google analytics
TRANSCRIPT
Google Analytics
Jade Webster
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Google Analytics
Macro & Micro ConversionsGoalsConversion FunnelsEvent TrackingVirtual Page viewsCustom ReportsCustom Dashboards
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Google Analytics
SegmentsUTM TrackingAnnotationsGhosts & Referrer SpamCustom AlertsContent GroupingSharing Assets
Difference between Macro & Micro Conversions
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Macro & Micro Conversions
Before you can improved the effectiveness of your advertising and marketing campaigns, you’ll need to track conversions.
Micro Conversions – Activities that precede an application/purchase
Macro Conversions – Applications/transactions
Which of the following are macro conversions, and which are micro?
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Macro & Micro Conversions
Application formMarketing CampaignsLinksPDF’sVideosPages Contact formWhitepaper downloadsCommentsSocial BookmarkingCall back request
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Macro & Micro Conversions
Micro
Marketing CampaignsLinksPDF’sVideosPages Whitepaper downloadsCommentsSocial Bookmarking
Macro
Application FormContact FormLinksPagesCall back request
Event Tracking
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Event Tracking
Anything you can click on a website, can be tracked, such as:
• PDF’s• Video’s• Outbound links
• Images• Buttons
Behaviour > Events > Overview
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Event Tracking
These can be labelled whatever you wish. At the moment this can be done by our developers, but going forward, we should be able to add this in ourselves using the new CMS platform.
Creating Goals
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Creating Goals
Assign value:• Source• Time• Page• Category (engineering, science, etc)• Device• BrowserConversion FunnelsMulti-channel conversionsAssisted conversions
Why create goals?
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Creating Goals
https://support.google.com/analytics/answer/1032415?hl=en
Conversion Funnels
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Conversion Funnels
https://blog.kissmetrics.com/ga-conversion-funnels-video/
Conversion funnels are important, because they show you where you
are losing conversions, and potentially where you need to
optimise your website to improve the conversion rate.
Conversion funnels are directly related to Goals. So make sure you have a goal set up first.
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Conversion Funnels
https://blog.kissmetrics.com/ga-conversion-funnels-video/
Required – means they can only enter the conversion funnel from the first page/step
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Conversion Funnels
https://blog.kissmetrics.com/ga-conversion-funnels-video/
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Conversion Funnels
Event tracking cannot be added to a conversion funnel, so you will need to create these as virtual page views instead.
Create 1 goal/conversion funnel relevant to your brand. In most cases it will be the job application process
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Conversion Funnels
After this presentation:
Make a list of Macro ConversionsMake a list of Micro ConversionsCreate GoalsCreate Conversion Funnels
Break
Custom Reports
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Custom Reports
Information you regularly needInformation you cannot get under ‘reporting’Email alertsShare reports to other colleaguesEasily download to PDF
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Custom Reports
Here are some reports you might find interesting:
https://www.google.com/analytics/web/permalink?type=custom_report&uid=KisQj0PlRYymBJ_7uo0FHg
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Custom Reports
Here are some reports you might find interesting – Non-branded keywords
https://www.google.com/analytics/web/permalink?uid=FnORhUguR52pLaPt3UXW6g
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Custom Reports
Here are some reports you might find interesting: - referral sites
https://www.google.com/analytics/web/permalink?type=custom_report&uid=_VO0u5kgT4mSfq1bt7iO_Q
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Custom Reports
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Custom Reports
Explorer
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Custom Reports
Flat Table
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Custom Reports
Map
Overlay
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Custom Reports
Map
Overlay
https://developers.google.com/analytics/devguides/reporting/core/dimsmets
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Custom Reports
Here are some reports I have already created
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Custom Reports – Job Applications
https://www.google.com/analytics/web/template?uid=it3zCfqIRIqL7V4fzAB0tA
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Custom Reports – Demographics
https://www.google.com/analytics/web/template?uid=9osBkkZ7TV6ucaV4Tz9WzQ
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Custom Reports – Monthly SEO Report
https://www.google.com/analytics/web/template?uid=aZENN181SViHrkMQMj7VrQ
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Custom Reports – Intranet
https://www.google.com/analytics/web/template?uid=jfN1FZf8SYmTKSC_IX3ycA
Create 1 Custom report relevant for your brand
Break
Custom Dashboards
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Custom Dashboards
https://support.google.com/analytics/answer/1068218?hl=en
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Custom Dashboards
Information you regularly needInformation you cannot get under ‘reporting’Email alertsShare reports to other colleaguesEasily download to PDF
https://support.google.com/analytics/answer/1068218?hl=en
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Custom Dashboards
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Custom Dashboards
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Custom Dashboards - PerformanceHere are some reports you might find interesting:
https://www.google.com/analytics/web/permalink?type=dashboard&uid=0pLYNL9eTO6EbusjAm12kQ
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Custom Dashboards – Blogging Here are some reports you might find interesting:
http://www.dashboardjunkie.com/getdashboard/50
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Custom Dashboards – PPC Here are some reports you might find interesting:
https://www.google.com/analytics/web/permalink?uid=sBjjBL7mSxmphPje-vTRIg
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Custom Dashboards – Social Media Here are some reports you might find interesting:
https://www.google.com/analytics/web/permalink?type=dashboard&uid=8R3_P2m-QwmlUv_SVulUJA
Create 1 Custom Dashboard relevant for your brand
Segments
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Segments
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Segments
System
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Segments
Import
From
Gallery
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Segments
Custom
Segments
Break
UTM Tracking
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UTM Tracking
Does not work in IE
Should be used as part of marketing campaigns
Use on Facebook PPC
Annotations
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Annotations
Custom Alerts
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Custom Alerts
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Custom Alerts
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Custom Alerts – Examples
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Custom Alerts – Examples
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Custom Alerts – Examples
Content Grouping
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Content Grouping
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Content Grouping
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Content Grouping
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Content Grouping
Sharing Assets
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Sharing Assets
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Sharing Assets
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Google Analytics
Macro & Micro ConversionsGoalsConversion FunnelsEvent TrackingVirtual Page viewsCustom ReportsCustom Dashboards
75
Google Analytics
SegmentsUTM TrackingAnnotationsGhosts & Referrer SpamCustom AlertsContent GroupingSharing Assets
Thank you