1. Google Analytics
Training Seminar
Thursday 13th
March, 2014 10:00am – 12:00pm

2. Matt Lynch
• General Manager of Vorian Agency – Delivering integrated online and offline marketing
solutions to business wrestling with how to market in today’s changing environment.
• With over 20 years Information Technology and Online Marketing Experience, primary
speciality being Search Engine Optimisation (SEO), working both within agency and in-
house roles as a digital marketing specialist.
• Enjoys keeping up with the 'bleeding edge' of technology advancements and social media
evolvement to ensure current knowledge in an ever changing landscape, leading to early
adoption and determination of opportunity for marketing enhancement.
• Local, national and international project experience particularly in the field of Travel with
companies such as Trafalgar Tours, The Travel Corporation brand and travel properties,
Stella Travel and Best Flights; Matt has earned a reputation as an online marketing expert
and search evangelist for thoroughness, quality, technical knowledge and success driven
results. Matt's previous role was as the Global Online Marketing Manager for Trafalgar,
coordinating the online marketing efforts with international teams for this global brand.
Your Presenter: Vorian Agency General Manager

3. Connect with Matt…
LinkedIn: http://au.linkedin.com/in/mattlynchseo
About Me: http://about.me/au.mattlynch
Twitter: https://twitter.com/mattrlynch
Facebook: https://www.facebook.com/mattrlynch
Google+: https://plus.google.com/100121124281684757846
Pinterest: http://pinterest.com/mattrlynch
Instagram: http://instagram.com/#mattrlynch
FourSquare: https://foursquare.com/mattrlynch
Klout: http://klout.com/#/mattrlynch
Email: matt.lynch@vorian.com.au

4. Interactive Questions?
During today’s session, you are welcome to tweet
questions to our Vorian Agency Twitter Account
@vorianagency using the hashtag #voriantraining
https://twitter.com/vorianagency

5. Housekeeping
Before we start, please note the following:
• Exits
• Toilets
• Mobile Phones on Silent
• Question & Answer session at end of the Presentation
• A link to the Presentation Slide Notes and Video will be emailed to you
• Vorian Agency info packs are provided to showcase our service offering
• Vorian staff are available to arrange an appointment or answer specific questions
• Please provide your feedback on today’s seminar on the supplied questionnaire
• Please invite others you may know to register for our free seminar series

6. In today’s session…
We’re going to learn to view insights and data about your website and online marketing.
•Which marketing initiatives are most effective
•Accurate website traffic patterns/trends
•Which customer and customer segments are most valuable
•Where visitors come from and what do they do on the site
•How can the website convert more visitors into customers
•Which keywords resonate with prospects and lead to conversions
•Which online ad or creative is the most effective
•Where people leave the site
•Which pages retain visitors the longest
•What search terms people use to find the site
•Show you how visitors find and use your site!

7. Gain insights that matter
Google Analytics not only lets you measure sales and conversions, but also gives you
fresh insights into how visitors use your site, how they arrived on your site, and how
you can keep them coming back.
Google Analytics is perhaps the most commonly used, free, famous, and recognised as
the standard of web statistics. Google Analytics gives very accurate statistics on not
only traffic but also keeps track of almost everything a cookie can store (browsers,
type of OS, plugins installed, etc.) on each unique visitors. It is also used to keep
track of Google Adwords (Pay Per Click - PPC), integrates with Google Webmaster
Tools (GWT), and can be used with Apps (IOS and Android Applications).
Video: 1. Google Analytics In Real Life - Online Checkout

8. Why do we need Analytics?
The goal of analytics is to drive organisational efficiencies and overall improvement. A
true data driven analytic solution will help an organisation to tackle their most
complex problems and create unique, predictive capabilities, driving intelligent
decisions.
Video: 2. Google Analytics In Real Life - Landing Page Optimization
Video: 3. Google Analytics In Real Life - Site Search

9. Google Keyword ‘Not Provided’
• Google's recent changes make performance reporting less accurate.
• SEO professionals and marketers no longer have the raw data that we once used to
measure SEO results.
• We will need to use different KPIs and trending metrics to approximate the data
that is now lost.
• Google isn't the only company making "secure search" a priority. Browsers such as
IE10, Firefox 14+, and Mobile Safari have put measures in place to mask keyword
referral data.
• Yahoo has announced that it will be rolling this out shortly as well.

