Google Analytics Class One

GOOGLE
ANALYTICS
OCTOBER 1, 2020
Presented by Noel Gomes

@SocialNoel
WORKED WITH BRANDS

KEY TAKEAWAYS
Concept - Digital & Web Analytics
What are the 5Ws1H of Google Analytics?
How to Setup Google Analytics?
Understanding of Google Analytics Structure
Walkthrough -- Google Analytics Interface
Segmentation | Dimension & Metrics | Scope
Reporting formats
Case Study
TURN THE
LEARNING
MODE ON

If you can’t measure it,
you can’t improve it.
Peter Drucker
WORDSTO
INSPIREYOU

WHERE HAVE
YOU SEEN
THIS?
WHAT DOES IT
DO?

WEB
ANALYTICS
DIGITAL
ANALYTICS

Digital
Analytics
Digital Analytics includes analysis of data
from all digital channels that includes
websites.
Data from search, display advertising, social,
email, mobile etc. is included to provide a
complete view of the digital marketing and
customers.

WebAnalytics
Web Analytics is analysis of the website data
like users, visitors, visits, page views etc.

is when users
engage with your
business
BEHAVIOR
involves building
awareness and
acquiring user
interest
ACQUISITION
is when a user becomes
a customer and
transacts with your
business
CONVERSION
Purchase
funnel

GOOGLE
ANALYTICS,
WHAT'S THAT?
as in concept

Google Analytics is a web analytics
service offered by Google
collects data of the users who
visited the website
tracks the activities &
reports website traffic

GOOGLE
ANALYTICS,
WHY?
as in objective

Enable you to make data-driven decisions
automatic collection of data
customization of reports
easy integration with other tools &
platforms
Google Analytics
because it does this...
build digital strategy -- Google Ads,
social, testing, SEO, email, remarking, etc.
It is FREE!!
It is the industry standard for web
analytics

GOOGLE
ANALYTICS,
WHEN DOES IT
COME TO PLAY?
as in situation

you have to link Google Ads to Google
Analytics
you are serious about your business
you have a website
Google Analytics
comes to play when...
you are made the brand custodian
you are setting up Google Analytics for
a business who doesn’t have one.
you want to get more business

GOOGLE
ANALYTICS,
WHO USES IT?
as in people

can collect user information for sales teams to
connect with potential leads
LEAD GENERATION SITES
to create a loyal,
highly-engaged
audience and to
better align on-site
advertising with
user interests
PUBLISHERS
to understand
customers’ online
purchasing behavior &
better market their
products and services
ECOMMERCE
BUSINESSES

GOOGLE
ANALYTICS,
WHERE DO I FIND
THAT?
as in business practices

Search the page for
gtag.js or analytics.js
(for Universal
Analytics) or ga.js (for
Classic Analytics).
3.
Load a web page
in the browser.
1.
Right-click the page,
then click View page
source.
2.

HOW DOES IT
WORK?
as in process

To collect data, a small piece of tracking code is added to each page on a website.
This tracking code will collect anonymous information about a visitor interacts with
the site. e.g. the URLs of the pages visited.
THIS IS HOW IT WORKS

With this information, Google Analytics can calculate which pages are most popular
or determine if users reached the purchase confirmation page.
THIS IS HOW IT WORKS

ATTENTION CHECK TIME
Which of following is the correct answer?
A. Google Analytics > Reports
Google Tag Manger > Stores
Google Data Studio > Collects
B. Google Analytics > Stores
Google Tag Manger > Collects
Google Data Studio > Reports

GOOGLE
ANALYTICS
DOES THIS -- COLLECTS INFORMATION
language the browser is set to
the type of browser (such as Chrome or Safari)
the device
operating system used
the users location, age and gender.
“traffic source,” which brought users to the site in
the first place.
This might be a search engine, an advertisement
they clicked on, or an email marketing campaign.

GOOGLE
ANALYTICS
DOES THIS
Google Analytics uses a browser cookie (a small bit
of text stored in the browser) to generate a random
ID to distinguish between new and returning visitors
and tie all the activity of a visitor into a single visit.
Each period of activity is called a “session.” Google
Analytics ends a session by default after 30 minutes
of inactivity or when a user closes a browser
window.
Finally, all of this information is sent to Google Analytics
to populate your reports.

