Google Analytics

Overview● What’s Google Analytics?● The Google Analytics implementation formula.● Steps involved in installing Google Analytics.● Tracking events, campaigns and ecommerce data.● Creating goals and funnels for proper analysis and

reporting.● Understanding the Analytics dashboard, and

creating a custom dashboard.

What is Google Analytics?

And why should you know about it?

A tool by Google that measure website user interactions to help you analyze and take right marketing decisions.

GA Implementation Formula

● Step 1: Google Tag Manager Installation

● Step 2: GA Installation using GTM

● Step 3: Tracking Events● Step 4: Creating Goals & Funnels● Step 5: Tracking Ecommerce

Data ● Step 6: Tracking Campaigns● Step 7: Creating Custom

Reporting Dashboard

Tools Used in this Training

1. Google Merchandise Demo

Account2. Google Tag Manager3. Google Tag Assistant (Chrome

plugin)4. Wordpress

5. Wordpress Google Tag Manager Plugin

Let’s go data driven digital marketing?

Step 1:

Installation of Google Tag Manager

What’s Google Tag Manager?

A free tool to install and manage tracking and application scripts without a help of a developer.

How to install it?

1. Create account and get container code or ID

2. Install GTM plugin in wordpress

3. Verify with Google tag assistant chrome plugin

What you should know about:

Tags - Triggers - Variables

And...

Data Layer:A data layer is an object that contains

all the information that you want to pass to Google Tag Manager.

Let’s move further with

Data Driven Digital Marketing

Step 2:

Google Analytics Installation with Tag

Manager

Step 2: GA Installation with GTM1. Fetch Tracking ID from Analytics Account2. Create a new tag in tag manager3. Create a GA tracking ID variable in tag manager4. Create a pageview trigger in tag manager5. Test the installation with debug mode6. Publish the tag7. Use Google tag assistant to verify8. Verify with GA real time report

Dashboard Overview and Understanding of Important

Terms

● User● Session● Pageviews● Bounce Rate● Exit● Conversion Rate● Source / Medium

Step 3:

Tracking Events with GTM

What’s an event?

An event is an action taken by a user on your website.

How can you track events?1. Button Click Tracking

2. Scroll Tracking

Button Click Tracking

Button Click Tracking

1. Create a generic click trigger2. Fetch button click unique identifier from data layer3. Create a tag4. Modify generic click trigger for button click5. Test with preview and debug mode6. Verify with GA real time report

Scroll Tracking

Scroll Tracking

1. Enable scroll depth variables2. Create scroll trigger3. Create scroll tag4. Test with preview & debug mode5. Verify with GA real time report

Step 4:

Goals and Funnel Tracking

Goals are objectives you create for your marketing.

Type of Goals you can Track in GA

Destination Duration Pages per session Event

Step 5:

Tracking Ecommerce Data

Step 5: Tracking Ecommerce Data1. Enable ecommerce from GA Admin

2. Enable ecommerce from GTM WP Plugin

3. Find an event name “gtm4wp.orderCompleted” from Chrome developer tool

4. Create a Transaction tag in GTM

5. Create a custom event trigger using event name

6. Test with GTM preview and debug mode

Step 6:

Custom Campaign Tracking

UTM (Urchin Tracking Module) parameters.

Step 7:

Creating Custom Reporting Dashboard

Step 7: Creating Custom Reporting Desktop Example: Conversion Summary Dashboard

1. What is a conversion rate of each source/medium?

2. What is a conversion rate from each device type?

3. What is a conversion rate from each city/country?

4. What is a conversion share of each source medium?

5. What is a conversion share of male vs female?

GA - Ask a Question

https://www.youtube.com/watch?v=Y_NrnMETM3c

Now the fun part!

A Quiz

Question One:

Your company created a new eBook and published it on your website. How can you use Google Analytics to see how many people downloaded it?

● Setup a Goal● Look at number of sessions on eBook

landing page● Look at the referral traffic to eBook landing

page

Question Two:

Your boss wants to know which devices are being used to visit your company website. You can gather data on which of the following devices:

● Desktop computers● Tablets● Smartphones● All of the above

Question Three:

Your client asks you to pull information around geographic location, age and gender for their website audience. These are called:

● Dimensions● Metrics● Goals

Bonus: A deadly combinationQuantitative Analysis = Google Analytics

Qualitative Analysis = Hotjar Analytics

And finally…

Any Questions?