Google Analytics: Basic Installation & Usage

Bay Area Google Analytics Meetup

@joechristopher

Joe ChristopherVP, Director of Analytics

@joechristopher

Google Analytics:

Basic Usage & Installation

- 03 -

Methods of Installation

- 01 -

What is Google Analytics?

Agenda

- 02 -

Google Analytics Account Structure

- 04 -

Basic Reporting

- 05 -

Q&A

- 03 -

Methods of Installation

- 01 -

What is Google Analytics?

Agenda

- 02 -

Google Analytics Account Structure

- 04 -

Basic Reporting

- 05 -

Q&A

@joechristopher

What is Google Analytics?

5

• A service by Google which uses code to collect and send

visitor activity to your Google Analytics Account.

• A tool to find actionable insights and provide meaningful

data to help you make more informed decisions.

• One of the most powerful digital analytics solutions

available with an interest for building a data-driven culture.

www.BLASTAM.com

- 03 -

Methods of Installation

- 01 -

What is Google Analytics?

Agenda

- 02 -

Google Analytics Account Structure

- 04 -

Basic Reporting

- 05 -

Q&A

@joechristopher

7

Login

Account

Account

Account

Property

Property

Property

View

View

View

Filters

Filters

Filters

user@domain.com

GA Account Structure

www.BLASTAM.com

@joechristopher

GA Account Structure

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ACCOUNT

PROPERTY

VIEW

VIEW

VIEW

PROPERTY

VIEW

VIEW

VIEW

www.BLASTAM.com

@joechristopher

User Management

9

ACCOUNT

Manage Users

Edit

Collaborate

Read & Analyze

PROPERTY VIEW

Edit

Collaborate

Read & Analyze

Edit

Collaborate

Read & Analyze

www.BLASTAM.com

- 03 -

Methods of Installation

- 01 -

What is Google Analytics?

Agenda

- 02 -

Google Analytics Account Structure

- 04 -

Basic Reporting

- 05 -

Q&A

@joechristopher

Methods of Installation

11

www.BLASTAM.com

• WordPress Plugin (Google Analyticator)• Inline Code on Page• Tag Management (GTM)

Live - Demo -

- 03 -

Methods of Installation

- 01 -

What is Google Analytics?

Agenda

- 02 -

Google Analytics Account Structure

- 04 -

Basic Reporting

- 05 -

Q&A

@joechristopher

GA User Guide

14

www.BLASTAM.com

Download our printableGoogle Analytics User Guide: http://blast.am/gauserguide

Real-time Reports• Shows active number of users

• Shows pageviews by second and by minute over the last 30 minutes

• Can be categorized by traffic source, location, and page viewed

Segmentation• Segments are created so that only sessions that match a set of criteria are

shown as matching that segment

• Segments can be created using dimensions or metrics

• Up to 4 segments can be applied to a report to analyze how they perform against each other

• Allows side by side comparison and can be applied to historical data

Fundamentals• CTR = Click Thru Rate: Clicks/Impressions

• URI = file path (not including domain)

• Bounce Rate = % of users who viewed only one page

• Most bots aren’t tracked since they don’t execute JS

• (direct) is the Traffic Source when no other traffic source is available; (none) is the medium

• Cached Pages are tracked

• Data can take 24-48 hours to show in GA Standard

• Session duration categorizes sessions according to time spent on site

• No PII (Personal Identifiable Info) in GA like address, name, credit cards, etc. Non-PII CRM identifiers are OK

Custom Reports• A custom report is configured by selecting specific dimensions and metrics.

• Explorer Option: Hierarchy of data tables linked by clickable rows (drill down)

• Flat Table Option: Single table that shows all data

Google Analytics User Guidefrom Blast Analytics & Marketing

1

Dashboards• Give you an overview of how your site is performing by displaying

summaries of different reports as widgets.

• You can create up to 20 dashboards, and each dashboard can contain up to 12 widgets.

