1
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
Matt Trimmer
Principal Consultant & Managing Director
These Slides:
htt...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
2
Google Analytics & Tag Manager curriculum
• Google Analytics 101 - Fund...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
33
slideshare.net/ivantage
Monday, 6 March 17
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
4
Timings and housekeeping
• Start 9:30
• Break 11:00-11:15
• Lunch 12:45...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
5
Session 1 – Mastering the Google Analytics
Interface
• Introductions, y...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
6
Session 2 – Measuring your success with
goals funnels, transactions & K...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
7
Session 3 – Reporting and measuring devices,
users, sessions and traffi...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
8
Session 4 – Understanding user engagement
and content interaction
• Exp...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
9
Being social
• Say hello to your neighbour!
• Google+
• https://plus.go...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
10
Introductions
• First
• Me (Matt Trimmer) & ivantage overview
• In a m...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
11
Me
• Founder, Principal Consultant and Managing
Director of ivantage
•...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
12
About ivantage
• Established in 2002 as an SEO & PPC agency
• Became U...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
13
Urchin and Google, March 28th 2005
• Urchin on Demand > Google Analyti...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
14
Why would you not use Google Analytics?
• Possible privacy/security co...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
15
Web analytics products from Google
• Google Analytics
• Google Analyti...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
16
Some early definitions for Google Analytics
usage
• Search Engine Marke...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
17
Introductions – your turn!
• A little bit about you
• Your name
• Your...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
18
Accessing Google Analytics
• Exercise
• Log in to Google Analytics
• h...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
19
Accessing Google Analytics
• Key concept
• Best not to share a log-in ...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
20
Exploring the Google Analytics
• Exercise and key concepts
• Discover ...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
21
How does GA measure visitors?
• Key concept
• JavaScript (not Java) pa...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
22
The GATC - your version?
• Exercise and key concepts
• Oldest to newes...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
23
Universal Analytics?
• Significant backend upgrade to Google Analytics
...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
24
How Google Analytics works
Website
Monday, 6 March 17
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
25
How Google Analytics works
Website
cookies
Monday, 6 March 17
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
26
Google Analytics cookies - Classic Analytics
__UTMb - Visit cookie, la...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
27
Google Analytics cookie - Universal
Analytics
_ga- Unique visitor cook...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
28
Browser web
server
New Visitor
Browser web
serverCookie
Returning Visi...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
29
How does GA measure visitors?
• Key concept
• JavaScript (not Java) pa...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
30
Exploring the “Audience” report suite
• Exercise and key concepts
• Us...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
31
Exploring the “Real-Time” report suite
• Exercise and key concepts
• D...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
32
Exploring “Annotations”
• Exercise and key concepts
• Create annotatio...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
33
Exploring the UI
• Exercise and key concepts
• Dimensions (Green)
• Ob...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
34
Using and applying “Advanced Segments”
• Exercise and key concepts
• T...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
35
Break time
Monday, 6 March 17
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
36
What’s possible with Web Analytics?
• How visitors found your web site...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
37
What’s possible with GA?
• How visitors found your website
• What visi...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
38
Goals
• Goals should be commercial
• The commercial goals of your webs...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
39
The importance of goals for you?
• Justify your website work
• Focus y...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
40
The importance of goals for you?
• Goals map to business metrics
• Ena...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
41
• User exhibits behaviour:
• Page 1 = /index.html
• Page 2 = /category...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
42
Zoom into important behaviour to identify
problems
6.77% funnel conver...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
43
Key Performance Indicators (KPIs)?
• A metric
• Miles per Hour (mph)
•...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
44
Key Performance Indicators (KPIs) & web
analytics
Monday, 6 March 17
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
45
Using “Intelligence Events”
• Exercise
• Are your events/alerts tellin...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
46
Your site’s goals?
• Exercise and key concepts
• Take a moment to thin...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
47
Configuring a simple “Goal”
• Exercise
• Go to www.ivantage-training.co...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
48
The “Conversions” report suite
• Exercise and key concepts
• Advanced ...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
49
The big three organisational goals?
• Raise revenue
• Lower costs
• In...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
50
Lunch time
Monday, 6 March 17
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
51
How does GA measure visitors?
• Key concept
• JavaScript (not Java) pa...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
52
Installing Google Analytics
• Sign-up
• Get the code
• Install on to e...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
53
Agree the ToS
Monday, 6 March 17
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
54
The Google Analytics Terms of Service
• 2. Fees and Service.
Subject t...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
55
The Google Analytics Terms of Service
• 7. Privacy.
