Aaron Watters from Leadhub introduces some advanced metrics available in Google Analytics. Google Analytics offers advanced segments and reporting that most business owners do not use. This presentation was used as a, "wet your whistle" conversation to encourage business owners to get more out of their Google Analytics data.

1. GOOGLE A NALYT ICS
DATA IS COMING
Speaker: Aaron Watters
Company: Leadhub
@AaronWatters
@TheLeadhub

2. W HAT IS GOOGLE A NALYT ICS?
Google Analytics is a freemium web
analytics service that tracks and reports
website traffic. Google launched the
service in November 2005. Google
Analytics is now the most widely used
web analytics service.
Source: https://en.wikipedia.org/wiki/Google_Analytics

3. W HY GA?
• Audience: get to know your audience
• Website: get to know your website
• Top Pages Visited
• Avg. Page Views
• Traffic Sources
• Avg. Session Duration
• Bounce Rate
• Pages / Session

4. HOW D O I ACCESS GA?
• Get a Google
Account
• Sign up at http://
analytics.google.co
m
• Mobile: Download
the Google
Analytics app in the
app store

5. IMPLEMENTAT ION PLA N -
ST EP 1
1. Do you know your audience?
2. Do you know your website?
3. What metrics would be valuable to
your staff?
4. What questions would you love to ask
your clients?
5. How do you act on information
provided in GA?

6. SEGMENTS
• Segments let you isolate and
analyze a subset of your
analytics data. Some Segments
are:
• Sessions (Default Segment)
• Bounced Sessions
• Converters
• Direct Traffic
• Mobile and Tablet Traffic
• Mobile Traffic
• New Users
• Returning Users

7. CUSTOM SEGMEN TS

8. CUSTOM SEGMEN TS

10. IMPLEMENTAT ION PLA N -
ST EP 2
1. What Segments are most valuable for
your website?
2. Who are you most interested in
tracking?

11. GA REPORTS
• Real-Time
• Audience
• Acquisition
• Behavior
• Conversions

12. GA REPORTS: REAL-T IME
• Overview
• Locations
• Traffic Sources
• Content
• Events
• Conversions

13. GA REPORTS: AU DIENCE
• Overview
• Demographics
• Interests
• Geo
• Behavior
• Technology
• mobile
• Custom
• Benchmarking
• User Flow

14. Sep 1, 2015 ­ Sep 30, 2015Audience Overview
City Sessions % Sessions
1. San Antonio 1,117 39.29%
2. Houston 435 15.30%
3. Schertz 168 5.91%
4. Dallas 100 3.52%
5. Austin 85 2.99%
6. Arlington 63 2.22%
7. (not set) 55 1.93%
8. Windcrest 52 1.83%
9. New Braunfels 31 1.09%
10. Live Oak 26 0.91%
Overview
Sessions
… Sep 8 Sep 15 Sep 22 Sep 29
757575
150150150
Sessions
2,843
Users
2,230
Pageviews
6,867
Pages / Session
2.42
Avg. Session Duration
00:02:09
Bounce Rate
50.47%
% New Sessions
73.20%
New Visitor Returning Visitor
26.4%
73.6%
© 2015 Google
All Sessions
100.00%
BV

15. Sep 1, 2015 ­ Sep 30, 2015Audience Overview
Overview
Sessions ( )All Sessions Sessions ( )Direct Traffic Sessions ( )Organic Traffic
… Sep 8 Sep 15 Sep 22 Sep 29
757575
150150150
Sessions
All Sessions
2,843
Direct Traffic
676
Organic Traffic
1,430
Users
All Sessions
2,239
Direct Traffic
515
Organic Traffic
1,156
Pageviews
All Sessions
6,867
Direct Traffic
1,495
Organic Traffic
3,810
Pages / Session
All Sessions
2.42
Direct Traffic
2.21
Organic Traffic
2.66
Avg. Session Duration
All Sessions
00:02:09
Direct Traffic
00:02:17
Organic Traffic
00:02:23
Bounce Rate
All Sessions
50.47%
Direct Traffic
54.14%
Organic Traffic
44.69%
% New Sessions
All Sessions
73.62%
New Visitor Returning Visitor
All Sessions
26.4%
73.6%
Direct Traffic
29%
71%
Organic Traffic
28.3%
71.7%
All Sessions
100.00%
Direct Traffic
23.78%
Organic Traffic
50.30%
BV

