This document provides an overview of intermediate Google Analytics concepts including business goals, filters, events, and goals. It discusses setting filters to exclude certain traffic, defining events as user interactions on a website, and setting up different types of goals such as event goals, destination goals, time on site goals, and pages per visit goals. The document includes screenshots walking through adding filters and configuring various goal types in the Google Analytics interface.

1. Intermediate Google Analytics
Please see my previous presentations:

Introduction to Google Analytics:
http://bit.ly/2umD4mj

Introduction to Google Search Console:
http://bit.ly/2umekdK

2. Introduction

Your Business Goals

Filters

Events

Goals

3. Business Goals

Business Goals

Conversions: Macro and Micro Conversions

Other Key Performance Indicators (KPIs)

No point using analytics tools if you haven't
figured out what you're measuring

4. Filters

Filters out traffic from a particular view

Can skew your analytics data if not used
properly

If using a particular filter, always have at least
one view with the default, unfiltered view of
your site traffic

5. Adding a Filter

Today we are going to add a basic IP filter,
rather than something more complex

6. Adding a filter

7. Adding a Filter

8. Adding a Filter

9. Adding a Filter

10. Adding a Filter

11. Adding a Filter

12. Adding a Filter

13. Adding a Filter

14. What's My IP?

15. Adding a Filter

16. Adding a Filter

17. Success!

18. Filters

Other types of filters:
− Include internal IP
− Include host/subdomain
− Exclude developers/contributors Ips
− More Advanced Filters:

Lowercase

Remove queries

Specific data:
− Traffic source/medium
− Devices
− Locations

19. Events

An event is an interaction between a user and
your website such as:
− Clicking a button or just a link
− Completing a webform
− Watching a video
− Viewing a picture in a bigger window
− Purchasing a product/service
− Etc

20. Events

21. No Events?!?!

22. Setting Up Events

23. Events

24. Goals

A goal is when an individual user does
something you want on your website including
− Events (see previous slide)
− URLs visited (e.g. a “Thank You” page), including
funnels
− Time spent on site (e.g. X minutes on page =
“article read”)
− Pages per visit

25. Adding Goals

26. Adding Goals

27. Goal Set Up

28. Goal Description

29. Goal Details

30. Goal Details Example

31. Events as Goals

Event Category

Event Action

Event Label

Value (money you credit to the event)

32. Event Category

33. Event Action

34. Event Label

35. URLs Visited (Destinations)

PDFs you want users to download

Confirmation/Thank You pages

Setting up Funnels

Details:
− Destination
− Case Sensitivity
− Value
− Funnel

36. Destination Details

37. Time on Site

“Visit Duration”

Details:
− “Duration” what type of time are you tracking?
− By hours, minutes and/or seconds (should be
higher rather than lower)
− Value

38. Visitor Duration Details

39. Pages Per Visit

Did the user go to enough pages on your site?

Details:
− # of pages visited – less/more/equal to
− Value

40. Pages Per Visit Details

41. Thank You

Additional Resources:
− https://analytics.google.com/analytics/academy/