4 Instant insights You Can Get From Google Analytics

4 Instant Insights You Can

Get From Google Analytics

MashWebby.com

Digital Marketing/Web Agency

How to make the most of Google

Analytics data for smarter marketing

decisions?

Hi there! I’m Zoe Chew


http://www.mashwebby.com/



Zoe…


Founder at

MashWebby.com

Digital marketer

for startups

Startup marketing

training, Web

development, SEO,

Social Media &

Web Analytics

agency

My LinkedIn is

http://bit.ly/2dMjrtp#electronicmusiclover

#codetheweb

I’m here, let’s get in touch!









http://bit.ly/2dMjrtp


Why use Google

Analytics?

MashWebby.comDigital Marketing/Web Agency

Get useful data and learn about user behavior

Track goals and conversions

Understand performance of your marketing channels

Collect traffic source data




However…


Data, data, data, data….

It’s so overwhelming to read

and understand!




Therefore…


I’ll share with you the basics of analyzing Google

Analytics data and how you can become more

data-driven with your online marketing strategy.

Note: Basic setup of Google Analytics will not be covered in this presentation. You can check out

Google Analytics Help Center to read those instructions.




Ready to learn some

analytics skill?

Where visitors are

coming from?

1





We’re going to explore Acquisition report and analyze

traffic source data

Learn how your visitors are acquired

Know where to focus your online marketing effort

Discover which channels drives traffic and conversion

Key insights…





First, navigate to

Acquisition section,

then select

Overview from the

dropdown.

#1 Where visitors are coming from?





This will give you

summary about top

acquisition channels,

i.e. number of users

acquired through

search engine, social

media, site referral,

etc.






In this example, the

top 3 acquisition

channels are

Organic Search,

Social and Direct

channels.






If you click on any

channel links, it

will take you to

details about

each acquisition

channels.






For example,

select Social, you

will see a list of

social network

that brings traffic

to the website.






Example: top 3

social media

channels that bring

the most traffic to

the website are

YouTube, Facebook

and Quora.






To see users

acquired through

specific sources,

click on All Traffic >

Source/Medium






“Source” refers to

the origin of the

traffic, i.e. whether

it’s from a specific

website

(example.com), or

search engine

(Google/Baidu).






“Medium” describes the

general category of the

source – whether it’s

from organic search,

website referral, paid ad

(cpc), affiliate marketing

channel (affiliate).






2


What keywords are

sending traffic to

my website?




We’re going to explore Acquisition report and analyze

search queries data

Method 1: Discover keywords that lead to people

visits through paid search

Method 2: Discover keywords that lead to people

visits through organic search

Key insights…





#2 What keywords are sending traffic to the site

Let’s start with

Method 1 and find

out how paid

search is driving

traffic to your site

Note: use this method if you’ve

already started running AdWords

campaign





Go to Acquisition >

AdWords, then select

Search Queries from

the dropdown



This page will show you

the most popular

keywords people use to

find your website via

Google AdWords

campaign.






In this example, the top

3 keywords through paid

ad campaign are: google

merchandise store,

google merchandise,

and google online store






To the right, you will

see how well each

keyword is performing,

based on its Click-

Through-Rate and

other details such as

total ad cost spent

and Cost per Click







Method 2 is about

finding top

keywords that lead

to people visit via

organic search

Note: you have to link Search

Console (Webmaster Tool) with

Google Analytics to see this report






Go to Acquisition >

Search Console, then

select Queries from

the dropdown menu






This page will show

you the top organic

search keywords from

Google






Unfortunately, in 2011,

Google announced its

decision to encrypt

keyword data to protect

user’s privacy. Therefore,

leaving most of the

keywords data hidden

and listed as (not set).






The best part is, you can

still get some ideas on

what keywords your target

audience is using to find

your brand.





3


Which landing page

do I need to

optimize?




We’re going to explore Behavior report and analyze

users behavior data

Identify pages that end up with the highest bounce

rate

Key insights…





#3 Which landing page do I need to optimize?

Let’s start by looking

at pages with high

bounce rate.


Bouncing occurs when

a visitor views just one

page and then leaves.





Now go to Behavior >

Site Content, then

select All Pages from

the dropdown






Then, sort Bounce

Rate metric by clicking

the column






To get an accurate

view on important

pages, you’ll have to

sort data by selecting

“Weighted” from Sort

Type menu






Now you can clearly

see pages that end up

with high bounce rate


With these data,

identify what causes

people to bounce and

how you can improve

Read more about tips on optimizing landing

page here: http://bit.ly/2dLKHHD




http://bit.ly/2dLKHHD

4


Which sources are

sending bounce traffic

to my website?




We’re going to explore Behavior report and analyze

users behavior data

Identify traffic sources that send the highest bounce

rate to website pages

Key insights…





#4 Which sources are sending bounce traffic?

Another powerful

insights you can get

from Behavior report

is to look at which

traffic sources

contribute to the

high bounce rate






To do this, you will

have to repeat the

previous steps.


Go to Behavior > Site

Content > All Pages

Sort Bounce Rate in

the column, and

select Weighted sort





Type in Source/Medium

in the search boxes

from Secondary

dimension.







After adding

Source/Medium to

Pages report, you

will see top traffic

sources that

contribute to high

bounce rate






In this example,

it’s shown that

youtube.com

(referral) is

sending a lot

bounce traffic to

/home page






E.g.: if you measure against

Pageviews, you’ll notice

even though youtube.com

seems to send bouncing

traffic, it also has the

highest Pageviews among

other pages.

However, it’s important to

measure against multiple

metrics.

Whereas baidu (organic) obtains

lower Pageviews but sends

relatively high bounce traffic to

home page.




Ask a Question?


Founder at

MashWebby.com

Digital marketer

for startups

Startup marketing

training, Web

development, SEO,

Social Media &

Web Analytics

agency

My LinkedIn is

http://bit.ly/2dMjrtp#electronicmusiclover

#codetheweb

I’m here, let’s get in touch!









http://bit.ly/2dMjrtp



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