Google Analytics Workshop - Yanir Calisar

1. MAY 2018
Google Analytics & B2B Marketing
Hands-On Workshop

2. YANIR CALISAR
Marketing Technologist
Marketing StackJourney
Analytics WebsiteEmail/CRM Social/Ads
Programing
{ HTML } { Javascript } { CSS }
{ JAVA } { Python } { Node.js } { SQL}

3. And you?

4. AGENDA
• Intro (10m)
• High-Level Overview (50m)
• Deep Dive (1h)
• Break (15m)
• Hands-On Practice (1h 15m)
• BYODF (30m)

5. OVERVIEW > HISTORY
Then Today

6. OVERVIEW > WHY TO USE GA?
• Campaigns Measurement
• Website Optimization
• Improving the Conversion Funnels
• Audience Exploration

7. OVERVIEW > INTEGRATIONS

8. OVERVIEW > HOW IT WORKS
Desktop, tablet, phone, app Browser JavaScript tracking code
Store data in the databaseGenerate GA ReportsView as GA dashboards

9. OVERVIEW > ENTITIES
Audience / Segment
Groups of users with similar profile or
behavior
User
Website visitor
(New, Returning, Unique)
Hit
Any interaction the user has during the
session
Session
Sequence of activities made by a single
user

10. OVERVIEW > USERS
User
Website visitor
(New, Returning, Unique)

11. OVERVIEW > SESSIONS
Session
Sequence of activities made by a single
user

12. OVERVIEW > THE 4 W’S
Who?
Where?
What?
Wins

13. OVERVIEW > STRUCTURE
User
Session
Hits
Sessions?
Pagesviews?
Avg. Pages per Session?
Avg. Session Duration?
Bounces?
Bounce Rate?

14. OVERVIEW > ACQUISITION
Source > The referrer: (e.g. google, newsletter)
Medium > Marketing medium: (e.g. cpc, banner, email)
Campaign > Product, promo code, or slogan (e.g. spring_sale)
Term > Identify the paid keywords
Content > Use to differentiate ads
https://ga-dev-tools.appspot.com/campaign-url-builder/

15. OVERVIEW > GOALS & CONVERSIONS
When a user performs an action defined as a goal, Analytics records
that as a conversion.
Specific
Pageview(s)
Custom
Event
Purchase
Form
Submission
Offline
Event
Session
Duration
Pageviews
Count
Types of goals?

16. OVERVIEW > GOALS & CONVERSIONS
User
Session
Hits

17. BE READY.. WE’RE DEEP DIVING

18. HANDS-ON > SEGMENTS

19. HANDS-ON > GOALS AND CONVERSIONS

20. HANDS-ON > CUSTOM REPORT

21. HANDS-ON > CUSTOM DASHBOARD

22. Yanir Calisar
+1.415.800.4924
+972.52.397.0116
ycalisar@overstack.io
bit.ly/yanirc
THANK YOU!