A guide to using Google Analytics to drive business decisions Learning outcomes Use and interpret reports to measure what visitors are doing on your site and where they come from Defining the purpose of your website to be able to identify quality traffic and drivers of conversions to sales or other business objectives Track ad campaigns, search (paid and non-paid), email, social Extract information from analytics to suggest website performance improvements Understanding where analytics fits into your marketing Basic understanding of Terminology Structure Accounts, Profiles and Users Terminology Navigating reports helping you find your way around Google Analytics How to use and interpret reports The dashboard and custom reports How to identify quality traffic Campaign tracking for AdWords, social, e-mail and other marketing

2. 6
5
4
3
2
1
0
Drive Your Business
with Google Analytics

3. Terminology

4. Basic Terminology 1
¡ Dimensions—A dimension is a descriptive attribute or characteristic of an object that can be given
different values. Browser, Exit Page, Screens and Session Duration are all examples of dimensions that
appear by default in Google Analytics.
¡ Metrics—Metrics are individual elements of a dimension that can be measured as a sum or a ratio.
Screenviews, Pages/Session and Average Session Duration are examples of metrics in Google Analytics.
¡ Sessions—A session is the period of time a user is actively engaged with your website, app, etc., within a
date range. All usage data (Screenviews, Events, Ecommerce, etc.) is associated with a session.
¡ Users—Users who have had at least one session within the selected date range. Includes both new and
returning users.
¡ Pageviews—Pageviews means the total number of pages viewed. Repeated views of a single page are
counted.
¡ Pages/Session—Pages/session (Average Page Depth) is the average number of pages viewed during a
session. Repeated views of a single page are counted.
¡ Avg. Session Duration—The average length of a session.
¡ Bounce Rate—Bounce rate is the percentage of single-page visits (i.e., visits in which the person left your
site from the entrance page without interacting with the page).

5. Basic Terminology 2
¡ New Sessions—An estimate of the percentage of first-time visits.
¡ Goals—Goals let you measure how often users take or complete specific actions
on your website.
¡ Conversions—Conversions are the number of times goals have been completed
on your website.
¡ Campaigns—Campaigns (also known as custom campaigns) allow you to add
parameters to any URL from your website to collect more information about your
referral traffic. https://support.google.com/analytics/answer/1033867?hl=en
¡ Acquisition—Acquisition is how you acquire users.
¡ Behavior—Behavior data helps you improve your content.

6. Overwhelmed by data

7. Your Measurement Plan
1. Your Business Objectives
2. Website Goals for each Objective
3. Key Performance Indicators (KPIs)
4. Your Targets
5. Create Reports & Segments

8. Identify Your Objectives
What are the objectives of your website?
Generate Leads
Generate
Revenue
or something else?

9. Your Objective’s Goals
What are the objectives of your website?
Generate Leads Generate Revenue
Website
Goal:
Capture
Leads
Website Goal:
Sell Promo Tickets
Website
Goal:
Provide
Valuable
Content

10. Your KPIs
What are the objectives of your website?
Generate Leads Generate Revenue
Website
Goal:
Capture
Leads
Website Goal:
Sell Promo Tickets
Website
Goal:
Provide
Valuable
Content
KPI:
#Downloads
KPI:
Conversion
to signup
KPI:
Conversion
rate
KPI:
Cost per
acquisition

11. Your KPIs
What are the objectives of your website?
Generate Leads Generate Revenue
Website
Goal:
Capture
Leads
Website Goal:
Sell Promo Tickets
Website
Goal:
Provide
Valuable
Content
KPI:
#Downloads
Target:
150/month
KPI:
Conversion
to signup
Target:
50/month
KPI:
Conversions
Target:
100/week
KPI:
Cost per
acquisition
Target:
£5 per sale

12. Reports & Segments to Analyse
What are the objectives of your website?
Generate Leads Generate Revenue
Website Goal:
Capture
Leads
Website Goal:
Sell Promo Tickets
Website Goal:
Provide
Valuable
Content
KPI:
#Downloads
Target:
150/month
KPI:
Conversion to
signup
Target:
50/month
KPI:
Conversions
Target:
100/week
KPI:
Cost per
acquisition
Target: £5 per sale
Reporting:
Traffic Sources
Events
Reporting:
Traffic Sources
Goals
Reporting:
Ecommerce Tracking
AdWords

13. Analyse Your Data
¡ Where can we make improvements?
¡ Are there any traffic sources performing better than average?
¡ Does time of day, type of technology or geography matter?
¡ What patterns stand out?
Identify the star performers
Take action on poor performers

14. Starting Out

15. Creating A New Account
https://support.google.com/analytics/?hl=en#topic=3544906

16. The Google Analytics Interface

17. Key Reports

18. All Traffic Report Acquisition > All Traffic

19. All Traffic Report Acquisition > All Traffic
What it shows:
Where your traffic & conversions come from.

20. All Traffic Report Acquisition > All Traffic
How to use it:
Identify where your key traffic sources & your weak performers.
What is this telling us?

