Google Analytics
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Transcript of Google Analytics
Google AnalyticsKey to your Success
What we Learn• Why Analytics
• Who are the people who visit your website?
• what brought visitor to your website?
• what they do once they got on the website?
• did they do what you wanted them to do?
Challenges with data
• Too much of it
• Don’t trust it
• Don't’ know what to do with it
• How do people find me online?
• Who are they?
• Where do they come from?
• Do they like me?
• Are they a valuable customer?
• How do I stack up against the competition?
• How can I plan for the future?
Data can answer…
Google Analytics Action Plan
Web Analytics:Definition
• Analysis of qualitative and quantitative data from your website
• Drive continual improvement of the online experience that your customers and potential customer have
• Converts your Traffic to Sales
Web Analytics:Definition
• Analysis of qualitative and quantitative data from your website
• Drive continual improvement of the online experience tat your customers and potential customer have
• Converts your Traffic to Sales
DATAACTIONRESULT
Why you need Analytics
Web Analytics is the foundation for running a successful startup. with out it, you are flying blind.
Executives can learn: • Which marketing initiatives are most effective • Which customer and customer segments are most valuable
Marketers can learn: • Where users come from and what do they do on the site • How can the website convert more users into customers • Which keywords resonate with prospects and lead to conversions • Which online ad or creative is the most effective
Content Creators can learn: • Where people leave the site • Which pages retain users the longest
Who can use Analytics?
Why Google Analytics• Free to use
• Easy to setup
• Easy to read reports
• Real-time reports
• Custom reports
Limits of Google Analytics
GA is not perfect: there are some errors.
But while the numbers aren’t exact, the data is still very useful.
Analysis not a
CounterAnalytics is about identifying trends,
not about getting hung up on précis numbers.
Most Important StepIdentifying Goals
Think of a goal as specific and measurable actions that you want your visitors to complete before they leave your website
• Visitors downloading a document • Visitors completing a contact form • Visitors completing a purchase • Visitors who spend more than 5 min • “Negative goals”: #of zero search results
How to setup a GOAL
Google Analytics Step by Step
Upgrade your Google Analytics
toUniversal (Analytics.js)
Navigation
Who are the people who visit my website?
Audience
Audience Overview: Standard Reports
Standard Reports: Sessions
Standard Reports: Users
Standard Reports: Pageviews
Standard Reports: Pages/Session
Standard Reports: Avg. Session Duration
What is a Bounce?
What is not a Bounce?
Standard Reports: Bounce Rate
Standard Reports: % New Sessions
DemographicsAge and Gender
How to enable Demographics
insert the bold green line into your existing tracking code between the 'create' and 'send' commands
<script> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,'script','//www.google-analytics.com/analytics.js','ga'); ga('create', 'UA-XXXXXX-XX', 'example.com'); ga('require', 'displayfeatures');ga('send', 'pageview'); </script>
DemographicsAge and Gender
Interest
Interest
Geo: Language and Location
Geo: Language and Location
Behaviors: New vs Returning
Behaviors: New vs Returning
Technology
Technology
Mobile vs Desktop
Mobile vs Desktop
Users Flow
Users Flow
SegmentsFilter any reports to show only a specific segment of traffic
SegmentsAudience Overview filters by Segments
What brought visitorsto your site?
Acquisition
Channels
Custom Channels
Online Banner / Display PPC / CPC
Offline News Coverage SMS marketing
How to Create a Custom Channel
URL Builder
https://support.google.com/analytics/answer/1033867?hl=en
URL Sample
www.blogad.ir/landing/? utm_source=Anetwork
&utm_medium=CPC &utm_campaign=Blogupdate
&utm_content=redbanner &utm_term=72890
Channels
All Traffic
All Referrals
Keywords
Social
Campaigns
What they do once theygot on the website?
Behavior
Site Content
All Pages Landing Pages
Exit Pages Site Speed Site Search
Site Content
Site Search
Remember: Every time a visitor enter a keyword, he’s telling you exactly what he wants to find on your website.
In-Page Analytics
In-Page Analytics
Better results and more services in In-page Analyticswith adding this code to your tracking code
Add the tag to your tracking code, after you create a tracking object, as illustrated by the red text in the example below:
ga('create', 'UA-XXXX-X'); ga('require', 'linkid', 'linkid.js');
ga('send', 'pageview');
In-page AnalyticsEven better with google chrome extension
https://chrome.google.com/webstore/detail/page-analytics-by-google/fnbdnhhicmebfgdgglcdacdapkcihcoh
Did they do what you wanted them to do?
Conversions
Goals
Funnel Visualisation
Goal Flow
Goals
E-commerce Report
E-commerce Report
Multi-Channel Funnel
Multi-Channel: Top Conversion
Multi-Channel: Assisted Conversions
Assisted / Last Click or Direct Conversions =0 this channel functioned primarily as final conversion
=1 equally assist and final > 1 the greater the value, the greater the assist role
Multi-Channel
Annotation
Write your comments on every
change or update
Compare Metrics
Compare Similar Periods
Compare days of the week
Compare Hours of the Day
Compare Metrics to site Average
A/B Testing
A/B Testing with ExperimentsReport example
Knowledge withoutaction is meaningless
Brian Clifton
Creating a Data Driven Culture
• Give access to data
• A/B test whenever possible
• Measure all function of the business
• Reward employees who use data to advance your business
Q & A
Thank You
@shayanshalileh