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Google Analytics
101
Agenda
• What is Google Analytics?
• How Do You Get Started?
• What Can You Learn From Google Analytics?
• How Can Google Analytics Help Your Business?
What is Google Analytics?
Google Analytics
Google Analytics is a service offered by Google that generates
detailed statistics about a website’s traffic and traffic sources
and measures conversions and sales. It’s the most widely used
website statistic service. The basic service is free of change
and a premium version – Google Analytics 360 -- which is
available for a fee.
Why Use Google Analytics?
What does Google Analytics tell me?
What do people do
while on my site?
How does all of my
marketing work
together?
Where do users
come from?
How do people find
my site?
How Do I Get Started With Google Analytics
Set up a Google Account – If you have a Gmail account, then you have a Google
Account.
Add the Tracking Code to your website – A small piece of javascript that should be
installed in the <Head> tag of your site so it appears on every page.
Install Google Tag Assistant (A Chrome Extension) to verify the Installation
Google Analytics Interface
Google Analytics – Metric Definitions
Google Analytics - Reports
Real Time – current website activity
Audience – who visited the site
Acquisition – how did they discover your site
Behavior – what did they do while on the site
Conversions – measuring results
Google Analytics – Real Time Report
Real Time – current website activity
Google Analytics – Real Time Report
Google Analytics – Audience Report
Audience – who visited the site
Google Analytics – Audience Report
Google Analytics – Audience Report
Country State City Metro
Google Analytics – Audience Report
New vs. Returning Users
Google Analytics – Audience Report
Frequency & Recency
Google Analytics – Audience Report
Browser & OS
Google Analytics – Audience Report
Mobile – Device Type
Google Analytics – Acquisition Report
Acquisition – how visitors discovered your site
Google Analytics – Acquisition Report
Google Analytics – Default Channels
Direct
Organic Search
Referral
Paid Search
Social
Email
Display
Other
www.herbaban.com
Clicks on Non-Paid Listings on Google, Yahoo & Bing
Traffic from other websites
Visits from clicks on paid search ads (SEM)
Visits from social media
Any clicks from your email blast / e-newsletter
Visits from clicks on your digital display campaign
Catch all bucket!
Google Analytics – Acquisition Report
Google Analytics – Acquisition Report
Google Analytics – Acquisition Report
Google Analytics – Campaign URLs
To help Google Analytics correctly
organize your data for campaigns –
use UTM codes within your URL links
Example Campaign URL:
www.masslivemedia.com?utm_source=facebook&utm
_medium=cpc&utm_campaign=masslivewnegives
Notes about UTMs and Campaign
URLs
UTM Codes are Case Sensitive
Maintain Consistency from
Custom URL to Custom URL for
the same campaign
Test your links before using them
in campaigns.
Google UTM Builder:
https://ga-dev-tools.appspot.com/campaign-url-builder/
Google Analytics – Acquisition Report
Google Analytics – Behavior Report
Behavior – what did they do while on the site
Google Analytics – Behavior Report
Google Analytics – Behavior Report
Google Analytics – Behavior Report
Google Analytics – Conversions Report
Conversions – how is site moving your
business forward?
Google Analytics – Conversions Report
Examples of On-Site Goal Conversions
Contact Us Page Form Fill
Time Spent on Site Number of Pages Viewed
Google Analytics – Conversion Report
Google Analytics – Conversions Report
Last Click Attribution Model
Display Paid Search Ad Organic Direct
KPI
Google Analytics – Top Conversion Paths
Google Analytics – Setting Up Views
Google Analytics – Additional Considerations
Initial Set Up - Views
Google Analytics – Additional Considerations
Initial Set Up - Views
Best Practices:
Create two new views, a
“Test View” and “Master
View” for all your reporting
Google Analytics – Additional Considerations
Initial Set Up – Filtering a View
Google Analytics – Additional Considerations
Initial Set Up –
Filtering a view
Best Practices: Filtering
Internal Traffic
- Change filter name to
“Exclude Internal Traffic”
- Select Filter Type
“Predefined”
- Then Select “Exclude”,
“traffic from the IP addresses,
“that are equal to”
Google Analytics – Additional Considerations
Initial Set Up –
Filtering a view
Google Analytics – Additional Considerations
Filter out Bots in Settings
Google Analytics – Resources
Consider Google Analytics Individual Qualification
https://analytics.google.com/analytics/academy/
Nuhun

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Google-Analytics-101-Mantuls.pptx

