Slides from my presentation during Outreach Digital Seminar in London, March 22nd 2016

1. Google Analytics 101
Training
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2. Agenda
2
Basic Concepts
Traffic Analysis
Attribution
1
3
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3. Why do we use Google
Analytics?
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5. To Avoid This

6. How Google Analytics Works?
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7. How Google Analytics Works
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Data Collection
Configuration
Data Processing
Reporting

8. @dimitriszotos
Google Analytics provides us
with information presented
through metrics and
dimensions.

9. @dimitriszotos
War is 90% Information

10. Basic
Concepts

11. Metrics & Dimensions
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Dimension:
A dimension is an attribute of the Visitor
to your website.
Metric: Is a number.

12. Metrics = Numbers
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Sessions
Transactions
Pageviews
Time on site
Clicks
Revenue
% Exists

13. Dimensions = Attribute
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Country
Date
Operating System
Device
Visitor Type
Landing Page
Age

14. DATA Hierarchy
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Hits: All data is sent using a hit. Most hits are
actually the request for an invisible image file.
events, pageviews, tranactions, user timings,
screenviews.
Session: A session is a collection of hits. It ends
when there has been 30 minutes of inactivity.
User: A user is the tools’ best-guess of an
anonymous person.

15. DATA Hierarchy
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Hits: All data is sent using a hit. Most hits are
actually the request for an invisible image file.
events, pageviews, tranactions, user timings,
screenviews.
Session: A session is a collection of hits. It ends
when there has been 30 minutes of inactivity.
User: A user is the tools’ best-guess of an
anonymous person.
Raw Material
Grouped Data
People

16. Traffic
Analysis

17. All Traffic Analysis
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18. Table View
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19. @dimitriszotos
All these metrics are useless
without context. And without
segments.

20. Segments

21. Advanced Segments
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22. Analysis Using Segments
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23. Secondary Dimensions
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24. Advanced Filter
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25. Cohorts
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26. Export Data
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27. Analyse on Google Sheets
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28. Attribution

29. Goals – Conversions - Events
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Conversion is a desired action
That can be tracked using Goals or Events
It could be a pageview on the “Thank you” page
It could be a specific event action like “Form
Submission”

30. Goals – Conversions - Events
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31. Goals – Conversions - Events
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32. With Attribution
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We assigncreditfor sales and
conversions to touchpoints in
conversion paths.

33. Multi Channel Funnel
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MCF helps us see what
happens before a conversion
Assisted conversions: touch-points that
assisted
Sessions/Days to Transaction (how many
sessions/days it takes to get someone to convert)

34. Multi Channel Funnel
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35. Resources

36. Training Material, Online
Course & Certification
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Advanced Web Metrics with
Google Analytics (book)
Occam's Razor (website)
Google Analytics Blogpost
Analytics Individual Qualification (IQ)

37. Thanks for your
attention!