• Can share a dashboard with users in that view by using ‘Share Dashboard’ or generate a URL you can copy and send to other users by using ‘Share Template Link’

Account Structure• Account: Your access point for Analytics, and the topmost level of

organization.

• Property: Website, mobile application, blog, etc. An account can contain one or more properties.

• View: Your access point for reports; a defined view of user data from a property.

Metrics• Measure data

• Examples: Sessions, Pageviews, Users, Bounce Rate, % Exit, Conversion Rate

Dimensions• Describe data

• Examples: Source, Landing Page, Browser, Mobile Device

Standard Reports• Audience: Gives you insight into who your audience is, how they reach and

consume your site (by device), and loyalty/engagement.

• Acquisition: Shows you how you acquire users, their behavior on your site after acquisition, and their conversion patterns.

• Behavior: Provides insight into the usage of the content on your site in order to help you identify improvements to meet the needs and expectations of your users.

• Conversions: Allows you to track business objectives against desired user actions and analyze online sales effectiveness.

Filtering (in-report)• Basic: Filters results containing the entered string

• Advanced: Can configure multiple metrics/dimensions, multiple match types, and include/exclude.

Other Features• Annotations: Allow you to add a note to a specific day in the view to serve

as a historical record for code changes, marketing efforts, or other important events.

• Email: Can send a report in multiple formats to a list of recipients on a specific schedule.

• Export: Can export a report in multiple formats such as PDF, CSV, Excel and Google Spreadsheets.

• Shortcuts: Allows you to save a report that remembers your customizations.

Blast Analytics & MarketingToll Free: (888) 252-7866 | Email: Sales@BlastAM.comwww.blastam.com | www.blastam.com/blog

Audience• Where is my audience based geographically?

Audience > Geo > Location (Country/Territory)

• How can I see which browsers and devices people view my website on?Audience > Technology > Browser & OSAudience > Mobile > DevicesTo see usage by browser version, drill-down into a specific browser or use a secondary dimension.

• How often are users returning to my site?Audience > Behavior > Frequency & RecencyAudience > Behavior > Frequency & Recency > Days Since Last Session

Behavior• What is my most popular content?

Behavior > Site Content > All Pages

• Where can I found how users are navigating to and away from a specific page?Behavior > Site Content > All PagesClick on the specific page you are interested then select the ‘Navigation Summary’ tab next to the ‘Explorer Tab’

• Where can I see how my landing pages are performing?Behavior > Site Content > Landing PagesPay special attention to Bounce Rate to help identify Landing Pages that may not match the user’s intent

• Where can I find how my event tracking is performing?Behavior > Events > Top EventsTo get further insight drill down into the event categories and actions.

• What are users searching for on my site?Behavior > Site Search > Search TermsThis report is useful for uncovering what is important to users and what they might be having a hard time trying to find on your site.

Conversions• What is the conversion rate?

Conversions > Goals > OverviewTo get further insight, view conversion rate by other dimensions such as medium, landing page, and more.Also consider developing and using segments instead of looking at your data all in aggregate.

• What products are people purchasing?Conversions > Ecommerce > Product Performance

• During conversion, where are people exiting the funnel?Conversions > Goals > Funnel Visualization

Google Analytics User Guidefrom Blast Analytics & Marketing

2

Acquisition• Where are my users coming from?

Acquisition > All Traffic

• Which sites are referring traffic to my site?Acquisition > All Referrals

• Which channels convert better?Acquisition > ChannelsPay special attention to the ‘Conversions’ column in the right hand side of this report.

• How are my campaigns performing?Acquisition > CampaignsThis report includes both AdWords and custom campaigns.

• How are our Social efforts performing?Acquisition > Social > Network ReferralsAcquisition > Social > Conversions

Blast Analytics & MarketingToll Free: (888) 252-7866 | Email: Sales@BlastAM.comwww.blastam.com | www.blastam.com/blog

Live - Demo -

Q&A

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@joechristopher

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