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Google Analytics
a measurement tool you can’t live without
What is it?• Google Analytics is a free, online tool for measuring
activity associated with a website
• http://youtu.be/cbtf1oyNg-8
Why do we need it?• The built-in analytics on most sites aren’t very good
• http://www.typepad.com
GA’s process(GA = Google Analytics)
4 steps• Collection
• Configuration
• Processing
• Reporting
• https://analyticsacademy.withgoogle.com/course0
2/course
Collection• Go to
google.com/analytics
• Register for your site or
app
• Receive tracking code
• Install
Configuration and processing
• You can customize your account so that it collects
only the data you want
o Example: adding filters
• During processing, GA will use the filters to manage
the data
• Once data is processed, it can’t be changed
Reporting• GA provides processed data, usually in the form of
charts and graphso http://www.google.com/analytics
• You can also have the data sent to your own
reporting tool
Example
Understanding the dataGoogle recommends 2 steps
Segmentation
isolating and analyzing subsets of your data
Context
helps you understand if performance is good or bad
What to measureIn GA’s jargon
Conversions
Attributions• Assigning credit for a conversion
• Not just the “last click” but all the interactions that
led to a macro conversion
First things firstCreate a plan
Online course• Digital Analytics Fundamentals
• Units 1 & 2
• https://analyticsacademy.withgoogle.com/course0
1
StrategyThe numbers are meaningless if you don’t use them to create
better strategy
Example: Coke
