20210309 Google Analytics - UGent

Google Analytics
Tuesday 09/03/2021

Send your questions to
leen@ilikemedia.be
Find this presentation at
www.slideshare.com/ilikemedia
Hello!

I LIKE MEDIA: COLLECTIVE OF FREELANCE TRAINERS
WITH A PASSION FOR DIGITAL MEDIA

Lois Leen
Digital Marketing Consultant
Communication Trainer I Like Media
Lecturer social media Syntra
Trainer Google Digitaal Atelier
At the moment
Tobania
UGent
KU Leuven
De Standaard
Before
Hi, I’m Leen!

What we’re covering today
1 pm – 4 pm (with breaks)
• Google Analytics now and the new version
• Set up a measurement plan
• Navigating through the most important basic reports
• 2 pm: Break
• Understand user behaviour with event tracking
• Use goals to measure business objectives
• Excercise
• 3.15 pm: Break
• Q&A - outro

There is a new version of Google
Analytics

Why GA4?
• You can now see both your
website and your app
activity in one overview
• Create a new property?
Starting with Google
Analytics? Then this will be
in GA4 right away

Differences
Universal Analytics (current version) GA4
Sessions
Events must be set with Google Tag Manager
Events
Play videos and clicks without setting them separately in
Tag Manager
Copy / paste GA snippet on the website Easily connect the GA4 account to GTM (must be
verified)
Filters Already for internal traffic, but no other filters yet
Bounce rate No more bounce rate
Replaced by sessions with engagement

Pros and cons
Pros
•Stronger Google Ads integration
•Connection with Google Data Studio
•Events are measured automatically
•Doesn’t measure based on cookies
•Enforces GDPR better
Cons
•Not quite finished yet
•You cannot (yet) link with other
Google products such as Google
Search Console
•Does not include old data (hence:
launch this new version now)

How?
• Launch your GA4
live now next to
the old version
• Get to know the
new features
before the current
version disappears

Video: set up GA4
https://youtu.be/iJyGEuiIjOk

Google Analytics
(Universal Analytics)

Web analysis: why?
Find answers to questions like:
Am I on track with
my business?
Who is my current
audience?
How can I improve
my website?
How can I reach
more customers /
target group?
How can I best
invest time /
money?

What is the goal of your
website?

What is the goal of your website?

Write down for yourself
What is the goal of your website?

Step-by-step plan to success
Create a
measurement plan Collect data Create goals Get insights Time for action!

Measurement plan with the customer journey
ZIEN (Bewustwording)
DENKEN (Overweging)
DOEN (Aankoop)
SEE (Awareness)
THINK (Consideration)
DO (Buy)
LOVE (Loyalty)
User lands on your page
User navigates through your website
User completes one of your goals on
the website
User comes back to your website after completing
a goal

Basics for your measurement plan
SEE
(Awareness)
THINK
(Consideration)
DO
(Purchase/conversion)
CARE
(Loyalty)
What does the
customer want to
achieve?
Customer’s goal
What do you want to
achieve?
Company’s goal
What content is
suitable?
Content
Where do we show
this message?
Channels
What will we
measure?
KPI’S

What does a measurement plan look like?

4 steps to Google Analytics
Collection
Configuration
Processing
Reporting

Trackingcode on website
<head>
</head>

Do you have Google Analytics on your website?

Enable the extension and reload your page

Check your own page
Download the Tag Assistant plugin on the Chrome browser
Check at least one page of your website for Google Analytics tags

Let’s focus on reporting now
Collection
Configuration
Processing
Reporting

Check-up in the real-time analytics report

Your website data is processed in 4 Data Types
Exit
Goals

4 main reports in Google Analytics
WHO? Audience reports
HOW? Acquisition reports
WHAT? Behaviour reports
VALUE? Conversion reports

Different data visualisations will be covered...
Overview report Data comparison Primary dimension
Secondary
dimension
Table sorting

TARGET AUDIENCE: who are my visitors?

A high bounce rate… is that a bad thing?
• Depends
• Yes: if the success of the site
depends on how many users view
more than 1 page
• No: if the site consists of only 1
page (a blog, or other types of
content of which you only expect 1
session, ...)

How to lower the bounce rate
View from different angles
• Target group overview: total
• Channels: channel grouping
• All traffic - source / medium combo
• All pages
• Total% high?
• With a few pages?
• Specific channel?