10. Finding Keyword Opportunities
• Historically, the data from Google Analytics has been an excellent source of
uncovering additional keyword opportunities and long-tail permutations that would
drive traffic. Now we have to consider other supporting opportunities:
• Google Keyword Planner (https://adwords.google.com/ko/KeywordPlanner/Home)
• PPC / Paid Search Data (http://www.bing.com/toolbox/keywords)
• Google Related Searches appear at the bottom of the Google SERP as a list of
similar and related common search queries
• Google Predictive Search, predicting for the user in their search query terms that
are most likely to relate to their keyword, and so many influence the search term
selected.
• Google Trends (ww.google.com/trends/)
• You can still get keyword referral data in Google and Bing Webmaster Tools
• Competitive Analysis
• Intuitive Understanding of the Market / User Personas
• Third Party Tools (SEMRush, Keyword Discovery, Wordtracker, keywordspy.com,
ubersuggest.org, spyfu.com)

11. There are other tools…
Google Analytics is the one of the best online analytics tool and software to track your
website traffic and stats.
There's a myriad of hosted web analytics solutions. Some are free, most are not. A few
are priced as a flat, monthly rate while others offer a tiered pricing structure based
on number of page views.
Many companies offer analytics software hosted as a service. Some common names in
this space include:
• Webtrends
• Adobe (Omniture)
• Mint
• Clicky
• Chartbeat
• StatCounter
• Piwik
• Open Web Analytics
• GoSquared
• Woopra
• Reinvigorate
• Clearwebstats
• Mouseflow
• Webalizer
• LeadLander
• Performancing Metrics
• OneStats
• MyBlogLog
• GoStats
• Clicktale
• Crazyegg
• Kissmetrics
• SiteMeter
• AWStats

12. Server Side Log File Analysers
Beware of web log file analysers. While they give decent data, the collection methods
are much different. Log analysers give you great information on what happens as
visitors connect to your servers. However, actions they take once they receive a
page from your site can’t be tracked. This includes interactive content consumption
and the URL to where they exit.
From the server we have access to:
• Error logs
• Access logs
A statistical analysis of the server log may be used to examine traffic patterns by time
of day, day of week, referrer, or user agent. Efficient web site administration,
adequate hosting resources and the fine tuning of sales efforts can be aided by
analysis of the web server logs. Marketing departments of any large organisation
that owns a website should be trained to understand these powerful tools.
… then there are programs such as Experian Hitwise, Alexa; that provide a look at
competitors in specific verticals, based on aggregated data from ISPs.

13. Getting Started…
Go to: http://www.google.com.au/analytics

14. How to Signup
First you would need to create a Google Analytics account. To do this, visit Google
Analytics Signup Page. You will see a screen like the one below. If you already have
a gmail account, then use that to sign-in with.

15. Creating a Google Account
If you do not have a gmail account, then you would have to create an account for
yourself, completing the following details:

16. After signing into Google
In step one; you enter your site information. The fields are pretty self explanatory. You
enter your Website’s URL, Account name (it can be anything that you like), country,
and the time zone.

17. Implementing Google Analytics
Google Analytics Requires JavaScript included into the code of your website by your
website designer:

18. How to install GA code
When you add the Google Analytics javascript to your website, you should be aware
that there are two places where you can add the tracking script and each of them
has advantages and disadvantages.
In the Header
• Pros - The tracking code is able to track all the visits even if the visitor leaves
before all the page gets loaded
• Cons - The script placed before the content may increase the load time of your
pages because it is loaded before the content
In the Footer
• Pros - The pages load faster because the content is served before the script and the
visitor will not notice any possible delays
• Cons - The script might not track all the visits, if for example someone lands on the
website and exits immediately
Google recommends placing the code as the last component in the <head> section
before the start of the <body> tag.

19. How to Install GA in WordPress
There are several ways to install Google analytics in WordPress.
1. Direct paste it in your theme’s header.php right before the closing </head> tag.
2. Add to the functions.php
3. And by far the easiest, install a plugin. (Google Analyticator, Google Analytics for
WordPress,… and more!)
The Google Analytics for WordPress plugin allows you to track your websites or blog
easily and with lots of metadata.

20. Using Google Tag Manager
Google Tag Manager lets you add or update your website tags and mobile applications,
easily and for free, whenever you want, without having to ask your website
developer to add code changes in on each page each time.

