Google Analytics 101
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This document provides an overview and agenda for a Google Analytics 101+201 training. It covers the basics of Google Analytics including what it is, how it works, and how to interpret reports on visitors, traffic sources, content, and conversions. It discusses advanced reporting topics like goals and funnels, social media reporting, and ecommerce reporting. It also covers implementation using Google Tag Manager and common client requests around tracking events and ecommerce. The document is intended to help attendees understand how to use Google Analytics and analyze website data.
![<!-- Google Tag Manager -->
<noscript><iframe src="//www.googletagmanager.com/ns.html?id=GTM-XXXX"
height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript>
<script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':
new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],
j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src=
'//www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);
})(window,document,'script','dataLayer','GTM-XXXX');</script>
<!-- End Google Tag Manager -->
Data Layer Events:
dataLayer.push({’name’:parameter,’name2’:parameter,’event’:’eventname'})
GoogleTagManager](https://image.slidesharecdn.com/ga-101-130911171409-phpapp02/85/Google-Analytics-101-40-320.jpg)
![MobileSitesAndApps
Mobile sites function the same as standard Websites - standard tagging applies
May want to track specific events: accordions, device orientation
Mobile apps require a SDK
SDKs are available for iOS and Android; can be modified for Windows 8 apps
SDKs handle some level of auto-tracking
Otherwise pass events and pageviews per the SDK:
iOS: [tracker send:[[GAIDictionaryBuilder createEventWithCategory:@"ui_action", // Event category (required)
withAction:@"button_press", // Event action (required)
withLabel:@"play_button", // Event label
withValue:nil] build]]; // Event value
Android: easyTracker.send(MapBuilder
.createEvent("ui_action", // Event category (required)
"button_press", // Event action (required)
"play_button", // Event label
null) // Event value
.build()](https://image.slidesharecdn.com/ga-101-130911171409-phpapp02/85/Google-Analytics-101-41-320.jpg)
![_gaq.push(['_addTrans',
'1234', // transaction ID - required
'Womens Apparel', // affiliation or store name
'28.28', // total - required
'1.29', // tax
'15.00', // shipping
'San Jose', // city
'California', // state or province
'USA' // country
]);
_gaq.push(['_addItem',
'1234', // transaction ID
'DD44', // SKU/code - required
'T-Shirt', // product name
'Olive Medium', // category or variation
'11.99', // unit price - required
'1' // quantity - required
]);
_gaq.push(['_trackTrans']);
EcommerceTracking
Google doesn’t track ecommerce natively
Requires integration with the client’s cart system
Uses _gaq.push functions or specific data layer variables
<script>
dataLayer = [{
'transactionId': '1234',
'transactionAffiliation': 'Acme Clothing',
'transactionTotal': '11.99',
'transactionTax': '1.29',
'transactionShipping': '5',
'transactionProducts': [{
'sku': 'DD44',
'name': 'T-Shirt',
'category': 'Apparel',
'price': '11.99',
'quantity': '1'
},{
'sku': 'AA1243544',
'name': 'Socks',
'category': 'Apparel',
'price': '9.99',
'quantity': '2'
}]
}];
</script>](https://image.slidesharecdn.com/ga-101-130911171409-phpapp02/85/Google-Analytics-101-44-320.jpg)
Google Analytics 101
- 2. What Is Google Analytics? Interpreting Reports: Making Sense Of The Data Social Media Reporting: See The Value Of Social Media On Your Site Advanced Reporting Goals And Funnels: Measuring Success Ecommerce Reporting: Where The Money Comes From Implementation And Google Tag Manager Common Client Requests Q&A Other Resources Agenda
- 4. GoogleAnalyticsOverview Google Analytics shows you how visitors actually find and use your site, so you'll be able to See how users find your site See what users use on your site Make informed site design and content decisions Improve your site to convert more visitors into customers Track the performance of your keywords, banner ads, and other marketing campaigns Track metrics such as revenue, average order value, and ecommerce conversion rates Track events of any type, including offsite links and interactions with dynamic content
- 5. HowGoogleAnalyticsWorks User loads page GA Code fires and passes data Google processes data into reports You view reports
- 7. Visitors::Visits::Pageviews A single visitor may have multiple visits to your website Each visit is made up of one or more pageviews A visitor is uniquely identified by a Google Analytics cookie which assigns a random visitor ID to the user’s browser A single visitor may have multiple visits to your website Each visit is made up of one or more pageviews
- 8. ContentBreakdown New User accesses your home page: 1 Visitor 1 Visit 1 Pageview 1 Unique Pageview The same User access 3 more pages and home again 1 Visitor 1 Visit 5 Pageviews 4 Unique Pageviews The same User leaves, comes back tomorrow, access home and 2 new pages 1 Visitor 2 Visits 3 Pageviews 3 Unique Pageviews
- 10. 4 Main Navigation Categories ReportStructure Audience (Visitors) - who are they? Visitor information such as loyalty, location, and browser types, mobile devices Acquision (Traffic Sources) - how did they get here? Organic search keywords, referring sites, campaigns, social AdWords Behavior (Content) - what did they do here? Pages Viewed by URL & Title Events and Site Search Conversions (Goals/Ecommerce) - did they complete any KPIs? Conversion rates and funnels, Revenue sources, product-specific information, ROI
- 11. SessionMetrics Visits (Sessions) A series of pageviews between one browser and your website. Google Analytics visits expire after 30 minutes of inactivity or when the browser window is closed Pages per Visit The average number of pages viewed during a visit to your site. Repeated views of a single page are counted. Average Time on Site The average duration of visits to your site. Calculated by the difference in time between the first and last pageview. You MUST have at least 2 interactions to generate time on site metrics. % New Visits The percentage of visits from browsers who had never visited your site before.
