Getting Started With Google Analytics - Jon Hibbitt

GETTING STARTED WITH GOOGLE ANALYTICS

Jon Hibbitt – Technical SEO Analyst@jonhibbitt

WHAT WE DO

SEO PAY PER CLICK(PPC)STRATEGY ANALYTICS & CRO

SOCIAL MEDIA PUBLIC RELATIONS DISPLAY ADVERTISING

CONTENT MARKETING

WHO WE WORK WITH

TODAY’S MENU1. What is Google Analytics?2. Build a Measurement Plan3. Best Practice Account Set-up4. Key Reports5. Report Tips6. Google Tag Manager7. Questions

OBJECTIVES1. Get accurate data2. Have a clear measurement plan3. Identify the reports relevant to

your business4. Know what you can do and what

you need the developer to do5. Be more confident in using the tool6. Use the tool

BUSINESS ANALYTICS

WHAT IS GOOGLE ANALYTICS?

A Free Analytics Service For Measuring Online Customer

Behaviour

WHY USE GOOGLE ANALYTICS?

“ The goal is to turn data into information, and information into

insight ”Carly Fiorina – Former CEO of HP

HOW DOES IT WORK?

Collection

Processing Configuration

Reporting

https://support.google.com/analytics/answer/6081186?hl=en

WHAT DOES IT TRACK?

• Websites• Mobile Apps• Internet ‘Things’

https://support.google.com/analytics#topic=3544906

Map Your Business Objectives to Analytics

MEASUREMENT PLAN

DO IT GOOGLE’S WAY

https://analyticsacademy.withgoogle.com/explorer

PLAN• Document business objectives• Identify strategies and tactics• Choose Key Performance

Indicators (KPIs)• Choose Segments• Set Targets

PLANNING PROCESS

My Business Exists To…Ta

Strategy: Engage Users

Get more leads Increase online sales

ents Marketing channel (search, ppc, email, social)

New vs Returning Visitors

Geography (For brick & mortar businesses)

Drive Store Visits

Strategy: Sell Products

Sell Online

Recency /Frequency

Social Shares

Drive Blog Engagement

Revenue£

Avg. ordervalue: £

Find storelocation

Printed Coupon

PLANNING PROCESS DETAIL

1. DOCUMENT BUSINESS

OBJECTIVES

• Get more leads• Sell more products

Drive Store Visits

Sell Online

2. IDENTIFY STRATEGY &

TACTICS

Printed a Coupon

Revenue

Shared Blog Post on Facebook

• RevenuePrinted CouponShared on Social

£3. CHOOSE

4. CHOOSE TRAFFIC SEGMENTS

Marketing Channel - Organic, PPC, Email, Social

New vs Returning Visitors

Geography (For brick & mortar businesses)

5. BENCHMARK KPIsRevenue

Average order value

Printed a Coupon

Recency & Frequency of Customer Visits

Social Sharing of Blog Posts

In Store Visits +15%

Revenue +20%

Average Order +15%

6. SET GOALS

7. MEASURE & IMPROVE

In Store Visits +15%

Revenue +20%

Average Order +15%

On two occasions I have been asked, "Pray, Mr. Babbage, if you put into the machine wrong figures, will the right answers come out?" ... I am not able rightly to apprehend the kind of confusion of ideas that could provoke such a question.

