The document serves as an introduction to Google Analytics, emphasizing its capabilities in automated tracking, reporting, and visualization for web analytics. Key uses include content performance, ecommerce tracking, and channel optimization, with a focus on objective-driven methods for effective data management. It highlights the importance of understanding user engagement, traffic sources, and content effectiveness to improve business outcomes.

1. Google ANalytics
AN INTRODUCTION
JOSH LEQUIRE
3/27/13

2. INTRODUCTION TO GOOGLE ANALYTICS
ABout Google Analytics (Free)
IS: AUTOMATED TRACKING, reporting, &
visualization solely FOR WEB ANALYTICS
NOT: DATA MANAGEMENT, VISUALIZATION, OR
MODELING tool for anything else
JOSH LEQUIRE 2 • 20

3. INTRODUCTION TO GOOGLE ANALYTICS
THE OLD WAY
HE useS statistics AS a drunkEN MAN uses lamp
postS, for support rather than illumination.
andrew lang
JOSH LEQUIRE 3 • 20

4. INTRODUCTION TO GOOGLE ANALYTICS
the new way
OPPORTUNITIES MULTIPLY AS THEY ARE SEIZED.
SUN TZU
JOSH LEQUIRE 4 • 20

5. INTRODUCTION TO GOOGLE ANALYTICS
USE CASES
Content eCommerce Goals (Funnel) Channel / ROI
Optimization Tracking Tracking Tracking
JOSH LEQUIRE 5 • 20

6. INTRODUCTION TO GOOGLE ANALYTICS
HOW To Use [Google] analytics
“What gets measured, gets managed.”
‣ objectives - Peter Drucker
‣ metrics
Sites and applications are dynamic objects that act as
‣ results conduits to accomplish your business objectives.
‣ Optimize Implication: use objective-driven, agile methods, not
‣ (repeat) static waterfalls. GA is the tool that puts the rubber on
the road.
JOSH LEQUIRE 6 • 20

7. The GA GUI
INTRODUCTION TO GOOGLE ANALYTICS JOSH LEQUIRE 7 • 20

8. THE BASICS

9. INTRODUCTION TO GOOGLE ANALYTICS
AUDIENCE Overview
How do your end users engage your site?
Drill down to page and sections to understand
what content frequency, recency, and
engagement.
Bonuses:
‣ are your visitors mostly mobile? (if so and you’re
not responsive yet, get on board)
‣ what is the flow of navigation in your site?
JOSH LEQUIRE 9 • 20

10. INTRODUCTION TO GOOGLE ANALYTICS
TRAFFIC SOURCES
What drives traffic to your site?
Direct ≈ user initiated
Referral ≈ link to your site
Search ≈ organic + paid searches
MAJOR Bonuses:
‣ Drill-down analytics (in all areas of GA)
‣ Webmaster tools integration
‣ Social (ROI)
‣ AdWords integration (ROI)
JOSH LEQUIRE 10 • 20

11. INTRODUCTION TO GOOGLE ANALYTICS
CONTENT OVERVIEW
What content works? What doesn’t work?
Focus on:
Content ≈ drill down into pages
Site Speed ≈ user load times
JOSH LEQUIRE 11 • 20

12. ADVANCED ANALYTICS

13. INTRODUCTION TO GOOGLE ANALYTICS
Goal conversions
JOSH LEQUIRE 13 • 20

14. INTRODUCTION TO GOOGLE ANALYTICS
ecommerce Tracking
Track critical metrics like:
‣ Product page conversion rates
‣ Per visit value
‣ Cart abandonment rates
‣ Total sales by channel
‣ Days / visits to purchase
JOSH LEQUIRE 14 • 20

15. INTRODUCTION TO GOOGLE ANALYTICS
content experiments
Don’t know which is your best page?
Let the data speak for itself.
JOSH LEQUIRE 15 • 20

16. INTRODUCTION TO GOOGLE ANALYTICS
Multi-channel funnels
What channels are giving you the best ROI?
JOSH LEQUIRE 16 • 20

17. INTRODUCTION TO GOOGLE ANALYTICS
data access
Get access to your data any way you like it. ‣ DASHBOARDS
‣ CUSTOM REPORTING
‣ API
JOSH LEQUIRE 17 • 20

18. INTRODUCTION TO GOOGLE ANALYTICS
SMART INTEGRATIONS
Optimal for Google
products, but GA
A N A LY T I C S 3P SOFTWARE integrates well (usually
through .js) with others.
ADSENSE
ADWORDS
Google provides an
exceptional knowledge-
base for anything you
need.
JOSH LEQUIRE 18 • 20

19. INTRODUCTION TO GOOGLE ANALYTICS
Image + Conceptual Credits
‣ BTW - these are also phenomenal sites for additional information on web analytics
‣ All pictures not credited here are my own
‣ Slide 5
‣ Content optimization: http://www.portent.com/blog/analytics/google-analytics-website-optimization-tips.htm
‣ eCommerce Tracking: http://www.mequoda.com/articles/landing-pages/five-essential-elements-for-a-great-sales-letter-landing-page/
‣ Goal (funnel) tracking: http://www.siliconbeachtraining.co.uk/blog/how-funnels-improve-your-goals/
‣ Channel / ROI tracking: http://www.tomorrow-people.com/blog/bid/105795/What-s-The-True-Cost-of-Traditional-Advertising
‣ Slide 13 (both)
‣ http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/
‣ PS - Avinash Kaushik is THE MAN for all things web analytics. I bow down to him. His content ROCKS.
‣ Slide 14
‣ http://www.techiemania.com/6-easy-actionable-seo-tips-to-supercharge-your-e-commerce-site.html
‣ Slide 15
‣ http://marketingland.com/google-analytics-content-experiments-12170
‣ Slide 16
‣ http://www.onbile.com/info/multi-channel-funnels-in-google-analytics/
‣ Slide 17
‣ http://www.tableausoftware.com/solutions/website-analytics
JOSH LEQUIRE 19 • 20

20. INTRODUCTION TO GOOGLE ANALYTICS
thank YOU
new projects and concepts is what makes
us HAPPY.
JOSH LEQUIRE 20 • 20