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Google Analytics for Beginners - Training
The document serves as a comprehensive guide to Google Analytics for beginners, covering topics such as web analytics concepts, the structure of Google Analytics accounts, and detailed explanations of users, sessions, hits, dimensions, metrics, and reports. It includes how-to sections for data export and report creation while also emphasizing the importance of data sampling and real-time reporting. Additional resources are provided for further learning, including links to official courses, blogs, and analytics tools.
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Google Analytics for Beginners - Training
- 1. Google Analytics forBeginners Ruben Vezzoli
- 2. Agenda1. Web AnalyticsIntro 2. How Google Analytics works? 3. Google Analytics Structure (Account, Properties & Views) 4. Users, Sessions & Hits a. Hits b. Sessions c. Users d. Client-ID vs User-ID 5. Dimensions & Metrics 6. Reports a. Customization i. Data sampling ii. How to avoid data sampling? b. Real-Time c. Audience i. Lifetime Value & Cohort Analysis d. Acquisition i. UTM parameters & Channel Grouping ii. Referrals iii. Bounce Rate & Time-on-Site e. Behavior i. Behavior Flow ii. Site Content (Page, Landing Page & Exit Page) iii. Events & Goals iv. Experiments (A/B Testing) f. Conversions i. E-commerce Report ii. Attribution Models iii. Multi-channel funnels iv. Attribution 7. How-to a. Create a segment b. Use the graphs c. Export the data d. Create a Report (+Excel)
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- 4. The goal ofthis training
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- 6. WEB ANALYTICS &DATA ANALYSIS
- 7. Web Analytics? “Web analyticsis the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage.” https://en.wikipedia.org/wiki/Web_analytics
- 8. Example - DataAnalysis 1. How many people click on the Size-Chart button? Does it has an impact on the user behaviors? 2. “I have to calculate CTR and CR (click vs no-click)” 3. CTR = “I need the sessions and the event “Size Chart Button”” CR = “I need the sessions and the transactions” 4. “Do I have to build a custom report/build a segment/use secondary dimensions/other data sources?” 5. I export the data and I make sure that I don’t have sampled reports. 6. Data are showing that the CTR is low but the CR is really high -> increase CTR = $$$$ -> I have to adjust the CTA of the button or change the position of the button.
- 9. HOW GOOGLE ANALYTICSWORKS?
- 10. How Google Analyticsworks? https://en.wikipedia.org/wiki/Client%E2%80%93server_model
- 11. How Google Analyticsworks? https://www.youtube.com/watch?v=1Fr9pLFGwig https://developers.google.com/analytics/devguides/collection/protocol/v1/ Scheme by Justin Cutroni
- 12. How Google Analyticsworks? (simplified) https://www.youtube.com/watch?v=RIcC_iiE-O0 1. GA pixel collects the data 2. GA process the data (e.g. apply filters) 3. The data are stored in the database
- 13. Google Analytics Pixel/Tag https://taginspector.com/marketing-tags-and-pixels-form-and-function/ “Atag (or often called pixel) is a short snippet of javascript (code) that does something on your website. In the context of marketing/advertising tags and pixels, they are often collecting some information about the visitor to a website and their behavior on the site.” “Tags are snippets of code which are added to a site to collect information and send it to third parties. ” Pageviews Pixel: every page Remarketing Pixel: every page Sale Pixel: only in the thank-you page <head> </head> <body> </body> https://www.google-analytics.com/collect?v=1&_v=j68&aip=1&a=781366535&t=event&ni=1&_s=1&dl=https%3A%2F%2Fwww.lesara.it%2Fabito-da-bambina-con-stampa-etno-15 2385.html&ul=en-us&de=UTF-8&dt=Abito%20da%20bambina%20con%20stampa%20etno&sd=24-bit&sr=360x640&vp=360x640&je=0&ec=Device%20Orientation&ea=Change% 20to%20Portrait&el=product&xid=6pa3mijmTOim52-oKQEHlQ&xvar=1&_utma=230551169.371231360.1492691322.1528219890.1528286250.728&_utmz=230551169.1528113 120.721.197.utmcsr%3Dstileo%7Cutmccn%3Dsoquero%7Cutmcmd%3Daff&_utmht=1528286271480&_u=SDCCAAAL~&jid=&gjid=&cid=371231360.1492691322&tid=UA-44869 366-1&_gid=1484010925.1528212198>m=G5oPJL88B&z=1257871625
- 14. Google Tag Manager https://support.google.com/tagmanager/answer/6102821?hl=en https://www.youtube.com/watch?v=KRvbFpeZ11Y “GoogleTag Manager is a free tool that allows you manage and deploy marketing tags (snippets of code or tracking pixels) on your website (or mobile app) without having to modify the code.”
