GoogleAnaly+cs
Measure
Learn
TakeAc.on
@GoogleExpertsUK [email protected]
QuicklyLookAt
• DeployingGoogleAnaly+cs
• WhatAspectsofYourMarke+ngAre
Working?
• AreVisitorsEngagingWithYourWebsite?
• AreYouMeasuringYourReturnOn
Investment(ROI)?
• UsefulTools
Deploy-GA
GAonTheSite
• HardCoded
• Plugin
GA-Coded
GA-Plugin
GoogleTagManager(GTM)
• Addandupdateyourowntagsforconversion
tracking,siteanaly+cs,remarke+ngandmore.
• QuicklydeployGoogleandthird-partytags
– Tawk.to
– Hotjar
– LinkedinInsight
GoogleTagManager(GTM)
GTM-Coded
GTM-Plugin
DiveIn-GA
Login!
SomeTermsUsedinGA
• Audience
• Acquisi+on
• Behaviour
• Conversions
• BounceRate
• Sessions
Confused?
SomeTermsUsedinGA
• Audience–wheredidtheycomefrom?
• Acquisi+on–Howdidyougetthem?
• Behaviour–Howdidtheyinteractwiththe
website?
• Conversions–Didtheydowhatyouwanted?
• BounceRate–LeYfromsamepagethey
entered
• Sessions–Default30minutese\ng
WhatMarke+ngIsWorking?
Acquisi+on
TypesofTraffic
• Direct–visitorswhotypedinURLorhavesite
bookmarked
• Social–visitorsfromasocialnetwork
• OrganicSearch–visitorscomingfromasearch
engine
• Referral–visitorswhocometoyourwebsite
viaalink
GoogleAdWords
WhichSocial?
WhereonSocial
GoogleURLBuilder
h1ps://ga-dev-tools.appspot.com/campaign-url-builder/
CallItWhatItIs
CreateEmail
UsecreatedURLasyourlink
CampaignName
WordCamp
FollowTheDetails
ForFutureReference
NamingConven+on
• Makeitsothatanofficejuniorthatstartsnextmonthcanunderstandit
• WebsiteURL*
• CampaignSource*
• CampaignMedium
• CampaignTerm
• CampaignContent
www.stormchasersdigital.com?
utm_source=email&utm_medium=promo+on&utm_campaign=WordCamp&utm_
term=personal%20invite&utm_content=link%20to%20website
SplitTes+ng
Ki1en Puppy
hfp://stormchasersdigital.com/?
utm_source=twifer&utm_campaign=Dig
ital-In-
Kent&utm_medium=image&utm_term=a
re-you-afending&utm_content=ki1en
hfp://stormchasersdigital.com/?
utm_source=twifer&utm_campaign=Di
gital-In-
Kent&utm_medium=image&utm_term=
are-you-
afending&utm_content=puppy
TidyURL?
hfp://goo.gl
TidyURL?
hfps://app.bitly
VisitorEngagement
OurWebsitePlan
Home Service
AboutContact
Behaviour
BehaviourFlow
Isthishowweplannedit?
Whatcanwedotoimprove?
Doweneedtochangeourgoals?
HighlightAFlow
HighlightedFlow
ChangeInforma+on
LandingPages
Wherevisitorsenterthewebsite
ExitPages
Wherevisitorsleavethewebsite
SiteSearch
Visitorstellingyouwhattheywanttosee
MeasuringROI
OurWebsitePlan-Se\ngaGoal
Home Service
AboutContact
FromRepor+ngScreen
AdminScreen
CreateAGoalView
GetTheSe\ngsRight
CreateAGoal
GiveItAName
AddDetails
AddAValue
TheFormula
• C=Totalwebsiteconversions
• R=Totalrevenuefromwebsiteconversions
• GV=Averagegoalvalue,orrevenueperconversion
• GV=R/C
That’sit,butlet’sdoanexampletoillustratethepoint:
Totalwebsiteconversions:50
Totalrevenuegeneratedfromwebsite:£2,500
Goalvalue(Gv)=2500/50
Everygoalis‘worth’£50
Ini+ally
OurWebsitePlan-Se\ngaGoal
Home Service
AboutContact
LookingforROI
• Totalwebsiteconversions:50
• Totalrevenuegeneratedfromwebsite:£2,500
• Goalvalue(Gv)=2500/50
• Everygoalis‘worth’£50
• Weconvert5%ofvisitors
• 1000visitors=£2,500
• £2.50pervisitor
LookingforROI
• Adver+singcostis£1.50pervisitor
• ROI£1pervisitor
DownloadPDF–h1p://stormchasersdigital.com/resources
@GoogleExpertsUK [email protected]
USEFULTOOLS
GoogleTagAssistant
GoogleAnaly+csDebugger
FacebookPixelHelper
WASPInspector
TagManagerInjector
GTMDatalayerSiYer
GTMSonar
GoogleAnaly+csTMClient
DataSlayer
PageAnaly+cs(byGoogle)
PageAnaly+cs(byGoogle)