Visionary - Google Analytics
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This document summarizes a lunch and learn presentation about Google Analytics. It introduces Google Analytics and why it is useful for understanding website traffic and performance. It provides an overview of key Google Analytics concepts like properties, views, dimensions, metrics and common metrics. It also summarizes how to navigate the Google Analytics interface and view standard reports on audiences, acquisitions, behavior and conversions. Additionally, it covers setting up conversion goals and custom reports. The presentation aims to provide attendees with foundational knowledge of Google Analytics and how to use it to analyze their website.
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Visionary - Google Analytics
- 1. Lunch & Learn: Google Analytics Bryan Gruhlke, Senior Project Manager bryan@visionary.com
- 2. Why you need Google Analytics Make sure your website is meeting your goals
- 3. Why you need Google Analytics 1. How many people visit my website? 2. How are people finding my website? 3. Do I need a mobile-friendly site? 4. What websites send visitors to my site? 5. Where do my visitors live? 6. Which pages on my website are the most popular? 7. What marketing tactics drive the most traffic to my site? 8. How many visitors have I converted into leads or customers? Have you ever wondered if your website is actually benefitting your company? What questions do you want answered?
- 4. Google Analytics Quick Glossary Common terms you’ll see often
- 5. Quick Glossary - Measurements •Dimensions Characteristics of your users, their sessions, and actions. Browser, Exit Page, Screen Resolution •Metrics Quantitative measurements of users, sessions, and actions. Numerical data. Users, Pageviews, Sessions
- 6. Common metrics • Sessions Number of visits to your site within a defined date range • Users Number of visitors with one or more sessions to your site • Pageviews Total number of pages viewed (repeated views of a single page are counted) • Pages/Session Average number of pages viewed during a session • Bounce Rate Percentage of single-page visits (person left without interacting)
- 7. Navigating Google Analytics The Google analytics report page
- 9. Google Analytics Navigation: Account Controls Account Home See list of Accounts and Properties Admin Settings Create new properties, change user permissions Account/Property/View Selector Switch between accounts and views
- 10. Google Analytics Navigation: Report Navigation All Reports List of all available reports, links to Dashboards, Shortcuts, and Intelligence reports
- 11. Google Analytics Navigation: Data Inclusion Add Segments Choose which segments are included in report Metric Group Selector See data organized into a group (metric) Date Selector Change the date range in the report Primary Dimension Selector Choose the main dimension show in the report Secondary Dimension Selector Add a second dimension to the report Table Filter Search and show only certain results
- 12. Google Analytics Navigation: Graph & Visualization Time Graph Selector Change the time-scale within the graph (hour, day, week, month) Metric Selector Add another metric to the graph Graph Selector Choose the type of graph to display (line, pic chart, motion charts)
- 13. Google Analytics Navigation: Report Customization Saving and Sharing Reports Create shortcuts, add reports to your dashboard, email reports, and export data in available formats Report Customizations Create and manage custom reports Annotations Make notes directly on the report
- 14. Google Analytics Navigation: Help Resources In-Product Help Resources specific to the Google Analytics reports/tools you are currently using User Settings
- 15. How to view Google Analytics data Quick summary of the standard reporting sections
- 16. Audience reports Everything you want to know about your visitors. • Demographics: age, gender • Interests: general interests • Geo: where the come from (location) and what language they speak • Behavior: how often they visit your website • Technology and Mobile: browser, device (desktop, tablet, phone)
- 17. Audience: Geo > Location Find out where your visitors are coming from. • Drill down from country- to city- level geographic locations • Use data table to view location- specific details (bounce rate, pages/session, etc)
- 18. Acquisition reports What drove visitors to your website. • All Traffic: general breakdown of sources • AdWords: connect your paid advertisements for better tracking • Search Engine Optimization: learn more about search traffic • Social: traffic from social networks • Campaigns: track custom sources or advertising campaigns
- 19. Behavior reports Everything you want to know about your content. • Behavior Flow: follow users as they navigate your website • Site Content: top pages on your website • Site Speed: how fast individual pages load and suggestions to make your site faster • Site Search: see what terms are searched for (if applicable) • Events: track custom actions taken on your website (e.g. view a map, click a button)
