Introduction to Google Analytics

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Introduction to Google Analytics

  1. 1. Reports in Google Analytics New Media and Technology
  2. 2. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Agenda Google Analytics Overview Introduction to Reports in Google Analytics Understanding the Report Layout Digging Into Reports Comparing two Metrics Audience Reports Demystified Traffic Sources Report Demystified Reports Exercises Seite 2
  3. 3. Google Analytics Overview New Media and Technology Seite 3
  4. 4. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Features Advertising and Campaign Performance • Advertising Reports • Campaign Measurement • Cost Data Import • Mobile Ads Measurement • Remarketing • Search Engine Optimization Analysis and Testing • Advanced Segments • Annotations • Content Experiments • Custom Reports • Dashboards • Real-Time Reporting Audience Characteristics and Behavior • Audience Data & Reporting • Browser / OS • Custom Dimensions • Flow Visualization • Map Overlay • Mobile Traffic • Social Reports • Traffic Sources Cross-Device and Cross- Platform Measurement • Universal Analytics Data Collection and Management • API • Filters • User Permissions Seite 4 Just for Mobile Apps • App Profiles • App-Specific Metrics and Dimensions • Crash and Exception Reporting • Google Play Integration • iOS and Android SDKs Product Integrations • Adsense • AdWords • Google Display Network • Google Tag Manager • Google+ • Wildfire Sales and Conversions • Attribution Model Comparison Tool • Data-Driven Attribution • Ecommerce Reporting • Goal Flow • Goals • Multi-Channel Funnels Site and App Performance • Alerts and Intelligence Events • Event Tracking • In-Page Analytics • Site Search • Site-Speed Analysis
  5. 5. Introduction to Reports in Google Analytics New Media and Technology Seite 5
  6. 6. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Metrics and Dimensions in Google Analytics (1/2) Seite 6
  7. 7. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Metrics and Dimensions in Google Analytics (2/2) Seite 7 • User • Session • Traffic Sources • Adwords • Goal Conversions • Platform or Device • Geo Network • System • Social Activities • Page Tracking • Internal Search • Site Speed • App Tracking • Event Tracking • Ecommerce • Social Interactions • User Timings • Exceptions • Content Experiments • Custom Variables or Columns • Time • Audience • Adsense
  8. 8. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Overview of Report Structure Seite 8
  9. 9. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Understanding the Dashboard Seite 9
  10. 10. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Customizing the Dashboard Seite 10
  11. 11. Understanding the Report Layout New Media and Technology Seite 11
  12. 12. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Exporting Your Data from Google Analytics Download data in CSV / Excel format, etc. Email report (one-time or scheduled) API Seite 12
  13. 13. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Exporting Google Analytics Reports Seite 13
  14. 14. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Scheduling Reports in Google Analytics Seite 14
  15. 15. Digging Into Reports New Media and Technology Seite 15
  16. 16. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Playing with Active Date Range Seite 16
  17. 17. Comparing Two Metrics New Media and Technology Seite 17
  18. 18. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Secondary Metrics Seite 18
  19. 19. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Secondary Dimensions Seite 19
  20. 20. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Visualization Controls Data Percentage Performance Comparison Pivot Seite 20
  21. 21. Audience Reports Demystified New Media and Technology Seite 21
  22. 22. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Audience Overview Report Seite 22
  23. 23. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Location Report Seite 23
  24. 24. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Exploring the New vs. Returning Report Seite 24
  25. 25. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Exploring the Technology Reports Seite 25
  26. 26. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Exploring the Mobile Reports Seite 26
  27. 27. Traffic Sources Report Demystified New Media and Technology Seite 27
  28. 28. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Introduction to the Traffic Sources Report Seite 28
  29. 29. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Exploring the Search Report Seite 29
  30. 30. Reports New Media and Technology Seite 30
  31. 31. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Exploring the Social Reports Seite 31
  32. 32. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Content Reports Seite 32
  33. 33. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Exploring the Pages Report with Advanced In-line filters Seite 33
  34. 34. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Exploring the Landing Pages Report Seite 34
  35. 35. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Exploring the Top Exit Pages Report Seite 35
  36. 36. Exercises New Media and Technology Seite 36
  37. 37. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Exercises 1. Number of visits on March 1 2. Number of new visitors on March 1 3. Did anyone visit via an iPad on March 1? 4. The smallest screen resolution on March 1? 5. Most unexpected search string from March 1 6. % new visitors on April 2 7. What day has had the longest average time on site (this year)? 8. The most popular piece of content? 9. The bounce rate for all visitors is increasing / decreasing / holding steady? 10.Search engine traffic is increasing / decreasing / holding steady? Seite 37
  38. 38. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Team Exercise Step 1: Team Formation and Planning • Find your team! • Identify 2‐3 key metrics to assess the health of this website! • Identify at least 1 recommendation as a future action! Step 2: Measurement and goal setting • Use Google Analytics to document trends in your metrics – be specific! • Articulate your recommendations in terms of impact on key metrics. Seite 38
  39. 39. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 References • http://www.webucator.com/marketing-sales-training/course/google-analytics-training.cfm • https://developers.google.com/analytics/devguides/reporting/core/dimsmets#mode=web • http://www.google.com/analytics/features/ Seite 39

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