Introduction to Google Analytics
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The document serves as an introduction to Google Analytics, emphasizing its capabilities in automated tracking, reporting, and visualization for web analytics. Key uses include content performance, ecommerce tracking, and channel optimization, with a focus on objective-driven methods for effective data management. It highlights the importance of understanding user engagement, traffic sources, and content effectiveness to improve business outcomes.
![INTRODUCTION TO GOOGLE ANALYTICS
HOW To Use [Google] analytics
“What gets measured, gets managed.”
‣ objectives - Peter Drucker
‣ metrics
Sites and applications are dynamic objects that act as
‣ results conduits to accomplish your business objectives.
‣ Optimize Implication: use objective-driven, agile methods, not
‣ (repeat) static waterfalls. GA is the tool that puts the rubber on
the road.
JOSH LEQUIRE 6 • 20](https://image.slidesharecdn.com/introtogoogleanalyticsforperficient3-27-13-130401083246-phpapp02/85/Introduction-to-Google-Analytics-6-320.jpg)
Introduction to Google Analytics
- 1. Google ANalytics AN INTRODUCTION JOSH LEQUIRE 3/27/13
- 2. INTRODUCTION TO GOOGLE ANALYTICS ABout Google Analytics (Free) IS: AUTOMATED TRACKING, reporting, & visualization solely FOR WEB ANALYTICS NOT: DATA MANAGEMENT, VISUALIZATION, OR MODELING tool for anything else JOSH LEQUIRE 2 • 20
- 3. INTRODUCTION TO GOOGLE ANALYTICS THE OLD WAY HE useS statistics AS a drunkEN MAN uses lamp postS, for support rather than illumination. andrew lang JOSH LEQUIRE 3 • 20
- 4. INTRODUCTION TO GOOGLE ANALYTICS the new way OPPORTUNITIES MULTIPLY AS THEY ARE SEIZED. SUN TZU JOSH LEQUIRE 4 • 20
- 5. INTRODUCTION TO GOOGLE ANALYTICS USE CASES Content eCommerce Goals (Funnel) Channel / ROI Optimization Tracking Tracking Tracking JOSH LEQUIRE 5 • 20
- 6. INTRODUCTION TO GOOGLE ANALYTICS HOW To Use [Google] analytics “What gets measured, gets managed.” ‣ objectives - Peter Drucker ‣ metrics Sites and applications are dynamic objects that act as ‣ results conduits to accomplish your business objectives. ‣ Optimize Implication: use objective-driven, agile methods, not ‣ (repeat) static waterfalls. GA is the tool that puts the rubber on the road. JOSH LEQUIRE 6 • 20
- 7. The GA GUI INTRODUCTION TO GOOGLE ANALYTICS JOSH LEQUIRE 7 • 20
- 8. THE BASICS
- 9. INTRODUCTION TO GOOGLE ANALYTICS AUDIENCE Overview How do your end users engage your site? Drill down to page and sections to understand what content frequency, recency, and engagement. Bonuses: ‣ are your visitors mostly mobile? (if so and you’re not responsive yet, get on board) ‣ what is the flow of navigation in your site? JOSH LEQUIRE 9 • 20
- 10. INTRODUCTION TO GOOGLE ANALYTICS TRAFFIC SOURCES What drives traffic to your site? Direct ≈ user initiated Referral ≈ link to your site Search ≈ organic + paid searches MAJOR Bonuses: ‣ Drill-down analytics (in all areas of GA) ‣ Webmaster tools integration ‣ Social (ROI) ‣ AdWords integration (ROI) JOSH LEQUIRE 10 • 20
- 11. INTRODUCTION TO GOOGLE ANALYTICS CONTENT OVERVIEW What content works? What doesn’t work? Focus on: Content ≈ drill down into pages Site Speed ≈ user load times JOSH LEQUIRE 11 • 20
- 13. INTRODUCTION TO GOOGLE ANALYTICS Goal conversions JOSH LEQUIRE 13 • 20
- 14. INTRODUCTION TO GOOGLE ANALYTICS ecommerce Tracking Track critical metrics like: ‣ Product page conversion rates ‣ Per visit value ‣ Cart abandonment rates ‣ Total sales by channel ‣ Days / visits to purchase JOSH LEQUIRE 14 • 20
- 15. INTRODUCTION TO GOOGLE ANALYTICS content experiments Don’t know which is your best page? Let the data speak for itself. JOSH LEQUIRE 15 • 20
- 16. INTRODUCTION TO GOOGLE ANALYTICS Multi-channel funnels What channels are giving you the best ROI? JOSH LEQUIRE 16 • 20
- 17. INTRODUCTION TO GOOGLE ANALYTICS data access Get access to your data any way you like it. ‣ DASHBOARDS ‣ CUSTOM REPORTING ‣ API JOSH LEQUIRE 17 • 20
- 18. INTRODUCTION TO GOOGLE ANALYTICS SMART INTEGRATIONS Optimal for Google products, but GA A N A LY T I C S 3P SOFTWARE integrates well (usually through .js) with others. ADSENSE ADWORDS Google provides an exceptional knowledge- base for anything you need. JOSH LEQUIRE 18 • 20
- 19. INTRODUCTION TO GOOGLE ANALYTICS Image + Conceptual Credits ‣ BTW - these are also phenomenal sites for additional information on web analytics ‣ All pictures not credited here are my own ‣ Slide 5 ‣ Content optimization: http://www.portent.com/blog/analytics/google-analytics-website-optimization-tips.htm ‣ eCommerce Tracking: http://www.mequoda.com/articles/landing-pages/five-essential-elements-for-a-great-sales-letter-landing-page/ ‣ Goal (funnel) tracking: http://www.siliconbeachtraining.co.uk/blog/how-funnels-improve-your-goals/ ‣ Channel / ROI tracking: http://www.tomorrow-people.com/blog/bid/105795/What-s-The-True-Cost-of-Traditional-Advertising ‣ Slide 13 (both) ‣ http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/ ‣ PS - Avinash Kaushik is THE MAN for all things web analytics. I bow down to him. His content ROCKS. ‣ Slide 14 ‣ http://www.techiemania.com/6-easy-actionable-seo-tips-to-supercharge-your-e-commerce-site.html ‣ Slide 15 ‣ http://marketingland.com/google-analytics-content-experiments-12170 ‣ Slide 16 ‣ http://www.onbile.com/info/multi-channel-funnels-in-google-analytics/ ‣ Slide 17 ‣ http://www.tableausoftware.com/solutions/website-analytics JOSH LEQUIRE 19 • 20
- 20. INTRODUCTION TO GOOGLE ANALYTICS thank YOU new projects and concepts is what makes us HAPPY. JOSH LEQUIRE 20 • 20