Getting Started With Google Analytics - Jon Hibbitt

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GETTING STARTED WITH GOOGLE ANALYTICSJon Hibbitt Technical SEO Analyst@jonhibbitt

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WHAT WE DO

SEOPAY PER CLICK(PPC)STRATEGYANALYTICS & CROSOCIAL MEDIAPUBLIC RELATIONSDISPLAY ADVERTISINGCONTENT MARKETING

WHO WE WORK WITH

TODAYS MENU

What is Google Analytics?Build a Measurement PlanBest Practice Account Set-upKey ReportsReport TipsGoogle Tag Manager7. Questions

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OBJECTIVES

Get accurate dataHave a clear measurement planIdentify the reports relevant to your businessKnow what you can do and what you need the developer to doBe more confident in using the toolUse the tool

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

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WHAT DOES IT TRACK?

WebsitesMobile AppsInternet Thingshttps://support.google.com/analytics#topic=3544906

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Map Your Business Objectives to Analytics

MEASUREMENT PLAN

DO IT GOOGLES WAY

https://analyticsacademy.withgoogle.com/explorer

PLANDocument business objectivesIdentify strategies and tacticsChoose Key Performance Indicators (KPIs)Choose SegmentsSet Targets

12345PLANNING PROCESS

My Business Exists To

TacticsStrategy: Engage Users

KPIsGet more leads

Increase online sales

Segments

Marketing channel (search, ppc, email, social)

New vs Returning Visitors

Geography (For brick & mortar businesses)Drive Store VisitsStrategy: Sell Products

Sell Online

Recency /Frequency

Social SharesDrive Blog Engagement

Revenue

Avg. ordervalue:

Find storelocation

Printed CouponPLANNING PROCESS DETAIL

1. DOCUMENT BUSINESS OBJECTIVESGet more leadsSell more products

2. IDENTIFY STRATEGY & TACTICS

RevenuePrinted CouponShared on Social

3. CHOOSE KPIs

4. CHOOSE TRAFFIC SEGMENTS

5. BENCHMARK KPIs

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

ACCOUNTPROPERTYVIEWUSERSPERMISSIONShttps://support.google.com/analytics/answer/1009618?hl=en

ACCOUNT SET-UP

Tracking code

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

GA UA-TRACKING CODE

Paste it immediately before the closingtag

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

CHECK TRACKING CODE WORKS

https://support.google.com/analytics/answer/1008083?hl=en

VIEWS

https://support.google.com/analytics/answer/2649553?hl=en

SET-UP 3 NEW VIEWShttps://support.google.com/analytics/answer/2649553?hl=en

UNFILTERED, TEST & MASTER VIEWS

https://support.google.com/analytics/answer/2649553?hl=en

Unfiltered Raw dataTest Apply filters / changes here and testMaster Your working filtered account

SET VIEW SETTINGS

https://support.google.com/analytics/answer/1010249?hl=en

Website URL: www.mywebsite.com or mywebsite.comTimezone: UK London GMT+00:00 to include BSTCurrency: GBPExclude all hits from known bots and spiders - CheckSite Search Tracking Check

FILTERS

https://support.google.com/analytics/answer/1033162?hl=en

Include Only XExclude X,Y,Z

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

CREATE & MANAGE FILTERShttps://support.google.com/analytics/answer/1034823?hl=en

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USER MANAGEMENT

https://support.google.com/analytics/answer/1009702?hl=en

Account LevelProperty LevelView Level

USER MANAGEMENTPERMISSIONS

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

Manage UsersEditCollaborateRead & Analyse

KEY REPORTS

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

Landing pagePage TitlePageviewsBounce RateE.g. /shop/ Widgets | Offers My BusinessE.g. 738 34%

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

Dimension (Page)Metrics (Pageviews, Bounce Rate)

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AUDIENCEWhere They Come From, What They Do, Key Demographics

AUDIENCE OVERVIEW

Start point in GAOverview of traffic report

https://support.google.com/analytics/answer/1012034?hl=en

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DEMOGRAPHICS &INTERESTS

Enable setting in AdminBetter understand your audience segmentsNot all visitors includedUpdate privacy settingshttps://support.google.com/analytics/answer/2799357?hl=en-GB

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GEOWhere Did Customers Come From?

