Google Analytics Mini-Workshop

Malgorzata Kot Web & Data Analyst

Lausanne, 18.05.2017

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About me

2008 – 2013: BSc Computer Science, Wroclaw University of Science and Technology

2013 – 2016: MSc IT Management, FOM Stuttgart

2013 – 2015: BI Specialist @ IBM Germany

2015 – 2016: BI Consultant @ Accenture Switzerland

2016 – current: Web & Data Analyst @ JobCloud AG

Privately: YouTuber (former blogger), powerlifter

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What is important for YOU?

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Contents

KPI: what is a KPI, our KPIs and how we report them

REPORTING: what you have to know

CAMPAIGNS: channels and tracking using UTM parameters

PROBLEMS: troubleshooting and possible reasons

GOOGLE ANALYTICS: live presentation

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KPI

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KPI: what is a KPI

KPI (Key Performance Indicator): a measurable value that

demonstrates how effectively a company is achieving key

business objectives

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KPI: JobCloud Strategy

JobCloud Job Ads

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KPI: JobCloud Strategy

JobCloud

Visits

Job Ads

No Money 🙁

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KPI: JobCloud Strategy

JobCloud

Visits

Job Ads

No Money 🙁

Job Views 🤑🤑🤑🤑🤑🤑🤑🤑

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KPI: JobCloud Content

B2C Blog WordPress

JOBCLOUD CONTENT

B2B Blog WordPress

Social Media & CRM FB, Twitter, Newsletter

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KPI: JobCloud Content KPI

▪ Sessions / Users on the Blog

▪ Avg. Page Views per Session

▪ Time on Page

▪ Bounce Rate (not consistent with Google Analytics!)

▪ More coming soon…

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REPORTING

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REPORTING: Report definition

REPORT: Summarised information organised in graphic or tabular form

REPORTING is done on periodic or regular basis

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REPORTING: Benefits

1.Regular goal measurement

2.Supporting data driven decisions

3.Early alarming and trigger for further analysis

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Reporting: Reporting @ JobCloud

✓ On regular basis (weekly - Meetings, monthly -

Management)

✓ Basing on Google Analytics website and extracts

✓ Using templates to track development of KPIs

✓ Deeper analysis done by department specialists and data

analysts

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REPORTING: What you need for a report

1. QUESTION: report question How many people visit our website?

2. MAPPING: answer a question as a number 3 Millions

3. CONTEXT: describe a number 3 Millions per Month

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REPORTING: Components - METRIC

METRIC: quantifiable measure, used to track and assess the status of a specific process, a number (similar to measure)

MORE: CYBER SECURITY METRICS AND MEASURES P. E. Black, K. Scarfone, M. Souppaya in Wiley Handbook of Science and Technology for Homeland Security, 2008 John Wiley & Sons, In

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REPORTING: Components - DIMENSION

DIMENSION: is a collection of reference information about metrics, which support meaningful answers to business questions

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REPORTING: What do you need?

1. At least 1 Metric / Measure 2. At least 1 Dimension*

*there are also reports with 0 dimensions

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REPORTING: Quiz

Sessions Time Campaign Users Time on website Bounce rate

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REPORTING: Quiz

Sessions: Metric Time: Dimension Campaign: Dimension Users: Metric Time on website: Metric Bounce rate: Metric

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REPORTING: Analysis

• By suspicious traffic behaviour or for optimising performance

• Done by department or data analyst • Most often a one-off, but can become regular reporting • Visualised with a report

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CAMPAIGNS

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CAMPAIGNS: Channel measurement

• Google Analytics provides Default Channel Grouping

• It is possible to define custom channels

• UTM can be used for channel definition

• Useful for department reporting and separating

channels

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CAMPAIGNS: JobCloud Content Channels

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CAMPAIGNS : UTM Parameters

• Used to track effectiveness of marketing campaigns

• Easy to create using creator or custom Excel sheet

• Can be used with link shorteners

• UTM Structure should be predefined to find campaigns

easily

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CAMPAIGNS : UTM Structure

• UTM_SOURCE (required) – traffic source

• UTM_MEDIUM – type of link (cpc, mail etc.)

• UTM_CAMPAIGN – campaign name

• UTM_TERM – search term

• UTM_CONTENT – site part which user clicked on (banner, breadcrumb etc.), used to differentiate ads with the same campaign and URL

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CAMPAIGNS : JobCloud UTM example

Paid Facebook campaign promoting article “Welche

Weiterbildung soll ich machen?“ on our Swiss-German B2C Blog:

• UTM_SOURCE: facebook

• UTM_MEDIUM: cpc

• UTM_CAMPAIGN: social_dch_welche-weiterbildung-soll-ich-machen_job-coach

Link: http://www.jobs.ch/de/job-coach/welche-weiterbildung-soll-ich-machen/?utm_source=facebook&utm_medium=cpc&utm_campaign=social_dch_welche-weiterbildung-soll-ich-machen_job-coach Short link: http://goo.gl/XbaFPk

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CAMPAIGNS : System differences

B2C Blog article: Plötzlich arbeitslos – Was tun mit all der Zeit?

470 Links Clicks on Facebook 462 Links Sessions in Google Analytics

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CAMPAIGNS : System differences

B2C Blog article : Was muss ich bei meinem Arbeitszeugnis beachten?

2594 Links Clicks on Facebook 1060 Links Sessions in Google Analytics

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CAMPAIGNS : System differences

• Ad-Block and JavaScript can block Google

Analytics

• Not all systems recognise bots very well

• Sometimes popups are not displayed by browser

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PROBLEMS

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PROBLEMS : Difficulties

• Reporting needs some time to set up

• Choosing reports and KPIs

• Automatising

• How to recognise that something is wrong

• Unusual data behaviour, e.g. peek or drop, too low bounce rate

• Self-referrals in source

• It is good to compare trends with another system

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PROBLEMS : Difficulties

• Common causes

• Doubled code on the website or tracking not adjusted to website

• Google needs up to 48h for data aggregation • Sampling

• Errors in connected systems – no refreshing etc.

• Differences between different systems are normal (!)

• Error in Google Analytics (very rarely but possible)

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PROBLEMS : Best practices

• Tools: Excel, Google Sheets, but also Tableau or other BI System

• Data extraction: Supermetrics (cheap and easy!) or programing scripts

• Automation as the best long term solution

• Extracting can reduce or avoid sampling

• Google Analytics isn’t only tool: SimilarWeb, Facebook Pixel, Hotjar etc.

• Implementing GoogleTag Manager for more advanced tracking

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GOOGLE ANALYTICS: Live Presentation

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Google analytics demo

• Navigation and Sections

• Sessions, Users, New Users, Sessions per User, Page Views, Pages/Session, Avg. Session Duration, Bounce Rate

• Mobile Devices, Geography

• Acquisition - Default Channel Grouping

• Campaigns tracking

• Second Dimension

• Segments

• Goal Setting and Conversions

• Custom reports / dashboards

• Supermetrics export

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Links

• Digital Marketing Nanodegree at Udacity

• Google Analytics at Udemy

• Supermetrics

• Campaign URL Builder (create UTMs)