You will not (and ...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
56
Get the tracking code (GATC)
Monday, 6 March 17
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
57
Install on every page of your site
Website
Monday, 6 March 17
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
58
How Google Analytics works
Website
Monday, 6 March 17
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
59
How Google Analytics works
Website
cookies
Monday, 6 March 17
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
60
What are Cookies?
• Named after Fortune cookies
• Text files sent to br...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
61
Browser web
server
New Visitor
Browser web
serverCookie
Returning Visi...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
62
Google Analytics cookies - Classic Analytics
__UTMb - Visit cookie, la...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
63
Google Analytics cookie - Universal
Analytics
_ga- Unique visitor cook...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
6458
How does GA measure visitors?
• Key concept
• JavaScript (not Java) ...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
65
The “Acquisition” report suite
• Exercise and Key concept
• Google Ana...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
66
Campaign tracking and the URL Builder
• Exercise
• Use Google Analytic...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
67
Campaign Tracking and Dimensions
Monday, 6 March 17
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
68
Campaign Tracking examples
• Exercise
• Use Google Analytics Campaign ...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
69
Tracking off-line campaigns
• Key concept
• Use vanity urls
• mysite.c...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
70
Tracking off-line campaigns
• Key concept
• Use URL shorteners
• Use h...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
71
Google Adwords and Google Analytics
• Exercise and Key concepts
• Comm...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
72
Auto-tagging in AdWords
• Key concept
• Use Auto-tagging
• Unique ?gli...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
73
Acquisition, goals and E-commerce
• Exercise and key concepts
• Combin...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
74
Break time
Monday, 6 March 17
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
75
The “Behavior” report suite
• Exercise and key concepts
• Google Analy...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
76
Conclusion - The big three organisational
goals?
• Raise revenue
• Low...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
77
Your 101 action plan
• Check your development process for tagging
• Th...
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
78
Getting help and going further
• Help Centre
• https://support.google....
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
7976
Feedback
• http://www.ivantage.co.uk/feedback
Monday, 6 March 17
#GoogleAnalytics101	@ivantage	with	@matt_trimmer
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The End
Monday, 6 March 17
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Google Analytics 101 - Fundamentals, key concepts and reporting basics

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Google Analytics 101 - Fundamentals, key concepts and reporting basics

Google Analytics 101 - Fundamentals, key concepts and reporting basics

  1. 1. 1 #GoogleAnalytics101 @ivantage with @matt_trimmer Matt Trimmer Principal Consultant & Managing Director These Slides: http://www.slideshare.net/ivantage WIFI: SSID: TOG5 Password: TOGether Google Analytics 101 - Fundamentals, key concepts and reporting basics Monday, 6 March 17
  2. 2. #GoogleAnalytics101 @ivantage with @matt_trimmer 2 Google Analytics & Tag Manager curriculum • Google Analytics 101 - Fundamentals, key concepts and reporting basics • Google Analytics 201 - Goals, events, views, basic filters, segments, alerts and best practice campaigns • Google Analytics 202 - Analysing organic search, paid search, in-bound social media and attribution modelling • Google Analytics 301 - Architecture, processing, configuration, extending and auditing • Google Tag Manager 101 - Fundamentals, key concepts, basic tagging and advanced event listener tagging Monday, 6 March 17
  3. 3. #GoogleAnalytics101 @ivantage with @matt_trimmer 33 slideshare.net/ivantage Monday, 6 March 17
  4. 4. #GoogleAnalytics101 @ivantage with @matt_trimmer 4 Timings and housekeeping • Start 9:30 • Break 11:00-11:15 • Lunch 12:45-13:45 • Break 15:15-15:30 • Wrap-up 17:00 • Nearest fire exit • Toilets Monday, 6 March 17
