1.
Getting Started
with Google Analytics
...and How Not to Get Lost!
June 25, 2015
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2.
About Me
• Building professional websites for
10 years
• Developing Google Analytics
reports for 5 years
• Very understanding wife, 3 crazy
children
• Lover of video games, Cubs, Colts,
and CrossFit
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3.
Don’t be shy!
• Ask questions: @bkcoppernoll
• Let’s keep the conversation going:
#andersondigital
• Follow: @AND_DM_Circle
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4.
Why You’re Here
•What is Web Analytics?
•ABC’s of Google Analytics
•Five Reports to Know
•Digital Measurement Plan
•Resources photo credit: Memegen.com
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5.
“…the analysis of qualitative and quantitative data from your
business and the competition to drive a continual improvement
of the online experience that your customers and potential
customers have which translates to your desired outcomes.”
- Google Analytics Academy
What is Web Analytics?
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6.
What is Web Analytics?
In other words:
Web analytics is the study of on- and
off-site behavior in order to improve user
experience and reach your business goals.
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7.
Metrics and Dimensions
•Dimensions: describes characteristics of
users and their sessions
•Metrics: Quantitative measurements of
users, sessions, and actions (numbers)
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8.
ABC’s of Google Analytics
•A for Acquisition – how are people finding
your site?
•Key Metrics: visits, % of new visits, unique
visitors
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9.
Acquisition – Ask Yourself:
Where is the majority
of traffic coming
from?
Are search engines
sending me traffic?
What are the
keywords
people are using?
Are my visitors new
or repeat visitors?
Are my social media
efforts getting me
traffic?
Are my marketing
campaigns sending
me traffic?
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10.
ABC’s of Google Analytics
•B for Behavior – how are people using your
site?
•Key Metrics: bounce rate, pages per visit,
average visit duration, events
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11.
Behavior – Ask Yourself:
What are the
top landing
pages on my
site?
What is the most popular
content on my site?
What pages are highly
popular but have
high bounce rates?
Is this how I want
users to use my site?
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12.
ABC’s of Google Analytics
•C for Conversions – how is your site
fulfilling your marketing objectives?
•Key Metrics: goals, conversion rate,
e-commerce metrics, goal value
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13.
Conversions – Ask Yourself:
Which acquisition
channels are providing
the highest ROI or
value?
Is this
channel/campaign/
keyword sending
me high quality
traffic?
How can we do a better
job getting visitors to
take action?
For e-commerce,
what are my
most popular
products and
which sell the
best?
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14.
Five Reports to Know
• Acquisition: Overview
• Acquisition: Source / Medium
• Behavior: Site Content, Landing Pages
• Behavior: Site Content, All Pages
• Conversions: Goals, Overview
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15.
Acquisition: Overview
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16.
Acquisition: Source / Medium
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17.
Behavior: Landing Pages
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18.
Behavior: All Pages
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19.
Conversions: Goals Overview
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20.
Digital Measurement Plan
When you're ready to get better analytics
reports, you need a digital measurement plan.
It will help you systematically figure out what
numbers/reports are truly important to you.
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21.
The Steps:
1. Document your business objectives.
2. Identify website goals for each objective.
3. Choose Key Performance Indicators (KPI)
4. Identify targets
5. Find valuable segments
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22.
Next Steps
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photo credit: Memegen.com

23.
Resources:
• Google Analytics Blog
analytics.blogspot.com
• Occam's Razor by Avinash Kaushik
www.kaushik.net/avinash
• Analytics Talk by Justin Cutroni
cutroni.com
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24.
Any Questions?
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25.
Thank You! How to stay in touch:
• More Analytics & Marketing @ BC Digital Marketing Blog
bcdigitalmarketing.com
• LIKE on Facebook
www.facebook.com/bcdigitalmarketing
• Follow on Twitter
twitter.com/bcdigimarketing
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