Google analytics for business - Basics of Tracking

Google Analytics For
Business
How it works and what you should track

Google Analytics
• Google Analytics is an open source monitoring and reporting tool
that allows us to see what users are doing on the site, how the site is
performing and whether we are meeting our set Key Performance
Indicators

Collects visitor
data
Processes it into
meaningful
information
Provides Data
visualisation for
ease of
interpretation
www.mediarocket.co.za
How does Analytics work

Collects visitor
data
Processes it into
meaningful
information
Provides Data
visualisation for
ease of
interpretation
Google Analytics can be used to collect data from:
• Websites
• Mobile apps
• DigitallyConnected POS systems
• Ecommerce performance

Collects visitor
data
Processes it into
meaningful
information
Provides Data
visualisation for
ease of
interpretation
Transforming the Raw Data into something useful

Collects visitor
data
Processes it into
meaningful
information
Provides Data
visualisation for
ease of
interpretation
Interface where data is visualised for ease of use
Without reporting the data is basically valueless as it cannot be understood by the people who need
to make decisions

The true value of
Google Analytics (as
with many reporting
and intelligence
systems) is the ability
to turn raw data into
useful reports in a
visual dashboard.
The real value

Why every business should have
Analytics

• How many people visit my website?
• Where do my visitors live?
• Should I be updating my site for more devices?
• Where is my site traffic coming from?
• Which marketing activities drive the most traffic to my site?
• Which pages are most popular?
• How many visitors have turned into leads?
• Where on my site are people converting best?
Every business should be asking questions of
their site.

What can youTrack In Analytics

Audience Acquisition
Behaviour Conversions
4 Base sections

TheAudience Report
Location
Demographics
Interests
NewVs Returning
Frequency and Recency
Engagement
Technology
Mobile reports

Sessions
How many
visits has my
site had?
Users
How many
users has my
site had?
New vs
Returning
Pageviews
How many
pages do my
visitors go to?
Confirm this
in
pages/session
Avg. Session
Duration
How long are
my users on
my site?
Is my content
therefore
engaging
Bounce
Rate
Are users
willing to go
deeper into
the site
Lower is
better
Key Metrics

Acquisition reports
Traffic Sources (Facebook)
Traffic Mediums (Organic vs. Paid)
Referral Sources
Campaigns
AdWords
Social

Channels
What channels are
giving me the best
return?
Compare audience
metrics like
Sessions and
Pageviews
Source
Look deeper into
traffic sources.
Google vs
Facebook vs
Twitter
Social
Specifically
interagate your
social data
Which social
channels give me
the best
performance
Paid/AdWords
Review
performance from
AdWords inside
analytics
Expand the metrics
against which you
can review
performance
Key Metrics

Behaviour Report
Site Content
Site Speed
Site Search
Events
Adsense
Experiments
In-Page Analytics
Behaviour Flow

Pages
Which pages are
getting the best
reach and
engagement?
Are these my
required
outcomes pages?
Content
Drilldown
Where did users
who entered the
site go next?
Which pages
result in further
travel into the
site?
Landing
Pages
On which pages
are users most
often entering
the site?
Which channels
are users coming
from?
Events
Are users
completing
certain actions?
How well are
certain actions
performing
Key Metrics

Goals and
Conversions
Set goals to track performance:
Page views
Form submissions
Video views
Shares of content
Etc.
Custom events and GoogleTag Manager
Ecommerce Tracking
Attribution Modeling

Goals
Have I defined which
pages and actions
represent my outcomes?
How well are these goals
doing?
What can we do better?
Attribution
Are users converting at
the first interaction or
the last?
Compare different
attribution models to
review affect on
performance against
objectives.
Multi-Channel
Funnels
Channels don’t work
alone in conversion.
View the funnel a user
took to the point of
conversion.
Ecommerce
Track product
performance, Sales,
Transactions
View channel
performance by products
and time to purchase
Key Metrics

How do I create a tracking plan?
Well what is important to your business?

• Focus on your business objectives
• Measure interactions and transactions
• Attribute value across channels
• Prove the impact of marketing spend online
MeasureWhat Matters Most

REACH
ACT CONVERT
ENGAGE
BREAK IT DOWN –THE R.A.C.E
FRAMWORK
The cornerstone of using a tracking system is knowing what
you are tracking against.This means you should have some
strategic framework or process in place.
Your strategy should define the actions you take and the
required return types at each point (KPIs).
Here we will reference the RACE framework. A simple,
lightweight framework for Digital Marketing against which
you can plot useful metrics

REACH
Where do people
come from?
Acquisition
Channels
Sources
Location
How many
people did we
reach?
Audience
Sessions
Users
REACH: How am I getting people to my site?