  5. 5. #GoogleAnalytics101 @ivantage with @matt_trimmer 5 Session 1 – Mastering the Google Analytics Interface • Introductions, your objectives and building your 101 action plan • Defining paid search (cpc, ppc & pfp), organic search, structured search and SEO • Accessing Google Analytics with your Google account • Google Analytics accounts, web properties and views • The Google Analytics Tracking Code (GATC) • Exploring and understanding real-time reporting • Exploring and understanding standard reporting – the ABC model • Creating, using and sharing annotations • Defining and understanding pageviews and unique pageviews • Defining and understanding users and sessions • Exploring and understanding audience reporting • Defining and understanding dimensions and metrics • Introducing regular expressions – or (|) • Understanding cross segmentation and pivot views • Creating, using and sharing shortcuts • Introducing, applying and understanding system segments • Creating, using and sharing custom segments • Understanding and defining bounce and bounce rate • Identifying high-bouncing landing pages with the landing pages report • Powerful analysis with weighted sort • Defining and understanding exit and exit rate Monday, 6 March 17
  6. 6. #GoogleAnalytics101 @ivantage with @matt_trimmer 6 Session 2 – Measuring your success with goals funnels, transactions & KPIs • What is possible with web analytics? • What is possible with Google Analytics? • Defining and understanding goals • Goals as a way of prioritising your work • Google Analytics and your website’s goals • Setting engagement goals • Setting a simple destination goal * • Introducing E-commerce • Measuring how your traffic sources convert to goals and transactions • Understanding and defining key performance indicators (KPIs) • Your KPIs and Google Analytics • The three organizational objectives • Introducing intelligence events • Creating, using and sharing powerful dashboards • Exporting, emailing and scheduling reports and dashboards Monday, 6 March 17
  7. 7. #GoogleAnalytics101 @ivantage with @matt_trimmer 7 Session 3 – Reporting and measuring devices, users, sessions and traffic sources • How Google Analytics measures users, sessions, browsers and devices • Understanding why Google Analytics uses cookies • Complying with the Google Analytics terms of service and the cookie law/DNT initiatives • Exploring and understanding your acquisition sources and mediums • Understanding and defining direct, referral and search traffic • Identifying high-bouncing traffic sources • Identifying high-bouncing traffic to landing pages with cross segmentation • Using the URL builder and defining source, medium, campaign, content and term • Measuring e-mail marketing campaigns with campaign tracking • Measuring banners and display advertising campaigns with campaign tracking • Measuring in-bound social media campaigns with campaign tracking • Measuring off-line campaigns using vanity URLs and QR codes with campaign tracking • Creating, editing and sharing a custom report for organic keywords • Creating, editing and sharing a custom report for campaign tracking (URL builder) Monday, 6 March 17
  8. 8. #GoogleAnalytics101 @ivantage with @matt_trimmer 8 Session 4 – Understanding user engagement and content interaction • Exploring and understanding behaviour reports • Exploring and understanding site content and content drill down • Exploring and understanding user and behaviour flows • Exploring and understanding goal flows and funnel visualisation • Exploring and understanding navigation summary and entrance paths • Exploring and understanding in-page analytics • Improving in-page analytics • Exploring and understanding page title and its significance for SEO • Creating, editing and sharing a custom report for landing page efficiency • Adding custom reports to dashboards • Wrap up, conclusions, your action plan and feedback • * Google Analytics edit access required Monday, 6 March 17
  9. 9. #GoogleAnalytics101 @ivantage with @matt_trimmer 9 Being social • Say hello to your neighbour! • Google+ • https://plus.google.com/118368778596879435387/posts • LinkedIn • http://www.linkedin.com/in/matttrimmer • Twitter • #measure • #googleanalytics • @googleanalytics Monday, 6 March 17
  10. 10. #GoogleAnalytics101 @ivantage with @matt_trimmer 10 Introductions • First • Me (Matt Trimmer) & ivantage overview • In a moment • A little bit about you • Your name • Your role • Your organisation/department/site/site area • Your objectives for attending today Monday, 6 March 17
  11. 11. #GoogleAnalytics101 @ivantage with @matt_trimmer 11 Me • Founder, Principal Consultant and Managing Director of ivantage • Love the Internet, 23 years IT, technical experience, 14 years Internet • One of 15 Google Accredited Seminar Leaders Globally Monday, 6 March 17
