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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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pamannmarketing.com/slides/
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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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