21. All Traffic Report Acquisition > All Traffic
How to use it:
Where is your quality traffic coming from?

22. All Traffic Report Acquisition > All Traffic
How to use it:
Dig into the detail and look for patterns

23. All Traffic Report Acquisition > All Traffic
How to use it:
Compare data to look for opportunities to improve

24. Funnel Vision

25. Goals
¡ Easiest way to track conversions
¡ Newsletter signups
¡ Downloads
¡ Purchases
¡ No coding required
¡ Doesn’t capture revenue values
https://support.google.com/analytics/answer/1032415?hl=en&ref_topic=1007030

26. Goal Funnel
What it shows:
The flow of visitors
through a specific
part of your site.
Conversions > Goals > Funnel Visualization

27. Goal Funnel
How to use it:
Look at drop off
points.
What can you do
to prevent them?
Conversions > Goals > Funnel Visualization

28. Show Me The Money

29. Ecommerce Tracking
¡ Track revenue, transactions, product sales & more
¡ Requires code changes on your site
https://support.google.com/analytics/answer/1009612?hl=en

30. Ecommerce Product Performance
Conversions > Ecommerce > Product Performance
What it shows:
Lets you see how well individual products are performing.

31. Ecommerce Product Performance
Conversions > Ecommerce > Product Performance
How to use it:
Spot best & worst performing products
Opportunities to increase order quantities

32. Ecommerce Product Performance
Conversions > Ecommerce > Product Performance
How to use it:
Drill into individual products to see if there are any sales performance
patterns

33. Ecommerce Product Performance
Conversions > Ecommerce > Product Performance
How to use it:
Drill into individual products to see if there are any sales performance
patterns

34. It’s The Content That Matters

35. All Pages Report Behavior > Site Content > All Pages
What it shows:
The most visited pages on your site.

36. All Pages Report Behavior > Site Content > All Pages
How to use it:
Inform your content strategy
Understand what content appeals to your audience
Investigate high bounce rates & exits

37. What is Bounce Rate?
Enter site on
page A
Leave site on
page A

38. When is it an Exit & not a Bounce?
Enter on
page A
Go to
page B
Exit on
page B

39. Landing Pages Report
Behavior > Site Content > Landing Pages
What is it:
Identifies where people enter your website
Shows how visitors react based on the landing page

40. Landing Pages Report
Behavior > Site Content > Landing Pages
How to use it:
Are your entry pages what you expect?
Do they give the best impression of your business?

41. Landing Pages Report
Behavior > Site Content > Landing Pages
How to use it:
Which pages have above of below average performance on
bounce rate, page views or visit duration?

42. Let’s Get Social

43. Social Overview Report
Acquisition > Social > Overview
What is it:
Identifies traffic and conversions from social platforms

44. Social Overview Report
Acquisition > Social > Overview
What is it:
Identifies traffic and conversions from social platforms

45. Going Mobile

46. Mobile Overview Report Audience > Mobile > Overview
What is it:
Highlights the performance of traffic to your site via different devices

47. Mobile Overview Report Audience > Mobile > Overview
How to use it:
Identify issues with different device types
Highlight possible site development requirements

48. Spot The Difference

49. Segmenting Your Reports
What is it:
Probably the most important aspect of reporting
Allows you to see how different types of traffic perform

50. All Traffic View Filtered by Segments

51. Landing Page Report Filtered by Segments

52. The Need For Speed

53. Page Timings Report
What is it:
Highlights slow loading pages which could impact SEO & user
experience

54. Page Timings Report
Behavior > Site Speed > Page Timings
How to use it:
Evaluate any pages that are taking longer than average to load

55. Speed Suggestions
Behavior > Site Speed > Speed Suggestions
How to use it:
Ask your developer to identify and fix speed related issues where possible

56. Are You Engaging Enough?

57. Engagement Reports Audience > Behavior > Engagement
What is it:
Shows how long visitors are staying on your website

58. Engagement Reports Audience > Behavior > Engagement
How to use it:
Identify how many visitors leave nearly instantly

59. Engagement Reports Audience > Behavior > Engagement
How to use it:
Use segments to see how different traffic types compare

60. More Possibilities with Custom Reports

61. Create Reports Specific to your Business

62. Show a Return on Your Blog
https://www.google.com/analytics/web/template?uid=q2wTA0frQ9msW3TZPefRtQ
Remember to edit the Filter for this to work for your site.

63. Stop Wasting Money
https://www.google.com/analytics/web/template?uid=SlziKUKGRvuX0Pwe1SXDbA
Remember to edit the Filter for this to work for your site.

64. Custom Report Templates

65. SeanClark.com
@SeanClark
01379 330330