  12. 12. #GoogleAnalytics101 @ivantage with @matt_trimmer 12 About ivantage • Established in 2002 as an SEO & PPC agency • Became Urchin reseller in 2003 • Became Google Analytics Partner in 2005 • Specialises in education for digital professionals Monday, 6 March 17
  13. 13. #GoogleAnalytics101 @ivantage with @matt_trimmer 13 Urchin and Google, March 28th 2005 • Urchin on Demand > Google Analytics • Priced at “Free” • Democratises web analytics • A tool to measure AdWords Return on Investment • Drive AdWords spend • Urchin Software > Urchin Software from Google Monday, 6 March 17
  14. 14. #GoogleAnalytics101 @ivantage with @matt_trimmer 14 Why would you not use Google Analytics? • Possible privacy/security concerns about data? • Web analytics data travels over Internet • Can be secured, however • Web analytics data is secured by policies and procedures • No data-sharing without consent • Except when required by US law • Ongoing investment in security • External and internal threats • Employee access controls • Policy enforcement • Auditing to check compliance • You do own your data • Realistically difficult to export • Lack of Service Level Agreement? Monday, 6 March 17
  15. 15. #GoogleAnalytics101 @ivantage with @matt_trimmer 15 Web analytics products from Google • Google Analytics • Google Analytics Premium (now 360) • Same user interface • Designed for very busy websites • Google Analytics does have some processing limitations • Reduced sampling • Service Level Agreements • Collection, Processing & Reporting • Export large volumes of data Monday, 6 March 17
  16. 16. #GoogleAnalytics101 @ivantage with @matt_trimmer 16 Some early definitions for Google Analytics usage • Search Engine Marketing (SEM) • Paid search (cpc normally in Google Analytics) • Also known as ppc or pfp • Advertising • Organic search • Also know as known as Natural search • The process of improving organic search - SEO • Search Engine Optimisation • Relevancy • Structured search • Also known as paid inclusion • Google Shopping Monday, 6 March 17
  17. 17. #GoogleAnalytics101 @ivantage with @matt_trimmer 17 Introductions – your turn! • A little bit about you • Your name • Your role • Your organisation/department/site/site area • Your objectives for attending today Monday, 6 March 17
  18. 18. #GoogleAnalytics101 @ivantage with @matt_trimmer 18 Accessing Google Analytics • Exercise • Log in to Google Analytics • http://google.com/analytics or • Via Google Account or • Via Google Adwords Monday, 6 March 17
  19. 19. #GoogleAnalytics101 @ivantage with @matt_trimmer 19 Accessing Google Analytics • Key concept • Best not to share a log-in with colleagues! • Best not to use a generic team-based log in! • Security and confidentially issues • GA has “personal” features • Dashboards • Annotations • Shortcuts • Alerts • Segments • Custom reports • Scheduled emails • Channel groupings • Resources • http://ivantage.co.uk/blog/62-how-do-i-open-a-google-account Monday, 6 March 17
  20. 20. #GoogleAnalytics101 @ivantage with @matt_trimmer 20 Exploring the Google Analytics • Exercise and key concepts • Discover the structure of Google Analytics • Google Account • Google Analytics Account • UA-123 • Google Analytics Web Property • UA-123-1 • Google Analytics View (Profile) • Where your data is viewed Monday, 6 March 17
  21. 21. #GoogleAnalytics101 @ivantage with @matt_trimmer 21 How does GA measure visitors? • Key concept • JavaScript (not Java) page tagging • Known as the GATC • 1st Party Cookies • An image request to the Google Servers Monday, 6 March 17
  22. 22. #GoogleAnalytics101 @ivantage with @matt_trimmer 22 The GATC - your version? • Exercise and key concepts • Oldest to newest • To find • View source • Ghostery • Google Tag Assist ga('create', 'UA-XXXX-X', 'auto'); ga('send', 'pageview'); _gaq.push(['_setAccount', 'UA-XXXXX-X']); _gaq.push(['_trackPageview']); _uacct ="UA-xxxxx-x"; urchinTracker(); var pageTracker = _gat._getTracker("UA-xxxxxx-x"); pageTracker._trackPageview(); Monday, 6 March 17
  23. 23. #GoogleAnalytics101 @ivantage with @matt_trimmer 23 Universal Analytics? • Significant backend upgrade to Google Analytics • Will be forced to upgrade at some point • Web Analytics to Universal Analytics • Visitors using many devices • Visitors interacting across off-line and on-line channels ga('create', 'UA-XXXX-X', 'auto'); ga('send', 'pageview'); Monday, 6 March 17
  24. 24. #GoogleAnalytics101 @ivantage with @matt_trimmer 24 How Google Analytics works Website Monday, 6 March 17
  25. 25. #GoogleAnalytics101 @ivantage with @matt_trimmer 25 How Google Analytics works Website cookies Monday, 6 March 17
