Aiden and Jill did a funky webinar for SEMrush on Thursday 5th July 9am PT / 5pm BST. We talked about stuff like…… -How your Google Analytics account is structured – and what Account, Properties and Views actually mean -How to create View and Properties – tinkering with settings along the way -What the difference between predefined filters (system) and custom filters (you) is – along with use case examples, and a guided walk through of common filters that you can create on your account right now, to keep your data clean and correct Check out our templates here https://thecoloringindepartment.com/resources/ -You’ll discover which toggles and settings that you need to care about, and what impact they have on your data ‍ -You’ll get a free template that you can use, right now, and forever ✍ We love to share a template (or two) so these are the once that were talked about in the webinar.

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Google Analytics Part 1
Account Setup,
Is your House in Order?
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WHO ARE WE:
JILL QUICK
AIDEN CARROLL
@ColoringIn
jill@thecoloringindepartment.com
thecoloringindepartment.com
aiden@thecoloringindepartment.com

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Just to Make
One Thing
CLEAR

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“WITHOUT DATA, YOU’RE
JUST ANOTHER PERSON
WITH AN OPINION”
-W.Edwards Deming
Data Scientist

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TREND IS GOING
UP!
TREND IS GOING
DOWN!
LOOK AT YOUR
FAVOURITE
REPORT…

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Admin Audit
Crap in, Crap Out
Account Set Up
1. Account
2. Property
3. Views
= House/Roof
= Floor
= Windows
Event Tracking
1. Category
2. Action
3. Label
= Video
= Play
= Name Tag
Goals
1. Micro e.g Newsletter
Signup
2. Macro e.g Bought
Something
Tracking
1. Source (where) e.g
Twitter
2. Medium (bucket) e.g
social
3. Name e.g Black Friday
! USER DEFINED !
Reporting
1. Visualize the data
2. Segments
3. Secondary Dimensions
4. Compare to site average
5. Data Studio
Segment Data Studio
+
Admin Audit will be
foundation to your
measurement plan
State of play
Set up, toggles on? Settings
correct? Etc, etc
Is your account structure set
up correctly?
Do you need cross domain
tracking?
Do you have the
recommended 3 views (test,
raw, reporting)
Do you have filters?
Are they correct and in the
right order?
Do you have it set up ?
Is it correct?
Are you missing anything?
If nothing, do an audit, look
at the funnel
Make sure you correctly label
Tip: highlight events that
are going to be goals on
your site eg watched video/
submitted form
Do you have any goals set
up ?
Are you using all 20 available
to each view?
Do you have macro and
micro goals?
Should they have a monetary
value attached?
Have you set up funnels
where necessary?
Are you tracking correctly?
Do you have marketing
bucket (medium)?
Paid Social going into Paid
Search
Lots of “Direct” that is in fact,
your Email
Mixing up sources and
mediums?
What questions do you want to
answer?
How is our email marketing
doing?
Who are my best customers?
What is our best blog post? Etc
Who is getting the report?
What is the best way to show
the data?
Wireframe reports, then build
in Data Studio
ONLY WHEN YOU KNOW
YOUR DATA IS CLEAN AND
VALID!
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KEY TASKS
QUESTIONS
TO ASK &
INVESTIGATE
TIMELINE

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HOW DOES IT WORK?

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Sooo… How does Google
Analytics work?

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Crap in - Crap outCrap in - Crap out

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Bit of code at the end of the day
Google Analytics is a web
analytics software and service
that tracks the behaviour of your
website visitors as well as the
performance of your website
through a piece of code installed
on your website pages.

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How does it work?
Collection Configuration Processing Reporting

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How does it work?
Collection Configuration Processing Reporting
Filters

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How does it work?
Collection Configuration Processing Reporting
Filters
Filter Tips:
Exclude traffic from IP addresses (e.g. from employees)
Include only mobile visitors
Include only traffic from a certain source (e.g. Facebook)
Include only traffic to specific subdirectory (e.g. blog)

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Google Analytics data model
Interaction
(Hit)
Hit!Hit!Hit!
Hit!Hit!
Session
(Visit)
User
(Visitor)

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4 main reporting areas
1. Audience: ‘Who is going to your site?’
2. Acquisition: ‘How are they getting there?’
3. Behaviour: ‘What do they do when they get there?’
4. Conversions: answer the questions about goals and e-commerce

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THE HOUSE MODEL

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Think of your account level settings as the
roof to your house. It is where you will group
your websites and apps. They will live ‘under
your roof’. Anything you do at Account level
affects the whole house. You will be assigned
an account number eg UA - 12345
Account Level aka
‘The Roof’

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Think of your property level as the floor in your house. Your
floor can be your website or your app. At property level, you
will get given your tracking ID which is linked to the roof
(your account) eg UA-12345-1. You will add that tracking
code to your website or app and Google Analytics will start
to independently collect data to that floor. Anything you do
at Property level affects your View (windows).
Property Level aka
‘The Floor’