21. Google Tag Manager

22. Glossary of GA Terms

23. Glossary of GA Terms
The following is a summary of the more common reporting terminology used through
Google Analytics, that we should understand:
• Visits (total number of visits to your site)
– This metric is a count of sessions that have been active on your site for the selected date range.
– If a user is inactive on your site for 30 minutes or more, any future activity is attributed to a new session.
– Users that leave your site and return within 30 minutes are counted as part of the original session.
– The initial session by a user during any given date range is considered to be an additional visit and an
additional visitor.
• Any future sessions from the same user during the selected time period are counted as additional
visits, but not as additional visitors.
• Unique Visitors (total number of unique visitors to your site)
– Unique visitors are those that haven’t been previously recorded coming to your site (cookies/device)
– Note carefully the period being compared, daily, weekly, monthly unique’s will be different.
• Pageviews (total number of pages viewed on your site)
– A pageview is an instance of a page being loaded by a browser.
– The Pageviews metric is the total number of pages viewed;
• Repeated views of a single page are also counted.
– Google Analytics logs a pageview each time the tracking code is executed on a web page.

24. GA Glossary continued…
• A unique pageview, as seen in the Content Overview report, aggregates
pageviews that are generated by the same user during the same session.
– A unique pageview represents the number of sessions during which that page was viewed one or
more times.
• Pages per Visit (average number of pages viewed per visit)
– The Pages/Visit (Average Page Depth) metric displays the average number of pages viewed per visit to
your site.
– Repeated views of a single page are counted in this calculation.
– This metric is useful both as an aggregate total as well as when it is viewed with other dimensions, such
as country, visitor type or mobile operating system.
• Average Time on Site (average time on site for each visitor)
– The average duration of visits (sessions) to your site for the selected time frame.
– Session time is calculated by adding up time on page for each page in the session except for the last page
in the session.
– The average time on site is determined by dividing the total time on site by the number of sessions for
the selected time frame.
– Time on site calculations do not include the amount of time that visitors spend on the last page in the
session, because there is no way to determine how long the visitor spent on the last page.

25. GA Glossary continued…
• Bounce Rate (Percent of single-page visits)
– The Bounce Rate is the percentage of bounced visits to your site.
– A bounce is calculated as a single-page view or single-event trigger in a session or visit.
– The following situations qualify as bounces:
• A user clicks A link deep into your site sent by A friend, reads the information on the page and
closes the browser.
• A user comes to your homepage, looks around for A minute or two and immediately leaves.
• A user comes directly to A reference page on your site from A web search, leaves the page
available in the browser while completing other tasks in other browser windows and the session
times out.
• New Visitors (Percent of total visitors who visited your site for the first time)
– New Visitors — The first time A browser accesses your site, Google Analytics records the visitor as new.
– This is done by checking to see if the _utma cookie for your domain exists on the browser. If it does not,
the visit is considered a first-time visit.
– Returning Visitors — Google Analytics records A visitor as Returning when the _utma cookie for your
domain exists on the browser accessing your site.

26. GA Glossary continued…
• Demographics: It’s key to understand whether the right consumers are making it
to the site. If only a handful of total website visits come from local consumers,
the business needs to evaluate its SEO/SEM approach.
• Engagement: The length of time a visitor stays on a website is an important
indication of whether the site is attracting the right type visitor and if it’s set up in
an engaging way that keeps the visitor there to learn more.
• Technology (Browser & OS): Comparing metrics across browsers and operating
systems informs whether the website is properly optimised on all platforms.
• Mobile: Evaluating performance indicators for those accessing the site through
desktop, mobile or tablet is valuable in determining whether the site is properly
optimised for each platform.

27. The components of GA
Advertising & Campaign Performance
Video: 4a. Audience Reports
Video: 4b. Traffic Sources Reports
Video: 4c. Remarketing with Google Analytics Overview

28. The components of GA
Analysis & Testing

29. Dashboards
• Configure up to 10 ‘widgets’ to build your own Dashboard.
• Create custom Dashboards for different team members in the business
• Complete range of options, table and graph types, and parameters to
choose from in customising.

30. Real-Time Reporting
• See what is happening in real-time on your website, where your active users are
located, what sites have driven them to your website, what content they are
looking at, and how they are engaging; events and conversions

31. The components of GA
Audience Characteristics & Behaviour

32. Universal Analytics
Cross-device & Cross-Platform Measurement
• More than just measuring website stats
• Join data from the website to other data, such as a CRM (consistent user ID key
required)
• If the user converts offline, we can join that data to online usage
• Collect transactional data using measurement protocol, and integrate with POS
(Point of Sales) systems.
• Tie into Smart Card data, and ticket checking systems
• Measure Mobile App data tied into the user profile
• Import cost data associated with advertising to better calculate ROI

33. The components of GA
Data Collection & Management

34. The components of GA
Just for Mobile APPs

35. The components of GA
Product Integrations

36. The components of GA
Sales & Conversions

37. Setting Goals
You can easily add a goal in order to:
• Measure sales
• Measure lead generation from your website
• Measure product or file downloads
• Measure the number of signups to a newsletter
• Measure visitor loyalty and recency
• Measure who pauses or fast forward on a video
• See who clicks your ads
• How many errors a visitor encounters during the checkout
• How many users visit a specific page on your website
• Measure engagement such as achieving a specific Time on Site
• Now, for each of the above goal types you can assign goal values and this is the
most interesting part, because you are able to actually measure in $$$ how well
your metrics perform.

