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Getting Started With Google Analytics - Jon Hibbitt
Getting Started With Google Analytics - Jon Hibbitt
1.
Jon Hibbitt – Technical SEO Analyst
@jonhibbitt
2.
WHAT WE DO
SEO PAY PER CLICK(PPC)STRATEGY ANALYTICS & CRO
SOCIAL MEDIA PUBLIC RELATIONS DISPLAY
ADVERTISING
CONTENT
MARKETING
3.
TODAY’S MENU
1. What is Google Analytics?
2. Build a Measurement Plan
3. Best Practice Account Set-up
4. Key Reports
5. Report Tips
6. Google Tag Manager
7. Questions
4.
OBJECTIVES
1. Get accurate data
2. Have a clear measurement plan
3. Identify the reports relevant to your
business
4. Know what you can do and what
you need the developer to do
5. Be more confident in using the tool
6. Use the tool
14.
My Business Exists To…Tactics
Strategy: Engage
Users
KPIs
Get more leads Increase online sales
Segments
Marketing channel (search, ppc, email, social)
New vs Returning Visitors
Geography (For brick & mortar businesses)
Drive
Store
Visits
Strategy: Sell
Products
Sell Online
Recency /
Frequency
Social Shares
Drive
Blog
Engagement
Revenu
e
£
Avg.
order
value: £
Find store
location
Printed
Coupon
PLANNING PROCESS DETAIL
15.
1.
DOCUMENT
BUSINESS
OBJECTIVES
• Get more leads
• Sell more products
16.
Drive
Store
Visits
Drive Blog
Engageme
nt
2. IDENTIFY
STRATEGY &
TACTICS
17.
Printed a
Coupon
Revenue
Shared Blog
Post on
Facebook
• Revenue
Printed Coupon
Shared on
Social
£
3. CHOOSE
KPIs
18.
4. CHOOSE TRAFFIC
SEGMENTS
Marketing Channel - Organic,
PPC, Email, Social
New vs Returning Visitors
Geography (For brick &
mortar businesses)
19.
5. BENCHMARK KPIs
Revenue
Average order value
Printed a Coupon
Recency & Frequency of Customer Visits
Social Sharing of Blog Posts
£
££
20.
In Store Visits +15%
Revenue +20%
Average Order +15%
6. SET GOALS
21.
7.
MEASURE
& IMPROVE
In Store Visits +15%
Revenue +20%
Average Order +15%
22.
On two occasions I have been asked, "Pray, Mr. Babbage, if you put into
the machine wrong figures, will the right answers come out?" ... I am
not able rightly to apprehend the kind of confusion of ideas that could
provoke such a question.
—Charles Babbage, Passages from the Life of a Philosopher - 1864
28.
SET-UP 3 NEW VIEWS
https://support.google.com/analytics/answer/2649553?hl=en
29.
UNFILTERED, TEST
& MASTER VIEWS
https://support.google.com/analytics/answer/2649553?hl=en
• Unfiltered – Raw data
• Test – Apply filters /
changes here and test
• Master – Your working
filtered account
30.
SET VIEW
SETTINGS
https://support.google.com/analytics/answer/1010249?hl=en
• Website URL:
www.mywebsite.com or
mywebsite.com
• Timezone: UK – London
GMT+00:00 to include BST
• Currency: GBP
• Exclude all hits from known
bots and spiders - Check
• Site Search Tracking – Check
31.
FILTERS
https://support.google.com/analytics/answer/1033162?hl=en
GA REPORT
C
A
B• Include – Only X
• Exclude – X,Y,Z
E.g. Include only UK
traffic
Exclude, Me, my web
designer
38.
AUDIENCE
Where They Come From, What They Do, Key
Demographics
39.
AUDIENCE
OVERVIEW
• Start point in
GA
• Overview of
traffic report
https://support.google.com/analytics/answer/1012034?hl=en
40.
DEMOGRAPHICS
&
INTERESTS
• Enable setting in Admin
• Better understand your
audience segments
• Not all visitors included
• Update privacy settings
https://support.google.com/analytics/answer/2799357?hl=en-GB
62.
SEARCH ENGINE
OPTIMIZATION
• Brand vs Non-
Brand
• Average Position
• Click Through Rate
(CTR)
https://support.google.com/webmasters/answer/1120006?hl=en
63.
SOCIAL ANALYTICS
How Does Social Contribute To Conversions?
64.
SOCIAL
ANALYTIC
S
• Measure
value of
social
• Set-up goals https://support.google.com/analytics/answer/1683971?hl=en
65.
CAMPAIGN TRACKING
Track Actions GA Doesn’t Auto Track
66.
CAMPAIGN
TRACKING
• E-mail links
• Tweets
• Facebook Ads
• Affiliate Links
Use Google’s URL
Builder
‘Marketing’ own this
https://support.google.com/analytics/answer/1033867?hl=en
http://www.mysite.com/signup?utm_source=newsletter-
20150726&utm_medium=email&utm_campaign=ga-training-
offer-20150726
68.
BEHAVIOUR
How Customers Interact With Your
Content
69.
BEHAVIOUR
• Which page are most
popular
• Which pages are valuable
• Which website sections
are popular
• Drill downs through
sections
• Top landing pages
https://analyticsacademy.withgoogle.com/course01/unit?unit=5&lesson=5
71.
