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Getting Started With Google Analytics - Jon Hibbitt

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Jon Hibbitt, SiteVisibility's Technical SEO Analyst spoke at the Brighton & Hove Chamber of Commerce about getting started with Google Analytics

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Getting Started With Google Analytics - Jon Hibbitt

  1. 1. Jon Hibbitt – Technical SEO Analyst @jonhibbitt
  2. 2. WHAT WE DO SEO PAY PER CLICK(PPC)STRATEGY ANALYTICS & CRO SOCIAL MEDIA PUBLIC RELATIONS DISPLAY ADVERTISING CONTENT MARKETING
  3. 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. 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
  5. 5. BUSINESS ANALYTICS
  6. 6. WHAT IS GOOGLE ANALYTICS? A Free Analytics Service For Measuring Online Customer Behaviour
  7. 7. WHY USE GOOGLE ANALYTICS? “ The goal is to turn data into information, and information into insight ”Carly Fiorina – Former CEO of HP
  8. 8. HOW DOES IT WORK? Collection Processing Configuration Reporting https://support.google.com/analytics/answer/6081186?hl=en
  9. 9. WHAT DOES IT TRACK? • Websites • Mobile Apps • Internet ‘Things’ https://support.google.com/analytics#topic=3544906
  10. 10. Map Your Business Objectives to Analytics MEASUREMENT PLAN
  11. 11. DO IT GOOGLE’S WAY https://analyticsacademy.withgoogle.com/explorer
  12. 12. PLAN • Document business objectives • Identify strategies and tactics • Choose Key Performance Indicators (KPIs) • Choose Segments • Set Targets
  13. 13. 1 2 3 4 5 PLANNING PROCESS
  14. 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. 15. 1. DOCUMENT BUSINESS OBJECTIVES • Get more leads • Sell more products
  16. 16. Drive Store Visits Drive Blog Engageme nt 2. IDENTIFY STRATEGY & TACTICS
  17. 17. Printed a Coupon Revenue Shared Blog Post on Facebook • Revenue Printed Coupon Shared on Social £ 3. CHOOSE KPIs
  18. 18. 4. CHOOSE TRAFFIC SEGMENTS Marketing Channel - Organic, PPC, Email, Social New vs Returning Visitors Geography (For brick & mortar businesses)
  19. 19. 5. BENCHMARK KPIs Revenue Average order value Printed a Coupon Recency & Frequency of Customer Visits Social Sharing of Blog Posts £ ££
  20. 20. In Store Visits +15% Revenue +20% Average Order +15% 6. SET GOALS
  21. 21. 7. MEASURE & IMPROVE In Store Visits +15% Revenue +20% Average Order +15%
  22. 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
  23. 23. ACCOUNT STRUCTUR E • ACCOUNT • PROPERTY • VIEW • USERS • PERMISSIONS https://support.google.com/analytics/answer/1009618?hl=en
  24. 24. ACCOUNT SET-UP Tracking code https://support.google.com/analytics/answer/1008080?hl=en#GTMvsGA
  25. 25. GA UA-TRACKING CODE Paste it immediately before the closing </head> tag https://support.google.com/analytics/answer/1008080?hl=en
  26. 26. CHECK TRACKING CODE WORKS https://support.google.com/analytics/answer/1008083?hl=en
  27. 27. VIEWS https://support.google.com/analytics/answer/2649553?hl=en
  28. 28. SET-UP 3 NEW VIEWS https://support.google.com/analytics/answer/2649553?hl=en
  29. 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. 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. 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
  32. 32. CREATE & MANAGE FILTERS https://support.google.com/analytics/answer/1034823?hl=en
  33. 33. USER MANAGEMENT https://support.google.com/analytics/answer/1009702?hl=en • Account Level • Property Level • View Level
  34. 34. USER MANAGEMENT PERMISSIONS https://support.google.com/analytics/answer/2884495 • Manage Users • Edit • Collaborate • Read & Analyse
  35. 35. KEY REPORTS
  36. 36. DIMENSIONS & METRICS https://analyticsacademy.withgoogle.com/course01/unit?unit=3&lesson=2 • Landing page • Page Title • Pageviews • Bounce Rate E.g. /shop/ Widgets | Offers – My Business E.g. 738 34%
  37. 37. DIMENSIONS & METRICS https://analyticsacademy.withgoogle.com/course01/unit?unit=3&lesson=2 Dimension (Page) Metrics (Pageviews, Bounce Rate)
  38. 38. AUDIENCE Where They Come From, What They Do, Key Demographics
  39. 39. AUDIENCE OVERVIEW • Start point in GA • Overview of traffic report https://support.google.com/analytics/answer/1012034?hl=en
  40. 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
  41. 41. GEO Where Did Customers Come From?
  42. 42. GEO • Where visitors come from • Language spoken • Drill down into City, continent, sub-continent
  43. 43. BEHAVIOUR Where and how do customers engage?
  44. 44. BEHAVIOUR • New Vs Returning Frequency & Recency • Pages viewed by age group? • Why?
  45. 45. DASHBOARDS Performance at a Glance
  46. 46. DASHBOARDS • Add reports ‘widgets’ • Executive overview of performance • Which pages deliver? • Technical Performance https://support.google.com/analytics/answer/1068216?hl=en
  47. 47. SHORTCUTS Organise Data Into Your Own Report
  48. 48. KEY REPORTING TOOL - SHORTCUTS https://support.google.com/analytics/answer/2676996?hl=en
  49. 49. KEY REPORTING TOOL - SHORTCUTS https://support.google.com/analytics/answer/2676996?hl=en#Create
