This presentation covers methods to set up Google Analytics on your website. It also includes basic terminologies / jargons / concepts that are used throughout Google Analytics
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Introduction to Google Analytics
1.
2. What does Google Analytics do?
It is a powerful tool that analyses:
๏ง Website Traffic
โข Where are visitors coming from
โข How are they navigating through your site
๏ง Conversions
โข Downloads
โข Page Views
๏ง E-commerce
โข Volume of Transactions
โข Success of Transactions (% Complete and % Dropped out of Sales Funnel)
16. Segment
A segment is a subset of your Analytics data. Segments let you isolate and analyze those subsets of data so you
can examine and respond to the component trends in your business..
Session
A session is a group of interactions that take place on your website within a given time frame. A single user can
open multiple sessions. As soon as one session ends, there is then an opportunity to start a new session. There
are two methods by which a session ends: 1) Time Based and 2) Campaign Based
Property
In Google Analytics, a property is a website, mobile application, or blog, etc., that is associated with a unique
tracking ID. A Google Analytics account can contain one or more properties.
View
A subset of a Google Analytics account property that can have its own unique configuration settings. You can
create multiple views for a single property and modify what data shows in each view.
Filter
Filters allow you to limit and modify the data that is included in a view. For example, you can use filters to exclude
traffic from particular IP addresses, focus on a specific subdomain or directory, etc.
Bounce Rate
Bounce Rate is the percentage of single-page sessions (i.e. sessions in which the person left your site from the
entrance page without interacting with the page).
Goal
A configuration setting that allows you to track the valuable actions, or conversions, that happen on your site or
mobile app.
Dimensions & Metric
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.
Segment VS. Filter
21. The Social Relationship
The social web connects people where they share, critique
and interact with content and each other. Social analytics
provides you with the tools to measure the impact of social.
You can identify high value networks and content, track on-
site and off-site user interaction with your content, and tie it
all back to your bottom line revenue through goals and
conversions.
Here's how we see this story:
Sources & Pages: Identify networks & communities where
people engage with your content.
Conversions: Measure the value of social by tracking your
goals, conversions and ecommerce transactions.
Social Plugins: Measure your on-site user engagement.
Social Users Flow: Compare traffic volumes and user traffic
patterns through your site.
27. Conversions
โข Goals โ Set of events that are determined and evaluated
โข E-commerce โ analyse purchase activity on the website
โข Multi-channel Funnels โ depicts the working of marketing channels to create sales and
conversions
โข Attribution - set of rules, that determines how credit for sales and conversions is
assigned to touchpoints in conversion paths
Link: Google Analytics Conversions
29. Google Analytics Solutions โ Premium
โข Google Analytics 360 Suite โ Built
for enterprises.
โข A set of integrated data and
marketing analytics products such
as:
1. Google Analytics 360
2. Google Optimize 360
3. Google Audience Centre 360
4. Google Tag Manager 360
5. Google Data Studio 360
6. Google Attribution 360
31. Dominoโs UK
Issues:
โข Lack of integrated marketing measurement across devices
โข Create a holistic view of customer behaviour
โข Make cross-channel marketing performance analysis easy and efficient
Results:
โข Realized an immediate 6% increase in monthly revenue
โข Saved 80% year-over-year in ad serving and operations costs
โข Increased agility with streamlined tag management
โข Obtained easy access to powerful reporting and customized dashboards
32. 2 Best Practices you should follow
Determine when people
abandon the shopping
carts
How?
GOALS > Create new
GOAL with your URL
destination > Check
funnel use
33. 2 Best Practices you should follow
โข Identify if you need a
mobile site?
โข How?
โข REPORTING > Devices>
Primary Dimension time:
Mobile Device info.
If the average time on site is lower and the bounce rate is higher than your overall
numbers, then we know that youโre losing that much of your mobile traffic.
Link
Conversions โ macro is buying a product
Goals โ download a brochure
View a video
Email subscriptions
Time spent on a webpage
5 goals with 4 sets
Premium cost โ 1500 dollars per year
Dedicated support team, slaโs & faster processing โ 50 custom variables vs 5 custom variables
Competitor- adobe marketing cloud
Data studio option โ only 5 reports available in free version
Segmentation is done via custom variables;
Premium rebranded to 360 suite
Optimizie โ a/b testing
Premium cost โ 1500 dollars per year
Dedicated support team, slaโs & faster processing โ 50 custom variables vs 5 custom variables
Dominos used google analytics 360, google tag manager, google big query
And integration of crm data
76 million pizzas in one year and 766 million revenue
30% increase in online sales and account for 70% of sales
And form mobile phone
First pizza online in 1999
Previously only channel focussed insights were available
Which markeing channel or keyword influence a particular customer segment the most
tags help to get data of customers across applications via the data layer