Rochester Regional Library Council Google Analytics Training - - PowerPoint PPT Presentation

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Rochester Regional Library Council Google Analytics Training - - PowerPoint PPT Presentation

Mar 14, 2023 144 likes •1.14k views

Rochester Regional Library Council Google Analytics Training 1/23/17 Introduction Matt Weaver Digital Director Mason Digital, LLC Mason Digital is an official Google Agency Partner Google Analytics and Adwords Certified Individual All

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Rochester Regional Library Council

Google Analytics Training

1/23/17

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Introduction

Matt Weaver Digital Director Mason Digital, LLC Mason Digital is an official Google Agency Partner Google Analytics and Adwords Certified Individual

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All Marketing Drives Traffic

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Most Companies Use Google Analytics

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How Companies Use Google Analytics

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Methodology

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Four Main Components

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Collection

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Processing

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Configuration

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Reporting

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Data Collection

  • All data is sent to the Google Analytics server in a long series of text information
  • Google Analytics uses first-party cookies to identify web browsers
  • No personally identifiable information is captured by Google Analytics

http://www.googleanalytics.com/__utm.gif?utmwv=4&utmn=769876874&utmhn=example.com&utmcs=I SO-8859-1&utmsr=1280x1024&utmsc=32-bit&utmul=en- zs&utmje=1&utmfl=9.0%20%20r115&utmcn=1&utmdt=GATC012%20setting%20variables&utmhid=2059 107202&utmr=0&utmp=/auto/GATC012.html?utm_source=www.gatc012.org&utm_campaign=campaign +gatc012&utm_term=keywords+gatc012&utm_content=content+gatc012&utm_medium=medium+gatc0 12&utmac=UA-30138- 1&utmcc=__utma%3D97315849.1774621898.1207701397.1207701397.1207701397.1%3B...

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Why It Matters

  • Users can disable javascript and/or first-party cookies from their browser, making

it impossible to track them

  • Google Analytics is focused on visitor privacy and allows visitors to have that choice
  • The majority of people using the web have both features enabled
  • Due to these limitations, Google Analytics will always under-report data
  • Consider this when developing and viewing reports, concentrate more on trending and less
  • n hard numbers
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Set-up

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Account Structure

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Create at Least Three Views

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Creating Filters

  • Filters can…
  • Exclude data
  • Include data
  • Change data
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Setting Up Filters

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Setting Up Filters

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Setting Up Filters

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Filter Library

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Objectives

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Measuring Objectives

  • Your website should help your company achieve specific business objectives
  • Ask yourself: “What is the purpose(s) of our web site?”
  • Once business objectives are established you can determine how to measure

success by assigning KPIs

  • What are visitors doing on our site?
  • What aren’t visitors doing on our site?
  • Different stakeholders within the organization will have different objectives
  • It’s important to measure success against each objective, determine benchmarks and set expectations
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Using Conversions to Measure Success

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Creating Goals

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Creating Goals

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Features of Goals

  • Goals are configured at the view level
  • There are four types of goals
  • Destination (ex: thank-you.html)
  • Event (ex: played a video)
  • Duration (ex: 5 minutes or more)
  • Pages per session (ex: 3 pages or more)
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Destination

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Event

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User Engagement Goals

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Creating Goals

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Creating a Destination Goal

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Creating a Destination Goal

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Terminology

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Terminology

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Typical Report

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Dimension Examples

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Metrics Examples

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Dimension Terminology

The number of unique visitors who visit your site during a certain time period

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Dimension Terminology

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Dimension Terminology

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Dimension Terminology

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Metric Terminology

Pageviews – most basic tracking, each time a page is viewed it is counted as one pageview

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Metric Terminology

Events – other interactions, like watching a video or downloading a PDF

Tracking Events requires additional customizations to implementation

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Metric Terminology

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Metric Terminology

Bounce Rate – the percentage of sessions with only one user interaction (pageview)

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Metric Terminology

Important to note – it does not matter how long a user stays

  • n a page
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Metric Terminology

Question: Is a high bounce rate bad? Answer: It depends.

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Reports

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Standard Reports

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Audience Reports

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Basic Demographic Report

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Behavioral Report

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Geographic Report

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Acquisition Reports

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Channel Report

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Channel Piechart

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Behavior Reports

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Pages Report

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Visitor Flow Report

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Conversion Reports

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Top Conversion Paths Report

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Attribution Report

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Report Components

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Report Components

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Report Components

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Segment Reports

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Report Components

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Trending Reports

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Trending Reports

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Annotations

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Customization

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Traffic Sources

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Default Mediums

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Link Tagging

  • Any time you link to your website you should

add URL parameters that allow you to track the visit correctly in Google Analytics

  • Example:

http://www.masondigital.com?utm_source=rbj &utm_medium=newsletter&utm_campaign= marketing

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Campaign Tagging

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Campaign Reporting

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URL Shortener

  • Bit.ly and Goo.gl are two services that help you shorten long URLs for easier

posting in emails, on social media, or other areas where you place hyperlinks to your website

  • The free service changes -

http://www.masondigital.com?utm_source=rbj&utm_medium=newsletter&utm_ campaign=marketing into goo.gl/yrry7x

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Event Tracking

  • When code is placed on each page of the site, the only activity being tracked is

pageviews

  • There are other interactive opportunities on pages that you’ll want to track engagement

with, such as PDF downloads, video views, embedded Flash and AJAX elements

  • Event tracking allows you to track all interactions within the pages of the site
  • Important: Determine in advance all of events you want to track
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Event Elements

  • Category (required) - the name you supply for the group of objects you want to

track

  • Action (required) - a string that is uniquely paired with each category, and

commonly used to define the type of user interaction for the web object

  • Label (optional) - an optional string to provide additional dimensions to the event

data

  • Value (optional) - an integer that you can use to provide numerical data about the

user event

  • Important: Adopt a consistent and clear naming convention that will be

understood by all stakeholders

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Event Reporting

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Event Action

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Event Label

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Dashboard Reports

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Creating a Dashboard

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Creating Widgets

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Dashboard Report

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Data Analysis

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Analyzing Data

  • There are many ways to analyze data
  • There are two techniques that are critical to good data analysis:
  • Segmentation
  • Context
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Segmentation

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Context

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External Context

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Internal Context

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In Conclusion

  • There are 100s of reports and numerous ways to view the data, I covered many

reports and report types that I think are important

  • Explore, test, and search to learn which reports work best for your organization’s

needs

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Questions?

Matt Weaver Digital Director Mason Digital 585.249.1113 matt@masondigital.com

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Additional Resources

  • Google Analytics - https://www.google.com/analytics/
  • Google Analytics Training - https://analyticsacademy.withgoogle.com/
  • Google Analytics Blog - https://analytics.googleblog.com/
  • Occam’s Razor Blog - https://www.kaushik.net/avinash/
  • KISSMetrics - https://blog.kissmetrics.com/

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