GEO

Where visitors come fromLanguage spokenDrill down into City, continent, sub-continent

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BEHAVIOURWhere and how do customers engage?

BEHAVIOUR

New Vs Returning Frequency & Recency Pages viewed by age group?Why?

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DASHBOARDSPerformance at a Glance

DASHBOARDS

Add reports widgetsExecutive overview of performanceWhich pages deliver?Technical Performancehttps://support.google.com/analytics/answer/1068216?hl=en

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SHORTCUTSOrganise Data Into Your Own Report

KEY REPORTING TOOL - SHORTCUTShttps://support.google.com/analytics/answer/2676996?hl=en

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KEY REPORTING TOOL - SHORTCUTShttps://support.google.com/analytics/answer/2676996?hl=en#Create

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SHORTCUTS

Make sure rows is set to maximumSave time consuming drill downs into one click reportsMake more changes and save

INTELLIGENCE REPORTSGet alerts when something changes

KEY REPORT INTELLIGENCE EVENTShttps://support.google.com/analytics/answer/1320521?hl=en

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KEY REPORT CUSTOM INTELLIGENCE EVENTShttps://support.google.com/analytics/answer/1033021?hl=en#create

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KEY REPORT CUSTOM INTELLIGENCE EVENTS

Sessions > 50%Sessions < 50%Organic > 10%Goal completionshttps://support.google.com/analytics/answer/1033021?hl=en#create

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REAL TIME REPORTSGreat For Testing, Social Campaigns, PR Releases

ACQUISITIONWhere Are Customers Coming From? What Channels Convert Well? Or Dont!

ACQUISTION OVERVIEW

Which channels are bringing in customers?Which channels are converting?Which campaigns are effective?

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ACQUISITION - CHANNEL PERFORMANCEhttps://support.google.com/analytics/answer/1034823?hl=en

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ADWORDSIntegrate with Google Analytics

ADWORDS

See PPC performance in Analytics & Analytics performance in PPChttps://support.google.com/adwords/answer/1704341?hl=en-GB

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SEARCH ENGINE OPTIMIZATIONKeywords & Pages - Organic Search Visits

SEARCH ENGINE OPTIMIZATION

Brand vs Non-BrandAverage PositionClick Through Rate (CTR)

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

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SOCIAL ANALYTICS How Does Social Contribute To Conversions?

SOCIAL ANALYTICS

Measure value of socialSet-up goals

https://support.google.com/analytics/answer/1683971?hl=en

CAMPAIGN TRACKINGTrack Actions GA Doesnt Auto Track

CAMPAIGNTRACKING

E-mail linksTweetsFacebook AdsAffiliate Links

Use Googles URL Builder

Marketing own this

https://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

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CAMPAIGN TRACKING

BEHAVIOURHow Customers Interact With Your Content

BEHAVIOUR

Which page are most popularWhich pages are valuableWhich website sections are popularDrill downs through sectionsTop landing pages

https://analyticsacademy.withgoogle.com/course01/unit?unit=5&lesson=5

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SITESPEEDFind the Speed Traps

SITESPEED

Watch out for slow browser load timesTest in www.webpagetest.orgFollow Googles speed suggestions

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Understand what customers are looking forCreate new content based on customer searchesOptimise navigation elementsSITE SEARCHView Keywords Customers Enter On Your Website

https://support.google.com/analytics/answer/1012264

EVENTSTrack Key Interactions on your site

https://support.google.com/analytics/answer/1033068?hl=en

Track DownloadsVideo PlaysAJAX callsOutbound Clicks

CONVERSIONSGoals & E-Commerce Performance

GOALS

Destination URL registration completion page reachedTime based - 5 minutes on siteEvent fired video play, link clickAlways assign values

https://support.google.com/analytics/answer/1012040?hl=en

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GOALS

Set-up in Admin section of GAUse template or custom settingFollow processMax 20 per view

https://support.google.com/analytics/answer/1012040?hl=en

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GOALS

Name the goalSet typeNext Step

https://support.google.com/analytics/answer/1032415?hl=en

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GOALS

Set DestinationGive a valueVerify goal to test it worksOr test in real time report

https://support.google.com/analytics/answer/1032415?hl=en

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GOALS

Use Reverse Goal Path to see user journey to conversionUse Funnel Visualisation to see main pages leading to conversionSet-up goal funnels to optimise conversion

