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Getting Started With Google Analytics
@SherryBonelli earlybirddigitalmarketing.com
About Me…
• 18+ years’ digital
marketing experience
• Launched ecommerce
business in 1998
• Public Speaker
• Specialties:
• Search Engine
Optimization (SEO)
• Reputation Marketing
• Content Marketing
• Social Media Marketing
• Video Marketing
Sherry Bonelli, MA Internet Marketing Owner, early bird digital marketing SCORE Mentor
@SherryBonelli earlybirddigitalmarketing.com
early bird digital marketing agency
@SherryBonelli earlybirddigitalmarketing.com
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IN TODAY’S SESSION, WE DISCUSS:
INTRO TO
ANALYTICS
GOALS
WHAT SHOULD
BE TRACKED?
HOW TO CREATE
GOALS
RESOURCES
Learn about Google Analytics and the importance of goals.
Every website can measure visitor interactions.
We walk you through goal set up, step by step.
Want to learn more? These resources can help.
INTRO TO GOOGLE ANALYTICS
WHAT IS GOOGLE ANALYTICS?
google.com/analytics
• Free, powerful web
analytics.
• See reports showing
how visitors found your
website, and what they
did when they got there.
• Measure the
effectiveness of
your online and offline
marketing campaigns.
Google Analytics Organization
• Organization
– Property
° View
Each business has
an Account, Property
and View
Set Up Property and Reporting View
A property represents your website and is the collection point in
Analytics for data from your site
Set up a reporting view in your property. Views let you create
filtered perspectives of your data.
Example: All data except data from your company’s internal
IP addresses.
Follow the instructions to add the tracking code to your website
Setting Up Your Google Analytics Account
Create or sign in to your Analytics account:
1. Go to google.com/analytics
2. Click SIGN IN > Analytics.
Do one of the following:
• To create an account, click More options > Create account.
• To sign into your account, enter the email address and password
associated with the account.
Sign With Google Analytics
Enter Website Info
Accept Google’s Terms of Service
Tracking ID
This is the code
you put on your
website so Google
can track site’s
activity
Universal Analytics (UA) Tracking Code to Put on Your
Pages Best Practice: Save
a copy of your UA
Code in a Notepad
document for future
reference or to send
to your webmaster
for code placement
Copy and paste this code as the first item into the <HEAD> of every webpage you want to track.
Important Settings: Session Settings
This is the default length of time an individual session for a user ends.
Important Settings: Referral Exclusion List
Referral Exclusion List: Allows you exclude various sites from your
analytics data
Important Settings: Organic Search Sources
Allows you to add different search engines to your analytics. Click the “List of default search
engines” to get necessary info for each search engine you want to track visitors from.
List of Default Search Engines & Parameters
Default Search Engines MUST-ADDs
Your Can Also Connect Google Analytics to Other
Google Products
You can also
connect your
analytics to your
Google AdWords,
AdSense, Ad
Exchange and other
Google Products and
track results
Manage Users
If you have a web master, you can add them as a manager to your Google
Analytics
INTRO TO GOOGLE ANALYTICS GOALS
WHAT IS A GOAL?
Analytics is not about counting, it’s about measuring.
• A goal represents an completed activity, called a conversion.
• Conversions represent success for your business
Examples:
• Email newsletter sign up
• Purchase on an ecommerce website
• Time spent on a website
GOALS MUST BE DEFINED
• To track the number of conversions
• To see the conversion rate
• To see which marketing campaigns generate the most conversions
WITHOUT DEFINING GOALS, IT IS
ALMOST IMPOSSIBLE TO EVALUATE
THE EFFECTIVENESS OF YOUR WEBSITE
AND MARKETING CAMPAIGNS.
MACRO AND MICRO GOALS
Macro goals
• Correspond to primary objectives of your site
Micro goals
• Correspond to secondary activities
Defining these goals helps you measure the effectiveness of your
website and marketing campaigns.
WHAT SHOULD BE TRACKED?
IN THIS SECTION, WE DISCUSS:
• What kinds of goals to track
• How to set up a goal
WHAT DO YOU WANT VISITORS TO DO ON
YOUR SITE?
WHAT SHOULD BE TRACKED?
