EIA2016Nice - Jevgenijs Kazanins. Deploying and Configuring Google Analytics for Your Campaign
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Deploying and Configuring Google Analytics for Your Campaign
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EIA2016Nice - Jevgenijs Kazanins. Deploying and Configuring Google Analytics for Your Campaign
- 1. Deploying and Configuring Google Analytics Jevgenijs Kazanins
- 2. What is Google Analytics?
- 3. What is Google Analytics? - Ad Campaigns - Referrals - Social media - Desktop and mobile - Onsite behavior - Conversions - Sales - Site performance Where did users come from? What they did on my website?
- 4. What is Google Analytics? How much did users that came from my AdWords campaign spent on my website? Does my Facebook page generated traffic for my website? Did the coverage of my startup on TechCrunch generated signups? Do users from France sign up for my service more often than users from Germany?
- 5. What is Google Analytics?
- 6. What is Google Analytics?
- 7. What is Google Analytics?
- 8. How does it work? <script> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,'script','https://www.google-analytics.com/analytics.js','ga'); ga('create', 'UA-XXXXXXX-1', 'auto'); ga('send', 'pageview'); </script>
- 9. Before we begin Google Analytics that is not configured for your needs is a useless piece of JavaScript
- 10. Opening account 1. Sign up for GA with your Google Account: https://google.com/analytics 2. Install Google Analytics script to the <head> section of your website (it should be fired on every page) 3. Filter out your own traffic, not to mess up the data
- 12. Filtering out traffic 1. Create 2 views: “All traffic” & “Filtered traffic”
- 13. Filtering out traffic 2. Create IP filter for the “Filtered traffic” view
- 14. Where we are now At this point you will be able to understand (at a high level) where users come from
- 15. Create a measurable goal Define what is the “goal” of your website: - Ecommerce sale - Software signup - “Contact us” form completion - “Install App” click - Whitepaper download Can be anything that happens on your website!
- 16. Create a measurable goal “Thank you for registering on our website!” www.website.com/thankyou.html If a user reaches this page then it means that she has successfully opened an account on my website.
- 17. Create a measurable goal
- 18. Create a measurable goal
- 19. Where we are now At this point you are be able to understand (at a high level) + where users come from + are able to measure if they sign up on our website
- 20. Create a measurable goal
- 21. Create a measurable goal
- 22. Using goals in Google Analytics
- 23. Using goals in Google Analytics
- 24. Create a measurable goal Digging into the data: - Which channels bring most signups? - Which channels have the highest conversion rate? - Which channels have the lowest Cost per Acquisition? Acting on the data: - Shall we spend money on AdWords at all? - How do I get more referral traffic, which converts awesomely? - Shall we move our budget from AdWords to Facebook, as the later has lowest CPA?
- 25. Where we are now At this point you are be able to understand (at a high level) + where users come from + are able to measure if they sign up on our website + can understand, which channels are most efficient for us
- 26. Where we are now At this point you are be able to understand (at a high level) + where users come from + are able to measure if they sign up on our website + can understand, which channels are most efficient for us
- 27. More advanced AdWords tracking
- 28. More advanced AdWords tracking
- 29. More advanced AdWords tracking
- 30. More advanced AdWords tracking Linking AdWords and Analytics accounts allows: - Getting data on impressions, clicks, CTR, spend, CPA - Tracking performance of campaigns - Tracking performance of keywords - Tracking specific ads If you spend money on AdWords this is a must!
- 31. More advanced Social Media tracking Knowing that Traffic came from «Facebook» is useless! - Did it come from our Facebook page? - Did it come from users sharing our content? - Did it come from our Facebook Ads campaign?
- 32. More advanced Social Media tracking In order to breakdown traffic you need to tag links: • «Tagging» means adding parameters (manually or automatically) to the links that are shared on social media • Example of a «tagged» link: https://website.com/?utm_source=social&utm_medium=face book_page&utm_campaign=EIA_promo • UTM_ tags will allow you to breakdown traffic in Google Analytics (by source, by medium, by campaign)
- 33. More advanced Social Media tracking Use Google URL Builder: https://support.google.com/analytics/answer/1033867 Landing page, signup form or blog post link Source: i.e. social Medium: i.e. facebook_page Camapign: i.e. EIA_promo
- 34. More advanced Social Media tracking
- 35. Where we are now At this point you are be able to understand + where users come from + are able to measure if they sign up on our website + can understand, which channels, campaigns and keywords are most efficient for us
- 36. Where to dig further Setting up Ecommerce tracking Using custom reporting for more indepth analysis Setting up conversion funnels Linking Google Console with Analytics for SEO Using Google Tag Manager Using Google Analytics for mobile app tracking
- 38. Ping me on Twitter @jevgenijs
- 39. Thank you!