What does Google Analytics do?

It is a powerful tool that analyses:

 Website Traffic
• Where are visitors coming from
• How are they navigating through your site

 Conversion
s
• Downloads
• Page Views

 E-commerce
• Volume of
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 Important
Concepts & Definitions
 A segment is a subset of your Analytics data. Segments let you isolate and analyze those subsets of data so you
Segment can examine and respond to the component trends in your business..

A session is a group of interactions that take place on your website within a given time frame. A single user can
Session open multiple sessions. As soon as one session ends, there is then an opportunity to start a new session. There
are two methods by which a session ends: 1) Time Based and 2) Campaign Based

In Google Analytics, a property is a website, mobile application, or blog, etc., that is associated with a unique
Property tracking ID. A Google Analytics account can contain one or more properties.

A subset of a Google Analytics account property that can have its own unique configuration settings. You can
View create multiple views for a single property and modify what data shows in each view.

Filters allow you to limit and modify the data that is included in a view. For example, you can use filters to exclude
Filter traffic from particular IP addresses, focus on a specific subdomain or directory, etc.

Bounce Rate is the percentage of single-page sessions (i.e. sessions in which the person left your site from the
Bounce Rate entrance page without interacting with the page).

A configuration setting that allows you to track the valuable actions, or conversions, that happen on your site or
Goal mobile app.

Dimensions are attributes of your data. For example, the dimension City indicates the city, for example, "Paris" or
Dimensions & Metric "New York", from which a session originates. Metrics are quantitative measurements. The metric Sessions is the
total number of sessions. The metric Pages/Session is the average number of pages viewed per session.

Segment VS. Filter

 Google Analytics dashboards

Google Analytics dashboards are basically a collection of data

visualizations, or “widgets”, that when presented together on
one canvas represent your company's performance across key
areas. These dashboards are completely customizable by user
and can include up to 12 widgets.
 How to Create a Dashboard in Google Analytics

To create your own custom dashboard in Google Analytics:

1. Log in to Google Analytics.
2. Expand “Customization,” and then click “Dashboards.”
3. Click “CREATE.”

4. Choose “Blank Canvas,” give your dashboard a name, and

click “Create Dashboard.”
5. Now, you can build your dashboard by adding widgets to it. Give your widget a title, choose
how you want it to display on your dashboard (as a timeline, map, table, chart, etc.), and then
add the metrics you want to display in that widget. When you’re finished, click “Save.”
How to Share a Dashboard in Google Analytics
 Audiences 

Audiences in Analytics are users that you group together based on

any combination of attributes that is meaningful to your business. ...
You can use the audience as a secondary dimension in reports, and as
a dimension in segments, custom reports, and custom funnels.
Audience
Audience
Traffic Sources
The Traffic Sources report is one of the
most important reports in Google
Analytics. This report gives you insights
into your blog readers and the most
important information you need when
you’re preparing your blog to work with
advertisers and brands.
To view your Google Analytics reports,
log in to your account and simply click
the View Report link next to your blog
name on your Google Analytics home
page. This will bring you to your
Dashboard, which gives you the
highlights of the most important
information in your analytics account.
Content Analysis
This Content Analysis Dashboard
by Vagelis Varfis at Nudge Digital
 helps you dig deeper into how the
content on your site or blog is
performing.

By analyzing key metrics such as

Pageviews and Unique Pageviews,
the Average Time on Page and
Bounce Rate for certain pages, and
Exits by page, you’ll be able to see
which pages are underperforming
or overperforming, and adjust
your content strategy accordingly.
Conversion Tracking
The goal of any great content
marketer is to create compelling
content that converts anonymous
website visitors into an audience
of loyal subscribers, leads, and
hopefully, customers. This
Conversion Tracking Dashboard
from Moz helps you measure
whether or not you’re actually
accomplishing this.
 Conversions
• Goals – Set of events that are determined and evaluated

• E-commerce – analyse purchase activity on the website

• Multi-channel Funnels – depicts the working of marketing channels to create sales and

conversions

• Attribution - set of rules, that determines how credit for sales and conversions

is assigned to touchpoints in conversion paths

Link: Google Analytics Conversions

Tracking Social Media Traffic
You can identify which social media sites
send the most visitors to your site and
which ones need more attention.
You can figure out how engaged your
social media visitors are by analyzing the
time spend on your site. This data helps
you to figure out if you’re targeting the
right audience or if you’re offering the
right content they’re being promised on
social media.
This will show you the social media traffic report of your site.
In the social media channel report page, click on the Percentage view. Then, choose Transactions as your primary
metric. In the contribution to total field, choose Revenue.
 Tracking SEO Traffic
SEO analytics refers to the process of collecting, tracking, and analyzing your marketing data with the core aim of growing your
website's organic traffic.

Which keywords drive traffic to my site?

Here you can find a breakdown of all the keywords driving traffic to your site:

Query: The keyword which is searched for.

Impressions: The amount of times one of your site's pages, ranked for that keyword, has
been shown in the search results.

Clicks: How many times one of your site's pages has been clicked after showing in a
search for that keyword.