- 12. ContentMetrics Pageviews A pageview is counted every time a page on your website loads Unique Pageviews The number of visits during which one or more of these pages was viewed Average Time on Page The average amount of time visitors spent viewing a page Bounce Rate The percentage of entrances to a page that immediately left the site without viewing a second page. % Exit The percentage of pageviews that were the last pageview in a session
- 13. ContentDimensions Pages Page: the URL of each page as it is viewed on your website Page Title: The document title of each page. This is typically also displayed on the title bar of your browser window, on your computer’s task bar, and also as the first line of organic search result listings. Landing Page The first page viewed during a visit Exit Page The last page viewed during a visit
- 14. Dimensions:TrafficSources Source The domain (e.g. google.com) of the source referring a visitor to your website Medium The type of referral (e.g. organic) to your website Keyword The keyword used by a visitor to reach your website (for search) Campaign The names of your online marketing campaigns Ad Content The first line of text for your AdWords ads/what you set as ad content in tagged campaigns
- 15. Real-TimeReporting Google will now show analytics data with a ~1 second delay Accessible from the Home tab Great for monitoring campaign launches Warnings: Reports do not provide ecommerce information Reports obey profile filters - may not see your own visits if you are filtering your IP
- 18. SocialMediaReports Google’s integrated report shows you the impact of social media on your site Incoming traffic sources Shared content Plug-ins used (like/share buttons) Conversions from social sources, including dollar amounts for ecommerce
- 19. Shows all social media networks sending traffic to your site SocialMediaReports–Network Referrals Clicking shows pages from your site shared on that network
- 20. Shows conversions by network – dollar value for ecommerce SocialMediaReports- Conversions Assisted vs. Last Interaction: did the traffic from the network directly drive the conversion or help along the way?
- 21. Shows all pages on your site shared using social media plug-in buttons SocialMediaReports–Plug-Ins Social Entity tab shows the pages actions took place on
- 23. Apply a dimension to reporting in any report Segmentation Lets you see metrics in content Works at a visit level I.E., “in my visit I did x/came from y” Can also be custom-built “See all returning visits from Washington” See what users who viewed a particular production did on the site
- 24. Sampling Large datasets and datasets over a significant period of time may take longer to process You can control the processing time vs. the data precision with the sampling slider Sampled data is statistically significant but not 100% complete 75% new visitors = this percentage is a real number 1,000 visitors = may be 1,075, may be 983. Note: some queries may always be sampled: Large datasets Data pulled over a large time range Data using advanced segments You can work with the slider and date range select to limit sampling if needed
- 25. SiteSpeedReporting Report provides technical details for page load, domain lookup, connection speed, etc. Will also show these stats by page. Performance report buckets statistics on server and page response
- 26. Multi-ChannelFunnels Shows you the paths users took to a conversion Lets you see what channels may have assisted a conversion Helps you see how channels work together
- 27. AssistedConversions Shows you if a conversion was direct or last click or if it was part of the process User -> Paid Search -> Convert = last click/direct User -> Facebook -> Organic Search -> Convert Last Click: Organic Search Assisted: Facebook Shows actual dollar amounts with ecommerce Lookback window lets you set how many days prior for assisted conversions
- 29. GoalTypesAndNotes URL Destination Goal is a page on the site Only goal that can be funneled In the funnel, setting the first step as required will ONLY count visitors if they start there Not selecting a required step will count ALL goal completions even if they didn’t enter at the top of the funnel Time on Site and Pages/Visit Metric-based goals Event Match an event’s category, action or label
- 30. A series of pages through which a visitor must pass before reaching the conversion goal WhatIsAFunnel? A funnel allows you to: Examine where visitors enter and exit your conversion process Eliminate bottlenecks in your process Identify which site paths lead to the most goal completions Use your findings to test changes to your site Your Visitors Your Customers
- 31. FunnelReporting-Basic Entering the Funnel Leaving the Funnel Defined Goal Conversion
- 32. FunnelReporting-Advanced Graphically shows where users are going in your funnel Can use advanced segments Can start with many different dimensions Can show path based on a single data point