  26. 26. #GoogleAnalytics101 @ivantage with @matt_trimmer 26 Google Analytics cookies - Classic Analytics __UTMb - Visit cookie, lasts for 30 minutes from every hit __UTMa - Unique visitor cookie, lasts for 2 years from set or update on every hit __UTMc - Visit end cookie, not set to expire, does so when browser closes __UTMv - Requires the _setVar() command or Custom Variables __UTMz - Campaign visit tracking cookie, determines traffic sources, lasts for 6 months from set or update on every hit Monday, 6 March 17
  27. 27. #GoogleAnalytics101 @ivantage with @matt_trimmer 27 Google Analytics cookie - Universal Analytics _ga- Unique visitor cookie, lasts for 2 years from set or update on every hit. Name can be changed, might not be used! Visit properties now set server side in the User Interface • 30 minute default session timeout Monday, 6 March 17
  28. 28. #GoogleAnalytics101 @ivantage with @matt_trimmer 28 Browser web server New Visitor Browser web serverCookie Returning Visitor GA Cookie present GA Cookie not present Google Analytics __UTMa or _ga Page cookies Monday, 6 March 17
  29. 29. #GoogleAnalytics101 @ivantage with @matt_trimmer 29 How does GA measure visitors? • Key concept • JavaScript (not Java) page tagging • 1st party cookies • Image request to Google servers • Transmit visit information • Your stats will miss some devices that do not execute JavaScript and/or accept cookies • Search Engine bots :-) • Generally • Mobiles (1st generation) :-| • Accessibility devices :-( Monday, 6 March 17
  30. 30. #GoogleAnalytics101 @ivantage with @matt_trimmer 30 Exploring the “Audience” report suite • Exercise and key concepts • Users (People using browsers on devices) • Sessions (People interacting with your content (JavaScript)) • Pageviews • All loads of a JavaScript tagged page • Unique Pageviews • Unique loads of a JavaScript tagged page in a given visit • Bounce • A visit with one pageview • Entrances • Visits to landing pages • Bounce rate • The rate of bounces from entrances as % Monday, 6 March 17
  31. 31. #GoogleAnalytics101 @ivantage with @matt_trimmer 31 Exploring the “Real-Time” report suite • Exercise and key concepts • Discover the Real-Time reports • Google Analytics data is about 1-4 hours old except in real time! Monday, 6 March 17
  32. 32. #GoogleAnalytics101 @ivantage with @matt_trimmer 32 Exploring “Annotations” • Exercise and key concepts • Create annotations for • Marketing schedules • The academic year • Christmas trading • Marketing campaigns • TV Ad showing • Technical changes • New site • Site down • AdWords changes • New keywords added • SEO changes • Title tags updates • A/B testing • A/B testing from and to Monday, 6 March 17
  33. 33. #GoogleAnalytics101 @ivantage with @matt_trimmer 33 Exploring the UI • Exercise and key concepts • Dimensions (Green) • Objects • Metrics (Blue) • Calculated numbers • Rows • Display options • Drilldown • Cross segmentation • Searching with display filters Monday, 6 March 17
  34. 34. #GoogleAnalytics101 @ivantage with @matt_trimmer 34 Using and applying “Advanced Segments” • Exercise and key concepts • Try applying: • Tablet • Mobile • Non-bounced visits • Visits with conversions Monday, 6 March 17
  35. 35. #GoogleAnalytics101 @ivantage with @matt_trimmer 35 Break time Monday, 6 March 17
  36. 36. #GoogleAnalytics101 @ivantage with @matt_trimmer 36 What’s possible with Web Analytics? • How visitors found your web site • What visitors are doing on your web site • Not WHY they are doing it! • Domain of usability/customer experience • Onsite surveys • Sampling visitors arriving/leaving • Heuristic reviews • Experts reviewing your site against a set of criteria (heuristics) • Conversion Rate Optimisation • A/B testing • Multi-variate testing • Usability testing • Representative customers completing tasks • Resources • http://ivantage.co.uk/blog/21-google-analytics/61-what-google-analytics-can-t-tell-you Monday, 6 March 17
  37. 37. #GoogleAnalytics101 @ivantage with @matt_trimmer 37 What’s possible with GA? • How visitors found your website • What visitors are doing on your website • Not why! • Outcomes focused • Goals Monday, 6 March 17
  38. 38. #GoogleAnalytics101 @ivantage with @matt_trimmer 38 Goals • Goals should be commercial • The commercial goals of your website • Goals should map to visitor tasks • Visitors visit sites to accomplish tasks • Tasks normally have a series of steps • Funnel • Measure conversion through the task • When goals match user tasks • Conversions! Monday, 6 March 17
  39. 39. #GoogleAnalytics101 @ivantage with @matt_trimmer 39 The importance of goals for you? • Justify your website work • Focus your website work • Prioritise your website work Monday, 6 March 17
