Google Analytics

AN INTRODUCTION

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Content
1. What is Google Analytics
2. How Google Analytics Works
3. The Interface
4. Common Dimensions and Metrics
5. Reports and Analytics
5.1 Real-Time
5.2 Audience
5.3 Acquisition
5.4 Behaviour
5.5 Conversions
5.6 Advanced Analytics
6. Setting up Google Analytics
7. Demo Account and Certification
8. References

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1. What is Google Analytics
 A Service provided by Google since Nov 2005
 A platform for web-analytics : collecting, analyzing, and presenting web site usage statistics
 Used by marketers to understand
 Usability and popularity of content
 Behavior of people
 Performance of campaigns
 Analyze their platforms

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2. How Google Analytics Works
 Google Analytics Works by capturing and measuring how people interact with your website
 How are interactions captured and measured ?
 Collects information by loading and executing tracking code on the visitor’s device
 Saves the information gathered by this code on Google servers
 Presents the information in an interface, accessed via a Google Analytics account

Collects Saves Presents

Data Data Information

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 Allows us to access data for web-analytics

Enables

• Analytics administration
3. The Interface • Select the website
• Search reports
• Navigate through reports
• Select and Display a report
• Interact with reports
• Download and Distribute reports
• Customize reports

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 3. The Interface

Account Administration Reports Data Controls Table Controls Report Distribution

01. Analytics Account 04. Report Finder 07. Data Range Selector 12. Table Controls 16. Real-Time Intelligence
02. Analytics 05. Report Directory 08. Segment Selector 13. Data View Selector 17. Customization
Administration 06. Report Title 09. Metric Group Selector 14. Plot Row Selector 18. Report Export,
03. Website Selector 10. Metric Selector 15. Graph Increment Downloads and
11. Dimension Selector Selector Sharing

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4. Dimensions and Metrics
• Dimensions are Descriptive and Non-Quantitative
Dimensions Country, City, Region, Operating System, Device, Browser, Product,
Product Type, Campaign, Source, Channel, User Type, Ad Group, Ad
Slot, Goals, Page etc.

• Metrics are Quantative and Can be arranged by a Dimension

Metrics Users, Sessions, Bounce Rate, Pages/Session, Unique Page Views, Avg.
Session Duration, Transactions, Revenues, Revenue per user,
Conversion Rate etc.

There are hundreds of Dimensions and Metrics. For details visit

https://ga-dev-tools.appspot.com/dimensions-metrics-explorer/

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5. Reports and Analytics
5.1 Real-Time
5.2 Audience
5.3 Acquisition
5.4 Behaviour
5.5 Conversions
5.5 Advanced Analytics

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5.1 Real-Time
 What is happening in the
website now ?
 Examples
 If implementations are
worked as expected
 If a page is tracked as
expected
 Providing live data during
a campaign launch or a
page launch

Overview Reports – Analytics Examples

https://shop.googlemerchandisestore.com/
Let’s all of us access and analyze
Real Time
• How many people are currently active?
Overview • Where do most of users come from?
• Which page is currently most popular?
• What (events) is being done by the users ?
• Are some conversions happening currently? 10
5.2 Audience
Audience reports shows characteristics
about users like
 Age and Gender
 Location
 Interests
 New or returning and
 Technology used by them
 Overview report provides high
level summary of metrics in one
place
 Aggregate audience metrics
such as number of users,
pages they visited, average
session duration and bounce
rate Audience Reports – Analytics Examples

How do we
Audience • Compare metrics across two time periods ?
Overview • What has gone up or down compared to previous week
• View metrics by country, city, operating system or device ?

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 Audience Reports – Analytics Examples

5.2 Audience Marketing manager wants to

• Decide which age segment should they target to increase
Audience reports include
Demographic revenues (Clue look at conversion rates)
 Demographic reports Reports • Test their hypothesis that females spend more than males in
 Analysis of behavioural metrics atleast few age segments (Use pivot table – Choose a larger data
by age and gender range)
 Interest reports
 Analysis of behavioural metrics
by customer segments
Marketing manager wants to
 Geo (location reports) Geo (Location) • Decide the markets they should target for advertising (Look at
 Analysis of behavioural metrics Reports locations with low traffic but high conversion rates)
by language and location • Which region of India contributes the highest number of users?
 Technology reports
 Analysis of behavioural metrics
by user technology