Revenue
• Example: Place an online order
Acquisition
• Example: Create an online account
Inquiry
• Example: Submit a contact form
Engagement
• Example: Sign up for an email newsletter
Track what makes sense for your business, up to 20 goals per view.
GOAL TYPES
Destination
• A specific location loads.
Duration
• A session lasts a specific minimum amount of time.
Pages/Screens per session
• Visitors view a minimum number of pages or screens.
Event
• An action defined as an event is triggered.
The goal type describes the action you’re measuring.
OUR EXAMPLE SITE: STASIASBAKERY.COM
EXERCISE:
CREATE A LIST OF GOALS FOR
STASIASBAKERY.COM
ASK: WHAT? HOW? WHY?
HOW TO CREATE GOALS IN GOOGLE
ANALYTICS
IN THIS SECTION WE DISCUSS:
1.Setting up goals for duration
2.Setting up goals for page views or screen
views
3.Setting up goals for destinations reached
4.Setting up goals for events completed
SIGN IN AT GOOGLE.COM/ANALYTICS
Sign in here
DID YOU TAG YOUR PAGES?
• Goal pages must
be tagged with
tracking code.
• Without the code
Google Analytics
cannot track the
page and goal.
Set up under properties
ACCESS GOALS UNDER THE VIEW LEVEL
Google Analytics
accounts are
organized by account,
property, and view.
Set up goals here
CLICK “+NEW GOAL”
Click here
USE GOAL TEMPLATES OR CREATE YOUR OWN
LET’S START EASY: MEASURE BY TIME ON SITE
• This goal type
doesn’t require
special steps.
• Measures visitor
engagement with
your website.
Select “Custom”
ADD A DESCRIPTION AND SELECT TYPE
Select “Duration”
HOW LONG DO YOU WANT PEOPLE ON YOUR SITE?
Specify minimum duration
GOAL 2: MINIMUM PAGES VIEWED
• This goal type
doesn’t require
special steps.
• Also measures
engagement with
your website.
Select “Custom”
ADD A DESCRIPTION AND SELECT TYPE
Select “Pages/ Screens per session”
HOW MANY PAGES DID THEY SEE?
Specify the minimum number of pages
GOAL 3: EMAIL NEWSLETTER SIGN UP
This goal type requires
additional steps.
Let’s track email newsletter sign-ups
THIS MEASURES ENGAGEMENT
Select “Newsletter Sign Up”
SELECT “DESTINATION” GOAL TYPE
One option: use the “thank you” confirmation page as the destination
ENTER DETAILS AND SAVE
Enter URL, save the goal
GOAL 4: TRACK AN EVENT
• Event Tracking
records interactions
with site elements.
• You classify the
interaction types.
Let’s track plays of this video
HOW TO DEFINE AN EVENT
Category (required)
• The name you supply for the object you want to track.
Action (required)
• Unique to each category, used to define the type of interaction.
Label (optional)
• Provides additional dimensions to the data.
For our example, we might use the category “Video,” the action “Play,”
and the label “How to decorate a cake.”
CODE EXAMPLE
The Event method
_trackEvent(category, action, opt_Label)
Our link might look like this:
<a href=”#” onClick=”_gaq.push([‘_trackEvent’, ‘Video’, ‘Play’, ‘How to
decorate a cake’]);”>Play</a>
Learn more here: developers.google.com/analytics
SELECT CUSTOM AGAIN
Select “Custom”
ENTER A NAME FOR THE EVENT
Select “Event”
ENTER GOAL DETAILS AND SAVE
Category and action are required
FYI, YOU CAN ALSO TRACK ECOMMERCE
Google Analytics can
track transactions.
Track online orders
Analyzing Data
You Can See A LOT of Information About Your Visitors
& Site
Demographics
Learn more about your site visitors
Interests
New Visitors vs. Returning Visitors
And MANY More Reports Are Available!!
RESOURCES
GOOGLE ANALYTICS HELP CENTER
support.google.com/analytics
ANALYTICS ACADEMY
analytics.google.com/analytics/academy
YOUTUBE CHANNEL
youtube.com/user/googleanalytics
ANALYTICS DEMO ACCOUNT
analytics.google.com/analytics/web/demoaccount
TECHNICAL INFORMATION
developers.google.com/analytics
WANT TO LEARN MORE?
yourprimer.com
