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12 Days of Google Analytics

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In this presentation, we review twelve areas of Google Analytics you might not be using. Topics include:

- Filters
- Real-time data
- Goals
- Annotations
- Dimensions
- Events
- Google Tag Manager
- Search Console integration
- Custom dashboards
- Scheduled reports
- Google Data Studio
- Mobile reporting

Learn what each topic is and why you might want to use them.

Published in: Marketing
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12 Days of Google Analytics

  1. 1. Copyright © 2017 Web Savvy Marketing | @RebeccaGill 12Days Of Google Analytics
  2. 2. Copyright © 2017 Web Savvy Marketing | @RebeccaGill The Basics of Google Analytics Every time a page loads, the tracking code will collect and send updated information about the user’s activity Google Analytics groups this activity into a period of time called a “session” A session begins when a user navigates to a page that includes the Google Analytics tracking code A session ends after 30 minutes of inactivity If the user returns to a page after a session ends, a new session will begin
  3. 3. Copyright © 2017 Web Savvy Marketing | @RebeccaGill The Basics of Google Analytics Accounts - An account is your access point for Analytics, and the top- most level of organization Properties - A property is a website, mobile application, or device Views - A view is your access point for reports or a defined view of data from a property
  4. 4. Copyright © 2017 Web Savvy Marketing | @RebeccaGill Google Analytics: Pros It’s free It’s easy to install It integrates with other Google products Tracks acquisition, behavior, and conversions It allows customized data collection It allows custom report creation It tracks ecommerce and goals It’s being developed constantly, so new stuff magically arrives Google provides free training
  5. 5. Copyright © 2017 Web Savvy Marketing | @RebeccaGill Google Analytics: Cons It tracks URL movement only It can be overwhelming It’s constantly changing There are limitations with data usage like: – Accounts – Dashboards – Goals Custom reports options are pretty darn limited
  6. 6. Copyright © 2017 Web Savvy Marketing | @RebeccaGill #1: Filters Filters are used by Views to segment the data into smaller groups Filters can be used to: – Include only specific subsets data – Exclude unwanted data like that crazy spam that magically arrives – Search and replace information Common filter usage: – Exclude internal traffic – Include specific hostname – Exclude dev site traffic
  7. 7. Copyright © 2017 Web Savvy Marketing | @RebeccaGill #2: Real-time Data Best ways to use it: – Track the popularity of new content – Track the success of a social media share – Track the success of your email campaign – See whether a promotion is driving traffic – Watch visitor movement as it happens Available data includes: – Active users – Pages being viewed – Location of visitors – Visitor source – Conversions and events
  8. 8. Copyright © 2017 Web Savvy Marketing | @RebeccaGill #3: Goals Goals are configured at the view level Goals can be applied to: – Destination: Specific pages your users visit – Duration: How many pages they view in a session – Pages/Session: How long they stay on your site – Events: The events they trigger while they are there Every goal can have a monetary value, so you can see how much that conversion is worth to your business When a visitor completes a goal, Analytics records that as a “conversion” Goals use funnels so you can also track failure to complete goals
  9. 9. Copyright © 2017 Web Savvy Marketing | @RebeccaGill #3: Goals Real-world usage: – Contact form submissions (lead) – Newsletter or podcast subscriptions – A download of a ebook, white papers, etc. – An account creation – Blog comment – Review left – A purchase – An extended amount of time spent on the website
  10. 10. Copyright © 2017 Web Savvy Marketing | @RebeccaGill #3: Goals Goals are limited to 20 per reporting view To track more than 20 goals, you have to create an additional view for that property Goals only apply to the data you collect after the goal has been created Goals can't be deleted, but you can stop recording data for a goal You have to have a URL movement for goals to work - i.e. a contact page needs a thank you page
  11. 11. Copyright © 2017 Web Savvy Marketing | @RebeccaGill #4: Annotations Annotations are simply a way to date stamp something (really anything) that may have altered traffic and data Think of annotations like virtual post-it notes They are recorded at the view level Once added they are available throughout the reports for this view They can be private or shared Google Analytics Reminder
  12. 12. Copyright © 2017 Web Savvy Marketing | @RebeccaGill #4: Annotations Real-world examples and applications include: – Relaunch or redesign – Hosting outage – Malware or hacking attack – Hire or fire an SEO consultant/employee – Specific marketing campaign – Industry or competitor activity – Search engine penalty Google Analytics Reminder
  13. 13. Copyright © 2017 Web Savvy Marketing | @RebeccaGill #5: Dimensions Every Google Analytics report contains two types of data: dimensions and metrics A dimension is the attribute of visitors to your website like: – Source – organic, referral, email, direct, etc. – Device – desktop, tablet, mobile – Geography – country, state, city, etc. A metric is a number which is used to measure one of the characteristics of a dimension A dimension can have one or more characteristics – i.e. pages per session and bounce rate Custom dimension can be set up and used as an advanced segment in reports
  14. 14. Copyright © 2017 Web Savvy Marketing | @RebeccaGill #5: Dimensions My favorite use of dimensions is to view conversions by source When doing so you don’t just see what leads or sales you have You now see what sources are driving those leads or sales In this report the number of conversions is the metric and source is the dimension
