This is a part of book review on https://humancdesign.com

1. Google Analytics and Web
Usability
Analyzing users’ behavior a mass market

2. Learning outcomes
Students are able to analyze
the users’ behavior by using the
google analytics

3. What is google analytics?
• A web analytics service
offered by Google that
tracks and reports
website traffic, currently
as a platform inside the
Google Marketing
Platform brand.

4. The Google analytics
Enter the website Who are users? What is the behavior?
What do they do on
website?
Exit from the
website
• Where do they
come from?
• Which website do
they come?
• How do they come
to website?
• Which keyword do
they use for search
engine?
• Gender?
• Age?
• Interest?
• New customer or the
old ones.
• Which page do they
visit?
• What is the landing
page?
• How long do they
stay in website?
• Path in website
• How many pages do
they visit?
• Any value from visit?
• What is the product
they purchased?
• How much is the
ROI?
• Which page do
they exit?
• How long do they
stay in the whole
website?

5. Process of Google Analytics
Data
Collection
Data
Processing
Data
Visualization
1 2 3

6. Analytics tag
2
1
3
Website
Data
Analytics Tag

7. Google Analytics Structure
View 1
(Report 1)
View 2
(Report 2)
View 3
(Report 3)
View 4
(Report 4)
Property 1 (website 1)
View 1
(Report 1)
View 2
(Report 2)
View 3
(Report 3)
View 4
(Report 4)
Property 2 (website 2)
1 Account

8. Register Google Analytics
• https://analytics.google.com/ • https://youtu.be/lZf3YYkIg8w

9. Property - Tracking ID
Copy this
code to
website

10. Insert Headers and Footers
1. Install Wordpress
plugin - Insert
Headers and Footers
2. Paste the google
analytics on the
header

11. Check your analytic tag working?

12. Demo account google analytics
• https://analytics.google.com/analytics/web/?utm_source=demoaccount&utm_medium=demoaccount&utm_campaign=demoaccount#/
report/visitors-overview/a54516992w87479473p92320289/

13. Metric

14. User, Session and Page View
• Users represent individuals that visit your site. If that same User leaves your
site and comes back later, Google Analytics will remember them, and their
second visit won’t increase the number of Users.
• Sessions represent a single visit to your website. Whether a User lands on
one of your web pages and leaves a few seconds later, or spends an hour
reading every blog post on your site, it still counts as a single Session. If
that User leaves and then comes back later, it wouldn’t count as a new User
(see above), but it would count as a new Session.
• Page views represent each individual time a page on your website is
loaded by a User. A single Session can include many Pageviews, if a User
navigates to any other web pages on your website without leaving.

15. Example
Pageview
1
Pageview
2
Pageview
3
Session (Morning)
User : Mr.Farbod
Pageview
3
Pageview
4
Session (Noon) Session (Afternoon)
Pageview
1
Pageview
2
Pageview
1
Pageview
2
How many user, session and pageview?

16. One user because Mr.Farbod open the website 3 times but he is the
same person.
3 sessions because he opens the website in the morning, noon and
afternoon.
9 page view because he read 9 pages from the website.

17. Session Timeout
Session expires after 30 mins of users’ inactivity
Example
Mr.Farbod opened the Wikipedia (session 1). He read around 10 mins and
closed the page and played Facebook instead. After played Facebook 40
mins, he started the Wikipedia again (session 2). After 15 mins, he went to
toilet then closed the Wikipedia within 10 mins. This cannot count as
session 3 because the old session does not finish in 30 mins.
Mr.Farbod
0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85
Session
1
Session
2
Open the first one Open the second one Open the third one

18. Number of session vs. number of users
• Number of session is
insightful than the number of
users.
• We can know users’ intention
to visit the pages.
vs.

19. 5 Reports of Google Analytics
• Audience report - user behavior, new users, bounce rate and transaction.
• Acquisition report - where users come from such as traffic and channel.
• Behavior report - new vs returning users, frequency & recency,
engagement and session quality.
• Conversion report - goals, goal URLs, funnel visualization and goal flow.
• Real time report - analyze the real time data such as location, events of
users’ action, content that user watch now and traffic that users come
from.

20. Bounce rate
Page A Page B Page C
Exit
Exit
Session [1]
Session [2]
Bounce
Not bounce
Users come to your
website and open
only one page, do
noting and leave.
Bounce rate = Bounce/Session
= 250/500 = 50%

21. Page session
Page A Page B Page C
Exit
Exit
Session [1]
Session [2]
Page per session = 1
Page per session = 2
Page per session is
the total number when
users start with
session until the end.
Bounce
Not bounce

22. Session Duration
Session duration = 45 + 50 + 25
Page A Page B Page C
Exit
Session
Page per session = 120 sec
45 sec 50 sec 25 sec
We don’t know when
subjects leaved the
website.
Session duration is
the time that users
spend time on the first
page to the end of
page.

23. The more bounce rate, the more
people leaves from the website.
Bounce rate is so high here!
2 mins may be to short for users
to spend time shopping on your
website.
Number of users and sessions are not
far from each other.

24. Audience : Demographics Report
Overview

25. Age
Classify
the age
A lot of users
is between
25-34.

26. Interests Report
Check whether users come to your
website interest which content such as
shopping, technology, media,
lifestyles and travel.
• Affinity Categories - users’ interest
• In-market Segment - trend in the
market

27. Audience - Behavior Report
• New vs Returning visitors
New visitors Returning visitors
Maintaining the returning visitors and find
more new visitors.

