Google Analytics presentation
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Transcript of Google Analytics presentation
Google Confidential and Proprietary
THINK Digital ForumKitt Gilbert ScottEMEA Manager, Google Analytics Premium
Google Confidential and Proprietary
Building an Analytics Strategy
Google Confidential and Proprietary
Defining a measurement plan
Google Confidential and Proprietary
Business Objectives
Google Confidential and Proprietary
Strategies
Google Confidential and Proprietary
KPI's
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Segments
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Targets
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Using Analytics tools to help
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Analytics Strategy Framework ● What is your organisation trying to achieve?
● Why do you have a website?
● How do they get to your site?
● Who is your audience?
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Site Goals● What is it that you hope your site visitors will do?● How does it connect to your organisation's objectives?● Can be small or large● Can be an action or a behaviour
○ Purchase tickets○ Sign up to a newsletter○ Indicate that they will be visiting the museum○ Make a donation○ View a collection of photos○ Anything else?
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Goals and Goal Funnels● What are Goals?
● Who has Goals?
● Who needs Goals?
● How to implement Goals
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Event Tracking● Pageviews vs. Event Tracking
● Who has event tracking implemented?
● What is an event?
● Who needs event tracking?
● How to implement event tracking
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Traffic Sources● How do people find your site?● What offline and online marketing do you have?● How do these connect to your site goals and audience
segments?● Some examples:
○ Email newsletter○ Poster in the Tube○ Search Engines○ Hand-outs○ Local tourism web sites○ Anything else?
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Campaign Tagging● What is Campaign Tagging?
● Who has Campaign Tagging?
● Who needs Campaign Tagging?
● How to implement Campaign Tagging?
● A special note about AdWords
Google Confidential and Proprietary
Audience Segments● What are the different personas that visit your site?● How are they associated with your site goals?● Can be defined by behaviour or demographics● Some examples:
○ Tourists who might come to visit○ Locals that are interested in events○ Researchers and Students○ Members○ Your Co-workers○ Anything else?
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Custom Variables● Who has Custom Variables implemented?
● What are Custom Variables?
● What can they be used for?
● Who needs Custom Variables?
● How to implement Custom Variables
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Advanced Segments● What are Advanced Segments?
● Who has Advanced Segments?
● Who needs Advanced Segments?
● How to implement Advanced Segments
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Collecting the Data
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Tagging: CollectionA Brief Overview of How Google Analytics Works
Can you find your Google Analytics tag on your pages?
What does it look like?
What is it doing?
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TroubleshootingFinding bad data:
● Self-Referrals
● Direct Traffic
● Internal Traffic
● Un-Tagged Campaigns
Google Confidential and Proprietary
???
Questions?
Google Confidential and Proprietary
Thank You!