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Google analytics getting_started


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Struggling to understand google analytics? It can be overwhelming, it's such a large platform. In this presentation, you will learn the basics of Google Analytics for your small business.

We will cover:
Set Up
& More.

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Google analytics getting_started

  1. 1. Getting Started with Google Analytics Taught By Molly O’Kane
  2. 2. It’s Free
  3. 3. It’s Big and Can Be confusing
  4. 4. But Powerful
  5. 5. A Second to Learn, Years to Master
  8. 8. Don’t Worry Everything will be Ok
  9. 9. Why are you excited about this class?
  10. 10. My Promise to You 1. Basic Features of Google Analytics 2. Loads of ideas to try out 3. Tips to make your life easier! In about 3 hours you’re going to learn:
  11. 11. Meet Molly Social Media & Marketing Consultant for San Francisco Small Business Development Center With over a decade of starting new programs from scratch, speaking, and most importantly, real-life, in-the-trenches business experience. I started helping small business owners over three years ago deal with the sometimes overwhelming marketing, advertising & social media aspects of starting a new business.
  12. 12. What is your business goal?
  13. 13. • If you want a sustainable business, you need some insight into the numbers, beyond just the size of your email list. • Recognize opportunities • Identify points of failure • Reach more people Google Analytics can help
  14. 14. Understanding: • how people consume your site, • what brings them there, • where they’re geographically located ** Use to Strengthen Marketing Strategy**
  15. 15. To Understand What’s Working Fix the Things that aren’t working To improve our results/ sales To calculate our Value To dominate our Niche To encourage investment
  16. 16. The Set Up, Just like with any good dish you need to prep
  17. 17. Place Code in Website Shopify Instructions: analytics/google-analytics/google-analytics-setup WordPress Instructions: install-google-analytics-in-wordpress/ Squarespace Instructions: us/articles/205815608-Using-Google-Analytics-with- Squarespace WIX Instructions: analytics-code-to-your-site
  18. 18. Check Google Analytics Tracking Code Installation: GA Checker GA Debugger google-analytics-debugger Tag Assistant tag-assistant-by-google
  19. 19. Measures forward so get everything connected & set up even if you aren’t ready to dive in.
  20. 20. Start with Business Questions.
  21. 21. Your Google Analytics homepage looks like (Dashboard): Blog Site
  22. 22. Dash Board/Home: Ecommerce
  23. 23. What the numbers mean on Dashboard: Users are the number of unique visitors that have been on your website. Sessions are the number of times somebody has browsed your website. Bounce rate is how many people hit your site and immediately leave. Session duration is how long people are staying on your website on average.
  24. 24. Acquisition Numbers
  25. 25. Acquisition numbers Organic search means people found your site by Googling something and clicking your website on the Google results page. Social means that people found your website via shares on social media. Direct means that people either typed in your URL or clicked on a page that they had in their bookmarks. Referral traffic comes from links on other people’s websites. This traffic isn’t coming from Google or social media. Other simply means that Google can’t track it. This could mean people were browsing in incognito mode or there were no defined parameters on the website they came from.
  26. 26. Popular pages and user trends
  27. 27. When people are visiting your site Where your visitors are coming from What devices your audience is using
  28. 28. Discover Your IP Address • •
  29. 29. Admin Step 1 Filter Step 2
  30. 30. Filter Out IP Address •Filter name: enter a name •Filter type: Predefined •Select filter type: Exclude •Select source or destination: traffic from the IP addresses •Select expression: that are equal to •IP address: enter a singleIP address • 34840?hl=en
  31. 31. Add Users (Management) Admin>Property>User Management
  32. 32. Ecommerce Store: Turn On Enhanced Shopping Admin>View>Ecommerce Settings
  33. 33. Link All Your Search Console & AdWords Admin>Property>All Products
  34. 34. Home •Dashboard Real Time •Happening Now Audience •Demographics * Interest * Behavior * LTV Acquisition •Traffic Source * Search Console Behavior •Content Visited (flow) * Site Speed * Devices Conversions •Goals * Ecommerce Discover •Learning about Google Products Admin •Setting * Connections * Goal Setting
  35. 35. Navigation • Real time: The activity on your site in real time • Audience: Inside scoop on your website visitors • Acquisition: Details on how visitors found your website • Behavior: What people are doing on your site • Conversions: How behavior leads to conversions and sales
  36. 36. Real Time What is happening now.
