MWC_GA_101

GOOGLE ANALYTICS 101
by Ruth Rosengren
@ruthstp

MWC 2015: Google Analytics 101 @ruthstp
RUTH ROSENGREN
• Clockworker
• Project Manager / Analyst
• Former English major
• Not actually a Glasshole —>
Where to ﬁnd me:
• ruth@clockwork.net
• @ruthstp

YOU’LL BE ABLE TO:
• Create a Measurement Plan
• Generate reports, otherwise known as “How to impress your boss!”
• Implement, or know when to use:
• Classic Google Analytics
• Universal Google Analytics
• Google Tag Manager V1
• Google Tag Manager V2
• Googly Eyes

WHAT IS GOOGLE ANALYTICS?
What it is:
• a free service offered by Google that tracks information about users to your website
or app
• generates detailed site statistics about site traffic, traffic sources, and measures
conversions
• can track demographics: gender, age, interests
• Update Privacy Policy
• http://www.google.com/settings/ads/onweb/
What it isn’t:
• Perfect. Repeat after me: The trend is your friend.

SO, WHO NEEDS TO CARE?

COMMON
PITFALLS
1. No one is looking at
analytics. Sad panda.
2. They are tracking everything.
MOAR DATA, PLEASE!
3. They are reporting on “bad”
numbers.

BUSINESS
OBJECTIVES
(Why do we exist?)
To sell product and make
lots of money.
To be healthy.
ENTER: THE MEASUREMENT PLAN
Define Business Objectives

Define Goals (Dumb or Smart)
BUSINESS
OBJECTIVES
(Why do we exist?)
lots of money.
To be healthy.
GOALS  
(How we’ll accomplish
the objectives.)
Drive shoppers to site
through paid search
Use a Fitbit to track daily
steps, and Lose It to track
eating habits.

Define Key Performance Indicators
BUSINESS
OBJECTIVES
(Why do we exist?)
lots of money.
To be healthy.
GOALS  
the objectives.)
KPIs  
(A fancy way of saying
“important numbers”.)
through paid search
eating habits.
Ecommerce transactions
segmented by channel
- # of steps / day
# of calories or % of
protein/carbs/fats

Define Targets
BUSINESS
OBJECTIVES
(Why do we exist?)
lots of money.
To be healthy.
GOALS  
the objectives.)
KPIs  
(A fancy way of saying
“important numbers”.)
TARGETS  
(Past or industry
benchmarks.)
through paid search
eating habits.
Ecommerce transactions
segmented by channel
- # of steps / day
# of grams of protein
- $2k/month OR
- 5% of all sales
- - 10,000 steps daily
- - 26g protein / daily

REPORTING A-B-C’S
• Audience — who are your visitors?
• Acquisition — how did they get to your site?
• Behavior — what did they do there?
• Conversions — did they do what you wanted them
to do?

AUDIENCE OVERVIEW
Why it’s important:
• Baseline your data!
• View/Create Annotations
Audience

ACQUISITION OVERVIEW
• Shows which channel led to
the most traﬃc, engagement,
and conversions in one feel
swoop!
Acquisition

CHANNEL DETAIL
Organic SearchReferrals (including social)
Acquisition

WEBMASTER TOOLS
Acquisition

DIRECT TRAFFIC
http://www.clockwork.net/blog/2013/10/02/660/what_is_direct_trafﬁc
Acquisition

LANDING PAGES
• Shows which pages are top
entrances to your site, and
which have a high bounce rate
Behavior

SITE SEARCH
• Shows gaps in navigation
• Shows new content ideas
Behavior

IN-PAGE ANALYTICS
• Shows where people click the most
• Aids information architecture
Behavior

CUSTOM EVENTS
• Shows Custom Event data
Behavior

CONVERSIONS OVERVIEW
• Shows Conversion Rate (have a
target!)
Conversions

CONVERSIONS BY CHANNEL
• Show which channel leads to the
most conversations
• Pro-tip: Compare this data with your
marketing spend!
Conversions

ANALYTICS: A HISTORY
2006 2009
October 
2012 2014
Google Analytics, v1;
open to all
Google Analytics, v4;
major upgrade to async.
Google Tag Manager
launches
Universal Analytics,
open to all
Clockwork launches
GA Aware
April
2012
AnalyticsservicesTagmanagers

CLASSIC VS UNIVERSAL
• Classic = web analytics
• Universal = business analytics;
can collect:
• javascript (for a website)
• SDK (for an app)
• Measurement protocol (a
network connected device)
• .csv import (to deﬁne your
own dimensions & metrics)

TAGS & TAG MANAGERS
• What is a tag again?
• A tag is a snippet of code, often used for third-
party tracking, e.g. Universal Analytics, AdWords
• What is a tag manager?
• A tool for managing various tags on your site, e.g.
Google Tag Manager

ONE CODE TO RULE THEM ALL
The Google Tag Manager code on your site can contain:
And the best part? It’s user-managed. No more calling your IT guy.

HOW TO CHECK
YOUR CODE
Download the Google Tag Assistant
Chrome extension
Run the extension on your site
Check “Code Version/Syntax”
Give yourself a pat on the back if you
are running UA + GTM!
Note: Your Classic/Async code will work
for 2 more years, but since Universal is
the standard, it’s best to upgrade.

TO RECAP: FOR THOSE STILL RUNNING
CLASSIC GOOGLE ANALYTICS…

SO WHAT?
Case Study #1: E-commerce checkout
Goal: Sell product.
• They had a goal and funnel
deﬁned in GA! (Analysts love
this.
• We learned that people left
at the page where you can
enter in a promo code
• Make it easier! Oﬀer your
promo codes in a pop-up

SO WHAT, AGAIN?
Case Study #2: Non-profit annual report
Goal: Visitors to read all page content.
• Previously, annual report was a print
piece that was mailed.
• They planned to send the site link to a
small group of people (donors,
stakeholders), so it was a good test.
• People scrolled!
• But! We had a “letter from the
Executive Director” pop-up that had to
be closed to scroll through the site. But
less than half actually clicked that
button. The next year, we got rid of that
“feature.”

Level 1: Create a Measurement Plan
Level 2: Save your top GA reports as shortcuts and/or
to your dashboard
Level 3: Review your tracking implementation
Congrats! You are now a GA ninja!

THE INTERNET IS HERE TO HELP!
Analytics Training & Certiﬁcation: http://www.google.com/analytics/learn/index.html
Avinash Kaushik’s blog: http://www.kaushik.net/avinash/
Simo Ahava’s blog: http://www.simoahava.com/category/gtm-tips/
EXCEPT…

THANK YOU
ruth@clockwork.net
@ruthstp

MWC_GA_101

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