This document provides an in-depth overview of Google Analytics, covering its basic functions, metrics, and dimensions used to analyze website traffic and performance. It includes assessments, practical advice for setting up custom reports, and details on tracking user interactions. The final section emphasizes the importance of dashboards for monitoring key data points such as sessions, applications, and source performance.

1. Analytics knowledge session
6-3-2017 Antwerp
LET'S FIND THE
WHY BEHIND THE HIRE

2. 0. Introduction
1. Google analytics: The basics
1.1 Metrics vs Dimensions
1.2 Analytics interface
1.3 Possibilities (filters, events, utm tagging)
1.4 Good to know
2. Basics assessment (Questions about the analytics basics)
3. Data reports and how to use them
3.1 Where to start?
3.2 How to find what you’re looking for
4. questions
Agenda

3. CHAPTER
0 Introduction

4. ➡ Me
◆ Analytics specialist: Richard Jonkhof
◆ 6 years online marketing in recruitment
◆ Almost 3 years @ Endouble
➡ You?
Introduction

5. CHAPTER
1 Analytics basics

6. Google Analytics is a free Web analytics service that provides statistics and basic
analytical tools for site optimization and marketing purposes. Google Analytics tracks
visitors through your site and tracks the performance of your marketing campaigns.
Google Analytics

7. Dashboards and reports in analytics are divided into dimensions & metrics
➡ Dimensions describe characteristics of your users, their sessions and actions.
◆ The dimension City describes a characteristic of sessions and indicates the city,
for example, "Amsterdam" or "New York", from which each session originated.
➡ Metrics are quantitative measurements.
◆ The metric Sessions is the total number of sessions. The metric Pages/Session is
the average number of pages viewed per session.
Dimension & metrics

8. ➡ The tables in most Analytics reports organize dimension values into rows, and metrics
into columns.
➡ In most Analytics reports, you can change the dimension and/or add a
secondary dimension.
Dimension & metrics
DIMENSION METRIC METRIC
City Sessions Pages/Session
Amsterdam 6.000 3,74
New York 4.000 4,55
DIMENSION DIMENSION METRIC METRIC
City Browser Sessions Pages/Session
Amsterdam Chrome 3.500 3,60
Amsterdam Firefox 2.500 4,15

9. Google Analytics interface

10. Visits on the website at this time
Real time

11. Information about the visitors on the website
➡ New or returning?
➡ Mobile or desktop?
➡ Chrome or Firefox?
➡ Amsterdam or New York?
Audience

12. Information about how visitors reached your website
➡ What source delivers the most visits?
➡ What medium has the highest bounce rate?
➡ What campaign has the highest conversion rate?
Acquisition

13. Information about the pages visited and site interactions
➡ What pages were most viewed?
➡ What page was a visitors landing page?
➡ What page did most people leave the website?
Behavior

14. Information conversions on the website
➡ What is the conversion rate per goal?
➡ What step in the funnel had the most exits?
➡ What vacancy is most successful?
Conversions

15. Conversion funnel

16. User flow per dimension

17. Here you’re able to create and find
➡ Dashboards
➡ Custom reports
◆ Combine metrics and dimensions in your own reports
➡ Shortcuts
➡ More to come
Customisation

18. In order to get cleaner data and more insights you can:
➡ Use UTM tags to define source, medium and campaign
➡ Set filters to exclude data or rewrite dimensions
➡ Set goals and/or eCommerce
➡ Create dashboards and custom reports
➡ Add/create custom dimensions
➡ Create segments
Good to know

19. A session expires 30 mins after last interaction or when the source changes (except direct)
Good to know

20. ➡ Adding analytics to your website only measures pageviews
◆ Additional set up has to be configured (goals, filters etc.)
◆ Every change to a website you want to measure has to set up
➡ Goals can only be reached once per session
◆ eCommerce purchases can happen multiple times per session
➡ Filters will not change historic data
◆ Filters can be use to exclude traffic etc.
➡ Custom reports & private dashboards are per Analytics user (login)
Good to know

21. GOOGLE ANALYTICS 21

22. CHAPTER
2 Basics assessment

23. GOOGLE ANALYTICS
Question 1
Which of the following are metrics?
❏ Site Search Term
❏ Source
❏ Avg. Time on Page
❏ Conversion Rate

24. GOOGLE ANALYTICS
Which of the following are metrics?
❏ Site Search Term
❏ Source
√ Avg. Time on Page
√ Conversion Rate
Question 1

25. GOOGLE ANALYTICS
Which of the following are dimensions?
❏ Medium
❏ Event Category
❏ Bounce Rate
❏ City
Question 2

26. GOOGLE ANALYTICS
Which of the following are dimensions?
√ Medium
√ Event Category
❏ Bounce Rate
√ City
Question 2

27. GOOGLE ANALYTICS
By default, when does a user's session (or "visit") end according to Google Analytics?
❏ After 30 minutes, regardless of how active the user is on your website
❏ The session ends once the user opens another window in the browser
❏ The sessions ends once the user is inactive for 30 minutes or more
❏ Immediately when the user closes the browser
Question 3

28. GOOGLE ANALYTICS
By default, when does a user's session (or "visit") end according to Google Analytics?
❏ After 30 minutes, regardless of how active the user is on your website
❏ The session ends once the user opens another window in the browser
√ The sessions ends once the user is inactive for 30 minutes or more
❏ Immediately when the user closes the browser
Question 3

