Google Analytics 101


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Learn the basics of how to create and set up your Google Analytics account in this presentation by Chris Countey, SEO & Analytics Manager for Stream Companies.

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Google Analytics 101

  1. 1. Google Analytics 101 January Webinar
  2. 2. Who you are talking to • Chris Countey SEO & Analytics Manager Stream Companies • • @chriscountey • @streamcompanies •
  3. 3. About me • I’ve been building websites since 1999 • I’ve worked as an SEO for about 7 years for agencies, in-house for companies and as a consultant • I frequently attend and speak at local SEO meetups and conferences. I was one of a handful of speakers who presented when Moz came to Philadelphia • I have my GAIQ (Google Analytics Individual Qualification) Certificate • My goal for 2014 is to help Stream become one of the very few agencies in the Philadelphia area become a Google Analytics Certified Partner (GACP) • Needless to say, I am a nerd
  4. 4. HASHTAG: #streaminar @chriscountey @streamcompanies
  5. 5. Google Analytics 101 Overview I’ll discuss the following topics today: •Why it’s important to measure website data •How to set up Google Analytics for your website (account & tracking info) •How to clean up your data (filters) •How to configure Google Analytics to initially measure success (goals) •How to create simple dashboards •How to automatically email reports •How to view standard reports (acquisition vs behavior vs conversions) •Resources • • How Business Owners Use Google Analytics To Gain An Edge & Make Smarter Decisions (blog post) Custom Google Analytics reports and dashboards you can download and install TODAY •Q&A
  6. 6. Why is measuring website traffic data important?
  7. 7. Why is measuring website traffic data important? Acquisition Behavio r Conversion s
  8. 8. How to set up Google Analytics Unless you’re installing Google Analytics on a brand new site, it’s recommended that you choose Classic Analytics.
  9. 9. How to set up Google Analytics Account Information Tracking Code
  10. 10. How to set up Google Analytics Adding the code to your website In order for Google Analytics to start tracking data for your website, this code needs to be added to the <head> section of every page of your website. Most sites use templates or place holders for this part of your website. In other words, you can add the code to the template and it will appear on every page of your site. If you need to add this code to every page of your website manually, please call Stream immediately to discuss a website redesign.  1-866-894-0092 Tracking Code
  11. 11. How to set up Google Analytics Check your tracking Once you’ve installed your tracking code, visit your website. Click Reporting > Real Time and you should have at least one visitor, you! (Hopefully you have a lot more than that!) Real Time Visits
  12. 12. How to set up Google Analytics If you need it later… You can find your tracking JavaScript code under Admin > Property Real Time Visits
  13. 13. Filter Out Visits from Your IP Address Now that we know Google Analytics is tracking data, we want to filter out our own visits. As an SEO agency, Stream visits our clients’ sites A LOT and we don’t want our visits to skew the numbers. How to Get Your IP Address Visit Your IP will look like #.#.#.# or
  14. 14. Filter Your IP Address(es) in GA Google Analytics Views Adding the Filter Before we create a new filter, we want to create a new View of our data. • In Admin, select your new View (calling it Filtered Data is recommended) • Select Filters, + New Filter • Give it a name that indicates who/where • Select “traffic from the IP addresses” • … that are equal to • Enter your IP • Visit your website and then view Real Time visits again We want to have at least 2 Views of our website: •RAW Data (everything) •Filtered Data (excluding known IPs) •You can create a view for pretty much any filter you need In GA, click the Admin button, select your account and then your property. The default view is “All Web Site Data”. Click on it and select Create new view
  15. 15. Setting Up Your First Goal Goal The most basic conversions to track are “contact us” submissions Test your form (good idea anyway) to see what URL it takes you to Admin > Goals > Create New Example -talk nk-you New Goal > Type: Destination Destination Equals to: /thank-you For now, leave the Value and Funnel off. Save.
  16. 16. Create Your First Dashboard Reporting > Dashboards > New Dashboard The Google Analytics Solutions Gallery has a large variety of dashboards that are free to download. These can help you get started in learning advanced GA while seeing some actionable data at the same time. •Create a New Dashboard •Import from the Solutions Gallery •Select Your GA View •Your new dashboard will appear in that view
  17. 17. Set Up Your First Automatic Email From any report page, click on the Email button at the top and choose your options
  18. 18. Back to this for a moment… Acquisition Behavio r Conversion s
  19. 19. Don’t get overwhelmed! Break down the data. Acquisition SEO, PPC, Social, Branding, Advertising Behavio r Site speed, navigation, design, content Conversion s CRO, design, CTAs, community
  20. 20. For more information on Google Analytics for business, please read my blog post: How Business Owners Use Google Analytics To Gain An Edge & Make Smarter Decisions Thank you! Watch for the Replay! email: chris.countey@streamcompanies twitter: @chriscountey