  • 2. Agenda • What is Google Analytics? • How Do You Get Started? • What Can You Learn From Google Analytics? • How Can Google Analytics Help Your Business?
  • 3. What is Google Analytics? Google Analytics Google Analytics is a service offered by Google that generates detailed statistics about a website’s traffic and traffic sources and measures conversions and sales. It’s the most widely used website statistic service. The basic service is free of change and a premium version – Google Analytics 360 -- which is available for a fee.
  • 4. Why Use Google Analytics?
  • 5. What does Google Analytics tell me? What do people do while on my site? How does all of my marketing work together? Where do users come from? How do people find my site?
  • 6. How Do I Get Started With Google Analytics Set up a Google Account – If you have a Gmail account, then you have a Google Account. Add the Tracking Code to your website – A small piece of javascript that should be installed in the <Head> tag of your site so it appears on every page. Install Google Tag Assistant (A Chrome Extension) to verify the Installation
  • 8. Google Analytics – Metric Definitions
  • 9. Google Analytics - Reports Real Time – current website activity Audience – who visited the site Acquisition – how did they discover your site Behavior – what did they do while on the site Conversions – measuring results
  • 10. Google Analytics – Real Time Report Real Time – current website activity
  • 11. Google Analytics – Real Time Report
  • 12. Google Analytics – Audience Report Audience – who visited the site
  • 13. Google Analytics – Audience Report
  • 14. Google Analytics – Audience Report Country State City Metro
  • 15. Google Analytics – Audience Report New vs. Returning Users
  • 16. Google Analytics – Audience Report Frequency & Recency
  • 17. Google Analytics – Audience Report Browser & OS
  • 18. Google Analytics – Audience Report Mobile – Device Type
  • 19. Google Analytics – Acquisition Report Acquisition – how visitors discovered your site
  • 20. Google Analytics – Acquisition Report
  • 21. Google Analytics – Default Channels Direct Organic Search Referral Paid Search Social Email Display Other www.herbaban.com Clicks on Non-Paid Listings on Google, Yahoo & Bing Traffic from other websites Visits from clicks on paid search ads (SEM) Visits from social media Any clicks from your email blast / e-newsletter Visits from clicks on your digital display campaign Catch all bucket!
  • 22. Google Analytics – Acquisition Report
  • 23. Google Analytics – Acquisition Report
  • 24. Google Analytics – Acquisition Report
  • 25. Google Analytics – Campaign URLs To help Google Analytics correctly organize your data for campaigns – use UTM codes within your URL links Example Campaign URL: www.masslivemedia.com?utm_source=facebook&utm _medium=cpc&utm_campaign=masslivewnegives Notes about UTMs and Campaign URLs UTM Codes are Case Sensitive Maintain Consistency from Custom URL to Custom URL for the same campaign Test your links before using them in campaigns. Google UTM Builder: https://ga-dev-tools.appspot.com/campaign-url-builder/
  • 26. Google Analytics – Acquisition Report
  • 27. Google Analytics – Behavior Report Behavior – what did they do while on the site
  • 28. Google Analytics – Behavior Report
  • 29. Google Analytics – Behavior Report
  • 30. Google Analytics – Behavior Report
  • 31. Google Analytics – Conversions Report Conversions – how is site moving your business forward?
  • 32. Google Analytics – Conversions Report Examples of On-Site Goal Conversions Contact Us Page Form Fill Time Spent on Site Number of Pages Viewed
  • 33. Google Analytics – Conversion Report
  • 34. Google Analytics – Conversions Report Last Click Attribution Model Display Paid Search Ad Organic Direct KPI
  • 35. Google Analytics – Top Conversion Paths
  • 36. Google Analytics – Setting Up Views
  • 37. Google Analytics – Additional Considerations Initial Set Up - Views
  • 38. Google Analytics – Additional Considerations Initial Set Up - Views Best Practices: Create two new views, a “Test View” and “Master View” for all your reporting
  • 39. Google Analytics – Additional Considerations Initial Set Up – Filtering a View
  • 40. Google Analytics – Additional Considerations Initial Set Up – Filtering a view Best Practices: Filtering Internal Traffic - Change filter name to “Exclude Internal Traffic” - Select Filter Type “Predefined” - Then Select “Exclude”, “traffic from the IP addresses, “that are equal to”
  • 41. Google Analytics – Additional Considerations Initial Set Up – Filtering a view
  • 42. Google Analytics – Additional Considerations Filter out Bots in Settings
  • 43. Google Analytics – Resources
  • 44. Consider Google Analytics Individual Qualification https://analytics.google.com/analytics/academy/
  • 45. Nuhun

Editor's Notes

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  4. Insights about what is happening with your website that can give you actionable insights about your business and your customers that can influence actions you take both on and off of your website.
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  9. We’ll take a look at the most commonly used fields in Google Analytics 101. Some additional fields may be covered in 201 too.
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  12. Just copy and paste this slide to reuse. Font in slides is ’Arial - Regular’
  13. We’ll take a look at the most commonly used fields in Google Analytics 101. Some additional fields may be covered in 201 too.
  14. Just copy and paste this slide to reuse. Font in slides is ’Arial - Regular’
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  24. For AMNY use Comfort Windows goal example?
  25. For AMNY use Comfort Windows goal example?
  26. For AMNY use Comfort Windows goal example?
  27. For AMNY use Comfort Windows goal example?
  28. For AMNY use Comfort Windows goal example?
  29. For AMNY use Comfort Windows goal example?
  30. Just copy and paste this slide to reuse. Font in slides is ’Arial - Regular’
  31. Just copy and paste this slide to reuse. Font in slides is ’Arial - Regular’