- 20. Conversions See how many conversions your website has received and how visitors complete your goals. • Must predefine specific goals • Can apply monetary value to individual goals
- 21. Real-Time In-the-moment statistics and tracking. • Check the status of your website right now • Not useful for finding trends, but may help detect issues quickly • Measure success of time-sensitive marketing events
- 22. Intelligence Events Automatic alerts triggered by Google Analytics based off your website’s past statistics and performance. Alerts can be triggered daily, weekly, or monthly. • Large changes in users or sessions • Bounce rate increase or decrease • Significant conversion rate changes
- 23. Shortcuts & emails • Bookmark the tools you use often • Use the email button to have reports emailed on a regular basis
- 24. Account organization: Properties & Views How Google Analytics Organizes Data
- 25. Account > Property > View
- 26. What is a Property? Data repository for a project Does not include any reports, can contain multiple websites or applications
- 27. What is a View? Subset of a Property – way to actually view data collected within a property Every property has one or more views (default view contains all data in the property) Often has filters applied to allow only certain types of data to be shown • Specific website/domain (www.visionary.com, not static.visionary.com) • Mobile vs. Non-mobile • Other segments of traffic (tons of possibilities - visits from a specific country, Bing search results, “About Us” section of the website)
- 28. Defining and creating Conversion Goals Track Common Events that have value to your site
- 29. What are Goals? A Conversion Goal is a defined event (or series of events) that a user performs that has value to the website • Purchased completed • Submitted registration, contact form • Printed a coupon • Viewed a specific page • More! Monetary values can be applied to successful goals (optional) • You may know that a new user equates to an average worth of $50 • Average sales contact form submission results in $1000 sale
- 30. Creating Goals Goals are created through the Admin tools and applied to Views Goals can be one of four types • Destination (thanks.html) • Duration (5 minutes or more) • Pages/Screens per visit (3 pages) • Event (played a video) Destination goals can include funnels • Must view additional pages before viewing the final destination • Great example is a shopping cart – view cart, billing, shipping, and finally, receipt
- 31. Creating Goals
- 32. Creating Goals
- 33. Creating custom reports to meet your needs Let’s Build A Report For Visionary.com
- 34. What do we want in our Custom Report? Requirements for traffic to be included • Visits originating from a search engine (organic/unpaid) • Search keyword must contain the phrase “Des Moines” What statistics (metrics) do we want to see in the report? • Sessions, pageviews • Average visit duration • Bounce rate • Keywords
- 35. Let’s make the Custom Report General Information • Title: Organic Search “Des Moines” Traffic Report Content • Report Tab Name: Basic Stats • Type: Explorer • Metrics Groups: Pageviews, Visits, Bounce Rate, Avg. Visit Duration • Dimension Drilldowns: Keyword Filters • Include Medium, Exact organic • Include Keyword, Regex (des moines)
- 37. Additional resources for Google Analytics Learn More On Your Own
- 38. Additional Google Analytics resources Google Analytics Academy (https://analyticsacademy.withgoogle.com/explorer) • Free courses with short quizzes and exercises, learning community Google Analytics IQ (https://goo.gl/9GMtCy) • IQ (Individual Qualification) is an industry recognized certification (now free) Google Analytics Training & Certification (http://www.google.com/analytics/learn/) • Includes links to sample custom reports and other solutions Google Analytics Help Center (https://support.google.com/analytics/?hl=en#topic=3544906) • Lots of short articles on everything from setup to data imports to reporting
- 39. Lunch & Learn: Google Analytics Bryan Gruhlke, Senior Project Manager bryan@visionary.com
Hinweis der Redaktion
- Ask for any other questions that clients want answered.
- Dimensions – Metrics
- Display Audience Overview report later Note that Sessions were previously called Visits, Users were Visitors
- Standard report layout includes: Left navigation Filters and other options (top bar) Line chart or other visualizations Data table (sortable and filterable)
- Account Home: If you only have one website the “Home” tab won’t be used very often, but with multiple sites you can view quick stats for many sites all at once. Admin Settings: Settings can be applied to separate levels (Account, Property, or View – see later slides). User permissions, custom tracking setup, ecommerce settings, etc. Account/Property/View Selector: Quick access to switch between websites tracked by Google Analytics. Includes a short list of recently views.
