The document provides an overview of Google Analytics, covering essential concepts such as traffic patterns, custom dashboards, demographic data, and installation steps. It discusses various reports including visitor overview, engagement metrics, and campaign analysis to help understand acquisition, behavior, and conversion. Additionally, it emphasizes the importance of UTM link building for tracking ROI across different platforms.

1. GOOGLE ANALYTICS 101
What you need to know to sound like
you know what you’re talking about.

2. TRAFFIC
PATTERNS
DRIVE
TRAFFIC

3. ANALYTICS 5
Custom dashboards
New Admin API
ABCs
Acquisition, Behaviour, and Conversion.
Demographic Data

4. INSTALLING GOOGLE ANALYTICS
•
Sign into your account
•
Find the tracking code
•
•
<script></script>
Put it on your website

5. THE BASICS
Visitor Overview
•
•
Language & country/territory
•
Channels
•
Browser & operating system
Engagement report
•
•
Page View vs. Unique Page View
Organic Search, Direct Search, Referrals, Paid
Search, Social, and Email.
Campaigns
•
•
Visit duration & page depth
•
•
Keywords (Paid vs Organic)
Behaviour
•
Acquisition Overview
•
•
•
Behaviour Flow
Strength of SEO & AdWord
•
Bounce Rate

6. GOOGLE URL BUILDER
•
UTM Link Building
•
•
Build unique URLS for any landing page
•
•
Tags URL to track & monitor
Twitter vs. Facebook vs. Pinterest
Any time you include an outbound link
•
Find out which
platform
produces the best
ROI
Full ROI information on leads &
conversions
More effort into your
marketing of that
platform