Google Analytics: The Very Basics - M2Con Digital Marketing Conference

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You are invited to learn the very basics about Google Analytics (GA) from Brian McGrath. The goal is to have you leave with a working knowledge of what GA is, and be able to speak at a base level regarding this stats program.

This Presentation Covers:

- Things to know without ever having logged into an account
- Main stats to look at within GA
- Intermediate Tools that can help you do a lot in GA
- Questions & Answers

*Fair warning: This will be very basic. If you frequently visit Google Analytics, you most likely know all the information contained in this presentation.

Published in: Business, Technology
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  • Goal is to have audience go away not afraid to enter GA; to feel free to go in and click around; to have a familiarity with at least a few stats - use M2 GA account for examples (access through brian@ log in) - let audience know that they can’t screw anything up by going in here – you’re just looking into the stats and segmenting how you see fit – you’ll never erase data – click all around all you want - maybe at the end, go into live account to show how very simple it is - leave them with knowing that there is so much more that can be done with GA as far as finding info that will help improve their website and their business – we’re available for consulting and training
  • - Things to know about GA before you ever log in - The main stats you’ll always want to view - 2 quick tips for a deeper look at the data
  • Visitor statsPage (or Content) statsTraffic Source dataUser Technology infoEven Sales/Conversions numbers
  • Link accounts and you can use analytics to view webmaster tools info and adwords info
  • Multiple users with different log insAdminsUsersMust be a Google Account
  • GA does not - Track down to the individual - Give actual IPs of users
  • - Visitors need to have javascript enabled (nothing a Webmaster can do about that) - A Webpage needs to load the javascriptWhat is javascript – is a programming language; so Google gives you this piece of code in javascript
  • Overall TrafficAlong with different stats available for overall traffic (visits, uniques, pages/visit,…)Overall Traffic SourcesKeywords SourcesTop PagesMobile Traffic and Social Traffic (2 items that are hot)
  • This is the first stats screenNavigation to the leftWe are now on Audience > OverviewFrom here we can see a ton of website traffic information, from visits, uniques, pages/visit,…
  • This is the first stats screenNavigation to the leftWe are now on Audience > OverviewFrom here we can see a ton of website traffic information, from visits, uniques, pages/visit,…
  • This is the first stats screenNavigation to the leftWe are now on Audience > OverviewFrom here we can see a ton of website traffic information, from visits, uniques, pages/visit,…
  • This is the first stats screenNavigation to the leftWe are now on Audience > OverviewFrom here we can see a ton of website traffic information, from visits, uniques, pages/visit,…
  • This is the first stats screenNavigation to the leftWe are now on Audience > OverviewFrom here we can see a ton of website traffic information, from visits, uniques, pages/visit,…
  • For where you traffic is coming fromTraffic Sources >> opens up Sources >> opens up All TrafficThese are the sources of your traffic for the period. Google, direct, social media – where is the traffic coming from.Different stats available by sourceWhy is this knowledge important? - can invest in these sources if you find this traffic converts - can tailor content to these sources (i.e., if a website or forum is a big traffic generator, what might they be looking for?) - are there areas you are investing in that are not driving traffic? Why?
  • For where you traffic is coming fromTraffic Sources >> opens up Sources >> opens up All TrafficThese are the sources of your traffic for the period. Google, direct, social media – where is the traffic coming from.Different stats available by sourceWhy is this knowledge important? - can invest in these sources if you find this traffic converts - can tailor content to these sources (i.e., if a website or forum is a big traffic generator, what might they be looking for?) - are there areas you are investing in that are not driving traffic? Why?
  • For where you traffic is coming fromTraffic Sources >> opens up Sources >> opens up All TrafficThese are the sources of your traffic for the period. Google, direct, social media – where is the traffic coming from.Different stats available by sourceWhy is this knowledge important? - can invest in these sources if you find this traffic converts - can tailor content to these sources (i.e., if a website or forum is a big traffic generator, what might they be looking for?) - are there areas you are investing in that are not driving traffic? Why?
