2. • Measurement Plan
• Getting started with GA
• Fine Tuning the Set Up
• Core Reporting
• E-Commerce Reports
• Shortcuts, Dashboards
What will we cover
3. Have a Measurement Plan
Objectives Goals KPI KPI Target
Grow Online Sales Increase Unique Visits Monthly Uniques 10,000
Increase Conv. Rate Conversion Rate 3%
Increase Average Order Average Order Value £60
Improve Marketing Build A Database Num of New Sign Ups 200 Per Month
Become a Leader in
sector
Increase blog traffic Number of page views on
blog pages
1000 per month
Increase Visitor
Engagement
Avg time spent on site 4 min
4. Getting Started
• Create an Account With Google
– Must have a general Google Account to use GA
• Create an Analytics Account
– Can have multiple, usually a single one
• Create A Property (Website, App)
– One Account can have multiple properties
– Property can have multiple Views
12. Views
• Views provide access to reports
• Default is “All Web Site Data”
• Create New Views to look at sub sets of
the data
13. Fine Tuning the Set Up
• Filters
– Create Sub Sets of the Data
– Apply to Filters to specific Views
• Set Up Goals
– Goals include Customer Sign Ups, Newsletter Signups,
Downloads
– Should ideally be allocated a value
• Set Up E-Commerce Tracking
– Crucial for anyone involved in e-commerce
*****All Crucial*****
14. Example Filters
• Filter out your own traffic via IP
• Exclude Traffic from particular Country
• Only include Blog Traffic
• Show only paid traffic
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18. Apply Filters to View
• Admin > View > Filters
• Select from available Filters
• Can add multiple filters to a View
19. Goals
• Goals measure
performance against
plan
• Show the value of the
web site
• Where are the valuable
customers coming from
• Where should efforts be
concentrated
20. Types Of Goals
Goal Type Description Example
Destination Users reaches a specific
page
Thank you for registering
Duration User spends a specific
amount of time on site
Visitor spend at least 5
minutes on site or page
Pages Per Visit Visitor views specified
amount of pages or more
Visitor views 4 or more
pages
Event
More Complex to Set UP
A specific action (event)
happens
Visitor watched a video
21. Setting Up Goals
• Measure the actions you want people to
take
– Newsletter Sign Ups
– PDF Downloads
– Video Views
– Page Visits
• Link Goals to KPI’s
– KPI – How many newsletter sign ups etc.
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28. E-Commerce Tracking
• Enable in View Settings under GA
– Also paste tracking code in CMS/Shopping Cart
– Web Developer should implement
• Sends transaction information to GA
• Enhanced E-Commerce Tracking now available
– Provides lot of new reports
– Basket Adds, Basket Removes, Stages of Checkout
• Lots of people don’t do it
– Missing out critical information
31. Audience
• Who is visiting your site?
• What sort of Technology are they using
– OS
– Device
• Where are they from
• Demographic information possible
52. Dealing with Spam Referrals
• Be Aware that these are an issue
• Can be blocked with Filters
– Needs to be updated as new ones appear
• At least filter the main offenders
53. Tagging for Campaigns
• Allows you to measure advertising
campaigns
– Reports appear under Acquisition > Channels >
Other
• Use ‘tags’ to measure impact of campaigns
– Facebook, Twitter
– Affiliates, Banner Ads, Display Ads
• Google Analytics URL Builder
– Create a Unique URL for each campaign (next
slide)
54. Google URL Builder
1 Enter Details of the Campaign
2 Click Generate URL
3 Copy and Paste URL into Ad or Post
88. Organise Reports
• Shortcuts
– Create a quick menu of your fav reports
• Dashboards
– Create a dashboard pulling all your key
metrics into one place
– Can be different for each person
– Very useful for Senior Management
91. Dashboards
• Dashboards are used to group relevant
reports together
• Different roles will need different
dashboards
• Easily created by adding Widgets
• Templates for Dashboards readily available
97. Useful Resources
• Google Analytics Academy
– https://analyticsacademy.withgoogle.com
• Google Analytics Support
– https://support.google.com/analytics/
• Google Analytics YouTube Channel
• Google Search Console
– Technical info about your site
101. Segments
• Isolate and Compare Sub-Sets of Data within
Reports
• Simple segments could be
– Paid Traffic
– Users who viewed more than 2 pages
– People who have purchased in last 30 days
• Use pre-set segments or create your own