My workshop presentation at the Rocks Digital Conference 2017. Learn more about our customer digital marketing and SEO classes at www.searchengineacademytexas.com

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Demystifying
Google Analytics

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Beth Kahlich
President – Search Engine Academy Texas
www.SearchEngineAcademyTexas.com
@BethKahlich

3. @BethKahlich
Why Google Analytics
• Business Owners
• Agencies
• Corporate
It’s FREE

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Business Owners
• Where is the best place to spend my marketing dollars?
• Is XYZ service driving traffic to my site / driving sales
• What products / services are people interested in?
• Where does my website need improving?

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Agencies
• Show results from activities to clients
• How to inform clients without overwhelming
• Understanding the needs of various types of clients
• Personality/Goals affect reporting needs
• Guidance for internal teams about what is working / not working

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Corporate
• Are we reaching our goals for the Month / Quarter / Year
• Defining “goal” – is it sales or are we looking higher up in the funnel
• Learn about what’s working SOONER
• Activities = Results?
• Where to re-align activities of sales / marketing
• Is your content strategy driving traffic? Driving engagement?

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How does GA work
Place a snippet of code in the back end of your
website (different depending on website).
That code sends information to Google
Analytics.
Even if you DON’T have Google Analytics,
Google can see general data about how people
interact with your site.
Search > Click > Return to Search
“they must not have found what they wanted”

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Numbers Doesn’t Mean They are Exact
• Assumption that numbers should
be exact
• Google Analytics spam
• It’s more about trends than exact
numbers

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Basic information from Google Analytics

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More advanced information from Google Analytics

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Ecommerce – More Advanced
• Worth the work if selling online
• Shopify – least confusing integration
• Wordpress – Woo Commerce (harder than it looks)
• Magento – (open source) advanced, get an expert

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You Will Need Help for More Advanced
• Good data – make sure things are set up correctly
• How to find someone to help
• Rocks Digital – several great speakers that work for agencies
• Ask for consulting session with an agency, ask them for recommendations for
someone to help you.

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A QuickTour Of Google Analytics
• Basic navigation
• What data is available to you in Google Analytics

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View 1
View 2
View 3
Organizational Overview of Google Analytics

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Setup and Admin of GA

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Setup and Admin of GA

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Setup and Admin of GA
Must match your URL!

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Admin Settings
Admin has moved to bottom
left menu.
Remember these from the flow chart and setup?

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Account – Property – View

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Must-have settings
• Multiple Views
• Filters
• Goals

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Multiple Views
• Main View
• add filters for your office
• add other settings (goals,
ecommerce)
• Raw View – no filters
• Test View
• trying something new?
do it here first so you don’t mess
up the data

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Filters
When you are at your
office – do a Google
search for
“What is my IP Address”

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Goals
• Goals – what do you want to measure
• Important but harder to set up
• How many sales transactions?
• How many form submissions?
• Simple one to get started
• How many times did people look at more than ___ pages of my site?
• How many times did people stay on my site longer than ___ seconds?
Sales Funnel
sales transaction
how long
did they
stay on the
site?

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Goals

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Report Area
• You can’t mess anything up!

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Selecting An Account And Property
account and property selector

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Primary Sections Within GA
primary sections
NEW – Home
Button

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Dashboards
Dashboards
Summaries of data that can be
emailed to key stake holders to
keep them in the loop

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Custom Reports

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Categories And Sub-Categories
Within each primary section of the
tool, the left sidebar is divided into
tabs, which are further divided into
nested sections who’s options are
grouped according to type of data

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Context Sensitive Choices
Different tools and options are
available within each section and
vary depending on the section

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The Audience Tab
The Audience Tab – Analyze data about the
people who visit your website.

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Acquisition Tab –
How Did People Arrive at My Site?
How Much Did It Cost?
The Acquisition Tab

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The Behavior Tab
The Behavior Tab:
What Pages did people visit?
How is the interaction on the site?

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The Conversions Tab
The Conversions Tab – Helps you understand
how people take action on your site and
whether it’s generating a return on
investment.

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Date Segmentation And Comparison
All data can be segmented
and compared by date ranges.

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3 Ways To View Data

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How to Stay Focused
• Don’t get overwhelmed
• Know before you go
• Have your questions ready – start simple
• How many sessions (visitors) this month?
• Where did traffic come from?
• What did they look at?
• How long did they stay?

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What Do You Want to Measure
• People and their technology
• Where traffic came from
• What pages did people interact with
• How long did they stay on a page?

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Length of Time on Page vs. Bounce Rate
What are the goals for your company – go deeper in the site, or stay on the page longer?

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Secondary Dimensions

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Custom Segments

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Learning Resources

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Learning Resources – Lynda.com

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Learning Resources

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Google Data Studio

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Beth Kahlich
President – Search Engine Academy Texas
www.SearchEngineAcademyTexas.com
@BethKahlich