google analytics 101

Google Analytics 101measuring value, more than just numbers

http://www.inboundid.com

founder & ceo of inboundid and partner iklanex. digital marketing manager at wego indonesia ex. group head search marketing at gopher ex. digital marketing manager for asia at lasalle college international ex. head of production at bubu

get connectedido@inbound.id +628118301984 @idowebid

ridho putradi s’gara

today’s agendagoogle analytics | introduction google tag manager google analytics | the basic your audiences acquisition behaviour conversions custom dashboard generating insights

bring outthat question!

Google Analytics | introduction

getting started with google analytics

google analytics account structure

account property

property

google analytics tracking code• asyncronous code execution • placed on <head> • it create a unique identifier

Google Tag Manager

google.com/analytics/tag-manager

• manage tags reliably and effectively

• change tags quickly and easily

• easily embed any tags

managing your tags with Google Tag Manager

setting up your account

installing your tag manager code

creating and publishing your tag

managing your tags

use ghostery (https://www.ghostery.com) or similar app to verify that your code is up and running

verify your code

Google Analytics | The Basic

what you can do with Google Analytics

measuring, collecting, analyzing & reporting your data actionable

insights

dimension vs metrics

dimensions describe characteristics of your users, their sessions and actions

sample of dimensions: city : jakarta, bandung, etc. gender : male/Ffemale device : desktop, mobile etc.

metrics are quantitative measurements

sample of metrics: sessions : 10,000 pages/sessions : 3.00 bounce rate : 60%

date range & comparison

segmentsisolate and examine subsets of your data.

creating new segments for your data

your audiences

who, how, where and when• demographics • geographics • behaviour • technology • mobile • benchmark

audience overview

active usersanalize the long term engagement with your audiences

demographics

interest: affinity categoryaffinity audiences consist of aggregated consumers who have demonstrated a qualified interest in a particular topic.

interest: in-market segmentsIn-market audiences is a way to connect with consumers who are actively researching or comparing products and services across Google Display Network publisher and partner sites and YouTube.

interest: other categoriesThis groups users by which categories they are also interested in browsing about, for example "Food & Drink/Cooking & Recipes."

geographics data

languges and locations

behaviour

new vs returningcomparison between new users and returning users. new users are users who haven’t visited your site previously, on a new devices / browser, or has cleared their cookies.

frequency & retencyhow many times and how often your users visited your site.

engagementhow long and how many pages your users visited your site.

technology

mobile

benchmarking

user flow

acquisitionhttp://www.inboundid.com

acquisition overview

traffic by channelschannels are source of your traffics. by default, Google already defined the source of traffics to several channels

source and mediumsource and medium will help you describe even further on where your traffics are coming from

tagging your audiencesCampaign Source (utm_source)

Required. Use utm_source to identify a search engine, newsletter name, or other source. Example: utm_source=google

Campaign Medium (utm_medium)

Required. Use utm_medium to identify a medium such as email or cost-per- click. Example: utm_medium=cpc

Campaign Term (utm_term) Used for paid search. Use utm_term to note the keywords for this ad. Example: utm_term=running+shoes

Campaign Content (utm_content)

Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL. Examples: utm_content=logolink or utm_content=textlink

Campaign Name (utm_campaign)

Required. Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign. Example: utm_campaign=spring_sale

connecting your adwords account

unified dashboard = better monitoring

adwords campaigns monitoring

search engine optimizationconnect Google Webmaster Tools / Google Search Console to be able to monitor your SEO performances on

Google Analytics

not provided?imho is the worst approach Google has ever made to privacy.

social media monitoring

campaign analysis

import your cost datahttp://www.inboundid.com

behaviour

site content

site speed

site search

go to admin > view > view settings

event tracking

fields

example

publisher? connect your adsense account

content experiementsGoogle versions of A/B testing

in-page analyticshttp://www.inboundid.com

conversions

set up your goals

question to ask when setting up your goals 1) who is your site target

audiences 2) what do you want them to

do when they visited your site

it’s important to put money value on your goals. remember, you can’t measure what it is you do not value.

goal funnel

multi channel path

digital attributionwithout a clear attribution, you will end up with misleading information on your digital performances

setting up your attribution model

attribution madness

last interaction

In the Last Interaction attribution model, the last touchpoint would receive 100% of the credit for the sale.

last non direct interaction

In the Last Non-Direct Click attribution model, all direct traffic is ignored, and 100% of the credit for the sale goes to the last channel that the customer clicked through from before converting

first interaction

In the First Interaction attribution model, the first touchpoint would receive 100% of the credit for the sale.

linear

In the Linear attribution model, each touchpoint in the conversion path would share equal credit for the sale.

time decay

In the Time Decay attribution model, the touchpoints closest in time to the sale or conversion get most of the credit.

position based

In the Position Based attribution model, 40% credit is assigned to each the first and last interaction, and the remaining 20% credit is distributed evenly to the middle interactions.

Display Search Direct Social Paid1Search

Order1Value1(Margin)1 =1IDR1

Cost1per1acquisition1 (all1channel1combined)1=135000

custom attribution

ecommerce tracking

go to admin > view > ecommerce settings

transaction data

item data

implementationload the plugin

adding transaction

adding item (to cart)

sending data

php example

php example (cont)

custom dashboard

google analytics solution dashboard

sample dashboard

generating insights

sample 1: page, browser & site speed

sample 2: browser & engagement

sample 3: channel & conversion

more resourceshttp://www.wordstream.com/blog/ws/2014/05/15/google-analytics-tips

http://www.slideshare.net/kelvinnewman/5-instantly-actionable-insights-from-google-analyticshttp://conversionxl.com/under-utilized-google-analytics-reports-conversion-insights/https://blog.kissmetrics.com/google-analytics-for-visitor-insights/http://www.kaushik.net/avinash/google-analytics-tips-data-analysis-reports/

that’s iti’m a huge fan of coffee, a venti long black and we’ll talk more!

@idowebidido@inbound.idhttp://www.inboundid.com+628118301984

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