Google Analytics 101 March 2018

Google Analytics
• What is Google Analytics?

• How Do You Get Started?
• What Can You Learn From Google Analytics?
• How Can Google Analytics Help Your Business?
Agenda
Rob Madrid Mike Jarmuzewski
Director of Digital Strategy Analytics & Optimization Manager

@ Masslive Media @ Masslive Media
 Data Geek  Search Engine Marketing Wizard

 Problem Solver  Digital Optimization and Platform Genius
Today’s Speakers
Google Analytics
Google Analytics is a service offered by Google that generates
detailed statistics about a website’s traffic and traffic sources
and measures conversions and sales. It’s the most widely used
website statistic service. The basic service is free of change
and a premium version – Google Analytics 360 -- which is
available for a fee.
What is Google Analytics?

Why Use Google Analytics?
How does all of my
marketing work Where do users
together? come from?
What do people do
How do people find
while on my site?
my site?
What does Google Analytics tell me?

Set up a Google Account – If you have a Gmail account, then you have a Google
Account.
Add the Tracking Code to your website – A small piece of javascript that should be
installed in the <Head> tag of your site so it appears on every page.
Install Google Tag Assistant (A Chrome Extension) to verify the Installation
How Do I Get Started With Google Analytics

Google Analytics Interface
Google Analytics – Metric Definitions
Real Time – current website activity
Audience – who visited the site
Acquisition – how did they discover your site
Behavior – what did they do while on the site
Conversions – measuring results
Google Analytics - Reports

Real Time – current website activity
Google Analytics – Real Time Report

Google Analytics – Real Time Report
Audience – who visited the site
Google Analytics – Audience Report

Country State City Metro

New vs. Returning Users

Frequency & Recency

Browser & OS

Mobile – Device Type

Acquisition – how visitors discovered your site
Google Analytics – Acquisition Report

Direct www.CompanyName.com
Organic Search Clicks on Non-Paid Listings on Google, Yahoo & Bing
Referral Traffic from other websites
Paid Search Visits from clicks on paid search ads (SEM)
Social Visits from social media
Email Any clicks from your email blast / enewsletter
Display Visits from clicks on your digital display campaign
Other Catch all bucket!
Google Analytics – Default Channels

To help Google Analytics correctly
Notes about UTMs and Campaign
organize your data for campaigns –
URLs
use UTM codes within your URL links
UTM Codes are Case Sensitive
Maintain Consistency from

Custom URL to Custom URL for
the same campaign
Example Campaign URL: www.masslivemedia.com?
Test your links before using them utm_source=facebook&utm_medium=cpc&utm_camp
in campaigns. aign=masslivewnegives
Google UTM Builder:
https://ga-dev-tools.appspot.com/campaign-url-builder/
Google Analytics – Campaign URLs

Behavior – what did they do while on the site
Google Analytics – Behavior Report

Conversions – how is site moving your
business forward?
Google Analytics – Conversions Report

Examples of On-Site Goal Conversions
Contact Us Page Form Fill
Time Spent on Site Number of Pages Viewed

Google Analytics – Conversion Report
Last Click Attribution Model
KPI
Display Paid Search Ad Organic Direct

Google Analytics – Top Conversion Paths
Google Analytics – Setting Up Views
Initial Set Up - Views
Google Analytics – Additional Considerations

Initial Set Up - Views
Best Practices:
Create two new views, a

“Test View” and “Master
View” for all your reporting

Initial Set Up – Filtering a View

Initial Set Up –
Filtering a view
Best Practices: Filtering
Internal Traffic
- Change filter name to

“Exclude Internal Traffic”
- Select Filter Type
“Predefined”
- Then Select “Exclude”,
“traffic from the IP addresses,
“that are equal to”

Initial Set Up –
Filtering a view

Filter out Bots in Settings

Google Analytics – Resources
Consider Google Analytics Individual Qualification

Google Analytics 101 March 2018

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Google Analytics

• What is Google Analytics?

Director of Digital Strategy Analytics & Optimization Manager

 Data Geek  Search Engine Marketing Wizard

What is Google Analytics?

What does Google Analytics tell me?

Install Google Tag Assistant (A Chrome Extension) to verify the Installation

How Do I Get Started With Google Analytics

Audience – who visited the site

Acquisition – how did they discover your site

Behavior – what did they do while on the site

Conversions – measuring results

Google Analytics - Reports

Google Analytics – Real Time Report

Google Analytics – Audience Report

Google Analytics – Audience Report

Google Analytics – Audience Report

Google Analytics – Audience Report

Google Analytics – Audience Report

Google Analytics – Audience Report

Google Analytics – Acquisition Report

Google Analytics – Default Channels

Maintain Consistency from

Google Analytics – Campaign URLs

Google Analytics – Behavior Report

Google Analytics – Conversions Report

Contact Us Page Form Fill

Time Spent on Site Number of Pages Viewed

Google Analytics – Conversions Report

Display Paid Search Ad Organic Direct

Google Analytics – Conversions Report

Google Analytics – Additional Considerations

Create two new views, a

Google Analytics – Additional Considerations

Google Analytics – Additional Considerations

- Change filter name to

Google Analytics – Additional Considerations

Google Analytics – Additional Considerations

Google Analytics – Additional Considerations

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