An Introduction to Google Analytics

Adam White Website Coordinator Digital Marketing Team

An Introduction to Google Analytics

What is Google Analytics?

Getting Around

Key Reports

Campaigns

What is Google Analytics?

How many people have visited the site How many pages they have viewed Where visitors are located and what languages they speak

What technology they use to access the site

How they find the site

How they interact with the site

Google Analytics (GA) is a tool that gathers analytical information from a website equipped with the GA tracking code. This information allows us to understand:

What is Google Analytics?

What the visitor sees:

1. Client browser reads code 2. Collects client data 3. Sends data to Google servers 4. Sets first-party cookie

Google Analytics tracking code

What the browser sees:

Audience (e.g. visitors, % new visits)

Behaviour (e.g. pages/visit, average visit duration)

Conversion (e.g. goal completions)

Metrics Measure data

Dimensions Describe data

Audience (e.g. location, technology)

Acquisition (e.g. source, medium)

Behaviour (e.g. page, event)

Meaning is derived from the relationship between Dimensions and Metrics

Getting Around

Account

Property

Account

View

Property

Account

Custom reports

Properties & Views

Accounts Standard reports

Who are our audience?

How did they find us?

What did they do?

Did they achieve what we want?

What is happening right now?

Tools

Graph

Statistics

Metric Time-frame

Segments Date selector

Metrics Dimension

Search dimension

Specify secondary dimension Change dimension

Change display

Plot data on graph

Key Reports

Acquisition > All Traffic

Behaviour > Site Content > Landing Pages

Behaviour > Events > Pages

Key Reports

Campaigns

Campaign parameters:

• utm_campaign – name of campaign

• utm_source – identity of advertiser, site, publication etc. sending traffic e.g. facebook, newsletter

• utm_medium – the method of delivery e.g. referral, email • utm_term – paid search keywords (auto-filled by Google Adwords)

• utm_content – specific content of/within ad e.g. link1, link2

Campaigns

Campaigns allow us to monitor the effectiveness of different sources (e.g. ads, paid keywords, emails) by “tagging” the associated link(s).

Man

dat

ory

O

pti

on

al

Campaign

spring

utm_campaign=spring

Source newsletter1 utm_source=newsletter1

Medium email utm_medium=email

www.uea.ac.uk

www.uea.ac.uk /? utm_campaign=spring & utm_source=newsletter1 & utm_medium=email

Content toplink utm_content=toplink

& utm_content=toplink

Google URL Builder https://support.google.com/analytics/answer/1033867?hl=en-GB&ref_topic=1032998

Example

Campaign name utm_campaign

Campaign name utm_campaign

Source utm_source

Medium utm_medium

Campaign name utm_campaign

Content utm_content

Specify primary dimension

An Introduction to Google Analytics

Adam White

Website Coordinator

Digital Marketing Team

adam.j.white@uea.ac.uk

01603 591591