Google Analytics is a free service offered by Google that generates detailed website visitor statistics. It is used by 55.8% of all websites and has an 81.5% market share. The Google Analytics Tracking Code is a piece of JavaScript code that is added to every page of a website to track visitor behavior. Google Analytics allows users to measure metrics like total traffic, page views, visitor locations, and goals/conversions in reports that can be filtered by date ranges and dimensions.

1. Google Analytics 101

2. #451Webinar
Francis Skipper
VP of Digital Marketing
617-259-1605
francis@451marketing.com
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com

4. 81.5%
4.1% 5.4%
Launched in 2005
Market Share
Used by 55.8% of All Sites

5. Free* service offered by Google that generates detailed
statistics about the visitors to a website

7. Free:
• Up to 50 Profiles
• Less than 5MM page views

8. Google Analytics is implemented by the Google Analytics Tracking Code (GATC).
This piece of JavaScript JavaScript code is added by the user onto every page of
his or her website.

10. GA Dashboard

11. Getting Started
Setting Up Your Account

12. Creating An Account

13. Creating An Account

14. Creating An Account

15. Set Up Your Tracking Code

16. Set Up Your Tracking Code

17. Set Up Your Tracking Code

18. Set Up Your Tracking Code
Within header or footer –all pages on site

19. Getting Started
What Can I Measure?

20. Total Traffic

21. Total Traffic

22. AdWords/Ecommerce

23. Referrals

24. Referrals

25. Branded & Non-branded Keyword Referrals

26. Time on Site

27. Page Views

28. Geography

29. Geography

30. Visitors Flow

31. Content Experiments

32. Goals
aka Conversions

33. Destination

34. Visit Duration
Visits that lasts a specific amount of time or longer. You could use this Goal to determine how
many visitors stay longer than two minutes on a shopping page or screen.

35. Pages/Visit
A visitor views a specific number of pages or screens in a visit. Use this type of goal when you
want to track the visitors that view a minimum of 3 pages, for example.

36. Events

38. Reports

39. Setting the Active Date Range
Use the calendar to set your active date range

40. Setting Comparison Date Range
Use the calendar to compare date ranges

41. Setting Comparison Date Range

42. Graphing by Day, Week, and Month
Change the “Graph by” selection to display data by day, week, or
month

43. Attach Notes
You can attach notes to specific dates

44. Metrics
A metric is a measurement

45. Graphing a Metric
Click a metric in the scorecard to graph it

46. Graphing Two Metrics
You can also compare two metrics over time

47. Graphing Two Metrics

48. Site Usage, Goal Set, and Ecommerce Tabs
Use tabs to toggle between different kind of metrics

49. Dimensions
Dimensions describe attributes:
• City or region where visit originated
• Source that referred visit – like Google
• Browser Used for Visit

50. Dimensions and Report Tables

51. Dimensions and Report Tables

52. Multi-Channel Funnels

53. Multi-Channel Funnels

54. Top Conversion Paths

55. Social Value
Social Value

56. • Free!
• Used to track business metrics
• overall traffic, referrals, and trends
• Compare over time
• Set up goals
• Tracks Social
• Use with ecommerce and AdWords

57. Questions?

58. Integrated Communications Campaigns
The experienced team at 451 Marketing
specializes in integrating public
relations, social media, and search
marketing tactics into dynamic
communications campaigns.
We work with brands to build
awareness, engage customers, and drive
business using custom, integrated
communications campaigns.

59. – Founded in 2004
– 30 Communications
Professionals Based in Boston
– Partners Nicholas Lowe,
AJ Gerritson, and Tom Lee
– Named a 2011 & 2012

62. Francis Skipper
VP of Digital Marketing
617-259-1605
francis@451marketing.com
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com

63. Google Analytics 101