 Mobile reports Marketing manager wants to

 Analysis of behavioural metrics Geo (Location)
• Decide the markets they rethink advertising (Look at locations
by user devices Reports with above-average bounce rates)
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 Audience Reports – Analytics Examples

5.2 Audience
Marketing manager wants to
Audience reports include
• Understand if stickiness of returning users is higher than new
Behavior reports users (Compare Behavior reports on metrics – pages/session,
 Demographic reports
 Analysis of behavioural metrics bounce rate, transactions and e-commerce conversion)
by age and gender

 Interest reports
 Analysis of behavioural metrics
by customer segments
Marketing manager wants to
 Geo (location reports) Technology
• Decide the browsers for which a page is to be optimized
 Analysis of behavioural metrics reports (Look at top 3-4 browsers with high traffic)
by language and location

 Technology reports
 Analysis of behavioural metrics
by user technology
Marketing manager wants to
 Mobile reports • What percentage of sessions came from mobile devices?
 Analysis of behavioural metrics
by user devices
Mobile reports • Understand if users switch devices during their search vs ordering
behavior (Look at mobile overview report – compare
session/transaction/revenue figures for desktop vs mobile)
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 Acquisition Reports – Analytics Examples

5.3 Acquisition
Marketing manager wants to
Acquisition reports help you to All Traffic • Understand where most of their traffic comes from (Look at
decide where to focus (sources or Source/Medium source/medium report and sessions)
channels) your marketing efforts. • Understand the quality traffic comes from (Look at bounce rates
reports
Audience reports shows which across source/medium – use comparison view)
traffic source, medium or campaigns
brought users to your site.
Mediums are mechanisms through Marketing manager wants to
which user landed in our website • Top 3 Channels by new users
 Organic (unpaid) search All Traffic
• Decide if it would be worthwhile to invest in social media
 CPC (cost per click like Channel reports campaigns (Look at channel report and traffic from social media)
adwords) (Expand date range if needed)
 Referral (traffic that comes
from other sites)
 email (from email mktg)
 Others (group of low
volume traffic) Marketing manager wants to
All Traffic
• Find out which keywords are effective in directing traffic towards
 None (directly typed url) Channel reports the site (Look at channel report and traffic from Paid Search)

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 Acquisition Reports – Analytics Examples

5.3 Acquisition
All Traffic Marketing manager wants to
Acquisition reports help you to
decide where to focus (sources or • Find out which organic mediums generate highest traffic and
Source/Medium which ones are qualitatively better
channels) your marketing efforts.
reports (Look at source/medium report and search for organic)
Audience reports shows which
traffic source, medium or campaigns
brought users to your site.
Source provides more information
about the medium. For example, if All Traffic Marketing manager wants to
medium is referral – source will
indicate the site the referring site. If Source/Medium • Which marketing activities from google are most effective
medium is organic – source will reports (Look at source/medium report and search for google)
indicate the name of the search
engine – Google, Bing, Yahoo!, Ask
Channels are groupings of mediums
for example display channel includes
mediums banner and cpm. Channel Marketing manager wants to
paid search includes mediums cpc All Traffic • Know the top referring sites
and paid search. Referrals • Know the sites that refer to their website
(Look at referrals report)
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 Acquisition Reports – Analytics Examples

5.3 Acquisition
Marketing manager wants to ident
Acquisition reports help you to Campaigns • Find out the top 10 campaigns by revenues
decide where to focus (sources or All Campaigns • Find out the campaigns which have attracted customers but have
channels) your marketing efforts. not been able to convert them
report
Audience reports shows which (Look at all campaign reports, see revenues and conversion rates)
traffic source, medium or campaigns
brought users to your site.
Campaigns: We can track various
types of promotions or campaigns Marketing manager wants to
Campaigns
such as adwords, banner ads, emails • Find which keywords contribute to revenues
etc. Campaigns are tracked through Paid Keywords • Find which keywords did not contribute to revenues
campaign tags which are a report (look at keywords with high/low revenues)
combination of medium, source,
campaign, content and keyword

Marketing manager wants to

• Find out the money spent on various ad campaigns and their
effectiveness in terms of users attracted and conversions.
Google Ads
• In general, are the adwords performing well ? (also see Cost
Campaigns report analysis report)
• Are there ads where you want to bid more ?
(Look at the cost and the revenues, conversions with low traffic) 16
 Behavior Reports – Analytics Examples

5.4 Behavior
Marketing manager wants to understand engagement -
Behavior report show how people • Find out which pages are the most popular
are engaged to your site including Site Content
• Find out which pages have the highest and lowest bounce rates
which pages they viewed, and their All Pages among popular pages (with atleast 1000 page views)
landing and exit pages. It can also (set page title and use filter based on pageview)
show whether they engaged with
specific elements in our site.

