Google Analytics Intermediate Workshop

Certification Workshop
Slide 1© DMA-NC 2019 DMANC.org/certification
• We will use Google Analytics today
• You can follow along in your own Google Analytics account, so log into your analytics account
now
• Or you can use Google’s public-access analytics account
1. Log into your Gmail account
2. In your browser, open a new tab
3. Go to https://analytics.google.com/analytics/web/?utm_source=demoaccount
4. Or search in Google for “google analytics demo account”
5. Click that link to open the page
6. Halfway down the Google page, click Access Demo Account
7. This opens the analytics account for the Google Store
Good Morning! While We Wait to Start…

• Last workshop, we covered installation, configuration, and filters
• Were you able to install filters?
• Any questions?
Questions about Filters, Installation, or Configuration?

CERTIFICATION WORKSHOP
Google Analytics, Part 2: Intermediate
Andreas Ramos
• VP of Digital Marketing at Beasley Direct and Online Marketing
• Adjunct Professor at CSTU
• Author of 14 books on SEO
• Friday, September 27th 2019 | 10:00 a.m. to 12:00 p.m. PST

• The Direct Marketing Association of Northern California was formed to
educate, inform and provide networking opportunities for Direct and
Online Marketing professionals in the San Francisco Bay Area
• We hold monthly luncheon seminar meetings, certification workshops,
periodic half-day seminars, and provide opportunities for the best in
learning and job networking in the Northern California marketing
community
The Direct Marketing Association of Northern California

DMA-NC Certification Requirements
• A certificate with the completion of any
eight courses within two years of starting
• If a certificate isn’t in your plan, you can
take as few or as many of the courses as
you’d like
• Students who complete a certification
program will receive a frameable Certificate
of Completion and a digital badge for your
website, blog, email signature, or social
profiles

About Andreas Ramos
• Director of the Digital Agency at Acxiom
• Head of Global SEO at Cisco
• VP of Digital Marketing at Beasley
Direct and Online Marketing

Let Me Know…
1. If I’m not speaking clearly
2. Or I talk too fast
3. Let me know!
4. Send me a message via the chat box in GoTo Meeting
5. Your messages will be private. Nobody else can see your message

• There are five major sections in Google
Analytics: Real-time, Audience,
Acquisition, Behavior, Conversions
• Today, we cover the first three sections:
how to use Real-time, Audience, and
Acquisition
• Data vs insights
• Segmentation
Agenda: What We’ll Cover Today

Reports, Data, and Insights

Google Analytics has lots of
dashboards and reports
with lots of data
• Show the graphs and
tables
• Add insights
• Explain why that
happened
• Recommend an action
Insight: Always add
insights. This makes you
more valuable.
Note: Today’s slides show
data with insights
Dashboards, Reports, and Data

The Five Google Reports

Google Analytics’ Five Sections
Section Answers the Question…
Real Time What they are doing on our website at
this moment?
Audience Who is coming to our website?
Acquisition How did they come to our website?
Direct, search engines, social, ads?
What keywords did they use?
Behavior What they are doing at our website?
What pages do they view?
Conversions How do we get conversions?

But First.. Segmentation

Should We Switch to Mobile Web Design?
We can’t see the trend for mobile or tablets

Use Segments to Split Your Audience into Groups

Add Segments to Show Mobile and Tablet Traffic

You Can Create Your Own Segments
You can create new
segments, such as:
• Potential buyers
• Job seekers
• Staff
• Investors
• Other (visitors of
no interest)
Note: Segments
persist in all reports,
all accounts so you
don’t have to
recreate them over
and over.

The Real Time Report

1. Go to Google
Analytics | Real
time | Overview
2. Updated every four
minutes
3. You can’t use this
data because you
can’t update in real
time
Insight: If you have lots
of traffic, you can put
this on a large screen in
the lobby or at a
conference
Note: See the Shortcut
Shows Visitors at the Website Right Now

The Audience Report

The Audience Report
• Who is visiting our
website? Who is
buying at our
website?
• The Audience Report
tells you everything
about your visitors:
age, gender, interests
(including what
they’ve bought),
location, languages,
desktop or mobile,
and more
• When you know who
buys, you can look
for more of them

The Basic Report: Audience | Overview
1. Go to Google
Analytics |
Audience |
Overview
2. Set your calendar to
a relevant time span
(usually, the last 90
days)
3. The graph shows
the weekly trend.
Insight: Use this to
keep an eye on the
trend.
There is a steady trend
with recurring weekly
cycle.