  40. 40. #GoogleAnalytics101 @ivantage with @matt_trimmer 40 The importance of goals for you? • Goals map to business metrics • Enable you to build a business case for • Analytics investment • Analysis investment • Action investment • Goals focus on important paths and entrances • Enable you to analyse progress along desirable paths • Goals focus on value • Add a pre-defined value to a goal Monday, 6 March 17
  41. 41. #GoogleAnalytics101 @ivantage with @matt_trimmer 41 • User exhibits behaviour: • Page 1 = /index.html • Page 2 = /category-footwear.html • Page 3 = /category-clothing.html • Page 4 = /category-headwear.html • Page 5 = /products/kangol-tropic-player-trilby.html • Page 6= /cart/basketview.html • Page 7= /cart/registration.html • Page 8 = /cart/paymentoptions.html • Goal = /cart/salesorderconfirmation.html • Configure your goal funnel: • Step 1: index.html • Step 2-4: ^/category- • Step 5: ^/products- • Step 6: ^/cart/basketview.html • Step 7: ^/cart/registration.html • Step 8 : ^/cart/paymentoptions.html • Goal: ^/cart/salesorderconfirmation.html Goals and funnels Monday, 6 March 17
  42. 42. #GoogleAnalytics101 @ivantage with @matt_trimmer 42 Zoom into important behaviour to identify problems 6.77% funnel conversion rate Monday, 6 March 17
  43. 43. #GoogleAnalytics101 @ivantage with @matt_trimmer 43 Key Performance Indicators (KPIs)? • A metric • Miles per Hour (mph) • Defining progress to an objective • To reach the legal motorway speed limit of 70 mph • Enabling you to take corrective action • Accelerate or brake • Speedometer • Web Analytics package Monday, 6 March 17
  44. 44. #GoogleAnalytics101 @ivantage with @matt_trimmer 44 Key Performance Indicators (KPIs) & web analytics Monday, 6 March 17
  45. 45. #GoogleAnalytics101 @ivantage with @matt_trimmer 45 Using “Intelligence Events” • Exercise • Are your events/alerts telling a story? • Are they telling you about Key Performance Indicators you should be monitoring? Monday, 6 March 17
  46. 46. #GoogleAnalytics101 @ivantage with @matt_trimmer 46 Your site’s goals? • Exercise and key concepts • Take a moment to think about what your site’s KPIs should be • If you have some are they suitable and are you able to measure them adequately? • Take a moment to think of some goals for your website • Complete like a user would • Write each URL step down in MS Notepad • If you have goals • Do you understand them? • Are they useful? • What are you recording as a final step • Use Goal URLs report Monday, 6 March 17
  47. 47. #GoogleAnalytics101 @ivantage with @matt_trimmer 47 Configuring a simple “Goal” • Exercise • Go to www.ivantage-training.com and complete the simple goal • Observe while your tutor configures • Two Engagement Goals • One URL Destination Goal Monday, 6 March 17
  48. 48. #GoogleAnalytics101 @ivantage with @matt_trimmer 48 The “Conversions” report suite • Exercise and key concepts • Advanced features of Google Analytics require conversions to be set-up Monday, 6 March 17
  49. 49. #GoogleAnalytics101 @ivantage with @matt_trimmer 49 The big three organisational goals? • Raise revenue • Lower costs • Increase customer satisfaction • Raises revenue • Lowers costs Monday, 6 March 17
  50. 50. #GoogleAnalytics101 @ivantage with @matt_trimmer 50 Lunch time Monday, 6 March 17
  51. 51. #GoogleAnalytics101 @ivantage with @matt_trimmer 51 How does GA measure visitors? • Key concept • JavaScript (not Java) page tagging • Known as the GATC • 1st Party Cookies • An image request to the Google Servers Monday, 6 March 17
  52. 52. #GoogleAnalytics101 @ivantage with @matt_trimmer 52 Installing Google Analytics • Sign-up • Get the code • Install on to every page on your website! Monday, 6 March 17
  53. 53. #GoogleAnalytics101 @ivantage with @matt_trimmer 53 Agree the ToS Monday, 6 March 17
  54. 54. #GoogleAnalytics101 @ivantage with @matt_trimmer 54 The Google Analytics Terms of Service • 2. Fees and Service. Subject to Section 15, the Service is provided without charge to You for up to 10 million Hits per month per account. Google may change its fees and payment policies for the Service from time to time including the addition of costs for geographic data, the importing of cost data from search engines, or other fees charged to Google or its wholly-owned subsidiaries by third party vendors for the inclusion of data in the Service reports. The changes to the fees or payment policies are effective upon Your acceptance of those changes which will be posted at http://www.google.com/analytics. Unless otherwise stated, all fees are quoted in U.S. Dollars. Any outstanding balance becomes immediately due and payable upon termination of this Agreement and any collection expenses (including attorneys' fees) incurred by Google will be included in the amount owed, and may be charged to the credit card or other billing mechanism associated with Your AdWords account. Monday, 6 March 17
