1. Google Analytics 101
Bertrand Tay
bit.ly/clicktruega

2. Google Confidential and Proprietary 2

3. Background
UI Overview
• The mobile internet is today’s main driver of growth in time
- Find online. way around Google Analytics
spent your
• Its rapid adaptation by consumers will offer opportunities to
establish significant revenue streams.
• Gaining deep insight into usage patterns
provides the base and starting point of offering
products, services as well as information satisfying
true customer demands.

4. Initial Screen
When you first login to your Google Analytics account, you’ll see a screen
similar to the one below. In this screenshot, the user has access to 5 Google
Analytics accounts and 6 profiles. Click on the name of the profile you would
like to access.
You can also toggle to your other Analytics accounts using the drop-down menu
at the top right of the page.
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5. Report Interface
Upon clicking on a Profile, you’ll be taken to the Visitors Overview Report.
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6. Report Structure
• Visitors
- Visitor information such as loyal, language, and location
• Advertising
- AdWords Campaign reports and performance
• Traffic Sources
- Natural and paid sources of traffic
• Content
- Pages viewed
• Conversions
- Goal conversion rates and goal paths
- Ecommerce tracking, visitor loyalty, revenue sources and product specific
information
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7. Categories
Google Analytics has over 80 reports to help you gauge your site's
performance
1. Visitors
This section provides information on visitor interaction with your site, the
type of visitors, and information about how they are viewing your site.
2. Traffic Sources
Find out how different offline or online sources sent traffic to your site. View
which sources are driving the most traffic to your site and spot trends from
the provided graphs and charts.
3. Content
These reports are all about the pages in your site and how visitors
interacted with each one. Use the data here to find time on page, landing
and exit page information, and a navigation summary for pages.
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8. Categories
4. Goals
If you've set goals for your Analytics account, then you should see data in
these reports.
5. Ecommerce
For Ecommerce site owners, these reports give extremely helpful
information on the revenue, transaction, and ecommerce activity on a site.
There's a whole section on product performance to view your top-selling
product, right down to the SKU number.
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9. Setting The Report Date
To change your date range, click the arrow next to the active date range
displayed at the upper right of all reports.
You can then use the calendar to select a new date range.
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10. Comparing Date Range
You can also select a date range to compare to the current selected date
range. You should use a comparison date range to see how your site is
performing month over month, year over year or even from one day to
another.
The date range and comparison date ranges you select will apply to all your
reports and graphs. You can also change your date range selection by Day,
Week or Month in the Date Range dropdown menu.
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11. Scorecards
• Nearly every report contains a short narrative that summarizes the traffic
that’s included in the report.
• The scorecard provides metric aggregates and averages for the traffic.
• Each box in the scorecard contains a question mark button. Hovering your
mouse over it opens a small window that explains how the metric is
calculated.
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12. Report Tabs
Most reports provide tabs that show different sets of data.
• The Site Usage tab shows metrics such as the number of pages viewed per visit, the
average time on site, and the bounce rate.
• The Goal Conversion tab (if goals have been set) shows the conversion rates for
each of your goals.
• The Ecommerce tab shows you metrics such as Ecommerce revenue, number of
transactions, and average value.
• The AdWords Campaigns reports have an additional tab called Clicks. This tab
contains AdWords related metrics such as clicks, cost, revenue per click and ROI.
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13. Search Function
The search box helps you filter out relevant data.
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14. Dashboard
• The dashboard is where you put all the summary information about your site
that you want to see at a glance.
• To add a report to the dashboard, click on the +ADD WIDGET button.
• Position the report summaries however you like and delete the ones you
don't need.
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15. Google Confidential and Proprietary 15

16. Where Are We Today…and Where Are We
Going?
Today
$ Digital Media
Non-Digital Media
1995 2007 2050?
1
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17. Why Is Your Business Online?
• Why does your website exist?
• What are you hoping to accomplish for your business by being on the web?
• What are the three most important priorities for your website?
• What are your desirable outcomes?
Clarity is very important – prevents wallowing in data.
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18. Agenda
1 Business Objectives & Goals
2 Improve Your Reach & Impact
3 Know What People Like & Want
4 Q&A
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19. Background & Goals
Business Objectives
• The mobile internet is today’s main driver of growth in time
- Identifying Business Objectives
spent online.
• Its rapid adaptation by consumers will offer opportunities to
establish significant revenue streams.
• Gaining deep insight into usage patterns
provides the base and starting point of offering
products, services as well as information satisfying
true customer demands.