  37. 37. Traffic
  38. 38. Audiences • LTV • Demographics • Behavior • New vs. Returning
  39. 39. What is LTV & Why does it matter? The Lifetime Value report lets you understand how valuable different users are to your business based on lifetime performance. -90 Days -See the channel that brings in best revenue
  40. 40. Average Time on Page Avg Time on Page are a good indication of the time users spent looking at a page on your site if the page has a low % Exit
  41. 41. Acquisition How People are Finding Your Site
  42. 42. AdWords
  43. 43. What Is Search Console? (AKA Google Webmaster Tools) Google Search Console is a free service offered by Google that helps you monitor and maintain your site's presence in Google Search results.
  44. 44. Why Use Search Console (AKA Google Webmaster Tools) Monitor your site's performance in Google Search results: • Google can access your content • Monitor and resolve malware or spam issues • Maintain your site with minimal disruption to search performance • Create and monitor content that delivers visually engaging search results • Submit new content for crawling and remove content you don't want shown in search results
  45. 45. Why Use Search Console (AKA Google Webmaster Tools) Discover how Google Search—and the world— sees your site •Which queries caused your site to appear in search results? •Did some queries result in more traffic to your site than others? •Are your product prices, company contact info, or events highlighted in rich search results? Which sites are linking to your website? Is your mobile site performing well for visitors searching on mobile?
  46. 46. Search Console Linking w/ Google Analytics
  47. 47. Search Console Improve Traffic
  48. 48. Search Console Also Help with AdWords/Keywords When Linked See how your ads and organic search listings perform (both alone and together) by importing organic search results from Search Console.
  49. 49. Shows what people typed into the search bar of your website & can show what your audience is interested in seeing more of. Search Terms
  50. 50. Measuring Social Value Conversions
  51. 51. Behavior Another View of how people are interacting with your website. Most interesting section “Search Terms” Results
  52. 52. Page Speed Simply compressing images and text can be a game changer—30% of pages could save more than 250KB that way. 68670722.1507846708-1762764836.1507846708
  53. 53. Bounce Rate Here , Then Gone A Bounce Can be… -Clicking Link to a Different Site -Clicking the back button -Closing the window -Typing a new URL
  54. 54. Individual Bounce Rate more important than overall site bounce rates • Can show you pages that need to be fixed & focus on
  55. 55. Determining the Cause Audience Right or Wrong Primary Message Message doesn’t match campaign or source Site Experience Overall Design Load Time Distractions Actions Hidden Navigation No Primary Action Confusing Navigation
  56. 56. Page Speed benchmarks/
  57. 57. Get Perspective Utilize Custom Segmentation, Filters, Grouping, & Custom Variables.
  58. 58. Filters
  59. 59. Calendar- Date Range
  60. 60. Creating Comparisons
  61. 61. Conversions
  62. 62. Examples of Conversions
  63. 63. Goals Here are some ideas that may apply to your business: •Increase engagement •Drive more leads •Improve conversions •Increase revenue from e-commerce store
  64. 64. To Set Up Goals Admin>View>Goals
  65. 65. 3 Types of Goals
  66. 66. Page Based Goals • Conversion Page • Allows for up to 20 Funnel Steps • Ideal for: • Forms • Signups • Any stepped process • Don’t use for online purchases (use enhanced ecommerce instead)
  67. 67. Event Based Goals • Events need to be tracked first • No funnel steps • Ideal for: • Downloads • Clicks on links/buttons • Interactions (i.e. videos) • Single step actions
  68. 68. Engagement Goals • Time-based or pageview based • Inflates conversion numbers • Ideal for: • Sites without any page or event goal options • Branding and content sites
  69. 69. Creating a Destination Based Goal • Identify the steps • Ensure the thank you page is unique (for the action) • Configure the goal in Google Analytics • A page on your website that users see when they complete an activity. • For an account sign-up, this might be the “thank you for signing up” page. • For a purchase this might be the receipt page.
