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WEBINAR: EPISODE 02
AnalyticsHow to start getting the most out of your Google AnalyticsWITH: CHRISTINA SANDERS
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4Presentation Topic // Presenter’s Name
Motion Graphics
Analytics
PPC
Content Marketing
Reputation Management
Copywriting
SEO
CRO
SMM
Development
UX Design
Email Marketing
Video Production
Graphic Design
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Advanced Google Analytics
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...full functionality and customizability of Google Analytics.
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...to make you more effective and efficient at your job (i.e., monthly & quarterly reports).
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What it is not...● Tutorial on Google Analytics Tool● On-site tracking setup
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https://support.google.com/partners
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Strategies, not specifics.
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Christina SandersEnterprise Campaign Manager
/chsanders
@ChristinaHSan
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Google Analytics
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78%of executives don’t believe that marketers are focused enough on results to truly drive incremental customer
demand
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“In God we trust; all others bring data.”
-W. Edwards Deming
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The Good News
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Creating data-driven marketing campaigns doesn’t require a data science degree
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Monthly reports don’t have to take hours to compile
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Sold? Let’s get started
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Views
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A view is a subset of an Analytics account property that can have its own unique configuration settings
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Views● Each property in Google
Analytics can have up to 25 views● Each view can have customized
filters, segments and goals● Every Google Analytics property
should have at least 2 views○ Unfiltered View○ Master View
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Views● Create a new view under Admin>
View DropDown Menu> Create New View
● Other Applications for Views○ Segment Subdomains○ Customization by Team○ Tests
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Filters
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Filters limit or modify data in a specific view
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Filters● Filters remove designated data
before it is added to the Google Analytics dashboard
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Filters● Filters remove designated data
before it is added to the Google Analytics dashboard
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Filters● Filters remove designated data
before it is added to the Google Analytics dashboard
● Always maintain an unfiltered view, so you don’t lose any data
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Filters● Filters remove designated data
before it is added to the Google Analytics dashboard
● Always maintain an unfiltered view, so you don’t lose any data
● Once data has been filtered you cannot get it back
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FiltersCommon Applications
● Filter Your Own IP Address
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FiltersCommon Applications
● Filter Your Own IP Address● Filter Agency’s IP Address
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FiltersCommon Applications
● Filter Your Own IP Address● Filter Agency’s IP Address● Filter Referral Spam
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FiltersCommon Applications
● Filter Your Own IP Address● Filter Agency’s IP Address● Filter Referral Spam
Best Practices
● Descriptive Filter Name○ ABC Company IP
● Filter Verification
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Goals
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Goals indicate a user has completed a desired action
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Which campaign is driving the most
revenue?
What are the pain points in
my buying process?
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Goals1. Ecommerce2. Goal Conversions
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Goals1. Ecommerce
a. Connect to shopping cart via a plugin
2. Goal Conversions
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Goals1. Ecommerce
a. Connect to shopping cart via a plugin
b. Enable eCommerce tracking
2. Goal Conversions
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Goals1. Ecommerce
a. Connect to shopping cart via a plugin
b. Enable eCommerce tracking
2. Goal Conversions
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Process1. Goal Planning
a. Map Macro and Micro Goals to Groups
b. Destination URLsc. Event Trackingd. Value
2. Google Analyticsa. Setupb. Verification
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Goal Planning1. Every Google Analytics Goal is
automatically placed in a group
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Goal Planning1. Every Google Analytics Goal is
automatically placed in a groupa. This group cannot be
changed later
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Goal Planning1. Every Google Analytics Goal is
automatically placed in a groupa. This group cannot be
changed later2. Map Related Goals to the Same
Group
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Goal Planning1. Every Google Analytics Goal is
automatically placed in a groupa. This group cannot be
changed later2. Map Related Goals to the Same
Group3. Macro Conversions
a. Purchaseb. Free Trialc. Content Download
4. Micro Conversionsa. PDF Downloadsb. Watch Videoc. Pricing Page