16. BV

17. IMPLEMENTAT ION PLA N -
ST EP 3
1. What reports would you like to
receive?
2. How frequently would you want
these reports?
3. Automate them

18. Audience: Users Flow
BV

19. GA REPORTS: ACQU ISI T ION
• Overview
• All Traffic
• AdWords
• Search Engine
Optimization
• Social
• Campaigns

20. Acquisition: Channels
CAC

21. Acquisition: Channels
SOURCE / MEDIUM
CAC

22. Acquisition: Search Engine
Optimization Queries
CAC

23. IMPLEMENTAT ION PLA N -
ST EP 4
1. How are you currently advertising?
2. Are you advertising anywhere on the
web? If yes, referral traffic reporting is
a must.
3. Are you advertising offline? Check the
Search Queries report, are you getting a
high volume of branded searches?
4. Direct mail and repeat business? Look
for direct traffic.

24. GA REPORTS: BEHAV IOR
• Overview
• Behavior Flow
• Site Content
• Site Speed
• Site Search
• Events
• Publisher
• Experiments
• In-Page Analytics

25. BEHAVIOR: OVERVIEW
CAC

26. BEHAVIOR: SITE CONTENT
LANDING PAGES
CAC

27. BEHAVIOR: SITE CONTENT
LANDING PAGES
CAC

28. BEHAVIOR: SITE CONTENT
Exit PAGES
CAC

29. BEHAVIOR: SITE Speed
Overview
LH

30. BEHAVIOR: SITE Speed Suggestions
LH

31. IMPLEMENTAT ION PLA N -
ST EP 5
1. How is your audience using your
website?
2. What are your most visited pages?
3. Are any of your most visited pages
driving traffic away?
4. Tip: Start small, take your highest
visited pages for optimization first,
then work your way down.

32. GA REPORTS: CONVERSIONS
• Goals
• Ecommerce
• Multi-Channel
Funnels
• Attribution

33. Conversions: Goals - Overview
KN

34. Conversions: Goals - Overview
GTG

35. IMPLEMENTAT ION PLA N -
ST EP 6
1. What Conversion points are on your
website?
2. Identify your Macro Conversions
3. Identify your Micro Conversions
4. Tip: Set up Goals correctly upon
installation, do your best to minimize
the clutter. (ex. page visits as goals)

36. IMPLEMENTAT ION PLA N -
REV IEW
1. Basics - Get to know your audience and website
2. Segments - Determine which visitors you are
interested in tracking
3. Reports - Set up automated (and relevant) reports
4. Acquisition - Determine how your advertising
strategy is impacting your web leads
5. Behavior - Know how your visitors engage with your
website. Determine the effectiveness of your site.
6. Conversions - Know your Macro & Micro
conversions, track them properly

37. CAT TA X

38. A DDI T IONAL RESOU RCES
• Google’s Analytics Academy Digital Analytics
Fundamentals - https://www.youtube.com/playlist?
list=PLI5YfMzCfRtZ8eV576YoY3vIYrHjyVm_e
• GA Website - http://analytics.google.com
• GA “Creating a measurement plan” - https://
support.google.com/analytics/answer/6080744?
hl=en
• GA Unit 2 - Getting started - https://
analyticsacademy.withgoogle.com/course01/unit?
unit=2&lesson=4

39. T HA NK YOU!
PLEASE FEEL FREE TO CONTACT ME WITH ANY
QUESTIONS OR FEEDBACK - AARON@LEADHUB.NET
Speaker: Aaron Watters
Company: Leadhub
@AaronWatters
@TheLeadhub