google analytics for beginners

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Google Analytics 101 Ian Lurie @portentint

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Page 1: Google Analytics For Beginners

Google Analytics 101 Ian Lurie

@portentint

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I run an agency: Portent, Inc.

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Rule #1

Time travel is not currently possible

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Rule #2

Data is subjective

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Rule #3

These are what maer Track macro and micro-conversions Track Key Performance Indicators (KPIs)

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Setup: The essential bits Measurement & tagging Paid search measurement Some cool reports

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Example site KPI = Revenue Micro-conversions = E-mail signup, contact us

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A KPI goes straight to the heart of business performance

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A micro-conversion measures positive behavior

these are just ian’s definitions.

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Setup: The essential bits Measurement & tagging Paid search measurement Some cool reports

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Rule #1

Time travel is not currently possible

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hps://google.com/analytics

Use the same login for Adwords and Analytics!!!! That lets you link the accounts.

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If you already have Google Analytics and want to add a site

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Turn on so you have it later.

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Check this. It lets you access benchmarking data

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Turn on so you have it later.

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Turn on so you have it later.

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This is your tracking code. Cut and paste it into your site pages.

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Most carts let you paste in the ID, though. No code necessary

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Link to your Adwords account

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Configure Onsite Search Tracking

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You want to track what people search for.

That means figuring out the query aribute

Run a search

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Look at the URL of the search results page. In this case, “s” is the query aribute.

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Look at the URL of the search results page. In this case, “s” is the query aribute.

voila

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Set Up Goal Tracking

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What happens on your site that maers to you? More than just sales.

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The contact us form?

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E-mail list signups?

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Or: Someone visiting a certain page Someone spending more than X minutes on the site

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Microconversions

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Example: E-mail subscribe

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We need to figure out the destination page

Go perform whatever action is a conversion

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When I click “sign up,” I land on a page.

Here, it’s “newsleer-thanks”

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Done

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Note the other options

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For multi-step goals, like a multiple-page registration process, identi each page and add them. Then you’ll see the entire “funnel”

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Advanced options will track by “wildcard,” originating page, phase of the moon…

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Set Up E-commerce Tracking (sort of)

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Caution: Major nerdiness Too much to explain here

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If your cart “lives” on a separate domain: “cart.mysite.com” You can still track it!!! Look up “cross domain tracking” in Google Analytics

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Done

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Set up to match code

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General stuff

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Note: It can take over 24 hours for first reports to appear

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You can filter out visits from your own company/office

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Setup: The essential bits Measurement & tagging Paid search measurement Some cool reports

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Rule #2

Data is subjective

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Rule #3

These are what maer Track macro and micro-conversions Track Key Performance Indicators (KPIs)

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Time to look at some data

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First: There are no “good” or “bad” numbers Beer than what you have now is “good” Worse than what you have now is “bad”

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The basics

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Session: The time a user is engaged with your site

One person, visiting your site one time, is a session

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A user is any one person visiting for any number of sessions

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Pageviews and pages/session are just what they sound like

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Average length of time people spend on your site during one visit

Is this “good?” I don’t know. Is it “bad?” Maybe.

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A bounce is a single-page visit

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A bounce is a single-page visit

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A bounce is a single-page visit

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Benchmarking.

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PANIC! NOOOOOO!!!!

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oohhmmmm

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Look at these numbers together

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Consider context

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Digging deeper: Top content

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If you have e-commerce or goal values, this is the value per unique pageview

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i am pumped

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A Side Note: Organic Keyword Data

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For our privacy…?

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Riiigghhh…

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Regardless, we have no organic keyword data Look at traffic, micro-conversions and $$, instead

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Digging deeper: Aribution

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Aribution: Where the money’s coming from

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By channel

Channel is a category of traffic generator, like “organic search”

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Switch between KPIs and micro-conversions

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By source and medium

Source is a site, like Google

Medium is a pe, like organic or cpc (cost per click, aka ppc)

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In most reports, you can “drill down” but other dimensions

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For example, I might want to see sources and mediums by landing page, to find combinations of high-performing pages and channels

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Organic search generates a lot of revenue, but below-average conversion rates

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I always look at the landing pages first: The pages people land on when they come from that source

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Now bounce rate can help out. I need to look at these pages.

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As it turned out, these products were out of stock. We provided links to alternatives. Boom. All fixed.

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Digging really deep: Multi-touch aribution

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PPC $$$$

Sometimes, sure.

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PPC SEO Facebook e-mail PPC $$$$

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stop doing seo and social. ppc pays

off the best.

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PPC SEO Facebook e-mail PPC $$$$

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auuughhh what happened?!!! $

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Let’s look across channels, shall we?

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Conversions touched by these channels. Turn off the channels, potentially lose the conversions

Look at organic search!!!!

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why did you stop doing SEO!!!!

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Tagging: A quick intro

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“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

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“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

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“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

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(Adwords is tagged automatically)

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Case sensitive!!! cpc, not PPC

Use standard sources/mediums

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URL builder: hp://portent.co/ga-url-scoe

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Rule #3

These are what maer Track macro and micro-conversions Track Key Performance Indicators (KPIs)

THIS

THIS

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Setup: The essential bits Measurement & tagging Paid search measurement Some cool reports

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I want to see if there are any opportunities I’m missing

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Do some keywords perform beer from mobile?

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Do some keywords perform beer from mobile?

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Setup: The essential bits Measurement & tagging Paid search measurement Some cool reports

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hp://portent.co/top-ecom-scoe

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hp://portent.co/monthly-analysis

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hp://portent.co/profitable-landers

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Bonus Round!!! Today only!!! Filtering and Segmenting

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Just show me stuff w/ “Twier” in it

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Show me stuff from Twier with an average order value > $1

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Limit this to…

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…visits from mobile organic

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…visits from mobile organic

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What Else?

Search Console integration Custom report creation Data import Advanced aribution modeling Events Nerdy gotchas

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Rule #4

Bite off what you can chew

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Commence Hecklement Ian Lurie

@portentint