3. What is Google Analytics?
- Ad Campaigns
- Referrals
- Social media
- Desktop and mobile
- Onsite behavior
- Conversions
- Sales
- Site performance
Where did users
come from?
What they did on
my website?
4. What is Google Analytics?
How much did users that
came from my AdWords
campaign spent on my
website?
Does my Facebook page
generated traffic for my
website?
Did the coverage of my
startup on TechCrunch
generated signups?
Do users from France sign
up for my service more
often than users from
Germany?
8. How does it work?
<script>
(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){
(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),
m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)
})(window,document,'script','https://www.google-analytics.com/analytics.js','ga');
ga('create', 'UA-XXXXXXX-1', 'auto');
ga('send', 'pageview');
</script>
9. Before we begin
Google Analytics that is not configured
for your needs is a useless piece of
JavaScript
10. Opening account
1. Sign up for GA with your Google Account:
https://google.com/analytics
2. Install Google Analytics script to the <head> section
of your website (it should be fired on every page)
3. Filter out your own traffic, not to mess up the data
14. Where we are now
At this point you will be able to
understand (at a high level)
where users come from
15. Create a measurable goal
Define what is the “goal” of your website:
- Ecommerce sale
- Software signup
- “Contact us” form completion
- “Install App” click
- Whitepaper download
Can be anything that happens on your website!
16. Create a measurable goal
“Thank you for registering on our website!”
www.website.com/thankyou.html
If a user reaches this page then it means that she has
successfully opened an account on my website.
19. Where we are now
At this point you are be able to
understand (at a high level)
+ where users come from
+ are able to measure if they sign up on
our website
24. Create a measurable goal
Digging into the data:
- Which channels bring most signups?
- Which channels have the highest conversion rate?
- Which channels have the lowest Cost per Acquisition?
Acting on the data:
- Shall we spend money on AdWords at all?
- How do I get more referral traffic, which converts
awesomely?
- Shall we move our budget from AdWords to Facebook, as
the later has lowest CPA?
25. Where we are now
At this point you are be able to
understand (at a high level)
+ where users come from
+ are able to measure if they sign up on
our website
+ can understand, which channels are
most efficient for us
26. Where we are now
At this point you are be able to
understand (at a high level)
+ where users come from
+ are able to measure if they sign up on
our website
+ can understand, which channels are
most efficient for us
30. More advanced AdWords tracking
Linking AdWords and Analytics accounts allows:
- Getting data on impressions, clicks, CTR, spend, CPA
- Tracking performance of campaigns
- Tracking performance of keywords
- Tracking specific ads
If you spend money on AdWords this is a must!
31. More advanced Social Media tracking
Knowing that Traffic came from «Facebook» is useless!
- Did it come from our Facebook page?
- Did it come from users sharing our content?
- Did it come from our Facebook Ads campaign?
32. More advanced Social Media tracking
In order to breakdown traffic you need to tag links:
• «Tagging» means adding parameters (manually or
automatically) to the links that are shared on social media
• Example of a «tagged» link:
https://website.com/?utm_source=social&utm_medium=face
book_page&utm_campaign=EIA_promo
• UTM_ tags will allow you to breakdown traffic in Google
Analytics (by source, by medium, by campaign)
33. More advanced Social Media tracking
Use Google URL Builder:
https://support.google.com/analytics/answer/1033867
Landing page, signup
form or blog post link
Source: i.e. social
Medium: i.e. facebook_page
Camapign: i.e. EIA_promo
35. Where we are now
At this point you are be able to
understand
+ where users come from
+ are able to measure if they sign up on
our website
+ can understand, which channels,
campaigns and keywords are most
efficient for us
36. Where to dig further
Setting up
Ecommerce
tracking
Using custom
reporting for
more indepth
analysis
Setting up
conversion
funnels
Linking Google
Console with
Analytics for SEO
Using Google Tag
Manager
Using Google
Analytics for
mobile app
tracking