Google analytics for marketers beyond the basics

Charlie Kalech

Director, J-Town Internet Services Ltd.

February 26, 2015

For MarketersFor Marketers

✔ Customized Reports (Dashboards)

✔ Segmentation

✔ Filtering

✔ Tracking On-Site Actions

✔ Comparing Your Site to the Competition

(Benchmarking)

✔ Integrating Your Site and Google Analytics

With Other Google Assets

Beyond BasicsBeyond Basics

Data Is Only Useful If It Data Is Only Useful If It

Answers Informed QuestionsAnswers Informed Questions

What Are Your Goals and What Information Do

You Need To Have In Order To Reach Them?

What Are Your Business Intelligence Questions?

Why Analytics?Why Analytics?

Dashboards contain up to 12 Widgets

Widgets are mini-reports

displaying data as maps

numbers, charts or tables

Widgets can be created in the dashboard and

can link to standard or custom reports by

clicking on the widget title

Dashboards & WidgetsDashboards & Widgets

Default DashboardDefault Dashboard

Custom DashboardsCustom Dashboards

Creating DashboardsCreating Dashboards

Widget TypesWidget Types

✔ Metric/Counter - Number of a single metric.

✔ Timeline - Graph of metric over time. You can compare this to a secondary metric.

✔ Geomap - Metric plotted on the map of the selected region.

✔ Table – Table of up to 2 metrics

✔ Pie - Pie chart of the selected metric grouped by a dimension.

✔ Bar - Bar chart of the metric grouped by up to 2 dimensions. Mouse over a segments of charts or regions on maps to see the specific metric values.

Real-Time Widgets Real-Time Widgets

Real-Time Widgets can only displayActive Users or Pageviews, depending on the Widget

✔ Counter - A count of the active users on your site. You can optionally group these users by a selected dimension.

✔ Timeline - Graph of pageviews on your site for the past 30 to 60 minutes.

✔ Geomap - Map showing where your active users are.

✔ Table - Plots active users against up to 3 selected dimensions.

Custom Widgets Custom Widgets

Custom Widgets Custom Widgets

Add From Reports Add From Reports

Dashboard GalleryDashboard Gallery



Solutions GallerySolutions Gallerywww.google.com/analytics/gallery

Editing WidgetsEditing Widgets

Customize DashboardCustomize Dashboard

Emailing ReportsEmailing Reports

Segments vs. FiltersSegments vs. FiltersDimensions vs. MetricsDimensions vs. Metrics

Dimensions vs. MetricsDimensions vs. Metrics

Dimensions: Describe DataExample: Location Dimension – City Name, Latitude, Longitude

Metrics: MeasureExample: Location Metric - Population


Dimensions & MetricsDimensions & MetricsReference ToolReference Tool

https://developers.google.com/analytics/devguides/reporting/core/dimsmets


Dimensions: Describe DataExample: Location Dimension – City Name, Latitude, Longitude

Metrics: MeasureExample: Location Metric - Population

SegmentsSegmentsYou can add up to 4 segments to your Dashboard to compare different types of session or groups of user.

Segments are either:● Subsets of Users Example: Users who added an item in their shopping cart but did not purchase

● Subsets of Sessions Example: Sessions which reached a conversion goal

Segments:Segments:Definition & MetricsDefinition & Metrics

Segments are Defined by Dimensions and Metrics

Example: COUNTRY contains “Israel”SESSION DURATION > “360”TRAFFIC SOURCE contains “Google”

SegmentsSegments

SegmentsSegments

Segments & DashboardsSegments & Dashboards

FiltersFiltersFilters transform the data for a certain view according to conditions you specify

If the condition you set is true, an action is taken

Once the data has been transformed, it is irreversible and can not be applied retroactively (unlike segments) Therefore, Always Save A Default View With No Filters

For Example:Excluding Your Business' IP Address So Your Employees Visits Are Not Included In Analytics Reports

FiltersFilters

FiltersFiltersCreate A New Filter AND A NEW VIEW

FiltersFilters

FiltersFilters

FiltersFilters

FiltersFilters

FiltersFilters

Filters in Two ViewsFilters in Two Views

View Reports Through FiltersView Reports Through Filters

Tracking On-Site ActionsTracking On-Site Actions

Custom Events 1) Add an HTML event to an element of your web page (e.g., clicks, loads, mouse-overs, plays, etc.)

