The document provides an overview of a digital marketing workshop focused on analytics and Google tools, with insights from experts in the field. It covers topics such as the importance of analytics, measurement plans, and attribution models, as well as practical applications like Google Tag Manager and Google Data Studio. Additionally, it emphasizes the significance of understanding user behavior to enhance website performance and conversion rates.

1. Welcome,
House Keeping & Social
Carol Magill FCIM
Ireland Network Manager
@@CIMinfo_Ireland
#CIMIreland
http://regions.cim.co.uk/
Ireland/home

2. Future Events
Marketing on a shoe string
15 June – 10am - Belfast – OPEN
Now
Responding to online reviews
31 July – 10am – Belfast – Coming
soon.
Become an Ambassador

3. April 2017
ANALYTICS MASTERCLASS
CIM - BELFAST

4. STEVEN PARKER
STEVEN PARKER
MANAGING DIRECTOR
DIGITAL ALLIES
• WORKING IN DIGITAL FOR 10+ YEARS
• SPECIALISED IN SEARCH AND ANALYTICS FOR 8
• CHARTERED INSTITUTE OF MARKETING TUTOR
• LECTURER FOR DIGITAL MARKETING INSTITUTE
• @StevenParkerSEO or @DigitalAllies

5. JOHN CAVE
JOHN CAVE
DIRECTOR
BIDDIBLE
• WORKING IN DIGITAL FOR 10+ YEARS
• SPECIALISED IN PAID AND ANALYTICS FOR 9
• GOOGLE TOP TIER AGENCY
• @biddible

7. RUNNING ORDER

8. RUNNING ORDER
What is analytics anyway?
What is a measurement plan and why should you bother?
What is attribution modelling and why you should care?
Google Analytics
An introduction to Google Analytics suite of products
Google Tag Manager
Google Data Studio
Google Optimize

9. QUESTIONS TO ASK

10. 1. WHAT DO VISITORS
SEARCH YOUR SITE FOR?

11. 2. HOW MANY PAGES DOES
IT TAKE TO CONVERT?

12. 3. ARE YOU TAGGING ALL
YOUR CAMPAIGNS?

13. 4. WHAT ARE YOUR TOP
PERFORMING PRODUCT
CATEGORIES?

14. LETS GET TO KNOW
GOOGLE ANALYTICS

15. WHAT IS ANALYTICS?

16. “The price of light is less than
the cost of darkness”

17. Google Analytics shows you how people found your
site, how they explored it, and how you can enhance
their visitor experience.
WHAT IS ANALYTICS?

18. With this information, you can
improve your website return on investment, increase
conversions, and be more effective on the internet.
WHAT IS ANALYTICS?

19. WHO SHOULD USE IT?

20. EVERYONE!

21. WHO SHOULD USE IT?
• All departments within your business
• Marketing to C-level executives.
• Basic Level to top line metrics
• Acts as a window into site perfomance

22. WHY USE ANALYTICS?

23. WHY USE ANALYTICS?
• To understand what IS working
• More importantly, to identify what IS NOT working
• To improve what is not working
• To justify and encourage investment
• To calculate value

24. Analytics creates the ‘narrative’ behind your
data, giving you valuable insights to enhance
business performance.
WHY USE ANALYTICS?

25. • Who are your users?
• How do web visitors behave compared to purchasers?
• What brought them to the site?
• Where do they live?
• How does this compare year on year?
• What impact did the investment into our digital
marketing strategy have?
• Why have sales dropped off?
WHAT CAN IT TELL YOU?

