These are the slides from my presentation at UXCamp16

1. Google Analytics
Fundamentals
Martijn van Vreeden - @martijnvv - mail@martijnvanvreeden.nl

2. Content
1. The Google Analytics platform
2. The Google Analytics datamodel
3. Google Analytics reports
4. Structure Google Analytics account

3. The Google Analytics
platform

4. 4 components of Google
Analytics platform
Collection
Processing
Configuration
Reports

5. 4 components of Google
Analytics platform
Collection
Processing
Configuration
Reports

6. Collection starts with a code snippet

7. The code is implement on all pages

8. On each “hit” data is being
sent to Google Analytics

9. Configuration and Processing
Processing makes sure that the information
collected with the codesnippet is being send to
your reports.
Collection
Processing
Configuration
Reports

10. Configuration and Processing
With the configuration we can filter data,
change timezones and manage other
configurations to ensure the correct data is
shown in our reports.
Collection
Processing
Configuration
Reports

11. Reports
In the reports we can find the collected that has
been processed and configured for reporting
and analysis.
Collection
Processing
Configuration
Reports

12. Quiz question!
1.How many components does
Google Analytics have?
A.2
B.3
C.4

13. Quiz question!
2. In which component can we setup
filters?
A.Collection
B.Configuration
C.Reports

14. “More info?
Check out this video

15. Google Analytics
datamodel

16. Datamodel Google Analytics
User Session Interaction
These are the three level that form
the basis of the Google Analytics
datamodel.

17. How does this work?
We have an unique user. We recognize the user, because he
uses an unique browser to visit our website.

18. How does this work?
The user goes to our website on three
different moments.

19. How does this work?
During each session the user visits multiple
pages (interactions).

20. How does this work?

21. Quiz question!
3. Can Google Analytics recognize if
you are visiting the website for the
first time, or that you are a returning
visitor?
A.Yes
B.No

22. Quiz Question!
4. Which of the following activities
are “hits” or interactions in Google
Analytics?
A.Transactions, pageviews
B.Downloads, visits
C.Events, Reservations

23. Reports in Google
Analytics

24. Metrics and dimensions

25. Metrics and dimensions

26. Metrics and dimensions

27. Mulitple dimensions are also possible!

28. Quiz Question!
5. Can you show multiple metrics for
1 dimension in your Google Analytics
report?
A.Yes
B.No

29. Quiz question!
6. The number of unique pageviews
are a...
A.Dimension
B.Metric

30. Resources
Article
▷Hits, sessions, metrics and
dimensions. How it all fits
Video
▷Key metrics and dimensions
explained

31. Structure of Google
Analytics account

32. The hierarchy
Account
View
Profile Profile
View View

33. How does this hierarchy work?
Each company has an accountAccount
Profile
View
Each activity or platform
has a profile
Each part of the platform
has a view

34. What views should you at least
have?
▷Unfiltered view (with all possible
data)
Only the “real” data:
▷Test view (this is where you test
changes to your configuration)
▷Masterview (this is where you run
your reports and analysis from)

35. Quiz question!
7. If you have two companies to run
Google Analytics for, what is the
minimum amount of views you should
create?
A.2
B.6
C.8

36. Quiz question!
8. Where do you create an
overview of the mobile data for
your responsive platform in Google
Analytics?
A.Account
B.Profile
C.View

37. Resources
Articles
▷Example account structures
▷Use hidden settings to make GA
even better
▷5 considerations when structuring
your accounts

38. Quiz results

39. The quiz results!
Question 1: C
Question 2: B
Question 3: A
Question 4: A
Question 5: A
Question 6: B
Question 7: B
Question 8: C

40. “
Bonusround!
Name as many of the great minds in
thinking mode that you have seen
on the previous slides

41. Here’s who you have met :)
Chimpansee G. W. Bush Fernando Alonso
Jon Stewart John Lennon Barack Obama
Martin Luther King Mark Rutte

42. Bonus resources

43. A few additional resources
▷ Fundamentals course (GA basics)
▷ GA IQ (certification)
▷ Tag Manager Fundamentals (GTM)
▷ Google Analytics Blog (new features)
▷ MeasureCamp Amsterdam (announced
soon!)
▷ Google Analytics help center
▷ Google Analytics Youtube channel
▷ Google Analytics developers
▷ Google Analytics demo account
▷ Google Analytics solutions gallery

44. … and some great articles
1. Tools and Tips for Debugging Google Analytics Like a Pro
2. Google Analytics: Using New ‘Enhanced Ecommerce’
3. ABC’s of Google Analytics
4. 3 Tools to Ensure Your Analytics Implementation Is
Running Smoothly
5. 7 Google Analytics Dashboards for Small Business Owners
6. 11 Google Analytics Metrics Bloggers Should Track
7. Google Analytics Set-up Checklist for Ecommerce
8. 5 Ways To Use Google Analytics for Your UX Research
9. The Complete Digital Analytics Ecosystem: How To Win
Big
10.Simplify your Google Analytics Reporting with Add-ons for
Google Sheets
11.7 Things to Consider for Google Analytics Friendly
Website Development
12.Measuring Intent With Google Analytics

45. Want to learn more?
Contact me:
mail@martijnvanvreeden.nl
06-18315165
@martijnvv