4. STEVEN PARKER
• WORKING IN DIGITAL FOR 10+ YEARS
• SPECIALISED IN SEARCH AND ANALYTICS FOR 8
• CHARTERED INSTITUTE OF MARKETING TUTOR
• LECTURER FOR DIGITAL MARKETING INSTITUTE
• @StevenParkerSEO or @DigitalAllies
8. RUNNING ORDER
What is analytics anyway?
What is a measurement plan and why should you bother?
What is attribution modelling and why you should care?
An introduction to Google Analytics suite of products
Google Tag Manager
Google Data Studio
23. WHY USE ANALYTICS?
• To understand what IS working
• More importantly, to identify what IS NOT working
• To improve what is not working
• To justify and encourage investment
• To calculate value
24. Analytics creates the ‘narrative’ behind your
data, giving you valuable insights to enhance
WHY USE ANALYTICS?
25. • Who are your users?
• How do web visitors behave compared to purchasers?
• What brought them to the site?
• Where do they live?
• How does this compare year on year?
• What impact did the investment into our digital
marketing strategy have?
• Why have sales dropped off?
WHAT CAN IT TELL YOU?
30. HOW DOES IT WORK?
code fires a hit to
User chooses most
destination based on
intent and navigates
to a page or site
User expresses intent
to perform a search or
visit a particular
Data is shown in
Google Analytics in
31. WHAT IS A HIT?
A hit is defined as:
Pageview Event Social Interacton Ecommerce
32. 500 hits per session
200,000 hits per user per day
10,000,000 hits per property per month
20 hit throttle limit
35. Cookies are usually small text files, given ID tags that are
stored on your computer's browser directory or program data
Cookies are created when you use your browser to visit a
within the site, help you resume where you left off,
remember your registered login, theme selection, preferences,
and other customization functions.
37. Unless you can’t due to development restrictions, always use
analytics.js or Google Tag Manager.
This ensures you get all the latest capabilities and functionality
Google Analytics offers.
Plus, Google Tag Manager is an awesome way to expand on
what/how you track your data!
WHICH SHOULD YOU USE?
39. • Landing Page – The page which a user enters the site.
• Page Views – The number of pages viewed within one session.
• Bounce Rate – The rate which users leave the landing page
without navigating to another page.
• Exit Page – The page from which a user leaves the site.
• Conversion – A desired course of action such as transaction or
• Goal – Measuring a specific action which is set by the
61. MEASUREMENT PLAN
In a nutshell, a measurement plan is a document
that translates your top-line business objectives into
metrics and dimensions you can measure on your
website. It provides a framework not only for a
customised configuration of your web analytics, but
also forms a vital part of your wider digital
62. MEASUREMENT PLAN
What are the business/campaign objectives?
Which channels are you going to utilise to achieve this?
What will determine success?
What are the key dimensions and metrics to track?
63. MEASUREMENT PLAN
OBJECTIVE – Increased Brand Awareness
CHANNELS – SEO, PPC and Social Media
KPI’s – Gain new customers and increase visibility
METRICS - % new v returning visitors
Organic Impressions in Google Search Console
Increased referral traffic
Increased Social traffic
Increase social media impressions
126. WHAT IS TAG MANAGER
GTM = Google Tag Manager
Google Tag Manager is exactly that – a tag
It allows ‘non techies’ to add what would traditionally
be snippets of code on a website, as well as handle
many third party integrations in one place.
129. WHY IS IT USEFUL?
• Reduced reliance on developers
• Reduced page load times
• A way to quickly implement new tracking
• It can be used to track the previously untrackable
• Lots of easy to use third party integrations
• Nice clean UI, no need to look at or edit code for simple
• Simple User, Workspace & Version control
• Its Free!