A Beginners Guide to Google Analytics
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The document provides an overview of web analytics, focusing on how to use Google Analytics to measure and optimize web usage. It covers essential concepts such as setting goals, tracking user interactions, and understanding traffic sources, along with a step-by-step guide on getting started with the platform. Additionally, it highlights the importance of analyzing visitor data to enhance marketing campaigns and user engagement.
A Beginners Guide to Google Analytics
- 2. Agenda • Understanding Web Analytics • Getting Started • The Interface • Goals & Tracking • Useful Links • Questions
- 3. Web Analytics — n computing The measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage. The purpose of analytics is to help you optimize your site, but also: - campaign support - usability insights - audience demographics - user engagement
- 4. Google Analytics - Free, hosted analytics tool that can help you create more effective sites and increase ROI on marketing campaigns
- 5. Google Analytics How are visitors using my site? • How can I make my marketing campaigns more effective and accountable? • Am I creating effective content? • Where and why are shoppers abandoning my shopping cart? • How do I improve site interaction?
- 6. Basic Navigation Account Controls 1.Account Home 2.Admin Settings 3.Account/Property Report Navigation 4.All Reports Data Inclusion Controls 5.Add Segments 6.Metric Group selector 7.Date selector 8.Primary dimension 9.Secondary dimension 10.Table filter Graph & Visualization Controls 11.Metric selector 12.Time graph 13.Graph selector Report Sharing & Customization 14.Report customizations 15.Save & share 16.Annotations Help Resources 17.User settings 18.In-Product Help
- 7. Key Terms •Goal: an action to measure which defines success such as newsletter sign up or donation • Conversion: a completed goal • Goal Conversion Rate: the percentage of visits which complete a goal •Traffic: the total number of visits to your site • Direct: users who access your site by typing in the URL or using a bookmark • Organic: users who access your site through unpaid search engine results • Paid: users who access your site through a paid advertisement (search, display) • Referral: users who access your site through a link on another website
- 8. Key Terms #2 •Impression: each time a link is displayed on the web •Click: an instance when a user follows a web link to your site •Visits: the amount of times your website is accessed • Visitor: the user who accesses your website • Unique Visitor: non-duplicate visitors to a site over a specific time period •Source: where referring traffic is coming from •Medium: the type of campaign traffic
- 9. How do I get started? #1 Go to: www.Google.com/Analytics
- 10. How do I get started? #2 Select “Sign Up”
- 11. How do I get started? #3 Provide account information
- 12. How do I get started? #4 Copy and paste provided tracking code and send to your website developer for implementation on every website page
- 13. #5 If you are implementing revenue tracking, make sure ecommerce is turned on.
- 14. #6 Create a filter to exclude the business’ IP address www.whatsmyip.org
- 15. Other setup features to think about before you get started … Linking Google AdWords and Google Webmaster Tools accounts
- 16. A Closer Look at Reporting Date Range Selector
- 21. Traffic by Device Type
- 23. Goal Examples 1 • Forms for Leads 2 • Contact Forms 3 • Newsletter Signups • Freemium or free trail account creation 4
- 24. 4 Types of Google Analytics Goals 1 • URLs 2 • Events 3 • Visit Duration 4 • Pages/Visit
- 25. You’re trying to capture leads with a form
- 26. After filling the form, people get sent to: Mybusiness.com/thank-you
- 27. How to set up a Goal:
- 28. How to set up a Goal #2:
- 29. What about goal values? We need to figure out how much each lead is worth.
- 30. How to calculate goal values for leads: • What’s your average sale? 1 • How many leads do you need for a sale? 2 • Divide the average sale by the number of leads 3
- 31. How to calculate goal values: 1 • Average Sale = £500 2 • Number of leads = 5 3 • Value of 1 lead = £100
- 32. What if it’s not easy to get these numbers? Don’t use goal values, leave it blank.
- 33. Looking for more detail? Blog.kissmetrics.com/critical-goal-types/
- 34. Quick Re-cap • Google Analytics is a Free & Powerful Tool. • Use it to sell more product and capture more leads by looking at: -Traffic Sources - Usability Insights - Audience Demographics - User Engagement • Set Goals and Measure Them!
- 35. After the Break • Custom Dashboards – SEO • Custom Dashboards – PPC • Goal Set Up Live Demonstration • Live Questions and Answers - You ask the questions, we show you how to do it on the big screen
- 36. FOLLOW US f t I Facebook facebook.com/boyddigitallive Twitter twitter.com/boyddigital Instagram instagram.com/boyddigital LinkedIn uk.linkedin.com/in/grantruxton Website: www.boyddigital.co.uk W I
- 37. Thank You! Slides available at: http://bit.ly/BDAnalytics
Editor's Notes
- #14: Sometimes ecommerce requires a little bit of extra code that needs to be implemented,
- #19: These reports show you what happened after people clicked on your ads and arrived at your site. Traffic, engagement metrics like time on site as well as revenue generated associated to the campaign, ad group, keyword Sessions: Total number of visits to your website. % of New Sessions: Percentage of new users landing on the website, i.e. positive to see a high percentage due to online growth New Users: Unique visitors landing on your website, i.e. positive to see a high percentage due to online growth Bounce Rate: The percentage of visits in which the visitor only views one page of your website before leaving, i.e. 30%-40%, anything lower is great Pages / Session: The average number of pages viewed during a session. Repeated views of a single page are counted, i.e. low pages per session could mean they got what they wanted or they couldn’t find what they needed so they left Avg. Session Duration: Avg. time spent by each session/visitor Transactions: The number of online reservations or bookings resulting from your website’s booking engine, i.e. online reservations Revenue: Total reservation revenue generated through your website’s booking engine.
- #22: The mobile reports allows you to understand your mobile users both on smartphones and tablet users so you can enhance your mobile strategy Use the mobile report to identify what types of devices are performing well for you in terms of traffic, new users, online reservations and online revenue Mobile = Smartphone Tablet = Tablets Desktops = Desktops Our clients are seeing increases in both mobile and tablets users which then impacts their online revenue This report will allow you to identify if smartphone users are having a positive experience on the website and/or if they are having a terrible experience which is negatively affecting the amount of revenue you could be generating from those visitors