iasourcelink google analytics webinar
DESCRIPTION
Learn more advanced techniques to understand data in Google Analytics.TRANSCRIPT
ADVANCED GOOGLE ANALYTICS
Megan Horn
Marketing Specialist
ABOUT FAR REACH
Interactive Technologies
Custom
Software
Web Design &
Development
Internet
Marketing
App
Development
AGENDA
• Tracking events and goals
• Campaign tracking
• Slicing n’ dicing data
• A/B testing
• Reporting
ASSUMPTIONS
• You know how to find basic data in Google
Analytics
• You want to take your reporting to the next
level
• You want to make marketing decisions
based on data
TRACKING EVENTS AND GOALS
EVENT TRACKING
• Examples:
– When someone clicks off your site
– When someone logs in
– When someone fills out a form
– When someone downloads a file
– When someone watches a video
• Google Tag Manager
GOAL TRACKING
• If you don’t know your goals, you can’t
track them
EVENTS VS. GOALS
• Goals = conversions
• Events = other things you want to track
• Goals can be made up of events
CAMPAIGN TRACKING
GOOGLE UTM URLS
• Search “Google UTM Builder”
• Core elements:
– URL
– Campaign Name
– Campaign Medium
– Campaign Source
CAMPAIGN REPORT
• Reporting
– Acquisition• Campaigns
• See important stats for each campaign
• Use this information to adjust marketing
SETTING UP CAMPAIGNS
• No official setup in Google Analytics
• When you (or others) use UTM URLs, it
shows up
• Stay consistent for the best results
SLICE N’ DICE
SEGMENTS
• Virtually limitless ways to break down data
• Choose from Google’s included segments
• Create your own
• Save for later use
OTHER FUN TOOLS
• Secondary dimensions
• Content grouping
• Filters
A/B TESTING
TIME-BASED EXPERIMENTS
• Have version A live for 1 month
• Change to version B for another month
• Compare results
GOOGLE ANALYTICS EXPERIMENTS
• Easily test variations of a page
• Might require a developer’s help,
depending on your skill level
GOOGLE ANALYTICS EXPERIMENTS
UTM URLS
• Create a campaign
• Use different source/medium to track
results
• Not as statistically valid as experiments
REPORTING
DASHBOARDS
• Add widgets to track just about anything
• Click “Add to Dashboard” at the top of any report
• Save for quick access
• Share with your team
SCHEDULED REPORTS
• Automatically email reports
• Click “email” at the top of any report
• Schedule daily, monthly, weekly, quarterly
RESOURCES
LEARN GOOGLE ANALYTICS
https://analyticsacademy.withgoogle.com
http://www.google.com/intl/en/analytics/learn/
GOOGLE ANALYTICS ADD-ONS
https://www.google.com/analytics/gallery/
SERVICES
Custom
Software
Custom platforms
tailored to your
business, your
needs, and your
processes.
Web Design &
Development
User-friendly websites
with one common
purpose: driving your
business goals.
Internet
Marketing
Integrated online
strategies that build
your brand, drive
leads, and boost sales.
App
Development
We build apps that build
businesses, including
iOS, Android, Windows,
and web applications.
REACH OUT
Far Reach @farreach Far Reachfarreachinc.com