26. WHAT DOES IT COVER?

27. WHAT DOES IT COVER?
BEHAVIOUR
WHAT?
ACQUISITIONAUDIENCE
WHERE?WHO?
CONVERSION
HOW?

28. HOW DOES IT WORK?

29. HOW DOES IT WORK?

30. HOW DOES IT WORK?
HIT
3.
Google Analytics
code fires a hit to
Google Servers
NAVIGATIONINTENT
2.1.
User chooses most
appropriate
destination based on
intent and navigates
to a page or site
User expresses intent
to perform a search or
visit a particular
website/page
TRACKING
4.
Data is shown in
Google Analytics in
quasi-real-time

31. WHAT IS A HIT?
A hit is defined as:
Pageview Event Social Interacton Ecommerce

32. 500 hits per session
200,000 hits per user per day
10,000,000 hits per property per month
20 hit throttle limit
HIT LIMITS

33. COOKIES

34. COOKIES

35. Cookies are usually small text files, given ID tags that are
stored on your computer's browser directory or program data
subfolders.
Cookies are created when you use your browser to visit a
website that uses cookies to keep track of your movements
within the site, help you resume where you left off,
remember your registered login, theme selection, preferences,
and other customization functions.
WEB COOKIES

36. Urchin
Analytics
2005
“urchin.js”
Analytics
Synchronous
2007
“pageTracker”
“ga.js”
Analytics
Asynchronous
2009
“gaq.push”
“ga.js”
Analytics
Display
Advertising
2012
“dc.js”
Universal
2013
“analytics.js”
Tag Manager
2012/17
“GTM”
ANALYTICS VERSIONS

37. Unless you can’t due to development restrictions, always use
analytics.js or Google Tag Manager.
This ensures you get all the latest capabilities and functionality
Google Analytics offers.
Plus, Google Tag Manager is an awesome way to expand on
what/how you track your data!
WHICH SHOULD YOU USE?

38. KEY TERMS

39. • Landing Page – The page which a user enters the site.
• Page Views – The number of pages viewed within one session.
• Bounce Rate – The rate which users leave the landing page
without navigating to another page.
• Exit Page – The page from which a user leaves the site.
• Conversion – A desired course of action such as transaction or
download.
• Goal – Measuring a specific action which is set by the
business.
KEY TERMINOLOGY

40. METRICS & DIMENSIONS

41. 400+

42. DIMENSIONS

43. DESCRIBE

44. Example Dimensions
• Keyword
• City
• Browser
• Channel
• Page
DIMENSIONS

45. METRICS

46. MEASURE

47. Example Metrics
• Sessions
• Users
• Pageviews
• Bounce Rate
• Average Session Duration
METRICS

48. USERS, SESSIONS &
PAGEVIEWS

49. 1 User
1 Session
3 Pageviews
USERS, SESSIONS & PAGEVIEWS

50. 1 User
2 Sessions
6 Pageviews
USERS, SESSIONS & PAGEVIEWS

51. SOURCE & MEDIUM

52. Source = Google
Medium = Organic
SOURCE & MEDIUM

53. Source = bbc.co.uk
Medium = Referral
SOURCE & MEDIUM

54. DURATION

55. Page 1
Visit Time: 10:00 am
Page 2
Visit Time: 10:01 am
10:01am – 10:00am = 1 Minute Session Duration
DURATION METRICS

56. Page 1
Visit Time: 10:00 am
? – 10:00am = ???? Minute Session Duration
DURATION METRICS

57. USEFUL TIPS

58. USEFUL TIP – MORTAR BOARDS

59. USEFUL TIP – ANNOTATIONS

60. MEASUREMENT PLAN

61. MEASUREMENT PLAN
In a nutshell, a measurement plan is a document
that translates your top-line business objectives into
metrics and dimensions you can measure on your
website. It provides a framework not only for a
customised configuration of your web analytics, but
also forms a vital part of your wider digital
marketing strategy.

62. MEASUREMENT PLAN
What are the business/campaign objectives?
Which channels are you going to utilise to achieve this?
What will determine success?
What are the key dimensions and metrics to track?

63. MEASUREMENT PLAN
OBJECTIVE – Increased Brand Awareness
CHANNELS – SEO, PPC and Social Media
KPI’s – Gain new customers and increase visibility
METRICS - % new v returning visitors
Organic Impressions in Google Search Console
Increased referral traffic
Increased Social traffic
Increase social media impressions
Newsletter/blog subscriptions

64. ATTRIBUTION MODELS

65. ATTRIBUTION MODELS
An attribution model is the rule, or set of rules, that
determines how credit for sales, leads and conversions is
assigned to touchpoints in conversion paths.

