Download pptx - Getting Started With Google Analytics - Jon Hibbitt

GETTING STARTED WITH GOOGLE ANALYTICS

Jon Hibbitt – Technical SEO Analyst@jonhibbitt

WHAT WE DO

SEO PAY PER CLICK(PPC)STRATEGY ANALYTICS & CRO

SOCIAL MEDIA PUBLIC RELATIONS DISPLAY ADVERTISING

CONTENT MARKETING

WHO WE WORK WITH

TODAY’S MENU1. What is Google Analytics?2. Build a Measurement Plan3. Best Practice Account Set-up4. Key Reports5. Report Tips6. Google Tag Manager7. Questions

OBJECTIVES1. Get accurate data2. Have a clear measurement plan3. Identify the reports relevant to

your business4. Know what you can do and what

you need the developer to do5. Be more confident in using the tool6. Use the tool

BUSINESS ANALYTICS

WHAT IS GOOGLE ANALYTICS?

A Free Analytics Service For Measuring Online Customer

Behaviour

WHY USE GOOGLE ANALYTICS?

“ The goal is to turn data into information, and information into

insight ”Carly Fiorina – Former CEO of HP

HOW DOES IT WORK?

Collection

Processing Configuration

Reporting

https://support.google.com/analytics/answer/6081186?hl=en



WHAT DOES IT TRACK?

• Websites• Mobile Apps• Internet ‘Things’

https://support.google.com/analytics#topic=3544906



Map Your Business Objectives to Analytics

MEASUREMENT PLAN

DO IT GOOGLE’S WAY

https://analyticsacademy.withgoogle.com/explorer



PLAN• Document business objectives• Identify strategies and tactics• Choose Key Performance

Indicators (KPIs)• Choose Segments• Set Targets

1

2

3

4

5

PLANNING PROCESS

My Business Exists To…Ta

ctic

s

Strategy: Engage Users

KPIs

Get more leads Increase online sales

Segm

ents Marketing channel (search, ppc, email, social)

New vs Returning Visitors

Geography (For brick & mortar businesses)

Drive Store Visits

Strategy: Sell Products

Sell Online

Recency /Frequency

Social Shares

Drive Blog Engagement

Revenue£

Avg. ordervalue: £

Find storelocation

Printed Coupon

PLANNING PROCESS DETAIL

1. DOCUMENT BUSINESS

OBJECTIVES

• Get more leads• Sell more products

Drive Store Visits

Sell Online

2. IDENTIFY STRATEGY &

TACTICS

Printed a Coupon

Revenue

Shared Blog Post on Facebook

• RevenuePrinted CouponShared on Social

£3. CHOOSE

KPIs

4. CHOOSE TRAFFIC SEGMENTS

Marketing Channel - Organic, PPC, Email, Social

New vs Returning Visitors

Geography (For brick & mortar businesses)

5. BENCHMARK KPIsRevenue

Average order value

Printed a Coupon

Recency & Frequency of Customer Visits

Social Sharing of Blog Posts

£

££

In Store Visits +15%

Revenue +20%

Average Order +15%

6. SET GOALS

7. MEASURE & IMPROVE

In Store Visits +15%

Revenue +20%

Average Order +15%

On two occasions I have been asked, "Pray, Mr. Babbage, if you put into the machine wrong figures, will the right answers come out?" ... I am not able rightly to apprehend the kind of confusion of ideas that could provoke such a question.

—Charles Babbage, Passages from the Life of a Philosopher - 1864

ACCOUNT STRUCTURE

• ACCOUNT• PROPERTY• VIEW• USERS• PERMISSIONS




ACCOUNT SET-UP

Tracking code

https://support.google.com/analytics/answer/1008080?hl=en#GTMvsGA



GA UA-TRACKING CODE

Paste it immediately before the closing </head> tag




CHECK TRACKING CODE WORKS



VIEWS




SET-UP 3 NEW VIEWS




UNFILTERED, TEST & MASTER VIEWS


• Unfiltered – Raw data• Test – Apply filters /

changes here and test• Master – Your working

filtered account



SET VIEW SETTINGS


• Website URL: www.mywebsite.com or mywebsite.com

• Timezone: UK – London GMT+00:00 to include BST

• Currency: GBP• Exclude all hits from known

bots and spiders - Check• Site Search Tracking – Check



FILTERS


GA REPORT

CA

B• Include – Only X• Exclude – X,Y,Z

E.g. Include only UK trafficExclude, Me, my web designer



CREATE & MANAGE FILTERS




USER MANAGEMENT


• Account Level• Property Level• View Level



USER MANAGEMENTPERMISSIONS

https://support.google.com/analytics/answer/2884495

• Manage Users• Edit• Collaborate• Read & Analyse



KEY REPORTS

DIMENSIONS & METRICS

https://analyticsacademy.withgoogle.com/course01/unit?unit=3&lesson=2

• Landing page• Page Title

• Pageviews• Bounce Rate

E.g. /shop/ Widgets | Offers – My Business

E.g. 738 34%



DIMENSIONS & METRICS


Dimension (Page) Metrics (Pageviews, Bounce Rate)



