google analytics 101: harnessing the power of data
TRANSCRIPT
Analytics 101: Harnessing the power of dataGarrett Mehrguth, MBADirective Consulting | CEO
The plan:AGENDA
‣ Introduction‣ Overview of Analytic modeling‣ How to Set Up Analytics‣ Implementing Event Tracking (I have a code that makes it easy!!)‣ Reporting with Conversion Tracking and Goal Values‣ Understanding the Power of Segmentation
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INTRODUCTION 3
A little about me‣ I am the CEO and Founder of Directive
Consulting. We do SEO, PPC, and CRO.
‣ I like to play soccer and surf!
‣ In my free-time I also like playing with capital and learning how to grow money through proper allocation.
Analytic Modeling
OHHHH YEAAAAA!!!!
Analytics 101: Harnessing the Power of Data
Hold everything constant and test one thing.
5Analytic Modeling
What is it and why should I care?
You can’t test everything at once
6Analytic Modeling
Know what your testing
The Office
How to Set up Google analyticsDon’t worry it’s easy!
Analytics 101: Harnessing the Power of Data
Go to Google Analytics: http://bit.ly/1a5ZrY2
Add tracking code to the head of your page
THAT’S IT!!!
8Setting up Google Analytics
Overview
The Office
Four Big Sections Home Reporting Customization Admin
ASK LOTS OF QUESTIONS
9Setting up Google Analytics
Getting Comfortable
How to Set up Event TrackingWe GOT THIS!!
Analytics 101: Harnessing the Power of Data
11Setting up Event tracking
The magic Code<script type="text/javascript">jQuery(document).ready(function() { // When the page loads:
console.log("Setting Hook Timeout");setTimeout(function() { // After One Second:
console.log("Hooking onto button Event");// Stuff to Edit:var cssSelector = '.submit_button';var eventCategory = 'Form';var eventAction = 'Submit';var eventLabel = 'Get Quote';
// Stop Editing.jQuery(cssSelector).on('click', function() {
console.log("Triggeting Event");ga('send', eventCategory, eventAction, eventLabel);
})}, 1000);
});</script>
Harry Potter
1. Open website in Google Chrome2. Inspect Element3. Click Network4. Command+F search for “Jquery”5. Install code into head of page6. Test by inspecting element (don’t forget to clear cache
by clicking on the circle)7. CSS selector equals: . for class; # for id
12Setting up Event Tracking
Setting it Up the hard way
Find Event (download link for a PDF): <button id="button">Please click</button>
Place Code in Head:$('#button').on('click', function() {
ga('send', 'event', 'button', 'click', 'nav-buttons');
});
More details: http://bit.ly/1cqVttq
13Setting up Event Tracking
Setting it up the simple way
How to Set up Goal Tracking
Let’s talk $$$
Analytics 101: Harnessing the Power of Data
What do you want to test? DESTINATION DURATION PAGES/SCREENS PER SESSION EVENT
We can set these up by going to the “Admin” section than “Goals”
15Setting up Goal Tracking
Setting Your Goals
Clients (and marketers) understand $$$
Take the Average Lifetime Value of a Client and than multiply by Conversion Rate!
16Setting up Goal Tracking
Put a $$$ on It
How to Set up Segmentation
The Little Things Matter
Analytics 101: Harnessing the Power of Data
Admin View
Segments New Segment Select and
Compare
18Setting up Segmentation
Create Segment
REPORTING Conversions
Goals Overview Add Segment Filter and Compare
19Setting up Segmentation
Use Filters and compare
Key takeawaysIn Closing
Only test one thing at a time
Set up your events and goals
Give them a dollar value
Segment and compare conversions to understand your market
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A gift For you In Closing
Here is access to our custom dashboard!
http://bit.ly/1BjSx3E
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Q&A23Analytics 101: Harness the power of data