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Goal Planning1. Every Google Analytics Goal is
automatically placed in a groupa. This group cannot be
changed later2. Map Related Goals to the Same
Group3. Macro Conversions
a. Purchaseb. Free Trialc. Content Download
4. Micro Conversionsa. PDF Downloadsb. Watch Videoc. Pricing Page
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Goal Planning1. Every Google Analytics Goal is
automatically placed in a groupa. This group cannot be
changed later2. Map Related Goals to the Same
Group3. Macro Conversions
a. Purchaseb. Free Trialc. Content Download
4. Micro Conversionsa. PDF Downloadsb. Watch Videoc. Pricing Page
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Goal Planning1. Destination Goals
a. Require a unique thank you page for each goal
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Goal Planning1. Destination Goals
a. Require a unique thank you page for each goal
2. Valuea. Actualb. Averagec. Relative
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Goal Planning1. Destination Goals
a. Require a unique thank you page for each goal
2. Valuea. Actualb. Averagec. Relative
3. Event Trackinga. Track clicks on a specific
locationb. Generate unique
JavaScript Code
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Event Tracking
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Event Tracking
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Goal Planning1. Destination Goals
a. Require a unique thank you page for each goal
2. Valuea. Actualb. Averagec. Relative
3. Event Trackinga. Track clicks on a specific
locationb. Generate unique
JavaScript Code
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Goal Setup1. Go to Admin
a. Goalsb. Create a goal
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Goal Setup1. Go to Admin
a. Goalsb. Create a goal
2. Give the goal a descriptive namea. “Free Trial Signup”b. “Analytics Cheat Sheet”
3. Select Goal Type
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Goal Setup1. Go to Admin
a. Goalsb. Create a goal
2. Give the goal a descriptive namea. “Free Trial Signup”b. “Analytics Cheat Sheet”
3. Select Goal Type4. Goal Details
a. Equals Tob. Begins Withc. Regular Expression
5. Value6. Funnel7. Verification
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Goal Setup1. Go to Admin
a. Goalsb. Create a goal
2. Give the goal a descriptive namea. “Free Trial Signup”b. “Analytics Cheat Sheet”
3. Select Goal Type4. Enter Event Values from planner5. Verification
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Start Analyzing● Which traffic sources drive the most conversions?● Which landing pages drive the most conversions?● Which sources/pages drive the most valuable conversions?● Are there high-traffic pages that could convert better?● What’s the most common conversion path?
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Content Groups
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A content group is a collection of content that would naturally be grouped together.
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Content Groups1. Creates a new dimension in
Google Analytics2. Quickly pull aggregate metrics
for related groups of content3. Measure impact of overall
campaigns4. Create up to 5 “content
groupings” per viewa. Create content groups
within each grouping
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Setup1. Under “Admin” Select Content
Grouping2. New Content Grouping3. Configure the grouping
a. Tracking Codeb. Extractionc. Rule Definitions
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Setup1. Under “Admin” Select Content
Grouping2. New Content Grouping3. Configure the grouping
a. Tracking Codeb. Extractionc. Rule Definitions
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Setup1. Under “Admin” Select Content
Grouping2. New Content Grouping3. Configure the grouping
a. Tracking Codeb. Extractionc. Rule Definitions
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Setup1. Under “Admin” Select Content
Grouping2. New Content Grouping3. Configure the grouping
a. Tracking Codeb. Extractionc. Rule Definitions
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Notes1. Rules are applied in the order
specified2. Content groups do not apply to
historical data3. Any given page can only belong
to one content group
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Reporting1. Reports are located under the
“All Pages Report”2. Change the Primary Dimension
to “Content Grouping”3. Select Desired Content Group
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Annotations
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Annotations are small notes that keep track of important events
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Annotations1. Click the arrow beneath the
graph in the Explorer2. Click Create new annotation3. Applications
a. Site Redesignsb. Site Migrationsc. Analytics Errorsd. A/B Testing
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Bonus
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Shortcuts1. Located under customizations2. Create a Shortcut to any Google
Analytics report3. Shortcuts Remember
a. Filtersb. Segmentsc. Secondary Dimensions
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Dashboards1. Create custom charts for
monthly reportsa. Use any dimension/metricb. Apply filters
2. Quickly copy and paste all from one place
3. Dashboard Templatesa. Ecommerceb. Conversion
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1. Views2. Filters3. Goals4. Content Groups5. Annotations6. Shortcuts7. Dashboards
Google Analytics
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WEBINAR: EPISODE 02
AnalyticsHow to start getting the most out of your Google AnalyticsWITH: CHRISTINA SANDERS
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WEBINAR: EPISODE 03
SEO Metrics:Which SEO metrics matter and which do notWITH: PJ HOWLAND
April 111:00 pm MST
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up@97thfloor.com
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