Google Analytics Fundamentals Setup and Basics Guide
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This document provides an overview of Google Analytics fundamentals and best practices. It discusses how Google Analytics works using JavaScript and cookies to collect data. It also covers common issues like tracking across devices and disabled JavaScript. The document then explores various Google Analytics reports like content, navigation, channels, and search terms to understand user behavior. It provides tips on setting up goals and event tracking as well as campaign tracking. Overall, the document is a guide to setting up and leveraging Google Analytics effectively.
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Google Analytics Fundamentals Setup and Basics Guide
- 1. Analytics Fundamentals Setup and Basics for Measurement Andy Crestodina Strategic Director | @crestodina
- 2. 94.6% of top marketing sites use Google Analytics source: Orbit Media
- 3. @crestodina How Google Analytics Works Javascript and Cookies
- 4. @crestodina How Google Analytics works
- 5. @crestodina How Google Analytics works
- 6. @crestodina How Google Analytics works
- 7. @crestodina How Google Analytics works
- 8. @crestodina How Google Analytics works
- 9. @crestodina 1. No cookie? No data 2. JavaScript disabled? No data 3. Time on page? Or time on tab? 4. Same device, different user 5. Same user, different device / browser When it doesn’t work
- 11. @crestodina First Touch Deep Dive Purchase Purchase Loyalty This can be a problem...
- 12. @crestodina First Touch Deep Dive Purchase Purchase Loyalty This can be a problem...
- 13. @crestodina @crestodina • #CMWorld URL problems...
- 19. The click doesn’t count! @crestodina Carousel / slideshow advancing Anchor/jump links Rollover content Dropdowns expanding Offsite links / social media buttons Social sharing buttons Video plays Livechat interactions Embedded map interactions Tabs Filters Scrolling Comment / review submission Mailto: links PDF, PPT, Word downloads Lightbox interactions
- 20. GA Jargon
- 24. @crestodina Filter out traffic from yourself ...you are not your target audience
- 25. How accurate is this data? @crestodina
- 26. How accurate is this data? @crestodina
- 27. @crestodina
- 28. @crestodina
- 31. @crestodina
- 32. @crestodina Exclude traffic from robots ...because they never convert
- 33. @crestodina Are there robots in my Analytics?
- 34. @crestodina These referring sites look strange...
- 35. How to exclude traffic from robots
- 36. @crestodina Top Pages Which are my most popular pages?
- 39. Content! One of the most important reports in GA
- 44. @crestodina 1. Add great calls to action 2. Add strong testimonials 3. Add links to your strongest content 4. Remove links to other websites 5. Polish! Add personality! Video! People! 5 Tips for Top Pages
- 45. Beware the “services” page...
- 46. The problem with multi-topic pages...
- 47. Analytics blind spot! ...and horrible SEO
- 48. @crestodina Beware the testimonials page
- 49. @crestodina Navigation Summaries Where do they go from here?
- 55. @crestodina 1. Any small links getting clicked a lot? 2. Any big buttons getting missed? 3. Are calls to action effective? 4. What gets clicked the most in the main nav? 5. What never gets clicked in the main nav? 5 Questions to ask your Navigation Summary
- 56. @crestodina “Everything you remove from a page makes everything that’s left more prominent!” Less is more (effective)
- 57. @crestodina Filters Find things in the first column fast
- 58. @crestodina
- 59. @crestodina
- 60. @crestodina
- 61. @crestodina
- 63. @crestodina “Which blog posts have bounce rates of more than 80%” Let’s answer this question...
- 64. @crestodina
- 65. @crestodina
- 67. @crestodina Setting up goals ...because GA doesn’t know what success looks like
- 68. @crestodina 1. Leads 2. Subscribers 3. Ecommerce Customers 4. Event Registrants 5. Donors 5 types of conversions... #winning
- 71. Thank you messages ...not good for Analytics
- 73. Email links ...not good for Analytics
- 75. Forms / thank you pages ...perfect for Analytics
- 76. Thank you!
- 77. Subscribers from ‘Thank You’ page
- 78. @crestodina What about event tracking? That’ll work, right?
- 80. @crestodina
- 81. @crestodina 41.4% of top marketing sites use Google Tag Manager source: Orbit Media
- 82. @crestodina ...so let’s use thank you pages ...because that was kinda rough.
- 83. @crestodina 1. They see a Thank you page (additional messaging) 2. They get an auto-response email 3. Saves to database or CRM 4. Sends an email notification to you 5. Records as a conversion in Analytics 5 Things that happen when visitors submit...
