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Google Analytics Training

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Google Analytics dominate among other analytic tools. If you do not analyse and measure your online effort you waste time and energy. It is crucial to know your goals, compare the actual figures with set targets and modify actions. Dimitris Zotos, Digital Strategy Manager at award-wining agency theMediaFlow.Give gave us a presentation on concepts and hands on tips during one of our workshops.

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Google Analytics Training

  1. 1. Google Analytics Training @dimitriszotos
  2. 2. Who are you? @dimitriszotos
  3. 3. Which topics would you prefer? @dimitriszotos
  4. 4. Hello! It’s me. @dimitriszotos  I’m Greek. I moved to London 6 months ago.  Digital strategy manager at theMediaFlow  7 years of agency experience  Google Analytics & AdWords Certified  Volunteer at Outreach Digital.
  5. 5. Agenda 2 Basic Concepts Traffic Analysis Attribution Action 1 3 @dimitriszotos 4
  6. 6. Basic Concepts
  7. 7. Why do we use Google Analytics? @dimitriszotos
  8. 8. To Avoid This
  9. 9. How Google Analytics Works? @dimitriszotos
  10. 10. How Google Analytics Works? @dimitriszotos
  11. 11. How Google Analytics Works @dimitriszotos Data Collection Configuration Data Processing Reporting
  12. 12. How Google Analytics Works @dimitriszotos
  13. 13. @dimitriszotos Google Analytics provides us with information presented through metrics and dimensions.
  14. 14. @dimitriszotos War is 90% Information
  15. 15. Metrics & Dimensions @dimitriszotos Metric: Is a number.
  16. 16. Metrics & Dimensions @dimitriszotos Dimension: A dimension is, typically, an attribute of the Visitor to your website. Metric: Is a number.
  17. 17. Metrics & Dimensions @dimitriszotos Dimension: A dimension is, typically, an attribute of the Visitor to your website. Metric: Is a number. A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives.
  18. 18. Metrics @dimitriszotos Sessions Transactions Bounce Pageviews Time on site Clicks Revenue % Exists
  19. 19. Dimensions @dimitriszotos Country Date Operating System Device Visitor Type Landing Page Age
  20. 20. @dimitriszotos All these metrics are completely useless without context.
  21. 21. QUIZ @dimitriszotos A visitor enters the home page of a website from a laptop in the morning, and in the same day, he enters the home page of the same website from his smartphone device. How many sessions? How many pageviews?
  22. 22. Hints @dimitriszotos Hits: All data is sent using a hit. Most hits are actually the request for an invisible image file. events, pageviews, tranactions, user timings, screenviews.
  23. 23. Hints @dimitriszotos Hits: All data is sent using a hit. Most hits are actually the request for an invisible image file. events, pageviews, tranactions, user timings, screenviews. Session: A session is a collection of hits. It ends when there has been 30 minutes of inactivity.
  24. 24. Hints @dimitriszotos Hits: All data is sent using a hit. Most hits are actually the request for an invisible image file. events, pageviews, tranactions, user timings, screenviews. Session: A session is a collection of hits. It ends when there has been 30 minutes of inactivity. User: A user is the tools best-guess of an anonymous person.
  25. 25. Traffic Analysis
  26. 26. All Traffic Analysis @dimitriszotos
  27. 27. Segments
  28. 28. Advanced Segments @dimitriszotos
  29. 29. Analysis Using Segments @dimitriszotos
  30. 30. Plot @dimitriszotos
  31. 31. Table View @dimitriszotos
  32. 32. Secondary Dimension @dimitriszotos
  33. 33. Table Filter @dimitriszotos
  34. 34. Advanced Filter @dimitriszotos
  35. 35. Cohorts @dimitriszotos
  36. 36. Export Data @dimitriszotos
  37. 37. Supermetrics? @dimitriszotos
  38. 38. Analyse on Google Sheets @dimitriszotos
  39. 39. Attribution
  40. 40. With Attribution @dimitriszotos We assigncreditfor sales and conversions to touchpoints in conversion paths.
  41. 41. Multi Channel Funnel @dimitriszotos MCF helps us see what happens before a conversion
  42. 42. Multi Channel Funnel @dimitriszotos MCF helps us see what happens before a conversion Assisted conversions: touch-points that assisted
  43. 43. Multi Channel Funnel @dimitriszotos MCF helps us see what happens before a conversion Assisted conversions: touch-points that assisted Sessions/Days to Transaction (how many sessions/days it takes to get someone to convert)
  44. 44. Multi Channel Funnel @dimitriszotos
  45. 45. Resources
  46. 46. Training Material, Online Course & Certification @dimitriszotos Advanced Web Metrics with Google Analytics (book) Occam's Razor (website) Google Analytics Blogpost Analytics Individual Qualification (IQ)
  47. 47. Time for Action
  48. 48. Want more?
  49. 49. Thanks for your attention!

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