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Think of your View level as the windows to
your floor. By default you get 1 window for
your floor. At view level, you can determine
the specific data you want to see for your
property, aka floor. So you are looking through
the window to see what your website or app
visitors are doing on your floor.
View Level aka
‘Windows’

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You determine what you see when you
look through the windows by applying
filters to the view. Think of filters as
dressing your windows with drapes and
blinds which change how you see the data
from your floor.
Filter Level aka
‘Drapes & Blinds”

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Typical
Houses
Basic Site
www.coloringindepartment.com
If you have a website on 1 domain you would
have an account, property and 3 views.
So 1 roof UA 12345, 1 floor UA 12345-1, and 3
windows (test, raw, reporting)
UA 12345
UA 12345-1

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Typical
Houses
Company with Multiple Brands
www.coloringindepartment.com
www.coloringincon.com
www.coloringinapp.com
If you have a company and you own several
businesses that all have their own unique
domains, visitors to one website are tracked
separately to another.
UA-12345-1
UA-12345-2
UA-12345-3
UA 12345
UA 12345-1
UA 12345-2
UA 12345-3

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Typical
Houses
UA 12345
www.coloringindepartment.com
shop.coloringindepartment.com
account.coloringindepartment.com
UA 12345-1
Multi Domain Website
www.coloringindepartment.com
shop.coloringindepartment.com
account.coloringindepartment.com
If you have a company and you have several domains for
the same user journey, then you need to use cross domain
tracking. So, instead of having several floors where you
wouldn’t see the customer journey or be able to create
goals etc, you use the tracking code for 1 property across
all websites. That way Google Analytics is thinking that all
domains are the same, from a tracking perspective.
UA-12345-1 ON ALL DOMAINS

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The Windows
Google Recommends that you have 3 Views per Property, so you need 3 windows per floor.
Raw View aka
‘Your Back Up’
When you look through this window, you are going
to see EVERYTHING! All the mess, spam, real traffic,
everything. It’s like a back up of all your data or your
website or app.

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Test View aka
‘Don’t Break It’
This is where you test your View settings. So think
about your filters, aka drapes and blinds, your
goals, aka are you in a job. If you make a mistake,
it’s fine, it’s in your test view.
The Windows

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Reporting View aka
‘Show Your Work’
This is the View you use to base your decisions
on. The settings have been tested, so you have
nice clean data to use to pull insights, build
reports, and show your work.
The Windows

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FILTERS
FILTERS

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Think of filters as drapes and blinds

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GA has 2 types of filters
Would you like a
pre defined or
custom filter ?

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Filters: Pre Defined
Small but powerful filters that
GA has made available to
reduce your effort in filter
creation

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How the source is
to be identified
Filters predefined
Include or Exclude
Source

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Example pre defined: Remove staff
NO STAFF!

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Custom Filters
Power UP

35. Filters predefined
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Challenging but
more advanced
control on data
More flexibility and range in
parameters
Expands past
Include or Exclude

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Here are some
examples of
custom filters
-REMOVE QUERYSTRING
-ONLY INCLUDECERTAIN
HOSTNAMES
-ADD A TRAILINGSLASH TO URLS
-SPAM FILTERS

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• You need at least 7 days worth of data
• Due to privacy policy you can not verify geo based metrics e.g. country/ IP address
• Verify data will show numbers before and after
Testing filters

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Filters are applied in the order that you assign
them
One filters output is the next filters input
All filters should have a clear strategic
grounding-
why are you doing it in the 1st place.
Recap: filters

39. TINKERING WITH
YOUR SETTINGS
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Who has access
Didn’t they
leave the
company?

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Manage users: You need to
decide if you want people to
have permission to add or
delete others, or amend their
other users access levels. Edit: Perform
administrative and report
related functions and see
report data.
User access

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Collaborate: Individuals with
this level of access can
create personal assets and
share them. Read and analyse: Access
the account and see reports
and configuration data. They
can manipulate data within
the reports.
User access

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Property settings

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Tracking Info>
Data Retention

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Tracking Info>
Session Settings

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Google Likes a Google Party
Link up ALL your
Google related
products

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View Settings

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Site search

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Site search

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Content grouping

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WHAT?!…how can
I tell what people
are looking at
…my life is ruined!

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How to set up content grouping

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How to set up content grouping

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How to set up content grouping

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How to set up content grouping

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Use annotations
I forgot what
we did?

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Annotations

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Annotations

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Annotations

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Wanna hear the specials?
What is next?
How Google Analytics actually defines your marketing channels, and how you can make
mistakes with the channel definitions
How UTM tracking codes work, and common mistakes
What you can do to fix your tracking problems (hurrah!)
How to tinker with your settings and anything outside of Google’s default setup. (Spoiler,
you need to do this, especially if you are doing paid social)
Who gets the credit for your marketing? What is attribution and how to use it in Google
Analytics
You’ll get a free template that you can use, right now, and forever
Google Analytics Part 2
How To Track Traffic, Like A Champ?

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Have a template and slides
Bit.ly/SEMrush-GA-1
See you in the next episode!
http://bit.ly/2zaXMsr