Grant Ruxton from Boyd Digital delivered a masterclass on behalf of the Alba Incubation Service at the Hillington Park Innovation Centre on Tue 16th Sept 2014 around how to get started on Google analytics.

2. Agenda
• Understanding Web Analytics
• Getting Started
• The Interface
• Goals & Tracking
• Useful Links
• Questions

3. Web Analytics
— n computing The measurement, collection,
analysis and reporting of internet data for
purposes of understanding and optimizing
web usage.
The purpose of analytics is to help you
optimize your site, but also:
- campaign support
- usability insights
- audience demographics
- user engagement

4. Google Analytics
- Free, hosted analytics tool that can help you create more effective sites and
increase ROI on marketing campaigns

5. Google Analytics
How are visitors using my site?
• How can I make my marketing
campaigns more effective and
accountable?
• Am I creating effective content?
• Where and why are shoppers
abandoning my shopping cart?
• How do I improve site interaction?

6. Basic Navigation
Account Controls
1.Account Home
2.Admin Settings
3.Account/Property
Report Navigation
4.All Reports
Data Inclusion Controls
5.Add Segments
6.Metric Group selector
7.Date selector
8.Primary dimension
9.Secondary dimension
10.Table filter
Graph & Visualization Controls
11.Metric selector
12.Time graph
13.Graph selector
Report Sharing & Customization
14.Report customizations
15.Save & share
16.Annotations
Help Resources
17.User settings
18.In-Product Help

7. Key Terms
•Goal: an action to measure which defines success such as newsletter sign up or
donation
• Conversion: a completed goal
• Goal Conversion Rate: the percentage of visits which complete a goal
•Traffic: the total number of visits to your site
• Direct: users who access your site by typing in the URL or using a
bookmark
• Organic: users who access your site through unpaid search engine
results
• Paid: users who access your site through a paid advertisement
(search, display)
• Referral: users who access your site through a link on another
website

8. Key Terms #2
•Impression: each time a link is displayed on the web
•Click: an instance when a user follows a web link to your site
•Visits: the amount of times your website is accessed
• Visitor: the user who accesses your website
• Unique Visitor: non-duplicate visitors to a site over a specific time period
•Source: where referring traffic is coming from
•Medium: the type of campaign traffic

9. How do I get started? #1
Go to: www.Google.com/Analytics

10. How do I get started? #2
Select “Sign Up”

11. How do I get started? #3
Provide account information

12. How do I get started? #4
Copy and paste provided tracking code and send to your website
developer for implementation on every website page

13. #5
If you are implementing revenue tracking, make sure ecommerce is turned
on.

14. #6
Create a filter to exclude the business’ IP address
www.whatsmyip.org

15. Other setup features to think about before you get started …
Linking Google AdWords and Google Webmaster Tools accounts

16. A Closer Look at Reporting
Date Range Selector

17. Traffic Source Overview

18. PPC Traffic Overview

19. Organic Search Report

20. Traffic by Location

21. Traffic by Device Type

22. Google Analytics
Goals

23. Goal Examples
1 • Forms for Leads
2 • Contact Forms
3 • Newsletter Signups
• Freemium or free trail
account creation
4

24. 4 Types of Google Analytics Goals
1 • URLs
2 • Events
3 • Visit Duration
4 • Pages/Visit

25. You’re trying to capture leads with a form

26. After filling the form, people get sent to:
Mybusiness.com/thank-you

27. How to set up a Goal:

28. How to set up a Goal #2:

29. What about goal values?
We need to figure out how much each lead is worth.

30. How to calculate goal values for leads:
• What’s your average sale? 1
• How many leads do you need for a
sale? 2
• Divide the average sale by the
number of leads 3

31. How to calculate goal values:
1 • Average Sale = £500
2 • Number of leads = 5
3 • Value of 1 lead = £100

32. What if it’s not easy to get these numbers?
Don’t use goal values, leave it blank.

33. Looking for more detail?
Blog.kissmetrics.com/critical-goal-types/

34. Quick Re-cap
• Google Analytics is a Free & Powerful Tool.
• Use it to sell more product and capture more
leads by looking at:
-Traffic Sources
- Usability Insights
- Audience Demographics
- User Engagement
• Set Goals and Measure Them!

35. After the Break
• Custom Dashboards – SEO
• Custom Dashboards – PPC
• Goal Set Up Live Demonstration
• Live Questions and Answers
- You ask the questions, we show you how to do it on the
big screen

36. FOLLOW US
f
t
I
Facebook
facebook.com/boyddigitallive
Twitter
twitter.com/boyddigital
Instagram
instagram.com/boyddigital
LinkedIn
uk.linkedin.com/in/grantruxton
Website:
www.boyddigital.co.uk
W
I

37. Thank You!
Slides available at:
http://bit.ly/BDAnalytics