Google Analytics - OptSus Marketing

Google Analytics
If the metrics you are looking at aren't useful
in optimizing your strategy - stop looking at
them.
- Mark Twain

Topics
● Creating a Google
Analytics account
● Setting up and deploying
the Google Analytics
tracking script with and
without Google Tag
Manager
● Recording speciﬁc events
● Understanding your
audience
● Understanding the Google
Analytics interface
● Understanding Google
Analytics metrics and
setting benchmarks
● Using standard reports
● Creating custom reports

Frank Jones
● Built my ﬁrst website,
professionally, in 1999
● Organize the Raleigh SEO
Meetup and Raleigh SEO
Conference
● Host WordPress Help Desk
events in RTP
● Marketing consulting
focused on Conversion Rate
Optimization (CRO)

Questions
1. What is your name?
a. Tell us something interesting about yourself.
2. What do you want to do with the information from this class?
a. How will you apply what you learn today?
3. Do you have Google Analytics installed on a website now?
a. How familiar are you with Google Analytics (1-10)?
4. What made you decide to take this class?

571 Pages!
In just one day!
Google Analytics Breakthrough: From Zero to Business Impact
$26 - $37

What is Google Analytics?
According to Google…
“Google Analytics lets you measure your advertising ROI as well as
track your Flash, video, and social networking sites and
applications.”

What can Google Analytics do for me?
● see how your website is being used
● tell you who is visiting your site
○ from where they’re coming
○ how long they’re staying
○ what they’re viewing while on your site
○ where they’re going when they leave your site
● tell you if users are using IE, Chrome, Firefox or another
browser

What can Google Analytics do for me?
● tell you if users are accessing your site from their iPad, iPhone,
Samsung Galaxy S5 or some other device
● management can see how the site is being used and if it aligns
with their goals
● set goals and track how site changes affect these goals
● IT can use the data for troubleshooting
○ track down broken links
○ spot pages that exceed expected run times like videos or
audio links
Chapter 2

Create a Google Analytics Account
You must have a Google Analytics account in order to see your
page data. If there is already a Google Analytics account, the
administrator can give you access using your Gmail email address.
This is the login you will use to access your Google Analytics
account.
Chapter 4
Who has access to the account? Chapter 3

Go to https://analytics.google.com/

Tracking ID
Select Get Tracking ID (There is a unique tracking ID associated
with each website.)
Your statistics will start being tracked once your tracking ID has
been added to your website.

Tracking Codes, Tag
Manager, & URL Builder

Google Analytics
Tracking Code
Installing your tracking pixel
Chapter 4
In this section, we will:
1. Learn about the
a. tracking code
b. tracking ID
c. tracking pixel
2. Find your tracking ID
3. Discuss a few ways to
install your tracking code
on your website
a. WordPress plugin
b. WordPress child
theme
c. Add code to your site
<HEAD> tag

Pixel
Visit this URL to see a tracking pixel
https://www.google-analytics.com/__utm.gif

Analytics Tracking ID
Go to http://analytics.google.com/
Select ADMIN in the lower left corner

Select Tracking Info from the Property column

Select Tracking Code after expanding Tracking Info

Copy the tracking info to each page you want to be tracked. This is
usually every page in your website.

WordPress Plugin
1. Visit https://wordpress.org/plugins/
2. Search for “Google Analytics”
3. Choose your favorite plugin
a. Popular - MonsterInsights
b. My Choice - Google Analytics by WebKinder
c. My Choice - Analyticator
d. Local - All In One SEO Pack
4. Install and conﬁgure the plugin

WordPress Child Theme
1. Every WordPress site should be built using a child theme.
2. Read about child themes in the Codex (user manual for
WordPress)
a. https://developer.wordpress.org/themes/advanced-topics/
child-themes/
3. Simply add the tracking code to the header.php ﬁle before the
</head> tag

Add code to your site <head> tag
The tracking code must be added to the <head> tag on every page
of your website which you want to track.
Let’s look at where that is:
1. Visit Google.com
2. Right click on the page and select ‘View page source’
3. Use CTRL+f to ﬁnd “<head>” in the code

Google Tag
Manager &
Google Analytics
Installing your tracking pixel,
and other tracking pixels, using
Google Tag Manager
Chapter 5
1. Brieﬂy discuss Google Tag
Manager
2. Review how to use Tag
Manager to install your
Google Analytics pixel
3. Mention other tracking
pixels you can implement
with Tag Manager

What is Google Tag Manager?
Google says...
Google Tag Manager is a tag management system (TMS) that
allows you to quickly and easily update measurement codes and
related code fragments collectively known as tags on your website
or mobile app. Once the small segment of Tag Manager code has
been added to your project, you can safely and easily deploy
analytics and measurement tag conﬁgurations from a web-based
user interface.