2) Use Google's standard Google Analytics JavaScript to send event data to your account.

How Many People Watched My Video?

How Many People Started Watching and Then Stopped?

Google Custom EventsGoogle Custom Events

Google Analytics push: The "_gaq.push()" part of the code connects to your page and signals that data needs to be sent to your Google Analytics account.

Category: Events are best organized into different categories depending on the behavior or functionality they track (e.g., video, ads, links, etc.).

Action: How people interact with what you're tracking (e.g., plays, views, clicks, etc.).

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Label: (Optional) Associate data with custom events (e.g., names of videos, URLs of clicked links, user-provided values such as ZIP codes, etc.).

Value: (Optional) Stores integers with your events (e.g., price, time codes, etc.).

Interaction: (Optional) the non-interaction value can be set to "true" or "false" and dictates whether your event will contribute to your site's bounce rate.

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Examples:

Clicking on a link that goes to a page without GA code (eg., Offsite, PDF).

gaq.push(['trackEvent', 'External Link', 'Click'. 'Download 2014 Annual Report']);

Used in conjunction with onclick events

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Examples:

Tracking plays, starts, stops, & other forms of engagement when users interact with a video.

gaq.push(['trackEvent', 'Video', 'Play'. '2015 Keynote Presentation']);

Can Not Be Used With All Players – Check Out http://wistia.com/doc/google-analytics

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BenchmarkingBenchmarkingCompare with sites with similar traffic levels in your industry and location.

✔ Over 1600 industry categories

✔ Refine the data by geographic location

✔ And 7 traffic size classifications

Example:

“Universities” in Israel that receive 500-1000 avg. daily sessions.

Benchmarking & DimensionsBenchmarking & DimensionsBenchmarking data is available within the following dimensions:

✔ Channel

✔ Location

✔ Device

Benchmarking & MetricsBenchmarking & MetricsYou can compare your data against benchmarks for the following metrics:

✔ Sessions

✔ % New Sessions

✔ New Sessions

✔ Page /Session

✔ Avg. Session Duration

✔ Bounce Rate

Enabling BenchmarkingEnabling Benchmarking

1) Sign in to your Google

Analytics account.

2) Select the Admin tab.

3) Under ACCOUNT,

Click Account Settings.

4) Select the Anonymously with Google and others checkbox.

5) Click Save.

Enabling BenchmarkingEnabling Benchmarking

1) Sign in to your Google

Analytics account.

2) Select the Admin tab.

3) Under ACCOUNT,

Click Account Settings.

4) Select the Anonymously with Google and others checkbox.

5) Click Save.

BenchmarkingBenchmarkingUse the selection menus (at the top of each report) to define the benchmark against which you want to compare your data.

✔ Industry Vertical: Select one of over 1600 industry categories.

✔ Size by Daily Visits: Select from seven traffic size classifications. This allows you to compare your property against properties with similar traffic levels in your industry.

✔ Geographic Location: Limit Benchmarking data to the a specific country or territory by selecting a geographic location.

The number of properties contributing to the aggregate benchmark data is shown at the top of the report.

BenchmarkingBenchmarking

BenchmarkingBenchmarkingThe values in the table show the percentage by which your property outperforms or underperforms the benchmark for each metric.

BenchmarkingBenchmarkingToggle Metrics On/Off

BenchmarkingBenchmarkingToggle Background Color On/Off

BenchmarkingBenchmarkingHow Do We Use This?



Webmaster ToolsWebmaster Tools

Thank You

Charlie Kalech Director, J-Town Internet Services Ltd.

www.j-town.co.il

[email protected]

@CharlieKalech

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