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Google analytics for marketers beyond the basics

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Learn what lies beyond the default installation of Google Analytics.
Easily configure Custom Reports
Definitions, Samples & Instructions for Custom Dashboards, Widgets, Segments, Filters, Dimensions and Metrics.
Track on-site actions like Clicking Offsite or Playing a Video.
Compare Your Site to Others in Your Industry

Published in: Internet
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Google analytics for marketers beyond the basics

  1. 1. Charlie Kalech Director, J-Town Internet Services Ltd. February 26, 2015 For MarketersFor Marketers
  2. 2. ✔ Customized Reports (Dashboards) ✔ Segmentation ✔ Filtering ✔ Tracking On-Site Actions ✔ Comparing Your Site to the Competition (Benchmarking) ✔ Integrating Your Site and Google Analytics With Other Google Assets Beyond BasicsBeyond Basics
  3. 3. Data Is Only Useful If ItData Is Only Useful If It Answers Informed QuestionsAnswers Informed Questions What Are Your Goals and What Information Do You Need To Have In Order To Reach Them? What Are Your Business Intelligence Questions? Why Analytics?Why Analytics?
  4. 4. Dashboards contain up to 12 Widgets Widgets are mini-reports displaying data as maps numbers, charts or tables Widgets can be created in the dashboard and can link to standard or custom reports by clicking on the widget title Dashboards & WidgetsDashboards & Widgets
  5. 5. Default DashboardDefault Dashboard
  6. 6. Custom DashboardsCustom Dashboards
  7. 7. Creating DashboardsCreating Dashboards
  8. 8. Widget TypesWidget Types ✔Metric/Counter - Number of a single metric. ✔Timeline - Graph of metric over time. You can compare this to a secondary metric. ✔Geomap - Metric plotted on the map of the selected region. ✔Table – Table of up to 2 metrics ✔Pie - Pie chart of the selected metric grouped by a dimension. ✔Bar - Bar chart of the metric grouped by up to 2 dimensions. Mouse over a segments of charts or regions on maps to see the specific metric values.
  9. 9. Real-Time WidgetsReal-Time Widgets Real-Time Widgets can only display Active Users or Pageviews, depending on the Widget ✔Counter - A count of the active users on your site. You can optionally group these users by a selected dimension. ✔Timeline - Graph of pageviews on your site for the past 30 to 60 minutes. ✔Geomap - Map showing where your active users are. ✔Table - Plots active users against up to 3 selected dimensions.
  10. 10. Custom WidgetsCustom Widgets
  11. 11. Custom WidgetsCustom Widgets
  12. 12. Add From ReportsAdd From Reports
  13. 13. Dashboard GalleryDashboard Gallery
  14. 14. Dashboard GalleryDashboard Gallery
  15. 15. Dashboard GalleryDashboard Gallery
  16. 16. Solutions GallerySolutions Gallery www.google.com/analytics/gallery
  17. 17. Editing WidgetsEditing Widgets
  18. 18. Customize DashboardCustomize Dashboard
  19. 19. Emailing ReportsEmailing Reports
  20. 20. Segments vs. FiltersSegments vs. Filters Dimensions vs. MetricsDimensions vs. Metrics
  21. 21. Dimensions vs. MetricsDimensions vs. Metrics Dimensions: Describe Data Example: Location Dimension – City Name, Latitude, Longitude Metrics: Measure Example: Location Metric - Population
  22. 22. Dimensions vs. MetricsDimensions vs. Metrics
  23. 23. Dimensions & MetricsDimensions & Metrics Reference ToolReference Tool https://developers.google.com/analytics/devguides/reporting/core/dimsmets
  24. 24. Dimensions vs. MetricsDimensions vs. Metrics Dimensions: Describe Data Example: Location Dimension – City Name, Latitude, Longitude Metrics: Measure Example: Location Metric - Population
  25. 25. SegmentsSegments You can add up to 4 segments to your Dashboard to compare different types of session or groups of user. Segments are either: ● Subsets of Users Example: Users who added an item in their shopping cart but did not purchase ● Subsets of Sessions Example: Sessions which reached a conversion goal
  26. 26. Segments:Segments: Definition & MetricsDefinition & Metrics Segments are Defined by Dimensions and Metrics Example: COUNTRY contains “Israel” SESSION DURATION > “360” TRAFFIC SOURCE contains “Google”
  27. 27. SegmentsSegments
  28. 28. SegmentsSegments
  29. 29. Segments & DashboardsSegments & Dashboards
  30. 30. FiltersFilters Filters transform the data for a certain view according to conditions you specify If the condition you set is true, an action is taken Once the data has been transformed, it is irreversible and can not be applied retroactively (unlike segments) Therefore, Always Save A Default View With No Filters For Example: Excluding Your Business' IP Address So Your Employees Visits Are Not Included In Analytics Reports
  31. 31. FiltersFilters
  32. 32. FiltersFilters Create A New Filter AND A NEW VIEW
  33. 33. FiltersFilters
  34. 34. FiltersFilters
  35. 35. FiltersFilters