- 15. Sometimes Google Analyticsis inaccurate!!
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- 17. Google Analytics Structure https://support.google.com/analytics/answer/1009618?hl=en CompanyA Company A Company A - Web Company A - App Company A - DE Company A - IT Company A - NL Company A - FR ...
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- 19. Users, Sessions &Hits http://cutroni.com/blog/2014/02/05/understanding-digital-analytics-data/ https://www.youtube.com/watch?v=f35RP9Ru6Fw
- 20. Hits https://www.e-nor.com/blog/google-analytics/hit-count-in-google-analytics An interaction thatresults in data being sent to Analytics. Common hit types include page tracking hits, event tracking hits, and ecommerce hits (e.g. user loads a page on a website or a screen in a mobile app) https://www.google-analytics.com/collect?v=1&_v=j67&aip=1&a=983732160&t=event&ni=1&_s=1&dl=https%3A%2F%2Fwww.les ara.it%2Fsneakers-con-zeppa-e-pizzo-floreale-230099.html%3Futm_source%3Dstileo%26utm_medium%3Daff%26utm_content%3 D%26utm_campaign%3Dsoquero&dr=https%3A%2F%2Fstileo.it%2Fcerca%3Fsearch%3Dlesara&ul=en-us&de=UTF-8&dt=Sneaker s%20con%20zeppa%20e%20pizzo%20floreale&sd=24-bit&sr=1536x864&vp=182x335&je=0&ec=Device%20Orientation&ea=Chan ge%20to%20Portrait&el=product&_utma=230551169.371231360.1492691322.1525873853.1525874016.694&_utmz=23055116 9.1525874016.694.193.utmcsr%3Dstileo%7Cutmccn%3Dsoquero%7Cutmcmd%3Daff&_utmht=1525874027119&_u=SDCCAAAL ~&jid=&gjid=&cid=371231360.1492691322&tid=UA-44869366-1&_gid=1253036365.1525679367>m=G4rPJL88B&z=15837636 18 URL UTM parameters Screen sizes
- 21. Non-Interaction Hits https://www.lunametrics.com/blog/2014/05/06/noninteraction-events-google-analytics/ A non-interactionhit doesn’t impact the bounce rate*, session length,... calculation. E.g. banner impression, scrolling. The “Banner Impression” event was an interaction event. *Bounce Rate = single-hit session/All sessions % Bounce Rate
- 22. Sessions https://support.google.com/analytics/answer/2731565?hl=en The period oftime a user is active on your site or app. By default, if a user is inactive for 30 minutes or more, any future activity is attributed to a new session. Users that leave your site and return within 30 minutes are counted as part of the original session. Scenario 1 Scenario 2
- 23. Users https://support.google.com/analytics/answer/2992042?hl=en Users are identifiedusing an anonymous number or a string of characters. The analytics tool normally creates the identifier the first time a user is detected. Then that identifier persists until it expires or is deleted. The identifier is sent to the analytics tool with every hit of data. Then the analytics tools can group hits (and thus sessions) together using the identifier in the hits. https://www.google-analytics.com/collect?v=1&_v=j67&aip=1&a=983732160&t=event&ni=1&_s=1&dl=https%3A%2F%2Fwww.les ara.it%2Fsneakers-con-zeppa-e-pizzo-floreale-230099.html%3Futm_source%3Dstileo%26utm_medium%3Daff%26utm_content%3 D%26utm_campaign%3Dsoquero&dr=https%3A%2F%2Fstileo.it%2Fcerca%3Fsearch%3Dlesara&ul=en-us&de=UTF-8&dt=Sneaker s%20con%20zeppa%20e%20pizzo%20floreale&sd=24-bit&sr=1536x864&vp=182x335&je=0&ec=Device%20Orientation&ea=Chan ge%20to%20Portrait&el=product&_utma=230551169.371231360.1492691322.1525873853.1525874016.694&_utmz=23055116 9.1525874016.694.193.utmcsr%3Dstileo%7Cutmccn%3Dsoquero%7Cutmcmd%3Daff&_utmht=1525874027119&_u=SDCCAAAL ~&jid=&gjid=&cid=371231360.1492691322&tid=UA-44869366-1&_gid=1253036365.1525679367>m=G4rPJL88B&z=15837636 18 Client ID
