A Social Media Week MasterclassUnderstanding Analytics With Google

An Anakle Presentation

Wouldn’t it be great to know how your customers found your site, what they did on your site, and if

they took an action you consider valuable?

With Google Analytics, you can… for free

BackgroundThe ability to better understand your customers, is one of the greatest perks for doing business online, and Google analytics delivers the Who, When, What and How for your website.

Every business can benefit from Google Analytics; from large businesses, to one-man shops.

Content• What is Google Analytics? • Important metrics to monitor on Google Analytics

• Visits/Visitors/ • Pageviews • Bounce rate • Demographics: Gender, age, location, • Device • Traffic Source • Website tracking

• Amazing things you can do with Google Analytics • Google Analytics alternatives

What is Google Analytics?

A free web analytics tool that allows you to measure, manage and analyze marketing performance to maximize its effectiveness and optimize return on investment (ROI).

The insights you get allow you make improvement to your website, and allow you capture more

potential customers to your website

The better you understand how customers interact on your website, the better you can create a website that encourages them to stay, make purchase or contact you.

Getting Started

Getting StartedYou can create a Google Analytics account in 4 easy steps!

1. Go to admin. Click on ‘Create new account’ 2. Fill in website details; Set reporting time zone.

3. Accept Google Analytics terms of service 4. Copy tracking code, send to your webmaster. Start tracking!

The ‘Home’ tab shows you how many websites/analytics accounts are linked to your email. It also show you the website results at a glance.

Your Analytics Homepage

Important Metrics to Measure

Sessions: The period time a user is actively engaged with your website, app, etc.

Users: People who had at least one session within the selected date range.

Pageviews: Total number of pages viewed.

Pages/Session: Average number of pages per visitor

Avg Session Duration: The average length of a session

Bounce Rate: Percentage of one-page visitors

% New Session: An estimate of the percentage of first time visits.

Overview Page

Creating Custom ReportsGoogle Analytics allows you to ‘customize’ your report

based on metrics that matter to you.

1. Create a new custom report

2. Set Parameters

3. Success!

Admin Section

Annotations help users leave notes on the graph to help mark important happenings according to the day they happen.

CreatingAnnotations

Custom AlertsGoogle Analytics has an engine that monitors your traffic. It can alert if it sees something unusual. So, if your traffic drastically drops, it will alert you.

Let’s try creating one.

Scheduling EmailsYou can export your report and schedule it to be sent to your client daily, weekly, monthly or quarterly.

Google Analytics Dashboard

Google Analytics Dashboard

On ‘My Dashboard’, you can add widgets, remove widgets, and customize and create a new dashboard according to your needs.

• Automatic Alerts: This takes place when Google Analytics detects a significant change in traffic pattern on your website

Intelligence EventsThere are 2 types of intelligence events:

• Custom Alerts: Alerts you create yourself

Real-TimeReal-Time gives you information on users that are on your site at the moment.

Audience

User FlowShows where the visitors are coming from and the path they take while they are on your site.

AcquisitionIt tells you where your visitors came from, how you acquired them, and how relevant the source/referral channels are.

BehaviourBehaviour report helps you understand how user behaviour on your website, pages they visit , average time spent on the page etc. Data derived can help you optimize your content based on the type of content your customers consume.

ConversionThe conversion report lets you know the number of conversions

that take place, and the monetary values for each of them.

Alternatives to Google Analytics

Plan and organize your parameters

Keep it simple

No matter how pressured you are to start a campaign, track first!

Summary

If it doesn’t get measured, it doesn’t get managed.

How may we help you?

Tokunbo Tosin-Famakinwa

Online Accounts Specialisttokunbo.adewale@anakle.com