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

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CONVERSIONSE-Commerce Performance

E-COMMERCE

Ask your developer to set-up product trackingTurn E-Commerce on in view admin settingsEnable Cross Domain Tracking if using third party payments

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

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E-Commerce

Compare product sales by dateTransactions (and upsells) by IDDiscover sales cycle length

https://support.google.com/analytics/answer/1037249?hl=en

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MULTI CHANNEL FUNNELSE-Commerce Performance

https://support.google.com/analytics/answer/1191180?hl=en

MULTI FUNNEL REPORTS

See how different channels contribute to conversionsSee channels assisting conversionsView top combinations of channels leading to conversionsSee time from first engagement to conversion

https://support.google.com/analytics/answer/1191180?hl=en

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KEY REPORTING TOOLS

REPORTING TOOLS MAP

https://support.google.com/analytics/answer/2604608?hl=en

KEY REPORTING TOOL - ALERTShttps://support.google.com/analytics/answer/1034823?hl=en

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KEY REPORTING TOOL ALERTS

Status updates on the health of your GA account

https://support.google.com/analytics/answer/6006306?hl=en

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KEY REPORTING TOOL DATE RANGEhttps://support.google.com/analytics/answer/1034823?hl=en

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DATE RANGE SELECTIONhttps://support.google.com/analytics/answer/1034823?hl=en

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DATE RANGE SELECTIONhttps://support.google.com/analytics/answer/1034823?hl=en

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DATE RANGE TIPS

Compare historic activityCheck seasonal variationsConduct micro analysis using hour selector

KEY REPORTING TOOLS - ANNOTATIONShttps://support.google.com/analytics/answer/1034823?hl=en

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ANNOTATION TIPS

Document changes to the websiteDocument campaign launchesAsk third parties to document their work Note causes of spikes or drops

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KEY REPORTING FEATURES - SEGMENTShttps://support.google.com/analytics/answer/3123951?hl=en

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KEY REPORTING FEATURES - SEGMENTShttps://support.google.com/analytics/answer/3123951?hl=en

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KEY REPORTING FEATURES SEGMENTS ALL SESSIONS VS ORGANIChttps://support.google.com/analytics/answer/3123951?hl=en

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KEY REPORTING TOOLS FILTERShttps://support.google.com/analytics/answer/1034836?hl=en

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FILTER TIPS

Start simple and refineUse the advanced selector to build more complex queries

https://support.google.com/analytics/answer/1034836?hl=en

KEY REPORTING TOOLS SECONDARY DIMENSIONS

https://support.google.com/analytics/answer/6175970?hl=en

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SECONDARY DIMENSIONS TIPS

Slice data at report level for detailed analysis

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SHARE DATA

EmailCSV, XLSX, PDF, Google SheetsDaily, Weekly, MonthlyFor X periodExport

https://support.google.com/analytics/answer/1038573?hl=en

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KEY REPORT ACQUISITION CHANNELS

Find out where the traffic comes fromPlot rows to visualizeChannel performanceDrill into data by clicking channel grouping links

Google Tag Manager

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

Google Tag ManagerLess requirement for web developers to deliver code changes for trackingManage all tracking tags in one place onlineEnhanced 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

https://support.google.com/analytics/answer/6014841?hl=en

Resources

Everyone was a beginner at some stage. In every sector, everyday theres 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

SEO KPIsTypes of GoalEngagementConversionsVisibilityReputation Credibility and statusMarket leadershipCompetitive advantageKPIsOrganic traffic Visitor numbersVolume of traffic achieved based on keywordsClick-Through-Rates DownloadsConversionsSalesWebsite engagement etc.

ORAny time leftANY QUESTIONS?OR

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EXERCISECreate your measurement plan

Business ObjectiveStrategyTacticsGA KPIsSegments

SUGGESTIONSBusiness Objective No1 low cost airline in EuropeStrategy Sell ServicesTactics - Sell OnlineGA KPIs E-Commerce - Revenue, Avg Order ValueGoals Newsletter, sign-upsSegments Email, Organic Search, PPC

OR01273 733 433grow@sitevisibility.comwww.sitevisibility.com

Website:

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