GOOGLE ANALYTICS 101 -...

GOOGLE ANALYTICS 101

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ABOUT US

• PRIVATELY HELD DIGITAL AGENCY• 17 YEARS OF EXPERIENCE• PERSONALIZED WEBSITES• EMAIL CAMPAIGNS• SEO & PPC• CLOUD BASED SOLUTIONS AND MOBILE

APPLICATIONS• DATA INTEGRATION

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AGENDA

Set Up Google Analytics

Learn the Lingo

Tips + Tricks

Analyze and Use Actionable Data

What is Google Analytics?

Takeaways

GOOGLEANALYTICS

“94.9% of the top 200 marketing websites use Google Analytics.”

-Orbit Media

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WHAT IS GOOGLE ANALYTICS?

“Google Analytics is a freemium web analytics service offered by Google

that tracks and reports website traffic.”

SET ITUP

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HIERARCHY BREAKDOWN

1. Account: top-most level

2. Property: website, mobile application, or device. When you add a property analytics generates a unique tracking code for you.

3. Views: Access to reports. Within one property you may want to see:

• one view of all the data for www.example.com

• one view of only AdWords traffic to www.example.com

• one view of only traffic to a subdomain like www.sales.example.com

4. Users and permissions: you can add users at the account, property, or view level and you can restrict access at each level

AccountUsers

Property

View View

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GETTING STARTED WITH GOOGLE ANALYTICS

1. analytics.google.com

2. Sign up for your Google Analytics account

• Name for your Account

• Name for your website

• Need your website URL

• Time Zone

• Industry

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GETTING STARTED WITH GOOGLE ANALYTICS

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STEP 1: READY YOUR WEBSITE

• GA tracking code on all pages of your website (even checkout page!)

• Make sure you don’t have two instances of the same code on the same page

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STEP 2: LINK OTHER GOOGLE PROPERTIESSearch Console

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STEP 2: LINK OTHER GOOGLE PROPERTIESSearch Console

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STEP 2: LINK OTHER GOOGLE PROPERTIESSearch Console

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STEP 2: LINK OTHER GOOGLE PROPERTIESSearch Console

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STEP 2: LINK OTHER GOOGLE PROPERTIESSearch Console

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STEP 2: LINK OTHER GOOGLE PROPERTIES

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STEP 2: LINK OTHER GOOGLE PROPERTIESAdWords

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STEP 2: LINK OTHER GOOGLE PROPERTIESAdWords

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STEP 3: START TRACKING CAMPAIGNS

• Track external traffic by appending

UTM parameters to URLs (https://ga-

dev-tools.appspot.com/campaign-url-

builder/)

• Email campaigns

• 3rd party campaigns

• Non-Google Ads

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STEP 3: TRACK CAMPAIGNS

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STEP 4: SET GOALS

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STEP 4: SET GOALS

• Destination: user reaches a specified web page or app screen

• Duration: user spends specified amount of time on site or app

• Pages/Screens per session: user views specified number of pages or screens

• Event: user conducts a specified action, like viewing a video

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STEP 4: SET GOALS

• Destination: user reaches a specified web page or app screen

• Duration: user spends specified amount of time on site or app

• Pages/Screens per session: user views specified number of pages or screens

• Event: user conducts a specified action, like viewing a video

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STEP 4: SET GOALS

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STEP 4: SET GOALS

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STEP 4: SET GOALS

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STEP 5: ENABLE ECOMMERCEOnly relevant if you have an ecommerce site

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STEP 5: ENABLE ECOMMERCEOnly relevant if you have an ecommerce site

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STEP 6: ENABLE EXTRASSite Search

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STEP 6: ENABLE EXTRASSite Search

www.test.com/example.php?q=keyword

q

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STEP 6: ENABLE EXTRASSite Search

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STEP 6: ENABLE EXTRASSite Search

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STEP 6: ENABLE EXTRASDemographics

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STEP 6: ENABLE EXTRASDemographics

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STEP 6: ENABLE EXTRASDemographics

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STEP 6: ENABLE EXTRASDemographics

NEED TO KNOWTERMS

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SESSIONS VS USERS

Sessions

Users

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BOUNCE RATE

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ACQUISITION

DIRECT ORGANIC REFERRAL

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BEHAVIOR

New vs. Returning

Frequency + Recency

Engagement

ANALYZE AND USEACTIONABLE DATA

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CHANNELSHow visitors are getting to your site 1

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MOBILE DEVICES2

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REAL-TIME REPORTS3

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ASSISTED CONVERSIONS4

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BENCHMARKINGCompare yourself to others in the industry 5

HELPFUL TIPS + TRICKS

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ANNOTATIONS

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CUSTOM ALERTS

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CUSTOM ALERTS

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SEE MORE OF YOUR SCREEN

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SEE MORE OF YOUR SCREEN

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SHARE & AUTOMATE REPORTS

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SHARE & AUTOMATE REPORTS

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RESOURCE TOOLS

• Google Analytics section of Whereoware Blog

http://blog.whereoware.com/category/analytics/

• Google Analytics Help

https://support.google.com/analytics

• Google Analytics Debugger Plug-in

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KEY TAKEAWAYS

Ready your website and set goals

Track activity on all channels, including desktop, mobile, and tablet

Customize and manage reports you want and need

Pay attention to your audiences’ behavior

Get started + play around!

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