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1 Engelske slider Menyene i Google Analy2cs

2 Import into AdWords

3 Google Analytics Dashboard The Dashboard is your configurable opening screen for Analytics Management Understand what the Google Analytics dashboard is. Know that you can configure and customise the Google Analytics dashboard.

4 Audience: Overview Identify top line statistics and information about audience activity.

5 Audience: Location View geographic information about user location.

6 Audience: Technology What technology are users using when they visit? View information about: browsers operating systems devices being used You can use to check how a site renders in different browsers. Or you can use to check how a site renders on mobile

7 Traffic Sources The Analytics Dashboard provides different traffic sources. Primary sources of traffic: direct referring sites search engines Secondary sources: any campaign tagged using the Google URL builder campaigns banner ads any non-google PPC any website link

8 Traffic Sources: Direct Be able to define direct traffic as when user types the website URL into browser. Understand the factors that influence direct traffic: short, memorable, not easily misspelt domain name. Understand the impact of offline activities on your direct traffic (TV appearance).

9 Traffic Sources: Referral Referring sites are sites linking to your site. factors influencing traffic from referring sites: quality of site that is linking to you relevance of content to what you offer referring ad spend calculation

10 Traffic Sources: Search Organic and Paid Search Traffic Search engine traffic is traffic driven from web searches. Factors that influence search engine traffic: quality of your search engine optimisation (SEO), quality of your AdWords campaigns (PPC). Be able to distinguish between organic and paid search results.

11 Traffic Sources: Campaign Track and analyse any digital marketing campaign It is possible to integrate a range of other digital marketing campaigns with Analytics such as: newsletter, banner ads, or any website text link. Use the Google URL builder tool to configure a specific URL for the campaign you are creating. Attributes of the URL that you can configure: source, medium, content, name.

12 Traffic Sources: SEO Search queries entered by users View information about search queries used. View information about landing pages.

13 Traffic Sources: Social View sources of social media interaction View social media conversions View social plug-ins used

14 Content View information about: All pages accessed Landing pages Exit pages View user navigation summary information.

15 Content: Bounce Rate The bounce rate is the rate at which users leave a page immediately after arriving on it. High bounce rate (%) has a negative impact and can point to several problems: irrelevant content disconnect between an AdWords campaign and a landing page poorly structured pages, badly rendered websites etc. Find the bounce rate for a particular page.

16 Content: Site Search View site search overview information View search terms used

17 Content: Events Know when to set up event tracking Be able to set up event tracking View site events overview information View top events

18 Content: Site Speed View site speed overview information View page timings information

19 Advertising: AdWords Be able to connect Analytics with AdWords accounts. If AdWords login different from analytics login , add the AdWords login as an admin user in analytics Login to AdWords account Under Tools & Analysis, select Google Analytics Click on Admin Navigate to Data Sources Tab Select the profiles in which you want your AdWords cost source linked In Google AdWords, under preferences, ensure auto tagging is enabled under tracking

20 Advertising: AdWords: Benefits & Challenges Appreciate the benefits of integrating Analytics with AdWords: identify high performing campaigns and Ad Groups; identify the goal completion by campaign Recognise the limitation of Analytics data for advertising campaigns at a general level (tip of iceberg issue). Be able to use a tool such as Google Trends to learn about the interest over time in your search terms.

21 Advertising: AdWords Campaign Reporting Know about opportunities for improving budget allocation to higher performing campaigns.

22 Advertising: AdWords Keywords, position, and time of day.

23 Advertising: Hour of Day Reporting Know about opportunities to identify the optimal time of day for AdWords spend.

24 Advertising: AdWords Connect Analytics with AdWords accounts. Appreciate the benefits of integrating Analytics with AdWords: identify high performing campaigns and Ad Groups; identify the goal completion by campaign Opportunities for improving budget allocation to higher performing campaigns; identify the optimal time of day for AdWords spend. View information for matched search queries, position, and time of day. Recognise the limitation of Analytics data for advertising campaigns at a general level (tip of iceberg issue). Be able to use a tool such as Google Trends to learn about the interest over time in your search terms.

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