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WordCamp Toronto 2014David Bird
@d8vidbird
 According to Wikipedia:
◦ a free service that generates detailed statistics about a website's
traffic and traffic source...
Goals
 Setting goals makes reading reports easier
 Using goal values makes reading reports even easier
Reporting
 The A...
Changing how you look at website data
 What you want people
to do on your website
◦ Get to a thank you page
◦ A confirmation page
◦ Click a down load
◦ Read co...
 Ranks the pages by
contribution to
achieving that goal
◦ Page with $0.35 is worth
more than one with $0.15
 Differentia...
 Compare traffic sources
◦ Email vs. Social Media
 Identify strong / weak pages
◦ Popular versus valuable pages
 Identi...
 Acquisition
 Behaviour
 Conversions
How people find your website
$2,500 / month
$2,500 / month
What people do on your website
Did people do what you wanted them
to do?
Your GOALS
Type Measure of……
Destination Users doing what you want
them to do.
Going to a specific page on your
site (ex; Thank you, ...
1. Admin > Views > Goals
2. Click “Custom” (near the bottom)
3. Name the goal
4. Select goal type you need:
◦ Destination ...
1. Set up 3 goals - With
values:
I. Destination Goal
II. Duration goal
III. Pages / session goal
 Wait 2 weeks
 Look at ...
Gaining even more insights
 When users can’t find
something they use
search
 Identifies
◦ SEO search terms for your pages
◦ Content you can add because people are looking for it
◦ What’s missing fr...
Image from ZERO TO WORDPRESS HERO
Ben Lobaugh
1. Load the GA code properly
2. User Type Filters
3. Set Domain
4. Tracking File Downloads (PDFs, Zip, Word, etc.)
5. Trac...
1. Load the GA code properly
2. User Type Filters
3. Set Domain
4. Tracking File Downloads (Ex: PDFs, Zip,
Word, etc.)
5. ...
Google Universal Analytics
By Andrius Dobilinskas
Just check the boxes
Google Analytics
By Yoast
Just check the boxes
 Tracking code properly installed
 Cleaner information:
◦ Filtered out ourselves from GA data
◦ Only our domain is being...
 Make 3 Goals in next 24
hours
◦ Destination, Duration,
and pages / session
 Set-up Site Search
 Load and set up a GA
p...
 David Bird
 Bird’s Eye Marketing
 www.birdseyemarketing.ca
 david@birdseyemarketing.ca
 @d8vidbird
 613-875-4987
Wc to   demystifying google analtyics reports
Wc to   demystifying google analtyics reports
Wc to   demystifying google analtyics reports
Wc to   demystifying google analtyics reports
Wc to   demystifying google analtyics reports
Wc to   demystifying google analtyics reports
Wc to   demystifying google analtyics reports
Wc to   demystifying google analtyics reports
Wc to   demystifying google analtyics reports
Wc to   demystifying google analtyics reports
Wc to   demystifying google analtyics reports
Wc to   demystifying google analtyics reports
Wc to   demystifying google analtyics reports
Wc to   demystifying google analtyics reports
Wc to   demystifying google analtyics reports
Wc to   demystifying google analtyics reports
Wc to   demystifying google analtyics reports
Wc to   demystifying google analtyics reports
Wc to   demystifying google analtyics reports
Wc to   demystifying google analtyics reports
Wc to   demystifying google analtyics reports
Wc to   demystifying google analtyics reports
Wc to   demystifying google analtyics reports
Wc to   demystifying google analtyics reports
Wc to   demystifying google analtyics reports
Wc to   demystifying google analtyics reports
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Wc to demystifying google analtyics reports

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Google Analytics produces thousands of different numbers, metrics and statistics. There’s so many numbers it can be more confusing than enlightening trying to figure out which ratios should be taken into account, which stats are the most important.

This session is a beginner’s guide to best practice set up of Google Analytics and navigating the user interface so you can look at your traffic more critically. We’ll also talk about how Google Analytics WordPress plugins simplify your set-up and analysis.

