Google Analytics 101

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Gwenda Freeman
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1 American Marketing Association San Antonio Chapter presents Google Analytics 101 Instructor: Maria Haase

2 Workshop Objectives Learn how to create an effective Measurement Plan for your organization Learn how to navigate Google Analytics to collect data and information Create views and filters How to set up goal conversion Please Download presentation here: /Google-Analytics-101/

collect data and information Create views and filters How to set up

3 Digital Analytics "Digital analytics is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline)." Avinash Kaushik - Author of Web Analytics 2.0 & Digital Marketing Evangelist at Google

your customers and potential customers have which translates to your desired outcomes (both

4 Business Objectives Depending on your business and industry, your business objectives may include one or more of the following: 1. Ecommerce -> Sell products 2. Lead generation -> Contact information for sales prospects 3. Content publishing -> Ads shown to visitors 4. Online info/support -> Help customers find information 5. Branding -> Drive awareness and engagement => Create business specific Key Performance Indicators

Lead generation -> Contact information for sales prospects 3.

5 Useful KPIs Pre-installed KPIs: Site traffic data, demographic data, user behavior, etc. Custom KPIs: Conversion rate, average revenue per conversion, most successful conversion channel, Social shares, newsletter campaigns, print coupons for in-store use, Google Maps directions to store etc. IMPORTANT: KPIs are only useful, if you add context, such as industry trends, development over time or budget changes to your analysis!

6 Conversions Macroconversions vs. Microconversion Macroconversions: Final objective of website, such as sale, lead generation, event registration etc. Microconversions: Steps that often lead to Macroconversion, such as white paper download, newsletter sign-up, Social Media Follow, Webinar attendance etc. Conversion Attribution Last Click Attribution First Click Attribution Linear Attribution

7 Measurement Plan Planning Stage: 1. Define Business Objectives 2. Determine KPIs, Macro- and Microconversions 3. Set up a Conversion Attribution Model 4. Create a Campaign Tracking Standard

8 Measurement Plan Implementation Stage: 1. Set up 3 Views (Backup, Master, Test) 2. Set up Filters 3. Create Goals and Events and Set up Campaign Tracking to Track Conversions 4. Set up ecommerce (if applicable) 5. Create Custom Reports and Dashboards

Create Goals and Events and Set up Campaign Tracking to Track

9 How to Manipulate Data - Temporarily Use the left-hand sidebar to navigate Google Analytics reports Add a Secondary Dimension Change Dates and Time Frame Use Advanced Search Include/exclude certain dimensions Add a Metric Value Change Graphic Display Model Pie chart Performance Comparison etc

and Time Frame Use Advanced Search Include/exclude certain dimensions Add

10 Google Analytics How to navigate the Google Analytics interface using the most useful out-of-the-box Google Analytics reports Let's take a look at Google Analytics! In the next slides, you find examples of these reports.

Analytics reports Let's take a look at Google

11 Navigate Google Analytics

12 Geo-Location

13 Behavior New vs Returning Visitors

14 Behavior Frequency & Engagement

15 Technology & Mobile

16 Acquisition Overview

17 Acquisition - Channels

18 Behavior - Overview

19 Behavior Behavior Flow

20 Behavior Landing Pages

21 Behavior Exit Pages

22 Site - Speed Suggestions

23 Conversion - Overview

24 Conversion Reverse Goal Path

25 Multi-Channel Conversion Funnel Visualizer

26 How to Manipulate Data Permanently Views and Filters are a great way to give more meaning to your data: For example, remove employee visits from overall website visitor count Create Custom Reports and Dashboards Make your most relevant data easily accessible for review and analysis

27 Views & Filters Views and Filter help you to turn your data into clean and useful information Once you delete a view, all data is lost Once data has been processed by views and filters, it cannot be returned to original state Views and filters can only be applied to future data, not past data Filter order matters as the output of filter # 1 becomes the input of filter # 2

28 Set up Views

29 Create Filters

30 Create Filters

31 Set up Goal Conversion

32 Set up Goal Conversion

33 Workshop Tasks Create 3 Views: Master, Test, Backup Create a permanent Filter that excludes your computer's IP address in the Test View Set up a Destination Goal Conversion for your Contact page

34 Workshop Tasks Create PDFs with the following Report numbers: Use Secondary Dimension and Search to find the most visited Landing Pages visited by users from the country of your choice Find the Medium with the lowest Bounce Rate in the last month Find the page with the most exits and analyze the result Compare your Audience Overview from to with the previous week and, if applicable to to

35 Resources Google Analytics Video Course Google Analytics Help Google URL Builder For further support or questions about Google Analytics, please me!

1 Which of the following questions can be answered using the goal flow report?

1 Which of the following questions can be answered using the goal flow report? [A] Are there a lot of unexpected exits from a step in the middle of my conversion funnel? [B] Do visitors usually start my