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Analytics Fundamentals
Setup and Basics for Measurement
Andy Crestodina
Strategic Director | @crestodina
94.6%
of top marketing sites use
Google Analytics
source: Orbit Media
@crestodina
How Google Analytics Works
Javascript and Cookies
@crestodina
How Google Analytics works
@crestodina
How Google Analytics works
@crestodina
How Google Analytics works
@crestodina
How Google Analytics works
@crestodina
How Google Analytics works
@crestodina
1. No cookie? No data
2. JavaScript disabled? No data
3. Time on page? Or time on tab?
4. Same device, different user
5. Same user, different device / browser
When it doesn’t work
@crestodina
Basic issues with GA
@crestodina
First Touch Deep Dive Purchase Purchase Loyalty
This can be a problem...
@crestodina
First Touch Deep Dive Purchase Purchase Loyalty
This can be a problem...
@crestodina @crestodina • #CMWorld
URL problems...
@crestodina
URL problems...
@crestodina
URL problems...
@crestodina
URL problems...
Google Analytics Fundamentals: Set Up and Basics for Measurement
Google Analytics Fundamentals: Set Up and Basics for Measurement
The click doesn’t count!
@crestodina
Carousel / slideshow advancing
Anchor/jump links
Rollover content
Dropdowns expanding
Offsite links / social media buttons
Social sharing buttons
Video plays
Livechat interactions
Embedded map interactions
Tabs
Filters
Scrolling
Comment / review submission
Mailto: links
PDF, PPT, Word downloads
Lightbox interactions
GA Jargon
@crestodina
Visitors are “Users”
@crestodina
Visits are “Sessions”
@crestodina
Analytics vs analytics
@crestodina
Filter out traffic from yourself
...you are not your target audience
How accurate is this data?
@crestodina
How accurate is this data?
@crestodina
@crestodina
@crestodina
Google Analytics Fundamentals: Set Up and Basics for Measurement
Google Analytics Fundamentals: Set Up and Basics for Measurement
@crestodina
@crestodina
Exclude traffic from robots
...because they never convert
@crestodina
Are there robots in my Analytics?
@crestodina
These referring sites look strange...
How to exclude
traffic from robots
@crestodina
Top Pages
Which are my most popular pages?
Google Analytics Fundamentals: Set Up and Basics for Measurement
Google Analytics Fundamentals: Set Up and Basics for Measurement
Content! One of the most
important reports in GA
Navigation Summary
Navigation Summary
Navigation Summary
Google Analytics Fundamentals: Set Up and Basics for Measurement
@crestodina
1. Add great calls to action
2. Add strong testimonials
3. Add links to your strongest content
4. Remove links to other websites
5. Polish! Add personality! Video! People!
5 Tips for Top Pages
Beware the “services” page...
The problem with multi-topic pages...
Analytics blind spot! ...and horrible SEO
@crestodina
Beware the testimonials page
@crestodina
Navigation Summaries
Where do they go from here?
Navigation Summary
Google Analytics Fundamentals: Set Up and Basics for Measurement
Google Analytics Fundamentals: Set Up and Basics for Measurement
Google Analytics Fundamentals: Set Up and Basics for Measurement
Google Analytics Fundamentals: Set Up and Basics for Measurement
@crestodina
1. Any small links getting clicked a lot?
2. Any big buttons getting missed?
3. Are calls to action effective?
4. What gets clicked the most in the main nav?
5. What never gets clicked in the main nav?
5 Questions to ask your Navigation Summary
@crestodina
“Everything you remove from a page
makes everything that’s left more prominent!”
Less is more (effective)
@crestodina
Filters
Find things in the first column fast
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
Advanced Filters
Find anything fast!
@crestodina
“Which blog posts have bounce rates
of more than 80%”
Let’s answer this question...
@crestodina
@crestodina
Google Analytics Fundamentals: Set Up and Basics for Measurement
@crestodina
Setting up goals
...because GA doesn’t know what success looks like
@crestodina
1. Leads
2. Subscribers
3. Ecommerce Customers
4. Event Registrants
5. Donors
5 types of conversions...
#winning
Google Analytics Fundamentals: Set Up and Basics for Measurement
Google Analytics Fundamentals: Set Up and Basics for Measurement
Thank you messages
...not good for Analytics
Google Analytics Fundamentals: Set Up and Basics for Measurement
Email links
...not good for Analytics
Google Analytics Fundamentals: Set Up and Basics for Measurement
Forms / thank you pages
...perfect for Analytics
Thank you!
Subscribers from ‘Thank You’ page
@crestodina
What about event tracking?
That’ll work, right?
@crestodina
Remember those
“non-pageview”
interactions?
...they are trackable
@crestodina
@crestodina
41.4%
of top marketing sites use
Google Tag Manager
source: Orbit Media
@crestodina
...so let’s use thank you pages
...because that was kinda rough.
