The document outlines an agenda for a Google Analytics workshop. It will cover what website analytics is and how it works, followed by four steps to better measurement using analytics: 1) measure what matters, 2) proper implementation, 3) setting up goals, events and revenue tracking, and 4) tracking marketing campaigns. The workshop will also address three critical questions analytics can answer and include a Q&A session.

1. Google Analytics Workshop
15th January 2014
Barry Hand
barry.hand@ncirl.ie
@barryhand
@ncirldigital / #ncirldigital

3. What is Website Analytics?
How does it work?
4 steps to better measurement
3 critical questions you can answer
Q&A

4. What is Website Analytics?
How does it work?
4 steps to better measurement
3 critical questions you can answer
Q&A

5. What is Website Analytics?
How does it work?
4 steps to better measurement
3 critical questions you can answer
Q&A

6. What is Website Analytics?
How does it work?
4 steps to better measurement
3 critical questions you can answer
Q&A

7. What is Website Analytics?
How does it work?
4 steps to better measurement
3 critical questions you can answer
Q&A

8. What is Website Analytics / GA
Web analytics is the
measurement, collection, analysis and
reporting of internet data for purposes of
understanding and optimising web usage.

9. What is Website Analytics / GA
Web analytics is the
measurement, collection, analysis and
reporting of internet data for purposes of
understanding and optimising web usage.

10. How does it work?

11. Survey: Econsultancy, 19th Oct 2012
80% of online retailers are using
Google Analytics incorrectly

12. Only 50% of e-commerce businesses
track main conversion points

13. 30% of websites have incorrect
e-commerce tracking implementation

14. 67% of websites have not
integrated social media tracking

15. 73% do not track micro conversion
goals such as newsletter sign ups or
account registrations

16. Why Does This Happen?
• Poor or no communication between marketing and
tech/developers
• Skill gap and understanding
• Websites are getting more complex
• But…Analytics will benefit everyone
– Help marketers create winning campaigns
– Help tech improve the websites experience
• Working together and finding common ground one of
the most important aspects of modern digital marketing
• Analytics packages are becoming more Marketer
friendly (Google Analytics Tag Manager)

17. Step 1) Measure What Matters
• Measure what matters
– Visits, pageviews, search traffic, time on site, bounce
rates are NICE TO KNOWS
– Add to cart, checkout, newsletter
subscription, whitepaper download, form
completion, call back request, social media
interactions, register for event etc. are OUTCOMES

18. Step 2) Implementation
• Very important step!
• Check for updated tracking
implementation
• Universal Analytics – recently
launched
• Ensure this code is applied to
all website pages
• This is the collection stage we
looked at earlier

19. Step 3) Goals, Events and Revenue
• Goals = Conversions = Outcomes
– Subscribing to newsletter
– Registering / Creating an account
– Checkouts
• Events = Actions = Outcomes
– Allows us to track complex actions
– E.g. Video plays, file downloads, social interactions

20. Step 3) Goals and Revenue
• Some events might be also be goals
– Macro goal: Completing course enquiry form
– Micro goal: Download prospectus, viewing key page etc.
– Helps us understand the path visitors take
• Revenue / Ecommerce
– Enable ecommerce tracking – automatically applies the
transactional value of purchases.
– We use this to quantify the value of different channels
– Non e-commerce websites can still attribute a value of
goal

21. Step 4) Tracking Campaigns
• Tag all marketing links for effective measurement (use URL Builder tool)
• www.ncirl.ie >
www.ncirl.ie/?utm_source=students_2014&utm_medium=email&utm_
campaign=valentines

22. 3 Critical Questions You Can Answer
1. Where is my most valuable traffic coming from?
– What channels and campaigns are driving traffic
– Is it converting and what is the value of the conversion?
2. How are people experiencing my site?
– Mobile v Desktop visitors
– What paths are they taking to towards outcomes
3. What content do people care about?
– Most visited pages
– New and returning visitors
– Bounce rates

23. Analytics In Real Life
Source: youtube.com/watch?v=3Sk7cOqB9Dk

24. The values are not that
important…
How are you going to use them
to understand and optimise?

25. Resources & Tools
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8.
Econsultancy survey http://econsultancy.com/blog/10925-80-of-online-retailersare-using-google-analytics-incorrectly
Introduction to Google Analytics Tag Manager
http://cutroni.com/blog/2012/10/01/all-about-google-tag-manager/
How to set up GA web tracking code
https://support.google.com/analytics/answer/1008080
Ecommerce tracking https://developers.google.com/analytics/devguides/collection/gajs/gaTrackingEco
mmerce
How to set up Goals - https://support.google.com/analytics/answer/1032415
Social Analytics - https://support.google.com/analytics/answer/1683971
Social Interactionshttps://developers.google.com/analytics/devguides/collection/gajs/gaTrackingSoci
al
Social tracking for ‘AddToThis’ http://penguininitiatives.com/track-social-sharesaddthis-widget-google-analytics/