Google Analy+cs · 2019-10-18 · Google Tag Manager (GTM) • Add and update your own tags for...
Transcript of Google Analy+cs · 2019-10-18 · Google Tag Manager (GTM) • Add and update your own tags for...
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GoogleAnaly+cs
Measure
Learn
TakeAc.on
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@GoogleExpertsUK [email protected]
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QuicklyLookAt
• DeployingGoogleAnaly+cs
• WhatAspectsofYourMarke+ngAre
Working?
• AreVisitorsEngagingWithYourWebsite?
• AreYouMeasuringYourReturnOn
Investment(ROI)?
• UsefulTools
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Deploy-GA
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GAonTheSite
• HardCoded
• Plugin
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GA-Coded
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GA-Plugin
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GoogleTagManager(GTM)
• Addandupdateyourowntagsforconversion
tracking,siteanaly+cs,remarke+ngandmore.
• QuicklydeployGoogleandthird-partytags
– Tawk.to
– Hotjar
– LinkedinInsight
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GoogleTagManager(GTM)
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GTM-Coded
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GTM-Plugin
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DiveIn-GA
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Login!
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SomeTermsUsedinGA
• Audience
• Acquisi+on
• Behaviour
• Conversions
• BounceRate
• Sessions
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Confused?
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SomeTermsUsedinGA
• Audience–wheredidtheycomefrom?
• Acquisi+on–Howdidyougetthem?
• Behaviour–Howdidtheyinteractwiththe
website?
• Conversions–Didtheydowhatyouwanted?
• BounceRate–LeYfromsamepagethey
entered
• Sessions–Default30minutese\ng
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WhatMarke+ngIsWorking?
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Acquisi+on
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TypesofTraffic
• Direct–visitorswhotypedinURLorhavesite
bookmarked
• Social–visitorsfromasocialnetwork
• OrganicSearch–visitorscomingfromasearch
engine
• Referral–visitorswhocometoyourwebsite
viaalink
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GoogleAdWords
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WhichSocial?
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WhereonSocial
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GoogleURLBuilder
h1ps://ga-dev-tools.appspot.com/campaign-url-builder/
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CallItWhatItIs
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CreateEmail
UsecreatedURLasyourlink
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CampaignName
WordCamp
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FollowTheDetails
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ForFutureReference
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NamingConven+on
• Makeitsothatanofficejuniorthatstartsnextmonthcanunderstandit
• WebsiteURL*
• CampaignSource*
• CampaignMedium
• CampaignTerm
• CampaignContent
www.stormchasersdigital.com?
utm_source=email&utm_medium=promo+on&utm_campaign=WordCamp&utm_
term=personal%20invite&utm_content=link%20to%20website
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SplitTes+ng
Ki1en Puppy
hfp://stormchasersdigital.com/?
utm_source=twifer&utm_campaign=Dig
ital-In-
Kent&utm_medium=image&utm_term=a
re-you-afending&utm_content=ki1en
hfp://stormchasersdigital.com/?
utm_source=twifer&utm_campaign=Di
gital-In-
Kent&utm_medium=image&utm_term=
are-you-
afending&utm_content=puppy
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TidyURL?
hfp://goo.gl
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TidyURL?
hfps://app.bitly
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VisitorEngagement
![Page 39: Google Analy+cs · 2019-10-18 · Google Tag Manager (GTM) • Add and update your own tags for conversion tracking, site analy+cs, remarke+ng and more. • Quickly deploy Google](https://reader034.fdocuments.in/reader034/viewer/2022042306/5ed1c341eeae11434b474fd0/html5/thumbnails/39.jpg)
OurWebsitePlan
Home Service
AboutContact
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Behaviour
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BehaviourFlow
Isthishowweplannedit?
Whatcanwedotoimprove?
Doweneedtochangeourgoals?