Common tracking pixels that work with
Google Tag Manager
● Google Analytics
● Facebook
● Twitter
● LinkedIn
● Over 80 tag templates
○ https://support.google.com/tagmanager/answer/6106924

How to setup your Google Analytics
pixel with Google Tag Manager
Step-by-step guide provided by Google
https://support.google.com/tagmanager/answer/6107124

URL Builder for
Google Analytics
Installing your tracking pixel,
and other tracking pixels, using
Google Tag Manager
Chapter 7
1. Review how tracking
codes are used in
marketing campaigns
2. Discuss the tracking
parameters
a. utm_source
b. utm_medium
c. utm_campaign
d. utm_term
e. utm_content
3. Create an example
campaign URL

How are tracking codes used?
● utm_source
● utm_medium
● utm_campaign
● utm_term
● utm_content

User Accounts
How do I share this information
with the team?
Chapter 9
In this section, we will cover:
1. Why you should not share
one login?
2. How to properly share data
with other users

Basic Security Policies
1. Use a strong password
2. Do not share accounts
3. Manage access to information based on roles

Share Google Analytics
1. Click Admin, and navigate to the desired
account/property/view
2. In the Account, Property, or View column (depending upon
whether you want to add users at the account, property, or
view level), click User Management
3. In the Account users list, click +, then click Add new users
4. Enter the email address for the user's Google Account
5. Select Notify new users by email to send a message to the
user
6. Select the permissions you want
7. Click Add

Metrics
What is a “user” and how do
they “bounce”?
Chapter 2
In this section, we will deﬁne:
1. Audience
2. Acquisition
a. Users
b. Sessions
c. New Sessions
3. Behavior
a. Pageviews
b. Unique Pageviews
c. Pages/Session
d. Average Session
Duration
e. Avg. Time on Page
f. Bounce Rate
4. Conversions
a. Goals

Audience
In this section, you will ﬁnd information about who visits your site
and their demographics. In addition, you can ﬁnd the number of
views your content receives.

Acquisition
In this section, you will see how users are getting to your site. Did
they come from advertisements, organic search, direct URL, or
referral links from other websites?

Users
The actual visitors to your website are the users. Each user is
measured as having at least one session on your website.
A person that visits multiple pages is counted as one user.

Sessions
Google says this is…
“the period time a user is actively engaged with your website, app,
etc.”
The moment a user arrives at your website, the session begins. It
includes all of the actions they take during that session (visit to the
site). One user can have multiple sessions — the session expires
after 30 minutes of inactivity (by default), or at midnight. If needed,
Google does give you the ability to adjust this time frame.

New Sessions
Estimate of your ﬁrst-time visits from users.
This is an estimate because a user could clear their cookies, use
another computer, or visit the website in another way which makes
this count inaccurate. However, these situations are rare.

Behavior
In this section, you can see trends of what users are doing while
they’re on your website.

Pageviews
The total number of times your website’s pages are viewed. When
a page is viewed more than once in a session, each view counts
towards this number.
This is similar to the pageview counter that was popular in the 90s.
Who else remembers these things?

Unique Pageviews
This metric only counts a pageview once per user session, even if
the users refreshes the page repeatedly. This provides you with a
clearer picture of engagement for that page.

Pages/Session
The average number of pages viewed during a session.
This is a great way to gauge if your audience is browsing through
your website or just looking at 1 - 2 pages before leaving.

Average Session Duration
The average length of sessions in your data range dates.
How long are people staying on your site?
Did they visit one page, but that page had a 20 minute video which
they watched until the end?

Avg. Time on Page
The average time users spend on a speciﬁc page.
Some pages take longer to read than others. This is a good way to
learn if people are reading the content or just skimming the
headlines.

Bounce Rate
Measures single-page visits. This is when users entered and exited
your site from the same page.
This may not be a bad thing, but it is generally a good strategy to
keep people on your site.

Conversions
In this section, you can track if users complete goals you set on
your website.

Goals
Actions you have deﬁned as activities you want visitors to your site
to complete.
Common examples are:
● Make a purchase
● Download a ﬁle
● Complete a form
● Watch a video
● Remain on the page or scroll through the content
● More about goals can be found through the link below
○ https://support.google.com/analytics/answer/1012040
Chapter 8

Benchmarks
How does this site measure up?
Chapter 7
1. Learn how to enable
benchmarking
2. View industry
benchmarking
3. View historical benchmark
data for the same site

Enable Benchmarking
1. Log in your Google Analytics account
2. Go to Admin
3. Open Account Settings
4. Ensure that the “Benchmarking” box is checked

View Industry Benchmarking
2. Go to Audience
3. Find Benchmarking and select
a. Channels
b. Location
c. Devices
4. Choose your
a. Industry
b. Country
c. Size by daily sessions

Historical Benchmarking
2. Open any report
3. Click on the date in the upper right corner
4. Check the “Compare to” box
5. Set the Date Range
6. Set the Compare to dates
7. Click Apply

Standard Reports
What’s on the Home screen
and in the sidebar?
Chapter 2
In this section we will:
1. Review the Home screen
2. Look at reports in the
sidebar

Custom Reports
Make a report, dashboard, and
alert to match your marketing
objectives.
Chapter 11
1. Look in the customization
section
2. Create a custom
dashboard
3. Create a custom report
4. Create a custom alert

Your Reports
Let’s look as what you can
share with the class.
1. Split into groups and look
at some reports
2. I will come around to
answer questions and help
with creating reports

Frank Jones
Frank@OptSus.com
https://www.linkedin.com/in/frankcjonesjr/

Google Analytics - OptSus Marketing

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