28. Audience - Behavior Report
Frequency & Recency
• Number of the returning
visitors comes to the website
each time during the time
frame that we scope (i.e., 7
days, 30 days)
Count of session = 1. Visitors open the
website for first time during 7 days.
Count of session = 2. Visitors open te
website for the second time during 7 days.
The more frequency the more, the more relationship of
visitors and website. Chance to buy product or service
increasingly.

29. Audience - Behavior Report
Engagement
• How long do the visitors
stay in the sessions and
page views?
Visitor spent time
only 0-10 seconds and
leave a lot.
We should improve the
website

30. Technology Report
• Browser & OS
What is the browser that
users and new users use
to visit our website?

31. Mobile
The device that users use to open the website.
• Overview - Desktop, mobile, tablet
• Device - iPhone, iPad, Samsung, Opp

32. Users Flow
The pattern of the path that users come
from one page to another page. This
example shows the users in each country
navigate. Users visited the basket page on
the second and third interaction.
You can change to the
dimension such as
language.

33. Active Users
• 1 Day Active Users - open
the web 1 time within 1 day
• 7 Day Active Users - open
the web 1 time within 7 days
• 14 Day Active Users...
• 28 Day Active Users...

34. Time frame of report
We can scope the time
frame for the last 7 days.
Then click apply

35. Comparing two data
Click on compare
for a specific date,
previous period or
previous year.

36. Acquisition Report

37. Acquisition Report
Facebook
Ads
Google
Ads
Pay the
influencer
Our website
Effective
Measurement

38. Overview Report
• Organic search - using search engine without ads.
• Paid search - click on ads from Google ads
• Social - pass social media such as Facebook, Twitter, YouTube, Pinterest
• Referral - pass the link website
• Direct - user types directly on browser
• Affiliate - pass with agents
• Display - banner ads

39. Channels Treemaps
Users come from the
referral the most (come from
other website).

40. Source/Medium Referrals
Source shows the
traffic and medium that
visitors use to enter the website
such as Google search
engine.
Oh! Users know us from the
email in googleplex.com

41. Search Console
SEO
Search engine optimization

42. Social report
Ads through
social media.
Users come from the YouTube
a lot.

43. (User) Behavior Report

44. Analytics to increase the sale
Skydio 2
Well-know product like Dji drone,
everyone know this product already
so it is easy to sell. On the other hand
the Skydio 2 is infamous. We can
place this drone on the first page and
see how the effectiveness of
promotion.

45. Site content report
• Number of page that users view and % of exit

46. Site content report
1. Content Drilldown - grouping content by looking at URL such as Group of kitchen,
Group of bathroom
2. Landing Pages - The first page that users come (not need to be always homepage)
3. Exit Pages - The last page that users leave.
1 2 3

47. Page timing
• Speed of loading
page as fast or
slow when
comparing with
the average
value.
• Green is fast.
• Slow is red.

48. Event flow
We can create many
event tracking. For example,
we create 10 events for 10
click buttons.

49. Conversion and
Real-Time Report

50. Goal in Google Analytics
Goal is the objects of building that website.
• Goal of shopping website is purchasing product.
• Goal of business website is asking the quotation.
• Goal of news website is number of page views.
• Goal of game website is the maximum spend time in the web.
• Goal of cooking school website is the registration of applicants.

51. Goal metrics
• Goal Completions : Metric that tells how many time that we achieve
the goal.
• Goal Conversion rate : Metric that tells the rate of success (%)
• Goal Value : Metric that tells what the value of succession

52. Example of Shopping website
• Green line show the conversion because success in purchasing
• Red line is not conversion because exit before reaching the goal.
Product
Page
Cart
Page
Shipping
Form
User A
Exit
Billing
form
Thank
you page
Exit
User B

53. Goal Setup
2
3
Create new goal
Select template
1

54. Types of Goal
• Destination : Goal complement when subject reach the end page
such as Thank you page.
• Duration : Goal complement when users stay in the page more than
the time that we scope.
• Page/Screens per session : Goal complement when users open the
page more than the number of page that we scope.
• Event : Goal complement when users click the button that we
assigned.

55. Goal details
• Destination - select the
page as the destination
such as thank you.
• Value - turn the
destination to be value
• Funnel - the step that
users need to go thru
before the end page.

56. Goal overview
• Goal completion : number
of goals in our websites
• Goal value : Number of
value by calculating from
the number of sessions.
• Total abandonment rate :
rate of failing of goal by
calculating from the funnel
with number of session.
Select the specific goal

57. Goal URLs
• Telling the goal that is accomplished is in
any page.
• The goal could be stay in the website more
than the time that we scope or open the
page more than 3.

58. Funnel Visualization
• The path that users need to go
thru until the destination page.
• Telling the number of users in
each step. The top funnel will
have a lot of users (2,388) and
the end will has less users that
purchased the product (21).

59. Google analytics Monster Insight
plug-in for Wordpress

60. Glow flow

61. Real-time report

62. Overview
• Real time report tells how many users are
active currently. For example, 129 users is
on the website.
• We can know that they are in which page.
• The Pageview per minute
• The country that users are. For example,
India users may be the workers of google
company.

63. Summary
• Google analytics can be used to analyze the users’ behavior as a
mass market.
• For the specific event such as click a button, we need to use the
Tag manager.