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Vicki Allpress Hill, The Audience ConnectionTuesday 5 July, 2016

Making Sense of Google Analytics

1. ACCESSING GOOGLE ANALYTICS

2. VICKI’S 5 RECOMMENDED REPORTS

3. TIPS FOR CUSTOMISING DATA, REPORTS & VIEWS

4. SHARING DATA WITH YOUR TEAM

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1. ACCESSING GOOGLE ANALYTICS

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1. Free in-depth analytics tool that provides statistics from your website.

2. Gives insights into who your website visitors are, where they come from, how they behave on your site and what they convert to.

3. Works by using a tracking code snippet which is applied to each page of your website and sends data to Google’s servers

4. This data then displays in reports in your Google Analytics account.

What is “Google Analytics”?

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How do you “get” Google Analytics?

1. Decide which “web property” you want to track.

2. Set up a new Google account (or use an existing account).

3. Go to http://google.com/analytics, “sign in” to Google Analytics and follow on-screen instructions.

4. Set up a property in the account you have created.

5. Select that property and open “Tracking Info”.

6. Provide the “tracking code snippet” to your website partner to paste into your site pages.

7. Within 1-2 days you should see the data start to populate in your reports.

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www.google.com/analytics

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2. VICKI’S x 5 RECOMMENDED REPORTS

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Report Example 1Audience Overview Report

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What questions does the Audience Overview Report answer?

• How many website visitors did we have during X time period?

• Are our visitor numbers increasing or decreasing?• Have we had peaks and troughs in our visitor

numbers – when and why?• Have our visitor numbers remained consistent

between events/promotions?• How engaged are our website visitors?• Is engagement increasing or decreasing?

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Find this report: Audience > Overview©  The  Audience  Connection   2016

Audience Overview Report

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Audience Overview Report

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Audience Overview Report

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Audience Overview Report

55%Average bounce rate

66%New visits

2.73Pages per session

2’04” Session duration

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Audience Overview Report – what’s average?

Report Example 2:Mobile Overview Report

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What questions does the Mobile Overview Report answer?

• What  number  and  %  of  our  website  visits  are  made  on  mobile  phone  and/or  tablet?

• How  have  the  proportions  of  visits  changed  between  desktop,  tablet  and  mobile  over  X  time  period?

• How  engaged  are  our  mobile  and  tablet  visitors  compared  with  desktop  visitors?

• Are  there  any  alarm  bells  ringing  re  engagement  on  mobile  devices?

• Have  mobile  visits  and  engagement  increased  since  going  mobile  responsive?

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Find this report: Audience > Mobile > Overview©  The  Audience  Connection   2016

Mobile Overview Report

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Mobile Overview Report

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Year 1 (2012-2013)

15%of website visitor sessions made on mobile or tablet

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Mobile Overview Report – what’s average?

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Year 4 (2015-2016)

41%of website visitor sessions made on mobile or tablet

Mobile Overview Report – what’s average?

Report Example 3:Channels Report

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What questions does the Channels Report answer?

• Where  is  your  website  traffic  coming  from,  defined  by  Google  Analytics’  standard  categories?

• Is  your  marketing  activity  impacting  your  website  traffic?• How  engaged  are  the  website  visitors  from  each  channel?• Which  channels  send  the  most  engaged  traffic?• Which  channels  should  you  focus  your  efforts  on?

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Find this report: Acquisition> All Traffic> Channels

Channels Report

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Find this report: Acquisition> All Traffic> Channels

Metrics

Dimensions

Channels Report

Report Example 4:Social Landing Page Report

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What questions does the Social Landing Page Report answer?

• Which  of  our  website  pages  get  shared  most  often  on  social  media?

• To  what  degree  has  our  social  media  activity  been  driving  traffic  to  our  website?

• Social  media  visits  via  which  website  pages  are  generating  the  most  engagement?

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Find this report: Acquisition> Social> Landing Pages©  The  Audience  Connection   2016

Social Landing Page Report

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Social Landing Page Report

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Report Example 5:Goals

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What questions do Goals answer?

• Are visits to your site converting into actions of value?

• Are people completing the actions on your site you want them to?

• Visits from which traffic sources, audience segments and devices are most likely to convert to actions of value?

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Find this report: Conversion> Goals> Overview©  The  Audience  Connection   2016

Goals

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Goals

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Goals

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Goals

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Goals

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Goals

3. TIPS FOR CUSTOMISING DATA, REPORTS & VIEWS

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Filtering…

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Shortcuts…

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Shortcuts…

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Shortcuts…

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Annotations…

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Annotations…

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Annotations…

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Segmentation…

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Segmentation…Segmentation…

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The URL builder helps you add parameters to URLs you use in custom web-based or email ad campaigns. A custom campaign is any ad campaign not using the AdWords auto-tagging feature. When users click one of the custom links, the unique parameters are sent to your Google Analytics account, so you can identify the URLs that are most effective in attracting users to your content.

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

Google URL Builder…

Google URL Builder…

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Google URL Builder…

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Google URL Builder…

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Google URL Builder…

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Integrating with email

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4. SHARING DATA WITH YOUR TEAM

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Exporting reports…

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Emailing reports…

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Dashboards…

Sharing with team1. Exporting2. Emailing3. Dashboards

5 x Reports1. Audience Overview2. Mobile Overview3. Channels4. Social Landing Pages5. Goals

Customisation1. Filtering2. Shortcuts3. Annotations4. Segmentation5. URL Builder6. Integrating with Email

How to access Google Analytics

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“Think  of  your  website  using  the  Japanese  concept  of kaizen,  or  continual  improvement.”

I  Used  To  Be  Scared  of  Google  Analytics,  David  Lecours

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Creative New Zealand Google Analytics Tip SheetsTip Sheet 1 - http://bit.ly/1W6o8j1Tip Sheet 2 - http://bit.ly/29fJYRq

Google Analytics Help Centerhttp://bit.ly/1JUueM2

Google Analytics on YouTubehttp://bit.ly/1A5lUF6

Optimise Bloghttp://optimisenz.com/

Previous Optimise videos and webinarshttp://bit.ly/1LsJZuZ

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vicki@audienceconnection.com katharine@audienceconnection.com www.audienceconnection.com

@audienceconnecthttp://optimisenz.com/

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