Web analytics & UI tour

Introduction to Web analytics

Gennadiy Vorobyov
Founder & CEO at Netpeak Bulgaria

SoftUni Digital
https://digital.softuni.bg
Sli.do Code
#GA01
Table of Contents

1. What is digital analytics

2. Introduction to Google Analytics
3. Google Analytics fundamentals and UI tour
4. User interface tour
5. How GA works
The Trainer
Gennadiy Vorobyov aka Genrih

▪ Founder& CEO @ Netpeak Bulgaria

▪ Author @https://t.me/b4business
▪ Happy manager with 40+ happy netpeakers
and 120+ active projects
▪ Subscribe to Netpeak Bulgaria Telegram
channel- https://t.me/netpeakbg
▪ Providing professional performance digital
marketing solutions for the last 6 years.
Course overview
1. Introduction to web analytics and basic reports
2. Google Analytics reports
3. Events, goals
4. Ecommerce tracking & reports
5. Analysis with custom segments & Campaign tagging
6. Analysis, reports and A/B tests
What is digital analytics
Marketing in the information age
Digital analytics in a nutshell

„[Digital] analytics is the

measurement, collection,
analysis and reporting of
internet data…

… for purposes of
understanding
and optimizing web usage.”

- Wikipedia
Always “So What?”
http:/ www.webanalyticshour.com/

http:/ www.webanalytics20.com
Analytics has come a long way
1 6 2 5 4

Digital analytics & Google Analytics UI

tour
The key is to measure business goals, not just
clicks.
The key is to measure business goals, not just clicks.

Ecommerce Lead Generation Phone calls Mailing lists

Information Ad Serving Social Support

Careers Affiliate ??? ???

Digital analytics & Google Analytics UI tour

Introduction to Google Analytics
The world’s most popular web analytics service
12
Google Analytics: the world leader in web analytics

More than 10M websites now use Google Analytics. In fact, more than
82% of web traffic is measured by Google Analytics!*

Dashboards Real-time
Data

Custom Reports

Advanced
Segmentation

Path Analysis

*http://w3techs.com/technologies/overview/traffic_analysis/all
Google Analytics: the world leader in web
analytics
The data you want, the way you want it.
How do you convince clients to adopt GA?

“Flying Customized “One -Stop

It’s
Blind” for You Shop”
Free!*

1. Flying blind: without analytics, it’s impossible to optimize marketing performance.

On the other hand, what gets measured … gets managed!

1. Customized for You: sure, the basic setup process is easy; but we can customize
Google Analytics to give you a truly valuable, unique solution!

1. “One-Stop Shop”: Convincing your client to adopt Google Analytics will be much
easier if they can simply use you to get started.

1. Don’t forget to mention: this is enterprise-class digital analytics … for free!

How can you include GA in your agency’s
business?
1. Audit & Strategy: Before you
Audit & implement, find out what your
Strategy
clients’ business goals are!

2. Implementation & Customization:

Provide clients with an analytics
solution designed just for them!

3. Analysis & Insights: Analyze data on

an ongoing basis to generate
Analysis & compelling insights that improve
Implement &
Insights performance!
Customize

4. Repeat & Iterate: Goals and

priorities change over time!
Audit and strategy

● Key business goals

● Marketing strategy
Learn

● Unique elements of the site

● Implementation issues
Explore

● GA implementation roadmap
● Ongoing optimization
Plan
Implementation and customization
Implementation and customization
Analysis and insights: which email produced better
ROI?
Analysis and insights: which email produced better
ROI?

Visits Value/Visit Day Month

20,000 $0.15 $3,000 $90,000

20,000 $0.13 $2,600 $78,000

Difference: $12,000
Analysis and insights: Which email produced better
ROI?

Visits Value/Visit Day Month

20,000 $0.15 $3,000 $90,000

20,000 $0.13 $2,600 $78,000

Difference: $12,000
Analysis and insights: which keywords are most
effective?
Analysis and insights: which keywords are most
effective?