AUDIENCEWhere They Come From, What They Do, Key

Demographics

AUDIENCE OVERVIEW

• Start point in GA

• Overview of traffic report




DEMOGRAPHICS &

INTERESTS

• Enable setting in Admin• Better understand your

audience segments• Not all visitors included• Update privacy settings

https://support.google.com/analytics/answer/2799357?hl=en-GB



GEOWhere Did Customers Come From?

GEO

• Where visitors come from

• Language spoken

• Drill down into City,

continent, sub-continent

BEHAVIOURWhere and how do customers engage?

BEHAVIOUR

• New Vs Returning Frequency & Recency

• Pages viewed by age group?

• Why?

DASHBOARDSPerformance at a Glance

DASHBOARDS

• Add reports ‘widgets’

• Executive overview of performance

• Which pages deliver?

• Technical Performance




SHORTCUTSOrganise Data Into Your Own Report

KEY REPORTING TOOL - SHORTCUTS




KEY REPORTING TOOL - SHORTCUTS

https://support.google.com/analytics/answer/2676996?hl=en#Create



SHORTCUTS

• Make sure rows is set to maximum

• Save time consuming drill downs into one click reports

• Make more changes and save

INTELLIGENCE REPORTSGet alerts when something changes

KEY REPORT – INTELLIGENCE EVENTS




KEY REPORT – CUSTOM INTELLIGENCE EVENTS

https://support.google.com/analytics/answer/1033021?hl=en#create



KEY REPORT CUSTOM

INTELLIGENCE EVENTS

• Sessions > 50%• Sessions < 50%• Organic > 10%• Goal completions…




REAL TIME REPORTSGreat For Testing, Social Campaigns, PR Releases

ACQUISITIONWhere Are Customers Coming From? What Channels

Convert Well? Or Don’t!

ACQUISTION OVERVIEW

• Which channels are bringing in customers?• Which channels are

converting?• Which campaigns are

effective?

ACQUISITION - CHANNEL PERFORMANCE




ADWORDSIntegrate with Google Analytics

ADWORDS

See PPC performance in Analytics &

Analytics performance in PPC

https://support.google.com/adwords/answer/1704341?hl=en-GB



SEARCH ENGINE OPTIMIZATIONKeywords & Pages - Organic Search Visits

SEARCH ENGINE OPTIMIZATION

• Brand vs Non-Brand

• Average Position• Click Through Rate

(CTR)

https://support.google.com/webmasters/answer/1120006?hl=en



SOCIAL ANALYTICS How Does Social Contribute To Conversions?

SOCIAL ANALYTICS • Measure

value of social

• Set-up goalshttps://support.google.com/analytics/answer/1683971?hl=en



CAMPAIGN TRACKINGTrack Actions GA Doesn’t Auto Track

CAMPAIGNTRACKING

• E-mail links• Tweets• Facebook Ads• Affiliate Links

Use Google’s URL Builder

‘Marketing’ own thishttps://support.google.com/analytics/answer/1033867?hl=en

http://www.mysite.com/signup?utm_source=newsletter-20150726&utm_medium=email&utm_campaign=ga-training-offer-20150726







CAMPAIGN TRACKING

BEHAVIOURHow Customers Interact With Your Content

BEHAVIOUR

• Which page are most popular

• Which pages are valuable• Which website sections

are popular• Drill downs through

sections• Top landing pages




SITESPEEDFind the Speed Traps

SITESPEED

• Watch out for slow browser load times

• Test in www.webpagetest.org

• Follow Google’s speed suggestions

http://www.webpagetest.org/

http://www.webpagetest.org/

• Understand what customers are looking for• Create new content based on customer

