Google analytics 101
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Google Analytics 101measuring value, more than just numbers
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founder & ceo of inboundid and partner iklanex. digital marketing manager at wego indonesia ex. group head search marketing at gopher ex. digital marketing manager for asia at lasalle college international ex. head of production at bubu
get [email protected] +628118301984 @idowebid
ridho putradi s’gara
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today’s agendagoogle analytics | introduction google tag manager google analytics | the basic your audiences acquisition behaviour conversions custom dashboard generating insights
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bring outthat question!
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Google Analytics | introduction
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getting started with google analytics
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google analytics account structure
account property
view
view
view
property
view
view
view
property
view
view
view
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google analytics tracking code• asyncronous code execution • placed on <head> • it create a unique identifier
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Google Tag Manager
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google.com/analytics/tag-manager
• manage tags reliably and effectively
• change tags quickly and easily
• easily embed any tags
managing your tags with Google Tag Manager
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setting up your account
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installing your tag manager code
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creating and publishing your tag
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managing your tags
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use ghostery (https://www.ghostery.com) or similar app to verify that your code is up and running
verify your code
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Google Analytics | The Basic
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what you can do with Google Analytics
measuring, collecting, analyzing & reporting your data actionable
insights
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dimension vs metrics
dimensions describe characteristics of your users, their sessions and actions
sample of dimensions: city : jakarta, bandung, etc. gender : male/Ffemale device : desktop, mobile etc.
metrics are quantitative measurements
sample of metrics: sessions : 10,000 pages/sessions : 3.00 bounce rate : 60%
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date range & comparison
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segmentsisolate and examine subsets of your data.
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creating new segments for your data
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your audiences
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who, how, where and when• demographics • geographics • behaviour • technology • mobile • benchmark
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audience overview
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active usersanalize the long term engagement with your audiences
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demographics
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interest: affinity categoryaffinity audiences consist of aggregated consumers who have demonstrated a qualified interest in a particular topic.
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interest: in-market segmentsIn-market audiences is a way to connect with consumers who are actively researching or comparing products and services across Google Display Network publisher and partner sites and YouTube.
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interest: other categoriesThis groups users by which categories they are also interested in browsing about, for example "Food & Drink/Cooking & Recipes."
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geographics data
languges and locations
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behaviour
new vs returningcomparison between new users and returning users. new users are users who haven’t visited your site previously, on a new devices / browser, or has cleared their cookies.
frequency & retencyhow many times and how often your users visited your site.
engagementhow long and how many pages your users visited your site.
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technology
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mobile
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benchmarking
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user flow
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acquisitionhttp://www.inboundid.com
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acquisition overview
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traffic by channelschannels are source of your traffics. by default, Google already defined the source of traffics to several channels
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source and mediumsource and medium will help you describe even further on where your traffics are coming from
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tagging your audiencesCampaign Source (utm_source)
Required. Use utm_source to identify a search engine, newsletter name, or other source. Example: utm_source=google
Campaign Medium (utm_medium)
Required. Use utm_medium to identify a medium such as email or cost-per- click. Example: utm_medium=cpc
Campaign Term (utm_term) Used for paid search. Use utm_term to note the keywords for this ad. Example: utm_term=running+shoes
Campaign Content (utm_content)
Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL. Examples: utm_content=logolink or utm_content=textlink
Campaign Name (utm_campaign)
Required. Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign. Example: utm_campaign=spring_sale
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connecting your adwords account
unified dashboard = better monitoring
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adwords campaigns monitoring
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search engine optimizationconnect Google Webmaster Tools / Google Search Console to be able to monitor your SEO performances on
Google Analytics
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not provided?imho is the worst approach Google has ever made to privacy.
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social media monitoring
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campaign analysis
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import your cost datahttp://www.inboundid.com
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behaviour
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site content
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site speed
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site search
go to admin > view > view settings
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event tracking
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event tracking
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fields
example
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publisher? connect your adsense account
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content experiementsGoogle versions of A/B testing
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in-page analyticshttp://www.inboundid.com
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conversions
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set up your goals
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question to ask when setting up your goals 1) who is your site target
audiences 2) what do you want them to
do when they visited your site
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it’s important to put money value on your goals. remember, you can’t measure what it is you do not value.
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goal funnel
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multi channel path
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digital attributionwithout a clear attribution, you will end up with misleading information on your digital performances
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setting up your attribution model
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attribution madness
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last interaction
In the Last Interaction attribution model, the last touchpoint would receive 100% of the credit for the sale.
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last non direct interaction
In the Last Non-Direct Click attribution model, all direct traffic is ignored, and 100% of the credit for the sale goes to the last channel that the customer clicked through from before converting
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first interaction
In the First Interaction attribution model, the first touchpoint would receive 100% of the credit for the sale.
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linear
In the Linear attribution model, each touchpoint in the conversion path would share equal credit for the sale.
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time decay
In the Time Decay attribution model, the touchpoints closest in time to the sale or conversion get most of the credit.
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position based
In the Position Based attribution model, 40% credit is assigned to each the first and last interaction, and the remaining 20% credit is distributed evenly to the middle interactions.
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Display Search Direct Social Paid1Search
Order1Value1(Margin)1 =1IDR1
50000
Cost1per1acquisition1 (all1channel1combined)1=135000
custom attribution
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ecommerce tracking
go to admin > view > ecommerce settings
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transaction data
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item data
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implementationload the plugin
adding transaction
adding item (to cart)
sending data
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php example
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php example (cont)
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custom dashboard
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google analytics solution dashboard
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sample dashboard
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generating insights
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sample 1: page, browser & site speed
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sample 2: browser & engagement
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sample 3: channel & conversion
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more resourceshttp://www.wordstream.com/blog/ws/2014/05/15/google-analytics-tips
http://www.slideshare.net/kelvinnewman/5-instantly-actionable-insights-from-google-analyticshttp://conversionxl.com/under-utilized-google-analytics-reports-conversion-insights/https://blog.kissmetrics.com/google-analytics-for-visitor-insights/http://www.kaushik.net/avinash/google-analytics-tips-data-analysis-reports/
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that’s iti’m a huge fan of coffee, a venti long black and we’ll talk more!
@[email protected]://www.inboundid.com+628118301984
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