Basics of Google Analytics for beginners

1. © Gayatri Gadre
Google Analytics for
dummies
By Gayatri Gadre

2. © Gayatri Gadre
 Introduction to Google Analytics
 Why use Google Analytics
 Key Metrics
 Action Plan
 A look at Crusader’s analytics
 Exercise
 Creating Report
 Useful References
Agenda

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What is it?
Powerful digital analytics
tool which measures
website activity and
performance.
Oh by the way, Its free

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Who should use it?
Anyone who wants to
understand the visitors
- Business owners
- Webmasters
- Marketing team
- Content developers

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Why use it?
Measure –
- What you are doing to gain
visitors?
- Is it worth it?
- What is working and what is
not?
- Are you earning back all the
money you invested in
various activities?

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Why use it?
Know your audience –
- What customers think & behave like?
- What do they want?
- What do they like and dislike about your site?
- Do they want to hear more?
- Are they coming back?

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Why use it?
Identify trends & patterns –
- What has changed over time?
- Why do visitors coming from Facebook, spend more time
on website?
- Why people leave website from a certain page
- What resulted in a person buying/enquiring?

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Key Metrics

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Some Terminologies
 User
 Session
 Pageviews
 Bounce Rate
 Pages/session
 Average Session Duration

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Ed
Ed is 45 yr old
Lives in Bristol
Maggie is 35 yr old
Lives in Richmond
Maggie

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Ed
Summer in the soup
Red Sea Offers
Session 1
Ed
Search
Website
Session 2
1 User
1 User
Sessions

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User – No. of unique people who visited website
Session – Total no. of visits by all users (including multiple
visits from one user)

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Maggie
Website
Home page
Italian Holiday Villas
- The Umbria & Tuscany
Collection
- Ca' di Bracco
- Spello Apartments
- Casa Riozzo
- Umbria late offers
1 Session1 User 7 Pageviews
Pageviews
Pageviews – No. of pages viewed in one session

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Ed
Summer in the soup
Red Sea Offers
Session 11 User
Bounce rate
Bounce Rate – No. of people who visited only one page.
Example: 74 out of 100 users viewed only 1 page on the website and left the site
i.e. 74% Bounce rate

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Maggie
Website
Home page
Italian Holiday Villas
- The Umbria & Tuscany
Collection
- Ca' di Bracco
- Spello Apartments
- Casa Riozzo
- Umbria late offers
1 User 7 Pageviews
Pages/session
Ed
SearchSearch
Home page
Worldwide Diving
- Bahamas
- Curacao
- Thailand
2 User
Session 1
Session 2
5 Pageviews

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Pages/session
Pages/session – No. of pages viewed in one session
Session 1 – 7 Pageviews,
Session 2 – 5 Pageviews
Pages/Session = (7 + 5) / 2
= 6

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Ed
Summer in the soup
Red Sea Offers
Session 1, 5 minutes 32 seconds
Ed
Search
Website
Session 2, 1 minute 10 seconds
1 User
1 User
Average Session duration

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Average Session duration
Session 1 = 5 minutes 32 seconds
Session 2 = 1 minute 10 seconds
Average session duration = (5:32 + 1:10) / 2
= 3:21
Average Session Duration – Time spent during one session

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Action Plan

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Action
Plan
Set measurable goal
Measure current
performance
Assess
How will you improve it

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Insights

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Email campaigns
Open rate = (Total opens/Email sent to) * 100
Click rate = (Total clicks/Email sent to) * 100

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Channels

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Exercise
Action
Plan
Set measurable goal
Measure current
performance
Assess
How will you improve it

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Report

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 Introduction to Google Analytics
 Why use Google Analytics
 Key Metrics
 Action Plan
 A look at Crusader’s analytics
 Exercise
 Creating Report
 Useful References
Lets recollect

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Next Steps
•Go through Google Analytics
•Spend 10 minutes every morning to see the reports for previous days
activities on website
•Look at the email report 3 days after you have sent it

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Useful References
•https://support.google.com/analytics/answer/4556791
•https://analyticsacademy.withgoogle.com/explorer
•https://www.youtube.com/user/googleanalytics

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Thank you