—Charles Babbage, Passages from the Life of a Philosopher - 1864

ACCOUNT STRUCTURE

• ACCOUNT• PROPERTY• VIEW• USERS• PERMISSIONS

ACCOUNT SET-UP

Tracking code

https://support.google.com/analytics/answer/1008080?hl=en#GTMvsGA

GA UA-TRACKING CODE

Paste it immediately before the closing </head> tag

CHECK TRACKING CODE WORKS

SET-UP 3 NEW VIEWS

UNFILTERED, TEST & MASTER VIEWS

• Unfiltered – Raw data• Test – Apply filters /

changes here and test• Master – Your working

filtered account

SET VIEW SETTINGS

• Website URL: www.mywebsite.com or mywebsite.com

• Timezone: UK – London GMT+00:00 to include BST

• Currency: GBP• Exclude all hits from known

bots and spiders - Check• Site Search Tracking – Check

FILTERS

GA REPORT

B• Include – Only X• Exclude – X,Y,Z

E.g. Include only UK trafficExclude, Me, my web designer

CREATE & MANAGE FILTERS

USER MANAGEMENT

• Account Level• Property Level• View Level

USER MANAGEMENTPERMISSIONS

https://support.google.com/analytics/answer/2884495

• Manage Users• Edit• Collaborate• Read & Analyse

KEY REPORTS

DIMENSIONS & METRICS

https://analyticsacademy.withgoogle.com/course01/unit?unit=3&lesson=2

• Landing page• Page Title

• Pageviews• Bounce Rate

E.g. /shop/ Widgets | Offers – My Business

E.g. 738 34%

DIMENSIONS & METRICS

Dimension (Page) Metrics (Pageviews, Bounce Rate)

AUDIENCEWhere They Come From, What They Do, Key

Demographics

AUDIENCE OVERVIEW

• Start point in GA

• Overview of traffic report

DEMOGRAPHICS &

INTERESTS

• Enable setting in Admin• Better understand your

audience segments• Not all visitors included• Update privacy settings

https://support.google.com/analytics/answer/2799357?hl=en-GB

GEOWhere Did Customers Come From?

• Where visitors come from

• Language spoken

• Drill down into City,

continent, sub-continent

BEHAVIOURWhere and how do customers engage?

BEHAVIOUR

• New Vs Returning Frequency & Recency

• Pages viewed by age group?

• Why?

DASHBOARDSPerformance at a Glance

DASHBOARDS

• Add reports ‘widgets’

• Executive overview of performance

• Which pages deliver?

• Technical Performance

SHORTCUTSOrganise Data Into Your Own Report

KEY REPORTING TOOL - SHORTCUTS

https://support.google.com/analytics/answer/2676996?hl=en#Create

SHORTCUTS

• Make sure rows is set to maximum

• Save time consuming drill downs into one click reports

• Make more changes and save

INTELLIGENCE REPORTSGet alerts when something changes

KEY REPORT – INTELLIGENCE EVENTS

KEY REPORT – CUSTOM INTELLIGENCE EVENTS

https://support.google.com/analytics/answer/1033021?hl=en#create

KEY REPORT CUSTOM

INTELLIGENCE EVENTS

• Sessions > 50%• Sessions < 50%• Organic > 10%• Goal completions…

https://support.google.com/analytics/answer/1033021?hl=en#create

REAL TIME REPORTSGreat For Testing, Social Campaigns, PR Releases

ACQUISITIONWhere Are Customers Coming From? What Channels

Convert Well? Or Don’t!

ACQUISTION OVERVIEW

• Which channels are bringing in customers?• Which channels are

converting?• Which campaigns are

effective?

ACQUISITION - CHANNEL PERFORMANCE

ADWORDSIntegrate with Google Analytics

ADWORDS

See PPC performance in Analytics &

Analytics performance in PPC

https://support.google.com/adwords/answer/1704341?hl=en-GB

SEARCH ENGINE OPTIMIZATIONKeywords & Pages - Organic Search Visits

SEARCH ENGINE OPTIMIZATION

• Brand vs Non-Brand

• Average Position• Click Through Rate

https://support.google.com/webmasters/answer/1120006?hl=en

SOCIAL ANALYTICS How Does Social Contribute To Conversions?

SOCIAL ANALYTICS • Measure

value of social

• Set-up goalshttps://support.google.com/analytics/answer/1683971?hl=en

CAMPAIGN TRACKINGTrack Actions GA Doesn’t Auto Track

CAMPAIGNTRACKING

• E-mail links• Tweets• Facebook Ads• Affiliate Links

Use Google’s URL Builder

‘Marketing’ own thishttps://support.google.com/analytics/answer/1033867?hl=en

http://www.mysite.com/signup?utm_source=newsletter-20150726&utm_medium=email&utm_campaign=ga-training-offer-20150726

