![<script>
(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){
(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),
m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)
})(window,document,'script','https://www.google-analytics.com/analytics.js','ga');
ga('create', 'UA-XXXXXXX-2', 'auto');
ga('send', 'pageview');
</script>
Property - Tracking Code
JavaScript snippet used for account verification and the collection of user browsing data.
Needs to enabled on every page of the website as high as possible
Enable a ‘tracker’ for that session upon execution
Can be modified to collect additional information. (e.g. demographic, cross domain linking, custom
dimensions
Also come with a <noscript> tag for javascript disabled browsers.](https://image.slidesharecdn.com/googleanalyticstraining-191211073305/85/Google-Analytics-Fundamentals-6-320.jpg)
Google Analytics Fundamentals
- 2. Topics ● Introduction (20 mins) a. Account Setup (5 mins) b. Tracking Code (5 mins) c. Data Processing (5 mins) d. Configuration Settings (5 mins) ● Reporting ( 1 hour 40 mins) a. Metrics & Dimensions (20 mins) b. Scoping (10 mins) c. User Interface (30 mins) d. Channel Grouping - UTMs (15 mins) e. Page & Event Report (15 mins) f. Goals (10 mins) ● Debugging (10 mins) ● Features (1 hour) a. Graph Plotting & Advance Filters (5 mins) b. Segments (10 mins) c. Custom Reports (10 mins) d. Custom Dimensions (10 mins) e. Real Time Reports (5 mins) f. Custom Tables (10 mins) ● Tag Manager Introduction (30 mins) ● Q&A (20 mins)
- 3. Introduction
- 4. Introduction What is Google Analytics? A Google product your web developer can install on your website to collect users data (not PII) from your website. The data is then used to gather insights into how visitors are using your website .
- 5. Account Setup Organization Account Property View An organization represents a company, and lets you access your company’s product accounts (e.g., Analytics, Tag Manager, Optimize) An account is your access point for Analytics, and the top-most level of organization. One or more Analytics accounts can belong to an organization. A property is a website, mobile application, or device A view is your access point for reports; a defined view of data from a property.
- 6. <script> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,'script','https://www.google-analytics.com/analytics.js','ga'); ga('create', 'UA-XXXXXXX-2', 'auto'); ga('send', 'pageview'); </script> Property - Tracking Code JavaScript snippet used for account verification and the collection of user browsing data. Needs to enabled on every page of the website as high as possible Enable a ‘tracker’ for that session upon execution Can be modified to collect additional information. (e.g. demographic, cross domain linking, custom dimensions Also come with a <noscript> tag for javascript disabled browsers.
- 7. Data Processing Data is collected through a image request (beacon) sent to the GA server It is configured with various filters & modification rules (explained later) Then it is processed to form meaningful tables with appropriate dimensions and metrics After processing, it is available in the GA UI for reporting purpose. ➽ No Personal Information is collected through beacon https://www.google- analytics.com/collect?v=1&_v=j63d&a=839866892&t=timing&_s=2&dl =https%3A%2F%2example.com%2F&ul=en-us&de=UTF- 8&dt=example%20-%20Global%20Page&sd=24- bit&sr=1920x1080&vp=1920x653&je=0&plt=5580&pdt=2&dns=0&rr t=1&srt=3412&tcp=0&dit=3984&clt=3984&_u=QCCACEABJ~&jid=&g jid=&cid=1609202597.1503049672&tid=UA-xxxxxx- 2&_gid=1174415076.1506315474>m=GTM-xxxxx&z=10xxxx1 Configuration Processing Collection Reporting
- 8. Configuration settings while processing will permanently include, exclude or change your data Filters: Include: Country, Domain, Sub-Domain Exclude: IP of vendors and employees Change: lowercase campaign names Cross Domain Tracking: Change: how the sessions will be counted for a user coming from different domain Configuration Settings Customer data into report view Employee data out Customers Employees
- 9. Reporting
- 10. Dimensions Qualitative measurement of your data e.g: dimension City indicates the city, “Paris”,”New York”, from which session originated Dimension Page indicates the URL that is viewed Dimensions & Metrics Metrics Quantitative measurement of your data e.g: metric Users tells us the number of visitors on your website Pageviews gives us how many times webpages have been viewed
- 11. Why understand scoping? Not every metric can be combined with every dimension. Each dimension and metric has a scope. In most cases, it only makes sense to combine dimensions and metrics that share the same scope These dimensions and metrics are kept separate from one another due to the way data is defined and collected in Google Analytics Scoping Scope is a characteristic/persisting behavior of each dimension and metric and each dimension or metric can only have one scope. GA data is organized into 3 scope-types: 1. Hit data 2. Session data 3. User data User Sessions Hits
- 12. Hit Level Scope A hit is defined as any single action on a website such as a page view or an event triggered by watching a video or downloading a pdf. Hits can also have products associated with them. Session Level Scope A session is defined as one or more hits within a certain time frame. One person’s actions on your site during a single browsing session, the pages they load, the files they download, are all connected into one session. User Level Scope A user is the highest level of data collected, and is the crucial piece that connects previous and future web behavior. Specifically, Google Analytics stores a client ID in a cookie for each user that visits your site, and then joins together all of the sessions with the same client ID Scoping contd.
