Google Analytics is a tool that allows companies to analyze qualitative and quantitative data about user behavior on their websites and mobile applications. It collects data through JavaScript tags and provides reports on key metrics like users, sessions, pageviews, and conversions. Companies can use Google Analytics to better understand user demographics and pathways, evaluate marketing campaign performance, and identify areas for improvement to meet business goals.

1. GOOGLE ANALYTICS

2. GOOGLE ANALYTICS
• DEFINITION:
Digital Analytics is the analysis of qualitative
and quantitative data from your business and
your competition to drive a continual
improvement of the online experience that
your customers and potential customers have
which translates to your desired outcomes,
both offline and online

3. • TRADITIONAL LIFE CYCLE OF CUSTOMER
1. Awareness – creating awareness
2. Acquisition- Acquiring interest
3. Engagement – engaging potential customers
4. Conversion – sales
5. Retention – retaining customers

4. • INTERNET MARKETING
With Digital Marketing, customers speed of
engagement and conversion has dramatically
increased thus making the traditional
customer cycle obsolete.
Thus we need to analyze the customer and not
from which channel he is coming from ….

5. To analyze this digital explosion of data we need
our Analytics program to be
1. Reliable
2. Easily Accessible
3. Holistic
4. Give Real Time analysis

6. • Quantitative Data
1. Size of your market
2. Geographic location of customer
3. Performance of your online marketing
4. What people do once they visit your website

7. • Now Google Analytics can trap information
from
1. Mobile applications
2. Cloud connected point of sales systems
3. CRM systems
4. Video Game Systems and consoles
5. Home appliances

8. • QUALITATIVE DATA
Focuses on WHY ?
1. Why customers came to your site ?
2. Were they able to complete their intended
task ?
3. Why they were or not able to complete their
task ?

9. ONLINE BUSINESSES NEED TO HAVE CLEAR
STRATEGY DEFINED
BUSINESS OBJECTIVE MEASURABLE OUTCOME
ECOMMERCE SELL PRODUCTS
LEAD GENERATION CONTACT INFO OF POTENTIAL
CUSTOMERS
BRANDING AWARENESS AND ENGAGEMENT
CONTENT PUBLISHING ADS SHOWN TO VISITORS
ONLINE SUPPORT GIVE TIMELY INFO

10. • NEED TO MEASURE TWO TYPES OF
CONVERSIONS
1. Macro Conversion – reaching final objective,
like buying your product
2. Micro Conversion – does not buy your
product but clicks on tab to receive gift
coupons

11. • IMPROVING PROCESS
1. Measurement
– how many people are completing your
objectives.
- Where along the way they are dropping off
before completion

12. 2. Reports – package all data collected into a
readable format so that the decision makers
can study it and draw conclusions.
3. Analysis – finding out why sales objectives
were or were not achieved.
4. Test – try out different solutions to improve
performance
5. Improve- learn from this whole process and
use this knowledge in future.

13. • CORE ANALYSIS TECHNIQUES
1. SEGMENTATION- helps to isolate and analysis
sub sets of your data for deeper analysis.
-which marketing channel is working best for
you
- Which traffic is driving most conversions-Traffic
Source Report

14. YOU CAN SEGMENT DATA BY
- Date and Time ….
- Device….
- Marketing Channels…
- Geography…..
- Kind of customers, repeat or first time
customers….

15. • CONTEXT
- EXTERNAL CONTEXT – can compare your
performance to industry standards
- INTERNAL CONTEXT – compare you
performance to historical performance of your
company.

16. • CONVERSIONS AND CONVERSIONS
ATTRIBUTION
• MICRO AND MACRO CONVERSIONS
• Micro Conversions – Indicators that leads to
final sale/conversion
• Macro Conversions – Final point of
Sale/Conversion

17. • ATTRIBUTIONS
- Assigning credit to the conversion.
- Helps us to understand the “monetary value or
importance of each marketing channel”
1. Last Click Attribution – full value of the
transaction is given to the final channel.
2. First Click Attribution – full value is given to the
first channel
3. Linear Attribution – all channels get equal
importance

18. • CREATING MEASUREMENT PLANS
1. You first need
- To understand goals and objectives of your
business
- Understand and decode analytically info
- Implement and use Google Analytics
program.