20. Business Objectives Should Be DUMB
• Doable – Easily actionable
• Understandable – Simple to understand
• Manageable – Plan your resources wisely
• Beneficial – Beneficial to company, customers, stockholders
Make sure your Business Objectives fit the above criteria
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21. KPIs in Google Analytics = METRICS
In Google Analytics, a KPI is a metric that helps you understand how you are
doing against your objectives.
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22. Business Objective Example 1
Objective: Increase profitability for online booking
Goal: Sell more rooms
Not a good KPI: Time-on-site, Pages/Visit
Great KPI: Average Order Value, Cost-Per-Transaction,
Target: 10% increase in average order value, 5% decrease in cost-per
transaction
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23. Business Objective Example 2
Objective: Profitable Web Newspaper
Goal: Engaged Visitors
Not a good KPI: Daily Unique Visitors
Great KPI: Visitor Loyalty, number of ads clicked
Target: 70% Returning Visitors, 1% of impressions
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24. Business Objectives & Goals
Background
- Goals In Google Analytics
• The mobile internet is today’s main driver of growth in time
- Setting Up Goals
spent online.
• Its rapid adaptation by consumers will offer opportunities to
establish significant revenue streams.
• Gaining deep insight into usage patterns
provides the base and starting point of offering
products, services as well as information satisfying
true customer demands.

25. Goal Overview
Goal Overview Page: SPHM Micro and macro goals
Setting up Goals
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26. Setting Up Goals
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27. Agenda
1 Business Objectives & Goals
2 Improve Your Reach & Impact
3 Know What People Like & Want
4 Q&A
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28. Improve Your Reach & Impact
Background
- Measure and improve your online marketing efforts
• The mobile internet is today’s main driver of growth in time
with Google Analytics.
spent online.
• Its rapid adaptation by consumers will offer opportunities to
establish significant revenue streams.
• Gaining deep insight into usage patterns
provides the base and starting point of offering
products, services as well as information satisfying
true customer demands.

29. How
can
I
compare
my
various
online
marke.ng
efforts
against
common
metrics?
How
can
I
see
how
ad
content
and
keywords
influence
visit
quality?
How
can
I
make
my
marke.ng
campaigns
more
effec.ve
&
accountable?
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30. See
all
post-­‐click
performance
in
one
place
Tight
integra+on
with
AdWords
reveals
more
data
than
any
other
tool.
Now
I
know
my
ROI
and
the
effec+veness
of
my
adver+sing
efforts..
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31. Background & Impact
Improve Your Reach
• The mobile internet is today’s main driver of growth in time
- Analysing campaigns and how to tag them
spent online.
• Its rapid adaptation by consumers will offer opportunities to
establish significant revenue streams.
• Gaining deep insight into usage patterns
provides the base and starting point of offering
products, services as well as information satisfying
true customer demands.

32. Campaign
Measurement
in
Google
Analy+cs
1. Campaign measurement is performed by adding tags to
your destination URLs
2. Without a tag, all visitors appear to come through
organic , referral , or direct
3. All campaigns need to be tagged in order to be tracked
in Google Analytics
Individual
URL
Builder:
Bulk
URL
Builder:
hJp://goo.gl/4LiMV
hJp://goo.gl/MiytW
(or
search
Google
for
analy.cs
url
builder )
(Google
Docs
Spreadsheet)
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33. Analyzing Campaigns
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34. Analyzing Campaigns
Comparing conversion performance
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35. Analyzing Campaigns
Drilling into campaigns
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36. Background & Impact
Improve Your Reach
• The mobile internet is today’s main driver of growth in time
- The New Multi-Channel Funnels
spent online.
• Its rapid adaptation by consumers will offer opportunities to
establish significant revenue streams.
• Gaining deep insight into usage patterns
provides the base and starting point of offering
products, services as well as information satisfying
true customer demands.

37. MCF Demo
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38. Improve Your Reach & Impact
Background
- How we optimised a client’s AdWords campaign
• The mobile internet is today’s main driver of growth in time
and increased conversions by 114%
spent online.
• Its rapid adaptation by consumers will offer opportunities to
establish significant revenue streams.
• Gaining deep insight into usage patterns
provides the base and starting point of offering
products, services as well as information satisfying
true customer demands.