- 84. @crestodina
- 85. @crestodina
- 86. @crestodina
- 87. @crestodina
- 88. @crestodina
- 89. @crestodina
- 90. The Goals report
- 91. The All Pages report
- 92. The All Pages report ...with page values
- 93. The Reverse Goal Path report
- 94. The Funnel Visualization report
- 95. Where you visitors are coming from
- 96. @crestodina The Channels report ...with conversion rates
- 97. @crestodina The Channels report ...with conversion rates
- 99. @crestodina 1. Add “social proof” to your top pages 2. Make sure every page has a call to action 3. Add people and personality 4. Use short, simple forms 5. Answer visitors’ top questions 5 Tips for better conversion rates
- 100. @crestodina 7 Things to add to your testimonials
- 101. @crestodina Campaign Tracking Code Where are your email visitors hiding?
- 102. @crestodina Where are my email visitors?
- 103. @crestodina There they are!! Where are my email visitors?
- 104. @crestodina
- 105. @crestodina
- 106. @crestodina
- 107. @crestodina
- 108. @crestodina
- 109. @crestodina
- 110. @crestodina
- 111. @crestodina Medium broadest origin of traffic cpc Source Specific origin of traffic Facebook Campaign Name Specific marketing effort spring_sale Campaign tracking for a FB ad...
- 112. @crestodina Medium broadest origin of traffic email Source Specific origin of traffic newsletter Campaign Name Specific marketing effort april_newsletter Campaign tracking for an email newsletter
- 113. @crestodina Medium broadest origin of traffic cpm Source Specific origin of traffic Twitter Campaign Name Specific marketing effort event_registration Campaign tracking for Twitter campaign
- 114. Now we have campaign data!
- 115. @crestodina
- 116. @crestodina
- 117. @crestodina Site Search Setup Does your site have a search box?
- 118. @crestodina
- 123. @crestodina
- 124. @crestodina
- 125. @crestodina
- 126. @crestodina
- 127. @crestodina
- 129. See what they’re looking for!
- 130. @crestodina
- 131. @crestodina
- 132. @crestodina Secondary Dimensions Add more data to any report!
- 133. @crestodina
- 134. @crestodina
- 135. @crestodina
- 136. @crestodina
- 137. @crestodina
- 138. @crestodina
- 139. @crestodina 1. Search for each phrase yourself. Find it? 2. Better optimize your own pages 3. Publish more content on those topics 4. Adjust your navigation to help visitors find things faster 4 Tips from the Search Terms report
- 140. @crestodina Putting it all together Let’s combine all of our new skills!
- 141. @crestodina “Which pages get the most traffic from social media visitors?” Interesting question...
- 142. @crestodina Step 1: Go to Behavior > Site Content > All Pages
- 143. @crestodina Step 2: Click on the “Secondary dimension” dropdown
- 144. @crestodina Step 3: Select “Medium” (find it by searching or clicking Acquisition > Medium)
- 145. @crestodina
- 146. @crestodina Step 4: Click to set an advanced filter (so we can filter by medium!)
- 147. @crestodina Step 5: Set filter so Medium contains “social” and click Apply
- 148. @crestodina A closer look at that advanced filter...
- 149. @crestodina
- 150. @crestodina Make a Shortcut Save yourself some time...
- 151. @crestodina
- 152. @crestodina
- 153. @crestodina
- 154. @crestodina Analytics is useless! ...unless you share, make decisions and take action.
- 155. @crestodina Reporting is not analysis
- 156. @crestodina 1. It answers questions 2. You share the insights 3. You make decisions based on those insights 4. You take action! 5. You measure the impact Analytics is useful only if...
- 157. @crestodina Adding notes in GA “Annotations” help tell stories.
- 158. @crestodina There’s a story behind the data...
- 163. @crestodina 1. Sent an email campaign 2. Started, changed or stopped advertising 3. Press hit! 4. Changed website 5. Changed Analytics setup 5 Reasons to add Annotations
- 164. @crestodina
- 165. @crestodina Sharing data visually ...because text is weak
- 166. @crestodina “Six years ago, we didn’t have any mobile traffic. Now 60% of our traffic is mobile.” Text is kinda weak
- 167. @crestodina Thanks, Snagit! Visuals are much more compelling
- 168. @crestodina Grab visuals from Analytics (Jing)
- 169. @crestodina Put that visual into a presentation!
- 171. @crestodina
- 172. @crestodina There is more to life than Google Analytics
- 173. @crestodina The best things in life aren’t in GA
- 174. @crestodina The best things in life aren’t in GA
- 175. @crestodina The best things in life aren’t in GA
- 176. @crestodina 1. How to set up Google Analytics 2. How to set up event tracking using Google Tag Manager 3. How to track campaigns using the Google URL Builder 4. Content Chemistry: The Illustrated Handbook for Content Marketing (4th edition) Notes / videos from this presentation
- 177. @crestodina 1. Google Analytics Academy 2. Avinash Kaushik (Occam’s Razor) 3. Orbit Media’s Blog (Analytics section) 4. Annielytics Blog (Analytics section) 5. E-Nor’s Blog (Analytics section) Want to learn more?
- 178. @crestodina
- 179. @crestodina Andy Crestodina Strategic Director | @crestodina THANK YOU!