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DIGITAL MARKETING_03_GoogleAnalytics

This document outlines a Google Analytics training course led by Dr. Faisal Shahzad, focusing on setting up an account, configuring business information, and measuring business performance. It includes step-by-step instructions for creating a GA4 property, installing tracking codes, and analyzing data such as user interactions and traffic sources. The course emphasizes the importance of data-driven decision-making to refine marketing strategies.

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sofian hab
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6 views

DIGITAL MARKETING_03_GoogleAnalytics

This document outlines a Google Analytics training course led by Dr. Faisal Shahzad, focusing on setting up an account, configuring business information, and measuring business performance. It includes step-by-step instructions for creating a GA4 property, installing tracking codes, and analyzing data such as user interactions and traffic sources. The course emphasizes the importance of data-driven decision-making to refine marketing strategies.

Uploaded by

sofian hab
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Google Analytics

Instructor: FAISAL SHAHZAD


(Ph.D. in Computer Science)
Email: [email protected]
Objectives
• Create a google analytics account
• Set up the business information
• Start Measuring your business

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Classroom Protocol

• Be on time
• No talking with your neighbors until
requested
• Ask questions / Participate
• Lectures and Case studies on MS Teams

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Part 1

• Setting Up Google Analytics

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Google Analytics Link
• Go to this link, Analytics
• If you have never used Google Analytics before, you will see the following screen

• If you used Google Analytics before,


you will see the following screen

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Step 1
• Set up Your Account
• You can choose whatever name you want. But it’s a good idea to use your
business’s name.

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Step 2: Create Your GA4
Property
• Once again, you can choose whatever name you want. It’s not a
bad idea to use your website’s domain name.

• You’ll also select your reporting time zone and your currency.

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Step 3: Provide Your Business
Information

• Now, choose the industry category that seems like the closest fit using the
drop-down. If nothing matches, you can choose
“Other Business Activity.
• And select your business size.

• Then, click “Next.”

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4. Select Your Business Objective and Accept Terms of
Service

• The selection you make here determines what reports will be pre-loaded in your
Google Analytics property.

• If you’re not sure, it’s fine to choose “Get baseline reports.” You can always add
additional reports in the future.

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Accept Terms of Service

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5. Set up your data stream

• You’re now ready to start collecting data and


you can set up your data stream. The data
stream is what sends data into your Google
Analytics property.

• Choose the type of platform you’re working on.

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Install Google Analytics

You’re now ready to install Google Analytics on


your website.

After your stream is configured in GA4, you’ll see a


screen with a “MEASUREMENT ID” field that’s
unique to your property. And a “View tag
instructions” button.

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Install Google Analytics

Once you click the button, you’ll be given three


installation options:

1.You can install the code manually on your


website

2.You can install the code with a plugin or


integration, if applicable

3.You can use Google Tag Manager to install the


code

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How to Install GA4
Manually
To start the installation, click the “View tag
instructions” button from your data stream.

Now, click the linked header text to


“Install manually.” This is the tracking code that
will run GA4.

Click the “copy” icon to copy it to your clipboard.

Now, go to your website and paste the code high


in the <head> section of the page.

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Google Analytics Basics
Data is flowing into your Google Analytics
property.

But what data, exactly?

Google Analytics data shows information about


visitors and their interactions that take place on
your website.

Here’s an overview of the main data categories:

•Users
•Views
•Sessions
•Events
•Conversions
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Users

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Views

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Sessions

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Events

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Conversions
Let’s imagine you want to track the file download
event (called file_download) as a conversion. This
event will be tracked by default through enhanced
measurement.

Here’s what to do.

Click “Admin” in the bottom left of the Google


Analytics interface.

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Conversions
Within the property settings in the middle of the
screen, click on “Events”.

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Conversions
Now, you’ll see a list of all events that have been
tracked in Google Analytics.

Find the file_download event. Use the toggle on the


right side of the screen to “Mark as conversion.”

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How to use Google
Analytics

Now that you understand the basics, you’re ready


to start using Google Analytics.

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Analyze Important Pages
with Google Analytics
GA4 makes it easy to see information about your
best- and worst-performing content.

Let’s use the “Pages and screens” report to do this.

Click on “Reports” in the left-hand navigation.

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Analyze Important Pages
with Google Analytics
Now, expand the “Engagement” reporting area
and click on “Pages and screens.”

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Analyze Important Pages
with Google Analytics
You’ll see a list of your most-viewed pages with the
data sorted in descending order based on total
views in the “Views” column.

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Refine Your Marketing Strategy
Based on Performance

GA4 will show you which marketing channels are


driving the best performance so you can focus on
what is most important and work to fix what is not
working.

For this, let’s use the “Traffic acquisition.”

We’ll stay within the “Reports” area.

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Refine Your Marketing Strategy
Based on Performance

Expand the “Acquisition” reporting area and click


on “Traffic acquisition.”

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Refine Your Marketing Strategy
Based on Performance

Expand the “Acquisition” reporting area and click


on “Traffic acquisition.”

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Refine Your Marketing Strategy
Based on Performance

You’ll see a breakdown of how your website


acquires traffic. Based on channels like organic
search, direct (users who came directly to your
site), referral (users who came to your site from
another site), etc.

You can even test your knowledge with the


certification track in Google’s Skillshop. Just search
for “Google Analytics certification” within Skillshop
to find it.

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The End

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