  15. 15. Copyright © 2017 Web Savvy Marketing | @RebeccaGill #6: Events Events are user interactions that can be tracked without the need of a page load Examples of event usage include: – Video play, stop, pause – Downloads – Ad clicks Events have three core components: – Category: Videos – Action: Play – Label: Schema Webinar Replay You connect events to your website with Google Tag Manager
  16. 16. Copyright © 2017 Web Savvy Marketing | @RebeccaGill #7: Google Tag Manager A tag is a snippet of JavaScript code that collects data and sends information to other services Tags can come from AdWords, Google Analytics, Firebase Analytics, Floodlight, 3rd party or custom tags Tag Manager allows you to quickly update tags and code snippets on your website You no longer need to maintain each of these code snippets (aka tags) in your source files
  17. 17. Copyright © 2017 Web Savvy Marketing | @RebeccaGill #7: Google Tag Manager You simply specify the tags that you want to “fire” and when you want them to fire Think of a tag fire as a trigger for an action or event Common “trigger” include: – Clicks – Views – Downloads – Scrolling – Submissions – Purchases
  18. 18. Copyright © 2017 Web Savvy Marketing | @RebeccaGill #7: Google Tag Manager Tags can become overwhelming to a lot of people, so there are some templates available to assist in execution Examples of triggers that would fire a tag: – Click to call – Clicks on external links – Social media activity – PDF download – Form submission – e-mail address click – Video play – Ad activity – Error tracking
  19. 19. Copyright © 2017 Web Savvy Marketing | @RebeccaGill #8: Search Console Integration While you don’t have to integrate Analytics with Search Console, you should want to do so Search Console integration helps bring back some of the “not provided” data Data will only be available for 90 days, since this is the limit for Search Console Analytics reports under the Search Console section include: – Landing pages – Countries with drilldown – Devices – Queries
  20. 20. Copyright © 2017 Web Savvy Marketing | @RebeccaGill #8: Search Console Integration Reports offer keyword based data for: – Impressions – Clicks – Click through rates – Average position (across multiple URLs) – Sessions – Bounce rate – Pages per session – Transactions and revenue – Goal conversions, values, and rates
  21. 21. Copyright © 2017 Web Savvy Marketing | @RebeccaGill #8: Search Console Integration Data won’t match 100% between report types and here is why: – Disabled JavaScript in browsers – Missing Analytics tracking code – Search Console display limitations – Bot filtering Reports can be confusing because: – One keyword can show data for many pages – One page can show data for many keywords This confusion goes away if you drill further down into the default reports
  22. 22. Copyright © 2017 Web Savvy Marketing | @RebeccaGill #9: Custom Dashboards Benefits: – Get quick access to data – View most important data – View data like you want – Create dashboards from scratch – Grab and import templates (over 19,000 available) – Modify templates as needed to fit your needs Limitations: – 20 private dashboards – 50 shared dashboards – 12 widgets per dashboard
  23. 23. Copyright © 2017 Web Savvy Marketing | @RebeccaGill #9: Custom Dashboards Template categories: – Acquisition – Analytics Academy – Campaign – Conversion – Display Advertising – Ecommerce – Engagement – Lead Generation – Site Optimization – Branding – Mobile – Organic Search – Paid Search – Publishing – Referral – Social – Support
  24. 24. Copyright © 2017 Web Savvy Marketing | @RebeccaGill Day #10: Scheduled Reports Schedule up to 400 reports from existing screens or custom dashboards You can export reports as: – CSV – TSV – TSV for Excel – Excel (XLSX) – Google Sheets – PDF You can select to send reports: – Daily – Weekly – Monthly
  25. 25. Copyright © 2017 Web Savvy Marketing | @RebeccaGill Day #11: Google Data Studio Create unlimited Data Studio custom reports Combine data into reports from sources like: – Analytics – Search Console – Adwords – YouTube – Google Sheets – APIs Create 100% unique reports Use templates for faster deployment
  26. 26. Copyright © 2017 Web Savvy Marketing | @RebeccaGill Day #11: Google Data Studio Benefits: – Lots prettier than Google Analytics or Google Search Console – Google is pushing product updates monthly Limitations – You need to define data sources before you can use the studio – Not overly intuitive – Easy to break report layouts
  27. 27. Copyright © 2017 Web Savvy Marketing | @RebeccaGill Day #12: Mobile Access to Reporting Get your Analytics data on the go with mobile apps Check key metrics via standard reports Compare date ranges Monitor real-time data Build your own reports Save any reports to your dashboard
  28. 28. Copyright © 2017 Web Savvy Marketing | @RebeccaGill More Information Data Studio datastudio.google.com/navigation/reporting support.google.com/datastudio/topic/7450642?hl=en&ref_topic=6267 740 Dashboards support.google.com/analytics/answer/1068218?hl=en analytics.google.com/analytics/gallery/ Dimensions support.google.com/analytics/answer/1033861?hl=en Events support.google.com/analytics/answer/1033068?hl=en
  29. 29. Copyright © 2017 Web Savvy Marketing | @RebeccaGill More Information Filters support.google.com/analytics/answer/1033162?hl=en Real-time Data support.google.com/analytics/answer/1638635?hl=en Search Console serps.com/library/guide-google-analytics-google-search-console- integration/ Schedules support.google.com/analytics/answer/1038573?hl=en Tag Manager ipullrank.com/google-tag-manager/ orbitmedia.com/blog/gtm-tracking-codes/

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