google analytics basics - breakfast boot camp 2014

GROUPKARCHERTHE

BASIC GOOGLE ANALYTICS

Presented by: Aaron LehmanOnline Marketing Specialist

TODAY’S TOPICS1. What is Google Analytics?

2. Setting Up Google Analytics

3. Common Terminology

4. What Devices Are Your Visitors Using?

5. Where Do Your Visitors Come From?

6. What Are Your Visitors Searching For?

1. What is Google Analytics?

+ What is Google Analytics?

• Free Web Site Tracking Tool

• Provided by Google

• Powerful!

• Overwhelming

+ How Does It Work

• A JavaScript tracking code that is placed in a common file on your site and executes when someone visits a page on your site

• Uses cookies to track users 1st party cookies, safe and unobtrusive

• Data is anonymous and confidential

2. Basic Set Up of Google Analytics

+ Account Creation

Sign up for Analytics using a Google account at www.google.com/analytics

Use a dedicated business account, not your personal email account

Click “Create Account” and login with the Google account

+ Tracking Code

+ Placing the Code

• Code goes in a common file, such as the header html file, immediately before the </head> tag

• Works across the domain and any subdomains (i.e. breakfastbootcamp.com, blog.breakfastbootcamp.com, etc.)

+ Admin Layout

There are three sections within the Google analytics admin menu.

• ACCOUNTS – ie. The Karcher Group

• PROPERTIES – ie. www.tkg.com

• VIEWS – Reporting Filtered

+ Users

Give others access to your site’s analytics

• User permissions can be set to manage users, edit, collaborate and/or read & analyze.

NOTE: Users must have a Google account to access Google Analytics

+ Views & Filters

Setup 3 Separate Views for every Property

• Filtered View: for reporting

• Unfiltered View: for all data collection

• Sandbox View: for testing filters

3. Common Google Analytics Terminology

+ Audience Overview

4. What Devices areYour Visitors Using

+ 3 Types

These types are segmented out based upon screen size and resolution.

DESKTOP• PC and Mac Computers

MOBILE• iPhone and Android Devices

TABLET• iPad and Other Tablet Devices

5. Were Do Your Visitors Come From

+ DimensionsMEDIUMS• Mediums are broad categories of traffic sources.• They include organic, direct, social, referral, email etc. • By looking at the Top Mediums section you can see a

broad overview of where your visitors are coming from.

SOURCES• Sources are more detailed categories of traffic.• A source could be Google which is an Organic traffic

source or Facebook which is a social traffic source. • By looking at the specific sources you can track whether

that money you are spending on social marketing is providing good ROI.

6. What are Your Visitors Searching For

+ Not Provided • October of 2011, Google announced, that they were

starting to encrypt data

• The reason was to protect users that were logged into any Google product such as Gmail, Google+ etc.

• They’ve since extended that to many other searches as well.

• Now you will see a large number of (not provided) keywords.

• In other words: Google knows what these users searched but they are not sharing this data with you. Bummer, right?

+ Find ItEven though it is not possible to see keyword traffic data in Google Analytics you can still find some of this data by linking your Google Analytics account with your Google Webmaster Tools account.

THANKYOU

Any Questions?Learn more at TKGenius.comAaron Lehman • alehman@tkg.com