  50. 50. SHORTCUTS • Make sure rows is set to maximum • Save time consuming drill downs into one click reports • Make more changes and save
  51. 51. INTELLIGENCE REPORTS Get alerts when something changes
  52. 52. KEY REPORT – INTELLIGENCE EVENTS https://support.google.com/analytics/answer/1320521?hl=en
  53. 53. KEY REPORT – CUSTOM INTELLIGENCE EVENTS https://support.google.com/analytics/answer/1033021?hl=en#create
  54. 54. KEY REPORT CUSTOM INTELLIGENCE EVENTS • Sessions > 50% • Sessions < 50% • Organic > 10% • Goal completions… https://support.google.com/analytics/answer/1033021?hl=en#create
  55. 55. REAL TIME REPORTS Great For Testing, Social Campaigns, PR Releases
  56. 56. ACQUISITION Where Are Customers Coming From? What Channels Convert Well? Or Don’t!
  57. 57. ACQUISTION OVERVIEW • Which channels are bringing in customers? • Which channels are converting? • Which campaigns are effective?
  58. 58. ACQUISITION - CHANNEL PERFORMANCE https://support.google.com/analytics/answer/1034823?hl=en
  59. 59. ADWORDS Integrate with Google Analytics
  60. 60. ADWORDS See PPC performance in Analytics & Analytics performance in PPC https://support.google.com/adwords/answer/1704341?hl=en-GB
  61. 61. SEARCH ENGINE OPTIMIZATION Keywords & Pages - Organic Search Visits
  62. 62. SEARCH ENGINE OPTIMIZATION • Brand vs Non- Brand • Average Position • Click Through Rate (CTR) https://support.google.com/webmasters/answer/1120006?hl=en
  63. 63. SOCIAL ANALYTICS How Does Social Contribute To Conversions?
  64. 64. SOCIAL ANALYTIC S • Measure value of social • Set-up goals https://support.google.com/analytics/answer/1683971?hl=en
  65. 65. CAMPAIGN TRACKING Track Actions GA Doesn’t Auto Track
  66. 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
  67. 67. CAMPAIG N TRACKIN G
  68. 68. BEHAVIOUR How Customers Interact With Your Content
  69. 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
  70. 70. SITESPEED Find the Speed Traps
  71. 71. SITESPEED • Watch out for slow browser load times • Test in www.webpagetest.or g • Follow Google’s speed suggestions
  72. 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. 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
  74. 74. CONVERSIONS Goals & E-Commerce Performance
  75. 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. 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. 77. GOALS • Name the goal • Set type • Next Step https://support.google.com/analytics/answer/1032415?hl=en
  78. 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. 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
  80. 80. CONVERSIONS E-Commerce Performance
  81. 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. 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. 83. MULTI CHANNEL FUNNELS E-Commerce Performance https://support.google.com/analytics/answer/1191180?hl=en
  84. 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
  85. 85. KEY REPORTING TOOLS
  86. 86. REPORTING TOOLS MAP https://support.google.com/analytics/answer/2604608?hl=en
  87. 87. KEY REPORTING TOOL - ALERTS https://support.google.com/analytics/answer/1034823?hl=en
  88. 88. KEY REPORTING TOOL ALERTS Status updates on the health of your GA account https://support.google.com/analytics/answer/6006306?hl=en
  89. 89. KEY REPORTING TOOL – DATE RANGE https://support.google.com/analytics/answer/1034823?hl=en
  90. 90. DATE RANGE SELECTION https://support.google.com/analytics/answer/1034823?hl=en
  91. 91. DATE RANGE SELECTION https://support.google.com/analytics/answer/1034823?hl=en
  92. 92. DATE RANGE TIPS • Compare historic activity • Check seasonal variations • Conduct micro analysis using hour selector
  93. 93. KEY REPORTING TOOLS - ANNOTATIONS https://support.google.com/analytics/answer/1034823?hl=en
  94. 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. 95. KEY REPORTING FEATURES - SEGMENTS https://support.google.com/analytics/answer/3123951?hl=en
  96. 96. KEY REPORTING FEATURES - SEGMENTS https://support.google.com/analytics/answer/3123951?hl=en
  97. 97. KEY REPORTING FEATURES – SEGMENTS ALL SESSIONS VS ORGANIC https://support.google.com/analytics/answer/3123951?hl=en
  98. 98. KEY REPORTING TOOLS – FILTERS https://support.google.com/analytics/answer/1034836?hl=en
  99. 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
  100. 100. KEY REPORTING TOOLS – SECONDARY DIMENSIONS https://support.google.com/analytics/answer/6175970?hl=en
  101. 101. SECONDARY DIMENSIONS TIPS Slice data at report level for detailed analysis
  102. 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. 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. 104. Google Tag Manager http://www.google.co.uk/tagmanager/
  105. 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. 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. 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. 108. EXERCISE Create your measurement plan • Business Objective • Strategy • Tactics • GA KPIs • Segments
  109. 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

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