- All Reports: We’ll get into more detail on the report types later Note the “Search” field at the top to help users find reports quickly Can be collapsed using the little arrow at the top
- Add Segments: Segments are small subsets of your data and are used to display a certain type of visitor. Google Analytics includes many pre-built segments (e.g. Bounced Sessions, Made a Purchase, Mobile Traffic) Create your own custom segments to meet your specific needs (e.g. Sessions from Des Moines) Metric Group Selector: Many reports contain various metric groups based on actions taken by users Date Selector: By default, the last 30 days are selected, but you can choose any date range you want. Comparisons are also available Primary Dimension Selector: Remember that dimensions are characteristics with multiple values. Secondary Dimension Selector: Optionally add a second dimension to display in the data table. Table Filter: Simple search to filter data displayed in the table Advanced options are available, including Regular Expressions
- Metric Selector: Often the same as the Data Inclusion selector Time Graph Selector: Depending on your date range, may allow you to display data by hour, day, week, or month Graph Selector: Depending on the data shown, various visualizations are available (line graph, pie chart, bubble charts, histograms, etc)
- Report Customizations: Tools for creating custom, saved reports for later use. Saving and Sharing Reports: Tools to help you share or save data and reports for use outside of Google Analytics. Email: Send a PDF copy of the current report to you or someone in your organization (send immediately or schedule for later). Export: Various file types are available, include Excel, CSV, PDF, and others. Annotations: Apply notes to a specific date to help you remember when events occur on the site (start of advertising campaign, new landing page launched, etc).
- User Settings: View notifications and change your own user account settings. In-Product Help: Displays available resources for the specific report or tool that you are currently using.
- Display sample “Audience Overview” report. Hover over a few elements to display how Google Analytics tooltips show more detail. https://analytics.google.com/analytics/web/#report/visitors-overview/a11957810w25661552p44771198/
- Drill into United States > Iowa to show how granular the data can be displayed. The darker the color on the map, the more sessions/users from that geographic region. https://analytics.google.com/analytics/web/#report/visitors-geo/a11957810w25661552p44771198/
- Common and standard channels: Direct: someone typed the URL into their browser or used a bookmark Organic Search: user clicked on a standard, unpaid search result Paid Search: user was shown and clicked on a paid search result (AdWords) Referral: link to your website was shown on another website (not a search engine) Social: link to your website was displayed on a social network (Facebook, Twitter, LinkedIn, Instagram, etc) Email: user clicked a link to your website in an email https://analytics.google.com/analytics/web/#report/trafficsources-overview/a11957810w25661552p44771198/
- Behavior tools are useful for finding out how people are navigation and using your website. Really great for finding pain points during processes Ecommerce checkout process (are customers leaving the process before completing a purchase?) Registration form (is a specific step in your registration process confusing clients?) https://analytics.google.com/analytics/web/#report/content-engagement-flow/a11957810w25661552p44771198/
- Must create goals through Google Analytics “Admin” tab. Perfect for working alongside the processes previously mentioned (ecommerce checkout, registration form, etc). Goals can be one of several types Destination: view a specific page Duration: session lasts at least 5 minutes Pages/Screens per session: session results in at least 3 pageviews Event: custom action taken (e.g. played a video) Smart Goal: automatically finds most engaged visits and creates goals https://analytics.google.com/analytics/web/#report/conversions-goals-overview/a11957810w25661552p44771192/
- Real-Time does not offer all dimensions and metrics (some require more processing) Watch as users enter and leave your website View the geographic region your current users are coming from https://analytics.google.com/analytics/web/#realtime/rt-overview/a11957810w25661552p44771192/
- You may also create your own custom intelligence events You want to watch for specific changes in your data Use these alerts to more quickly find significant changes to how users are viewing your website https://analytics.google.com/analytics/web/#intelligence/overview/a11957810w25661552p44771192/
- Send immediately Send later (or on a regular basis – weekly, monthly)
- Account: Top-level bucket, most clients need just one account. Property: Typically one website or application you wish to track. View: Each property may have multiple views to display data in different formats or with pre-applied filters.
- Properties can never be switched to another account (data will always remain within the original account). Property IDs are based on the Account ID with a number attached.
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