EXAMPLE: Objective – Define the best
channel based on volume
PerformanceSourceChannel
Social
Facebook
100 Users
350
Sessions
Twitter
120 Users
600
Sessions
3.5:1
Sessions/User
5:1
Sessions/User

EXAMPLE: Objective – Focus on getting
users from Sandton to the site
PerformanceLocationsMetric
Location
Pretoria
50 Users
55 Sessions
CapeTown
90 Users
120
Sessions
Sandton
20 Users
150
Sessions
1.1:1 Sessions/User
1.33:1 Sessions/User
7.5:1 Sessions/User
Takeout's
- Most of my activities online
are reaching people in Cape
Town
- Pretoria has the second
highest user base but the
lowest Sessions per user
suggesting lower relevancy
- Sandton has the lowest reach
but the highest Sessions per
user
Summary:The site is relevant to
People in Sandton but my
marketing activities are not
targeted accurately

ACT: How can users interact with my site?
What actions did
they actually
take?
Content
Downloads
Event
Comment on
blogs
Event
Measure
outbound clicks
Event
Social Shares Event

What is an Event?
An event can represent a
valuable action on your site
that is not specifically a
conversion but still reflects an
interaction that a user chose to
engage with.
The more of these you track,
the more you can learn about
your users and what is valuable
to them on your site.
Events are specifically created
tags and triggers that usually
need to be defined in a code
snippet or GoogleTag Manager

What does my
business need?
How do I
measure this
online?
Goals
Attribution
Multi-Channel
Funnels
Ecommerce
CONVERT:What do I want from users?

GoalAction
Business
Objective
Sell more widgets
Request a quote
Successful Quote
form submission
Contact a sales
Representative
Successful
contact form
Submission
What could a goal be?
What is the value?
Well I know my site generated
at least 45 leads
X 30 in a month
X 15 in a month

GoalAction
Business
Objective
Sell more widgets
Request a quote
Successful Quote
form submission
Contact a sales
Representative
Successful
contact form
Submission
What could a goal be?
X 30 in a month
X 15 in a month
Insight
Now I can infer that my
users prefer to interact with
my business online. They
are more interested in
submitting a digital quote
than requesting contact
from a sales person

Goals
URLs
Funnel Visualisation
Goal Flow
Attribution
Conversion Attribution
on interaction
Ecommerce
Product Performance
Sales performance
Transactions
Time to sale
Multi-Channel
Attribution
Path Length – Steps to
convert
Assisted conversions –
What channels led up to
a conversion
Top conversion Paths
Time Lag – Time
between first interaction
and conversion
Conversions Summary

ENGAGEMENT
How can I tell if
people are engaged
by my site
Time spent on site
Bounce Rate
Pages/session
How do I know which
pages create the best
engagement
Views of a page
Time on page
Events per page
ENGAGEMENT: How much do people enjoy
my site content?

EXAMPLE: Facebook vsTwitter user
engagement
Social
Facebook
3min+ time on
site
3 pages/session
Twitter
82% Bounce
Rate
1.5
pages/sesopm
High time on site and good pages per
session tells us the users are engaged
from Facebook
A high bounce rate and a low pages
per session tells us that the users
fromTwitter are not engaged with
the site

EXAMPLE: Page comparison
Users
PageA
4min+ time
on page
45% Bounce
Rate
Page B
2 Minutes on
page
78% bounce
rate
High time on page and a low bounce
rate on page tells us this page’s
content is valuable to a user
Low time on page and a high bounce
rate tells us that this page needs
work

• Bounce rate can sometimes be a bit of a problem as a key metric.
• It measures a user who visits the site, views a page and leaves
without navigating further.
• The problem is that, in that single visit, the user may have achieved
exactly what they needed to from your site and then left.
• In this case, is the high bounce rate really a problem?
A note on bounce rate

Practical Data
Data should help you learn. It needs to be
collected and analysed to draw insights in an
effort to increase the effectiveness of any
business activity.
Every site process has a practical data
application that can be tracked, monitored
and analysed for insight.
Having a great tracking plan up front should
be an imperative for your business

Google analytics for business - Basics of Tracking

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