When Google Analytics comes across as overwhelming and you experience fear of learning something new, this talk might be just what you need.

1. How to overcome
your Google Analytics fear

2. Annelieke van den Berg
annelieke@yoast.com

3. yoast.com

4. • Intern
• SEO Consultant
• CMO
• now: Lead of the research department
• Common thread: Google Analytics
Long history at Yoast

5. • Intern
• SEO Consultant
• CMO
• now: Lead of the research department
• Common thread: Google Analytics
Long history at Yoast

6. Tried to learn Google Analytics

7. Develop my skills

8. Fear of failure

9. Procrastination

10. Perfectionism

11. If you don’t start
You can’t fail, right?

12. Pressure to perform

13. Be honest

14. Asked for help

15. Wrote blog posts

16. Felt less pressure

17. How I found fun with Google Analytics?

18. Google is your best friend

19. Watch videos

20. • YouTube: Measureschool
• https://www.lunametrics.com
• https://www.kaushik.net
Find an information source

21. Play zone!!!!

22. Goal 1: Get to know Google Analytics

23. Find your way

24. Find your way

25. Google Analytics is trying to help you

26. Google Analytics helps you

27. Google Analytics helps you

28. • Real-Time: What’s happening right now?
• Audience: characteristics of your visitors
• Acquisition: Where do your visitors come from?
• Behavior: What are they looking at?
• Conversions: Are they meeting your goals?
https://analytics.google.com/analytics/web/?
pli=1#report/visitors-overview/
Find your way

29. Where was I now?

30. Where was I now?

31. Goal 2: Learn how to customize reports

32. Keep it simple, don’t take detours

33. Search bar

34. Search bar

35. Search bar

36. Secondary dimension

37. Secondary dimension

38. Secondary dimension

39. I found segments!!!

40. Segments

41. Segments

42. Segments

43. Segments

44. Segments

45. Segments

46. I was learning Google Analytics
without knowing how to code

47. • Goals & events
• Custom dimensions and variables
• Google Tag Manager
Of course: there’s advanced stuff

48. My status: reached my goals

49. I’ve found fun!!

50. Still, there are
challenges

51. From reporting to analyzing

52. • Can track everything on your site
• Tons of data
• What do standard reports say?
Analyzing is hard

53. Current goal: analyze

54. Get insights

55. • Question
• Hypothesis
• Analyze
• Conclusions
• Share with colleagues
Analyzing is hard

56. I found fun in Google Analytics!

57. I found fun in Google Analytics!

58. I want to challenge you

59. • Click on everything
• Ask yourself questions like:
• Do my SEO efforts pay off?
• How can I optimize my site for SEO even
further?
Play with Google Analytics

60. Thank you! Any questions?