  55. 55. #GoogleAnalytics101 @ivantage with @matt_trimmer 55 The Google Analytics Terms of Service • 7. Privacy. You will not (and will not allow any third party to) use the Service to track, collect or upload any data that personally identifies an individual (such as a name, email address or billing information), or other data which can be reasonably linked to such information by Google. You will have and abide by an appropriate Privacy Policy and will comply with all applicable laws and regulations relating to the collection of information from Visitors. You must post a Privacy Policy and that Privacy Policy must provide notice of Your use of cookies that are used to collect traffic data, and You must not circumvent any privacy features (e.g., an opt-out) that are part of the Service. You may participate in an integrated version of Google Analytics and any DoubleClick product or service or any other Google display ads product or service ("Google Analytics for Display Advertisers"). If You use Google Analytics for Display Advertisers, You will comply with the Google Analytics for Display Advertisers Policy (available at http:// support.google.com/analytics/bin/answer.py?hl=en&topic=2611283&answer=2700409 ) and, as set forth in the policy, disclose in Your Privacy Policy (i) Your use of Google Analytics for Display Advertisers and its features You use, and (ii) how Visitors can opt-out from Google Analytics for Display Advertisers. Your access to and use of any DoubleClick or Google display ads data is subject to the applicable terms between You and Google. Monday, 6 March 17
  56. 56. #GoogleAnalytics101 @ivantage with @matt_trimmer 56 Get the tracking code (GATC) Monday, 6 March 17
  57. 57. #GoogleAnalytics101 @ivantage with @matt_trimmer 57 Install on every page of your site Website Monday, 6 March 17
  58. 58. #GoogleAnalytics101 @ivantage with @matt_trimmer 58 How Google Analytics works Website Monday, 6 March 17
  59. 59. #GoogleAnalytics101 @ivantage with @matt_trimmer 59 How Google Analytics works Website cookies Monday, 6 March 17
  60. 60. #GoogleAnalytics101 @ivantage with @matt_trimmer 60 What are Cookies? • Named after Fortune cookies • Text files sent to browsers by websites • Session and persistent Google Analytics Cookies • Session • Expire after 30 minutes of inactivity • or expire on browser close • Persistent • Lasts for 2 years Monday, 6 March 17
  61. 61. #GoogleAnalytics101 @ivantage with @matt_trimmer 61 Browser web server New Visitor Browser web serverCookie Returning Visitor GA Cookie present GA Cookie not present Google Analytics __UTMa or _ga Page cookies Monday, 6 March 17
  62. 62. #GoogleAnalytics101 @ivantage with @matt_trimmer 62 Google Analytics cookies - Classic Analytics __UTMb - Visit cookie, lasts for 30 minutes from every hit __UTMa - Unique visitor cookie, lasts for 2 years from set or update on every hit __UTMc - Visit end cookie, not set to expire, does so when browser closes __UTMv - Requires the _setVar() command or Custom Variables __UTMz - Campaign visit tracking cookie, determines traffic sources, lasts for 6 months from set or update on every hit Monday, 6 March 17
  63. 63. #GoogleAnalytics101 @ivantage with @matt_trimmer 63 Google Analytics cookie - Universal Analytics _ga- Unique visitor cookie, lasts for 2 years from set or update on every hit. Name can be changed, might not be used! • UTMa Visitor cookie, lasts for 2 years from update, updated every page view • Visit properties now set server side in the User Interface • 30 minute default session timeout Monday, 6 March 17
  64. 64. #GoogleAnalytics101 @ivantage with @matt_trimmer 6458 How does GA measure visitors? • Key concept • JavaScript (not Java) page tagging • 1st party cookies • Image request to Google servers • Transmit visit information • Your stats will miss some devices that do not execute JavaScript and/or accept cookies • Search Engine bots :-) • Generally • Mobiles (1st generation) :-| • Accessibility devices :-( Monday, 6 March 17
  65. 65. #GoogleAnalytics101 @ivantage with @matt_trimmer 65 The “Acquisition” report suite • Exercise and Key concept • Google Analytics allocates traffic to three distinct mediums • cpc or paid search • organic • Google, bing, yahoo, etc • (none) • Source of direct • Visits when the web address is used directly in the browser without a search • A component of “brand awareness” • referral • Sites with links to you, that provided visits • It’s the Google Analytics utmz cookie that tracks campaign attribution • Persistent for six months Monday, 6 March 17