  • This is my passion – Keywords driving organic trafficTraffic Sources >> opens up Sources >> Search >> OrganicHere are the keywords driving traffic to the site; if it is just a brand name you may need SEODifferent stats available by sourceWhy is this knowledge important? - can invest in these sources if you find this traffic converts - find out of you need SEO - are there phrases you are targeting in that are not driving traffic? Why?
  • For what people seem to like or want from your websiteContent >> opens up Site Content >> opens up All PagesThese are the top visited pages for the period. Do people look for rates, products, company info.,,,? Do they stay on these pages long? Do they exit?Different stats available for pagesWhy is this knowledge important? - does your site seem to work as you expect? - might there be areas for content clarification or improvement? - are there pages people are not getting to?
  • For what people seem to like or want from your websiteContent >> opens up Site Content >> opens up All PagesThese are the top visited pages for the period. Do people look for rates, products, company info.,,,? Do they stay on these pages long? Do they exit?Different stats available for pagesWhy is this knowledge important? - does your site seem to work as you expect? - might there be areas for content clarification or improvement? - are there pages people are not getting to?
  • For what people seem to like or want from your websiteContent >> opens up Site Content >> opens up All PagesThese are the top visited pages for the period. Do people look for rates, products, company info.,,,? Do they stay on these pages long? Do they exit?Different stats available for pagesWhy is this knowledge important? - does your site seem to work as you expect? - might there be areas for content clarification or improvement? - are there pages people are not getting to?
  • For if people are using mobile devices to see your websiteAudience >> opens up Mobile >> opens up OverviewLet’s you see how much of the traffic was from a mobile deviceDifferent stats available for each typeWhy is this knowledge important? - if good percentage of traffic is mobile, is your site giving them what they want? - is the site showing correctly to mobile visitors
  • For if people are using mobile devices to see your websiteAudience >> opens up Mobile >> opens up OverviewLet’s you see how much of the traffic was from a mobile deviceDifferent stats available for each typeWhy is this knowledge important? - if good percentage of traffic is mobile, is your site giving them what they want? - is the site showing correctly to mobile visitors
  • You can then see which mobile devices people are using
  • You can then see which mobile devices people are using
  • Are you getting traffic from social media sites?Traffic Sources>> opens up Social >> opens up OverviewLet’s you see how much of the traffic and from where, is socialWhy is this knowledge important? - if good percentage of traffic coming from different social sites? - what sites drive traffic? - are you active there? Can you leverage that?
  • Are you getting traffic from social media sites?Traffic Sources>> opens up Social >> opens up OverviewLet’s you see how much of the traffic and from where, is socialWhy is this knowledge important? - if good percentage of traffic coming from different social sites? - what sites drive traffic? - are you active there? Can you leverage that?
  • Default Advanced SegmentsAllows you to easily segment by specific audience types (returning visitors, search traffic, mobile traffic, …)I encourage you to play around with thatIt allows you to analyze which audiences might be working best, which might need some workCarry throughout your stay, until you undo it
  • Comparing Date RangesOn every page
  • Carry throughout your stay, until you undo itCompare week to week, month to month, year to year – really any period you have data forSeasonal cycles, bumps due to promotions/advertising, new areas of the site, new products,….
  • Google Analytics: The Very Basics - M2Con Digital Marketing Conference

    1. 1. By The Time The Bell Rings…
    2. 2. What Goes Into GoogleAnalytics?
    3. 3. One Stop Shop
    4. 4. GA Can Be Shared
    5. 5. You Need The Key
    6. 6. GA Is Not Natural
    7. 7. GA Does Not
    8. 8. GA Almost Has It All
    9. 9. Let’s Head To A Real Account
    10. 10. http://www.google.com/analytics
    11. 11. Log In
    12. 12. Questions?Let’s Talk
    13. 13. ThanksBrian McGrathbrian@mannixmarketing.comx216

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