Audience: who are my visitors?

What Technology does my audience use?

Look it up yourself
What percentage of Belgian mobile users were there
compared to all visitors

Tip: ask Analytics Intelligence

Or combine two dimensions manually

Demographics
Don't see any data here?
Then you need to enable the advertising features in the demographic and
interest reports in the property.

Interests
Actively browse your type of products

Geo
Shows potential new
markets

Acquisition: How visitors end up on my website
HOW?

Data visualisations that will be covered
Charts & graphs Advanced table filter

Visualisations of acquisition reporting

Question: How to filter Search Engines in ‘source/medium’

Use the table filter
Simple search removes whole rows that don’t meet a single criteria.
Advanced filtering allows you to set more nuanced rules for filtering.

Which search terms do visitors use in search
engines?

Google Ads in Acquisition reports
HOE?

How to link Google Ads & Google Analytics
User has admin access in both Google Ads and
Analytics with the same email address

Linking Google Ads & Google Analytics: 2 green checks

Do not forget to check ‘Data Sharing Settings’

Configuration & processing of your data
Focus op ‘Gebeurtenissen’ & ‘Filters’
Collection
Configuration
Processing
Reporting

Configure your own data with events

Event Tracking does not happen automatically
onclick=ga('send', 'event', {
eventCategory: 'Outbound Link',
eventAction: 'click',
eventLabel: facebook.com'
})
Tracking code should be fired whenever the
‘Event’ happens

How to place the code for Event Tracking?
● Use a Tag Management System
● Use a plugin for open source websites
Event tracking doesn’t happen automatically!
Talk about this with the web developer

Typical ‘Events’ that we want to track
• Forms
• Buttons
• Videos
• Outgoing Links
• Errors
• Contact
• One Page Checkout
Live
demo

Set goals in Google
Analytics to measure
business objectives

What is a goal in Google Analytics
SIGN UP!
Buy Leads Registrations Downloads Video plays

Find the micro and macro conversions on this
page
Micro conversies
● ‘Read More’ on an article
● Share on Social Media
● View video
Macro conversies
● Make a Donation
● Subscribe to the magazine

How to set a goal in Google Analytics?

Goals based on ‘URL’ destinations

Goals based on ‘URL’ destinations
Where to find this destination?

Find ‘Success’ Pages in the Site Content Report
Two excellent examples
of Destination URLs

Create Goal 1: Order Completed
/ordercompleted.html

Goals based on ‘Event Tracking’

Goals based on ‘Event Tracking’
Where to find the
• Event category?
• Event Action?
• Event Label?

Find ‘Events’ Pages in the Behavior reports

Look at how your events are organized

Setup your goal based on Events
Event Tracking should be
actively measuring events
for this Goal type

Goals based on other interactions

Goals based on other interactions
Duration Smart Goal
Pages per session
PRO
Extremely easy to set up
CON
no control on the actual engagement

Let’s have another look at
the measurement plan

Have a look at an ‘elaborated’ measurement plan
View this measurement
plan template on:
https://goo.gl/ZfxgeB

Action points
• Think of your business goals and how they are
reflected on the website
• Create your measurement plan and find out where
you have ‘data gaps’
• Talk to your Web Developer about installing Google
Analytics (via Google Tag Manager, Plugin or
manually)
• Create ‘Goals’ based on your measurement plan
• Come back to the Atelier for our follow-up
workshop ‘Discover insights with Google Analytics’

30 min excercise
• You will be devided in groups of 3 to 4 students
• Give your group a group name
• Find the answer to 11 questions on the Google Demo Account
• Set your date range to the last quarter of last year: 1 okt – 31 dec
• The group with the most points wins! 🎉
• Find all details at bitly.com/GoogleAnalyticsUGent

Let’s wrap it up
• At work: keep the web developer on your side J
• Know your business goals
• Work with a measurement plan
• Configure your GA with filters and goals
• Check the reports that correspond to your objectives
• Check your numbers every month
• Start exploring Google Data Studio
• Suggestion: earn your certificate at the Google Analytics Academy
• Beginners: https://analytics.google.com/analytics/academy/course/6
• Advanced: https://analytics.google.com/analytics/academy/course/7
• Get the certificate here

VEEL SUCCES!
Stuur je vragen naar
leen@ilikemedia.be
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www.ilikemedia.be/nieuwsbrief
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20210309 Google Analytics - UGent

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