Google Analytics Seminar - part 1


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Part one of the Work Interactive/Crush Google Analytics seminar. Watch the videos on and read all about the seminar on our blog (

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  • Shows how people find and use your site so you can make informed site design and content decisions, Improve your site to convert more customers into customers, track the progress of your keywords, ads and other marketing campaigns, and track metrics such as revenue average order value and e-commerce conversion rates.
  • Can help you answer important questions about your site and marketing initiatives.
  • Been made for novices, as well as Google analytics experts.
    Map Overlay - best way to target campaign by geographic region
    Adwords Integration - Allows everything to be in one place
    Internal Site search - how and what they are looking for
    Benchmarking - are you under of overperforming against your industry vertical
    Funnel Visualisation - optimise your conversion and ecommerce click-paths

  • In this example, the user has access to 3 google analytics accounts. Click on the name of the account to access.
  • Takes you to the account specific page were you can manage the set up and configuration of your account and profile. You can toggle to your other accounts at the top of the page. From this screen you can access Analytics Reports. You can edit configurations along with your filters permissions and profiles along the bottom.
  • This link takes you to the google analytics help centre.
  • In the left-hand navigation, you’ll see that your reports are organised into categories: visitors, traffic.. You won’t see the ecommerce sections here if you do not have ecommerce reporting enabled. To view a report, click on the category, and the reports available will appear. Some reports contain additional reports such as the adwords report. We will be looking over the individual areas of categories througout the seminar.
  • You can select a date range to compare to the current date range. When using the timeline to set a comparison date range you’ll see two date sliders instead of just one. you can use this to see how your site is performing month over month, year over year, or even from one day to another.
  • You can also compare 2 metics on the same graph to see how they are correlated. Click on the arrow on the top left of the graph, then click the “conpare 2 metrics” link for the metric you want to compare. For this example, we’re gabbing visitors vs average time on site.
  • Nearly every report contains a short narrative that summerises the traffic that is included in the report. the scorecard below the narrative provides metric aggregates, and average for the traffic. each box in the scorecard contains a question mark button. clicking opens a small window which explains how the metric is calculated.
  • The adwords campaigns reports have an additional tab called clicks. this tab contains adwords related metics such as clicks, cost, revenue per click and ROI.
  • You can segment table data in different ways by using the Dimension pull-down menu. for example, if you want to see the traffic in your keywords report broken down by city, you just select city from the pull down menu.
  • For Keywords and search engines reports, you have the option to analyse just paid, just non-paid traffic or all search traffic. simply click on the links above the scorecard to make your selection.
  • Some reports allow you to view results by hour. on these reports, you can select the day you want by click on the clock button in the top right corner next to graph by.
  • The fifth icon allows you to to see a summary report with graphs for the traffic you are analysing.
  • Google Analytics Seminar - part 1

    1. 1. Introduction to Google Analytics Hosted by Work Interactive
    2. 2. Google Analytics Overview Google Analytics is a free, hosted web analytics tool that can help you create more effective sites and increase ROI on marketing campaigns With Google Analytics, you can: •Make informed site & content decisions •Increase conversions •Measure keyword and ad performance •Track a wide variety of metrics
    3. 3. Providing Answers to Difficult Questions How are visitors using my site? How can I make my marketing campaigns more effective and accountable? Am I creating effective content? Where and why are shoppers abandoning my shopping cart? How do I improve site interaction?
    4. 4. A Few Features... •Map Overlay •AdWords Integration •Internal Site Search •Benchmarking •Funnel Visualisation
    5. 5. Interface Navigation
    6. 6. Initial Screen
    7. 7. Analytics Settings
    8. 8. Report Interface
    9. 9. Report Structure 5 Main Navigation Categories: Visitors •Visitor information such as loyalty, language, and location Traffic Sources •Natural and paid sources of traffic; includes AdWords reports Content •Pages viewed Goals •Conversion rates and goal paths Ecommerce (if enabled) •Commerce tracking, visitor loyalty, revenue sources, and product-specific information
    10. 10. Setting a Comparison Date Range You can use either the Calendar or Timeline to select a comparison date range
    11. 11. Multi-Line Graphs Compare two metrics over time
    12. 12. Narratives and Scorecards The narrative summarizes the traffic that’s included in the report The scorecard provides metric aggregates and averages
    13. 13. Report Tabs Use the tabs to toggle between difference kinds of metrics
    14. 14. Quick Segmentation Use the Dimension menu to segment table data by Source, City, Campaign etc.
    15. 15. Keyword Reports Within the Keywords and Search Engines reports, you can show all keywords (total), or only paid or non-paid keywords
    16. 16. Hourly Reporting For Reports with hourly reporting, you can change the report view
    17. 17. Report Views
    18. 18. Thank you for reading Got a question? Email Or call +44 (0) 845 658 1657