1.
Google Analytics
A Brief Overview of the Most Important
Basics

2.
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About Me
 Coding since 6 years old
 Creating websites since 1997
 Working in e-commerce since
2005
 Marketing MBA
 Agency since 2011
About Pam

3.
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Q&A
 Feel free to ask questions throughout

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Download Slides
pamannmarketing.com/slides/

5.
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Google Analytics

6.
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Agenda
 The Basics of Google Analytics
▪ TheWho,What,Where, andWhy of your website traffic
▪ Conversions:What they are, and what they are not
▪ Best reports Cheat Sheet: Don’t get lost in the analytics weeds. Focus on
these few key reports.
▪ Best metrics Cheat Sheet:There’s a lot of numbers in there. Focus on these
for the greatest insight.
▪ Glossary:A few key terms and their meaning

7.
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Reports
Navigation Structure
 WHO = Audience
▪ Characteristics ofWHO visited your
website (Geographic location,
browsers/devices used, language they
speak, etc.)
 WHERE = Acquisition
▪ Where the users came from (how they
found your site)
 WHAT = Behavior
▪ What the users did while on your site
(pages visited, actions performed)
 WHY = Conversions

8.
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What is a Conversion?
What is a Conversion?
 A conversion is a completed activity that contributes to
the success of your business.These can either be actual
purchases, or a completed action that inserts the user
into your sales cycle or marketing database.
 Examples of conversions include making a purchase (for an
ecommerce site), signing up for a newsletter, downloading a
whitepaper, or submitting a contact form.
 Conversions are tracked as either e-commerce transactions (for
online purchases) or goals (for any non-purchase conversion)

9.
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Reports Cheat Sheet
Best Reports Cheat Sheet
 Traffic Sources by Channel
▪ Acquisition -> AllTraffic -> Channels
 Top landing pages
▪ Behavior -> Site Content -> Landing Pages
 Top referring sources
▪ Acquisition -> AllTraffic -> Referrals*
 *beware of referral spam
 Conversions
▪ Conversions -> Goals -> Overview (and/or)
▪ Conversions -> Ecommerce -> Overview

10.
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Reports Cheat Sheet
Best Metrics Cheat Sheet
 Pages/Session is the average number of pages viewed
during a session. Repeated views of a single page are
counted.
 Average Session Duration is the average length of a
Session.
 Bounce Rate is the percentage of single-page sessions
(i.e. sessions in which the person left your site from the
entrance page without interacting with the page).
 Conversions

11.
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Glossary
Glossary
A few key terms:
 A user is a person who visited your website. New users
are first-time visitors who have not been to your site
within the last 2 years from that device or that browser.
 An instance of a page being loaded (or reloaded) in a
browser. Pageviews is a metric defined as the total
number of pages viewed

12.
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Glossary
Glossary
A few key terms:
 A session is a group of interactions that take place on
your website within a given time frame. For example a
single session can contain multiple screen or page views,
events, social interactions, and ecommerce transactions.
A session ends after either 30 mins of inactivity, at
midnight, or if a user enters on a new campaign.

13.
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Glossary
Glossary
A few key terms:
 Source/Medium describes where your traffic comes from.
 The Source is the place users are before seeing your content,
like a search engine or another website.
 The Medium describes how users arrived at your content.
Values for Medium include "organic" for unpaid search traffic,
"none" for direct traffic, and “cpc” for paid search.

14.
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Questions?