39. Problem: Non real-time analysis
Sign-ups via 1 month
enquiry form delay
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40. Solution: Integrating Google AdWords and
Google Analytics
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41. Step 1 – Linking AdWords + Google Analytics
Link the Google AdWords account to the Google Analytics account
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42. Step 2 - Define goals within Google Analytics
We defined a goal in their Google Analytics account as visitors who arrived
at a “Thank You” page after submitting their contact details.
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43. Step 3: Taking action by optimising keywords
• No longer just about clicks and cost-per-click
For example, when we first ran the campaign, the keyword “CCTV”
generated the most number of clicks. We needed to find out if this keyword
was effective in producing qualified leads.
On closer inspection, we saw that the keyword “CCTV” was performing
poorly in terms of bounce rate and conversion rate.
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44. Step 3: Taking action by optimising keywords
To help optimise the performance of this keyword, we analysed the actual
search query used by visitors that contributed to goal conversions. For
example, visitors who searched for “CCTV Singapore” and clicked on the
client’s ads were more likely to sign-up and convert.
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45. Step 3: Taking action by optimising keywords
Through the use of better defined keywords, such as with appropriate
keyword matching, we obtained:
Conversion Rate – increase from 1.55% to a range of 1.96% to 25% and a
corresponding increase in ROI of at least 66%.
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46. Your Valuable Takeaways
• Setting goals allows us to measure site performance and understand
whether we are being successful or where we need to improve.
• Linking AdWords and Google Analytics accounts allows us to assess paid
traffic performance in terms of bounce rates and conversion rates.
• Analyse your Google Analytics data on a regular basis and take immediate
actions to experience real-time gains.
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47. Agenda
1 Business Objectives & Goals
2 Improve Your Reach & Impact
3 Know What People Like & Want
4 Q&A
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48. Know What People Like & Want
Background
- Understanding the importance of segmenting your
• The mobile internet is today’s main driver of growth in time
data online.
spent
• Its rapid adaptation by consumers will offer opportunities to
establish significant revenue streams.
• Gaining deep insight into usage patterns
provides the base and starting point of offering
products, services as well as information satisfying
true customer demands.

49. We Are Different
• Averages give you average data.
• Aggregate data does not provide sufficient insights. Segmentation
overcomes this problem.
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50. Segments
• Advanced segmenting allows you to see a particular portion of your site’s
traffic in Google Analytics.
• Allows you to analyse reports based on a certain set of visitor attributes.
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51. Conversion Overview Page With Advanced
Segments
[SlideContent]
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52. Segmenting Is Easy With Google Analytics
Default Segments + Custom Segments
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53. Setting Up A Custom Segment
4 easy steps.
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54. BackgroundLike & Want
Know What People
• The mobile internet is today’s main driver of growth in time
- Let’sonline.social!
spent get
• Its rapid adaptation by consumers will offer opportunities to
establish significant revenue streams.
• Gaining deep insight into usage patterns
provides the base and starting point of offering
products, services as well as information satisfying
true customer demands.

55. Social Engagement
Like, +1, and Retweet buttons have become commonplace on websites. Are
you measuring how effective social engagement is on your site?
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56. Social Engagement Report
The Social Engagement report lets you see how site behavior changes for
visits that include clicks on +1 buttons or other social actions. This allows
you to determine, for example, whether people who +1 your pages during a
visit are likely to spend more time on your site than people who don’t.
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57. Social Actions Report
Analyse the number of social actions (+1 clicks, Tweets, etc)
taken on your site, all in one place.
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58. Social Pages Report
Find out which content visitors engaged with the most.
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59. BackgroundLike & Want
Know What People
• The mobile internet is today’s main driver of growth in time
- Understanding Mobile users
spent online.
• Its rapid adaptation by consumers will offer opportunities to
establish significant revenue streams.
• Gaining deep insight into usage patterns
provides the base and starting point of offering
products, services as well as information satisfying
true customer demands.

60. Mobile Reports
The Mobile Overview report shows the simple breakdown
between mobile traffic and non-mobile traffic.
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61. Mobile Overview Report
Although mobile conversion numbers are usually lower than
traditional computers, they can no longer be ignored.
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62. Mobile Device Report
The Mobile Device Report provides information about the various mobile
devices that visit your site.
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63. Mobile Operating System
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64. Agenda
1 Business Objectives & Goals
2 Improve Your Reach & Impact
3 Know What People Like & Want
4 Q&A
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65. Questions?
bit.ly/clicktruega

66. clickTRUE’s Google Analytics
Background
Training Solution
• The mobile internet is today’s main driver of growth in time
- Tailored hands-on consultation
spent online.
• Its rapid adaptation by consumers will offer opportunities to
establish significant revenue streams.
• Gaining deep insight into usage patterns
provides the base and starting point of offering
products, services as well as information satisfying
true customer demands.

67. The Process
1. Think-tank 2. Crafting and 3. Interactive
Session Grafting Training Session
• Understand client s • Create GA Account • Provide insights and
problems and tailored solutions
objectives • Studying existing GA
Data (if any) • Provide hands-on
• Site Audit training for staff
• Relevant handouts
• Cultivate a Google
• Formulate a custom Analytics Culture
training session
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68. Interested?
bit.ly/clicktruega
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