This document outlines the agenda for a Google Analytics and B2B Marketing workshop led by Yanir Calisar. The agenda includes an introduction, high-level overview of Google Analytics, a deep dive session, break, hands-on practice creating segments, goals, conversions, custom reports and dashboards, and a bring your own device/questions session. The overview sections will cover the history and purpose of Google Analytics, integrations, how it works to track users, key entities like audiences and users, and metrics like sessions, users, and the four W's.

1. MAY 2018
Google Analytics & B2B Marketing
Hands-On Workshop

2. YANIR CALISAR
Marketing Technologist
Marketing StackJourney
Analytics WebsiteEmail/CRM Social/Ads
Programing
{ HTML } { Javascript } { CSS }
{ JAVA } { Python } { Node.js } { SQL}

3. And you?

4. AGENDA
• Intro (10m)
• High-Level Overview (50m)
• Deep Dive (1h)
• Break (15m)
• Hands-On Practice (1h 15m)
• BYODF (30m)

5. OVERVIEW > HISTORY
Then Today

6. OVERVIEW > WHY TO USE GA?
• Campaigns Measurement
• Website Optimization
• Improving the Conversion Funnels
• Audience Exploration

7. OVERVIEW > INTEGRATIONS

8. OVERVIEW > HOW IT WORKS
Desktop, tablet, phone, app Browser JavaScript tracking code
Store data in the databaseGenerate GA ReportsView as GA dashboards

9. OVERVIEW > ENTITIES
Audience / Segment
Groups of users with similar profile or
behavior
User
Website visitor
(New, Returning, Unique)
Hit
Any interaction the user has during the
session
Session
Sequence of activities made by a single
user

10. OVERVIEW > USERS
User
Website visitor
(New, Returning, Unique)

11. OVERVIEW > SESSIONS
Session
Sequence of activities made by a single
user

12. OVERVIEW > THE 4 W’S
Who?
Where?
What?
Wins

13. OVERVIEW > STRUCTURE
User
Session
Hits
Sessions?
Pagesviews?
Avg. Pages per Session?
Avg. Session Duration?
Bounces?
Bounce Rate?

14. OVERVIEW > ACQUISITION
Source > The referrer: (e.g. google, newsletter)
Medium > Marketing medium: (e.g. cpc, banner, email)
Campaign > Product, promo code, or slogan (e.g. spring_sale)
Term > Identify the paid keywords
Content > Use to differentiate ads
https://ga-dev-tools.appspot.com/campaign-url-builder/

15. OVERVIEW > GOALS & CONVERSIONS
When a user performs an action defined as a goal, Analytics records
that as a conversion.
Specific
Pageview(s)
Custom
Event
Purchase
Form
Submission
Offline
Event
Session
Duration
Pageviews
Count
Types of goals?

16. OVERVIEW > GOALS & CONVERSIONS
User
Session
Hits

17. BE READY.. WE’RE DEEP DIVING

18. HANDS-ON > SEGMENTS

19. HANDS-ON > GOALS AND CONVERSIONS

20. HANDS-ON > CUSTOM REPORT

21. HANDS-ON > CUSTOM DASHBOARD

22. Yanir Calisar
+1.415.800.4924
+972.52.397.0116
ycalisar@overstack.io
bit.ly/yanirc
THANK YOU!