1. Go to Analytics |
Audience |
Demographics |
Age
2. Set calendar to
180 days
3. The graph shows
age by share. The
main group are
25-34.
4. Although 18-24s
are a large group,
they buy little
Insight: The table
shows data. Look at
revenue. Who buys
the most?
Demographics by Age

Audience |
Demographics |
Gender
2. Set calendar to
180 days
3. The graph shows
gender by share
Insight: Who buys
the most? Male or
female?
Note: Google has
data for race, but they
won’t show it
Demographics by Gender

Demographics by Interests
1. Go to Analytics | Audience | Demographics | Interests
| Overview
2. Set the calendar to 180 days
3. See your visitors’ interests
• Affinity: What they like (lifestyles), such Sports, Cooking
• In-Market: What they have bought or registered
• Other Categories: Where Affinities shows only “Books”,
Other Category shows Books & Literature, Ebooks,
Writers Resources, Magazines, Poetry, Children’s
Literature, Literary Classics, Fan Fiction
• Affinities has 117 entries and Other Categories has
1,289 entries
Insight: Use this to target your audience
Insight: Use this to design your marketing

To Turn On Interests…
You must opt in to see interests:
1. Go to Analytics | Admin (the gear
icon)
2. Select Account Settings
3. Turn on Google Products and
Services
While you’re here, you can also turn on
Benchmarking; this will show you your
site’s performance in comparison with
similar websites

Affinities, Sorted by Revenue
Audience |
Demographics |
Interests |
Affinities
2. Set calendar to
180 days
3. The table shows
interests sorted by
revenue
design your ads, blog
articles, newsletters,
content, and so on.

In-Market, Sorted by Revenue
Audience |
Demographics |
Interests | In-
Market
2. Set calendar to
180 days
3. The table shows
interests sorted by
revenue
design your ads, blog
articles, newsletters,
content, and so on.

Other Categories, Sorted by Revenue
Audience |
Demographics |
Interests | In-Market
2. Set calendar to 180 days
3. The table shows
interests sorted by
revenue
Note: There are significant
differences in the interests.
Study these to find what
interests your audience.

Revenue by Languages
Audience | Geo |
Languages
2. Set calendar to 180
days
3. The table shows visits
by their browser’s set
language
4. Sort by Revenue
Insight: Should we
translate the website to
Turkish (#7, Tr-Tr)?
Note: This shows the
browser’s language, not
necessarily the user’s
language.

Traffic by Country
1. Go to Analytics | Audience
| Geo | Location
2. Set calendar to 180 days
3. The map of the world shows
visits by location. The darker
the color, the more traffic
4. You can mouse over a
country to see data
Insight: What countries send
traffic to the site?
Is there a market for us in those
countries?

Traffic by State
1. Click on a country in
the world map (such
as the US) to see
details
2. The map shows visits
by US state
3. Which US states send
the most traffic?
Insight: Where should
we advertise?
Where can we shut off
our marketing?

Traffic by City
1. Click on a US state to see
the cities
2. Mouse over a city (such as
Los Angeles) and see a
close up
3. Mouse over the cities and
see data by city
Insight: In which cities should
we advertise? In which cities
can we turn off advertising?
Note: Analytics is accurate
down to a 25-mile radius.
However, that is about the size
of Los Angeles (2,000 square
miles).

Traffic by Region
1. Use Primary Dimension,
City Metro Other
2. Click on Metro
3. This shows the metro
regions for California
4. Mouse to see data
Insight: Where should we
advertise?
Where can we turn off
advertising?

