Getting Startedwith Google Analytics

...and How Not to Get Lost!June 25, 2015

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About Me• Building professional websites

for 10 years• Developing Google Analytics reports for 5 years• Very understanding wife, 3 crazy children• Lover of video games, Cubs, Colts, and CrossFit

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Don’t be shy!• Ask questions: @bkcoppernoll• Let’s keep the conversation going: #andersondigital• Follow: @AND_DM_Circle

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Why You’re Here•What is Web Analytics?•ABC’s of Google Analytics•Five Reports to Know•Digital Measurement Plan•Resources photo credit: Memegen.com

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“…the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes.”

- Google Analytics Academy

What is Web Analytics?

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What is Web Analytics?In other words:

Web analytics is the study of on- and off-site behavior in order to improve user experience and reach your business goals.

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Metrics and Dimensions•Dimensions: describes characteristics of users and their sessions

•Metrics: Quantitative measurements of users, sessions, and actions (numbers)

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ABC’s of Google Analytics

•A for Acquisition – how are people finding your site?

•Key Metrics: visits, % of new visits, unique visitors

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Acquisition – Ask Yourself:

Where is the majority of traffic coming from?

Are search engines sending me traffic?

What are the keywords people are using?

Are my visitors new or repeat visitors?

Are my social media efforts getting me traffic?

Are my marketing campaigns sending me traffic?

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ABC’s of Google Analytics

•B for Behavior – how are people using your site?

•Key Metrics: bounce rate, pages per visit, average visit duration, events

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Behavior – Ask Yourself:

What are the top landing

pages on my site?

What is the most popular content on my site?

What pages are highly popular but have high bounce rates?Is this how I want

users to use my site?

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ABC’s of Google Analytics

•C for Conversions – how is your site fulfilling your marketing objectives?

•Key Metrics: goals, conversion rate,e-commerce metrics, goal value

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Conversions – Ask Yourself:

Which acquisition channels are providing the highest ROI or value?

Is this channel/campaign/keyword sending me high quality traffic?

How can we do a better job getting visitors to take action?

For e-commerce, what are my most popular products and which sell the best?

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Five Reports to Know• Acquisition: Overview • Acquisition: Source / Medium• Behavior: Site Content, Landing Pages• Behavior: Site Content, All Pages• Conversions: Goals, Overview

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Acquisition: Overview

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Acquisition: Source / Medium

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Behavior: Landing Pages

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Behavior: All Pages

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Conversions: Goals Overview

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Digital Measurement PlanWhen you're ready to get better analytics reports, you need a digital measurement plan.

It will help you systematically figure out what numbers/reports are truly important to you.

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The Steps:1. Document your business objectives.2. Identify website goals for each objective.3. Choose Key Performance Indicators (KPI)4. Identify targets5. Find valuable segments

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Next Steps

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Resources:• Google Analytics Blog

analytics.blogspot.com• Occam's Razor by Avinash Kaushik

www.kaushik.net/avinash• Analytics Talk by Justin Cutroni

cutroni.com

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Any Questions?

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Thank You! How to stay in touch:

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