Google Analytics - What are the optional features of Google Analytics and the benefits to enabling those features?

1. Google Analytics
Features & Benefits

2. Overview
• Google Analytics has many built-in features
• Certain features need action to be enabled
• Demographics & Interests
• Webmaster Tools/Search Engine Optimization
• Link to AdWords
• Site Search
• Goals
• Events
• Other features need updating on a regular basis
• URL Builder – campaign tagging
Features

3. Features
• Demographics
• Overview (overview of traffic by age and gender)
• Age (traffic by age ranges)
• Gender (traffic by gender)
• Interests
• Overview (overview of traffic by affinity and other categories)
• Affinity Categories (behavior by affinity categories)
• In-Market Categories (behavior by in-market categories)
• Other Categories (behavior by other interest categories)
Information for these reports is derived from the third-party DoubleClick cookie and device identifiers
Demographics & Interests

4. Features
Demographics & Interests

5. Features
Demographics & Interests

6. Features
Demographics & Interests

7. Features
• Search Engine Optimization Reports
• Queries users typed to reach your site
• Number of impressions of your website's URLs in search results pages
• The number of clicks on your website's URLs from search results pages
• The ratio of clicks to impressions for your website's URLs
• The average position of your website's URLs in search listings
• The pages users landed on when clicking on search results listing your site
Webmaster Tools/Search Engine Optimization

8. Features
Webmaster Tools/Search Engine Optimization

9. Features
• Benefits of Linking AdWords & Analytics
• See ad and site performance data from AdWords in Analytics
o Including Clicks, Impressions, CTR, etc.
• Import Analytics goals/Ecommerce transactions into AdWords as a conversion
• Import valuable Analytics metrics into your AdWords account
o Including Bounce Rate, Avg. Session Duration, and Pages/Session
• Take advantage of enhanced Remarketing capabilities
• Get richer data in the Analytics Multi-Channel Funnels reports
Link to AdWords

10. Features
• Accounts Linked
• Accounts Not Linked
Link to AdWords

11. Features
• Benefits of Site Search
• How many of your traffic uses the search engine on
your site
• The search terms your traffic uses
• How your traffic engaged with your site as a result of
their searches
o For example, whether they refined their searches, viewed
more pages, or exited
Site Search

12. Features
• Goals Measure How Well Your Site Meets Objectives
Goals
Type Description Example
Destination A specific location loads Thank you for registering! web page or app screen
Duration Sessions that lasts a specific amount of time or longer 10 minutes or longer spent on a support site
Pages/Screens per session A user views a specific number of pages or screens 5 pages or screens have been loaded
Event An action defined as an Event is triggered Social recommendation, video play, ad click

13. Features
• Goal Funnels – Where are users dropping off the conversion path?
Goals

14. Features
• User interactions - tracked independently from a web page/screen load
• Examples
• Downloads
• Embedded YouTube video plays
• Mobile click to call
• Outbound links – to other sites, social media, etc.
Events

15. Features
• Measuring Custom Campaigns
• Use URL Builder to track links to your site from social media posts, press release
links, email campaigns, etc.
• Tracking Parameters
o Source*
o Medium*
o Campaign Term
o Campaign Content
o Campaign Name*
*Required Parameters
URL Builder

16. Features
• https://support.google.com/analytics/a
nswer/1033867 (URL Builder)
• Enter your information in the form
• URL Builder provides the correctly
tagged URL
• www.example.com/?utm_source=Janu
ary%20Newsletter&utm_medium=email
&utm_campaign=Winter%20Getaways
URL Builder

17. Features
• Campaign information by source/medium
• What’s missing? Consistency.
URL Builder

18. Features
• Campaign tracking with URL Builder needs a
naming convention
• Source = where: website name, newsletter
• Medium = what: social, email, cpc (paid)
• A good way to keep track of your tag naming
convention is a spreadsheet or a Google document
• Either can be configured to create the URL tagging
like URL Builder
URL Builder

19. Summary
• Enabling all features in Analytics provides opportunity for in-depth analysis
• Use AdWords linking and URL Builder to track all your online campaigns
• Use Site Search to analyze your user
o What are they looking to find on the site?
o What keywords do they use when searching?
• Use goals to measure all objectives of the site
o Are users downloading the new whitepaper?
o How many users fill out the contact form?
o Are mobile users calling you?
• Use Demographics & Interests to learn more about your website users
o How old are they?
o Are males or females more likely to convert?
• Track actions on your site with event tracking
o Use events as goals to track user behavior
Summary