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Google
Analytics
Getting Started
1
First, the basics…
• Create a Google Account
• Create a Google Analytics Account
• Add your Web Property
• Copy the code into your Website
• For Wordpress or Joomla or other
platforms, install a plugin
• Add additional properties if any
2
Next, on the outside…
• Create a Webmaster Tools Account
• Create an Adsense Account
• Create an Adwords Account
• Link all the accounts
3
Administration
• Account Settings -> Setup Data Sharing
• Setup Additional Users (with appropriate
permissions) if required
• View Settings -> Check Defaults and change as
needed
• Property Settings -> Setup Advanced Settings
(Advertiser Features)
• Business Objectives -> Goals
• Appropriate Reports -> Filters/Settings
• Channels -> Campaign Tracking
• Customer Views -> Custom Reports
4
Basic Analysis Techniques
• Segmentation
o Referrers (Marketing Channel)
o Demographics
o Temporal
o Technologies
o Geography
o Visitor Characteristics
• Context
o Internal (KPIs)
o External (Industry Trends)
5
Goals of Web Analytics
Goals Outcome
Lead Generation
Content Publishing
Online Info/Support
Branding
Collect Contact Information
Ads shown to visitors
Help visitors find information
Drive Awareness, Engagement & Loyalty
ECommerce Sell Products
Objectives of Web
Analytics
Objectives Example
Lead Generation
Content Publishing
Online Info/Support
Branding
Contact Form
Ad Clicked (AdSense Link)
Helpful Vote
Participation/Engagement/Referral
ECommerce Payment (for Purchase)
Conversions
• Macro
• Micro
• Attribution
o Last-Click
o First-Click
o Linear
8
Conversions
9
Micro Conversions
Macro Conversion
Attribution
Ad
Spend
Traffic Purchase
10
Attribution
Last Click Attribution
11
First Click Attribution
12
Linear Attribution
13
Measurement Planning
• Define Business Objectives
• Define Strategy
• Choose KPIs
• Choose Segments
• Choose Targets
14
Example (Online Realty Site)
Business Objective
Help Residential Home Buyers easily discover and
purchase the right home for their needs.
15
Strategies
 Get a comprehensive listing of Realtors in the areas served
 Get a comprehensive listing of Home Finance companies
 Create a mortgage estimation tool
KPIs
 %age of visitors who search for Realtors
 %age of visitors who contact a realtor/finance company
 %age of visitors who use the mortgage tools
Example (Online Realty
Site)
16
Segments
 Compare First-time vs. Experienced buyers
 Compare those who used the tools vs. those who didn’t
 Compare those who registered vs. “skimmers”
Targets
 Benchmarks from business planning
 Industry Data
 %age increase in visitors in each segment

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Google Analytics

  • 2. First, the basics… • Create a Google Account • Create a Google Analytics Account • Add your Web Property • Copy the code into your Website • For Wordpress or Joomla or other platforms, install a plugin • Add additional properties if any 2
  • 3. Next, on the outside… • Create a Webmaster Tools Account • Create an Adsense Account • Create an Adwords Account • Link all the accounts 3
  • 4. Administration • Account Settings -> Setup Data Sharing • Setup Additional Users (with appropriate permissions) if required • View Settings -> Check Defaults and change as needed • Property Settings -> Setup Advanced Settings (Advertiser Features) • Business Objectives -> Goals • Appropriate Reports -> Filters/Settings • Channels -> Campaign Tracking • Customer Views -> Custom Reports 4
  • 5. Basic Analysis Techniques • Segmentation o Referrers (Marketing Channel) o Demographics o Temporal o Technologies o Geography o Visitor Characteristics • Context o Internal (KPIs) o External (Industry Trends) 5
  • 6. Goals of Web Analytics Goals Outcome Lead Generation Content Publishing Online Info/Support Branding Collect Contact Information Ads shown to visitors Help visitors find information Drive Awareness, Engagement & Loyalty ECommerce Sell Products
  • 7. Objectives of Web Analytics Objectives Example Lead Generation Content Publishing Online Info/Support Branding Contact Form Ad Clicked (AdSense Link) Helpful Vote Participation/Engagement/Referral ECommerce Payment (for Purchase)
  • 8. Conversions • Macro • Micro • Attribution o Last-Click o First-Click o Linear 8
  • 14. Measurement Planning • Define Business Objectives • Define Strategy • Choose KPIs • Choose Segments • Choose Targets 14
  • 15. Example (Online Realty Site) Business Objective Help Residential Home Buyers easily discover and purchase the right home for their needs. 15 Strategies  Get a comprehensive listing of Realtors in the areas served  Get a comprehensive listing of Home Finance companies  Create a mortgage estimation tool KPIs  %age of visitors who search for Realtors  %age of visitors who contact a realtor/finance company  %age of visitors who use the mortgage tools
  • 16. Example (Online Realty Site) 16 Segments  Compare First-time vs. Experienced buyers  Compare those who used the tools vs. those who didn’t  Compare those who registered vs. “skimmers” Targets  Benchmarks from business planning  Industry Data  %age increase in visitors in each segment

Hinweis der Redaktion

  1. Give a brief overview of the presentation. Describe the major focus of the presentation and why it is important. Introduce each of the major topics. To provide a road map for the audience, you can repeat this Overview slide throughout the presentation, highlighting the particular topic you will discuss next.
  2. Give a brief overview of the presentation. Describe the major focus of the presentation and why it is important. Introduce each of the major topics. To provide a road map for the audience, you can repeat this Overview slide throughout the presentation, highlighting the particular topic you will discuss next.