1. Reports in Google Analytics
New Media and Technology

2. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Agenda
Google Analytics Overview
Introduction to Reports in Google Analytics
Understanding the Report Layout
Digging Into Reports
Comparing two Metrics
Audience Reports Demystified
Traffic Sources Report Demystified
Reports
Exercises
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3. Google Analytics Overview
New Media and Technology
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4. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Features
Advertising and
Campaign Performance
• Advertising Reports
• Campaign
Measurement
• Cost Data Import
• Mobile Ads
Measurement
• Remarketing
• Search Engine
Optimization
Analysis and Testing
• Advanced Segments
• Annotations
• Content Experiments
• Custom Reports
• Dashboards
• Real-Time Reporting
Audience Characteristics
and Behavior
• Audience Data &
Reporting
• Browser / OS
• Custom Dimensions
• Flow Visualization
• Map Overlay
• Mobile Traffic
• Social Reports
• Traffic Sources
Cross-Device and Cross-
Platform Measurement
• Universal Analytics
Data Collection and
Management
• API
• Filters
• User Permissions
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Just for Mobile Apps
• App Profiles
• App-Specific Metrics
and Dimensions
• Crash and Exception
Reporting
• Google Play
Integration
• iOS and Android
SDKs
Product Integrations
• Adsense
• AdWords
• Google Display
Network
• Google Tag Manager
• Google+
• Wildfire
Sales and Conversions
• Attribution Model
Comparison Tool
• Data-Driven
Attribution
• Ecommerce
Reporting
• Goal Flow
• Goals
• Multi-Channel
Funnels
Site and App
Performance
• Alerts and Intelligence
Events
• Event Tracking
• In-Page Analytics
• Site Search
• Site-Speed Analysis

5. Introduction to Reports in Google
Analytics
New Media and Technology
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6. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Metrics and Dimensions in Google Analytics (1/2)
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7. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Metrics and Dimensions in Google Analytics (2/2)
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• User
• Session
• Traffic Sources
• Adwords
• Goal Conversions
• Platform or Device
• Geo Network
• System
• Social Activities
• Page Tracking
• Internal Search
• Site Speed
• App Tracking
• Event Tracking
• Ecommerce
• Social Interactions
• User Timings
• Exceptions
• Content Experiments
• Custom Variables or
Columns
• Time
• Audience
• Adsense

8. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Overview of Report Structure
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9. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Understanding the Dashboard
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10. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Customizing the Dashboard
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11. Understanding the Report Layout
New Media and Technology
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12. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Exporting Your Data from Google Analytics
Download data in CSV /
Excel format, etc.
Email report (one-time or
scheduled)
API
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13. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Exporting Google Analytics Reports
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14. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Scheduling Reports in Google Analytics
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15. Digging Into Reports
New Media and Technology
Seite 15

16. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Playing with Active Date Range
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17. Comparing Two Metrics
New Media and Technology
Seite 17

18. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Secondary Metrics
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19. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Secondary Dimensions
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20. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Visualization Controls
Data
Percentage
Performance
Comparison
Pivot
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21. Audience Reports Demystified
New Media and Technology
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22. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Audience Overview Report
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23. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Location Report
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24. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Exploring the New vs. Returning Report
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25. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Exploring the Technology Reports
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26. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Exploring the Mobile Reports
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27. Traffic Sources Report Demystified
New Media and Technology
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28. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Introduction to the Traffic Sources Report
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Exploring the Search Report
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30. Reports
New Media and Technology
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31. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Exploring the Social Reports
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32. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Content Reports
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33. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Exploring the Pages Report with Advanced In-line filters
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Exploring the Landing Pages Report
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35. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Exploring the Top Exit Pages Report
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36. Exercises
New Media and Technology
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37. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Exercises
1. Number of visits on March 1
2. Number of new visitors on March 1
3. Did anyone visit via an iPad on March 1?
4. The smallest screen resolution on March 1?
5. Most unexpected search string from March 1
6. % new visitors on April 2
7. What day has had the longest average time on site (this year)?
8. The most popular piece of content?
9. The bounce rate for all visitors is increasing / decreasing / holding steady?
10.Search engine traffic is increasing / decreasing / holding steady?
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38. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Team Exercise
Step 1: Team Formation and Planning
• Find your team!
• Identify 2‐3 key metrics to assess the health of this website!
• Identify at least 1 recommendation as a future action!
Step 2: Measurement and goal setting
• Use Google Analytics to document trends in your metrics – be specific!
• Articulate your recommendations in terms of impact on key metrics.
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39. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
References
• http://www.webucator.com/marketing-sales-training/course/google-analytics-training.cfm
• https://developers.google.com/analytics/devguides/reporting/core/dimsmets#mode=web
• http://www.google.com/analytics/features/
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