Google Analytics 101

Google Analytics 101 January Webinar

• Chris CounteySEO & Analytics ManagerStream Companies

• [email protected]

• @chriscountey

• @streamcompaniesfacebook.com/streamco

• http://www.streamcompanies.com

Who you are talking to

• I’ve been building websites since 1999

• I’ve worked as an SEO for about 7 years for agencies, in-house for companies and as a consultant

• I frequently attend and speak at local SEO meetups and conferences. I was one of a handful of speakers who presented when Moz came to Philadelphia

• I have my GAIQ (Google Analytics Individual Qualification) Certificate

• My goal for 2014 is to help Stream become one of the very few agencies in the Philadelphia area become a Google Analytics Certified Partner (GACP)

• Needless to say, I am a nerd

About me

HASHTAG:#streaminar

@chriscountey@streamcompanies

Google Analytics 101 Overview

I’ll discuss the following topics today:

•Why it’s important to measure website data•How to set up Google Analytics for your website (account & tracking info)•How to clean up your data (filters)•How to configure Google Analytics to initially measure success (goals)•How to create simple dashboards•How to automatically email reports•How to view standard reports (acquisition vs behavior vs conversions)•Resources• How Business Owners Use Google Analytics To Gain An Edge

& Make Smarter Decisions (blog post)• Custom Google Analytics reports and dashboards you can

download and install TODAY•Q&A

Why is measuring website traffic data important?

Why is measuring website traffic data important?

Acquisition

Conversions

Behavior

How to set up Google Analytics

Unless you’re installing Google Analytics on a brand new site, it’s recommended that you choose Classic Analytics.


Account Information Tracking Code


Adding the code to your website

Tracking CodeIn order for Google Analytics to start tracking data for your website, this code needs to be added to the <head> section of every page of your website.

Most sites use templates or place holders for this part of your website. In other words, you can add the code to the template and it will appear on every page of your site.

If you need to add this code to every page of your website manually, please call Stream immediately to discuss a website redesign.

1-866-894-0092


Check your tracking Real Time VisitsOnce you’ve installed your tracking code, visit your website.

Click Reporting > Real Time and you should have at least one visitor, you! (Hopefully you have a lot more than that!)


If you need it later… Real Time VisitsYou can find your tracking JavaScript code under Admin > Property

Filter Out Visits from Your IP AddressNow that we know Google Analytics is tracking data, we want to filter out our own visits.

As an SEO agency, Stream visits our clients’ sites A LOT and we don’t want our visits to skew the numbers.

How to Get Your IP AddressVisit whatismyip.com

Your IP will look like #.#.#.# or 192.168.1.1

Filter Your IP Address(es) in GA

Google Analytics ViewsBefore we create a new filter, we want to create a new View of our data.

We want to have at least 2 Views of our website:•RAW Data (everything)•Filtered Data (excluding known IPs)•You can create a view for pretty much any filter you need

In GA, click the Admin button, select your account and then your property.

The default view is “All Web Site Data”. Click on it and select Create new view

Adding the Filter• In Admin, select your new View

(calling it Filtered Data is recommended)

• Select Filters, + New Filter• Give it a name that indicates

who/where• Select “traffic from the IP addresses”• … that are equal to• Enter your IP• Visit your website and then view Real

Time visits again

Setting Up Your First Goal

The most basic conversions to track are “contact us” submissions

Test your form (good idea anyway) to see what URL it takes you to

Admin > Goals > Create New

Goal Example

http://www.streamcompanies.com/lets-talk

http://www.streamcompanies.com/thank-you

New Goal > Type: Destination

Destination Equals to: /thank-you

For now, leave the Value and Funnel off.

Save.

Create Your First Dashboard

The Google Analytics Solutions Gallery has a large variety of dashboards that are free to download.

These can help you get started in learning advanced GA while seeing some actionable data at the same time.

•Create a New Dashboard•Import from the Solutions Gallery•Select Your GA View•Your new dashboard will appear in that view

Reporting > Dashboards > New Dashboard

Set Up Your First Automatic Email

From any report page, click on the Email button at the top and choose your options

Back to this for a moment…

Acquisition

Conversions

Behavior

Don’t get overwhelmed! Break down the data.

Acquisition Conversions

Behavior

SEO, PPC, Social, Branding, Advertising

Site speed, navigation, design, content

CRO, design, CTAs, community

Thank you!Watch for the Replay!

twitter.com/streamcompaniesfacebook.com/streamco

email: chris.countey@streamcompaniestwitter: @chriscountey

For more information on Google Analytics for business, please read my blog post:

How Business Owners Use Google Analytics To Gain An Edge & Make Smarter Decisions

Google Analytics 101

Marketing

Transcript of Google Analytics 101