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![Cross-Domain Tracking Set Up
Site 1:
• Make the following changes to the snippet (the
changes you need to make are in bold red text):
ga('create', 'UA-XXXXXXX-Y', 'auto', {'allowLinker': true});
ga('require', 'linker');
ga('linker:autoLink', ['example-2.com'] );](https://image.slidesharecdn.com/googleanalyticsfull-210819185248/85/Google-Analytics-Training-full-2017-109-320.jpg)
![Cross-Domain Tracking Set Up
Site 2:
• Make the following changes to the snippet (the
changes you need to make are in bold red text):
ga('create', 'UA-XXXXXXX-Y', 'auto', {'allowLinker': true});
ga('require', 'linker');
ga('linker:autoLink', ['example-1.com'] );](https://image.slidesharecdn.com/googleanalyticsfull-210819185248/85/Google-Analytics-Training-full-2017-110-320.jpg)
Uploaded byNate Plaunt
Google Analytics Training - full 2017
This document provides an agenda for a Google Analytics training session. The agenda includes topics such as getting started with Google Analytics, navigating the interface, audience, acquisition, behavior, and conversion reports. It also covers account administration, advanced tracking implementations, measuring content, importing and extracting data, and common applications of Google Analytics. The training emphasizes using Google Analytics for analysis rather than just reporting, and how to tell data-driven stories to different audiences. It provides best practices for setting up views and segments, understanding users, tracking campaigns and visitor engagement, and setting up conversion goals.
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Google Analytics Training - full 2017
- 1.
- 2. TODAY’S AGENDA 1. Introduction 2.Intro to Web Analytics 3. Intro to Google Analytics 4. Getting Started with Google Analytics 5. Navigating the Google Analytics Interface 6. Audience Reports 7. Acquisition Reports 8. Behavior Reports 9. Conversion Reports 10. Account Administration
- 3. NATE PLAUNT Digital MarketingManager Thomson Reuters @NatePlaunt
- 4. - John Wanamaker 1838-1922 “Halfthe money I spend on advertising is wasted; the trouble is, I don't know which half”
- 5. …It’s still truetoday Email Paid Media SEO Website Mobile App Social Media Billboards Brochures Branding Trade Shows
- 6. Is Your MarketingWorking?
- 7. You have to understandhow your investments are working.
- 8.
- 9. Understanding the Numbers 250 Leads: April Clicks:600 200 March 50 Sales: 15 5 35 May 175 20
- 10.
- 11. Remember the ScientificMethod? Ask a Question Do Research Construct a Hypothesis Test Hypothesis - Experiment Analyze Data and Draw a Conclusion Report you Results – Was Hypothesis Correct?
- 12. What Digital MarketersDo Wrong Ask a Question Do Research Construct a Hypothesis Test Hypothesis - Experiment Analyze Data and Draw a Conclusion Report you Results – Was Hypothesis Correct?
- 13. Why Measure theWeb? 1. To understand what is working 2. To fix things that aren’t working 3. To improve our results 4. To calculate the value of our marketing efforts 5. To justify and encourage investment 6. Grow our market share
- 14.
- 15. How we Usedto Measure the Web
- 16. There WERE SoMany Vendors
- 18.
- 19.
- 20.
- 21. Google Analytics MarketShare 83.4% Market Share Everyone else
- 22. Setting Expectations 1. Whatis the business goal you are trying to achieve? 2. What are the key performance indicators that tell you if you’re on or off track? 3. What are your baseline metrics? 4. What does your team look like?
- 23. HOW DO WEMEASURE SUCCESS? Source: http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/
- 24. HOW DO WEMEASURE SUCCESS? Source: http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/
- 25. HOW DO WEMEASURE SUCCESS? Source: http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/
- 26. Terminology • Session –A period of time that a user is on a site • Ends after 30 minutes of inactivity • Users – Visitor who has initiated at least one session in a given time frame • Pageview – A view on a page • Bounce Rate – Percentage of single-page sessions in which there was no interaction with the page
- 27. GETTING STARTED WITH GOOGLEANALYTICS
- 28. Setting Up YourAccount • https://www.google.com/analytics/analytics/
- 29.
- 30.
