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Crash Course on Google Analytics
This document provides an introduction to Google Analytics (GA) and Google Tag Manager (GTM). It outlines the course agenda which includes an overview of GA terms, concepts, and setup. It also covers dashboard and reporting, campaign tracking, and a case study. The document concludes with an introduction to GTM concepts like containers, tags, variables, and triggers for codeless website tracking.
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Crash Course on Google Analytics
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- 2. Expectations • At theend of this course - you will NOT be a GA Ninja! • You will be aware of the essentials about GA/GTM • You will not become an expert in all possible uses • You will have a decent enough background to explore more
- 3. Agenda • Introduction toGA • GA terms and concepts • Setting up GA • Dashboard and reporting overview (standard+custom reports) • Campaign tracking • Case study - gharofy.com • GTM - codeless set-up (base tags and event tracking)
- 4. History of web“analytics” Event LogsCounters HITS! Daily unique visitors! Non actionable!!
- 5. Why GA ? InGod we trust. All others must bring data. s. It is a shocking habit — destructive to the logical faculty.” - She GA helps to Collect, process, report and analyse data.GA helps to Collect, process, report and analyse data. “War is ninety percent information” - Napoleon a drunken man uses lamp posts – for support rather than for illum
- 6. How GA works? •4 components - data collection, processing, configuration, reporting • collection - website uses JS to send “hits”/ mobile app needs code for each “activity” to be tracked. • processing - transformation of “hits” from Google servers to something useful • configuration - applying settings, filters to raw data (for processing) • reporting - querying processed information.
- 7. How GA works-2 courtesy:developers.google.com
- 8. Some GA concepts: •dimensions vs metrics • dimensions: attributes of users/sessions (location, browser etc). Determines “rows” in a GA report • metrics: numerical values. Determines entries in each row (for GA reports). e.g. - bounce rate, page views etc • Account > property > views. One property per GA tracking code. Eg- Amazon website and mobile app are two different properties (both would have separate tracking code). • Key metrics - definitions (sessions, page views, bounce rate, unique visitors etc).
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- 10. Account > property> view
- 11. Set-up preprocessing • createa shopify account • install WASP (chrome based). WASP inspector helps you check the tags fired to Google servers.
- 12. Setting up GA(analytics.js)
- 13. GA web UIoverview • Standard reports + report dimensions + advanced filters • Custom reports • Playing with graphs • Segmentation • Goal setting • Spreadsheet analysis
- 14. Campaign tracking • www.bonkyshop.com/index.html?utm_campaign=hariraya •Emails, Social campaigns, banner Ads etc. • Adding UTM parameters in a URL after “?” helps you capture campaign details in GA.
- 15. Gharofy - casestudy www.gharofy.com www.gharofy.com
- 16. Some questions: • Whois/are a typical user of gharofy? • What has been their strategy for growing business? • Suppose you are made the CMO for Gharofy and allocated 100k in marketing budget. What decisions will you take and why (try to back it up with some data) • Any suggestions on the content of the pages? • Highest exit pages? • How many people went to contact us form? • What suggestions will you give to the developers for website performance? • What % of traffic from mobile is direct?
- 17. GTM - codelesssetup
- 18. GTM concepts • Containerand tags: Container lets users fire numerous tags without changing a single line of code. Container code needs to be added just after <body> tag on your HTML. Once a container is added to your website, you can start adding tags from GTM account. • variables: Variables are entities like - button ID, dropdown ID. These variables help us set rules which would trigger certain tags. Eg - if the ID of a button is “search”, fire a “Search” tag. This would let site owners track the number of times “search” button was clicked. • triggers: Triggers are rules that determine when a tag should be fired. Triggers use variables to set rules. • debugger: GTM provides a debugger which can be used to check in real time if a particular event got fired.
- 19. In case ofdoubts and questions, reach out to me: email: soniprateek@gmail.com