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HighlightAFlow
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HighlightedFlow
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ChangeInforma+on
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LandingPages
Wherevisitorsenterthewebsite
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ExitPages
Wherevisitorsleavethewebsite
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SiteSearch
Visitorstellingyouwhattheywanttosee
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MeasuringROI
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OurWebsitePlan-Se\ngaGoal
Home Service
AboutContact
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FromRepor+ngScreen
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AdminScreen
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CreateAGoalView
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GetTheSe\ngsRight
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CreateAGoal
![Page 55: Google Analy+cs · 2019-10-18 · Google Tag Manager (GTM) • Add and update your own tags for conversion tracking, site analy+cs, remarke+ng and more. • Quickly deploy Google](https://reader034.fdocuments.in/reader034/viewer/2022042306/5ed1c341eeae11434b474fd0/html5/thumbnails/55.jpg)
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GiveItAName
![Page 58: Google Analy+cs · 2019-10-18 · Google Tag Manager (GTM) • Add and update your own tags for conversion tracking, site analy+cs, remarke+ng and more. • Quickly deploy Google](https://reader034.fdocuments.in/reader034/viewer/2022042306/5ed1c341eeae11434b474fd0/html5/thumbnails/58.jpg)
AddDetails
![Page 59: Google Analy+cs · 2019-10-18 · Google Tag Manager (GTM) • Add and update your own tags for conversion tracking, site analy+cs, remarke+ng and more. • Quickly deploy Google](https://reader034.fdocuments.in/reader034/viewer/2022042306/5ed1c341eeae11434b474fd0/html5/thumbnails/59.jpg)
AddAValue
![Page 60: Google Analy+cs · 2019-10-18 · Google Tag Manager (GTM) • Add and update your own tags for conversion tracking, site analy+cs, remarke+ng and more. • Quickly deploy Google](https://reader034.fdocuments.in/reader034/viewer/2022042306/5ed1c341eeae11434b474fd0/html5/thumbnails/60.jpg)
TheFormula
• C=Totalwebsiteconversions
• R=Totalrevenuefromwebsiteconversions
• GV=Averagegoalvalue,orrevenueperconversion
• GV=R/C
That’sit,butlet’sdoanexampletoillustratethepoint:
Totalwebsiteconversions:50
Totalrevenuegeneratedfromwebsite:£2,500
Goalvalue(Gv)=2500/50
Everygoalis‘worth’£50
![Page 61: Google Analy+cs · 2019-10-18 · Google Tag Manager (GTM) • Add and update your own tags for conversion tracking, site analy+cs, remarke+ng and more. • Quickly deploy Google](https://reader034.fdocuments.in/reader034/viewer/2022042306/5ed1c341eeae11434b474fd0/html5/thumbnails/61.jpg)
Ini+ally
![Page 62: Google Analy+cs · 2019-10-18 · Google Tag Manager (GTM) • Add and update your own tags for conversion tracking, site analy+cs, remarke+ng and more. • Quickly deploy Google](https://reader034.fdocuments.in/reader034/viewer/2022042306/5ed1c341eeae11434b474fd0/html5/thumbnails/62.jpg)
OurWebsitePlan-Se\ngaGoal
Home Service
AboutContact
![Page 63: Google Analy+cs · 2019-10-18 · Google Tag Manager (GTM) • Add and update your own tags for conversion tracking, site analy+cs, remarke+ng and more. • Quickly deploy Google](https://reader034.fdocuments.in/reader034/viewer/2022042306/5ed1c341eeae11434b474fd0/html5/thumbnails/63.jpg)
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LookingforROI
• Totalwebsiteconversions:50
• Totalrevenuegeneratedfromwebsite:£2,500
• Goalvalue(Gv)=2500/50
• Everygoalis‘worth’£50
• Weconvert5%ofvisitors
• 1000visitors=£2,500
• £2.50pervisitor
![Page 65: Google Analy+cs · 2019-10-18 · Google Tag Manager (GTM) • Add and update your own tags for conversion tracking, site analy+cs, remarke+ng and more. • Quickly deploy Google](https://reader034.fdocuments.in/reader034/viewer/2022042306/5ed1c341eeae11434b474fd0/html5/thumbnails/65.jpg)
LookingforROI
• Adver+singcostis£1.50pervisitor
• ROI£1pervisitor
DownloadPDF–h1p://stormchasersdigital.com/resources
@GoogleExpertsUK [email protected]
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USEFULTOOLS
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GoogleTagAssistant
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GoogleAnaly+csDebugger
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FacebookPixelHelper
![Page 73: Google Analy+cs · 2019-10-18 · Google Tag Manager (GTM) • Add and update your own tags for conversion tracking, site analy+cs, remarke+ng and more. • Quickly deploy Google](https://reader034.fdocuments.in/reader034/viewer/2022042306/5ed1c341eeae11434b474fd0/html5/thumbnails/73.jpg)
WASPInspector
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TagManagerInjector
![Page 75: Google Analy+cs · 2019-10-18 · Google Tag Manager (GTM) • Add and update your own tags for conversion tracking, site analy+cs, remarke+ng and more. • Quickly deploy Google](https://reader034.fdocuments.in/reader034/viewer/2022042306/5ed1c341eeae11434b474fd0/html5/thumbnails/75.jpg)
GTMDatalayerSiYer
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GTMSonar
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GoogleAnaly+csTMClient
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DataSlayer
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PageAnaly+cs(byGoogle)
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PageAnaly+cs(byGoogle)