- 31. Setting Up YourAccount
- 32. PLACING THE ANALYTICSCODE ON YOUR SITE
- 33. Two Methods forAdding GA Place the code before the closing head tag </head> Place the code using Google Tag Manager
- 34. Terminology • Tracking code– The snippet of javascript code placed on the pages of your website • Tracking ID – The unique identifier attached to your tracking code, Or, the “UA-xxxxxxxx-x” part of your tracking code
- 35. Two Methods forAdding GA Add the code to the header file of each page
- 36. Two Methods forAdding GA https://www.google.com/analytics/tag-manager/
- 37. How Google AnalyticsCollects Data • Google Analytics is a platform that collects data and compiles it into useful reports • Every time a user visits a webpage, the tracking code will collect anonymous information about how that user interacted with the page • The tracking code will also collect information from the browser like the language the browser is set to, the type of browser (such as Chrome or Safari), and the device and operating system used • When the tracking code collects data, it packages that information up and sends it to Google Analytics to be processed into reports
- 38.
- 39.
- 40.
- 41. TODAY’S AGENDA 1. QuestionsFrom Last Class 2. Reporting vs. Analytics 3. Best Practices: Clean Data 4. Advanced Segments 5. Understanding Your Users 6. Traffic Source Reports 7. Best Practices: Visitor Engagement 8. Best Practices: Conversion 9. Sharing Google Analytics with the Organization
- 42. QUESTIONS FROM LASTCLASS?
- 43.
- 44. - Avinash Kaushik GoogleAnalytics Evangelist “If you see a data puke then you know you are looking at the result of web reporting, even if it is called a dashboard.” “If you see words in English outlining actions that need to be taken, and below the fold you see relevant supporting data, then you are looking at the result of web data analysis.”
- 45. What’s a ‘DataPuke’?
- 46.
- 47. - Brent Dykes Director,Data Strategy - Domo “Reporting: The process of organizing data into informational summaries in order to monitor how different areas of a business are performing.” “Analysis: The process of exploring data and reports in order to extract meaningful insights, which can be used to better understand and improve business performance.”
- 48. Both are useful, butfor different reasons.
- 49. Purpose Reporting translates rawdata into information. Analysis transforms data and information into insights.
- 50. Tasks Building, configuring, consolidating, organizing,formatting, and summarizing. Questioning, examining, interpreting, comparing, and confirming.
- 51. Outputs Reporting follows apush approach, where reports are pushed to users who are then expected to extract meaningful insights and take appropriate actions for themselves. Analysis follows a pull approach, where particular data is pulled by an analyst in order to answer specific business questions.
- 52. Delivery Reports are typicallydelivered to multiple individuals and groups – often times automated. Analysis is all about extracting key insights in data and is therefore more effectively presented person-to-person.
- 53.
- 54. The Top 10signs you are doing web analysis
- 55. Web Analysis TopTen 1. The thing that you see instantly is not data, but rather actions for the business to take. 2. You can plainly see economic value. 3. You see references to a “Measurement Model”. 4. Application of algorithmic intelligence, weighted sort, expected range for metric values. 5. You see a “Target” mentioned in the presentation.
- 56. Web Analysis TopTen 6. Loads and loads and loads of context! 7. Effective use of data/user segmentation. 8. There is even a hint of the impact of actions being recommended. 9. If you look at your report and can still ask “and…as a result?” it’s not analysis 10. If it’s automated, it’s not analysis.
- 57. …But you stillneed clean data. Quality reporting gets you what you need in order to make an impactful business decision through analysis.
- 58.
- 59. Purpose of Views Viewsare where you do your data analysis.
- 60. Views Best Practice: Ata minimum, you should set up 3 views: 1. Raw Data 2. Test 3. Master 1. (Internal and other unnecessary traffic filtered)
- 61. Purpose of Filters Filtersallow you to filter out certain traffic from a view. • Internal traffic • Spam bot traffic • Agency traffic
- 62.
- 63. Purpose of AdvancedSegments A segment is a subset of your Analytics data. • For example, of your entire set of users, one segment might be users from a particular country or city. • Another segment might be users who purchase a particular line of products or who visit a specific part of your site.
- 64. Segment Types A segmentis made up of one or more non-destructive filters. • Segments to not alter the underlying data • Segments can be used to analyze historical data
- 65. Segment Types Those filtersisolate subsets of users, sessions, and hits: • Subsets of users: for example, users who have previously purchased; users who added items to their shopping carts, but didn’t complete a purchase • Subsets of sessions: for example, all sessions originating from Campaign A; all sessions during which a purchase occurred • Subsets of hits: for example, all hits in which revenue was greater than $10
- 66.
- 67. Demographics and InterestsReports Demographics and Interests reports collect data from your users stored in cookies including: • Age • Gender • Affinity Categories • In-Market Segments • Other Categories
- 68. Demographics and InterestsReports
- 69. Where Analytics Getsthe Data Note: Analytics cannot collect the demographics and interests information if the DoubleClick cookie or the Device Advertising ID is not present, or if no activity profile is included.
