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Google Analytics
Training
@dimitriszotos
Who are you?
@dimitriszotos
Which topics would you prefer?
@dimitriszotos
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.
Agenda
2
Basic Concepts
Traffic Analysis
Attribution
Action
1
3
@dimitriszotos
4
Basic
Concepts
Why do we use Google
Analytics?
@dimitriszotos
To Avoid This
How Google Analytics Works?
@dimitriszotos
How Google Analytics Works?
@dimitriszotos
How Google Analytics Works
@dimitriszotos
Data Collection
Configuration
Data Processing
Reporting
How Google Analytics Works
@dimitriszotos
@dimitriszotos
Google Analytics provides us
with information presented
through metrics and
dimensions.
@dimitriszotos
War is 90% Information
Metrics & Dimensions
@dimitriszotos
Metric: Is a number.
Metrics & Dimensions
@dimitriszotos
Dimension:
A dimension is, typically, an attribute of
the Visitor to your website.
Metric: Is a number.
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.
Metrics
@dimitriszotos
Sessions
Transactions
Bounce
Pageviews
Time on site
Clicks
Revenue
% Exists
Dimensions
@dimitriszotos
Country
Date
Operating System
Device
Visitor Type
Landing Page
Age
@dimitriszotos
All these metrics are
completely useless without
context.
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?
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.
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.
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.
Traffic
Analysis
All Traffic Analysis
@dimitriszotos
Segments
Advanced Segments
@dimitriszotos
Analysis Using Segments
@dimitriszotos
Plot
@dimitriszotos
Table View
@dimitriszotos
Secondary Dimension
@dimitriszotos
Table Filter
@dimitriszotos
Advanced Filter
@dimitriszotos
Cohorts
@dimitriszotos
Export Data
@dimitriszotos
Supermetrics?
@dimitriszotos
Analyse on Google Sheets
@dimitriszotos
Attribution
With Attribution
@dimitriszotos
We assigncreditfor sales and
conversions to touchpoints in
conversion paths.
Multi Channel Funnel
@dimitriszotos
MCF helps us see what
happens before a conversion
Multi Channel Funnel
@dimitriszotos
MCF helps us see what
happens before a conversion
Assisted conversions: touch-points that
assisted
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)
Multi Channel Funnel
@dimitriszotos
Resources
Training Material, Online
Course & Certification
@dimitriszotos
Advanced Web Metrics with
Google Analytics (book)
Occam's Razor (website)
Google Analytics Blogpost
Analytics Individual Qualification (IQ)
Time for
Action
Want more?
Thanks for your
attention!

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