The document summarizes a presentation by Jenny Halasz on effectively using Google Analytics. It discusses setting up goals and events, customizing channel groupings and filters, and analyzing metrics like traffic sources, user behavior on site, and exits. It provides tips on customizing default reports, using regular expressions in filters, and creating custom reports. The presentation recommends a pre-built dashboard template for easily accessing key analytics data.

1. @jennyhalasz
#DFWsem
ROCK GOOGLE ANALYTICS
Presented by:
Jenny Halasz
JLH Marketing
(LIKE A PRO)

2. @jennyhalasz
#DFWsem
Jenny Halasz
• In SEO since 2000 – 17 years!
• Speaker at Pubcon, SMX, SES, StateofSearch,
InternetSummit, Conversion Conference…
• Writer for Search Engine Land & Search Engine Journal
• Contributing Author “SEO Now” and “SEO Like I’m 5”

3. @jennyhalasz
#DFWsem

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#DFWsem
Measurement: Goals vs. Events
What do you
want them to
do?
What is
engagement?
How do you
make money?
What went
wrong?
Why did they
stay/leave?
What do they
need?
Goals
Events

5. @jennyhalasz
#DFWsem
Measurement: Channels & Channel
Grouping
Default
Channels
Private
Channel
Grouping
Custom
Channel
Grouping
Modify
Default
Channels
We’ll come back to
this…
Not for the
faint of heart.

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#DFWsem
Measurement: Tagging
Default
Campaign
Medium

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#DFWsem
Measurement: Filters
Filters in reports
Filters in views
Filters at
account level
Use anytime you like
Use with caution
Be afraid, be very
afraid.

8. @jennyhalasz
#DFWsem
Measurement: Filters
Filters in reports
Filters in views
Filters at
account level
Internal IP addresses
Fix stupid errors

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#DFWsem
Measurement: Filters
Filters in reports
Filters in views
Filters at
account level
Exclude known bots
Require hostname
Fake browsers and
Fake network domains

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#DFWsem

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#DFWsem
Measurement: Custom Channel Grouping
Default
Channels
Private
Channel
Grouping
Custom
Channel
Grouping
Modify
Default
Channels

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#DFWsem
Custom Channel Grouping
?
Email
?
Paid
Offline
Direct

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#DFWsem
Custom Channel Grouping: Referral
Affiliate
Affiliate
Affiliate
Affiliate

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#DFWsem

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#DFWsem

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#DFWsem

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#DFWsem

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#DFWsem

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#DFWsem
If Custom Channels Work…
Default
Channels
Private
Channel
Grouping
Custom
Channel
Grouping
Modify
Default
Channels

20. @jennyhalasz
#DFWsem

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#DFWsem
Your Ultimate Weapon
bit.ly/ga-dashboard-JLH
To use:
1. Login to GA
2. Paste in the browser
3. Select the account to apply it to

22. @jennyhalasz
#DFWsem
Metrics: Things
you want to
measure
Dimensions:
Containers
you want to
use
Filters: Things
to include or
not include
Metrics & Dimensions

23. @jennyhalasz
#DFWsem
Metrics:
Things you
want to
measure
Dimensions:
Containers
you want to
use
Filters: Things
to include or
not include
Metrics & Dimensions

24. @jennyhalasz
#DFWsem
How Did
People Get to
Your Site?
What Did They
Do While They
Were There?
How and Why
Did They
Leave?
WHERE TO START?

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#DFWsem
How Did People
Get Here?

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#DFWsem
What Did They
Do?

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#DFWsem
Why Did They
Leave?

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#DFWsem
Edit the Title, instead
of “Pages/Session”
Choose a Layout
Even Customize Your
URL!
Add Filters

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#DFWsem

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#DFWsem
CHANGING DISPLAY OPTIONS
Choose different
Dimensions or Metrics
Change
row
display

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#DFWsem
USING FILTERS - SIMPLE
“Only
show” or
“Don’t
show”
Selection
criteria

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#DFWsem
USING FILTERS - REGEX
Selection
criteria
 Use | to separate items – creates “OR”
 Use .* as a wildcard
 .*/category means match anything before /category
 category/.* means match anything that comes after category
 Test your expressions on the actual report
http://bit.ly/regex-for-marketers

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#DFWsem
CUSTOM REPORTS

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#DFWsem
Segments – Mobile/Desktop

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#DFWsem

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#DFWsem
Google Analytics Update
December 22, 2016
Data studio access added to reports
Available globally (21 countries)

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#DFWsem
Google Analytics Update
December 22, 2016
Templates now available

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#DFWsem
Google Analytics Update
December 22, 2016
Added DoubleClick Campaign Manager as Source

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#DFWsem
Google Analytics Update
December 22, 2016
And finally… Property Moving!

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#DFWsem
Google Analytics Update
December 22, 2016
And finally… Property Moving!

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#DFWsem

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#DFWsem
That useful link again:
bit.ly/ga-dashboard-JLH

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#DFWsem
Jenny Halasz
@jennyhalasz
jlh-marketing.com
Download this deck: http://bit.ly/ga-rockstar
Thank You!