- 13. User Interface
- 14. UI - Audience Overview Report Understand Each Metric: Users Identified by Client ID stored in cookie No matter how many times a user come to your website, it will be considered as 1 for the selected duration Hence, not an additive metric (across different duration) ➽ New User + Returning Users != Total Users
- 15. UI - Audience Overview Report Understand Each Metric: Sessions Identified by visitID. A session originate whenever first hit to GA server is going from your first website. It’s a group of interactions that take place on your website within a given time frame ➽ Expiration Criteria: ● 30 mins of inactivity (no hit to GA server) ● Source/Medium/Campaign/Keyword value change ● Midnight - 11:59:59 PM ● Closing the browser ● Domain Change
- 16. UI - Audience Overview Report Understand Each Metric: Pageviews No. of time a page loads and execute the GA script on browser (including reloads) A unique pageview for a page is actually number of sessions in which that page is being viewed one or more times
- 17. UI - Audience Overview Report Understand Each Metric: Avg. Session Duration Time spent on your website during a session collected by monitoring the timestamps of first and last hit to GA server. ➽ quite inappropriate information as explained below: Session Duration = 10:05 - 10:00 = 5Mins *Not considering the time spent on D page before leaving 10:00 10:02 10:03 10:05 Exit A B C D Spent 2 Mins here
- 18. UI - Audience Overview Report Understand Each Metric: Bounce Rate Single hit (server call to GA server) sessions are considered as Bounce Bounce Rate = Bounces/Sessions Not associated only to Pageview & not at all with time spent
- 19. UI - Channel Report Channel Grouping Categorization based on values of source and medium stored in cookie at the time of session start Can be overridden by UTM Parameters ➽ Do not track internal campaigns with utm parameters as it originate a new session every time
- 20. UI - Channel Report Channel Groups Definition Direct: Source exactly matches direct AND Medium exactly matches (not set) OR Medium exactly matches (none) Organic Search: Medium exactly matches organic Referral: Medium exactly matches referral Social: Social Source Referral exactly matches Yes OR Medium matches regex ^(social|social- network|social-media|sm|social network|social media)$ Email: Medium exactly matches email
- 21. UI - Channel Report Channel Groups Definition Paid Search: Medium matches regex ^(cpc|ppc|paidsearch)$ AND Ad Distribution Network does not exactly match Content Affiliate: Medium exactly matches affiliate Display: Medium matches regex ^(display|cpm|banner)$ OR Ad Distribution Network exactly matches Content Other Advertising: Medium matches regex ^(cpv|cpa|cpp|content-text)$ (Other): Session doesn’t match any description
- 22. UI - All Page Report GA shows page path by default ● ga('send','pageview'); //defalt ● ga('send','pageview','/index.cms'); //passing page path Can be modified using filters in admin section Perform “regex” search for pages L1,L2.. Indicates page path level which provides categorical performance of the website under content drilldown report https:// timesofindia.indiatimes.com /india/sc-verdict-on-electoral-bonds/liveblog/68842711.cms Protocol Hostname Pagepath L1 L2 L3 L4
- 23. UI - Event Report All interactive activities on the website can be tracked through events e.g form submission, button clicks, video views etc. ● ga('send','event','Event Category','Event Action','Event Label','Event Value'); ● ga('send','event','Event Category','Event Action','Event Label',,'Event Value',{‘nonInteraction’: 1}); By setting nonInteraction=True, all the session scoped metrics are no longer affected by the event ➽ The first 20 event hits sent to Analytics are processed immediately, thereafter processing is rate-limited to two event hits per second. A maximum of 500 hits per session are processed.