19. • BUILDING YOUR ANALYTICS INFRASTRUCTURE
1. Define your measurement plan
2. Document technical infrastructure
3. Create implementation plan
4. Implement
5. Maintain and refine

20. • 5 STEPS TO MEASUREMENT PLANNING
1. Document business objectives
2. Identify strategies and tactics
3. Choose Key Performance Indicators(KPI)
4. Choose Segments
5. Choose targets

21. • EXAMPLE
1. You have website plus stores where you sell
eco friendly cotton bags.
2. You have also created a mobile app for selling
these bags
3. You maintain a blog to give info and
advantages of using eco friendly products.

22. BUSINESS OBJECTIVES :
1. To sell the bags
2. Help people understand the use of eco
friendly products and why they should not
use plastic bags

23. • FIRST STRATEGY – TO SELL BAGS
Tactics – Sell online , Drive people to our stores,
blog engagement.
KPI – revenue, avg sale per customer(online
sales) , store locator software, printing of
coupons ( offline sales) , frequent and recent
visits to blogs, how many liked the blog on
social sites or recommended our blog on
social sites.

24. • SEGEMENTS
1. Marketing channels- search , display , email
and social
2. Customer type – new and returning
customers
3. Geography – which stores are visited via
online .

25. IMPLEMENTATION PLAN
1. Insert general tracking code
2. Business outcome – goals and conversions
for ecommerce
3. Accurate data- filters and settings
4. Marketing channels- Campaign tracking and
Adwords linking
5. Reporting – customized dashboards/reports

26. MAINTAIN AND REFINE YOUR PLAN !!!!

27. HOW GOOGLE ANALYTICS WORKS
1. Collection of Data
2. Configuration
3. Processing
4. Reporting

28. COLLECTION OF DATA
Insert java script code in all pages of the
website.
- Collects urls visited, information from users
browser(desktop/tablet/mobile, language
etc.), referring source that got user to the site.

29. • One package of information collected by GA is
called a hit or an interaction

30. MOBILES
- For mobiles, instead of java script coding, GA
uses a different coding system for tracking
based on the operating system used
- Instead of collecting data on each “pageview”
, GA collects data after each “activity” defined.
- Mobile “hits” from offline mobile devices are
collected by GA and then despatched to
servers when mobile is online.

31. Once data is collected, Processing of data occurs
based on the configuration settings defined by
the user , and finally the processed data in
stored in the database for the perusal of the
user.

32. KEY METRICS AND DIMENSIONS DEFINED
1. DIMENSIONS
-Characteristics of users
-their sessions
- Their actions
2. METRICS
-Quantative measurements of users, sessions and
actions
All reports contain dimensions and metrics

33. METRICS
1. Audience Metrics – e.g. no. of users visiting
website/page , new users, returning visitors
2. Behaviour Metrics – e.g. pages/visit
3. Conversions – how many times visitor did
something valuable on the website

34. Sessions or visits
Sessions continue till the user stops interacting
on the website
GA gives maximum of 30 minutes per session,
after that GA stops recording activity.
Can extend sessions time out length in
configuration settings
For recording video views then you need to set
events measurements.

35. SETTING UP YOUR ACCOUNT
1. Open a GA account
2. Copy the tracking code in the header section of all the
pages of the website
3. Your website becomes one “property”
4. In your property set 3 views
- Unfiltered view – no special settings or filters are
added to the data
- Master View – contains all your settings and filters
- Test View – contains settings and filters that you may
want to implement in the Master View

36. IMPORTANT !!
1. Once data is processed it cannot be
reprocessed
2. Once a view is deleted it cannot be restored
3. New views start reporting data from date of
creation

37. FILTERS
Filters are applied to views to customize views
that are suitable to your business needs.
Filters can
1. Exclude data
2. Include data
3. Change data

38. GOALS
Are based on conversions
1. Micro Conversions – activities that might lead
up to eventual online sale. e.g. signing up for
newsletter
2. Macro Conversions- activity that is the final
goal ……e.g. making online purchase

39. Goals are configured at the View level , that
means that we can have different goals for
different views.
4 types of Goals
1. Destination – e.g. thanks.html
2. Duration – 5 minutes or more
3. Pages per visit
4. Event – playing a video

40. REPORTING
1. OVERVIEW
2. AUDIENCE REPORTS
-understand user behavior using frequency and
recency reports
-access geographic data
- View mobile data to your site
- Access custom dimension data

41. ACQUISITION REPORT
Which digital marketing channels are helping
- Understand the different traffic sources to
your site
- Find and analyze your marketing campaigns

42. ADWORDS REPORTS
Different from acquisition reports in 2 ways
-shows information specific to Adwords and the
campaign settings
- Makes use of cost data imported from
Adwords