29. GOOGLE ANALYTICS
Which of the following traffic source / medium combinations would NOT be detected
by Google Analytics automatically and would require manual tagging for
customization?
❏ google / organic
❏ linkedin / jobpost
❏ direct / (none)
❏ bing.com / organic
Question 4

30. GOOGLE ANALYTICS
Which of the following traffic source / medium combinations would NOT be detected
by Google Analytics automatically and would require manual tagging for
customization?
❏ google / organic
√ linkedin / jobpost
❏ direct / (none)
❏ bing.com / organic
Question 4

31. GOOGLE ANALYTICS
What do you need to do to track interactions that happen within a page of your website,
like downloading a PDF, or clicking “social share’ buttons?
❏ Nothing. These interactions are automatically tracked by Google Analytics.
❏ Implement Event Tracking by code or in GTM for each interaction you want to
track.
❏ Adjust your account settings to indicate which interactions should be tracked.
❏ Use campaign link tagging to identify users who complete particular interactions
on your site.
Question 5

32. GOOGLE ANALYTICS
What do you need to do to track interactions that happen within a page of your website,
like downloading a PDF, or clicking “social share’ buttons?
❏ Nothing. These interactions are automatically tracked by Google Analytics.
√ Implement Event Tracking by code or in GTM for each interaction you want to
track.
❏ Adjust your account settings to indicate which interactions should be tracked.
❏ Use campaign link tagging to identify users who complete particular interactions
on your site.
Question 5

33. GOOGLE ANALYTICS
A user visits your website and subscribes to a job-alert, which you are tracking as a
Goal. The user's brother then immediately subscribes to the same job-alert using the
same computer and browser. How many conversions will be recorded in Google
Analytics?
❏ 0
❏ 1
❏ 2
Question 6

34. GOOGLE ANALYTICS
A user visits your website and subscribes to a job-alert, which you are tracking as a
Goal. The user's brother then immediately subscribes to the same job-alert using the
same computer and browser. How many conversions will be recorded in Google
Analytics?
❏ 0
√ 1
❏ 2
Question 6

35. GOOGLE ANALYTICS
Where can you find the amount of sessions coming from mobile devices?
❏ Audience
❏ Acquisitions
❏ Behavior
❏ Conversions
Question 7

36. GOOGLE ANALYTICS
Where can you find the amount of sessions coming from mobile devices?
√ Audience
❏ Acquisitions
❏ Behavior
❏ Conversions
Question 7

37. GOOGLE ANALYTICS
What needs to be done to measure the amount of applications per vacancy per source?
❏ Set a goal on the thank you page
❏ Set up eCommerce for your website
❏ Use campaign link tagging (utms)
❏ Create a custom report
Question 8

38. GOOGLE ANALYTICS
What needs to be done to measure the amount of applications per vacancy per source?
❏ Set a goal on the thank you page
√ Set up eCommerce for your website
❏ Use campaign link tagging (utms)
√ Create a custom report
Question 8

39. GOOGLE ANALYTICS
Which of the following are reasons to implement Ecommerce tracking in addition to
Goals?
❏ To see campaign or source lead to an application on a specific vacancy
❏ To monitorize job-alert subscriptions
❏ To track applications per department
❏ To measure the total amount of applications per user
Question 9

40. GOOGLE ANALYTICS
Which of the following are reasons to implement Ecommerce tracking in addition to
Goals?
√ To see campaign or source lead to an application on a specific vacancy
❏ To monitorize job-alert subscriptions
√ To track applications per department
√ To measure the total amount of applications per user
Question 9

41. GOOGLE ANALYTICS
Within a 30-day period a user visits your website first from a social media ad, then
from a banner ad and then from a paid search ad. On the final visit the user applies on a
vacancy. Which of the following statements are true about how the user's activity will
be reported?
❏ The social media ad will get all the credit for the conversion because it was the
first source that brought the user to your site.
❏ The social media ad and the banner ad will be given credit in the Multi-Channel
Funnels reports as "assisting interactions."
❏ In the Source/Medium report all three traffic sources will get credit for the
conversion.
❏ In the Source/Medium report only the paid search ad will get credit for the
conversion.
41
Question 10

42. GOOGLE ANALYTICS
Within a 30-day period a user visits your website first from a social media ad, then
from a banner ad and then from a paid search ad. On the final visit the user applies on a
vacancy. Which of the following statements are true about how the user's activity will
be reported?
❏ The social media ad will get all the credit for the conversion because it was the
first source that brought the user to your site.
√ The social media ad and the banner ad will be given credit in the Multi-Channel
Funnels reports as "assisting interactions."
❏ In the Source/Medium report all three traffic sources will get credit for the
conversion.
√ In the Source/Medium report only the paid search ad will get credit for the
conversion.
42
Question 10

43. GOOGLE ANALYTICS 43

44. CHAPTER
3 Data & reports

45. Lets go to analytics >>
Data reports & how to use them

46. CHAPTER
4 Final assessment

47. ➡ Creating a dashboard
Dashboard

48. ➡ Creating a dashboard
Dashboard

49. Dashboard

50. Create a private dashboard showing at least the following information:
➡ Total sessions
➡ Total applications
➡ Top 10 source / medium based on sessions and its conversion rates (eCommerce)
➡ Total applications by Google / Organic
➡ Top 10 vacancies based on applications
➡ Top 10 Google / Organic landing pages for Mobile incl bounce rate
Final assessment

51. Questions?
Richard Jonkhof
richard@endouble.com
+31 (0)20-240 0 248