google analytics

Google AnalyticsKey to your Success

What we Learn• Why Analytics

• Who are the people who visit your website?

• what brought visitor to your website?

• what they do once they got on the website?

• did they do what you wanted them to do?

Challenges with data

• Too much of it

• Don’t trust it

• Don't’ know what to do with it

• How do people find me online?

• Who are they?

• Where do they come from?

• Do they like me?

• Are they a valuable customer?

• How do I stack up against the competition?

• How can I plan for the future?

Data can answer…

Google Analytics Action Plan

Web Analytics:Definition

• Analysis of qualitative and quantitative data from your website

• Drive continual improvement of the online experience that your customers and potential customer have

• Converts your Traffic to Sales

Web Analytics:Definition

• Analysis of qualitative and quantitative data from your website

• Drive continual improvement of the online experience tat your customers and potential customer have

• Converts your Traffic to Sales

DATAACTIONRESULT

Why you need Analytics

Web Analytics is the foundation for running a successful startup. with out it, you are flying blind.

Executives can learn: •  Which marketing initiatives are most effective •  Which customer and customer segments are most valuable

Marketers can learn: •  Where users come from and what do they do on the site •  How can the website convert more users into customers •  Which keywords resonate with prospects and lead to conversions •  Which online ad or creative is the most effective

Content Creators can learn: •  Where people leave the site •  Which pages retain users the longest

Who can use Analytics?

Why Google Analytics• Free to use

• Easy to setup

• Easy to read reports

• Real-time reports

• Custom reports

Limits of Google Analytics

GA is not perfect: there are some errors.

But while the numbers aren’t exact, the data is still very useful.

Analysis not a

CounterAnalytics is about identifying trends,

not about getting hung up on précis numbers.

Most Important StepIdentifying Goals

Think of a goal as specific and measurable actions that you want your visitors to complete before they leave your website

•  Visitors downloading a document •  Visitors completing a contact form •  Visitors completing a purchase •  Visitors who spend more than 5 min •  “Negative goals”: #of zero search results

How to setup a GOAL

Google Analytics Step by Step

Upgrade your Google Analytics

toUniversal (Analytics.js)

Navigation

Who are the people who visit my website?

Audience

Audience Overview: Standard Reports

Standard Reports: Sessions

Standard Reports: Users

Standard Reports: Pageviews

Standard Reports: Pages/Session

Standard Reports: Avg. Session Duration

What is a Bounce?

What is not a Bounce?

Standard Reports: Bounce Rate

Standard Reports: % New Sessions

DemographicsAge and Gender

How to enable Demographics

insert the bold green line into your existing tracking code between the 'create' and 'send' commands

<script> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,'script','//www.google-analytics.com/analytics.js','ga'); ga('create', 'UA-XXXXXX-XX', 'example.com'); ga('require', 'displayfeatures');ga('send', 'pageview'); </script>

DemographicsAge and Gender

Interest

Interest

Geo: Language and Location

Geo: Language and Location

Behaviors: New vs Returning

Behaviors: New vs Returning

Technology

Technology

Mobile vs Desktop

Mobile vs Desktop

Users Flow

Users Flow

SegmentsFilter any reports to show only a specific segment of traffic

SegmentsAudience Overview filters by Segments

What brought visitorsto your site?

Acquisition

Channels

Custom Channels

Online Banner / Display PPC / CPC

Offline News Coverage SMS marketing

How to Create a Custom Channel

URL Builder

https://support.google.com/analytics/answer/1033867?hl=en

URL Sample

www.blogad.ir/landing/? utm_source=Anetwork

&utm_medium=CPC &utm_campaign=Blogupdate

&utm_content=redbanner &utm_term=72890

Channels

All Traffic

All Referrals

Keywords

Social

Campaigns

What they do once theygot on the website?

Behavior

Site Content

All Pages Landing Pages

Exit Pages Site Speed Site Search

Site Content

Site Search

Remember: Every time a visitor enter a keyword, he’s telling you exactly what he wants to find on your website.

In-Page Analytics

In-Page Analytics

Better results and more services in In-page Analyticswith adding this code to your tracking code

Add the tag to your tracking code, after you create a tracking object, as illustrated by the red text in the example below:

ga('create', 'UA-XXXX-X'); ga('require', 'linkid', 'linkid.js');

ga('send', 'pageview');

In-page AnalyticsEven better with google chrome extension

https://chrome.google.com/webstore/detail/page-analytics-by-google/fnbdnhhicmebfgdgglcdacdapkcihcoh

Did they do what you wanted them to do?

Conversions

Goals

Funnel Visualisation

Goal Flow

Goals

E-commerce Report

E-commerce Report

Multi-Channel Funnel

Multi-Channel: Top Conversion

Multi-Channel: Assisted Conversions

Assisted / Last Click or Direct Conversions =0 this channel functioned primarily as final conversion

=1 equally assist and final > 1 the greater the value, the greater the assist role

Multi-Channel

Annotation

Write your comments on every

change or update

Compare Metrics

Compare Similar Periods

Compare days of the week

Compare Hours of the Day

Compare Metrics to site Average

A/B Testing

A/B Testing with ExperimentsReport example

Knowledge withoutaction is meaningless

Brian Clifton

Creating a Data Driven Culture

• Give access to data

• A/B test whenever possible

• Measure all function of the business

• Reward employees who use data to advance your business

Q & A

Thank You

@shayanshalileh