Google Analytics - Getting Started

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  • Rabbit hole: it’s incredibly easy to wander the corridors aimlessly looking at all the neat information and displays. GA is a tool that should be approached in an intentional manner.
  • Recommendation: create a Google account that’s not your personal email address. Something just for work.
  • Metric comparison timeline with options to display by the hour, day, week, or month. Useful when adjusting overall dates to different time frames.
  • Standard reports have a lot of useful information and displays. It’s always a good idea to poke around and see what kind of information is available.
  • Power feature: ability to produce comparison data against previous time periods. Very useful when layered with segments and filters.
  • So the GA reports will give you aggregate information about your traffic in any given timeframe(s), but segments give you specific information about what types of users are interacting with your site in various ways. Segments are how you discover your mobile users convert only 10% of the time versus desktop users converting 35% of the time. This tells you further investigation is needed. Why is the mobile conversion rate so much lower? You might also discover that mobile users convert higher dollar values, so then it becomes a revenue stream to correct the user experience issue leading to lower conversions.
  • Filters are used in widgets and segments to define the information to be displayed. They limit and modify the traffic data.
  • So I mentioned being intentional in your use of GA. Establishing goals for your website helps you do that because you can track goal completions within GA in context with user behaviors. Goal completions can be things like shopping cart checkouts or inquiry form submissions, or even things like video views.You can even assign value to your goals. It’s possible to tie shopping cart completion to GA goals in such a way as to track the cart total as a goal value. You can also establish a goal value for non-dynamic goal completions…such as every appointment scheduled is worth $75. This associates actual revenues with goal completions and makes reporting more real to your superiors.
  • Visitors and visits and conversion rate, oh my! More rabbit hole. Focus on what matters to your organization.Analytics is how we discovered a 1200% increase in the use of mobile devices from one year to the next. Prioritized mobile initiatives.
  • A/B testing
  • “I think the button should be 3x the size and neon purple.”
  • Google Analytics - Getting Started

    1. 1. GOOGLE ANALYTICS Hello rabbit hole.
    2. 2. getting started • You need a Google account. • google.com/analytics
    3. 3. setup 101 1. Tell Google about your site 2. Put the code in your pages or template files
    4. 4. ooh shiny!
    5. 5. ooh shiny!
    6. 6. ooh shiny!
    7. 7. CONTEXT …without it, data is just noise.
    8. 8. segments
    9. 9. filters
    10. 10. goals • Sales • Information • Inquiry collection • Advertising revenue • Appointment scheduling Your site goals should be tied to your business goals. KPI measure status against desired outcomes.
    11. 11. it’s the question that drives us • How is our campaign doing? • What search engines are sending visitors? • What geographic areas are we NOT marketing to that are still yielding traffic and/or conversions? • How many times do visitors come to our site before they complete a goal? • Are sales higher on certain devices? • What types of content are generating traffic? • What’s the ROI of social engagement?
    12. 12. custom dashboards • Create widgets for highly specific measurements • Apply and compare date ranges • Subject to segmentation • Provide context EXAMPLE: UMW KPI Dashboard
    13. 13. A/BTESTING …because the plural of anecdote is not data.
    14. 14. QUESTIONS? Shelley Keith tkeith@umw.edu

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