google analytics 101

87
Google Analytics 101 measuring value, more than just numbers http://www.inboundid.com

Upload: ridho-putradi-sgara

Post on 07-Jan-2017

49.779 views

Category:

Data & Analytics


0 download

TRANSCRIPT

Page 1: Google analytics 101

Google Analytics 101measuring value, more than just numbers

http://www.inboundid.com

Page 2: Google analytics 101

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 [email protected] +628118301984 @idowebid

ridho putradi s’gara

http://www.inboundid.com

Page 3: Google analytics 101

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

http://www.inboundid.com

Page 4: Google analytics 101

bring outthat question!

http://www.inboundid.com

Page 5: Google analytics 101

Google Analytics | introduction

http://www.inboundid.com

Page 6: Google analytics 101

getting started with google analytics

http://www.inboundid.com

Page 7: Google analytics 101

google analytics account structure

account property

view

view

view

property

view

view

view

property

view

view

view

http://www.inboundid.com

Page 8: Google analytics 101

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

http://www.inboundid.com

Page 9: Google analytics 101

Google Tag Manager

http://www.inboundid.com

Page 10: Google analytics 101

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

http://www.inboundid.com

Page 11: Google analytics 101

setting up your account

http://www.inboundid.com

Page 12: Google analytics 101

installing your tag manager code

http://www.inboundid.com

Page 13: Google analytics 101

creating and publishing your tag

http://www.inboundid.com

Page 14: Google analytics 101

managing your tags

http://www.inboundid.com

Page 15: Google analytics 101

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

verify your code

http://www.inboundid.com

Page 16: Google analytics 101

Google Analytics | The Basic

http://www.inboundid.com

Page 17: Google analytics 101

what you can do with Google Analytics

measuring, collecting, analyzing & reporting your data actionable

insights

http://www.inboundid.com

Page 18: Google analytics 101

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%

http://www.inboundid.com

Page 19: Google analytics 101

date range & comparison

http://www.inboundid.com

Page 20: Google analytics 101

segmentsisolate and examine subsets of your data.

http://www.inboundid.com

Page 21: Google analytics 101

creating new segments for your data

http://www.inboundid.com

Page 22: Google analytics 101

your audiences

http://www.inboundid.com

Page 23: Google analytics 101

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

http://www.inboundid.com

Page 24: Google analytics 101

audience overview

http://www.inboundid.com

Page 25: Google analytics 101

active usersanalize the long term engagement with your audiences

http://www.inboundid.com

Page 26: Google analytics 101

demographics

http://www.inboundid.com

Page 27: Google analytics 101

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

http://www.inboundid.com

Page 28: Google analytics 101

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.

http://www.inboundid.com

Page 29: Google analytics 101

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

http://www.inboundid.com

Page 30: Google analytics 101

geographics data

languges and locations

http://www.inboundid.com

Page 31: Google analytics 101

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.

http://www.inboundid.com

Page 32: Google analytics 101

technology

http://www.inboundid.com

Page 33: Google analytics 101

mobile

http://www.inboundid.com

Page 34: Google analytics 101

benchmarking

http://www.inboundid.com

Page 35: Google analytics 101

user flow

http://www.inboundid.com

Page 36: Google analytics 101

acquisitionhttp://www.inboundid.com

Page 37: Google analytics 101

acquisition overview

http://www.inboundid.com

Page 38: Google analytics 101

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

http://www.inboundid.com

Page 39: Google analytics 101

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

http://www.inboundid.com

Page 40: Google analytics 101

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

http://www.inboundid.com

Page 41: Google analytics 101

connecting your adwords account

unified dashboard = better monitoring

http://www.inboundid.com

Page 42: Google analytics 101

adwords campaigns monitoring

http://www.inboundid.com

Page 43: Google analytics 101

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

Google Analytics

http://www.inboundid.com

Page 44: Google analytics 101

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

http://www.inboundid.com

Page 45: Google analytics 101

social media monitoring

http://www.inboundid.com

Page 46: Google analytics 101

campaign analysis

http://www.inboundid.com

Page 47: Google analytics 101

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

Page 48: Google analytics 101

behaviour

http://www.inboundid.com

Page 49: Google analytics 101

site content

http://www.inboundid.com

Page 50: Google analytics 101

site speed

http://www.inboundid.com

Page 51: Google analytics 101

site search

go to admin > view > view settings

http://www.inboundid.com

Page 52: Google analytics 101

event tracking

http://www.inboundid.com

Page 53: Google analytics 101

event tracking

http://www.inboundid.com

fields

example

Page 54: Google analytics 101

publisher? connect your adsense account

http://www.inboundid.com

Page 55: Google analytics 101

content experiementsGoogle versions of A/B testing

http://www.inboundid.com

Page 56: Google analytics 101

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

Page 57: Google analytics 101

conversions

http://www.inboundid.com

Page 58: Google analytics 101

set up your goals

http://www.inboundid.com

Page 59: Google analytics 101

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

http://www.inboundid.com

Page 60: Google analytics 101

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

http://www.inboundid.com

Page 61: Google analytics 101

goal funnel

http://www.inboundid.com

Page 62: Google analytics 101

multi channel path

http://www.inboundid.com

Page 63: Google analytics 101

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

http://www.inboundid.com

Page 64: Google analytics 101

setting up your attribution model

http://www.inboundid.com

Page 65: Google analytics 101

attribution madness

http://www.inboundid.com

Page 66: Google analytics 101

last interaction

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

http://www.inboundid.com

Page 67: Google analytics 101

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

http://www.inboundid.com

Page 68: Google analytics 101

first interaction

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

http://www.inboundid.com

Page 69: Google analytics 101

linear

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

http://www.inboundid.com

Page 70: Google analytics 101

time decay

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

http://www.inboundid.com

Page 71: Google analytics 101

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.

http://www.inboundid.com

Page 72: Google analytics 101

Display Search Direct Social Paid1Search

Order1Value1(Margin)1 =1IDR1

50000

Cost1per1acquisition1 (all1channel1combined)1=135000

custom attribution

http://www.inboundid.com

Page 73: Google analytics 101

ecommerce tracking

go to admin > view > ecommerce settings

http://www.inboundid.com

Page 74: Google analytics 101

transaction data

http://www.inboundid.com

Page 75: Google analytics 101

item data

http://www.inboundid.com

Page 76: Google analytics 101

implementationload the plugin

adding transaction

adding item (to cart)

sending data

http://www.inboundid.com

Page 77: Google analytics 101

php example

http://www.inboundid.com

Page 78: Google analytics 101

php example (cont)

http://www.inboundid.com

Page 79: Google analytics 101

custom dashboard

http://www.inboundid.com

Page 80: Google analytics 101

google analytics solution dashboard

http://www.inboundid.com

Page 81: Google analytics 101

sample dashboard

http://www.inboundid.com

Page 82: Google analytics 101

generating insights

http://www.inboundid.com

Page 83: Google analytics 101

sample 1: page, browser & site speed

http://www.inboundid.com

Page 84: Google analytics 101

sample 2: browser & engagement

http://www.inboundid.com

Page 85: Google analytics 101

sample 3: channel & conversion

http://www.inboundid.com

Page 86: Google analytics 101

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/

http://www.inboundid.com

Page 87: Google analytics 101

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

@[email protected]://www.inboundid.com+628118301984

http://www.inboundid.com