Traffic by Location by Revenue
1. You can see country,
state, or city as a
table
2. Sort by Revenue
Insight: Which areas
(countries, states,
cities) produce
meaningful revenue.
Where should we
advertise? Where can
we turn off advertising?
Note: Analytics shows
533 cities in California
Note: Analytics is accurate down to a 25-mile radius. However, that
is about the size of Los Angeles (2,000 square miles).

Should We Switch to Mobile Web Design?
Audience | Mobile |
Overview
2. Set your calendar to a
relevant time span (two
years)
3. This shows data
(numbers) but not the
trend.
We need to add Segments

Add Segments to Show Mobile and Tablet Traffic

Benchmarking: How Are We Doing Against Our Competitors?
1. Go to Analytics | Audience |
Benchmarking
2. Set your calendar to a relevant
time span (two years)
3. Set the Industry Vertical,
Country/Region, and Size by
Daily Sessions (but sometimes,
there aren’t relevant categories)
4. You can see how you’re doing in
your market
5. Graph: Dark blue vs. light blue
6. Table: By channels
Insight: Where should we put
resources (people, tools, money)?

To Turn On Benchmarking…
You must opt in to see benchmarking:
1. Go to Analytics | Admin (the gear
icon)
2. Select Account Settings
3. Turn on Benchmarking
Note: Your data will be anonymized and
shared with others who also share their
data. Google will show data only if 100 or
more sites share their data in a category.
While you’re here, you can also turn on
Google Products and Services; this
gives you demographics (age, gender,
interests, etc.)

1. Go to Analytics | Audience |
User Flow
2. This shows how users move
through your website
3. 218K visitors entered the Home
page
4. 199K came from the US
5. Mouse over the red to see
109K left (26%)
Insight: Somewhat interesting…
but other reports (bounce rate)
have better information
Note: If too much data, Google
uses sampling of data for 23.9% of
sessions.
See How Users Flow through Your Website

1. The Google Analytics | Audience Report
tells us a great deal about our visitors
2. Where they come from, age, gender, interests,
languages, country, state, city, and devices
3. We can also benchmark ourselves against
competitors
Insights: Use this information for strategic
direction for your marketing.
• Use analytics to find which audiences
produce the most revenues or conversions
(and which don’t)
• Use this information to focus your efforts
and budgets on good targets
• If there are upward trends, use this to
justify increase staff, tools, budgets
Summary for the Audience Report

The Acquisition Report

Acquisition = How did visitors find our
website?
• Did they type your URL?
• Which search engine did they use?
• Did they click our Google Ads?
• What keywords did they use?
• Which social media sites?
• Or did they click a newsletter or
billboard?
The Acquisitions report answers these
questions.
When you know how they came, you can
focus your efforts on those sources to
get more visitors
The Acquisition Report

Channels: How They Found Us
1. Go to Analytics | Acquisition
| All Traffic | Channels
2. The table shows how users
came to your website
3. Direct = they typed your URL
4. Always remember to sort by
revenue
Insight: You quickly see which
channels produce revenue… and
which don’t.
This lets you allocate resources and
funds to get more revenue (or not
waste money)
Let’s improve the graph with
segments

Select the segments that
you want, such as:
• Organic Traffic
• Search Traffic
• Paid Traffic
• Referral Traffic
You can have up to four
segments
You can also create your
own segments (click
+New Segment)
Let’s Improve the Graph with Segments

Instead of a Single Graph (top), We Now See Details (bottom)

Use Referrals to See which Websites Sent Visitors
See which websites (referrers)
sent valuable visitors to your
website.
Acquisition | All Traffic |
Referrals
2. Sort by Revenue
Insight: You quickly see which
referrers produce revenue… and
which don’t
If the website sent you revenue
visitors, contact them. Exchange
links, information, etc. Buy (or
exchange) space on their site.
If a site offers space for pay, try
a 30-day trial to see if it actually
sends revenue traffic

Use the Referrals Report to Find RefSpammers
RefSpammers are spamming the
analytic data. Webmasters wonder
what they are and click their link.
The spammer site gets traffic and
shows up higher in Google.
| All Traffic | Referrals
2. Sort by Avg. Session
Duration
3. Sort again for reverse order
Data: 0.facebook.com with 39
sessions and zero time on site
Insight: RefSpam filters to
remove the junk data so you have
better data