- 70. Demographics and InterestsReports To get access to this data, you will have to enable two features within analytics: 1. Advertising Reporting Features for your property 2. Demographics and Interests reports for the view Note: You will probably have to update your privacy policy
- 71. Benchmarking Reports Benchmarking allowsyou to compare your data with aggregated industry data from other companies who share their data • Provides valuable context • Helps you to set meaningful targets • Allows you to gain insight into trends occurring across your industry • Find out how you are doing compared to your competition
- 72. Compare Against Benchmarks •Industry Vertical (required): Select one of over 1600 industry categories. • Size by daily visits: (required) Select from seven traffic size classifications. This allows you to compare your property against properties with similar traffic levels in your industry. • Geographic location (optional): Limit Benchmarking data to the a specific country or territory by selecting a geographic location.
- 73.
- 74. Channel Groupings By default,Google Analytics creates groupings of common channels • Direct • Organic Traffic • Social Media • Affiliates • Referral • Paid Search • Display • Other Advertising
- 75. Channel Groupings You caneasily add a new channel for a view using the admin settings. •This is helpful if you want to easily view a new channel from which you typically receive traffic •They help you understand the conversion paths of your customers and your advertising efforts
- 76.
- 77. Campaign Tracking Tracking youradvertising and email campaigns allows you to easily see where your advertising dollars are best spent. • You can track your campaigns by adding parameters to your advertising links
- 78. Campaign Tracking Parameters http://www.example.com/?utm_source=adsite&utm_medium=ad medium&utm_campaign=adcampaign&utm_term=adkeyword •utm_source= The source site sending traffic • E.g. Google, Bing, Jeffalytics • utm_medium= The marketing medium • E.g. cpc, email, banner • utm_campaign= The campaign name • E.g. summer_sale, registration • utm_term= The keyword you bid on for that ad
- 79. Setting up Custom Campaigns Usethe campaign URL builder to help building your URLs • https://ga-dev- tools.appspot.com/cam paign-url-builder/
- 80. VISITOR ENGAGEMENT BESTPRACTICES
- 81. Landing Pages andBounce Rate Although bounce rate on its own is not great metric to key in on, it can help determine how well your landing pages are performing. • This is especially important if you are paying for traffic • *Pro Tip: Unbounce.com
- 82. Site Search If yoursite utilizes an internal search function, set up the site search report in GA. Admin > View Settings > Site Search Use only the query parameter (such as search or s) and not other characters (such as ? or =)
- 83. Event Tracking Leverage eventtracking to capture activity and engagement on your site such as: • Form submits • Video plays • Outbound clicks • And more
- 84. Event Tracking Resources Trackingevents with analytics.js: • https://developers.google.com/analytics/devguides/collect ion/analyticsjs/events Tracking events with Google Tag Manager: • https://support.google.com/tagmanager/answer/6106716 ?visit_id=1-636306731233512216-1987254182&rd=1
- 85.
- 86. Goal Tracking Set upboth Macro and Micro conversion goals • Macro: Purchase or form submit • Micro: Sharing a blog post or posting a review
- 87. Goal Funnel Visualizes where yourvisitors are falling out of the conversion funnel. Helpful for diagnosing conversion issues.
- 88. Ecommerce vs. EnhancedEcommerce Traditional Ecommerce in GA imports the transaction data on the receipt page after a purchase occurs. Enhanced Ecommerce imports data about the users behavior as well as transactional data. Both require development or GTM to implement.
- 89. SHARING ANALYTICS WITHTHE ORGANIZATION
- 90.
- 91. TODAY’S AGENDA 1. QuestionsFrom Last Class 2. Telling Your Story with Google Analytics 3. Account Administration 4. Advanced Tracking Code Implementations 5. Measuring Content 6. Advanced Conversion 7. Importing Data 8. Extracting Data 9. User Interface Tips and Tricks 10. Common Applications
- 92. QUESTIONS FROM LASTCLASS?
- 93.
- 94. - Christina Baldwin “Wordsare how we think; stories are how we link.”
- 96. 5 Elements ofa Story 1) Characters a) Main/secondary 2) Setting a) Where story takes place 3) Plot a) Actions/events that take place b) Beginning, middle, end 4) Conflict a) Problem to solve 5) Resolution a) Solution to the Problem 1) Products/Services a) Blue chips/White chips 2) Timeframe a) Month, quarter, etc. 3) Analysis of the Report a) What happened that period? b) Trends 4) Key Business Goal a) Did you meet your target? Why? 5) Clear Next Steps a) Good or bad, how you will improve
- 97. Storytelling with GoogleAnalytics 1. Know the story you are going to tell. 2. Tell the right story to the right audience. 3. Details are good, details are bad. 4. State facts, not generalizations. 5. Use words in your report.
