[webinar] advanced google analytics

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WEBINAR: EPISODE 02

AnalyticsHow to start getting the most out of your Google AnalyticsWITH: CHRISTINA SANDERS

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4Presentation Topic // Presenter’s Name

Motion Graphics

Analytics

PPC

Content Marketing

Reputation Management

Copywriting

SEO

CRO

SMM

Development

UX Design

Email Marketing

Video Production

Graphic Design

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Advanced Google Analytics

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...full functionality and customizability of Google Analytics.

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...to make you more effective and efficient at your job (i.e., monthly & quarterly reports).

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What it is not...● Tutorial on Google Analytics Tool● On-site tracking setup

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https://support.google.com/partners

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Strategies, not specifics.

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Christina SandersEnterprise Campaign Manager

/chsanders

@ChristinaHSan

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Google Analytics

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78%of executives don’t believe that marketers are focused enough on results to truly drive incremental customer

demand

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“In God we trust; all others bring data.”

-W. Edwards Deming

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The Good News

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Creating data-driven marketing campaigns doesn’t require a data science degree

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Monthly reports don’t have to take hours to compile

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Sold? Let’s get started

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Views

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A view is a subset of an Analytics account property that can have its own unique configuration settings

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Views● Each property in Google

Analytics can have up to 25 views● Each view can have customized

filters, segments and goals● Every Google Analytics property

should have at least 2 views○ Unfiltered View○ Master View

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Views● Create a new view under Admin>

View DropDown Menu> Create New View

● Other Applications for Views○ Segment Subdomains○ Customization by Team○ Tests

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Filters

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Filters limit or modify data in a specific view

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Filters● Filters remove designated data

before it is added to the Google Analytics dashboard

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Filters● Filters remove designated data

before it is added to the Google Analytics dashboard

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Filters● Filters remove designated data

before it is added to the Google Analytics dashboard

● Always maintain an unfiltered view, so you don’t lose any data

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Filters● Filters remove designated data

before it is added to the Google Analytics dashboard

● Always maintain an unfiltered view, so you don’t lose any data

● Once data has been filtered you cannot get it back

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FiltersCommon Applications

● Filter Your Own IP Address

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FiltersCommon Applications

● Filter Your Own IP Address● Filter Agency’s IP Address

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FiltersCommon Applications

● Filter Your Own IP Address● Filter Agency’s IP Address● Filter Referral Spam

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FiltersCommon Applications

● Filter Your Own IP Address● Filter Agency’s IP Address● Filter Referral Spam

Best Practices

● Descriptive Filter Name○ ABC Company IP

● Filter Verification

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Goals

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Goals indicate a user has completed a desired action

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Which campaign is driving the most

revenue?

What are the pain points in

my buying process?

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Goals1. Ecommerce2. Goal Conversions

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Goals1. Ecommerce

a. Connect to shopping cart via a plugin

2. Goal Conversions

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Goals1. Ecommerce

a. Connect to shopping cart via a plugin

b. Enable eCommerce tracking

2. Goal Conversions

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Goals1. Ecommerce

a. Connect to shopping cart via a plugin

b. Enable eCommerce tracking

2. Goal Conversions

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Process1. Goal Planning

a. Map Macro and Micro Goals to Groups

b. Destination URLsc. Event Trackingd. Value

2. Google Analyticsa. Setupb. Verification

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Goal Planning1. Every Google Analytics Goal is

automatically placed in a group

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Goal Planning1. Every Google Analytics Goal is

automatically placed in a groupa. This group cannot be

changed later

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Goal Planning1. Every Google Analytics Goal is

automatically placed in a groupa. This group cannot be

changed later2. Map Related Goals to the Same

Group

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Goal Planning1. Every Google Analytics Goal is

automatically placed in a groupa. This group cannot be

changed later2. Map Related Goals to the Same

Group3. Macro Conversions

a. Purchaseb. Free Trialc. Content Download

4. Micro Conversionsa. PDF Downloadsb. Watch Videoc. Pricing Page

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Goal Planning1. Every Google Analytics Goal is

automatically placed in a groupa. This group cannot be

changed later2. Map Related Goals to the Same

Group3. Macro Conversions

a. Purchaseb. Free Trialc. Content Download

4. Micro Conversionsa. PDF Downloadsb. Watch Videoc. Pricing Page

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Goal Planning1. Every Google Analytics Goal is

