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Google Analytics Overview
The document provides a comprehensive overview of setting up and using Google Analytics, including account creation, tracking code implementation, and understanding key metrics and terminology. It discusses how to analyze website traffic sources, user behavior, and performance indicators for effective business decision-making. Additionally, it addresses the importance of event tracking and campaign tagging for more granular data analysis.
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Google Analytics Overview
- 1. Google Analytics Charles Davis BlastAnalytics Marketing VP, Solutions Director Jeff Dunn Polynesian Cultural Center Head of Digital Commerce
- 2. 3: Asking Answering Business Questions 1: Setup Installation Learning Objectives 2: Terminology 4: How People Get to Your Site 5: What People Do on Your Site 6: Information About the People on Your Site
- 3. 1. Setup andInstallation What is Google Analytics and How Does It Work? Google Analytics is a service offered by Google that generates detailed statistics about a website's traffic and traffic sources, and measures conversions and sales. Secure Google Server Report Data
- 4. 1. Setup andInstallation Visit google.com/analytics to sign up for a new account. - Click the create an account link - Sign in with your gmail account - Click Sign up GA Training and Certification is free and user- friendly http://www.google.com/analytics/learn/index.html *Note: If you do not have a gmail account, you have to at least have an account that is registered with google. This means you can register a non- gmail account here: https://accounts.google.com/SignUpExpress? service=analyticscontinue=https%3A%2F %2Fwww.google.com%2Fanalytics%2Fweb%2F %3Fhl%3Denhl=en How Do I Sign Up?
- 5. 1. Setup andInstallation Setting up your website or mobile app Name your account - Website URL - Choose your industry - Choose your time zone - Click “Get Tracking ID” Registering My Property
- 6. 1. Setup andInstallation Place the tracking code on every page of your website. - Ensure you place it in the head of the document because it is asynchronous and won’t slow down loading the rest of the page - Also ensures that if elements further down on the page do not load you will still receive your tracking How Do I Implement the Tracking Code On My Site?
- 7. 1. Setup andInstallation Collection: - The Javascript code collects/sends this info to GA via a package (“hit” or “interaction”) - For mobile apps, you must add extra code to each activity you want to track. What Happens Next?
- 8. 1. Setup andInstallation Collection: - The Javascript code collects/sends this info to GA via a package (“hit” or “interaction”) - For mobile apps, you must add extra code to each activity you want to track. Processing: - Turns raw data into useful data What Happens Next?
- 9. 1. Setup andInstallation Collection: - The Javascript code collects/sends this info to GA via a package (“hit” or “interaction”) - For mobile apps, you must add extra code to each activity you want to track. Processing: - Turns raw data into useful data Configuration: - Applies your settings, such as filters, to the raw data - Once your data is processed, the data is stored in a database. Once the data has been processed and inserted into the database, it can’t be changed. What Happens Next?
- 10. 1. Setup andInstallation Collection: - The Javascript code collects/sends this info to GA via a package (“hit” or “interaction”) - For mobile apps, you must add extra code to each activity you want to track. Processing: - Turns raw data into useful data Configuration: - Applies your settings, such as filters, to the raw data - Once your data is processed, the data is stored in a database. Once the data has been processed and inserted into the database, it can’t be changed. Reporting: - Use the web interface at www.google.com/analytics to access your data What Happens Next?
- 11. 1. Setup andInstallation User permissions and roles • Manage Users • Edit • Collaborate • Read Analyze Who Can Access My Data?
- 12. 3: Asking Answering Business Questions 1: Setup Installation Learning Objectives 2: Terminology 4: How People Get to Your Site 5: What People Do on Your Site 6: Information About the People on Your Site
- 13. 2. Terminology Basic terminology • Hit • Sessions • Users • Pageviews • Bounce Rate • Traffic Sources • New / Returning Users • Source / Medium • Conversions • Landing Page How Do I Make Sense of These Reports?
- 14. 2. Terminology Users Sessions Auser is a unique person that visits your site. Users are associated with an individual identifier. Users and Sessions Any time a user comes to your site a new session is initiated. Sessions expire after 30 minutes of inactivity.