- 24. Client-ID vs User-ID https://support.google.com/analytics/answer/6205850?hl=en User-IDenables holistic measurement of user interactions that span across devices, such as attributing an interaction with a marketing campaign on one device to a conversion that occurs on another device, or de-duplicating unique users across multiple devices.
- 25. QUIZ 1 How manyclicks: ?? (Partner Interface) How many users: ?? (Google Analytics) How many sessions: ?? (Google Analytics) How many hits: ?? (Google Analytics)
- 26. Solution How many clicks:2 (Partner Interface) How many users: 1 (Google Analytics) How many sessions: 1 (Google Analytics) How many hits: it depends (Google Analytics)
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- 28. Dimensions & Metrics https://developers.google.com/analytics/devguides/reporting/core/dimsmets https://www.optimizesmart.com/complete-guide-to-dimensions-and-metrics-in-google-analytics/ Dimension= are attributes of your data. For example, the dimension City indicates the city, for example, "Paris" or "New York", from which a session originates. Metric = are quantitative measurements. The metric Sessions is the total number of sessions. The metric Pages/Session is the average number of pages viewed per session. Dimensions Metrics
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- 31. Google Analytics Reports https://support.google.com/analytics/answer/1009618?hl=en Createcustom reports, dashboards, alerts and unsampled reports Real-Time data Who has visited the website. How did the visitors arrived on the website? Did they convert? What did the visitor do on the website?
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- 34. Data Sampling https://support.google.com/analytics/answer/2637192?hl=en Data samplingis an analysis technique that uses a smaller subset of your data to identify larger patterns and trends. Google Analytics uses data sampling to speed up the performance of its queries and calculations when your website has a large volume of analytics data in storage. Unsampled Report Sampled ReportData Sampling (50%) (> 500k Sessions)
- 35. How to avoiddata sampling? https://www.lunametrics.com/blog/2013/06/24/solutions-google-analytics-sampling-problems-8- ways-data/ ● Change the date range (e.g. 2 years -> 6 months) ● Generate an unsampled report ● Use the standard report
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- 40. Lifetime Value &Cohort Report https://support.google.com/analytics/answer/6182550?hl=en http://cutroni.com/blog/2015/02/06/using-cohort-report/
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- 43. UTM Parameters &Channel Grouping http://blog.rafflecopter.com/2014/04/utm-parameters-best-practices/ https://moz.com/blog/guide-to-direct-traffic-google-analytics https://www.lesara.it/slip-on-fitness-con-motivo-traforato-160975.html?utm_source=fa cebook&utm_medium=social&utm_campaign=pr_160975|d_20180507|t_08|country_it ?parameter=value¶meter...
- 44. UTM Parameters &Channel Grouping http://blog.rafflecopter.com/2014/04/utm-parameters-best-practices/ https://moz.com/blog/guide-to-direct-traffic-google-analytics
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- 54. How to createa segment? https://support.google.com/analytics/answer/3124493?hl=en
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