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The basics (and best bits) of Google Analytics - 2017 Edition

This top line mini-guide provides readers with a jargon-free summary of Google Analytics in 2017 and how to get started with it as a tool. It is recommended for newbies and beginners.

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The basics (and best bits) of Google Analytics - 2017 Edition

  1. 1. The basics (and best bits) of Google Analytics A jargon-free mini-guide Adam Vincenzini August 2018
  2. 2. Introduction Google Analytics, at its core, provides users with data about website performance. It isn’t perfect, especially when used in isolation. But, it can help you make informed decisions that can contribute to continuous improvement. This document provides you with an overview of what it can do and how you can use the best bits to your advantage.
  3. 3. Who and why?
  4. 4. Who and why? Google Analytics is used by: Ecommerce Professional services Government News / media Info portals Bloggers
  5. 5. Who and why? The ‘why’ can vary, but here are some examples: To better understand content cut through To improve user experience To measure impact of campaigns To help sell advertising To sell more products To improve lead generation efforts
  6. 6. Who and why? The ‘why’ for agencies: Insights to inform strategy Track results and impact Improve and optimise performance
  7. 7. What can it uncover? (The best bits)
  8. 8. The good stuff Google Analytics can tell you a lot, including: Visits / sessions Time spent Visitor locations Traffic sources Devices used Popular content Conversions Social media impact Your data ‘cocktail’ will be influenced by the goals you’ve set for your site. (more on that later)
  9. 9. Your dashboard: Home You can customise this part of Google Analytics to give you a snapshot view of the data that is most important to you.
  10. 10. Your dashboard: Home
  11. 11. Your dashboard: Home
  12. 12. Your dashboard: Home
  13. 13. Your dashboard: Home
  14. 14. Digging deeper The ‘snapshot’ dashboard is great, but you’ll often want to dig a little deeper. But, be warned, it can be like going down a rabbit hole. Here are some of the more useful ‘deeper’ areas…
  15. 15. Acquisition Acquisition data is important because it tells you where your visitors have come from. If your aim is to increase visits then understanding which sources are generating the least traffic is an insight that might inform your future activity.
  16. 16. Acquisition Visits with no referring website. A visit that started with a search engine query.. A visit to your site from another site that isn’t a search engine e.g. news site. Traffic generated from a social media post ‘click’ e.g. Facebook. A visit from a paid search result. Affiliates are normally only a source of traffic for ecommerce websites. Visits from digital advertising e.g. banner ads. Traffic that doesn’t reflect the above criteria / sub-catoegories.
  17. 17. Acquisition: Referrals
  18. 18. Acquisition: Referrals
  19. 19. Acquisition: Organic search In 2011, Google Analytics turned off it’s most loved feature: Organic search insights. This data could tell you which keyword phrases people were using to find you. Now, only a raw number is provided. However, a tool called Google Search Console has bridged the gap (slightly) and is worth investigation once you’ve mastered the basics of Google Analytics.
  20. 20. Behaviour Behaviour data is important because it tells you what your visitors are looking at / engagng with. In most cases, there will be pages that you want people to view more than others and this data can help you achieve these goals.
  21. 21. Behaviour
  22. 22. Live demonstration
  23. 23. Getting started
  24. 24. Getting familiar… Visit the Google Analytics demo account Set yourself a fictional goal Review selected metrics against that goal 1 2 3
  25. 25. Additional resources
  26. 26. Read, watch and listen…
  27. 27. @adamvincenzini