GET STARTED Search for Google Analytics
it will take you to
https://analytics.google.com/analytics/web/
01
Login using a Gmail ID
Make sure you use this ID for all the Google tools
02
Google Analytics Demo Account
The demo account is a free account, more like the
simulation platform.
03

Tracking ID
Admin > Property > Tracking
Info > Tracking Code
If you're working with an
App + Web property, you
have a Measurement ID
instead of a Tracking ID.
SETUP GOOGLE ANALYTICS
ON YOUR WEBSITE
IN TWO STEPS
Google Site Tag
Copy the code and paste it in
the header, after <head> tag
Tracking ID in the code

HOW DO YOU KNOW
WHETHER THE CODE IS
WORKING OR NOT?
CODE CHECK

HOW DO YOU KNOW
WHETHER THE CODE IS
WORKING OR NOT?
REAL TIME > OVERVIEW
CODE CHECK

GOOGLE ANALYTICS
ACCOUNT STRUCTURE
Understand the heiracrchy of Organisation,
Account , Property, & View

AnalyticsAccount
Structure
ACCOUNT
An account is your access point
for Analytics.
ORGANISATION
An organization represents a
company, and lets you access
your company’s product accounts
(e.g., Analytics, Tag Manager,
Optimize),
PROPERTY
A property is a website, mobile
application, or device.
You can add up to 50 properties
to each Analytics account.
VIEW
A view is your access point for
reports; a defined view of data from
a property.
You can add up to 25 views to a
property.

EXAMPLE OF
AN ACCOUNT
STRUCTURE
HEIRARCHY OF ORGN, ACCOUNT,
PROPERTY, & VIEW
03
VIEW -- DATA OF
SPACEX.COM
02 PROPERTY -- WEBSITE
01
ACCOUNT -- BRAND
NAME -- SPACEX
GO TO VIEWS

VIEWS RAW DATA VIEW
This view should be left unfiltered
and untouched.
01
That way you can always go
back to all of the data that has
been collected if you need to and
not risking anything getting lost.

VIEWS TEST VIEW
This is the place for testing new
filters, to see how your traffic
gets affected before you add
them to your main view.
02
By testing first, you can make
sure you are not filtrating any
visitors that you otherwise would
expect to show up and leaves
you with more reliable data.

VIEWS MASTER VIEW
is your working view. Usually, you
apply filters and other custom
configurations to this view.
03
This is your main view, the one
you should use to read your data
day to day. You add your already
tested filters here.
CREATE VIEWS

ATTENTION CHECK TIME
Number of Accounts you can have in an Organisation?
25 50 100 10
Number of Properties you can have in an Account?
25 50 100 10
Number of Views you can have in a Property?
25 50 100 10

VIEWS
When you add a property to an
account, Analytics creates a
reporting view for that property.
It's best practice to leave this
original view unchanged, so that
you always have a backup of the
raw data.
You can create additional views and
apply filters to them to view a
specific subset of data. You want to
do this:
For convenience, if you consistently
need to look at a particular subset of
the data (e.g., visits from US), then it is
much easier to have a view that is
dedicated to that data

ADDITIONALVIEWS
BECAUSE...
For data security reasons you
might give the editorial team
access to analytics reports about
the company blog, but restrict
access to sensitive data (e.g,
Ecommerce data).
You can create additional views and
apply filters to them to view a
specific subset of data. You want to
do this:
For convenience, if you consistently
need to look at a particular subset of
the data (e.g., visits from US), then it is
much easier to have a view that is
dedicated to that data
For data accuracy, you might
filter data like spam traffic or
internal traffic.

ABOUT
VIEWALL WEBSITE DATA
The default unfiltered view created by Google
Analytics will be called "All Website Data", so
you can rename this view to match view names
recommended by Google Analytics.
When a new view is created, only website data
from date the view was created will be included,
so best to set up right away.
Once you have deleted a view, you have 35 days
to restore that view.

GOOGLE ANALYTICS INTERFACE
HOME
CUSTOMIZATION
REPORTS
ADMIN
LEFT
AUDIENCE OVERVIEW
ACQUISITION REPORT
ACTIVE USER REPORT
CENTER
INSIGHTS
RIGHT
PAGE REPORT
ECOMMERCE
LOCATION

Google Analytics Layout & Navigations Controls
Account/Property/View switcher. If you have multiple accounts, properties, or
views set up, you can easily switch between them.
Search. Access key reports quickly without needing to click through the left-
hand navigation.
Home Page. A summary of your site’s vital signs. Use it a quick check to see if
everything is behaving as expected or the starting point for deeper analysis.

Customization: The Customization section allows you to create custom
reports, specific to your business.
Left-hand navigation: To navigate between reports, use the navigation on the
left. Clicking on each of these sections will expose the reports that belong to
each section.
Admin: Contains all of your Google Analytics settings such as user
permissions, tracking code, view settings, and filters.

Analytics Intelligence. A set of features that use machinelearning to help you
better understand and act on your data.
Alert menu. This may include data that is not collecting properly or a setting
that needs to be optimized.
Help. Access the Google Analytics help centre inside Google Analytics.

