data is coming - introduction to google analytics
TRANSCRIPT
G O O GLE A NA LY T IC SDATA IS COMING
Speaker: Aaron Watters Company: Leadhub
@AaronWatters @TheLeadhub
W H AT IS G O O GLE A NA LY T IC S?
Google Analytics is a freemium web analytics service that tracks and reports website traffic. Google launched the service in November 2005. Google Analytics is now the most widely used web analytics service.
Source: https://en.wikipedia.org/wiki/Google_Analytics
W H Y GA?
• Audience: get to know your audience
• Website: get to know your website
• Top Pages Visited
• Avg. Page Views
• Traffic Sources
• Avg. Session Duration
• Bounce Rate
• Pages / Session
HOW D O I ACCE S S GA?
• Get a Google Account
• Sign up at http://analytics.google.com
• Mobile: Download the Google Analytics app in the app store
IM PLE M E N TAT ION PL A N - ST E P 11. Do you know your audience?
2. Do you know your website?
3. What metrics would be valuable to your staff?
4. What questions would you love to ask your clients?
5. How do you act on information provided in GA?
SEGM E N TS
• Segments let you isolate and analyze a subset of your analytics data. Some Segments are:
• Sessions (Default Segment)
• Bounced Sessions
• Converters
• Direct Traffic
• Mobile and Tablet Traffic
• Mobile Traffic
• New Users
• Returning Users
CUSTOM SEGM E N TS
CUSTOM SEGM E N TS
IM PLE M E N TAT ION PL A N - ST E P 2
1. What Segments are most valuable for your website?
2. Who are you most interested in tracking?
GA RE P ORTS
• Real-Time
• Audience
• Acquisition
• Behavior
• Conversions
GA RE P ORTS: RE A L-T IM E
• Overview
• Locations
• Traffic Sources
• Content
• Events
• Conversions
GA RE P ORTS: AU DI E NCE
• Overview
• Demographics
• Interests
• Geo
• Behavior
• Technology
• mobile
• Custom
• Benchmarking
• User Flow
Go to this reportAll Web Site Data
Sep 1, 2015 Sep 30, 2015Audience Overview
City Sessions % Sessions
1. San Antonio 1,117 39.29%
2. Houston 435 15.30%
3. Schertz 168 5.91%
4. Dallas 100 3.52%
5. Austin 85 2.99%
6. Arlington 63 2.22%
7. (not set) 55 1.93%
8. Windcrest 52 1.83%
9. New Braunfels 31 1.09%
10. Live Oak 26 0.91%
Overview
Sessions
… Sep 8 Sep 15 Sep 22 Sep 29
757575
150150150
Sessions
2,843Users
2,230Pageviews
6,867
Pages / Session
2.42Avg. Session Duration
00:02:09Bounce Rate
50.47%
% New Sessions
73.20%
New Visitor Returning Visitor
26.4%
73.6%
© 2015 Google
All Sessions100.00%
BV
Go to this report
Sep 1, 2015 Sep 30, 2015Audience Overview
Overview
Sessions ( )All Sessions Sessions ( )Direct Traffic Sessions ( )Organic Traffic
… Sep 8 Sep 15 Sep 22 Sep 29
757575
150150150
SessionsAll Sessions
2,843
Direct Traffic
676
Organic Traffic
1,430
UsersAll Sessions
2,239
Direct Traffic
515
Organic Traffic
1,156
PageviewsAll Sessions
6,867
Direct Traffic
1,495
Organic Traffic
3,810
Pages / SessionAll Sessions
2.42
Direct Traffic
2.21
Organic Traffic
2.66
Avg. Session DurationAll Sessions
00:02:09
Direct Traffic
00:02:17
Organic Traffic
00:02:23
Bounce RateAll Sessions
50.47%
Direct Traffic
54.14%
Organic Traffic
44.69%
% New SessionsAll Sessions
73.62%
New Visitor Returning Visitor
All Sessions
26.4%
73.6%
Direct Traffic
29%
71%
Organic Traffic
28.3%
71.7%
All Sessions
100.00%
Direct Traffic
23.78%
Organic Traffic
50.30%
BV
BV
IM PLE M E N TAT ION PL A N - ST E P 3
1. What reports would you like to receive?
2. How frequently would you want these reports?
3. Automate them
Audience: Users Flow
BV
GA RE P ORTS: ACQU ISI T ION
• Overview
• All Traffic
• AdWords
• Search Engine Optimization
• Social
• Campaigns
Acquisition: Channels
CAC
Acquisition: Channels SOURCE / MEDIUM
CAC
Acquisition: Search Engine Optimization Queries
CAC
IM PLE M E N TAT ION PL A N - ST E P 41. How are you currently advertising?
2. Are you advertising anywhere on the web? If yes, referral traffic reporting is a must.
3. Are you advertising offline? Check the Search Queries report, are you getting a high volume of branded searches?
4. Direct mail and repeat business? Look for direct traffic.
GA RE P ORTS: BE H AV IOR
• Overview
• Behavior Flow
• Site Content
• Site Speed
• Site Search
• Events
• Publisher
• Experiments
• In-Page Analytics
BEHAVIOR: OVERVIEW
CAC
BEHAVIOR: SITE CONTENT LANDING PAGES
CAC
BEHAVIOR: SITE CONTENT LANDING PAGES
CAC
BEHAVIOR: SITE CONTENT Exit PAGES
CAC
BEHAVIOR: SITE Speed Overview
LH
BEHAVIOR: SITE Speed Suggestions
LH
IM PLE M E N TAT ION PL A N - ST E P 51. How is your audience using your
website?
2. What are your most visited pages?
3. Are any of your most visited pages driving traffic away?
4. Tip: Start small, take your highest visited pages for optimization first, then work your way down.
GA RE P ORTS: CON V E RSIONS
• Goals
• Ecommerce
• Multi-Channel Funnels
• Attribution
Conversions: Goals - Overview
KN
Conversions: Goals - Overview
GTG
IM PLE M E N TAT ION PL A N - ST E P 6
1. What Conversion points are on your website?
2. Identify your Macro Conversions
3. Identify your Micro Conversions
4. Tip: Set up Goals correctly upon installation, do your best to minimize the clutter. (ex. page visits as goals)
IM PLE M E N TAT ION PL A N - RE V I E W
1. Basics - Get to know your audience and website
2. Segments - Determine which visitors you are interested in tracking
3. Reports - Set up automated (and relevant) reports
4. Acquisition - Determine how your advertising strategy is impacting your web leads
5. Behavior - Know how your visitors engage with your website. Determine the effectiveness of your site.
6. Conversions - Know your Macro & Micro conversions, track them properly
CAT TA X
A DDI T IONA L RE S OU RCE S
• Google’s Analytics Academy Digital Analytics Fundamentals - https://www.youtube.com/playlist?list=PLI5YfMzCfRtZ8eV576YoY3vIYrHjyVm_e
• GA Website - http://analytics.google.com
• GA “Creating a measurement plan” - https://support.google.com/analytics/answer/6080744?hl=en
• GA Unit 2 - Getting started - https://analyticsacademy.withgoogle.com/course01/unit?unit=2&lesson=4
T H A N K YOU!PLEASE FEEL FREE TO CONTACT ME WITH ANY
QUESTIONS OR FEEDBACK - [email protected]
Speaker: Aaron Watters Company: Leadhub
@AaronWatters @TheLeadhub