Talk given on 11/2/2014 at Manchester Metropolitan uni business school introducing students to Google analytics.
Manuel da Costa is a web analytics and conversion rate optimisation consultant. He runs Digital Tonic, a consultancy based in Manchester, UK
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Google Analytics 101 - Manchester Metropolitan University Business school
1. Google Analytics 101
by
!
Manuel da Costa
Web Analytics & Conversion Optimisation Consultant at Digital Tonic
11th February 2014 @ Manchester Metropolitan University
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2. About me
Conversion Rate Optimisation & Web Analytics Consultant
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@digital_tonic
Helping businesses understand their visitors better and
improving online sales & signup conversions
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3. What we will learn today
Analytics & It’s role!
!
What is Google Analytics
!
Setup & Installation
!
Cookies
!
The User Interface
!
Terminology
!
!
!
!
The ABC’S of GA
!
Dashboards
!
Goals & Conversions
!
Event Tracking
!
Campaigns
!
Segments
!
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6. Analytics & It’s role
!
What is Google Analytics!
!
Setup & Installation
!
Cookies
!
The User Interface
!
Terminology
!
!
!
!
The ABC’S of GA
!
Dashboards
!
Goals & Conversions
!
Event Tracking
!
Campaigns
!
Segments
!
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7. A simple easy to use tool to measure how visitors interact with your website
It’s Free!
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8. Analytics & It’s role
!
What is Google Analytics
!
Setup & Installation!
!
Cookies
!
The User Interface
!
Terminology
!
!
!
!
The ABC’S of GA
!
Dashboards
!
Goals & Conversions
!
Event Tracking
!
Campaigns
!
Segments
!
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9. Setup & Installation
Make sure you have a Google account
Go to http://www.google.com/analytics
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11. PASTE THE CODE IN BETWEEN THE <HEAD> & </HEAD> TAGS ON ALL PAGES OF YOUR SITE
<script type="text/javascript">
!
!
!
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-XXXXXX-1']);
_gaq.push(['_trackPageview']);
(function() {
var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;
ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';
var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);
})();
</script>
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12. Test if your installation works!
!
Check Realtime Data
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13. GA will not work if -!
!
User disables cookies
!
User disables javascript
!
Javascript error on webpage
before GA has loaded
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14. Don’t track yourself or members of your organisation
Find your IP address on http://whatismyipaddress.com/
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15. Analytics & It’s role
!
What is Google Analytics
!
Setup & Installation
!
Cookies!
!
The User Interface
!
Terminology
!
!
!
!
The ABC’S of GA
!
Dashboards
!
Goals & Conversions
!
Event Tracking
!
Campaigns
!
Segments
!
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16. Cookies
Google Analytics uses first party cookies
•
•
•
•
•
•
Determine which domain to measure
Distinguish unique users
Remember the number and time of previous visits
Remember traffic source information
Determine the start and end of a session
Remember the value of visitor-level custom variables
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18. Analytics & It’s role
!
What is Google Analytics
!
Setup & Installation
!
Cookies
!
The User Interface!
!
Terminology
!
!
!
!
The ABC’S of GA
!
Dashboards
!
Goals & Conversions
!
Event Tracking
!
Campaigns
!
Segments
!
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20. Where they came from? /
What channel - Organic? Social?../
How are campaigns performing? /
What keywords did they use?
Who your visitors are /
Where they are located in the world/
Mobile or desktop /
What browser they were using /
How they interacted with the site
What pages were viewed /
Which landing pages were most effective/
What content engaged most visitors /
Were there any triggered events on the site?
What is the conversion rate for each goal? /
What does the conversion funnel look like?/
Ecommerce product performance /
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21. Analytics & It’s role
!
What is Google Analytics
!
Setup & Installation
!
Cookies
!
The User Interface
!
Terminology!
!
!
!
!
The ABC’S of GA
!
Dashboards
!
Goals & Conversions
!
Event Tracking
!
Campaigns
!
Segments
!
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22. Terminology
•
Session - the period of interaction between the browser and GA.
•
Visitor - Uniquely identified by GA which assigns it a random ID to the browser.
•
Unique Visitors - count of all the unique visitor IDs in a given time frame
•
Visits - a count of all sessions in a given time frame
•
Pageviews - a count of all pages viewed. (repeated views are also counted)
•
Time on page - If user visits Page A and then goes to Page B, then time on page A will be
[timestamp of Page B] - [timestamp on Page A]
•
Bounce rate - Percentage of users with only 1 interaction. If user visits Page A and then leaves
this is counted as a bounce.
23. Analytics & It’s role
!
What is Google Analytics
!
Setup & Installation
!
Cookies
!
The User Interface
!
Terminology
!
!
!
!
The ABC’S of GA!
!
Dashboards
!
Goals & Conversions
!
Event Tracking
!
Campaigns
!
Segments
!
DIGITAL TONIC
27. Analytics & It’s role
!
What is Google Analytics
!
Setup & Installation
!
Cookies
!
The User Interface
!
Terminology
!
!
!
!
The ABC’S of GA
!
Dashboards!
!
Segments
!
Event Tracking
!
Goals & Conversions
Campaigns
!
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30. Analytics & It’s role
!
What is Google Analytics
!
Setup & Installation
!
Cookies
!
The User Interface
!
Terminology
!
!
!
!
The ABC’S of GA
!
Dashboards
!
Goals & Conversions!
!
Event Tracking
!
Campaigns
!
Segments
!
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32. YOUR GOALS MUST LINE UP WITH BUSINESS KPI’s
Completed a purchase
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Submitted a form
!
Spent time on a page
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Triggered an event (eg Viewed a video)
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37. Analytics & It’s role
!
What is Google Analytics
!
Setup & Installation
!
Cookies
!
The User Interface
!
Terminology
!
!
!
!
The ABC’S of GA
!
Dashboards
!
Goals & Conversions
!
Event Tracking!
!
Campaigns
!
Segments
!
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38. Event Tracking !
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PDF Downloads
!
Form submissions
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Button clicks
!
Pressing play/pause in an embedded video
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41. Universal Analytics (currently in public beta)
ga('send', 'event', 'category', 'action', 'label', value);
<a href="tel:+441614520486" class="tiny button"
onClick="ga(‘send’, ‘event’, ‘button’, ‘clicked’, ‘call button’);")>
CALL DIGITAL TONIC
</a>
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42. Analytics & It’s role
!
What is Google Analytics
!
Setup & Installation
!
Cookies
!
The User Interface
!
Terminology
!
!
!
!
The ABC’S of GA
!
Dashboards
!
Goals & Conversions
!
Event Tracking
!
Campaigns!
!
Segments
!
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43. How users discover your website beyond referrals and search engines
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50. Analytics & It’s role
!
What is Google Analytics
!
Setup & Installation
!
Cookies
!
The User Interface
!
Terminology
!
!
!
!
The ABC’S of GA
!
Dashboards
!
Goals & Conversions
!
Event Tracking
!
Campaigns
!
Segments!
!
DIGITAL TONIC