- 15. 2. Terminology Users andSessions
- 16. 2. Terminology Metrics: • Source/ Medium • Page • Campaign • Landing Page Dimensions: Values of Interest that count how often things happen on your website • Sessions • Pageviews • Users • Bounce Rate Metrics and Dimensions Elements of interest that are a descriptive attribute or characteristic of an object
- 17. 2. Terminology Metrics andDimensions Dimension: Element of Interest Metric: Value of Interest
- 18. 2. Terminology Metrics andDimensions
- 19. 2. Terminology Metrics andDimensions
- 20. 2. Terminology Metrics andDimensions
- 21. 2. Terminology Bounce A bounceis when a user comes to your site, views a single page and immediately leaves without viewing any other pages. Bounce Rate Bounce Rate is the percentage of single-page sessions. Is a High Bounce Rate Always a Bad Thing? Possible reasons for bounce rates: • Does the content on that page meet the expectations of whatever drove them there? • Is the purpose of the page to provide specific information quickly?
- 22. 3: Asking Answering Business Questions 1: Setup Installation Learning Objectives 2: Terminology 4: How People Get to Your Site 5: What People Do on Your Site 6: Information About the People on Your Site
- 23. 3. Asking andAnswering Business Questions Google Analytics is an awesome tool, but there is a misconception that you just place some code on a page and it tells you everything you need to know. Doesn’t It Just Tell Me Everything I Want to Know?
- 24. 3. Asking andAnswering Business Questions Yes! Can you answer these questions? • What are my business objectives? • Why do we as a business, exist? • What service or products do we provide and why?) What is a Measurement Plan? Do I Really Need It?
- 25. 3. Asking andAnswering Business Questions Yes! Can you answer these questions? • What are my business objectives? • Why do we as a business, exist? • What service or products do we provide and why?) • What strategies and tactics support those objectives? • Ecommerce - selling products or services • Lead generation - collecting potential leads/customers • Content - engagement and frequent visitation • Support - helping users find what they need • Branding - awareness, engagement, and loyalty What is a Measurement Plan? Do I Really Need It?
- 26. 3. Asking andAnswering Business Questions Yes! Can you answer these questions? • What are my business objectives? • Why do we as a business, exist? • What service or products do we provide and why?) • What strategies and tactics support those objectives? • Ecommerce - selling products or services • Lead generation - collecting potential leads/customers • Content - engagement and frequent visitation • Support - helping users find what they need • Branding - awareness, engagement, and loyalty • How am I going to measure this? What is a Measurement Plan? Do I Really Need It?
- 27. 3. Asking andAnswering Business Questions Defining Your KPI’s • Your key performance indicators should be the metrics that measure your previously outlined business strategies and tactics How Do I Know How We’re Performing?
- 28. 3. Asking andAnswering Business Questions Defining Your KPI’s • Your key performance indicators should be the metrics that measure your previously outlined business strategies and tactics • Are you selling products? • Revenue generation • Average order value • Downloading/printing coupons How Do I Know How We’re Performing?
- 29. 3. Asking andAnswering Business Questions Defining Your KPI’s • Your key performance indicators should be the metrics that measure your previously outlined business strategies and tactics • Are you selling products? • Revenue generation • Average order value • Downloading/printing coupons • Worried about engagement? • Recency and frequency • Sharing of your content How Do I Know How We’re Performing?
- 30. 3. Asking andAnswering Business Questions Choose Targets for Your KPI’s Finally, you’ll want to add some context to your KPIs and what you are measuring in order to better understand performance. Without goals, you’re just guessing. Don’t Forget to Set Goals!
- 31. 3: Asking Answering Business Questions 1: Setup Installation Learning Objectives 2: Terminology 4: How People Get to Your Site 5: What People Do on Your Site 6: Information About the People on Your Site
- 32. 4. How PeopleGet to Your Site • Direct: A user types in your website address or the source is unidentifiable (lack of referral information). • Organic: When a user finds your site through a search engine result. • Referral: When a user visits your site through another website. • Paid Search: When a user visits your site through a paid search ad. • Campaign: When a user visits your site through a link tagged with UTM parameters (e.g. tagged email link). Where Are They Coming From?