  36. 36. FiltersFilters
  37. 37. FiltersFilters
  38. 38. Filters in Two ViewsFilters in Two Views
  39. 39. View Reports Through FiltersView Reports Through Filters
  40. 40. Tracking On-Site ActionsTracking On-Site Actions Custom Events 1) Add an HTML event to an element of your web page (e.g., clicks, loads, mouse-overs, plays, etc.) 2) Use Google's standard Google Analytics JavaScript to send event data to your account. How Many People Watched My Video? How Many People Started Watching and Then Stopped?
  41. 41. Google Custom EventsGoogle Custom Events Google Analytics push: The "_gaq.push()" part of the code connects to your page and signals that data needs to be sent to your Google Analytics account. Category: Events are best organized into different categories depending on the behavior or functionality they track (e.g., video, ads, links, etc.). Action: How people interact with what you're tracking (e.g., plays, views, clicks, etc.). SOURCE:http://searchenginewatch.com/sew/how-to/2287906/10-google-analytics-custom-events-that-track-the-untrackable
  42. 42. Google Custom EventsGoogle Custom Events Label: (Optional) Associate data with custom events (e.g., names of videos, URLs of clicked links, user-provided values such as ZIP codes, etc.). Value: (Optional) Stores integers with your events (e.g., price, time codes, etc.). Interaction: (Optional) the non-interaction value can be set to "true" or "false" and dictates whether your event will contribute to your site's bounce rate. SOURCE:http://searchenginewatch.com/sew/how-to/2287906/10-google-analytics-custom-events-that-track-the-untrackable
  43. 43. Google Custom EventsGoogle Custom Events Examples: Clicking on a link that goes to a page without GA code (eg., Offsite, PDF). gaq.push(['trackEvent', 'External Link', 'Click'. 'Download 2014 Annual Report']); Used in conjunction with onclick events SOURCE:http://searchenginewatch.com/sew/how-to/2287906/10-google-analytics-custom-events-that-track-the-untrackable
  44. 44. Google Custom EventsGoogle Custom Events Examples: Tracking plays, starts, stops, & other forms of engagement when users interact with a video. gaq.push(['trackEvent', 'Video', 'Play'. '2015 Keynote Presentation']); Can Not Be Used With All Players – Check Out http://wistia.com/doc/google-analytics SOURCE:http://searchenginewatch.com/sew/how-to/2287906/10-google-analytics-custom-events-that-track-the-untrackable
  45. 45. BenchmarkingBenchmarking Compare with sites with similar traffic levels in your industry and location. ✔Over 1600 industry categories ✔Refine the data by geographic location ✔And 7 traffic size classifications Example: “Universities” in Israel that receive 500-1000 avg. daily sessions.
  46. 46. Benchmarking & DimensionsBenchmarking & Dimensions Benchmarking data is available within the following dimensions: ✔Channel ✔Location ✔Device
  47. 47. Benchmarking & MetricsBenchmarking & Metrics You can compare your data against benchmarks for the following metrics: ✔Sessions ✔% New Sessions ✔New Sessions ✔Page /Session ✔Avg. Session Duration ✔Bounce Rate
  48. 48. Enabling BenchmarkingEnabling Benchmarking 1) Sign in to your Google Analytics account. 2) Select the Admin tab. 3) Under ACCOUNT, Click Account Settings. 4) Select the Anonymously with Google and others checkbox. 5) Click Save.
  49. 49. Enabling BenchmarkingEnabling Benchmarking 1) Sign in to your Google Analytics account. 2) Select the Admin tab. 3) Under ACCOUNT, Click Account Settings. 4) Select the Anonymously with Google and others checkbox. 5) Click Save.
  50. 50. BenchmarkingBenchmarking Use the selection menus (at the top of each report) to define the benchmark against which you want to compare your data. ✔Industry Vertical: Select one of over 1600 industry categories. ✔Size by Daily Visits: Select from seven traffic size classifications. This allows you to compare your property against properties with similar traffic levels in your industry. ✔Geographic Location: Limit Benchmarking data to the a specific country or territory by selecting a geographic location. The number of properties contributing to the aggregate benchmark data is shown at the top of the report.
  51. 51. BenchmarkingBenchmarking
  52. 52. BenchmarkingBenchmarking The values in the table show the percentage by which your property outperforms or underperforms the benchmark for each metric.
  53. 53. BenchmarkingBenchmarking Toggle Metrics On/Off
  54. 54. BenchmarkingBenchmarking Toggle Background Color On/Off
  55. 55. BenchmarkingBenchmarking How Do We Use This?
  56. 56. BenchmarkingBenchmarking
  57. 57. BenchmarkingBenchmarking
  58. 58. Webmaster ToolsWebmaster Tools
  59. 59. ThankYou Charlie Kalech Director, J-Town Internet Services Ltd. www.j-town.co.il charlie@j-town.co.il @CharlieKalech For More Resources Fan Us on Facebook Facebook.com/JTownInternetServices

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