Learning outcomes

Identify your most valuable (not popular) web pages
Discover your most valuable traffic sources
Interpret your data by understanding key concepts and terms
How to get more from your Google Analytics plug-ins.

Published in: Marketing
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Wc to demystifying google analtyics reports

  1. 1. WordCamp Toronto 2014David Bird @d8vidbird
  2. 2.  According to Wikipedia: ◦ a free service that generates detailed statistics about a website's traffic and traffic sources. ◦ Tracks visitors from all referrers, including search engines, social networks, direct visits and referring sites. ◦ It also displays [results from marketing campaigns] … and digital collateral such as links within PDF documents, [videos, kiosks, and just about anything else]. ◦ It's [probably] the most widely used website statistics service.
  3. 3. Goals  Setting goals makes reading reports easier  Using goal values makes reading reports even easier Reporting  The ABC’s of reports Plug-ins  How WordPress Plug-ins help
  4. 4. Changing how you look at website data
  5. 5.  What you want people to do on your website ◦ Get to a thank you page ◦ A confirmation page ◦ Click a down load ◦ Read content ◦ Comment ◦ Etc.  You will have multiple goals
  6. 6.  Ranks the pages by contribution to achieving that goal ◦ Page with $0.35 is worth more than one with $0.15  Differentiates between popular and valuable
  7. 7.  Compare traffic sources ◦ Email vs. Social Media  Identify strong / weak pages ◦ Popular versus valuable pages  Identify what “assists” achieving goals
  8. 8.  Acquisition  Behaviour  Conversions
  9. 9. How people find your website
  10. 10. $2,500 / month
  11. 11. $2,500 / month
  12. 12. What people do on your website
  13. 13. Did people do what you wanted them to do? Your GOALS
  14. 14. Type Measure of…… Destination Users doing what you want them to do. Going to a specific page on your site (ex; Thank you, order confirmation, etc. Duration Engagement Pages per session Engagement Event Engagement And …… Users doing what you want them to do
  15. 15. 1. Admin > Views > Goals 2. Click “Custom” (near the bottom) 3. Name the goal 4. Select goal type you need: ◦ Destination = specific page on your website (thank you, order confirmation) ◦ Pages / Session = viewed a specific number of pages ◦ Duration = spent a specific amount of time on your site 5. Follow the steps for the selected goal type 6. Insert a goal value 7. Save
  16. 16. 1. Set up 3 goals - With values: I. Destination Goal II. Duration goal III. Pages / session goal  Wait 2 weeks  Look at your data  Is it easier to identify strengths and opportunities?
  17. 17. Gaining even more insights
  18. 18.  When users can’t find something they use search
  19. 19.  Identifies ◦ SEO search terms for your pages ◦ Content you can add because people are looking for it ◦ What’s missing from your website.
  20. 20. Image from ZERO TO WORDPRESS HERO Ben Lobaugh
  21. 21. 1. Load the GA code properly 2. User Type Filters 3. Set Domain 4. Tracking File Downloads (PDFs, Zip, Word, etc.) 5. Track Outbound links (social media buttons) 6. Site Search 7. Goals and goal values
  22. 22. 1. Load the GA code properly 2. User Type Filters 3. Set Domain 4. Tracking File Downloads (Ex: PDFs, Zip, Word, etc.) 5. Track Outbound links (Ex: social media buttons)
  23. 23. Google Universal Analytics By Andrius Dobilinskas Just check the boxes
  24. 24. Google Analytics By Yoast Just check the boxes
  25. 25.  Tracking code properly installed  Cleaner information: ◦ Filtered out ourselves from GA data ◦ Only our domain is being tracked  Tracking file downloads  Tracking outbound links
  26. 26.  Make 3 Goals in next 24 hours ◦ Destination, Duration, and pages / session  Set-up Site Search  Load and set up a GA plug-in
  27. 27.  David Bird  Bird’s Eye Marketing  www.birdseyemarketing.ca  david@birdseyemarketing.ca  @d8vidbird  613-875-4987

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