- 98. HOW DO WEMEASURE SUCCESS? Source: http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/
- 99.
- 100. Product Linking 1. AdWords 2.Search Console 3. AdSense 4. AdExchange 5. Postbacks
- 101. User Management You canedit permissions for users at the account, property, and view levels. • Mange Users • Edit • Collaborate • Read & Analyze
- 102. Change History The account“Change History” keeps a record of account activity that has occurred in the most recent 180 day period. Helpful when attempting to diagnose a data loss issue.
- 103. ADVANCED TRACKING CODEIMPLEMENTATIONS
- 104. Properly Tracking Subdomains Subdomains: •example.com • www.example.com • blog.example.com • store.example.com
- 105. Properly Tracking Subdomains •Set the Cookie Domain to “auto” • By default, the Universal Analytics code and the Google Analytics Settings variable in GTM do this for you. • Update your “Referral Exclusion List” • Admin > Property > Tracking Info > Referral Exclusion List
- 106. Why? • To getclean data. • Without setting this properly, you will have artificially inflated user and or session data in GA. Image Source: http://www.lunametrics.com/blog/2016/08/11/subdomain-tracking-google-analytics/
- 107. Cross-Domain Tracking • Totrack sessions, Analytics collects a customer ID value in every hit. • Customer ID values are stored in cookies. • Cookies are stored on a per-domain basis, and websites on one domain cannot access cookies set for another domain. • When tracking sessions across multiple domains, the customer ID value has to be transferred from one domain to the other. • To do this, the Analytics tracking code has linking features that allow the source domain to place the customer ID in the URL parameters of a link, where the destination domain can access it.
- 108. Cross-Domain Tracking Basically: • Youhave to edit the Analytics code on all pages of both sites to call out the relationship. • One Tracking ID, multiple sites.
- 109. Cross-Domain Tracking SetUp Site 1: • Make the following changes to the snippet (the changes you need to make are in bold red text): ga('create', 'UA-XXXXXXX-Y', 'auto', {'allowLinker': true}); ga('require', 'linker'); ga('linker:autoLink', ['example-2.com'] );
- 110. Cross-Domain Tracking SetUp Site 2: • Make the following changes to the snippet (the changes you need to make are in bold red text): ga('create', 'UA-XXXXXXX-Y', 'auto', {'allowLinker': true}); ga('require', 'linker'); ga('linker:autoLink', ['example-1.com'] );
- 111. Set up NewReporting Views and Filters Since GA doesn’t report on the domain name, you have to tell it to do so. • Filter Type: Custom filter > Advanced • Field A: Hostname Extract A: (.*) • Field B: Request URI Extract: (.*) • Output To: Request URI Constructor: $A1$B1 Once complete, add domains to Referral Exclusion List
- 112. Plugins Plugins are scriptsthat enhance the functionality of analytics.js to aid in measuring user interaction. A few common plugins are: • Enhanced Ecommerce • Enhanced link attribution • Display features*
- 113.
- 114. Content Grouping Content groupingallows you to see performance of groups of content against one another. For example: Men’s Clothing • Shirts • Pants • Accessories Women’s Clothing • Tops • Slacks • Skirts & Dresses • Accessories
- 115. Creating a ContentGrouping You can create a content grouping in one of three ways: 1. Create via editing the tracking code (hard) 2. Create via extraction (less hard) 3. Create via a rule set (least hard)
- 116. Enhanced Link Attribution Enhancedlink attribution allows you to measure the effectiveness of the individual links on your pages on In- Page Analytics reports • Assign unique “Element IDs” to the links in the code on your pages. • Alter the tracking code on your site. • ga('create', 'UA-XXXXX-Y', 'auto'); ga('require', 'linkid'); ga('send', 'pageview'); • Enable enhanced link attribution in your Property Settings. https://chrome.google.com/webstore/detail/page-analytics-by-google/fnbdnhhicmebfgdgglcdacdapkcihcoh?hl=en
- 117.
- 118. Multi Channel Funnels TheMulti Channel Funnels reports allow you to see the paths that consumers take before making a goal conversion. These reports help you to validate performance of marketing efforts.
