2. WHAT WE DO
SEO PAY PER CLICK(PPC)STRATEGY ANALYTICS & CRO
SOCIAL MEDIA PUBLIC RELATIONS DISPLAY
ADVERTISING
CONTENT
MARKETING
3.
4. TODAY’S MENU
1. What is Google Analytics?
2. Build a Measurement Plan
3. Best Practice Account Set-up
4. Key Reports
5. Report Tips
6. Google Tag Manager
7. Questions
5. OBJECTIVES
1. Get accurate data
2. Have a clear measurement plan
3. Identify the reports relevant to your
business
4. Know what you can do and what
you need the developer to do
5. Be more confident in using the tool
6. Use the tool
15. My Business Exists To…Tactics
Strategy: Engage
Users
KPIs
Get more leads Increase online sales
Segments
Marketing channel (search, ppc, email, social)
New vs Returning Visitors
Geography (For brick & mortar businesses)
Drive
Store
Visits
Strategy: Sell
Products
Sell Online
Recency /
Frequency
Social Shares
Drive
Blog
Engagement
Revenu
e
£
Avg.
order
value: £
Find store
location
Printed
Coupon
PLANNING PROCESS DETAIL
23. On two occasions I have been asked, "Pray, Mr. Babbage, if you put into
the machine wrong figures, will the right answers come out?" ... I am
not able rightly to apprehend the kind of confusion of ideas that could
provoke such a question.
—Charles Babbage, Passages from the Life of a Philosopher - 1864
29. SET-UP 3 NEW VIEWS
https://support.google.com/analytics/answer/2649553?hl=en
30. UNFILTERED, TEST
& MASTER VIEWS
https://support.google.com/analytics/answer/2649553?hl=en
• Unfiltered – Raw data
• Test – Apply filters /
changes here and test
• Master – Your working
filtered account
40. AUDIENCE
OVERVIEW
• Start point in
GA
• Overview of
traffic report
https://support.google.com/analytics/answer/1012034?hl=en
41. DEMOGRAPHICS
&
INTERESTS
• Enable setting in Admin
• Better understand your
audience segments
• Not all visitors included
• Update privacy settings
https://support.google.com/analytics/answer/2799357?hl=en-GB
63. SEARCH ENGINE
OPTIMIZATION
• Brand vs Non-
Brand
• Average Position
• Click Through Rate
(CTR)
https://support.google.com/webmasters/answer/1120006?hl=en
70. BEHAVIOUR
• Which page are most
popular
• Which pages are valuable
• Which website sections
are popular
• Drill downs through
sections
• Top landing pages
https://analyticsacademy.withgoogle.com/course01/unit?unit=5&lesson=5
72. SITESPEED
• Watch out for slow
browser load times
• Test in
www.webpagetest.or
g
• Follow Google’s
speed suggestions
73. • Understand what customers are looking for
• Create new content based on customer
searches
• Optimise navigation elements
SITE SEARCH
View Keywords Customers Enter On Your
Website
https://support.google.com/analytics/answer/1012264
74. EVENTS
Track Key Interactions on your site
https://support.google.com/analytics/answer/1033068?hl=en
• Track Downloads
• Video Plays
• AJAX calls
• Outbound Clicks
76. GOALS
• Destination URL –
registration
completion page
reached
• Time based - 5
minutes on site
• Event fired – video
play, link click
• Always assign ££
values
https://support.google.com/analytics/answer/1012040?hl=en
77. GOALS
• Set-up in Admin
section of GA
• Use template or
custom setting
• Follow process
• Max 20 per view
https://support.google.com/analytics/answer/1012
040?hl=en
78. GOALS
• Name the goal
• Set type
• Next Step
https://support.google.com/analytics/answer/1032415?hl=en
79. GOALS
• Set Destination
• Give a value
• Verify goal to test it
works
• Or test in real time
report
https://support.google.com/analytics/answe
r/1032415?hl=en
80. GOALS
• Use Reverse Goal
Path to see user
journey to conversion
• Use Funnel
Visualisation to see
main pages leading to
conversion
• Set-up goal funnels to
optimise conversion
https://support.google.com/analytics/topic/1631741
82. E-COMMERCE
• Ask your developer to set-up product tracking
• Turn E-Commerce on in view admin settings
• Enable Cross Domain Tracking if using third party payments
https://support.google.com/analytics/answer/1009612?hl=en#Enable
83. E-Commerce
• Compare product
sales by date
• Transactions (and
upsells) by ID
• Discover sales
cycle length
https://support.google.com/analytics/answe
r/1037249?hl=en
85. MULTI FUNNEL
REPORTS
• See how different channels
contribute to conversions
• See channels ‘assisting’
conversions
• View top combinations of
channels leading to
conversions
• See time from first engagement
to conversion
https://support.google.com/analytics/answer/119118
0?hl=en
95. ANNOTATION TIPS
• Document changes to the
website
• Document campaign
launches
• Ask third parties to document
their work
• Note causes of spikes or
drops
96. KEY REPORTING FEATURES -
SEGMENTS
https://support.google.com/analytics/answer/3123951?hl=en
97. KEY REPORTING FEATURES -
SEGMENTS
https://support.google.com/analytics/answer/3123951?hl=en
98. KEY REPORTING FEATURES –
SEGMENTS ALL SESSIONS VS
ORGANIC
https://support.google.com/analytics/answer/3123951?hl=en
100. FILTER TIPS
• Start simple and
refine
• Use the advanced
selector to build more
complex queries
https://support.google.com/analytics/answer/1034836?hl=en
103. SHARE DATA
• Email
• CSV, XLSX, PDF,
Google Sheets
• Daily, Weekly,
Monthly
• For X period
• Export
https://support.google.com/analytics/answer/1038573?hl=en
104. KEY REPORT
ACQUISITION
CHANNELS
• Find out where the
traffic comes from
• Plot rows to visualize
• Channel performance
• Drill into data by
clicking channel
grouping links
106. Google Tag Manager
• Less requirement for web developers to deliver
code changes for tracking
• Manage all tracking tags in one place online
• Enhanced Ecommerce tracking provides detailed
reporting on every facet of shopping and
purchasing behaviour, e.g. which products were
seen, added or removed from cart, initiated,
abandoned and completed transactions
https://support.google.com/analytics/answer/6014841?hl=en
107. Resources
Everyone was a beginner at some
stage. In every sector, everyday
there’s someone starting out who
wants to pick up the basics as
quickly and painlessly as possible.
Google Chrome
Google Tag Assistant
Google Analytics Debugger
Digital Analytics Fundamentals
108. SEO KPIs
Types of Goal
– Engagement
– Conversions
– Visibility
– Reputation
– Credibility and status
– Market leadership
– Competitive advantage
KPI’s
– Organic traffic
– Visitor numbers
– Volume of traffic achieved based
on keywords
– Click-Through-Rates
– Downloads
– Conversions
– Sales
– Website engagement etc.