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Google Analytics
Jade Webster
2
Google Analytics
Macro & Micro Conversions
Goals
Conversion Funnels
Event Tracking
Virtual Page views
Custom Reports
Custom Dashboards
3
Google Analytics
Segments
UTM Tracking
Annotations
Ghosts & Referrer Spam
Custom Alerts
Content Grouping
Sharing Assets
Difference between Macro &
Micro Conversions
5
Macro & Micro Conversions
Before you can improved the effectiveness of your advertising and
marketing campaigns, you’ll need to track conversions.
Micro Conversions – Activities that
precede an application/purchase
Macro Conversions –
Applications/transactions
Which of the following
are macro conversions,
and which are micro?
7
Macro & Micro Conversions
Application form
Marketing Campaigns
Links
PDF’s
Videos
Pages
Contact form
Whitepaper downloads
Comments
Social Bookmarking
Call back request
8
Macro & Micro Conversions
Micro
Marketing Campaigns
Links
PDF’s
Videos
Pages
Whitepaper downloads
Comments
Social Bookmarking
Macro
Application Form
Contact Form
Links
Pages
Call back request
Event Tracking
10
Event Tracking
Anything you can click on a website, can be tracked, such as:
• PDF’s
• Video’s
• Outbound links
• Images
• Buttons
Behaviour > Events > Overview
11
Event Tracking
These can be labelled whatever you wish. At the moment this can be done
by our developers, but going forward, we should be able to add this in
ourselves using the new CMS platform.
Creating Goals
13
Creating Goals
Assign value:
• Source
• Time
• Page
• Category (engineering, science, etc)
• Device
• Browser
Conversion Funnels
Multi-channel conversions
Assisted conversions
Why create goals?
14
Creating Goals
https://support.google.com/analytics/answer/1032415?hl=en
Conversion Funnels
16
Conversion Funnels
https://blog.kissmetrics.com/ga-conversion-funnels-video/
Conversion funnels are important, because they show you where you
are losing conversions, and potentially where you need to
optimise your website to improve the conversion rate.
Conversion funnels are directly related to Goals. So make sure you have
a goal set up first.
17
Conversion Funnels
https://blog.kissmetrics.com/ga-conversion-funnels-video/
Required – means they can only enter the conversion funnel from the
first page/step
18
Conversion Funnels
https://blog.kissmetrics.com/ga-conversion-funnels-video/
19
Conversion Funnels
Event tracking cannot be added to a conversion funnel, so you will need to
create these as virtual page views instead.
Create 1 goal/conversion
funnel relevant to your
brand. In most cases it
will be the job application
process
21
Conversion Funnels
After this presentation:
Make a list of Macro Conversions
Make a list of Micro Conversions
Create Goals
Create Conversion Funnels
Break
Custom Reports
24
Custom Reports
Information you regularly need
Information you cannot get under ‘reporting’
Email alerts
Share reports to other colleagues
Easily download to PDF
25
Custom Reports
Here are some reports you might find interesting:
https://www.google.com/analytics/web/permalink?type=custom_report&uid=KisQj0PlRYy
mBJ_7uo0FHg
26
Custom Reports
Here are some reports you might find interesting – Non-branded keywords
https://www.google.com/analytics/web/permalink?uid=FnORhUguR52pLaPt3UXW6g
27
Custom Reports
Here are some reports you might find interesting: - referral sites
https://www.google.com/analytics/web/permalink?type=custom_report&uid=_VO0u5kgT
4mSfq1bt7iO_Q
28
Custom Reports
29
Custom Reports
30
Custom Reports
31
Custom Reports
32
Custom Reports
https://developers.google.com/analytics/devguides/reporting/core/dimsmets
33
Custom Reports
Here are some reports I have already created
34
Custom Reports – Job Applications
https://www.google.com/analytics/web/template?uid=it3zCfqIRIqL7V4fzAB0tA
35
Custom Reports – Demographics
https://www.google.com/analytics/web/template?uid=9osBkkZ7TV6ucaV4Tz9WzQ
36
Custom Reports – Monthly SEO Report
https://www.google.com/analytics/web/template?uid=aZENN181SViHrkMQMj7VrQ
37
Custom Reports – Intranet
https://www.google.com/analytics/web/template?uid=jfN1FZf8SYmTKSC_IX3ycA
Create 1 Custom report
relevant for your brand
Break
Custom Dashboards
41
Custom Dashboards
https://support.google.com/analytics/answer/1068218?hl=en
42
Custom Dashboards
Information you regularly need
Information you cannot get under ‘reporting’
Email alerts
Share reports to other colleagues
Easily download to PDF
https://support.google.com/analytics/answer/1068218?hl=en
43
Custom Dashboards
44
Custom Dashboards
45
Custom Dashboards - Performance
Here are some reports you might find interesting:
https://www.google.com/analytics/web/permalink?type=dashboard&uid=0pLYNL9eTO6E
busjAm12kQ
46
Custom Dashboards – Blogging
Here are some reports you might find interesting:
http://www.dashboardjunkie.com/getdashboard/50
47
Custom Dashboards – PPC
Here are some reports you might find interesting:
https://www.google.com/analytics/web/permalink?uid=sBjjBL7mSxmphPje-vTRIg
48
Custom Dashboards – Social Media
Here are some reports you might find interesting:
https://www.google.com/analytics/web/permalink?type=dashboard&uid=8R3_P2m-
QwmlUv_SVulUJA
Create 1 Custom
Dashboard relevant for
your brand
Segments
51
Segments
52
Segments
53
Segments
54
Segments
Break
UTM Tracking
57
UTM Tracking
Does not work in IE
Should be used as part
of marketing campaigns
Use on Facebook PPC
Annotations
59
Annotations
Custom Alerts
61
Custom Alerts
62
Custom Alerts
63
Custom Alerts – Examples
64
Custom Alerts – Examples
65
Custom Alerts – Examples
Content Grouping
67
Content Grouping
68
Content Grouping
69
Content Grouping
70
Content Grouping
Sharing Assets
72
Sharing Assets
73
Sharing Assets
74
Google Analytics
Macro & Micro Conversions
Goals
Conversion Funnels
Event Tracking
Virtual Page views
Custom Reports
Custom Dashboards
75
Google Analytics
Segments
UTM Tracking
Annotations
Ghosts & Referrer Spam
Custom Alerts
Content Grouping
Sharing Assets
Thank you

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