A beginners guide to Google Analytics web tracking - includes an overview of the dashboard and various views, plus some additional resources

1. Google Analytics 101
Getting Started with Google Analytics

2. Agenda
What is Google Analytics?
Getting Started
Dashboard Overview
Audience Data
Acquisition Data
Behavior Data/Flow
Conversion Data
Customization
Reporting
Resources Q&A

3. What is Google Analytics?

4. Google Analytics allows you to understand your customers at a deeper level by analyzing your data in one
place.
What is Google Analytics?
Better Customer Experience
Understand how your site/app
users are engaging with your
content to know what’s working
and what’s not
Better Results
Discover insights from your
data to drive conversions
Better Connected
Interacts with other Google
Products such as Google Ads to
help you reach the right
customer/audience

5. Getting Started

6. Getting Started
Sign up Create a GA Tag Share Access

7. GA will walk you through a step-
by-step guide on obtaining a tag
for your website.
Provide tag and instructions to
Web Dev team to implement
Creating Global Tracking Tag

8. User Management
User access can be managed at the Account, Property or View
Level.
► Account level – provides the user access to all properties and
views in the account.
► Property level – provides the user with access to the
individual website specified.
► View level – only access to the view provided, such as a
filtered view, etc.

9. User Access
User access can be managed at the Account, Property or View
Level.
► Account level – provides the user access to all properties and
views in the account.
► Property level – provides the user with access to the
individual website specified.
► View level – only access to the view provided, such as a
filtered view, etc.
Additionally, you will need to set permission access.

10. Dashboard Overview

11. Dashboard Overview - Navigation
Dashboard Views

12. Dashboard Overview - Navigation
Date Range and Compare

13. Dashboard Overview - Navigation
Segmented Views

14. Dashboard

15. Dimensions & Metrics
Describes attributes/characteristics of your users,
their sessions and actions.
Examples:
◦ City
◦ Gender
◦ Browser
◦ Device
◦ Age
◦ Etc.
In most reports, you will be able to change the
primary dimension and also add a secondary
dimension.
Metrics are quantitative measurements, used to
measure the characteristics of a dimension.
Examples:
◦ Sessions
◦ % New Sessions
◦ New/Returning Users
◦ Bounce Rate
◦ Pages/Session
◦ Avg. Session duration
◦ Goal completion
◦ Etc.
Dimensions Metrics

16. Audience Data

17. Audience View - Overview
Demographics (Age & Gender) * Interests * Geography (Language & Location) * Behavior * Technology (Browser & Network) * Mobile * Cross-Device * Custom

18. Audience View - Demographics

19. Audience View - Interests

20. Segment your data
Identify your target audience
What Can Audience Data?
Portal Traffic Demographic Breakdown
skews Males ages 35-44
McLaren visitors skew older. Nearly 90% are
male and fall within the age range of 55-64

21. Audience View - Geography

22. Acquisition Data

23. Acquisition - Overview

24. Acquisition– Google Ads

25. Acquisition – Social

26. UTM
https://ga-dev-tools.appspot.com/campaign-url-builder/

27. Behavior Data

28. Behavior View - Overview

29. Behavior View – Behavior Flow

30. Conversion Data

31. Conversions

32. Customization

33. Customizing Your Dashboard

34. Customizing Alerts

35. Reporting

36. Customizing Reports

37. Building Audience Segments
Remarketing lists within Google Ads
Link Accounts

38. Data Studio - Visualization

39. Resources

40. Additional Google Analytics Resources
https://analytics.google.com/analytics/academy/
Google Analytics for
Beginners
Learn the basic features of
Google Analytics including
how to create an account,
implement tracking code,
analyze basic reports, and
setup goals and campaign
tracking.
Advanced Google
Analytics
Learn about advanced
Google Analytics features
including data collection,
processing and
configuration, and more
complex analysis and
marketing tools.
Google Analytics for
Power Users
After you’re familiar with
the range of features
Analytics offers, learn and
practice actionable analyses
to track business
performance and identify
areas for business
improvement.
Getting Started with
Google Analytics 360
Learn about power Google
Analytics 360 features that
are not available in the
standard product, and gain
insight into how you can
benefit from integrations
with BigQuery, Google
Marketing Platform
products, and Google Ad
Manager.
Google Tag Manager
Fundamentals
Discover how Google Tag
Manager can simplify the
tag implementation and
management process for
marketers, analysts, and
developers.

41. Thank you!
Cecilie Burleson
LinkedIn:
https://www.linkedin.com/in/cecilieburleson/