Average position: When a page is shown for that keyword what the average position is.
Acquisition:

How did your audience arrive on your website? This gives

you a breakdown by channel on how your traffic arrived at
the page. To get any data for the Search Engine
Optimisation section you’ll need to link your Search Console
account. Luckily, you can just click the button and follow the
onscreen instructions. It can be verified through your GA
account so it’s a pretty straightforward process.
Acquisition Reports
Acquisition Reports
The Social Relationship
The social web connects people where they share, critique
and interact with content and each other. Social analytics
provides you with the tools to measure the impact of social.
You can identify high value networks and content, track
on- site and off-site user interaction with your content, and
tie it all back to your bottom line revenue through goals
and conversions.

Here's how we see this story:

Sources & Pages: Identify networks & communities where
people engage with your content.

Conversions: Measure the value of social by tracking your

goals, conversions and ecommerce transactions.

Social Plugins: Measure your on-site user engagement.

Social Users Flow: Compare traffic volumes and user traffic

patterns through your site.
Behavior
Business Case Scenarios
 Google Analytics Solutions – Premium
• Google Analytics 360 Suite – Built
for enterprises.
• A set of integrated data and
marketing analytics products such
as:

1. Google Analytics 360

2. Google Optimize 360
3. Google Audience Centre 360
4. Google Tag Manager 360
5. Google Data Studio 360
6. Google Attribution 360
Google Analytics Solutions – Premium
 Domino’s UK
Issues:
• Lack of integrated marketing measurement across devices
• Create a holistic view of customer behaviour
• Make cross-channel marketing performance analysis easy and efficient

Results:
• Realized an immediate 6% increase in monthly revenue
• Saved 80% year-over-year in ad serving and operations costs
• Increased agility with streamlined tag management
• Obtained easy access to powerful reporting and customized dashboards
 2 Best Practices you should follow
Determine when people
abandon the shopping
carts

How?

GOALS > Create new

GOAL with your
URL destination >
Check funnel use
 2 Best Practices you should follow
• Identify if you need a
mobile site?

• How?

• REPORTING > Devices>

Primary Dimension time:
Mobile Device info.

Link

If the average time on site is lower and the bounce rate is higher than your overall
numbers, then we know that you’re losing that much of your mobile traffic.
 Measuring your Site’s ROI
What is the ROI?
Return on Investment or ROI shows you the return from your investments. It helps you to choose the best
investment across different investment options. You may evaluate the investment based on your financial
goals and risk tolerance. 

Return on investment (ROI) is a performance measure used to evaluate the efficiency or profitability of an
investment or compare the efficiency of a number of different investments. ROI tries to directly measure
the amount of return on a particular investment, relative to the investment’s cost.

ROI (return on investment )is calculated by subtracting the initial value of the investment from the final
value of the investment (which equals the net return), then dividing this new number (the net return) by
the cost of the investment, and, finally, multiplying it by 100.
(average customer value x annual customers generated) / annual website cost = website ROI.
What is a good ROI?
What qualifies as a “good” ROI will depend on factors such
as the risk tolerance of the investor and the time required
for the investment to generate a return. All else being
equal, investors who are more risk-averse will likely accept
lower ROIs in exchange for taking less risk. Likewise,
investments that take longer to pay off will generally
require a higher ROI in order to be attractive to investors.
Introduction to Goal Conversion – Tracking
the Conversions
Goals are configured at the view level. Goals can be applied to specific pages or screens your users visit, how
many pages/screens they view in a session, how long they stay on your site or app, and the events they trigger
while they are there. Every goal can have a monetary value, so you can see how much that conversion is worth
to your business. Using values for goals lets you focus on the highest value conversions, such as transactions
with a minimum purchase amount.
What are UTM Codes?
“UTM” stands for “Urchin tracking module.” UTM codes are added
to the end of regular URL’s and are designed to tell Google
Analytics (and other analytics tools) a little bit more information
about each link and which marketing campaign it relates to.
How to Structure UTM Codes
In order to correctly structure your UTM codes you firstly need to
understand what each parameter means:
Campaign Source is usually the search engine or platform that
you’re running the ads on (Google, Bing, Facebook, Twitter,
Website, etc.)
Campaign Medium is used to state the type of advertising
campaign that’s using the URL (PPC, email, etc.)
Campaign Name is the field used to insert the name of your
campaign.
 Google Tag Manager
Google Tag Manager is a tag management system (TMS) that allows you to quickly and easily update measurement
codes and related code fragments collectively known as tags on your website or mobile app.

Components of Google Tag Manager

Understand how tags, triggers, variables, and the data layer work together.
Google Tag Manager uses these concepts to handle how tags are configured and fired:
Tag: A tag is code that send data to a system such as Google Analytics.
Trigger: A trigger listens for certain events, such as clicks, form submissions, or page loads. When an event is
detected that matches the trigger definition, any tags that reference that trigger will fire.
Variable: A variable is a named placeholder for a value that will change, such as a product name, a price value, or a
date.
Data layer: Tag manager implements a data layer to temporarily hold values in the client so that they can be used by
tags, triggers, and variables.
Thank