The document provides a comprehensive guide on setting up and utilizing Google Analytics for effective data analysis. It covers topics such as analytic modeling, event tracking, goal tracking, and segmentation strategies. Additionally, it emphasizes the importance of testing single variables at a time and assigning monetary values to conversions for better marketing insights.

1. Analytics 101:
Harnessing the
power of data
Garrett Mehrguth, MBA
Directive Consulting | CEO

2. The plan:
AGENDA
‣ Introduction
‣ Overview of Analytic modeling
‣ How to Set Up Analytics
‣ Implementing Event Tracking (I have a code that makes it easy!!)
‣ Reporting with Conversion Tracking and Goal Values
‣ Understanding the Power of Segmentation
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3. INTRODUCTION 3
A little about me
‣ I am the CEO and Founder of Directive
Consulting. We do SEO, PPC, and CRO.
‣ I like to play soccer and surf!
‣ In my free-time I also like playing with capital
and learning how to grow money through proper
allocation.

4. Analytic
Modeling
OHHHH YEAAAAA!!!!
Analytics 101: Harnessing the Power of
Data

5. Hold everything constant and test one thing.
5Analytic Modeling
What is it and why should I
care?

6. You can’t test everything at once
6Analytic Modeling
Know what your testing
The Office

7. How to Set up
Google
analytics
Don’t worry it’s easy!
Analytics 101: Harnessing the Power of
Data

8.  Go to Google Analytics: http://bit.ly/1a5ZrY2
 Add tracking code to the head of your page
 THAT’S IT!!!
8Setting up Google Analytics
Overview
The Office

9.  Four Big Sections
 Home
 Reporting
 Customization
 Admin
ASK LOTS OF QUESTIONS
9Setting up Google Analytics
Getting Comfortable

10. How to Set up
Event
Tracking
We GOT THIS!!
Analytics 101: Harnessing the Power of
Data

11. 11Setting up Event tracking
The magic Code
pt type="text/javascript">
ry(document).ready(function() { // When the page loads:
console.log("Setting Hook Timeout");
setTimeout(function() { // After One Second:
console.log("Hooking onto button Event");
// Stuff to Edit:
var cssSelector = '.submit_button';
var eventCategory = 'Form';
var eventAction = 'Submit';
var eventLabel = 'Get Quote';
// Stop Editing.
jQuery(cssSelector).on('click', function() {
console.log("Triggeting Event");
ga('send', eventCategory, eventAction, eventLabel);
})
}, 1000);
ipt>
Harry Potter

12. 1. Open website in Google Chrome
2. Inspect Element
3. Click Network
4. Command+F search for “Jquery”
5. Install code into head of page
6. Test by inspecting element (don’t forget to clear cache
by clicking on the circle)
7. CSS selector equals: . for class; # for id
12Setting up Event Tracking
Setting it Up the hard way

13. Find Event (download link for a PDF):
<button id="button">Please click</button>
Place Code in Head:
$('#button').on('click', function() {
ga('send', 'event', 'button', 'click', 'nav-buttons');
});
More details: http://bit.ly/1cqVttq
13Setting up Event Tracking
Setting it up the simple way

14. How to Set up
Goal Tracking
Let’s talk $$$
Analytics 101: Harnessing the Power of
Data

15.  What do you want to test?
 DESTINATION
 DURATION
 PAGES/SCREENS PER SESSION
 EVENT
 We can set these up by going to the “Admin” section than “Goals”
15Setting up Goal Tracking
Setting Your Goals

16.  Clients (and marketers) understand $$$
 Take the Average Lifetime Value of a Client and than multiply by
Conversion Rate!
16Setting up Goal Tracking
Put a $$$ on It

17. How to Set up
Segmentation
The Little Things Matter
Analytics 101: Harnessing the Power of
Data

18.  Admin
 View
 Segments
 New Segment
 Select and
Compare
18Setting up Segmentation
Create Segment

19.  REPORTING
 Conversions
 Goals
 Overview
 Add Segment
 Filter and Compare
19Setting up Segmentation
Use Filters and compare

20. Key takeaways
In Closing
 Only test one thing at a time
 Set up your events and goals
 Give them a dollar value
 Segment and compare conversions to
understand your market
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21. A gift For you 
In Closing
Here is access to our custom dashboard!
http://bit.ly/1BjSx3E
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22. 22

23. Q&A
23Analytics 101: Harness the power of data