- 33. 4. How PeopleGet to Your Site Google Analytics assigns the session's traffic source to the last non- direct source. Visit Number Source In GA 1 Organic Search Organic 2 Direct Organic 3 Referral Referral Google Analytics Attribution Model
- 34. 4. How PeopleGet to Your Site Paid Search A session will be classified as Paid Search when custom campaign parameters or AdWords/DoubleClick IDs are used. Google Analytics can be linked to AdWords in order to import campaign related data such as impressions, clicks, cost and more. How to Track Paid Search
- 35. 4. How PeopleGet to Your Site How Do I Track My Campaigns? Campaign tracking is a method of identifying how users discover your site. http://www.blastam.com/blog/index.php/2014/10/google-analytics- shopping-merchandising-analysis-3-2? utm_campaign=November2014Newsletterutm_source=general_interest- mailchimputm_medium=emailcontent=blog_ee_Part3 Campaign Tagging URL Builder: https://support.google.com/analytics/answer/1033867?hl=en
- 36. 4. How PeopleGet to Your Site • utm_campaign: Campaign names should be: consistent across actions, lower case and contain no spaces. Campaign Tagging Best Practices
- 37. 4. How PeopleGet to Your Site • utm_campaign: Campaign names should be: consistent across actions, lower case and contain no spaces. • utm_source: Source is where the visitor was sent from, either a site name or a database. tripadvisor for tripadvisor.com, subscribers for an email subscriber database. Campaign Tagging Best Practices
- 38. 4. How PeopleGet to Your Site • utm_campaign: Campaign names should be: consistent across actions, lower case and contain no spaces. • utm_source: Source is where the visitor was sent from, either a site name or a database. tripadvisor for tripadvisor.com, subscribers for an email subscriber database. • utm_medium: Medium is the channel through which the visitor arrived to your site (email, display, social, cpc, printad or social-paid). Do not tag Google Paid Search/Display, instead enable auto-tagging. Campaign Tagging Best Practices
- 39. 4. How PeopleGet to Your Site • utm_campaign: Campaign names should be: consistent across actions, lower case and contain no spaces. • utm_source: Source is where the visitor was sent from, either a site name or a database. tripadvisor for tripadvisor.com, subscribers for an email subscriber database. • utm_medium: Medium is the channel through which the visitor arrived to your site (email, display, social, cpc, printad or social-paid). Do not tag Google Paid Search/Display, instead enable auto-tagging. • utm_content (optional): Used for increased reporting/analysis granularity. Campaign Tagging Best Practices
- 40. 4. How PeopleGet to Your Site Campaign Tagging Best Practices
- 41. 3: Asking Answering Business Questions 1: Setup Installation Learning Objectives 2: Terminology 4: How People Get to Your Site 5: What People Do on Your Site 6: Information About the People on Your Site
- 42. 5. What PeopleDo on Your Site Doesn’t Google Analytics Automatically Track Those Things? Events are user interactions with content that can be tracked independently from a web page or a screen load. By adding a simple piece of code to the link for each image, tab, button, graphic, or even text link – we can run easy to read and understand reports on how our visitors are interacting with our websites. Although Event tracking requires a little extra work to set up, we strongly recommend you use it. Events are a flexible way to collect data about interactions specific to your site or app that might not otherwise be tracked. Which Button Did They Click?
- 43. 5. What PeopleDo on Your Site What Are they Most Interested In?
- 44. 5. What PeopleDo on Your Site Site Search
- 45. 5. What PeopleDo on Your Site Engagement
- 46. 5. What PeopleDo on Your Site All Pages
- 47. 5. What PeopleDo on Your Site What About Goals, Ecommerce, etc?
- 48. 3: Asking Answering Business Questions 1: Setup Installation Learning Objectives 2: Terminology 4: How People Get to Your Site 5: What People Do on Your Site 6: Information About the People on Your Site
- 49. 6. Who AreThey? Age Gender
- 50. 6. Who AreThey? New vs. Returning
- 51. 4. How PeopleGet to Your Site What Devices Do They Prefer?
- 52. 6. Who AreThey? Location Geographic Data - By Country
- 53. 6. Who AreThey? Location Geographic Data - By City
- 54. 6. Who AreThey? Segmentation on Reports
- 55. Google Analytics Resources BlastAnalytics Marketing Blog: www.blastam.com Blast Google Analytics Reference Guide: http://www.blastam.com/resources/Blast-Google-Analytics-Reference-Guide.pdf Google Analytics Dimensions Metrics Reference Guide: https://developers.google.com/analytics/devguides/reporting/core/dimsmets Google Analytics Developers Reference Guide: https://developers.google.com/analytics/devguides/ Google Analytics Blog: http://analytics.blogspot.com/ Avinash Kaushik Blog: http://www.kaushik.net/avinash/
- 56. Thank You! QA –We’d love to answer any questions! Charles Davis Blast Analytics Marketing VP, Solutions Director sales@blastam.com (888) 252-7866 Jeff Dunn Polynesian Cultural Center Head of Digital Commerce www.blastAM.com www.polynesia.com