- 34. EcommerceReports Google Analytics can report on transactions if properly coded This allows you to see the following: Total transactions and revenue Transactions and revenue by source Products sold Individual transactions Transaction data can also be tied back to other reports as well
- 36. EcommerceReports Caveats: Ecommerce will only report what it is told It is NOT a CRM or accounting system It performs no math on its own eCommerce requires integration to the client’s cart system
- 37. IMPLEMENTATION AND GOOGLE TAG MANAGER
- 38. HowGoogleAnalyticsWorks User loads page GA Code fires and passes data Google processes data into reports You view reports
- 39. GoogleTagManager Implement tagging with just one line of code on every page Tags are set up in a Web-based form Events are pushed to a data layer, accessible by all tags Future-proof updating: can update tagging without having to touch the site Preferred way of implementing GA code going forward
- 40. <!-- Google Tag Manager --> <noscript><iframe src="//www.googletagmanager.com/ns.html?id=GTM-XXXX" height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript> <script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start': new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0], j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src= '//www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f); })(window,document,'script','dataLayer','GTM-XXXX');</script> <!-- End Google Tag Manager --> Data Layer Events: dataLayer.push({’name’:parameter,’name2’:parameter,’event’:’eventname'}) GoogleTagManager
- 41. MobileSitesAndApps Mobile sites function the same as standard Websites - standard tagging applies May want to track specific events: accordions, device orientation Mobile apps require a SDK SDKs are available for iOS and Android; can be modified for Windows 8 apps SDKs handle some level of auto-tracking Otherwise pass events and pageviews per the SDK: iOS: [tracker send:[[GAIDictionaryBuilder createEventWithCategory:@"ui_action", // Event category (required) withAction:@"button_press", // Event action (required) withLabel:@"play_button", // Event label withValue:nil] build]]; // Event value Android: easyTracker.send(MapBuilder .createEvent("ui_action", // Event category (required) "button_press", // Event action (required) "play_button", // Event label null) // Event value .build()
- 42. ChangingVersions Generally a change in Google Analytics functionality will change how we send data into the system SDK’s, JS function calls change We may load a different version of the analytics script (i.e., urchin.js -> ga.js -> analytics.js) Google will usually accept data from older methods for some period of time Eventually they (say) they will deprecate older methods Changing methods means changing the basic implementation and any advanced tracking Events, ecommerce, social sharing This work is much easier with Tag Manager Data exists in the data layer and can be read with any method
- 44. _gaq.push(['_addTrans', '1234', // transaction ID - required 'Womens Apparel', // affiliation or store name '28.28', // total - required '1.29', // tax '15.00', // shipping 'San Jose', // city 'California', // state or province 'USA' // country ]); _gaq.push(['_addItem', '1234', // transaction ID 'DD44', // SKU/code - required 'T-Shirt', // product name 'Olive Medium', // category or variation '11.99', // unit price - required '1' // quantity - required ]); _gaq.push(['_trackTrans']); EcommerceTracking Google doesn’t track ecommerce natively Requires integration with the client’s cart system Uses _gaq.push functions or specific data layer variables <script> dataLayer = [{ 'transactionId': '1234', 'transactionAffiliation': 'Acme Clothing', 'transactionTotal': '11.99', 'transactionTax': '1.29', 'transactionShipping': '5', 'transactionProducts': [{ 'sku': 'DD44', 'name': 'T-Shirt', 'category': 'Apparel', 'price': '11.99', 'quantity': '1' },{ 'sku': 'AA1243544', 'name': 'Socks', 'category': 'Apparel', 'price': '9.99', 'quantity': '2' }] }]; </script>
- 45. UpgradingVersions Google has had several iterations Started as Urchin Was synchronous, then asynchronous Moving to Universal Analytics Each type has its own method to send data to GA: urchinTracker -> pageTracker. -> _gaq.push -> ga('send’); Upgrades involve changing the pageview tracking method and upgrading any event and/or eCommerce tracking May be a good time to migrate to Tag Manager
- 46. Q & A
- 47. OtherResources Google Conversion University (GA Training): http://www.google.com/intl/en/analytics/iq.html?&rd=2 Google Analytics Help Center: http://support.google.com/analytics/?hl=en Google Analytics Forums: http://productforums.google.com/forum/#!forum/analytics Google Analytics Blog (best source for updates): http://analytics.blogspot.com/ SDKs and other code: https://developers.google.com/analytics/devguides/collection/ Many books and other Websites also exist
- 48. ThankYou