CAMPAIGN TRACKING

BEHAVIOURHow Customers Interact With Your Content

BEHAVIOUR

• Which page are most popular

• Which pages are valuable• Which website sections

are popular• Drill downs through

sections• Top landing pages

SITESPEEDFind the Speed Traps

SITESPEED

• Watch out for slow browser load times

• Test in www.webpagetest.org

• Follow Google’s speed suggestions

• Understand what customers are looking for• Create new content based on customer

searches• Optimise navigation elements

SITE SEARCHView Keywords Customers Enter On Your

Website

https://support.google.com/analytics/answer/1012264

EVENTSTrack Key Interactions on your site

• Track Downloads• Video Plays• AJAX calls• Outbound Clicks

CONVERSIONSGoals & E-Commerce Performance

• Destination URL – registration completion page reached

• Time based - 5 minutes on site

• Event fired – video play, link click

• Always assign ££ values

• Set-up in Admin section of GA

• Use template or custom setting

• Follow process• Max 20 per view

• Name the goal• Set type• Next Step

• Set Destination• Give a value• Verify goal to test

it works• Or test in real time

report

• Use Reverse Goal Path to see user journey to conversion

• Use Funnel Visualisation to see main pages leading to conversion

• Set-up goal funnels to optimise conversion

https://support.google.com/analytics/topic/1631741

CONVERSIONSE-Commerce Performance

E-COMMERCE

• Ask your developer to set-up product tracking• Turn E-Commerce on in view admin settings• Enable Cross Domain Tracking if using third party payments

https://support.google.com/analytics/answer/1009612?hl=en#Enable

E-Commerce

• Compare product sales by date

• Transactions (and upsells) by ID

• Discover sales cycle length

MULTI CHANNEL FUNNELSE-Commerce Performance

MULTI FUNNEL REPORTS

• See how different channels contribute to conversions

• See channels ‘assisting’ conversions

• View top combinations of channels leading to conversions

• See time from first engagement to conversion

KEY REPORTING TOOLS

REPORTING TOOLS MAP

KEY REPORTING TOOL - ALERTS

KEY REPORTING TOOL ALERTS

Status updates on the health of your GA account

KEY REPORTING TOOL – DATE RANGE

DATE RANGE SELECTION

DATE RANGE TIPS

• Compare historic activity

• Check seasonal variations

• Conduct micro analysis using hour selector

KEY REPORTING TOOLS - ANNOTATIONS

ANNOTATION TIPS

• Document changes to the website

• Document campaign launches

• Ask third parties to document their work

• Note causes of spikes or drops

KEY REPORTING FEATURES - SEGMENTS

KEY REPORTING FEATURES – SEGMENTS ALL SESSIONS VS ORGANIC

KEY REPORTING TOOLS – FILTERS

FILTER TIPS

• Start simple and refine

• Use the advanced selector to build more complex queries

KEY REPORTING TOOLS – SECONDARY DIMENSIONS

SECONDARY DIMENSIONS TIPS

Slice data at report level for detailed analysis

SHARE DATA

• Email• CSV, XLSX, PDF,

Google Sheets• Daily, Weekly,

Monthly• For X period• Export

KEY REPORT ACQUISITION

CHANNELS• Find out where the

traffic comes from• Plot rows to visualize• Channel performance• Drill into data by

clicking channel grouping links

Google Tag Manager

http://www.google.co.uk/tagmanager/

Google Tag Manager• Less requirement for web developers to deliver code

changes for tracking• Manage all tracking tags in one place online• Enhanced Ecommerce tracking provides detailed reporting

on every facet of shopping and purchasing behaviour, e.g. which products were seen, added or removed from cart, initiated, abandoned and completed transactions

ResourcesEveryone was a beginner at some stage. In every sector, everyday there’s someone starting out who wants to pick up the basics as quickly and painlessly as possible.

Google ChromeGoogle Tag AssistantGoogle Analytics Debugger Digital Analytics Fundamentals

SEO KPIsTypes of Goal– Engagement– Conversions– Visibility– Reputation – Credibility and status– Market leadership– Competitive advantage

KPI’s– Organic traffic – Visitor numbers– Volume of traffic achieved based on

keywords– Click-Through-Rates – Downloads– Conversions– Sales– Website engagement etc.

ORAny time left…

ANY QUESTIONS?OR

EXERCISECreate your measurement plan

• Business Objective• Strategy• Tactics• GA KPIs• Segments

SUGGESTIONS• Business Objective – No1 low cost airline in Europe• Strategy – Sell Services• Tactics - Sell Online• GA KPIs – E-Commerce - Revenue, Avg Order Value• Goals – Newsletter, sign-ups• Segments – Email, Organic Search, PPC

OR01273 733 433

grow@sitevisibility.com

www.sitevisibility.comWebsite:

Getting Started With Google Analytics - Jon Hibbitt

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