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Introduction to Google Analytics

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Website and social analytics give you lots of data to look at, but what should you do with it? Learn how to make analytics work for you and understand how your communications efforts are having an impact.

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Introduction to Google Analytics

  1. 1. #yegdigitalstrat @danaditomaso#yegdigitalstrat @danaditomaso USING GOOGLE ANALYTICS DANA DITOMASO
  2. 2. #yegdigitalstrat @danaditomaso#yegdigitalstrat @danaditomaso Google Analytics is lying to you.
  3. 3. #yegdigitalstrat @danaditomaso#yegdigitalstrat @danaditomaso (At a minimum, it’s misleading.)
  4. 4. #yegdigitalstrat @danaditomaso#yegdigitalstrat @danaditomaso Why?
  5. 5. Audience > Overview
  6. 6. #yegdigitalstrat @danaditomaso Sessions: A group of interactions. More here: https://support.google.com/analytics/answer/2731565
  7. 7. #yegdigitalstrat @danaditomaso More here: https://support.google.com/analytics/answer/2992042 Users: The number of people who interacted with your site.
  8. 8. #yegdigitalstrat @danaditomaso Pageviews: The total number of pages viewed.
  9. 9. #yegdigitalstrat @danaditomaso Pages / Session: Pages viewed per session, on average.
  10. 10. #yegdigitalstrat @danaditomaso Avg Session Duration: Average time spent on site.
  11. 11. Another Reason Why Session Duration Is Probably Wrong
  12. 12. #yegdigitalstrat @danaditomaso Bounce Rate: The percentage of single- page sessions. More here: https://support.google.com/analytics/answer/1009409
  13. 13. #yegdigitalstrat @danaditomaso % New: Percentage of “new” visitors.
  14. 14. #yegdigitalstrat @danaditomaso#yegdigitalstrat @danaditomaso What is Google Analytics good for?
  15. 15. #yegdigitalstrat @danaditomaso What’s the point of analytics?
  16. 16. #yegdigitalstrat @danaditomaso#yegdigitalstrat @danaditomaso Are you spending time & money on the right things?
  17. 17. #yegdigitalstrat @danaditomaso What are the right things?
  18. 18. #yegdigitalstrat @danaditomaso Go back to your goals.
  19. 19. #yegdigitalstrat @danaditomaso#yegdigitalstrat @danaditomaso Every goal can be broken down four ways.
  20. 20. #yegdigitalstrat @danaditomaso KPI What will we measure?
  21. 21. #yegdigitalstrat @danaditomaso Tactics How will we get there?
  22. 22. #yegdigitalstrat @danaditomaso Metrics What data do we need?
  23. 23. #yegdigitalstrat @danaditomaso Report How can we show results?
  24. 24. #yegdigitalstrat @danaditomaso (real client example)
  25. 25. #yegdigitalstrat @danaditomaso#yegdigitalstrat @danaditomaso Your job is insight, not data.
  26. 26. #yegdigitalstrat @danaditomaso There are better places to start.
  27. 27. Acquisition > All Traffic > Channels
  28. 28. #yegdigitalstrat @danaditomaso https://support.google.com/analytics/answer/1033867
  29. 29. Acquisition > All Traffic > Channels > Social (Primary Dimension: Landing Page)
  30. 30. #yegdigitalstrat @danaditomaso Your goal shouldn’t just be visits.
  31. 31. #yegdigitalstrat @danaditomaso Build in “conversions”.
  32. 32. #yegdigitalstrat @danaditomaso#yegdigitalstrat @danaditomaso A brief word about conversions.
  33. 33. #yegdigitalstrat @danaditomaso “Reporting on last-click attribution in 2014 is like buying a football team and only paying the players who score.” -@anniecushing
  34. 34. #yegdigitalstrat @danaditomaso#yegdigitalstrat @danaditomaso Give credit where credit is due.
  35. 35. Conversions > Attribution > Model Comparison Tool
  36. 36. Conversions > Multi-Channel Funnels > Assisted Conversions
  37. 37. #yegdigitalstrat @danaditomaso#yegdigitalstrat @danaditomaso And then there’s Dark Social.
  38. 38. #yegdigitalstrat @danaditomaso You can’t actually track everything.
  39. 39. #yegdigitalstrat @danaditomaso Text Messages gchat Slack Private Browsing Gmail Apps
  40. 40. #yegdigitalstrat @danaditomaso http://www.theatlantic.com/technology/archive/2012/10/dark- social-we-have-the-whole-history-of-the-web-wrong/263523/
  41. 41. #yegdigitalstrat @danaditomaso Get this report: http://kickpoint.ca/dark-social-ga/
  42. 42. #yegdigitalstrat @danaditomaso#yegdigitalstrat @danaditomaso Before You Get Too Serious
  43. 43. #yegdigitalstrat @danaditomaso Always leave one view untouched. Admin > View Settings
  44. 44. #yegdigitalstrat @danaditomaso Exclude your office IP. Admin > Filters
  45. 45. #yegdigitalstrat @danaditomaso Install these reports! Customization > Import from Gallery
  46. 46. #yegdigitalstrat @danaditomaso#yegdigitalstrat @danaditomaso Going Further
  47. 47. #yegdigitalstrat @danaditomaso https://www.annielytics.com/annielytics-dashboard-course/
  48. 48. #yegdigitalstrat @danaditomaso http://www.kaushik.net/avinash/
  49. 49. #yegdigitalstrat @danaditomaso http://kickpoint.ca/contact/newsletter/
  50. 50. #yegdigitalstrat @danaditomaso#yegdigitalstrat @danaditomaso DANA DITOMASO THANK YOU!

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