automatically placed in a groupa. This group cannot be

changed later2. Map Related Goals to the Same

Group3. Macro Conversions

a. Purchaseb. Free Trialc. Content Download

4. Micro Conversionsa. PDF Downloadsb. Watch Videoc. Pricing Page

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Goal Planning1. Destination Goals

a. Require a unique thank you page for each goal

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Goal Planning1. Destination Goals

a. Require a unique thank you page for each goal

2. Valuea. Actualb. Averagec. Relative

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Goal Planning1. Destination Goals

a. Require a unique thank you page for each goal

2. Valuea. Actualb. Averagec. Relative

3. Event Trackinga. Track clicks on a specific

locationb. Generate unique

JavaScript Code

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Event Tracking

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Event Tracking

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Goal Planning1. Destination Goals

a. Require a unique thank you page for each goal

2. Valuea. Actualb. Averagec. Relative

3. Event Trackinga. Track clicks on a specific

locationb. Generate unique

JavaScript Code

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Goal Setup1. Go to Admin

a. Goalsb. Create a goal

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Goal Setup1. Go to Admin

a. Goalsb. Create a goal

2. Give the goal a descriptive namea. “Free Trial Signup”b. “Analytics Cheat Sheet”

3. Select Goal Type

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Goal Setup1. Go to Admin

a. Goalsb. Create a goal

2. Give the goal a descriptive namea. “Free Trial Signup”b. “Analytics Cheat Sheet”

3. Select Goal Type4. Goal Details

a. Equals Tob. Begins Withc. Regular Expression

5. Value6. Funnel7. Verification

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Goal Setup1. Go to Admin

a. Goalsb. Create a goal

2. Give the goal a descriptive namea. “Free Trial Signup”b. “Analytics Cheat Sheet”

3. Select Goal Type4. Enter Event Values from planner5. Verification

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Start Analyzing● Which traffic sources drive the most conversions?● Which landing pages drive the most conversions?● Which sources/pages drive the most valuable conversions?● Are there high-traffic pages that could convert better?● What’s the most common conversion path?

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Content Groups

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A content group is a collection of content that would naturally be grouped together.

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Content Groups1. Creates a new dimension in

Google Analytics2. Quickly pull aggregate metrics

for related groups of content3. Measure impact of overall

campaigns4. Create up to 5 “content

groupings” per viewa. Create content groups

within each grouping

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Setup1. Under “Admin” Select Content

Grouping2. New Content Grouping3. Configure the grouping

a. Tracking Codeb. Extractionc. Rule Definitions

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Setup1. Under “Admin” Select Content

Grouping2. New Content Grouping3. Configure the grouping

a. Tracking Codeb. Extractionc. Rule Definitions

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Setup1. Under “Admin” Select Content

Grouping2. New Content Grouping3. Configure the grouping

a. Tracking Codeb. Extractionc. Rule Definitions

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Setup1. Under “Admin” Select Content

Grouping2. New Content Grouping3. Configure the grouping

a. Tracking Codeb. Extractionc. Rule Definitions

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Notes1. Rules are applied in the order

specified2. Content groups do not apply to

historical data3. Any given page can only belong

to one content group

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Reporting1. Reports are located under the

“All Pages Report”2. Change the Primary Dimension

to “Content Grouping”3. Select Desired Content Group

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Annotations

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Annotations are small notes that keep track of important events

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Annotations1. Click the arrow beneath the

graph in the Explorer2. Click Create new annotation3. Applications

a. Site Redesignsb. Site Migrationsc. Analytics Errorsd. A/B Testing

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Bonus

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Shortcuts1. Located under customizations2. Create a Shortcut to any Google

Analytics report3. Shortcuts Remember

a. Filtersb. Segmentsc. Secondary Dimensions

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Dashboards1. Create custom charts for

monthly reportsa. Use any dimension/metricb. Apply filters

2. Quickly copy and paste all from one place

3. Dashboard Templatesa. Ecommerceb. Conversion

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1. Views2. Filters3. Goals4. Content Groups5. Annotations6. Shortcuts7. Dashboards

Google Analytics

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WEBINAR: EPISODE 02

AnalyticsHow to start getting the most out of your Google AnalyticsWITH: CHRISTINA SANDERS

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WEBINAR: EPISODE 03

SEO Metrics:Which SEO metrics matter and which do notWITH: PJ HOWLAND

April 111:00 pm MST

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up@97thfloor.com

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