google analytics for beginners
TRANSCRIPT
Google Analytics 101 Ian Lurie
@portentint
I run an agency: Portent, Inc.
Rule #1
Time travel is not currently possible
Rule #2
Data is subjective
Rule #3
These are what maer Track macro and micro-conversions Track Key Performance Indicators (KPIs)
Setup: The essential bits Measurement & tagging Paid search measurement Some cool reports
Example site KPI = Revenue Micro-conversions = E-mail signup, contact us
A KPI goes straight to the heart of business performance
A micro-conversion measures positive behavior
these are just ian’s definitions.
Setup: The essential bits Measurement & tagging Paid search measurement Some cool reports
Rule #1
Time travel is not currently possible
hps://google.com/analytics
Use the same login for Adwords and Analytics!!!! That lets you link the accounts.
If you already have Google Analytics and want to add a site
Turn on so you have it later.
Check this. It lets you access benchmarking data
Turn on so you have it later.
Turn on so you have it later.
This is your tracking code. Cut and paste it into your site pages.
Most carts let you paste in the ID, though. No code necessary
Link to your Adwords account
Configure Onsite Search Tracking
You want to track what people search for.
That means figuring out the query aribute
Run a search
Look at the URL of the search results page. In this case, “s” is the query aribute.
Look at the URL of the search results page. In this case, “s” is the query aribute.
voila
Set Up Goal Tracking
What happens on your site that maers to you? More than just sales.
The contact us form?
E-mail list signups?
Or: Someone visiting a certain page Someone spending more than X minutes on the site
Microconversions
Example: E-mail subscribe
We need to figure out the destination page
Go perform whatever action is a conversion
When I click “sign up,” I land on a page.
Here, it’s “newsleer-thanks”
Done
Note the other options
For multi-step goals, like a multiple-page registration process, identi each page and add them. Then you’ll see the entire “funnel”
Advanced options will track by “wildcard,” originating page, phase of the moon…
Set Up E-commerce Tracking (sort of)
Caution: Major nerdiness Too much to explain here
If your cart “lives” on a separate domain: “cart.mysite.com” You can still track it!!! Look up “cross domain tracking” in Google Analytics
Done
Set up to match code
General stuff
Note: It can take over 24 hours for first reports to appear
You can filter out visits from your own company/office
Setup: The essential bits Measurement & tagging Paid search measurement Some cool reports
Rule #2
Data is subjective
Rule #3
These are what maer Track macro and micro-conversions Track Key Performance Indicators (KPIs)
Time to look at some data
First: There are no “good” or “bad” numbers Beer than what you have now is “good” Worse than what you have now is “bad”
The basics
Session: The time a user is engaged with your site
One person, visiting your site one time, is a session
A user is any one person visiting for any number of sessions
Pageviews and pages/session are just what they sound like
Average length of time people spend on your site during one visit
Is this “good?” I don’t know. Is it “bad?” Maybe.
A bounce is a single-page visit
A bounce is a single-page visit
A bounce is a single-page visit
Benchmarking.
PANIC! NOOOOOO!!!!
oohhmmmm
Look at these numbers together
Consider context
Digging deeper: Top content
If you have e-commerce or goal values, this is the value per unique pageview
i am pumped
A Side Note: Organic Keyword Data
For our privacy…?
Riiigghhh…
Regardless, we have no organic keyword data Look at traffic, micro-conversions and $$, instead
Digging deeper: Aribution
Aribution: Where the money’s coming from
By channel
Channel is a category of traffic generator, like “organic search”
Switch between KPIs and micro-conversions
By source and medium
Source is a site, like Google
Medium is a pe, like organic or cpc (cost per click, aka ppc)
In most reports, you can “drill down” but other dimensions
For example, I might want to see sources and mediums by landing page, to find combinations of high-performing pages and channels
Organic search generates a lot of revenue, but below-average conversion rates
I always look at the landing pages first: The pages people land on when they come from that source
Now bounce rate can help out. I need to look at these pages.
As it turned out, these products were out of stock. We provided links to alternatives. Boom. All fixed.
Digging really deep: Multi-touch aribution
PPC $$$$
Sometimes, sure.
PPC SEO Facebook e-mail PPC $$$$
stop doing seo and social. ppc pays
off the best.
PPC SEO Facebook e-mail PPC $$$$
auuughhh what happened?!!! $
Let’s look across channels, shall we?
Conversions touched by these channels. Turn off the channels, potentially lose the conversions
Look at organic search!!!!
why did you stop doing SEO!!!!
Tagging: A quick intro
“This click came from a cost per click ad on bing, foo campaign, keyword capybara, and this was the creative called test1”
?utm_medium=cpc &utm_source=bing &utm_campaign=foo &utm_term=capybara &utm_content=test1
“This click came from social post on Twier, foo campaign, and this was the creative called test1”
?utm_medium=social &utm_source=twitter &utm_campaign=foo &utm_content=test1
“This click came from sponsored post on Twier, foo campaign, and this was the creative called test1”
?utm_medium=cpc &utm_source=twitter &utm_campaign=foo &utm_content=test1
(Adwords is tagged automatically)
Case sensitive!!! cpc, not PPC
Use standard sources/mediums
URL builder: hp://portent.co/ga-url-scoe
Rule #3
These are what maer Track macro and micro-conversions Track Key Performance Indicators (KPIs)
THIS
THIS
Setup: The essential bits Measurement & tagging Paid search measurement Some cool reports
I want to see if there are any opportunities I’m missing
Do some keywords perform beer from mobile?
Do some keywords perform beer from mobile?
Setup: The essential bits Measurement & tagging Paid search measurement Some cool reports
hp://portent.co/top-ecom-scoe
hp://portent.co/monthly-analysis
hp://portent.co/profitable-landers
Bonus Round!!! Today only!!! Filtering and Segmenting
Just show me stuff w/ “Twier” in it
Show me stuff from Twier with an average order value > $1
Limit this to…
…visits from mobile organic
…visits from mobile organic
What Else?
Search Console integration Custom report creation Data import Advanced aribution modeling Events Nerdy gotchas
Rule #4
Bite off what you can chew
Commence Hecklement Ian Lurie
@portentint