Conversions – macro is buying a product Goals – download a brochure View a video Email subscriptions Time spent on a webpage 5 goals with 4 sets
Premium cost – 1500 dollars per year Dedicated support team, sla’s & faster processing – 50 custom variables vs 5 custom variables Competitor- adobe marketing cloud Data studio option – only 5 reports available in free version Segmentation is done via custom variables; Premium rebranded to 360 suite
Optimizie – a/b testing
Premium cost – 1500 dollars per year Dedicated support team, sla’s & faster processing – 50 custom variables vs 5 custom variables
Dominos used google analytics 360, google tag manager, google big query And integration of crm data
76 million pizzas in one year and 766 million revenue 30% increase in online sales and account for 70% of sales And form mobile phone
First pizza online in 1999 Previously only channel focussed insights were available Which markeing channel or keyword influence a particular customer segment the most tags help to get data of customers across applications via the data layer
Introduction to Google Analytics
What does Google Analytics do?
It is a powerful tool that analyses:
• Where are visitors coming from
• How are they navigating through your site
• Page Views
• Volume of Transactions
• Success of Transactions (% Complete and % Dropped out of Sales Funnel)
A segment is a subset of your Analytics data. Segments let you isolate and analyze those subsets of data so you
can examine and respond to the component trends in your business..
A session is a group of interactions that take place on your website within a given time frame. A single user can
open multiple sessions. As soon as one session ends, there is then an opportunity to start a new session. There
are two methods by which a session ends: 1) Time Based and 2) Campaign Based
In Google Analytics, a property is a website, mobile application, or blog, etc., that is associated with a unique
tracking ID. A Google Analytics account can contain one or more properties.
A subset of a Google Analytics account property that can have its own unique configuration settings. You can
create multiple views for a single property and modify what data shows in each view.
Filters allow you to limit and modify the data that is included in a view. For example, you can use filters to exclude
traffic from particular IP addresses, focus on a specific subdomain or directory, etc.
Bounce Rate is the percentage of single-page sessions (i.e. sessions in which the person left your site from the
entrance page without interacting with the page).
A configuration setting that allows you to track the valuable actions, or conversions, that happen on your site or
Dimensions & Metric
Dimensions are attributes of your data. For example, the dimension City indicates the city, for example, "Paris" or
"New York", from which a session originates. Metrics are quantitative measurements. The metric Sessions is the
total number of sessions. The metric Pages/Session is the average number of pages viewed per session.
Segment VS. Filter
The Social Relationship
The social web connects people where they share, critique
and interact with content and each other. Social analytics
provides you with the tools to measure the impact of social.
You can identify high value networks and content, track on-
site and off-site user interaction with your content, and tie it
all back to your bottom line revenue through goals and
Here's how we see this story:
Sources & Pages: Identify networks & communities where
people engage with your content.
Conversions: Measure the value of social by tracking your
goals, conversions and ecommerce transactions.
Social Plugins: Measure your on-site user engagement.
Social Users Flow: Compare traffic volumes and user traffic
patterns through your site.
• Goals – Set of events that are determined and evaluated
• E-commerce – analyse purchase activity on the website
• Multi-channel Funnels – depicts the working of marketing channels to create sales and
• Attribution - set of rules, that determines how credit for sales and conversions is
assigned to touchpoints in conversion paths
Link: Google Analytics Conversions
Google Analytics Solutions – Premium
• Google Analytics 360 Suite – Built
• A set of integrated data and
marketing analytics products such
1. Google Analytics 360
2. Google Optimize 360
3. Google Audience Centre 360
4. Google Tag Manager 360
5. Google Data Studio 360
6. Google Attribution 360
• Lack of integrated marketing measurement across devices
• Create a holistic view of customer behaviour
• Make cross-channel marketing performance analysis easy and efficient
• Realized an immediate 6% increase in monthly revenue
• Saved 80% year-over-year in ad serving and operations costs
• Increased agility with streamlined tag management
• Obtained easy access to powerful reporting and customized dashboards
2 Best Practices you should follow
Determine when people
abandon the shopping
GOALS > Create new
GOAL with your URL
destination > Check
2 Best Practices you should follow
• Identify if you need a
• REPORTING > Devices>
Primary Dimension time:
Mobile Device info.
If the average time on site is lower and the bounce rate is higher than your overall
numbers, then we know that you’re losing that much of your mobile traffic.