Drive Your Businesswith Google Analytics

Drive Your Business with Google Analytics

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Terminology

Basic Terminology 1

¡  Dimensions—A dimension is a descriptive attribute or characteristic of an object that can be given different values. Browser, Exit Page, Screens and Session Duration are all examples of dimensions that appear by default in Google Analytics.

¡  Metrics—Metrics are individual elements of a dimension that can be measured as a sum or a ratio. Screenviews, Pages/Session and Average Session Duration are examples of metrics in Google Analytics.

¡  Sessions—A session is the period of time a user is actively engaged with your website, app, etc., within a date range. All usage data (Screenviews, Events, Ecommerce, etc.) is associated with a session.

¡  Users—Users who have had at least one session within the selected date range. Includes both new and returning users.

¡  Pageviews—Pageviews means the total number of pages viewed. Repeated views of a single page are counted.

¡  Pages/Session—Pages/session (Average Page Depth) is the average number of pages viewed during a session. Repeated views of a single page are counted.

¡  Avg. Session Duration—The average length of a session.

¡  Bounce Rate—Bounce rate is the percentage of single-page visits (i.e., visits in which the person left your site from the entrance page without interacting with the page).

Basic Terminology 2

¡  New Sessions—An estimate of the percentage of first-time visits.

¡  Goals—Goals let you measure how often users take or complete specific actions on your website.

¡  Conversions—Conversions are the number of times goals have been completed on your website.

¡  Campaigns—Campaigns (also known as custom campaigns) allow you to add parameters to any URL from your website to collect more information about your referral traffic. https://support.google.com/analytics/answer/1033867?hl=en

¡  Acquisition—Acquisition is how you acquire users.

¡  Behavior—Behavior data helps you improve your content.

Overwhelmed by data

Your Measurement Plan

1.  Your Business Objectives

2.  Website Goals for each Objective

3.  Key Performance Indicators (KPIs)

4.  Your Targets

5.  Create Reports & Segments

Identify Your Objectives

What are the objectives of your website?

Generate Leads Generate Revenue

or something else?

Your Objective’s Goals



Website Goal:

Capture Leads

Website Goal: Sell Promo Tickets

Website Goal:

Provide Valuable Content

Your KPIs



Website Goal:

Capture Leads


Website Goal:


KPI: #Downloads

KPI: Conversion to signup

KPI: Conversion

rate

KPI: Cost per

acquisition

Your KPIs



Website Goal:

Capture Leads


Website Goal:


KPI: #Downloads

Target: 150/month

KPI: Conversion to signup

Target:

50/month

KPI: Conversions

Target:

100/week

KPI: Cost per

acquisition Target:

£5 per sale

Reports & Segments to Analyse


Generate Leads Generate Revenue Website Goal:

Capture Leads


Website Goal: Provide

Valuable Content

KPI: #Downloads

Target: 150/month

KPI: Conversion to

signup Target:

50/month

KPI: Conversions

Target: 100/week

KPI: Cost per

acquisition Target: £5 per sale

Reporting: Traffic Sources

Events

Reporting: Traffic Sources

Goals

Reporting: Ecommerce Tracking

AdWords

Analyse Your Data

¡ Where can we make improvements?

¡ Are there any traffic sources performing better than average?

¡ Does time of day, type of technology or geography matter?

¡ What patterns stand out?

Identify the star performers

Take action on poor performers

Starting Out

Creating A New Account

https://support.google.com/analytics/?hl=en#topic=3544906

The Google Analytics Interface

Key Reports

All Traffic Report Acquisition > All Traffic


What it shows: Where your traffic & conversions come from.


How to use it: Identify where your key traffic sources & your weak performers.

What is this telling us?


How to use it: Where is your quality traffic coming from?


How to use it: Dig into the detail and look for patterns


How to use it: Compare data to look for opportunities to improve

Funnel Vision

Goals

¡  Easiest way to track conversions ¡  Newsletter signups

¡  Downloads

¡  Purchases

¡ No coding required

¡ Doesn’t capture revenue values

https://support.google.com/analytics/answer/1032415?hl=en&ref_topic=1007030

Goal Funnel

What it shows: The flow of visitors through a specific part of your site.

Conversions > Goals > Funnel Visualization

Goal Funnel

How to use it: Look at drop off points. What can you do to prevent them?

Conversions > Goals > Funnel Visualization

Show Me The Money

Ecommerce Tracking

¡  Track revenue, transactions, product sales & more

¡  Requires code changes on your site

https://support.google.com/analytics/answer/1009612?hl=en

Ecommerce Product Performance Conversions > Ecommerce > Product Performance

What it shows: Lets you see how well individual products are performing.


How to use it: Spot best & worst performing products Opportunities to increase order quantities


How to use it: Drill into individual products to see if there are any sales performance patterns


How to use it: Drill into individual products to see if there are any sales performance patterns

It’s The Content That Matters

All Pages Report Behavior > Site Content > All Pages

What it shows: The most visited pages on your site.

All Pages Report Behavior > Site Content > All Pages

How to use it: Inform your content strategy Understand what content appeals to your audience Investigate high bounce rates & exits

What is Bounce Rate?

Enter site on page A

Leave site on page A

When is it an Exit & not a Bounce?

Enter on page A

Go to page B

Exit on page B

Landing Pages Report Behavior > Site Content > Landing Pages

What is it: Identifies where people enter your website Shows how visitors react based on the landing page


How to use it: Are your entry pages what you expect? Do they give the best impression of your business?


How to use it: Which pages have above of below average performance on bounce rate, page views or visit duration?

Let’s Get Social

Social Overview Report Acquisition > Social > Overview

What is it: Identifies traffic and conversions from social platforms

Social Overview Report Acquisition > Social > Overview

What is it: Identifies traffic and conversions from social platforms

Going Mobile

Mobile Overview Report Audience > Mobile > Overview

What is it: Highlights the performance of traffic to your site via different devices

Mobile Overview Report Audience > Mobile > Overview

How to use it: Identify issues with different device types Highlight possible site development requirements

Spot The Difference

Segmenting Your Reports

What is it: Probably the most important aspect of reporting Allows you to see how different types of traffic perform

All Traffic View Filtered by Segments

Landing Page Report Filtered by Segments

The Need For Speed

Page Timings Report

What is it: Highlights slow loading pages which could impact SEO & user experience

Page Timings Report

How to use it: Evaluate any pages that are taking longer than average to load

Behavior > Site Speed > Page Timings

Speed Suggestions

How to use it: Ask your developer to identify and fix speed related issues where possible

Behavior > Site Speed > Speed Suggestions

Are You Engaging Enough?

Engagement Reports Audience > Behavior > Engagement

What is it: Shows how long visitors are staying on your website


How to use it: Identify how many visitors leave nearly instantly


How to use it: Use segments to see how different traffic types compare

More Possibilities with Custom Reports

Create Reports Specific to your Business

Show a Return on Your Blog

https://www.google.com/analytics/web/template?uid=q2wTA0frQ9msW3TZPefRtQ Remember to edit the Filter for this to work for your site.

Stop Wasting Money

https://www.google.com/analytics/web/template?uid=SlziKUKGRvuX0Pwe1SXDbA Remember to edit the Filter for this to work for your site.

Custom Report Templates

SeanClark.com

@SeanClark

01379 330330

Marketing

Drive Your Businesswith Google Analytics