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Google Analytics Basics



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Google Analytics Basics

  1. 1. Google Analytics A Brief Overview of the Most Important Basics
  2. 2. Download this slide deck at: 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. 3. Download this slide deck at: Q&A  Feel free to ask questions throughout
  4. 4. Download this slide deck at: Download Slides
  5. 5. Download this slide deck at: Google Analytics
  6. 6. Download this slide deck at: 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. 7. Download this slide deck at: 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. 8. Download this slide deck at: 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. 9. Download this slide deck at: 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. 10. Download this slide deck at: 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. 11. Download this slide deck at: 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. 12. Download this slide deck at: 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. 13. Download this slide deck at: 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. 14. Download this slide deck at Questions?