- 119. Attribution Modeling Attribution Modelingrefers to assigning an amount of contribution weight to a specific “touch” in the conversion funnel. Examples: • First touch • Last touch • Linear
- 120. Attribution Models Last Touch/Interaction •This model assigns 100% of the conversion credit to the last touch channel. • This is the standard attribution model in all web analytics tools.
- 121. Attribution Models Last Non-DirectClick • This model assigns 100% of the conversion credit to the last campaign prior to the conversion.
- 122. Attribution Models Last AdWordsClick • This model assigns 100% of the conversion credit to the last AdWords ad click.
- 123. Attribution Models First Click/Interaction •This model assigns 100% of the conversion credit to the first click.
- 124. Attribution Models Position Based •40% of the credit to the first and the last interaction and the remaining 20% is distributed evenly to all the interactions in the middle.
- 125. Attribution Models Custom Attribution •With the custom modeling tool you can use the Linear, First, Last, Time Decay and Position Based models as your starting point, and then layer in other factors you consider to be important for your business to create your own attribution model.
- 126.
- 127. Importing Data Data Importlets you join the data generated by your offline business systems with the online data collected by Analytics. This can help you organize, analyze and act upon this unified data view in ways that are better aligned with your specific and unique business needs. https://support.google.com/analytics/answer/3191589?hl=en
- 128. Types of Datato Import Hit Data • Refund data Extended Data • User data • Campaign data • Geographical data • Content data • Product data • Custom data sets Summary Data • Cost data
- 129. Custom Dimensions andMetrics Google Analytics has the flexibility for you to create custom dimensions for your unique business needs. • Custom dimensions and metrics allow you to combine Analytics data with non-Analytics data, e.g. CRM data. For example: • If you store the gender of signed-in users in a CRM system, you could combine this information with your Analytics data to see Pageviews by gender. • If you're a game developer, metrics like "level completions" or "high score" may be more relevant to you than pre-defined metrics like Screenviews. By tracking this data with custom metrics, you can track progress against your most important metrics in flexible and easy-to-read custom reports. https://support.google.com/analytics/answer/2709828?hl=en
- 130.
- 131. Extracting Data • Export •Email • Custom Reports • Google Data Studio
- 132. USER INTERFACE TIPSAND TRICKS
- 133. User Interface Tipsand Tricks • Date Range Selection • Shortcuts • Add to Dashboard • Keyboard Shortcuts • Custom Alerts (Intelligence Events)
- 134. Keyboard Shortcuts Hit “Shift+ /” (or, “?”)
- 135. Custom Alerts Custom alertsallow you to be alerted when there is a significant change to your web property’s traffic. When you create a custom alert, that alert is visible only to you in your current reporting view and in any other views to which you apply the alert.
- 136.
- 137. “How many sales/leadsdid we get from campaign X?”
- 138. “How is ourSEO doing?”
- 139. “Which product performedbest in Q1?”
- 140. “Which product performedbest in Q1, and how does that compare to last year?”
- 141. “Where do peoplego if they don’t convert?”
Editor's Notes
- #9 In marketing, we have the concept of a funnel…
- #15 The question is: how do you measure it effectively?
- #17 The web analytics industry is expected to exceed $3 Billion by 2019
- #18 Then along came Google Analytics – it put most of them out of business
- #54 In the “Path to Value” diagram above, it all starts with having the right data that is complete and accurate. It doesn’t matter how advanced your reporting or analysis is if you don’t have good, reliable data. If we skip the “reporting” domino, some seasoned analysts might argue that they don’t need reports to do analysis (i.e., just give me the raw files and a database). On an individual basis that might be true for some people, but it doesn’t work at the organizational level if you’re striving to democratize your data. Most companies have abundant reporting but may be missing the “analysis” domino. Reporting will rarely initiate action on its own as analysis is required to help bridge the gap between data and action. Having analysis doesn’t guarantee that good decisions will be made, that people will actually act on the recommendations, that the business will take the right actions, or that teams will be able to execute effectively on those right actions. However, it is a necessary step closer to action and the potential value that can be realized through successful web analytics.
- #65 Segments let you isolate and analyze those subsets of data so you can examine and respond to the component trends in your business
- #66 Segments let you isolate and analyze those subsets of data so you can examine and respond to the component trends in your business
- #79 Note that all campaign tracking parameters are case sensitive and will be reported as such in GA
- #101 All done at the Property level
- #115 All done at the view level
- #116 About 24 hours after you create a Content Group, you can see that data in your reports.
- #121 All done at the Property level
- #122 All done at the Property level
- #123 All done at the Property level
- #124 All done at the Property level
- #125 All done at the Property level
- #126 Set up custom attribution models at the view level.