
includes a default
dashboard to get you
started.”
(source: Kissmetrics.com)
Dashboards
40. 40
How to access
Admin > View > Share Assets > Import from Gallery
“This Solutions Gallery
contains in-product
solutions (such as
dashboards, custom
reports and segments) to
deepen your use of
Google Analytics,
accelerate your learning
curve and help you learn
more about your data
through the power of
Google Analytics.”
(source: Google.com)
Solutions Gallery
41. 41
How to access
www.google.com/analytics/partners/search/all
“Google Partners
Services & Technologies
are ready-to-use
applications that extend
Google Analytics in new
and exciting ways. This
includes solutions that
help analysts, marketers,
IT teams, and executives
get the most out of
Google Analytics and
complement
functionality.”
(source: Google.com)
Partner Services & Technologies
42. 42
Useful Websites
å Kissmetrics Blog: http://blog.kissmetrics.com
å LunaMetrics Blog: http://www.lunametrics.com/blog
å Occam’s Razor: http://www.kaushik.net
å Google Analytics Blog: http://analytics.blogspot.com
å My Blog: http://christineosazuwa.com/blog
43. 43
å Clean the Data with Filters, Segments & Bot Filtering
å Get Good Data with UTM Codes, Tracking Pixels, and Event Tracking
å Automate the Data Collection with Google Tag Manager
å Track Conversions with Goals
å Create Personas with Advertising Features
å Optimize the Site with Google Webmaster Tools and Experiments
å Make it All Easier with Dashboards, GA Partners & Blogs
RECAP
y
