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Google Analytics for Dummies


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Google Analytics for Dummies

  1. 1. Google  Analytics The Basics
  2. 2. The Rundown ➤  What is Google Analytics ➤  Why we measure? ➤  What to measure? ➤  Getting use to the Interface ➤  Understanding the Metrics ➤  Interpreting Reports ➤  How to track your campaigns
  3. 3. 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. The product is aimed at marketers as opposed to webmasters and technologists from which the industry of web analytics originally grew.
  4. 4. Universal Analytics Universal Analytics introduces a set of features that change the way data is collected and organized in your Google Analytics account, so you can get a better understanding of how users interact with your online content. •  Connect multiple devices, sessions, and engagement data with the User ID. •  Get a new and more flexible tracking code that lets you collect data from any digital device. •  Use simplified and more accessible configuration options. •  Create custom dimensions & custom metrics to collect data that's unique to your business. •  Collect deeper demographic data of your users.
  5. 5. What To Measure
  6. 6. Define Your Business Goals ➤ Why does your business have a website? ➤ What is its purpose or what problem does it solve for the business?
  7. 7. Goals By Business Model Sell  Products  Ecommerce   Contact  Info  for  Sales  Prospects  Lead  Genera7on   Show  Adver7sing  to  Visitors  Content  Publisher   Help  Customers  Solve  Problems  Support   Drive  Awareness  &  Engagement  Branding   Business  Objec7ve   Goal  
  8. 8. Defining Goals in Terms of Website Actions View  a  ‘Thank   you’  page   Sign  up  for  an   email  list   Download  a   whitepaper   Make  a   purchase   Listen  to  3   audio  tracks   All  of  these  ac7ons  are  “conversions”   For  example,  do  you  want  your  visitors  to…   $ü
  9. 9. Think About Micro Conversions Goals   There  is  value  here!   These  ac7ons  lead  to  your  future  conversions.  
  10. 10. Think About Micro Conversions Common Micro Conversions •  Share content via social media, •  Subscribe to newsletters, •  Watch video, •  Play games, •  Use calculators, •  Use payment estimators, •  Live chat, •  Customize product, •  View special content, •  Store locator, •  Property search. New  visitors   Micro  Conversions   Goal  Achieved   Keep  your  customers  returning  
  11. 11. Getting use to the Interface
  12. 12. Audience Acquisition Behaviour Conversions Getting use to the Interface
  13. 13. Audience The visitors overview is the default screen you’ll see when you view the report for any of your sites. This screen gives you the number of visitors, unique visitors, and pageviews (along with the average pages/visit). It also shows you the average time spent on your site, the bounce rate, and the percentage of new visits (a pie chart comparing new to returning visitors is also shown). Audience Metrics •  Demographics, •  Interests, •  Geo, •  Behaviour, •  Technology, •  Mobile
  14. 14. Acquisition The Acquisition tab shows you where your traffic is coming from tells you a lot about the strength of your SEO, your incoming links, and your AdWords and other advertising campaigns. It also shows you where your weaknesses are. Ideally, you want traffic coming from a variety of sources, so that your traffic isn’t tied to closely to a single source that’s beyond your control. Acquisition Metrics •  Organic, •  Direct, •  Referral, •  Social, •  Email
  15. 15. Behavior On the content overview page, the graph represents page views rather than visits, so you’ll notice the numbers used should be a lot larger than on the visits graph. One thing you’ll notice here is that both pageviews and unique pageviews are both shown. Behaviour Metrics •  Site Content, •  Site Speed, •  Site Search, •  Events, •  AdSense,
  16. 16. Conversions Conversions are broken down into two categories: goals and ecommerce. Goals are fairly easy to set up. You can have up to four sets of goals, each with five individual goals. This can be valuable for tracking different kinds of actions on your site (like length of time spent, reaching a specific page, or visiting a certain number of pages). Conversion Metrics •  Goals, •  Ecommerce, •  Multi-Channel Funnels, •  Attribution
  17. 17. Understanding Metrics
  18. 18. Pageviews, Visits & Visitors •  A pageview is counted every time a page on your site loads, •  A visit (or session) is a period of inteaction between a browser and a website. Closing the browser or staying inactive for 30 minutes ends the visit. •  A visitor is uniquely identified by a Google Analytics visitor Cookie.
  19. 19. Pageviews, Visits & Visitors – The Basics Visitors Visits Pageviews 1 1 3 Pageview Pageview Pageview Visitors Visits Pageviews 1 2 5 VISIT 1 VISIT 2 A   B   C   Pageview Pageview A   B  
  20. 20. Pageviews vs Unique Pageviews Pageviews 6 Unique Pageviews 3 Page A 3 1 Page C 2 1 Page B 1 1 Pageview Pageview VISIT A   C   Pageview Pageview B   C   Pageview Pageview C   A  
  21. 21. Time Metrics – Time on Page Time on Page is calculated by the timestamps of the page visit. 3:32:25 3:33:40 Time on Page = 1 minute and 15 seconds Time on Page = 0 seconds Equation: Page B Time – Page A Time = Time on Page A Exit   A   B  
  22. 22. Time Metrics – Time on Site Time on Site is calculated by the time on each page. 3:32:25 3:33:40 Time on Page = 1 minute and 15 seconds Time on Page = 1 minute and 10 seconds This visit had a time of 2 Minutes and 25 Seconds. Page A (01:15) + Page B (01:10) = Time of Visit (02:25) 3:34:50 Time on Page = 0 seconds Exit   A   B   C  
  23. 23. Traffic Sources Direct Traffic Visitor arrives directly There are a few misconceptions around what is treated as a direct visit. A direct visit can be attributed from a visitor: -  Typing the URL into the address bar, -  Visiting the site via a bookmark, -  Ctrl-clicking a link (manually opening a new window) -  Visiting from a HTTPS webpage, -  Visit from an email without a tracked link, -  Visits from shortened URLs -  Visits from a document Referral Traffic Visitor arrives via another site. Search Traffic Visitor arrives via a search engine
  24. 24. How To Track Your Campaigns
  25. 25. Link Tagging Link  tagging  is  the  process  of  adding  marke7ng  informa7on  to   the  URLs  in  your  marke7ng  material.   Tags   Meaning   Campaign   Name  of  your  campaign   Medium   The  channel   Source   More  informa7on  about  the  channel   Keyword   Keyword  from  search   Content   Ad  variant  
  26. 26. How The Tag Is Displayed In Your URL Example of tagged URL, within an Email Campaign Tag Query Parameter Campaign Utm_campaign Medium Utm_medium Source Utm_source Keyword Utm_term Content Utm_content utm_source=newsletter&utm_medium=email&utm_content=text&ut m_campaign=april2014
  27. 27. Event Tracking Events are user interactions with content that can be tracked independently from a web page or a screen load. _gaq.push([‘_trackEvent’, ’Category’, ’Action’, ’Opt Label’, Opt Value’])‘_trackEvent’ ’Category’ – the category that you want to show up, use something broad like external links, social links, images, videos, or form. ‘Action’ – This is the action that occurred; something the user did that you are tracking. For the ‘Action’ property use clicked, submissions, copy or whatever you are tracking from the user. ‘Optional Label’ – This is an optional field you don’t need anything, but when you start tracking a lot of stuff you want to be able to segment it out. For this property think of it like a specific category for example, facebook, box 2, or headline picture. Optional Value – This is a number value for the thing you are tracking. There is no need to put quotes around the numerical value because its a number.
  28. 28. Google Tag Manager Google Tag Manager lets you add or update your website tags and mobile applications, easily and for free, whenever you want, without bugging the IT folks.
  29. 29. End.