Marketing manager wants to how specific sections of the website are

Site Content performing -
Content Drilldown • Which sections of the website are most popular with the users
(Look piechart to see contribution)

Marketing manager wants to

Site Content
• Understand which landing pages have to be redesigned
Landing Pages (Look at landing pages report)
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 Behavior Reports – Analytics Examples

5.4 Behavior
Behavior report show how people Marketing manager wants to find out if unwanted exits are
are engaged to your site including Site Content
happening (Look at % of exits to pageviews, look at pages like cart or
which pages they viewed, and their Exit Pages checkout)
landing and exit pages. It can also
show whether they engaged with
specific elements in our site.

Marketing manager had recently implemented quickview feature.

Events
They want to find out if it has been effective. And also find the top
Top Events three products by quickview (Look at events and top events report)

Site Speed Marketing manager wants to find out if some pages needs
Site Speed optimization in terms of page load timings (Sort report by Average
Suggestion Page Load Time)
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 Conversions Reports – Analytics Examples

5.5 Conversions Marketing manager wants to understand which products are the best
and the worst on the site.
Conversion report allow us to track Ecommerce Set date Jan 1, 2016 – Apr 15, 2021
website goals based on business • Which products drive the revenue (identify top 5)
objectives Product
• Identify top 5 products by quantity
Performance • Which product has highest number of unique purchases (use
Reports shopping behavior tab)
(Conversions) • Which product has highest buy-to-detail rate?
• Which product has lowest buy-to-detail rate (among those with
atleast 1000 product detail views)

Ecommerce Marketing manager wants to understand products that could

Product potentially increase sales
Performance Set date Jan 1, 2016 – Apr 15, 2021
Reports • Identify products with below average buy-to-detail rate among
(Conversions) top revenue products (use comparison chart on buy-to-detail
rate)

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 Conversions Reports – Analytics Examples

5.5 Conversions
Conversion report allow us to track Marketing manager wants to learn from products with above average
website goals based on business buy-to-detail rate
objectives Ecommerce
Set date Jan 1, 2016 – Apr 15, 2021
Product • Identify top ten products by above average buy-to-detail rate with
Performance atleast $1000 in revenues (think about take-aways from such
Reports products)

Marketing manager wants to gather information to about product

categories
Ecommerce
Product List Set date Jan 1, 2016 – Apr 15, 2021
Performance • Which product category has highest click through rate
Reports • Which product category has highest number of unique purchases
• Which product category has highest revenue
• Which product of Drinkware category has highest sales

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 Conversions Reports – Analytics Examples

5.5 Conversions Marketing manager wants to understand overall shopping behavior in

Conversion report allow us to track the site
Ecommerce Set date Jan 1, 2016 – Apr 15, 2021
website goals based on business
objectives Shopping • Helps us to visualize user decisions across the funnel
Behaviour Report • What percentage of people are moving from general site to
product-specific pages ?
• What percentage of people are abandoning their cart?
• What percentage of people end up buying something?
• What do you infer from shopping behavior of returning users?

Marketing manager wants to learn understand reasons for

Ecommerce abandonment during check-out process
Checkout Set date Jan 1, 2016 – Apr 15, 2021
• What is the abandonment rate for payment step?
Behaviour Report • Which devices have above average abandonment rate for
(Conversions) payment step? (use dimensions to analyze that)

Exploit dimensions for insights – check by country, campaigns etc.

