Analytics helps measure website traffic and optimize digital marketing efforts. It collects data through cookies and pixels to analyze user behavior, measure key metrics like conversion rates, and provide reporting on performance. Common tools like Google Analytics allow tracking acquisition sources, audience demographics, site usage, and marketing campaign effectiveness to guide business decisions and maximize returns. The key is to measure the right metrics, understand the data, and apply insights to improve strategies.

1. ANALYTICS

2. A DIGITAL MARKETING AGENCY
DELIVERING GREAT RESULTS
+353 (1) 53 11 611 | adam@encendo.co | encendo.coWHAT WE DO

3. 1,000
in
10
out
Websites
90%Typically, all things being equal, 90%+ of
your website traffic is leaked

4. 5%EMAIL
5%
5%
PPC
SOCIAL

5. What is it?
• Measurement
• Collection
• Analysis
• Reporting

6. What is it?
Measure
AdaptDevelop

7. What is it? - User
• Cookies
• Stronger User Journey
• Targeted Advertising

8. What is it? - Business
• Return on Investment
• Customer Data
• Hot Products and Services
• Company Policies
• Influence business decisions
• Targeted Advertising
• Marketing Automation

9. How It Works
Collection
cookies
pixels
Processing
Configuration
filters
Reporting

10. Typical Goals
• Performance Measurements
• Visitor Data
• Marketing Optimization
• Content Optimization

11. METRICS + DIMENSIONS

12. Metrics and Dimensions
DIMENSIONS
Characteristics of users, sessions
and actions
METRICS
Quantitative measures

13. Typical Metrics : Email
• Sent
• Opens
• Open Rates
• Clicks
• ClickThrough Rates
• Bounced
• Unsubscribes

14. Typical Metrics : Social
• Reach
• Followers
• Likes
• Dislikes
• Engagement
• Shares
• Sentiment

15. Typical Metrics : Paid Advertising
• Impressions
• Frequency
• Clicks
• ClickThrough Rate
• Cost Per Click

16. Typical Metrics : Websites
• Sessions / Users
• Pageviews / Pages per Sessions
• Session Duration
• Bounce Rate
• Exit Rate

17. Typical Metrics : Campaign Goals
• Conversions
• Conversion Rate
• ROI
• ROAS
• Funnel Conversion Rate

18. GOOGLE ANALYTICS

19. Dashboard

20. Dashboard

21. Setup

22. Setup

23. Settings
• Link Google Webmaster
• Link Google Adwords
• Exclude your IP address
• Exclude bots

24. Audience
• Demographics: age and gender
• Interests: affinity groups, in-market segments,
other categories
• Geo: language and location
• Behaviour: new vs returning, frequency &
recency, engagement
• Technology: browser & OS, network
• Mobile: devices
• Benchmarking: channels, location, devices
• Users flow

25. Acquisition
• All Traffic: channels, treemaps, source/medium,
referrals
• AdWords: campaigns, treemaps, bid adjustments,
keywords, search queries, hour of day, destination
URLs, display targeting, video campaigns, shopping
campaigns
• Search Engine Optimization: queries, landing pages
• Social: network referrals, data hub activity, landing
pages, trackbacks, conversions, plugins, users flow
• Campaigns

26. Behaviour
• Site Content
• Site Speed
• Site Search
• Events
• In-Page Analytics

27. Conversions
• Goals
• Ecommerce
• Multi-Channel Funnels
• Attribution

28. REMEMBER
GOOGLE ANALYTICS
DOESN’T TELL YOU
EVERYTHING

29. STRATEGIES

30. So What?
• Know what to measure
• Ensure you have the right tools in
place
• Present the stats in an
understandable format
• Benchmark
• Share it
• Use it