- 24. Goals measure how well your site or app fulfills your target objectives. A goal represents a completed activity, called a conversion, that contributes to the success of your business 4 Type of Goals can be set for each view ● Destination Type ● Events ● Pages/Session ● Session Duration ➽ Funnel (conversion path) can be setup for Destination type goal only UI - Goal Report
- 25. Useful Features
- 26. Graph Plotting and Filters Graph Plotting Useful in analysing the trends of at-most (6+overall) dimension values at once Advance Filter Can be used to search and analyse specific dimension values Secondary Dimension Analyse two dimensions within a single report
- 27. Segment Segments let you isolate and analyze subsets of your dataset so you can examine and respond to the component trends in your business Can be applied for any scope ● Hit ● Session ● Users ➽ With user-based(individual/group) segments, you can apply a maximum date range of 90 days to your reports. For that 90 days, Analytics reports on only the first 1000 sessions for each user. ➽ When you include user- and session-based rules in the same filter, those are joined with AND logic. Data is included when it meets both conditions.
- 28. Custom Report A custom report is a report that you create. You pick the dimensions and metrics and decide how they should be displayed You have the control, to some extent, of mixing the dimensions and metrics of different scope. But it can show unexpected numbers, hence read the report wisely.
- 29. Custom Dimension A custom dimension is a regular dimension except you create it to track the things GA doesn’t track automatically. ● ga('set', 'dimension6', dimensionValue) Mandatory to provide a scope with every dimension which will define the behaviour and collection of the dimension ➽ Once created, Custom dimensions cannot be deleted, but you can disable them ➽ Available for reporting as Secondary Dimension in regular reports or in Custom Reports ➽ few e.g Author Name, Login Status, User ID, Client ID, Page Tag etc..
- 30. Scoping: Hit: When a custom dimension has hit-level scope, the value is applied only to the hit with which the value was set. BA Custom Dimension Contd. Index 1 Value: A ASession 1 Index 1 Value: A Session 1 Index 1 Value: B A Hit
- 31. Scoping: Session: When two values with session scope are set at the same index in a session, the last value set gets precedence and is applied to all hits in that session. AA A Custom Dimension Contd. Index 1 Value: A A ASession 1 Session 1 A Hit B BB BSession 1 Index 1 Value: B
- 32. Scoping: User: If two user-scoped custom dimension values are set within the same session, the last value set gets precedence for the current session, and is applied to future sessions for that user. AA A Custom Dimension Contd. Session 1 Session 2 A Hit A AA ASession 3 Index 1 Value: A
- 33. Real-Time allows you to monitor activity as it happens on your site. The reports are updated continuously and each hit is reported seconds after it occurs. ➽ Non Interactive hits doesn’t appear in Active Users section, however you can see the hits in 30 min list. Real Time Report
- 34. A custom table provides you the unsampled data for the specified combination of dimensions and metrics on daily basis. ➽ Once created, Custom Tables cannot be edited, but you can delete them ➽ Any report that matches a subset of the configuration of your Custom Table will then access that table by default, giving you fast, unsampled data ➽ has a limit of 1M unique rows per day. Above 1M, Analytics creates an (other) row for the remaining value ➽ not all reports can benefit from Custom Tables. E.g user based segment, flow visualization, attribution and multi-channel funnel Custom Tables
- 35. Debugging
- 36. Allows you to check what data is getting collected with every hit. ➽ Browsers Developer Console (Network Calls) ➽ Google Analytics Debugger (by Google) ➽ Google Analytics Debugger (by keithclark.co.uk) ➽ Google Tag Assistant (by Google) and many more…. Debuggers ➽ link ➽ link ➽ link
- 38. Why GTM? Myth: It’s a replacement for Google Analytics No, it’s a replacement of the way you are adding Google Analytics to your website. Pros: ● Reduce developers involvement ● Robust and reusable tag configurations ● One container for different tools ● Asynchronous tag flow Cons: ● Though most of the tags can be managed easily, few complex tags need little technical knowledge
- 39. Thank You