Insight:
There’s lower traffic for “late night pizza san francisco,” but it
has a much higher conversion rate!
Repeat and iterate

Deliver Insights Evaluate Changing Adjust Strategy Deliver Insights

Needs &
Implementation

Google Analytics work can become a revenue

stream by integrating it with Google Ads work!
Increase your revenue and manage clients
more effectively

Whether or not you’re looking to GA as a new revenue stream for you, GA will help you
manage your campaigns more effectively and more efficiently.
How can I sign up?
Next steps to analytics mastery
Google Analytics fundamentals
UI tour
Google Analytics uses an account structure to organize the
data from multiple websites and clients.

Account

Property

View
Google Analytics collects and calculates metrics along a
wide variety of different dimensions
Dimensions Metrics

Browser Source
Product Revenue Clicks
Country Medium
Session Impressions
Keyword OS Time on Site Per Session Value
City Device Type
Goal Conversion Rate % New Sessions
Campaign Age/Gender
Conversions Bounce Rate
Landing Page Session Date Time on Page Unique Pageviews

Digital analytics & Google Analytics UI tour

Google Analytics collects data using this hierarchy

Interactions

User
Event

Session

Pageview
Learn More: goo.gl/jyCEG
Digital analytics & Google Analytics UI tour
 User interface tour
Enough logistics – now for the fun stuff
GA reports are grouped together into 4 main
sections

Who are they?

How did they find me?

What are they doing?

What are they worth to me?

Google Analytics Demo account

Google merchandise store

https:/ support.google.com/analytics/answer/6367342?hl=bg
Definitions

Google Analytics Cheat Sheet

Let’s start with how Google Analytics is organized
You can switch between accounts at any time
Audiences
Audiences
Audiences
Audiences
Audiences
Audiences
Audiences
Audiences
Audiences
Acquisition
Acquisition
Acquisition
Acquisition
Acquisition
Acquisition
Acquisition
Filters
Filters
Filters

Digital analytics & Google Analytics UI tour

Filters

Digital analytics & Google Analytics UI tour

Filters

View types in Google Analytics:

• Table view (default in most reports)

• Pie chart
• Bar graph / Comparison view
• Pivot table Digital analytics & Google Analytics UI tour

• Word cloud
View types
View types
View types
View types

Digital analytics & Google Analytics UI tour

View types

Digital analytics & Google Analytics UI

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tour
View types

View
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Digital analytics & Google Analytics UI

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View types

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 How GA works
It’s magic! Well, it’s a little more complicated than that.
How GA works

Web
Server
Key takeaways

▪ Analytics isn’t just about data, it’s about insights

▪ Analytics can show what marketing efforts have the greatest ROI

▪ Google Analytics is divided into 4+1 main categories that tell us: Who are
they? How did they find me? What are they doing? What are they worth
to me?
▪ Using GA isn’t scary, it’s awesome
Usefull links

Useful Reports: https://netpeak.me/WJr4LW

Basic filters: https://netpeak.me/k4Zoga
goals: https://netpeak.me/oarBvX
Dimensions and metrics: https://ga-dev-
tools.appspot.com/dimensions-metrics-explorer/

Demo account:
https:/ support.google.com/analytics/answer/6367342?hl=en
Summary

Always “So What?”

72
Always “So What?”
http:/ www.webanalyticshour.com/

http:/ www.webanalytics20.com
SoftUni Diamond Partners
Organization Partners
License

This course (slides, examples, demos, exercises,

homework, documents, videos and other assets) is
copyrighted content.

Unauthorized copy, reproduction or use is illegal!

© SoftUni – https://about.softuni.bg
© SoftUni Digital – https://digital.softuni.bg/

© SoftUni Digital – https://about.softuni.bg. Copyrighted document. Unauthorized copy, reproduction or use is not permitted.
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© SoftUni Digital – https://about.softuni.bg. Copyrighted document. Unauthorized copy, reproduction or use is not permitted.