66. ATTRIBUTION MODELS
There are 8 attribution models within Analytics and
whilst most work with the Last Interaction Model, it’s
not always the most effective.

67. ATTRIBUTION MODELS
Last Interaction

68. ATTRIBUTION MODELS
Last ‘Non Direct’ click

69. ATTRIBUTION MODELS
Last AdWords click

70. ATTRIBUTION MODELS
First Interaction

71. ATTRIBUTION MODELS
Linear

72. ATTRIBUTION MODELS
Time Decay

73. ATTRIBUTION MODELS
Position Based

74. ATTRIBUTION MODELS
Custom

75. COFFEE BREAK

76. NAVIGATING THE REPORTS

77. REAL TIME

78. REAL TIME OVERVIEW

79. AUDIENCE

80. • Demographics
• Geography
• Behaviour
• Technology
• Mobile
AUDIENCE OVERVIEW

81. AUDIENCE OVERVIEW

82. DEMOGRAPHICS

83. AUDIENCE INTERESTS

84. GEOGRAPHY

85. BROWSER

86. OPERATING SYSTEM

87. DEVICE

88. MOBILE DEVICE

89. BUILDING AN AUDIENCE

90. BENCHMARKING

91. BENCHMARKING

92. ACQUISITION

93. • Source/Medium vs. Channels
• Adwords
• SEO –Search Console
• Social
• Campaigns
ACQUISITION OVERVIEW

94. CHANNELS

95. SOURCE / MEDIUM

96. ADWORDS

97. SEARCH CONSOLE

98. SEARCH CONSOLE

99. URL Builder: https://support.google.com/analytics/answer/1033867?hl=en
CAMPAIGNS

100. BEHAVIOUR

101. • Site Content
• Site Speed
• Site Search
• Events
BEHAVIOUR OVERVIEW

102. BEHAVIOUR OVERVIEW

103. ALL PAGES

104. LANDING PAGES

105. EXIT PAGES

106. PAGE LOAD TIME

107. EVENTS

108. CONVERSIONS

109. • Goals
• Ecommerce
• Multi Touch Attribution
CONVERSIONS OVERVIEW

110. CONVERSION GOALS

111. CONVERSION GOALS

112. ECOMMERCE DATA

113. ECOMMERCE DATA

114. MULTI-TOUCH

115. GOOD TO KNOW

116. REPORTING OPTIONS & REFINEMENTS

117. REPORT VARIATIONS

118. CHANGE PRIMARY DIMENSION

119. SECONDARY DIMENSIONS

120. DASHBOARDS

121. SEGMENTS & CUSTOM SEGMENTS

122. FILTERS
DATA STUDIO

123. WHAT IS DATA STUDIO?
Google Data Studio turns your data into informative
dashboards and reports that are easy to read, easy to
share, and are fully customisable.

124. DATA STUDIO

125. FILTERS
TAG MANAGER

126. WHAT IS TAG MANAGER
GTM = Google Tag Manager
Google Tag Manager is exactly that – a tag
management tool.
It allows ‘non techies’ to add what would traditionally
be snippets of code on a website, as well as handle
many third party integrations in one place.

127. HOW DOES IT WORK?
Developer 2 weeks later…

128. HOW DOES IT WORK?
minutes later…

129. WHY IS IT USEFUL?
• Reduced reliance on developers
• Reduced page load times
• A way to quickly implement new tracking
• It can be used to track the previously untrackable
• Lots of easy to use third party integrations
• Nice clean UI, no need to look at or edit code for simple
tasks
• Simple User, Workspace & Version control
• Its Free!

130. INTEGRATIONS

131. FILTERS
GOOGLE OPTIMIZE

132. GOOGLE OPTIMIZE

133. Google Optimize offers AB testing, website testing &
personalisation tools for small & large enterprises to
help deliver engaging customer experiences.
SUMMARY

134. GOOGLE OPTIMIZE

135. SUMMARY

136. Google Analytics shows you how people found your
site, how they explored it, and how you can enhance
their visitor experience.
SUMMARY

137. ANY QUESTIONS?

138. THANK YOU