  66. 66. #GoogleAnalytics101 @ivantage with @matt_trimmer 66 Campaign tracking and the URL Builder • Exercise • Use Google Analytics Campaign Tracking by finding “The URL Builder” in the Google Analytics help centre • Build a Campaign Tracking URL for an Email campaign • Use Firefox and clear your cookies • Using the URL you just built, visit your site • Make a note of the contents of the utmz cookie • Is it set correctly? Monday, 6 March 17
  67. 67. #GoogleAnalytics101 @ivantage with @matt_trimmer 67 Campaign Tracking and Dimensions Monday, 6 March 17
  68. 68. #GoogleAnalytics101 @ivantage with @matt_trimmer 68 Campaign Tracking examples • Exercise • Use Google Analytics Campaign Tracking by finding “The URL Builder” in the Google Analytics help centre • Build a Campaign Tracking URL for your own landing page using some of the example below Monday, 6 March 17
  69. 69. #GoogleAnalytics101 @ivantage with @matt_trimmer 69 Tracking off-line campaigns • Key concept • Use vanity urls • mysite.com/bus • 301 redirecting to Campaign Tracking URLs • http://www.mysite.com/landing-page.com? utm_source=Route-21- bus&utm_medium=outdoor&utm_content=AdBU123&utm_ campaign=summer Monday, 6 March 17
  70. 70. #GoogleAnalytics101 @ivantage with @matt_trimmer 70 Tracking off-line campaigns • Key concept • Use URL shorteners • Use http://bit.ly/ or http://goo.gl/ • Generate QR Codes with Campaign Tracking URLs • http://www.mysite.com/landing-page.com? utm_source=Route-21- bus&utm_medium=outdoor&utm_content=AdBU123&utm _campaign=summer Monday, 6 March 17
  71. 71. #GoogleAnalytics101 @ivantage with @matt_trimmer 71 Google Adwords and Google Analytics • Exercise and Key concepts • Common user (Google Account) • Administrator in AdWords • Edit permission in Analytics • View your Google Analytics AdWords Account Linking settings Monday, 6 March 17
  72. 72. #GoogleAnalytics101 @ivantage with @matt_trimmer 72 Auto-tagging in AdWords • Key concept • Use Auto-tagging • Unique ?glid paramaters is automatically added to your AdWords landing pages • http://www.mysite.com/landing-page.html • Becomes • http://www.mysite.com/landing-page.html?gclid=CHcnd7rxKUCFc9a7AodKGU6Zg • Manual tagging (URL Builder) • Not recommended • Loose data and accuracy Monday, 6 March 17
  73. 73. #GoogleAnalytics101 @ivantage with @matt_trimmer 73 Acquisition, goals and E-commerce • Exercise and key concepts • Combining goals and/or E-commerce with your traffic sources is one of the most powerful reports in Google Analytics • Enables you to make decisions about marketing spend and channel contribution Monday, 6 March 17
  74. 74. #GoogleAnalytics101 @ivantage with @matt_trimmer 74 Break time Monday, 6 March 17
  75. 75. #GoogleAnalytics101 @ivantage with @matt_trimmer 75 The “Behavior” report suite • Exercise and key concepts • Google Analytics splits a URL www.ivantage- training.com/page1.htm into: • Hostname - www.ivantage-training.com • Request URI-/page1.htm • Compare All Pages and Content Drilldown • Understanding the Title report • Landing Pages helps analyse bounce rate with weighted sort Monday, 6 March 17
  76. 76. #GoogleAnalytics101 @ivantage with @matt_trimmer 76 Conclusion - The big three organisational goals? • Raise revenue • Lower costs • Increase customer satisfaction • Raises revenue • Lowers costs Monday, 6 March 17
  77. 77. #GoogleAnalytics101 @ivantage with @matt_trimmer 77 Your 101 action plan • Check your development process for tagging • Think about deploying Google Tag Manager • Start to think about your website’s commercial objectives/goals • Start to think about KPIs for your site • Start to build a dashboard around the KPIs • Use a mobile/tablet segment • Tag your email campaigns using the URL builder • Ensure your AdWords account is connected • Aim to use All Traffic Sources report by Goal/E- commerce • Look at your busiest, highest bouncing landing page • Why are they bouncing? Monday, 6 March 17
  78. 78. #GoogleAnalytics101 @ivantage with @matt_trimmer 78 Getting help and going further • Help Centre • https://support.google.com/analytics/ • Blog • http://analytics.blogspot.com/ • Forum • https://productforums.google.com/forum/#!forum/analytics • Developers • https://developers.google.com/analytics/ • ivantage • support@ivantage.co.uk • Avinash’s Blog • http://www.kaushik.net/avinash/ • Brian’s Blog • http://www.advanced-web-metrics.com/ Monday, 6 March 17
  79. 79. #GoogleAnalytics101 @ivantage with @matt_trimmer 7976 Feedback • http://www.ivantage.co.uk/feedback Monday, 6 March 17
  80. 80. #GoogleAnalytics101 @ivantage with @matt_trimmer 80 The End Monday, 6 March 17

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