SITESPEED
• Watch out for slow
browser load times
• Test in
www.webpagetest.or
g
• Follow Google’s
speed suggestions
72.
• Understand what customers are looking for
• Create new content based on customer
searches
• Optimise navigation elements
SITE SEARCH
View Keywords Customers Enter On Your
Website
https://support.google.com/analytics/answer/1012264
73.
EVENTS
Track Key Interactions on your site
https://support.google.com/analytics/answer/1033068?hl=en
• Track Downloads
• Video Plays
• AJAX calls
• Outbound Clicks
75.
GOALS
• Destination URL –
registration
completion page
reached
• Time based - 5
minutes on site
• Event fired – video
play, link click
• Always assign ££
values
https://support.google.com/analytics/answer/1012040?hl=en
76.
GOALS
• Set-up in Admin
section of GA
• Use template or
custom setting
• Follow process
• Max 20 per view
https://support.google.com/analytics/answer/1012
040?hl=en
77.
GOALS
• Name the goal
• Set type
• Next Step
https://support.google.com/analytics/answer/1032415?hl=en
78.
GOALS
• Set Destination
• Give a value
• Verify goal to test it
works
• Or test in real time
report
https://support.google.com/analytics/answe
r/1032415?hl=en
79.
GOALS
• Use Reverse Goal
Path to see user
journey to conversion
• Use Funnel
Visualisation to see
main pages leading to
conversion
• Set-up goal funnels to
optimise conversion
https://support.google.com/analytics/topic/1631741
81.
E-COMMERCE
• Ask your developer to set-up product tracking
• Turn E-Commerce on in view admin settings
• Enable Cross Domain Tracking if using third party payments
https://support.google.com/analytics/answer/1009612?hl=en#Enable
82.
E-Commerce
• Compare product
sales by date
• Transactions (and
upsells) by ID
• Discover sales
cycle length
https://support.google.com/analytics/answe
r/1037249?hl=en
83.
MULTI CHANNEL FUNNELS
E-Commerce Performance
https://support.google.com/analytics/answer/1191180?hl=en
84.
MULTI FUNNEL
REPORTS
• See how different channels
contribute to conversions
• See channels ‘assisting’
conversions
• View top combinations of
channels leading to
conversions
• See time from first engagement
to conversion
https://support.google.com/analytics/answer/119118
0?hl=en
94.
ANNOTATION TIPS
• Document changes to the
website
• Document campaign
launches
• Ask third parties to document
their work
• Note causes of spikes or
drops
95.
KEY REPORTING FEATURES -
SEGMENTS
https://support.google.com/analytics/answer/3123951?hl=en
96.
KEY REPORTING FEATURES -
SEGMENTS
https://support.google.com/analytics/answer/3123951?hl=en
97.
KEY REPORTING FEATURES –
SEGMENTS ALL SESSIONS VS
ORGANIC
https://support.google.com/analytics/answer/3123951?hl=en
99.
FILTER TIPS
• Start simple and
refine
• Use the advanced
selector to build more
complex queries
https://support.google.com/analytics/answer/1034836?hl=en
101.
SECONDARY
DIMENSIONS
TIPS
Slice data at report
level for detailed
analysis
102.
SHARE DATA
• Email
• CSV, XLSX, PDF,
Google Sheets
• Daily, Weekly,
Monthly
• For X period
• Export
https://support.google.com/analytics/answer/1038573?hl=en
103.
KEY REPORT
ACQUISITION
CHANNELS
• Find out where the
traffic comes from
• Plot rows to visualize
• Channel performance
• Drill into data by
clicking channel
grouping links
104.
Google Tag Manager
http://www.google.co.uk/tagmanager/
105.
Google Tag Manager
• Less requirement for web developers to deliver
code changes for tracking
• Manage all tracking tags in one place online
• Enhanced Ecommerce tracking provides detailed
reporting on every facet of shopping and
purchasing behaviour, e.g. which products were
seen, added or removed from cart, initiated,
abandoned and completed transactions
https://support.google.com/analytics/answer/6014841?hl=en
106.
Resources
Everyone was a beginner at some
stage. In every sector, everyday
there’s someone starting out who
wants to pick up the basics as
quickly and painlessly as possible.
Google Chrome
Google Tag Assistant
Google Analytics Debugger
Digital Analytics Fundamentals
107.
SEO KPIs
Types of Goal
– Engagement
– Conversions
– Visibility
– Reputation
– Credibility and status
– Market leadership
– Competitive advantage
KPI’s
– Organic traffic
– Visitor numbers
– Volume of traffic achieved based
on keywords
– Click-Through-Rates
– Downloads
– Conversions
– Sales
– Website engagement etc.
108.
EXERCISE
Create your measurement plan
• Business Objective
• Strategy
• Tactics
• GA KPIs
• Segments
109.
SUGGESTIONS
• Business Objective – No1 low cost airline in Europe
• Strategy – Sell Services
• Tactics - Sell Online
• GA KPIs – E-Commerce - Revenue, Avg Order Value
• Goals – Newsletter, sign-ups
• Segments – Email, Organic Search, PPC