@crestodina
1. They see a Thank you page (additional messaging)
2. They get an auto-response email
3. Saves to database or CRM
4. Sends an email notification to you
5. Records as a conversion in Analytics
5 Things that happen when visitors submit...
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
The Goals report
The All Pages report
The All Pages report ...with page values
The Reverse Goal Path report
The Funnel Visualization report
Where you visitors are
coming from
@crestodina
The Channels report ...with conversion rates
@crestodina
The Channels report ...with conversion rates
@crestodina
Social channel conversions!
@crestodina
1. Add “social proof” to your top pages
2. Make sure every page has a call to action
3. Add people and personality
4. Use short, simple forms
5. Answer visitors’ top questions
5 Tips for better conversion rates
@crestodina
7 Things to add to your testimonials
@crestodina
Campaign Tracking Code
Where are your email visitors hiding?
@crestodina
Where are my email visitors?
@crestodina
There they are!!
Where are my email visitors?
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
Medium
broadest origin of traffic
cpc
Source
Specific origin of traffic
Facebook
Campaign Name
Specific marketing effort
spring_sale
Campaign tracking for a FB ad...
@crestodina
Medium
broadest origin of traffic
email
Source
Specific origin of traffic
newsletter
Campaign Name
Specific marketing effort
april_newsletter
Campaign tracking for an email newsletter
@crestodina
Medium
broadest origin of traffic
cpm
Source
Specific origin of traffic
Twitter
Campaign Name
Specific marketing effort
event_registration
Campaign tracking for Twitter campaign
Now we have campaign data!
@crestodina
@crestodina
@crestodina
Site Search Setup
Does your site have a search box?
@crestodina
Google Analytics Fundamentals: Set Up and Basics for Measurement
Google Analytics Fundamentals: Set Up and Basics for Measurement
Google Analytics Fundamentals: Set Up and Basics for Measurement
Google Analytics Fundamentals: Set Up and Basics for Measurement
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
Google Analytics Fundamentals: Set Up and Basics for Measurement
See what they’re looking for!
@crestodina
@crestodina
@crestodina
Secondary Dimensions
Add more data to any report!
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
@crestodina
1. Search for each phrase yourself. Find it?
2. Better optimize your own pages
3. Publish more content on those topics
4. Adjust your navigation to help visitors find
things faster
4 Tips from the Search Terms report
@crestodina
Putting it all together
Let’s combine all of our new skills!
@crestodina
“Which pages get the most traffic from
social media visitors?”
Interesting question...
@crestodina
Step 1: Go to Behavior > Site Content > All Pages
@crestodina
Step 2: Click on the “Secondary dimension” dropdown
@crestodina
Step 3: Select “Medium” (find it by searching or clicking Acquisition > Medium)
@crestodina
@crestodina
Step 4: Click to set an advanced filter (so we can filter by medium!)
@crestodina
Step 5: Set filter so Medium contains “social” and click Apply
@crestodina
A closer look at that advanced filter...
@crestodina
@crestodina
Make a Shortcut
Save yourself some time...
@crestodina
@crestodina
@crestodina
@crestodina
Analytics is useless!
...unless you share, make decisions and take action.
@crestodina
Reporting is not analysis
@crestodina
1. It answers questions
2. You share the insights
3. You make decisions based on those insights
4. You take action!
5. You measure the impact
Analytics is useful only if...
@crestodina
Adding notes in GA
“Annotations” help tell stories.
@crestodina
There’s a story behind the data...
Google Analytics Fundamentals: Set Up and Basics for Measurement
Google Analytics Fundamentals: Set Up and Basics for Measurement
Google Analytics Fundamentals: Set Up and Basics for Measurement
Google Analytics Fundamentals: Set Up and Basics for Measurement
@crestodina
1. Sent an email campaign
2. Started, changed or stopped advertising
3. Press hit!
4. Changed website
5. Changed Analytics setup
5 Reasons to add Annotations
@crestodina
@crestodina
Sharing data visually
...because text is weak
@crestodina
“Six years ago, we didn’t have any mobile traffic.
Now 60% of our traffic is mobile.”
Text is kinda weak
@crestodina Thanks, Snagit!
Visuals are much more compelling
@crestodina
Grab visuals from Analytics (Jing)
@crestodina
Put that visual into a presentation!
@crestodina
...or an email!
@crestodina
@crestodina
There is more to life than
Google Analytics
@crestodina
The best things in life aren’t in GA
@crestodina
The best things in life aren’t in GA
@crestodina
The best things in life aren’t in GA
@crestodina
1. How to set up Google Analytics
2. How to set up event tracking using Google Tag Manager
3. How to track campaigns using the Google URL Builder
4. Content Chemistry: The Illustrated Handbook for Content
Marketing (4th edition)
Notes / videos from this presentation
@crestodina
1. Google Analytics Academy
2. Avinash Kaushik (Occam’s Razor)
3. Orbit Media’s Blog (Analytics section)
4. Annielytics Blog (Analytics section)
5. E-Nor’s Blog (Analytics section)
Want to learn more?
@crestodina
@crestodina
Andy Crestodina
Strategic Director | @crestodina
THANK YOU!

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