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. 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. 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.
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. 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. 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. Think About Micro Conversions
Goals
There
is
value
here!
These
ac7ons
lead
to
your
future
conversions.
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
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. 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. 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. 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
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. 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. 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. 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. 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. 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
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. 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
http://www.cheproximity.com.au/?
utm_source=newsletter&utm_medium=email&utm_content=text&ut
m_campaign=april2014
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. 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.
This gives you a good, high-level overview of how your site is doing. High pages/visit, high average time on your site, and a low bounce rate give you an idea of how useful visitors are finding your site once they arrive.
For example, if 80% of your traffic comes from organic Google results, and suddenly Google changes their algorithm and your site ends up on page 10 instead of the top of page 1, you’ll see a huge drop in traffic. But if only 40% of your traffic is coming from the same source, it’s easier to compensate (in this case you might increase your AdWords spending to compensate for a lack of presence in organic results).
There are four different kinds of goals. Some are simply pages on your site you want visitors to reach. This could be a thank you page after someone has placed an order or signed up. It could be a particular product page. Or it could be something like your contact page or a request for information. You can also set a goal for a length of time spent on your site, the number of pages/visit, or an event.
