Google Analytics 101 - Manchester Metropolitan University Business school

Google Analytics 101

by !

Manuel da Costa Web Analytics & Conversion Optimisation Consultant at Digital Tonic

11th February 2014 @ Manchester Metropolitan University

DIGITAL TONIC

About me

DIGITAL TONIC

Conversion Rate Optimisation & Web Analytics Consultant

DIGITAL TONIC

@digital_tonic

Helping businesses understand their visitors better and improving online sales & signup conversions

Analytics & It’s role!!What is Google Analytics !Setup & Installation !Cookies !The User Interface !Terminology !

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The ABC’S of GA !Dashboards !Goals & Conversions !Event Tracking !Campaigns !Segments

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DIGITAL TONIC

What we will learn today

DIGITAL TONIC

Analytics & It’s role !What is Google Analytics!!Setup & Installation !Cookies !The User Interface !Terminology !

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DIGITAL TONIC

A simple easy to use tool to measure how visitors interact with your website

It’s Free!

DIGITAL TONIC

Analytics & It’s role !What is Google Analytics !Setup & Installation!!Cookies !The User Interface !Terminology !

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DIGITAL TONIC

Setup & Installation

Make sure you have a Google account

Go to http://www.google.com/analytics

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http://www.google.com/analytics

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Test if your installation works!!

Check Realtime Data

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GA will not work if -!!

User disables cookies !

User disables javascript !

Javascript error on webpage before GA has loaded

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Don’t track yourself or members of your organisation

Find your IP address on http://whatismyipaddress.com/

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http://whatismyipaddress.com/

Analytics & It’s role !What is Google Analytics !Setup & Installation !Cookies!!The User Interface !Terminology !

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DIGITAL TONIC

Cookies

Google Analytics uses first party cookies

• Determine which domain to measure • Distinguish unique users • Remember the number and time of previous visits • Remember traffic source information • Determine the start and end of a session • Remember the value of visitor-level custom variables

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ANONYMOUS

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Analytics & It’s role !What is Google Analytics !Setup & Installation !Cookies !The User Interface!!Terminology !

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DIGITAL TONIC

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Who your visitors are / Where they are located in the world/

Mobile or desktop / What browser they were using / How they interacted with the site

Where they came from? / What channel - Organic? Social?../ How are campaigns performing? /

What keywords did they use?

What pages were viewed / Which landing pages were most effective/

What content engaged most visitors / Were there any triggered events on the site?

What is the conversion rate for each goal? / What does the conversion funnel look like?/

Ecommerce product performance /

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Analytics & It’s role !What is Google Analytics !Setup & Installation !Cookies !The User Interface !Terminology!!

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DIGITAL TONIC

Terminology• Session - the period of interaction between the browser and GA.

• Visitor - Uniquely identified by GA which assigns it a random ID to the browser.

• Unique Visitors - count of all the unique visitor IDs in a given time frame

• Visits - a count of all sessions in a given time frame

• Pageviews - a count of all pages viewed. (repeated views are also counted)

• Time on page - If user visits Page A and then goes to Page B, then time on page A will be [timestamp of Page B] - [timestamp on Page A]

• Bounce rate - Percentage of users with only 1 interaction. If user visits Page A and then leaves this is counted as a bounce.

Analytics & It’s role !What is Google Analytics !Setup & Installation !Cookies !The User Interface !Terminology !

!!!

The ABC’S of GA!!Dashboards !Goals & Conversions !Event Tracking !Campaigns !Segments

!

DIGITAL TONIC

DIGITAL TONIC


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The ABC’S of GA !Dashboards!!Segments !Event Tracking !Goals & Conversions Campaigns !

DIGITAL TONIC

DIGITAL TONIC


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The ABC’S of GA !Dashboards !Goals & Conversions!!Event Tracking !Campaigns !Segments !

DIGITAL TONIC

DIGITAL TONIC

DIGITAL TONIC

Completed a purchase !

Submitted a form !

Spent time on a page !

Triggered an event (eg Viewed a video)

YOUR GOALS MUST LINE UP WITH BUSINESS KPI’s

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Under admin click goals Create new goal

Enter details of goal & value

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The ABC’S of GA !Dashboards !Goals & Conversions !Event Tracking!!Campaigns !Segments

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DIGITAL TONIC

DIGITAL TONIC

Event Tracking !!

PDF Downloads !

Form submissions !

Button clicks !

Pressing play/pause in an embedded video

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Syntax: !!

_gaq.push ([‘_trackEvent’,’event category’,’event action’,’event label’, event value]);

<a href=”http://www.abc.com/cro-beginners-guide.pdf” onClick=”_gaq.push ([‘_trackEvent’,’guides’,’download-cro’,’cro-beginners-guide.pdf’,10]);”>Download

CRO Beginners Guide</a>

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DIGITAL TONIC

Universal Analytics (currently in public beta)

ga('send', 'event', 'category', 'action', 'label', value);

<a href="tel:+441614520486" class="tiny button" onClick="ga(‘send’, ‘event’, ‘button’, ‘clicked’, ‘call button’);")> CALL DIGITAL TONIC </a>


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The ABC’S of GA !Dashboards !Goals & Conversions !Event Tracking !Campaigns!!Segments

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DIGITAL TONIC

DIGITAL TONIC

How users discover your website beyond referrals and search engines

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CUSTOM CAMPAIGN TAGS

UTM_SOURCE* !

UTM_MEDIUM* !

UTM_CAMPAIGN* !

UTM_TERM !

UTM_CONTENT

FEBRUARY_NEWSLETTER !

EMAIL !

WINTER_SALE !

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http://bit.ly/urlbuilder-ga

Build your custom URLs with GA URL builder

http://bit.ly/urlbuilder-ga

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DIGITAL TONIC

CUSTOM CAMPAIGN TAGS

UTM_SOURCE* !

UTM_MEDIUM* !

UTM_CAMPAIGN* !

UTM_TERM !

UTM_CONTENT

Yahoo !

cpc !

WINTER_SALE !!

keyword !

content of the ad !

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The ABC’S of GA !Dashboards !Goals & Conversions !Event Tracking !Campaigns !Segments!

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DIGITAL TONIC

DIGITAL TONIC

Aggregate data doesn’t give you the full story

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DIGITAL TONIC

Want the slides?

bit.ly/ga-mmutalk-2014

http://bit.ly/ga-mmutalk-2014

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Want even more?

bit.ly/ga-workshop-2014Register your interest for a more detailed Google Analytics Workshop

http://bit.ly/ga-workshop-2014

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THANK YOU

www.digital-tonic.co.uk

@digital_tonic

[email protected]

http://www.digital-tonic.co.uk?utm_source=mmu_talk&utm_medium=slidedeck&utm_campaign=talks

mailto:[email protected]

Google Analytics 101 - Manchester Metropolitan University Business school

Business

Transcript of Google Analytics 101 - Manchester Metropolitan University Business school