The document provides an overview of Google Analytics, highlighting key terms such as dimensions, metrics, and user metrics like bounce rate and session duration. It offers strategies to observe user behavior, optimize website content, and automate reporting. Additionally, it includes troubleshooting tips for common analytics issues and information about Google Ads grants for non-profit organizations.

1. Google Analytics
Understanding Your Users

3. •About LunaMetrics

4. •LunaMetrics Clients

7. (me)

8. •(me)
Michael Bartholow
Sr. Search Project Manager
bartholow@lunametrics.com
@michaelb3600
• Google Analytics Certified
• Google AdWords Certified
Marketer

9. •Today’s Star

10. Why?
•Free!
•Annual Reports
•Donation/Grants
•Improve Marketing

11. What Can We Do?
•Observe
•Optimize
•Automate

12. • Giphy.com

13. Behold! Ready Your Analytics

14. GA
Terminology

15. Dimension
Something. A page. A
place. A smartphone.

16. Metric
Quantitative Measurement.

17. GA!
Dimensions + Metrics =
Google Analytics Reports

18. Session
A visit to your website, usually
containing multiple actions.

19. User
Individual Cookie.
A browser on a device.

20. Me = 9 cookies

21. Pageview
Number of times a page is loaded.

22. Bounce Rate
Percentage of single-hit visits. User
hit a page, did nothing, left.

24. Avg Session Duration
Average time sessions last. From
first pageview to last pageview.

25. Observe

26. Who’s Visiting My Site?
•Observe

27. Who’s Visiting My Site?
•Observe

28. Audience > Overview

29. Who’s Visiting My Site?
•Observe

30. Audience > Overview

31. Who’s Visiting My Site?
•Observe

32. Behavior > New vs Return

33. Who’s Visiting My Site?
•Observe

34. Audience
Mobile > Overview

35. How Did They Get Here?
•Observe

36. Acquisition > Overview

37. •Observe
How Did They Get Here?

38. Acquisition
All Traffic > Source Medium

39. How Did They Get Here?
•Observe

40. Acquisition > Channels

41. Are They Doing What I Want?
•Observe

42. Behavior
Site Content > All Pages

43. Are They Doing What I Want?
•Observe

44. Behavior
Site Content > Content
Drilldown

45. Optimize

46. Write Better Content
•Optimize

47. Behavior
Site Content > Landing Pages

48. Take Notes
• Optimize

49. Any Graphed Report!

50. Goals & Goal Values
• Optimize

51. Admin
Views > Goals

52. Automate

53. Automate

54. Email a Report
•Automate

55. Any Report!

56. Set an Alert
•Automate

57. Admin
Views > Custom Alerts

58. Dashboard View
•Automate

59. Every User

60. Examples

61. PPC / AdWords

62. Technical Check

63. Top SEO Content

64. Free Dashboard links!
Check your handout

66. Google Analytics
Tune Up

67. GA Tune Up - Bounces
Is your Bounce Rate > 20% and less
than 90%?
Audience > Overview
If yes, something might be set up wrong!

68. GA Tune Up – Self-Referred
Do you see sessions from your
domain/subdomains? This can indicate
a problem.
Acquisition > Referrers
If yes, something might be set up wrong!

69. GA Tune Up – Content Check
Do you see sessions from your
domain/subdomains? This can indicate
a problem.
Acquisition > All Pages

70. GA Tune Up – Content Check
Acquisition > All Pages

71. My Favorite GA Uses

72. Botch Your New Site?

74. Site Migration or Redesign Check
• Did your Organic Traffic Drop?
• Some pages might be hidden from Google!
• Are many users getting error pages?
• Look at Behavior > All Pages by Title, search “Page not Found” (or
whatever your error page is called).
• Is your New Site Faster or Slower?
• Check site speed in Behavior > Site Speed report, compare before
and after dates.
•My Favs

75. Are Your Emails Effective?

76. Use Tagging Features
•My Favs

78. &

79. AdWords Monitoring
•My Favs

80. • Linking Instructions
Link It!

81. •FREE AdWords money
to promote your
501(c)(3) org.
•Easy to apply
•Fast approval.
• Apply Here
Google Grants
•My Favs

82. •Thanks!
• All gifs from Giphy.com
Michael Bartholow
Senior Search Project Manager
bartholow@lunametrics.com
@michaelb3600