searches• Optimise navigation elements

SITE SEARCHView Keywords Customers Enter On Your

Website




EVENTSTrack Key Interactions on your site


• Track Downloads• Video Plays• AJAX calls• Outbound Clicks



CONVERSIONSGoals & E-Commerce Performance

GOALS

• Destination URL – registration completion page reached

• Time based - 5 minutes on site

• Event fired – video play, link click

• Always assign ££ values




GOALS

• Set-up in Admin section of GA

• Use template or custom setting

• Follow process• Max 20 per view





GOALS

• Name the goal• Set type• Next Step




GOALS

• Set Destination• Give a value• Verify goal to test

it works• Or test in real time

report





GOALS

• Use Reverse Goal Path to see user journey to conversion

• Use Funnel Visualisation to see main pages leading to conversion

• Set-up goal funnels to optimise conversion

https://support.google.com/analytics/topic/1631741



CONVERSIONSE-Commerce Performance

E-COMMERCE

• Ask your developer to set-up product tracking• Turn E-Commerce on in view admin settings• Enable Cross Domain Tracking if using third party payments

https://support.google.com/analytics/answer/1009612?hl=en#Enable



E-Commerce

• Compare product sales by date

• Transactions (and upsells) by ID

• Discover sales cycle length





MULTI CHANNEL FUNNELSE-Commerce Performance




MULTI FUNNEL REPORTS

• See how different channels contribute to conversions

• See channels ‘assisting’ conversions

• View top combinations of channels leading to conversions

• See time from first engagement to conversion




KEY REPORTING TOOLS

REPORTING TOOLS MAP




KEY REPORTING TOOL - ALERTS




KEY REPORTING TOOL ALERTS

Status updates on the health of your GA account




KEY REPORTING TOOL – DATE RANGE




DATE RANGE SELECTION




DATE RANGE SELECTION




DATE RANGE TIPS

• Compare historic activity

• Check seasonal variations

• Conduct micro analysis using hour selector

KEY REPORTING TOOLS - ANNOTATIONS




ANNOTATION TIPS

• Document changes to the website

• Document campaign launches

• Ask third parties to document their work

• Note causes of spikes or drops

KEY REPORTING FEATURES - SEGMENTS




KEY REPORTING FEATURES - SEGMENTS




KEY REPORTING FEATURES – SEGMENTS ALL SESSIONS VS ORGANIC




KEY REPORTING TOOLS – FILTERS




FILTER TIPS

• Start simple and refine

• Use the advanced selector to build more complex queries




KEY REPORTING TOOLS – SECONDARY DIMENSIONS




SECONDARY DIMENSIONS TIPS

Slice data at report level for detailed analysis

SHARE DATA

• Email• CSV, XLSX, PDF,

Google Sheets• Daily, Weekly,

Monthly• For X period• Export




KEY REPORT ACQUISITION

CHANNELS• Find out where the

traffic comes from• Plot rows to visualize• Channel performance• Drill into data by

clicking channel grouping links

Google Tag Manager

http://www.google.co.uk/tagmanager/



Google Tag Manager• Less requirement for web developers to deliver code

changes for tracking• Manage all tracking tags in one place online• Enhanced Ecommerce tracking provides detailed reporting

on every facet of shopping and purchasing behaviour, e.g. which products were seen, added or removed from cart, initiated, abandoned and completed transactions




ResourcesEveryone was a beginner at some stage. In every sector, everyday there’s someone starting out who wants to pick up the basics as quickly and painlessly as possible.

Google ChromeGoogle Tag AssistantGoogle Analytics Debugger Digital Analytics Fundamentals

http://www.google.com/chrome/

https://chrome.google.com/webstore/detail/tag-assistant-by-google/kejbdjndbnbjgmefkgdddjlbokphdefk?hl=en

https://chrome.google.com/webstore/detail/google-analytics-debugger/jnkmfdileelhofjcijamephohjechhna?hl=en

https://chrome.google.com/webstore/detail/google-analytics-debugger/jnkmfdileelhofjcijamephohjechhna?hl=en

https://analyticsacademy.withgoogle.com/course01

SEO KPIsTypes of Goal– Engagement– Conversions– Visibility– Reputation – Credibility and status– Market leadership– Competitive advantage

KPI’s– Organic traffic – Visitor numbers– Volume of traffic achieved based on

keywords– Click-Through-Rates – Downloads– Conversions– Sales– Website engagement etc.

ORAny time left…

ANY QUESTIONS?OR

EXERCISECreate your measurement plan

• Business Objective• Strategy• Tactics• GA KPIs• Segments

SUGGESTIONS• Business Objective – No1 low cost airline in Europe• Strategy – Sell Services• Tactics - Sell Online• GA KPIs – E-Commerce - Revenue, Avg Order Value• Goals – Newsletter, sign-ups• Segments – Email, Organic Search, PPC

OR01273 733 433

[email protected]

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