38. The components of GA
Site & APP Performance

39. In-Page Analytics

40. Site-Speed Analysis

41. Google Alerts
• Monitor the Web for interesting new content
• Google Alerts are email updates of the latest relevant Google results (web, news,
etc.) based on your queries.
• Enter a search query you wish to monitor. You will see a preview of the type of results
you'll receive. Some handy uses of Google Alerts include:
– monitoring a developing news story
– keeping current on a competitor or industry
– managing your own company or personal brand reputation
– getting the latest on a celebrity or event
– keeping tabs on your favorite sports teams
http://www.google.com.au/alerts
– Another free alert solution is http://www.talkwalker.com/

42. Accessing Anywhere Anytime
Check out the available apps (free and paid) on your favourite tablet or smartphone.

43. Google Analytics Premium
Google Analytics Premium offers all the power and ease you expect from the standard
version of Google Analytics plus extras that make it perfect for large businesses. With
more processing strength for granular insights, a dedicated services and support
team, service guarantees and up to 1 billion hits per month, all for one flat USD
$150,000 p/a fee.
At a glance:
• Increased hit limit of 1 billion per month provided, tiered pricing available for those
with higher needs.
• 50 Custom Variables to measure what matters to you.
• Unsampled Data, analyze custom reports with pinpoint accuracy.
• SLAs: rest assured all your data is being collected at least 99.9% of the time.
• A team of Google experts to guide you, with 24/7 support available for critical issues.

44. Big Data
nothing more than a big buzzword
Big data is the term for a collection of data sets so large and complex that it becomes
difficult to process using on-hand database management tools or traditional data
processing applications. The challenges include capture, curation, storage, search,
sharing, transfer, analysis, and visualization. The trend to larger data sets is due to
the additional information derivable from analysis of a single large set of related
data, as compared to separate smaller sets with the same total amount of data,
allowing correlations to be found to "spot business trends, determine quality of
research, prevent diseases, link legal citations, combat crime, and determine real-
time roadway traffic conditions."
Big data has breathed new life for marketers because more data can mean more and
better predictive models.
The real issue I've experienced is that many businesses don't currently use, or know
how to use, the data that they are already collecting... or able to collect.
Sir Francis Bacon, an 18th-century founder of the modern scientific method, famously
argued that “Knowledge is Power.” In today's world, “Knowledge is Profit”.

45. Google URL Shortener & Campaign Tracking
• To assist your marketing campaign reporting
and tracking of the efforts of links you post and
measure the effectiveness of your activities,
consider using a consistent URL shortener
such as Google’s goo.gl
• Google Analytics Campaign Link Tagging Tool
is also very useful to create tagged URLs with
campaign and source information that you can
then shorten. The results are then measured
within Google Analytics to show the
effectiveness of different mediums.

46. Follow-up Questions?
After today’s session, you are welcome to tweet questions
to our Vorian Agency Twitter Account @vorianagency
using the hashtag #voriantraining
https://twitter.com/vorianagency

47. Keep Connected
After today’s session, I encourage you to explore Google
Analytics further for your business. Please feel free to
connect with me if you have additional questions:
LinkedIn: http://au.linkedin.com/in/mattlynchseo
Don’t forget to follow Vorian Agency on LinkedIn:
http://www.linkedin.com/company/vorian-agency
All of my other Social Media links are available on About.Me:
About.Me: http://about.me/au.mattlynch
Email: matt.lynch@vorian.com.au

48. Please… invite others
We would like to thank you for your attendance
to today’s seminar on Google Analytics.
• A link to the Presentation Slide Notes and Video will be emailed to you
• Vorian Agency info packs are provided to showcase our eight key areas
• Vorian staff are available to arrange an appointment to assist your specific needs
• Please provide your feedback and hand-in the supplied questionnaire
• Please invite others you may know to register for our free seminar series and
forward them a copy of today’s seminar email.