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 Advanced Analytics Examples

5.6 Advanced Analytics

Segment Feature Marketing manager would like to understand if there are any
There are some useful features
which you can use in any report for Audience locational differences between new users and returning users
more insightful analytics. Geo Location (Look at audience – geo location report – add segments)
Report
• Segments
• Benchmarking
• Custom Reports
Segment Feature Marketing manager would like to find if the channel behavior of users
Acquisition landing on android page is different from the rest.
All Traffic (Create new segment – based on android landing page)
Report

Marketing manager wants to find which channels and devices are

Audience better off in attracting new users compared to industry – Shopping –
Benchmarking US – 5000-9999 users – Feb 1, 2016 – Feb 29, 2016
(User benchmarking reports)
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 Advanced Analytics Examples

5.6 Advanced Analytics Marketing manager like to build a custom report to see users, new
users, session and revenues of cities in India
Custom Reports (Build custom report with dimension city, appropriate measures and
There are some useful features
which you can use in any report for filter as India)
more insightful analytics.
• Segments Marketing manager like understand behaviour and characteristics of
converted and non-converted users.
• Benchmarking (Compare Audience Overview report between segments – Convertors
• Custom Reports and Non-Convertors)

What do you find ?

 Visitors who had converted have better engagement (higher
Segments and pages/session, higher session duration and lower bounce rate)
Understanding  Visitors who had converted have 3x returning users. Might be
Users decision to convert spanned multiple sessions or campaigns were
successful. For non-returning visitors, may be our campaigns did
not right expectations or landing pages were ineffective
 A large % of convertors are English speakers. UK and India
contribute more towards non-convertors than convertors
 A large % of convertors belong to 25-34 age group.
 Males are more likely to convert than females
 % of mobiles and tablets are lower for convertors than non-
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convertors
 Advanced Analytics Examples

5.6 Advanced Analytics Marketing manager like to see if there is an association between (a)
device and conversions and (b) browsers and conversions for mobile
devices
There are some useful features
which you can use in any report for (use audience: mobile-overview report mobile-overview report,
more insightful analytics. Goal Attainment compare purchase vs registration goals) (Jan 1, 2020 – Mar 31, 2021)
Audience – Mobile
• Segments Overview Report • 1% conversion for registrations in mobiles, but only 0.4% for
purchases in mobiles
• Benchmarking
• 93% of purchases from mobile happened in android / ios OS. (add
• Custom Reports os dimension)
You may want to optimize experience for other browsers too.

Marketing manager wants to identify the most suitable time to send

an email to users.

Timing an email (Create a Custom Report – Dimensions: Day of the week and Hour.
Campaign Metrics – Users, Number of Sessions, Number of sessions per user,
ecommerce conversion rate, transactions and transactions per user)

Target sessions with the greatest number of users

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6. Setting up Google Analytics
 Admin section contains all settings related to
 Setting up accounts, properties, views
 Tracking Code
 User Permissions
 Settings and Filters

Userid Property Tagging

{google account} {website/blogs} {linking website and Google Analytics}

Account View
{line of business} {operational views}

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IIM Kashipur

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IIM Kashipur – You can see it using View Source on Webpage

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Event Tracking
• Use Google Tags or
• Manual Coding

Example 1
<button id=“Click Here” type=“button” onClick=“ga(‘send’, ’event’, ‘EVENT CATEGORY’, ‘EVENT
ACTION’, ‘EVENT LABEL’, ‘EVENT VALUE’);
location.href=http://www.website.com/readme.pdf””>Download</button>

<button id=“Click Here” type=“button” onClick=“ga(‘send’, ’event’, ‘Manuals’, ‘Download’,

‘readme.pdf’, 100); location.href=http://www.website.com/readme.pdf””>Download</button>

Example 2
onClick="ga('send', 'event', 'general', 'click', 'lead', 10);"

Google Analytics – Event Tracking Snippet

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7. Demo Account and Certification
You can access
1. Demo account at: https://support.google.com/analytics/answer/6367342
You can access demo account using your google account.
2. Google Analytics Courses at : https://analytics.google.com/analytics/academy/
You can access analytics courses and complete certifications using your google account.

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8. References
1. https://analytics.google.com/analytics/academy/
2. Google Analytics for Beginners
3. Advanced Google Analytics
4. Google Analytics for Power Users
5. Channels and Mediums: https://www.ceralytics.com/
6. Channels and Mediums: https://www.megalytic.com/blog/understanding-google-analytics-channels
7. Campaign Builder: https://ga-dev-tools.appspot.com/campaign-url-builder/
8. Setting up Google Analytics Account and Tagging : https://www.youtube.com/watch?v=qLr7SUhH5Y4
9. Events: https://developers.google.com/analytics/devguides/collection/analyticsjs/events
10. https://www.optimizesmart.com/event-tracking-guide-google-analytics-simplified-version/
11. https://raventools.com/marketing-reports/google-analytics/event-tracking/general-event/arch

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Thank You

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