Find the Top Keywords
Find more keywords.
1. Connect AdWords to
your Analytics account
Acquisition | Google
Ads | Search Queries
3. Sort by Revenue
These keywords are not in
your AdWords account,
but they trigger your ads
Insight: Export the list.
Add revenue-bearing
keywords to your
AdWords.
Note: There are 10,845
additional keywords

See How Your Pages Perform in Google
Connect your Google Search
Console account to your Google
Analytics account
| Search Console | Landing
Pages
2. Sort by Clicks
3. You can see your page’s ranking
at Average Position
Insight: Export the list. Find the
pages with high traffic and high
ranking. Do SEO work on those
pages. They get the most
visibility.
Note: Google may shut down
Search Console. Many changes are
coming.

Traffic from Desktop, Mobile, Tablet
See the traffic share for
desktop, mobile, tablet
Acquisition | Search
Console | Devices
2. Review each column
carefully
Insight: Do we design
the website for desktop
or mobile?
Which one brings more
visits? More revenue?
Notes: Look at each column carefully:
• Desktop wins in impressions (71.99%), but mobile has more clicks
• Mobile and tablets have higher click-through-rates (CTR)
• Mobile and tablets also have higher ranking in Google search

Find Yet More Keywords
Find more keywords.
Acquisition |
Search Console |
Queries
2. Sort by Revenue
These keywords
trigger your webpages
Insight: Export the
list. Add revenue-
bearing keywords to
your AdWords.
Note: There are
8,146 additional
keywords

Which Social? Facebook, Twitter, Insta… or Pocket?
See traffic by social site
Acquisition | Social |
Network Referrals
2. Sort the columns
Insight: In which social
media sites do you allocate
resources (people, money)?
Where do you cut back?
Note: Click each social site
for data and details
Note: For a large client, 61
social sites send traffic

Use the Free Version or Switch
to Premium?

• Unique Users: A visitor… however, if someone uses
desktop, mobile, and a tablet, she is counted as three
users
• Page Views: A page was viewed
• Sessions: A visitor is at your website and looking at
pages.
• If the visitor leaves but returns within 30 mins, the
session continues
• If the visitor leaves for more than 30 min, the
session ends
• If he returns the next day, that is a new session
• Hits: The Google Analytics Tracking Code (GATC) is
triggered. The web page was opened. A visitor may open
ten pages in a session, so one visitor may be ten hits
• Events: Events are user actions that can be measured
by analytics. Events include downloads, form
submissions, video plays, and so on.
First, a Few Definitions

You get 10 million hits per month with free
Google Analytics
• Each time the Google Analytics Tracking
Code (GATC) is triggered, that is a hit
• If you go over 10 million hits per month,
Google will ask you to upgrade to
Google Analytics Premium
($150,000/year)
• Or you can change your analytics to use
data sampling
Note: To compare, a major US university:
1.6m users per year, 3.2m sessions per year,
5.2m page views per year, 1.6 pages per
session per year, 2 sessions per user per
year, Avg session duration 1:39 per year
You Get Ten Million Hits per Month

1. Set the analytics calendar to a
recent (normal) 30-day period
2. Go to Google Analytics |
Behavior | Overview
3. Note the Pageviews (here,
428,524 per month)
4. Go to Google Analytics |
Behavior |Events | Overview
5. Note the Total Events (here,
203,511 per month)
6. In this example: 428,524 +
203,511 = 632,035 hits (6%)
7. You can use the free version if
the total is less than 10
million per month
How to See the Hits in Your Account

If the total hits is over 10 million
1. Switch to Google Analytics Premium ($150,000 per year)
2. Or use data sampling (instead of 12m hits, you sample 8m
(66% of your data)
If Your Account Goes Over Ten Million Hits per Month
You can hire a Google Marketing Platform Partners
(GMPP) consultant
marketingplatform.google.com/about/partners/

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