google analytics 101 -...
TRANSCRIPT
GOOGLE ANALYTICS 101
Private and Confidential. Property of Whereoware, LLC.
#WOWWEBINAR
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ABOUT US
• PRIVATELY HELD DIGITAL AGENCY• 17 YEARS OF EXPERIENCE• PERSONALIZED WEBSITES• EMAIL CAMPAIGNS• SEO & PPC• CLOUD BASED SOLUTIONS AND MOBILE
APPLICATIONS• DATA INTEGRATION
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AGENDA
Set Up Google Analytics
Learn the Lingo
Tips + Tricks
Analyze and Use Actionable Data
What is Google Analytics?
Takeaways
GOOGLEANALYTICS
“94.9% of the top 200 marketing websites use Google Analytics.”
-Orbit Media
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WHAT IS GOOGLE ANALYTICS?
“Google Analytics is a freemium web analytics service offered by Google
that tracks and reports website traffic.”
SET ITUP
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HIERARCHY BREAKDOWN
1. Account: top-most level
2. Property: website, mobile application, or device. When you add a property analytics generates a unique tracking code for you.
3. Views: Access to reports. Within one property you may want to see:
• one view of all the data for www.example.com
• one view of only AdWords traffic to www.example.com
• one view of only traffic to a subdomain like www.sales.example.com
4. Users and permissions: you can add users at the account, property, or view level and you can restrict access at each level
AccountUsers
Property
View View
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GETTING STARTED WITH GOOGLE ANALYTICS
1. analytics.google.com
2. Sign up for your Google Analytics account
• Name for your Account
• Name for your website
• Need your website URL
• Time Zone
• Industry
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GETTING STARTED WITH GOOGLE ANALYTICS
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STEP 1: READY YOUR WEBSITE
• GA tracking code on all pages of your website (even checkout page!)
• Make sure you don’t have two instances of the same code on the same page
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STEP 2: LINK OTHER GOOGLE PROPERTIESSearch Console
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STEP 2: LINK OTHER GOOGLE PROPERTIESSearch Console
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STEP 2: LINK OTHER GOOGLE PROPERTIESSearch Console
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STEP 2: LINK OTHER GOOGLE PROPERTIESSearch Console
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STEP 2: LINK OTHER GOOGLE PROPERTIESSearch Console
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STEP 2: LINK OTHER GOOGLE PROPERTIES
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STEP 2: LINK OTHER GOOGLE PROPERTIESAdWords
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STEP 2: LINK OTHER GOOGLE PROPERTIESAdWords
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STEP 3: START TRACKING CAMPAIGNS
• Track external traffic by appending
UTM parameters to URLs (https://ga-
dev-tools.appspot.com/campaign-url-
builder/)
• Email campaigns
• 3rd party campaigns
• Non-Google Ads
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STEP 3: TRACK CAMPAIGNS
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STEP 4: SET GOALS
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STEP 4: SET GOALS
• Destination: user reaches a specified web page or app screen
• Duration: user spends specified amount of time on site or app
• Pages/Screens per session: user views specified number of pages or screens
• Event: user conducts a specified action, like viewing a video
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STEP 4: SET GOALS
• Destination: user reaches a specified web page or app screen
• Duration: user spends specified amount of time on site or app
• Pages/Screens per session: user views specified number of pages or screens
• Event: user conducts a specified action, like viewing a video
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STEP 4: SET GOALS
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STEP 4: SET GOALS
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STEP 4: SET GOALS
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STEP 5: ENABLE ECOMMERCEOnly relevant if you have an ecommerce site
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STEP 5: ENABLE ECOMMERCEOnly relevant if you have an ecommerce site
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STEP 6: ENABLE EXTRASSite Search
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STEP 6: ENABLE EXTRASSite Search
www.test.com/example.php?q=keyword
q
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STEP 6: ENABLE EXTRASSite Search
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STEP 6: ENABLE EXTRASSite Search
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STEP 6: ENABLE EXTRASDemographics
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STEP 6: ENABLE EXTRASDemographics
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STEP 6: ENABLE EXTRASDemographics
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STEP 6: ENABLE EXTRASDemographics
NEED TO KNOWTERMS
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SESSIONS VS USERS
Sessions
Users
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BOUNCE RATE
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ACQUISITION
DIRECT ORGANIC REFERRAL
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BEHAVIOR
New vs. Returning
Frequency + Recency
Engagement
ANALYZE AND USEACTIONABLE DATA
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CHANNELSHow visitors are getting to your site 1
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MOBILE DEVICES2
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REAL-TIME REPORTS3
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ASSISTED CONVERSIONS4
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BENCHMARKINGCompare yourself to others in the industry 5
HELPFUL TIPS + TRICKS
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ANNOTATIONS
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CUSTOM ALERTS
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CUSTOM ALERTS
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SEE MORE OF YOUR SCREEN
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SEE MORE OF YOUR SCREEN
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SHARE & AUTOMATE REPORTS
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SHARE & AUTOMATE REPORTS
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RESOURCE TOOLS
• Google Analytics section of Whereoware Blog
http://blog.whereoware.com/category/analytics/
• Google Analytics Help
https://support.google.com/analytics
• Google Analytics Debugger Plug-in
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KEY TAKEAWAYS
Ready your website and set goals
Track activity on all channels, including desktop, mobile, and tablet
Customize and manage reports you want and need
Pay attention to your audiences’ behavior
Get started + play around!
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