GOOGLE ANALYTICS INTELLIGENCE
Google Analytics Intelligence is a machine learning tool used by Google to help
users better understand the analytics data.
You can ask Analytics Intelligence a wide range of questions about your data in
simple everyday language. It answers to your questions fast and in an easy to
understand manner.
These are automatic insights offered by intelligence without asking any question. The
Insights serve as alerts or notifications about the big changes happening on your
website.
Google Analytics Ka SIRI

Segmentation A segment is a subset of your Analytics data. For example,
of your entire set of users, one segment might be users
from a particular country or city.
Subsets of users: for example,
users who have previously purchased;
users who added items to their shopping carts,
but didn’t complete a purchase

Segmentation When you apply a segment and navigate through your
reports, the segment remains active until you remove it.
You can apply up to four segments at a time, and compare
the separate data side by side in your reports.
Subsets of users: for example,
users who have previously purchased;
users who added items to their shopping carts,
but didn’t complete a purchase
DO NOT FORGET TO REMOVE THE
SEGMENTATION & DATE RANGE
read more

DIMENSIONS & METRICS
Data collected in
Google Analytics
falls into one of
two categories:
dimensions or
metrics.

Dimension
Dimensions are attributes of your data.
For example, the dimension City indicates the city, for
example, "Paris" or "New York", from which a session
originates.

Metrics are quantitative measurements. The metric
Sessions is the total number of sessions. The metric
Pages/Session is the average number of pages viewed per
session.
Metrics

SCOPE
Scope is a characteristic of each
dimension and metric and each
dimension or metric can only have
one scope.

SCOPE
User data
Session data
Hit data
Product data (ecommerce)
GA data is organized into 4 scope-types:
1.
2.
3.
4.

SCOPE HIT DATA
A hit is defined as any single
action on a website such as a
pageview or an event triggered
by watching a video or
downloading a pdf.
01

SCOPE SESSION DATA
A session is defined as one or
more hits within a certain time
frame.
One person’s actions on your site
during a single browsing session,
the pages they load, the files
they download, are all connected
into one session.
02

SCOPE USER DATA
A user is the highest level of data
collected, and is the crucial piece
that connects previous and
future web behavior.
Specifically, Google Analytics
stores a client ID for each user
that visits your site, and then
joins together all of the sessions
with the same client ID.
03

SCOPE USER DATA
The client ID is a value that is
generated from the Google
Analytics tracking code and
stored in a cookie on a person’s
browser on their computer.
03

SCOPE
It’s important to understand that users are
cookies, not individual people – the cookie is
tied to the browser, not the person.
So a person visiting a website on Chrome at
work and then visiting the same website
from Firefox on their home computer would
be counted as two users, one cookie from
each browser.
List of Dimensions and Metrics in GA

Reporting Tools & Controls for Analysis
Maintoolsfor
Analysis Date Range Selector. Set the time period in which you want
toanalyze report data.
Date Range Comparison. Compare data from two different
date ranges and see how your business changed over time.
Segment Picker. Add segments to a report to compare
different subsets of data.
Line Graph. See different metrics in a line graph for the date
range you've selected.
Metric Selector. Change the metric shown from users to a
different metric by selecting the drop-down menu.

Maintoolsfor
Analysis Duration Selector. Change the data points to show hourly,
weekly, or monthly.
Graph Annotator. Annotate the graph with helpful notes
toadd business context to your data.
Sampling Rate. Speed up the time it takes to generate a
report and are willing to sacrifice more precise metrics, select
“Faster response" by clicking the tick symbol next to the
report name.
Share & Customize Reports. Share or refer back to
meaningful data you've found in your reports.

Maintoolsfor
Analysis Data Table. Change the primary dimension, add a secondary
dimension and visualise the data in different ways to get
actionable insights from your data. Change the way the data
table is displayed:
Data: Displays the data in a tabular view. This is the default
table view.
Percentage: Displays a pie chart, showing the contribution to
the total for the selected metric
Performance: Displays a horizontal bar chart, showing the
relative performance for the selected metric.

Maintoolsfor
Analysis Comparison. Displays a bar chart plotting the performance of
the selected metrics relative to the site average.
Pivot. rearranges the information in the table for
certainreports by pivoting your data on a second dimension.

Useful Metrics for Analysis
Maintoolsfor
Analysis Bounce Rate. The percentage of single-page visits.
If the success of your site depends on users viewing more
than one page, then a high bounce rate is bad.
A low bounce rate indicates users from that country, device,
marketing channel etc that engaged with the site.

Maintoolsfor
Analysis Avg. Time on Page. The average amount of time users spend
viewing a specific page or screen, or set of pages or screens.
A higher than average time on page indicates users from that
country, marketing channel, device etc that engaged with the
site.

Maintoolsfor
Analysis Conversion Rate. The percentage of sessions that results in a
conversion e.g. signing up for a newsletter, completing a
purchase.
A high conversion rate indicates users from
that country, marketing channel, device etc that completed
activities that contribute to the success of your business.

RECAP
once again
RECAP
once again

NEXT CLASS
HOW TO ADD FILTERS?
TYPES OF REPORTS AND THEIR FUNCATIONALITY?
HOW TO SETUP GOOGLE ANALYTICS GOALS?

RKA
READ KARKE AANA
DIFFERENT ANALYTICAL REPORTS

THANK YOU
FOR PAYING
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GOOGLE ANALYTICS
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Google Analytics Class One

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