  70. 70. Click Add New Goal
  71. 71. You have 3 basic options: *template *custom goals * Smart Goals
  72. 72. Use Goals to Track your Marketing Strategy • Knowing important metrics like: • Leads • Trial signups • Account creations • Newsletter signups • White paper downloads • eBook downloads
  73. 73. Track Your Goal Progress With A Google Analytics Custom Report • select Customization and then choose Custom Reports. • Create a + New Custom Report. • Write a Title for your Custom Report. I usually name this the same as your goal. • In Metric Groups, search for your Goal name. Choose the Goal Completion option of your Goal. • In Dimension Drilldowns, search for Goal Previous Step – 1. This will show you the URL of the piece they saw immediately before converting. • Hit Save.
  74. 74. Goals
  75. 75. Events • Map Out Your Event Tracking Strategically • Events in Google Analytics help you fill the gaps between traffic analysis and goal analysis. Essentially, they let you see nuance – what are users actually doing on the site?
  76. 76. More About Events • You’ll notice that there are three components that make up events in GA: • Category • Action • Label (optional, but recommended) • For example, if you have a video on your homepage and want to track interactions with it, the following values could be in play: • Category: “Videos” • Action: “Play” • Label: “Home Page”
  77. 77. Ecommerce overview • Revenue • Average Order Value • Transaction (#) • Ecommerce Conversion Rate • Products
  78. 78. The entire customer journey – from arriving at a page, through research, evaluation, purchase, and even returns – is tracked and collected. Why Enhanced Shopping
  79. 79. Enhanced Shopping
  80. 80. Create Alerts Admin>View>Custom Alerts One alert that’s been so valuable? Knowing when my site is down. Checkout Broken
  81. 81.
  82. 82. Multiple Channel Funnel
  83. 83. Assisted Conversions
  84. 84. 7 Attribution Models (credit for sale)
  85. 85. Campaign Tags
  86. 86. Resources Google Analytics Help Center Google Analytics Academy Loves Data on YouTube
  87. 87. Log Out
  88. 88. AND IF YOU DO ALL THESE THINGS (You know, as in get all your ducks in a row)
  89. 89. Your Sales just might REACH NEW HEIGHTS
  90. 90. If you loved the class, I would love to hear about how you will use what you learned Before you leave write a review @Bloggerithm on Facebook
  91. 91. Contact Info: Molly O’Kane Visit:
  92. 92. Smart Goals • Smart Goals are configured at the view level. Smart Goals use machine learning to examine dozens of signals about your website sessions to determine which of those are most likely to result in conversions. Each session is assigned a score, with the "best" sessions being translated into Smart Goals. Some examples of the signals included in the Smart Goals model are Session duration, Pages per session, Location, Device and Browser. (Remarketing Smart Lists use a similar machine learning model to identify your best users.) • To determine the best sessions, Smart Goals establishes a threshold by selecting approximately the top 5% of the traffic to your site coming from AdWords. Once that threshold is set, Smart Goals applies it to all your website sessions, including traffic from channels other than AdWords. After enabling Smart Goals in Analytics, they can be imported into AdWords. • instructions below:
  93. 93. Smart Goals • Prerequisites for using Smart Goals • To use Smart Goals, you'll need to meet certain prerequisites and complete the following actions: • Link your Analytics and AdWords account(s). • The linked AdWords account must have sent at least 500 clicks to the selected Analytics view over the past 30 days before you can set up Smart Goals. If the linked account falls below 250 clicks over the past 30 days for the selected view, Smart Goals will be deactivated until the clicks rise again to 500 or more. • The reporting view must not receive more than 10 million sessions in 30 days. • The Data Sharing setting Google products and services must be turned on for your Analytics account. See the instructions below: