Google Analytics Implementation for Agencies and Companies

GOOGLE ANALYTICS SETUP
AND USE
@BenmfHolland https://www.zionandzion.com/google-analytics-best-practice/

Made a New Website

Felt like this

Are there users?

The Answer!

What is Google Analytics?
 Google Analytics is a freemium web analytics service
offered by Google that tracks and reports website traffic.
Google launched the service in November 2005 after
acquiring Urchin. Google Analytics is now the most widely
used web analytics service on the Internet.
Source: https://en.wikipedia.org/wiki/Google_Analytics
Boring Slide

You know how many people come to your site and what they do
on it.
In English Please?

It makes Web Nerds go

How do I do it?

That’s Why I’m here

1. Analytics Background
2. Analytics setup
1. Intro to Google Tag Manager
2. Setting up accounts
3. Linking other Google
properties
4. Creating Views
5. Creating Filters
3. Analytics Customization
1. Events
2. Goals
3. Custom Dimensions & Metrics
4. Channel & Content Groupings
5. Advanced Segments
4. Analytics Tracking
1. Annotations
2. Email Alerts
Presentation Overview

ANALYTICS BACKGROUND

Reporting Customization Section

ANALYTICS SETUP

Google Tag Manager
http://www.google.com/tagmanager/

Place a container in the website’s code once, place tags on site
forever
 Create Analytics events
 Add JavaScript
 Add tags for other platforms like AdWords
Why Use Google Tag Manager

Why is this great?

GTM Info

GTM Info
@BenmfHolland
Training Course
https://analyticsacademy.withgoogle.com/course05/preview
Website
http://www.google.com/tagmanager/
https://www.zionandzion.com/google-analytics-best-practice/

Google Analytics Accounts
https://www.google.com/analytics/web/

@BenmfHolland
Multiple accounts are needed so one can control and manage
everything and the other can view but not edit/break
everything.

Google Analytics Accounts setup
@BenmfHolland
1. Go to Admin tab

@BenmfHolland
2. Select User Management under Account

@BenmfHolland
3. Add a user with full permissions
4. Add a user with Read & Analyze permissions

Enabling Demographic Information

@BenmfHolland
Super useful information about who is visiting your site and what
they are into.

@BenmfHolland
1. Go to Admin tab

@BenmfHolland
2. Select “Property Settings” under the Property Column

@BenmfHolland
3. Turn on “Enable Demographics and Interest Reports”

@BenmfHolland
4. Go to Reporting tab

@BenmfHolland
5. Select “Overview” under “Demographics” in the “Audience”
section

@BenmfHolland
6. Select “Enable”

Linking Properties to Google Analytics
https://www.google.com/analytics/web/

By linking Google Search Console (Formally Webmaster Tools)
and Google AdWords to Google Analytics you can have all of
your data in one spot.
Why Link Properties

Why Link Properties

Link Google Search Console To Google Analytics
@BenmfHolland
1. Go to Admin tab

@BenmfHolland
2. Select Property Settings under the Property Column

@BenmfHolland
3. Click “Adjust Webmaster Tools” at the bottom

@BenmfHolland
4. Click “Edit”

@BenmfHolland
5. Select the correct account and hit “Save”

Link Google AdWords To Google Analytics
@BenmfHolland
1. Go to Admin tab

@BenmfHolland
2. Select “AdWords Linking” under the Property Column

@BenmfHolland
3. Check the box next to the account you would like to
connect and hit continue then save.

Creating Views

Views are needed so your data can be Filtered/Cleaned for the
purpose you need.
Creating Views

Four must have Google Analytics Views:
 Master
 Testing
 Sandbox
 Unfiltered
Creating Views

Creating Views
@BenmfHolland
1. Go to Admin tab

Creating Views
@BenmfHolland
2. In View drop down select “Create New View”

Creating Views
@BenmfHolland
3. Enter view name and click “Create View”

Creating Filters

Ensures all the data in Analytics is accurate and formatted
uniformly.
Creating Filters

Most Important Filters
 Lowercase hostname
 Lowercase page path
 Lowercase campaign source
 Lowercase campaign medium
 Remove trailing index
 Prepend hostname
 Exclude company IP
 White list host domain
Creating Filters

All Filters
@BenmfHolland
1. Go to Admin tab

All Filters
@BenmfHolland
2. Select “Filters” in view settings

All Filters
@BenmfHolland
3. Select “+ New Filter”

Lowercase Filters
@BenmfHolland
4. Select “Create new Filter”
5. Name it
6. Select “Custom”
7. Select Lowercase
8. Choose item from dropdown
9. Press “Save”

Remove Trailing Index Filter
@BenmfHolland
5. Name it
7. Select “Search and Replace”
8. Choose “Request URI”
9. Put “index.html” in “Search String”
10. Leave “Replace String” blank
11. Press “Save”

Prepend Hostname Filter
@BenmfHolland
5. Name it
7. Select “Advanced”
8. Field A select “Hostname”
9. Place (.*) in the textbox next to it
10. Field B select “Request URI”
12. Output select “Request URI”
14. Check Yes on Field A Required and
Override Output Field

Exclude Company IP Filter
@BenmfHolland
5. Name it
6. Select “Predefined”
7. Select “Exclude”, “traffic from the
IP addresses” & “that are equal to”
8. Input your companies IP address
9. Press “Save”

White List Host Domain Filter
@BenmfHolland
5. Name it
7. Select “Include
8. Select “Hostname” and Filter Field
9. Input .*.example.com$ as Filter
Pattern

Going Full Circle - Filters & Views
@BenmfHolland
Master View
 Lowercase campaign
source
medium
Testing
source
medium
 Include company IP
Sandbox
source
medium
Unfiltered

Turn on Site Search Tracking

You will be able to see what people are searching for on your
site.
Turn On Site Search Tracking

@BenmfHolland
1. Go to Admin tab

@BenmfHolland
2. Select “View Settings”

@BenmfHolland
3. Turn on “Site search Tracking”
4. Define query parameter

Analytics setup
@BenmfHolland
DONE!

CUSTOMIZING ANALYTICS

Setting Up Events

Setting Up Events
@BenmfHolland
Events can track:
 Contact form submissions
 Clicking on social media buttons
 Clicking on an outbound link
 When someone plays a video
 File downloads
 Form errors
 Tracking clicks on embedded maps
https://support.google.com/analytics/answer/1033068?hl=en

Setting Up Events
@BenmfHolland
Use Google Tag Manager
https://support.google.com/analytics/answer/6164470?hl=en

Setting Up Goals

Setting Up Goals
@BenmfHolland
Goals help monetize a websites by allowing you to define a
value of an action

Setting Up Goals
@BenmfHolland
1. Go to Admin tab

Setting Up Goals
@BenmfHolland
2. Select “Goals” under view

Setting Up Goals
@BenmfHolland
3. Select “+ New Goal”

Setting Up Goals
@BenmfHolland
4. Define Goal

Creating Custom Dimensions & Metrics

@BenmfHolland
Bring in other data to Analytics from other sources.
 Use the Facebook API to define user demographics
 Use the Weather API to bring in weather data to see if it affects
traffic

@BenmfHolland
1. Go to Admin tab

@BenmfHolland
2. Select “Custom Definitions” under property

@BenmfHolland
3. Create Dimension/Metric

Custom Channel Groupings

Custom Channel Groupings
@BenmfHolland
Allow you to create more traffic channels to better interpret data
 Site you advertise on
 Microsites you have created
 Sites you have gotten links from
 News sites

Creating Custom Channel Groupings
@BenmfHolland
1. Go to Admin tab

@BenmfHolland
2. Select “Custom Channel Groupings” under view

@BenmfHolland
3. Select “+ New Custom Channel Grouping” under view

@BenmfHolland
4. Create Channel Definitions and Save

Content Groupings

Content Groupings
@BenmfHolland
Allow you to segment out the content on your site
 Blog
 Landing pages
 Recipes

Creating Content Groupings
@BenmfHolland
1. Go to Admin tab

@BenmfHolland
2. Select “Content Grouping” under view

@BenmfHolland
3. Select “+ New Content Grouping” under view

@BenmfHolland
4. Three options
 Tracking Code
 Extraction
 Rule

Creating Advance Segments

Creating Advanced Segments
@BenmfHolland
Allows you to slice and dice your data into pieces for better
analysis.
Filters are permanent, Advanced Segments are temporary.

@BenmfHolland

2. Select “Add Segment”

3. Select “+ New Segment”

4. Create Segment and Save

Analytics Customization
@BenmfHolland
DONE!

KEEPING TRACK

Google Analytics Annotations

@BenmfHolland
Provide insights that are not in the data.
 Media hits
 Guest blogging
 Speaking at the AMA
 Website redesign
Note anything that may affect traffic

@BenmfHolland

@BenmfHolland
2. Click the little down arrow below the graph

@BenmfHolland
3. Click “+ Create new annotation”

@BenmfHolland
4. Create note and save

Custom Alerts

Google Analytics Custom Alerts
@BenmfHolland
Send you an email when something predefined occurs
 Analytics has flat lined
 Organic search declines 50% in a week
 Page speed increase 50% in a day
 Traffic spike
 Social media increase 50% in a day

@BenmfHolland
1. Go to Admin tab

@BenmfHolland
2. Select “Custom Alerts” in View

@BenmfHolland
3. Select “+ New Alert”

@BenmfHolland
4. Create alert and save

All Done!

Google Analytics Implementation for Agencies and Companies

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